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A PROJECT REPORT ON AMUL DAIRY

SUBMITTED TO: SOMLALIT INSTITUTE OF BUSINESS ADMINISTRATION.

SUBMITTED BY:
SHAH RAJ P. F.Y.B.B.A. ROLL NO: - 143

AMUL TASTE OF INDIA

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CERTIFICATE

AMUL TASTE OF INDIA

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ACKNOWLEDGEMENT
Knowledge in itself is continues process but now a day getting practical knowledge is an important thing and the most important things is guides. Motivation and inspiration provided by the different of our substantial support I find no words to express any gratitude to words those who had helped me directly or indirectly in making this success. I am indebted and thankful for assistance received forms various individuals

Firstly, I take this opportunity to convey my sincere gratitude to Professor JAY RAJ SIR whose constant support and guidance helped me throughout the project.

I am thankful to Managing Director of AMUL DAIRY for providing us so much accurate information about the unit.

I would also like to thank GCMMF for allowing me to visit such a big unit.

I am thankful to the other faculties and the Director for their help.

Once again thank to all who directly helped.

AMUL TASTE OF INDIA

It is a consumer good industry.4 EXECUTIVE SUMMARY Industrial sector has played a critical rule in the development of Indian economy industrialization holds the improvement of employment and fuller utilization of resources. AMUL TASTE OF INDIA . Large portion of India of Indian population is vegetarian therefore milk products assume importance as the only source of the animal fat in their diet important source of protein. After 50 years of independence India has become along way and her journey to words the goals of industrialization and has become self sufficient in respect of the consumer goods. A dairy industry is a place for handling milk and milk product. Dairy technology has been defined as the branch of milk and manufacturing of the milk products for industrial sale. Dairy industry occupies important place in Indian economy. So Dairy industry based on this way the Dairy industry has produced miracle in the form of white revolution.

Valsad 9) Rajkot Dairy 10) Oudhadhara dairy .Godhra -surat 7) Uttam dairy 8) Vasundhara Dairy .Rajkot .Bharuch 11) Gandhinagar Dairy 12) Baroda Dairy . GCMMF is having 12 such members listed as follows: 1) Amul dairy 2) Dudh Sagar Dairy .5 CO –OPERATIVE ENTERPRISE At present.Baroda AMUL TASTE OF INDIA .Mehasana 3) Saber dairy 4) Banas dairy -Himmat Nagar -palanpur 5) Panchamrat dairy 6) Sumul Dairy .Gandhinager .Anand .Ahmedabad .

8 2 2.3 2.3 3.2 2.1 2.8 CONTENT Company Profile Name & address of the Organization Form of the Organization Mission of the Organization History of the Organization Locational Advantages Achievement of the Organization Organizational Chart Establishment Year Production Department Product Classification Installed & Utilized Capacity Production Process Chart Production Process Human Resource Department Recruitment & Selection Types of Interviews Promotion & Training Incentives and welfare programmes Fringe benefits Safety measures Executive remunerations Wage policy AMUL TASTE OF INDIA Pg No.4 1.2 3.1 1. 1 1.6 INDEX No.5 3. .6 1.1 3.4 3.7 3.5 1.2 1.6 3.3 1.7 1.4 3 3.

7 3.1 5.2 5.3 5.3 4.2 4.4 5.5 6 7 Industrial relations Marketing Department Types of product(Advance chart) How do you decide prices? Channels of distribution Promotional programmes Finance department Initial investment How cost is calculated Turnover Source of finance Financial performance Social Responsibility Future Plans AMUL TASTE OF INDIA .4 5 5.9 4 4.1 4.

Union L: .com FORM OF THE ORGANIZATION: . Gujarat Fax: . Anand .AMUL DAIRY AMUL MEANS (FULL FORM) :A: .8 [1] COMPANY PROFILE NAME OF THE ORGANIZATION: .amul.38001.Milk U: .Anand M: .gcmf.Limited ADDRESS OF THE ORGANIZATION:.amul.Co-operative AMUL TASTE OF INDIA .www.Kaira District Co-operative 33333 Milk Producers Union Ltd.com Website: .-91-269240208 E-mail:.

AMUL TASTE OF INDIA . 4) To minimize the adverse effect on the environment.9 MISSION OF THE ORGANIZATION:1) Its basic objective is to provide better quality of products. 2) To give optimum returns to his members 3) To Assisi in the development of small villages co-operatives.

and to cities in Gujarat. came to India and was posted by the Government of India to a job at the Dairy Research Institute at Anand. and the decisions of the company regarding the quality and even the quantity of the milk supplied by the farmers were final. Polson's Dairy exploited its monopoly fully. the farmers were forced to accept very low prices for their products. in the district of Kaira in the State of Gujarat. milk was obtained from farmers by private milk contractors and by a private company. chill and supply milk to the Bombay Milk Scheme. a unique experiment was conducted that became one of the most celebrated success stories of India. named Tribhuvandas Patel. deciding the prices both of the procured as well as the sold milk. Polson's Dairy also extracted dairy products such as cheese and butter. in 1949. inspired by Sardar Vallabhbhai Patel. freedom fighter and social worker. which supplied milk to the metropolis of Bombay. a local farmer. Polson's Dairy in Anand. who had just completed his studies in engineering in the USA. The company had a virtual stranglehold on the farmers. Purely by chance. the headquarters of the district. process the milk and sell it in Bombay to customers including the Bombay Milk Scheme. which would procure milk from the farmers. In 1946. The company arranged to collect. in Gujarat.10 HISTORY OF AMUL In the 1940s. Dr Kurien's involvement with the Kaira District Co-operative Milk Producers' Union Limited grew rapidly. a mechanical engineer named Verghese Kurien. AMUL TASTE OF INDIA . organized the farmers into co-operatives. India. At that time.

This experiment of organising farmers into co-operatives was one of the most successful interventions in India. the farmers are truly in charge of their own decisions. Lal Bahadur Shastri. In 1954. Starting from a daily procurement of 250 litres in 1946. Subsequent years saw the addition of more plants to produce different products. Amul had become a milk giant with a large procurement base. On his visit to Anand in 1965. Shastri could also see the difference that the income from milk had made to the standard of living of farmers in the area. In 1958. was impressed by what he saw—a system that procured.11 The most important feature of these co-operatives is that they are run purely as farmers' co-operatives. A very loyal clientele was built up who experienced prosperity on a scale they could not have dreamt of 10 years earlier. Amul built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. the then Prime Minister of India. processed and delivered high quality milk to distant markets cost efficiently. What impressed him the most was that Amul had done all this without government assistance? AMUL TASTE OF INDIA . with all the major decisions being taken by the farmers themselves. The co-operatives are not 'run' by a separate bureaucracy with vested interests of its own.

Amul launched its Amul brand ice cream. to sell all their ice creams under the Amul brand name. largely milk derivatives. Amul ice cream commanded a market share of about 55% in Gujarat and 30% in Mumbai. butter and milk powder. ACHIVEMENTS OF THE ORGANIZATION:Even at the time of its formation. Gradually. by the year 2000. prices were about 30% lower than the prevailing prices and GCMMF also emphasised that the ice cream did not contain any gelatin. GCMMF launched its ice creams in fourteen flavours in the city of Mumbai (Bombay) and Gujarat State. In less than a year.  Anand is a big city. GCMMF had three major products in its portfolio: liquid milk. In 1997. India's ice cream market was estimated to be worth around Rs 8 billion in the year 2000 (about US$ 175. This enabled GCMMF to benefit from the capacity of many of the more than 170 co- AMUL TASTE OF INDIA . In the 1970s.12 LOCATIONAL ADVANTAGES: The Kaira District is very good place for dairy industry from where it was ranged from a small dairy to the national level repute. its share in India as a whole had reached 30%. Amul introduced its processed cheddar cheese. Amulya.8 million). In 1983. so that poorer people can also afford to drink milk. In 1996. many new products were added to its range. Amul achieved further success when it managed to get various co-operatives in the country. which is surrounded by many village being in a big city is easily available being situated Anand.  There are very clear and roads along with railways line for transportation due to this reason collection of milk easily and speedily take place here. a dairy whitener was introduced and it soon became the market leader. cheese spread was launched by GCMMF. At launch. a malt based beverage called Nutramul and chocolates. trying to launch their own ice cream brands.

two varieties of butter.13 operative unions in the country. GCMMF has one overseas office in Dubai. four general managers (GMs) and four assistant general managers (AGMs) assist the managing director (MD). flavoured milk. its product range was truly expansive: three varieties of milk. sweets. human resources development and marketing (Dhara and new business). The four GMs are in charge of marketing (dairy products). AMUL TASTE OF INDIA .2 billion (about US$ 550 million). GCMMF had a total turnover of Rs 22. ORGANIZATIONAL CHARTS:GCMMF is a lean organisation. finance and quality assurance. There are 50 sales offices spread across the country (of which only two are in Gujarat). respectively. a sales manager heads each office and is assisted by sales officers and field salespersons. The whole country is divided into five zones. located close to the markets. These managers report to the MD but functionally each also reports to the various AGMs/GMs at the headquarters. buttermilk. The entire country has been represented in this structure. chocolates. respectively. co-operative services and technical projects. two varieties of ghee (clarified butter). a strategy that is believed to provide it with a cost advantage. five varieties of cheese. The four AGMs look after the functions of marketing. At its headquarters in Anand. ice cream. with a milk procurement of more than 15 million litres/day. chocolate drinks. The latest additions to the range of brands marketed by GCMMF are Masti Dahi (curd) and Amul Taaza (longlife milk). By the year 2000. four varieties of milk powder. In the year 1999–2000. each headed by a zonal manager responsible for the sales of all products within his zone. systems. edible oils and fruit and vegetable based products.

14 Managing Director Production Manager Marketing Manager Finance Manager Factory Store Sales Manager Advertising Manager Chief Accountant Internal Manager Manager Manager Forman Sales Selection ESTABLISHMENT YEAR: - December 4th 1946 AMUL TASTE OF INDIA .

DELICIOUS TABLE MARGARINE 3. KOOL KOKO 8. AMUL KOOL 3. AMUL KOOL CAFÉ 4. AMUL BUTTER 2. AMULYA DAIRY WHITENER 4. NATRAMUL ENERGY DRINK 5. SAGAR TEA COFFEE WHITENER AMUL TASTE OF INDIA . AMUL MASTI SPICED BUTTERMILK 7.15 [2] PRODUCTION DEPARTMENT PRODUCT CLASSIFICATION BREAD SPREADS 1. AMUL KOOL CHOCOLATE MILK 9. SAGAR SKIMMED MILK POWDER 3. AMUL INSTANT FULL CREAM MILK POWDER 5.AMUL KOOL THANDAI POWDER MILK 1. AMUL KOOL FLAVOURED TETRA PACK 10. AMUL SPRAY INFANT MILK FOOD 2. AMUL KOOL FLAVOURED BOTTLED MILK 6. AMUL KOOL MILK SHAAKE 2.AMUL LASSEE 11. AMUL LITE MILK DRINKS 1.

AMUL TAZZA DOUBLE TONED MULK 3. AMUL SHAKTI TONED MILK 7.16 FRESH MILK 1. COKKING BUTTER 6. AMUL EMMENTAL CHEESE 3. AMUL FRESH CREAM 4. GOUDA CHEESE 4. AMUL ICE CREAMS 2. UTTERLY DELICIOUS PIZZA 7. MITHI MATE 4. AMUL CALCI+ AMUL GOLD MILK 5. MASTI DAHI DESSERTS 1. AMUL MITHAEE GULAB JAMUNS 3. PRO-BIOTIC DAHI 5. AMUL BASUNDI 4. AMUL / SAGAR PURE GHEE 2. AMUL PASTEURISED PROCESSED CHEESE 2. AMUL FRESH MILK 2. AMUL CHEESE SPREADS 5. AMUL PEZZA MOZZARELLA CHEESE FOR COOKING 1. AMUL CHOCOLATES AMUL TASTE OF INDIA . AMUL SHRIKHAND 5. AMUL BUTTERMILK CHEESE 1. AMUL LITE SLIM AND TRIM MILK 6. AMUL MALAI PANEER 3.

per day  Cattlefeed manufacturing Capacity: 3500 Mts per day AMUL TASTE OF INDIA . AMUL SHAKTI HEALTH FOOD DRINK UTILIZED CAPACITIES   Members: 13 district cooperative milk producers' Union No.17 HEALTH DRINKS 1.22 million litres per day  Milk collection (Total . of Producer Members: 2.4 million litres  Milk Drying Capacity: 626 Mts. of Village Societies: 13.05 billion litres  Milk collection (Daily Average 2008-09): 8.2008-09): 3. NATRAMUL 2.328  Total Milk handling capacity: 11.79 million  No.

18 Production Process Chart Milk Process Milk Pasteurization Milk Standardization PHE (Plant_Heat_Exange) Milk_flows_chilling_or heating_medium Milk taken to 2_cillos cillos Milk Separator (Separates milk and cream) 2_cillos AMUL TASTE OF INDIA .

Now this process milk goes to separator machine and some part of milk is sent to patching machine. There are hundred disk fixed in the separator machine. Now it is taken to the tank.19 PRODUCTION PROCESS Production itself a process for converting the raw material into finished product after passing though different types of process steps. After this method the pathogenic bacteria present in the raw milk are destroyed and the milk becomes good for use. 1. On laboratory test they decide about the amount of milk to be collected. The milk in the pasteurizing machines is heated at 80 to 82 for 15 seconds and after it is cooled at 5‘ Co. In the other words production process is a combination of collectively taken certain steps to receive finished final product. Milk Storage at plant :- The chilled milk received from various chilling center stored there in ―AMUL DAIRY‖ about 10-lakh liter of milk is collected every day from 1509 villages before collecting the fat it is checked in the laboratory. Separation:- This separation machines by falcate the milk into different kind of products. AMUL TASTE OF INDIA . 2. Pasteurizing:- After laboratory test of milk pasteurizing process is conducted through three pasteurization machines. 3. The milk passed through the above machines with the help of water pumps. All the raw milk collected at ―AMUL DAIRY‖ is laboratory tested the fat and sniff of the milk then it is sent for pasteurizing. (1) (2) Skimmed milk Cream The above both products sent to the different channels.

Storage Facility:- After packing the milk in pouches. which is add in the market by the brand name of ―AMUL DAIRY‖ The production of the ghee plant is 144181liter of ghee per year. The machine pea this powder place this powder place automatically by machines without touching by human hand this powder milk is stored in cool place and sold under the make milk from powder in the name of sold under the make milk AMUL TASTE OF INDIA . with the help of ammonia. The pouches are kept in a basket which has the capacity to contain of the machine is 100 pouch per minute. 7. this condense ilk is sent too drier. The thick milk is passed through condenser. It is the deficit portion is added by mixing cream.20 which has the storage capacity of 20 thousand liters. Now after adding necessary fat and SNF in the milk it is packed in 250 ml and 500 ml pouches. Now. There is some space in the tank to fill the added cream. Process of milk powder:- First chilled milk receive from chilling plant to ―AMUL DAIRY‖ is checked in the laboratory and pass though separator machine though different channels. tins. which has the capacity of containing 4500 pouches at the temperature on 8 to 10 degree Celsius. The moistures remaining in the milk powder is taken away at a temperature of 60 Celsius. The sour milk is taken away. 8. The temperature is maintaining with the help of silicon chips fans. Process of Ghee:- The separator machine separator the cream and sends it to butter churching machine. After adding more fats and creaming milk there are some raw materials like salt and some other chemicals are also adding in the milk now the milk is boiled in vacuum so that it becomes thick. degree Celsius. Where it is heated at 40 o C. It is again tested in the laboratory and according to deficit it is added by mixing machine. There are four tanks and the milk in every tank has different portion of SNF. These machines rotate for half and hour and the butter then take to the Ghee Kettle. 6. the pouches are taken to the cold storage. Now the ghee is packed in pouches.

AMUL TASTE OF INDIA .21 from powder in the name of ―AMULYA‖ The capacity of production in 17000 liters. There are three milk powder plants. 9. Now the cream to churching machine by churching of ripen cream keeping the fat present at bout 83 % the butter is ready. Process of Amul Butter:- After collecting and testing the milk in ―AMUL DAIRY‖ laboratory. It can be with of without salt. It is passed through pasteurizing plant by this method the pathogenic bacterial presence in the raw milk are destroyed after this process some milk goes to separator machine where two products are produced at one hand schemed milk and at the other hand cream.

a) Deficiency is caused by a lack of ability rather than a lack of motivation to perform. b) The individual involves has the attitudes and motivation needed learn to the job better. Training Contributes  Employee‘s stability  Employees become efficient after understanding to training efficient. AMUL TASTE OF INDIA . c) Supervisors & peers are supportive of the desired behaviors.22 [3] HUMAN RESOURCE DEPARTMENT Training and Development of Personnel’s Amul employee are also provided training which helps to remove performance deficiencies in employees performance deficiencies in employees training is given to them only when.  Employee Contribute to the growth of the organization.

AMUL TASTE OF INDIA .  On the other hand milk producer are paid regularly on first and 25th of every month. Facilities given to employees.23 Wages and Salary  Attendance is one of the major factors for the wages and salary administration.  The time keeper reads the record of the attendance to the accounts department where it is entered into the computer.  Canteen  Group Insurance average  Healthy Environment  Health checkup.  The record is study and after this salary is calculated for each employee through the computer.

In the change scenario now marketing has to play an important role by providing a customer complete satisfaction by building value laden relationship with the important customers. It means the marketing people only have to think about customers. In the other words. AMUL TASTE OF INDIA .24 [4] MARKETING DEPARTMENT Marketing Advertisement Packaging Selling In the olden days there where sellers market in India but now a days the trend has rapidly change the sellers market converted into the buyers market. we can say each marketing person must think to create new customers and strengthen relationship with the existing customers. The marketing departments have to create more demand for our product.

Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos UHT Milk Range:         Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix AMUL TASTE OF INDIA . Almond Pistachio.25 TYPES OF PRODUCTS Breadspreads:    Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range:         Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza Mithaee Range (Ethnic sweets):       Amul Shrikhand (Mango.5% fat Milk Amul Gold 4. Saffron.

5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Curd Products:     Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee AMUL TASTE OF INDIA .26 Pure Ghee:    Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Infant Milk Range:    Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food Milk Powders:     Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Sweetened Condensed Milk:  Amul Mithaimate Sweetened Condensed Milk Fresh Milk:       Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.

Shahi Anjir. Chococrunch. Banana) Health Beverage:  Amul Shakti White Milk Food AMUL TASTE OF INDIA . Rajbhog. Black Currant. Fresh Litchi. Roasted Almond) Nature's Treat (Alphanso Mango. Double Sundae) Assorted Treat (Chocobar. Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango. Megabite. Sundae Magic. Fruit Bonanza. Chocolate. Cardamom. Fresh Strawberry. Black Currant. Badam. Strawberry. Santra Mantra. Kesar Pista Royale. Tricone. Chocochips. Ice Candies. Fresh Pineapple) Sundae Range (Mango. Cassatta) Utterly Delicious (Vanila. Malai Kulfi) Nut-o-Mania Range (Kaju Draksh.27 Amul Icecreams:       Royal Treat Range (Butterscotch. Dollies. Saffron. Strawberry. Cake Magic) Chocolate & Confectionery:   Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage:  Nutramul Malted Milk Food Milk Drink:     Amul Kool Flavoured Milk (Mango. Strawberry. Rose. Frostik.

 Provide product knowledge. Customer complete satisfaction Creating product awareness through Digerent.  Note customer‘s needs. modes. ideas. product value.28 The basic concept of marketing: Touch the heart of the customer to create demand. Advertisement Exchange & Transaction Relationship and service network Develop existing markets Search new market and Prospects AMUL TASTE OF INDIA . assure for food service. pick their choice.

news paper. PRODUCTION AGENT WHOLESALER RETAILER CUSTOMER Advertising  Anand milk union ltd. radio. Agent supply to wholesalers and he supply to retailer and the retailer supply to customers.  Prefer to choose always cross roads for advertising. Is related to Gujarat co-operative milk  Marketing federation. picture point on wall an road side etc. they usually selected media like  Televion. They take of agents within the country and also for abrod. AMUL TASTE OF INDIA .29 Distribution chart GEMMF made indirect channel for distribution.

2008 Sept 20. 6700 Crores Visit of Ministerial Delegation from Uganda 14th Annual Kaizen Celebration 25th Hoshin Kanri Meeting At Anand Indian Dairy Association (IDA) Honours B. 2008 October 11. Vyas for his Outstanding Role IAS Officer Trainees of the 2008 batch Amul‘s Christmas Celebration At Second Life 13th Ice Cream Hoshin Kanri Meeting At Anand 4th Amul Milk Hoshin Kanri Meeting At Anand Visit of Students from IIM. 2008 November 22. 2008 December 05. 2009 February 07. 2009 May 29. 2008 October 07. 2009 July 03.30 PROMOTIONAL PROGRAMMES:- August 04. GCMMF gets prestigious ‗Charotar Ratna‘ Award GCMMF (AMUL) Beats Recession. MD. Ahmedabad Visit of Dutch Expert Launch of South South Experience Exchange Facility at World Bank. 2009 December 25. 2009 June 27. 2009 January 08. Achieves. 2008 October 21. Visit of Ministerial Delegation from Chhattisgarh Amul & IBM sign IT services agreement to fuel future growth Shri B M Vyas. 2008 August 28. 2009 May 31. 2008 December 20. 2009 June 05. M. Washington Visit of Tetra Pak Delegation 24th Hoshin Kanri Meeting At Anand Visit of Senior Journalists from the Republic of Kazakhstan AMUL TASTE OF INDIA . 2009 February 21. A Turnover Of Rs.

German Consulate General. 2008 June 26. Nepal Amul Coops plant more than 70 lakhs trees Visit of Training Officers from Cooperative College of Malaysia. 2008 June 03. National Coop. Walter Stechel. .31 2008 August 21. GOI Visit of SBI Managing Director Visit of Mr. AHD & Fisheries. Fed. 2008 August 15. Kuala Lumpur Visit of MD. 2008 March 19. 2008 March 29. 2008 June 09. 2008 July 10. 2008 June 30. 2008 June 27. NCDC. 2008 and the Republic Uzbekistan Visit of Chairman. New Delhi Visit of Secretary. Visit of Board of Directors. Consul General. 2008 July 12. Koyana Union 2008 February 23. 2008 June 20. 23rd Hoshin Kanri Meeting At Anand 2008 AMUL TASTE OF INDIA . 2008 July 08. Mumbai CRISIL ‗AAA‘ and ‗P1+‘ for GUJARAT COOPERATIVE MILK MARKETING FEDERATION‘ bank facilities Visit of Singapore Indian Chamber of Commerce & Industry Visit of World Bank Team Visit of IFAD Team GCMMF bags Apeda Award for 11th year in a row Visit of African Youth Group June 18.

April 2000 was last crore hats the profit was only to 1 crore 3 lucks beaulement of the profit was given back to the people. to the consumers at a reasonable price.32  [4] FINANCE DEPARTMENT The turnover that year march 1. Today three is a staff of 1400 people chocolate mint.1 price we toa advertisement tant & 5 % electricity expense % 147 is administrative what. diary plant & chilling center. 1. AMUL TASTE OF INDIA . micro biologist‘s business administrative computer expert and computer analysis reads insurance agents etc. Also Amul creating job opportunities for various professionals into dairy technology. ghee. In fact National dairy Development Board (Nddb) started milk production anand patten in all state like keralla A. It is an important task but a challenging and rewarding one for any manager because this is Amul Dairy. Hence in this was numy at Rs. Amul dairy is determined to provide better cervices to the farmers and co-operative members and very good incentives.P. The difference in price at the during the year at the time of Holi & diwali also 15 % dividend on a have was distribution. This is the way the populated country like our process previously in Mumbai city animals were kept the artificial addition but now in khaira the animal were kept in the metal condition & they gets free with clean water. cheese etc. butter. Amul dairy has been able to strike a prepare and effective balance between the aver increase expenses and competitive revenues without compromising on the quality of the product. Amul dairy also qualified milk .7 prise is an bellow 1.78 given to milk powder & 2. & Tamilnadu etc.

33 INITIAL INVESTMENT 22588 23365 27457 28941 29225 37736 42778 52554 67113 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 500 500 575 616 672 850 1050 1325 1504 Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 AMUL TASTE OF INDIA .

15 2385.07 312.56 582.66 36.54 222.39 AMUL TASTE OF INDIA .04 9157.40 186.18 1396.47 8091.36 45.81 288.98 351.58 1563.14 44095.70 2006 19295.31 107.84 582.24 300.34 PARTICULARS Opening stock Raw materials consumed Salaries Power and fuel expenditure Other manufacturing expenses Rent and electricity expenditure Repairs and maintenances Expenditure Marketing Expenditure Postage Telephone Printing and Stationary Donation Cooperative Development Expenses Legal and Professional charge General Expenses Traveling and Conveyance 2005 17951.28 2263.14 339.58 45518.27 36.00 2136.04 220.93 112.33 366.

59 196.12 72.84 32.90 1325.32 1260.10 1445.23 2339.95 1336.17 7.31 71.44 26.38 145.68 350.39 18.35 BALANCE SHEET PARTICULAR DEBIT Net purchase Raw materials consumption Research expenditure Processing expenditure Packaging expenditure Power and fuel Salaries Staff P.40 46445.79 3021.22 2318.24 1645.20 2004 .11 7.26 211.47 489.69 336.83 22.74 28662.26 25.18 418.71 124.01 376.17 20.75 30.2005 2005 – 2006 AMUL TASTE OF INDIA .F and gratuity Repair expenditure Marketing expenditure Printing and phone expenditure Insurance Premium Rent Expenditure Miscellaneous Expenditure Interest and Commission Depreciation Net Profit CREDIT Net Sales Income from Investment Dividend Income Miscellaneous Income 48403.54 342.05 8990.27 269.71 139.96 26.97 1349.73 2995.48 572.23 28630.73 8001.15 268.

to make it a real and a complete success (Table 1). it became clear that it was necessary to deal with the upcoming competition. The Government of India passed the Milk and Milk Products Order (MMPO) in 1992. The competition would force all to be customer focused and to plan for innovation and continuous improvements in the quality of all aspects—products. processes and systems. which otherwise would have competed for the procurement of milk from the milk sheds. The existing set up of governance needed a complete shift of paradigm. It was at about this time in GCMMF that 'change management' was considered to bring about improvements in the existing management systems with quality as the cutting edge (Figure 1). The impending challenge necessitated the organisations to anticipate change and be prepared for it by bringing about change in the way they worked and thought. service.36 CHANGE MANAGEMENT OF GCMMF In 1991. AMUL TASTE OF INDIA . the previously protected Indian economy first became exposed to the 'winds of liberalisation' when the government opened up the sector to global competition. The co-operatives needed to change in speed and direction. With the liberalised import regime and reduced import duties on most food and dairy products. It was also decided that all the links on the production and marketing side had to be involved in the process of change management. whereby the milk collection sheds allotted to different co-operative unions were protected from the entry of new enterprises.

Furthermore. Only this can ensure stable and consistent returns to the milk producers who depend on these economic activities as tools for their social development. it is imperative that such organisations remain very close to the consumer. with focus on customer and quality. the consumer needs to be central to all decisions. the institutional structure created so far. which need special attention. Distributor  GCMMF     Member unions        Village co-operatives     Vision mission workshop Amul Yatra Amul quality circle       Vision 2005 Introspection on values Identification of strategic thrust areas Strategy deployment (Hoshin Kanri) Kaizen movement Housekeeping Small group activity (SGA) International training programmes on change management Transformational leadership Internal consultant development ISO (International Organization for Standardization) certification   Vision mission workshop Identification of strategic thrust areas Strategy deployment Kaizen Housekeeping Small group activities ISO and HACCP (hazard analysis critical control point) certification International training programme on change management Internal consultant development   Housekeeping Village self leadership development programme Women's leadership development programme ISO certification The two areas. These areas will be the foundation stones for providing a competitive edge to small-scale producers' co-operative organisations.37 GCMMF = Gujarat Co-operative MUs = Member Unions. With the competition intensifying and the consumer becoming more demanding than ever before. acting sooner and faster. Summary of change management initiatives implemented for the various links of the chain. VCs Figure 1. Co-operatives. with the increasing level of consumer education and the potential issue of non-tariff barriers looming large over prospective exports to other countries. To cope with the impending changes and to outperform the competition. are that of 'customer focus' and 'quality orientation'. AMUL TASTE OF INDIA . Table 1. now needs to abide by a new set of paradigms. upgrading to attain higher levels of quality delivery. organisations must keep up with the pace of technology. Scope of change management. Milk = Marketing Village Federation.

which give the customer satisfactory. They want to make Amul as the biggest supplier of the fabrics with good quality. They believe customers are God. They don't concentrate advertising. They believe in long lasting relation. They wanted to give their customer the best quality good at a cheaper rate. AMUL TASTE OF INDIA . We can conclude the following: Quality is the main point of concentrated for Amul.38 CONCLUSION After studying the details about the marketing strategies & behaviors of Amul. They think that if they customers are satisfied they will come & buy the commodity by them selves. They don‘t concentrate more efforts to the brands either it is lee. flying machine or any other brand they put more effort on fabrics made.

Aditya Competitors in Diary market first Globle WEB-SITE:www. 730 P. 625 pp.  Singhania. 800 pp.com www.google. Principle and practice of management. fundamental of business organization and management.com AMUL TASTE OF INDIA . 1997.  PRASAD L. Ahat. the future hold.K. Amul Annual report Gujarat Anand press 2003-2004.M. delhi sultan and sons education press. 1994.39 BIBLIOGRAPHY  Kottler Philip. person education ltd.. New Delhi. ARTICLES  Kurian V. marketing management. Singapore.amul.  Bhuoon Y.P. Sultan and Sons educational publishers. 2004.

38 145.2005 2005 – 2006 AMUL TASTE OF INDIA .20 2004 .83 22.59 196.48 572.90 1325.68 350.22 2318.44 26.23 2339.05 8990.24 1645.96 26.95 1336.17 7.71 124.73 8001.15 268.39 18.79 3021.73 2995.01 376.10 1445.11 7.31 71.97 1349.26 25.12 72.27 269.18 418.40 BALANCE SHEET PARTICULAR DEBIT Net purchase Raw materials consumption Research expenditure Processing expenditure Packaging expenditure Power and fuel Salaries Staff P.F and gratuity Repair expenditure Marketing expenditure Printing and phone expenditure Insurance Premium Rent Expenditure Miscellaneous Expenditure Interest and Commission Depreciation Net Profit CREDIT Net Sales Income from Investment Dividend Income 48403.17 20.71 139.54 342.32 1260.26 28630.47 46445.75 30.69 336.84 32.74 28662.

23 CHANGE MANAGEMENT OF GCMMF In 1991. The co-operatives needed to change in speed and direction. The existing set up of governance needed a complete shift of paradigm.41 Miscellaneous Income 489. service. the previously protected Indian economy first became exposed to the 'winds of liberalisation' when the government opened up the sector to global competition. whereby the milk collection sheds allotted to different co-operative unions were protected from the entry of new enterprises. which otherwise would have competed for the procurement of milk from the milk sheds. to make it a real and a complete success (Table 1). The competition would force all to be customer focused and to plan for innovation and continuous improvements in the quality of all aspects—products.40 211. AMUL TASTE OF INDIA . With the liberalised import regime and reduced import duties on most food and dairy products. It was also decided that all the links on the production and marketing side had to be involved in the process of change management. The Government of India passed the Milk and Milk Products Order (MMPO) in 1992. processes and systems. The impending challenge necessitated the organisations to anticipate change and be prepared for it by bringing about change in the way they worked and thought. it became clear that it was necessary to deal with the upcoming competition. It was at about this time in GCMMF that 'change management' was considered to bring about improvements in the existing management systems with quality as the cutting edge (Figure 1).

MUs = Member Unions. Scope of change management. Distributor • • • Vision mission workshop Amul Yatra Amul quality circle GCMMF • • • • • • • • • Vision 2005 Introspection on values Identification of strategic thrust areas Strategy deployment (Hoshin Kanri) Kaizen movement Housekeeping Small group activity (SGA) International training programmes on change management Transformational leadership Internal consultant development Member unions • • • • • • • Vision mission workshop Identification of strategic thrust areas Strategy deployment Kaizen Housekeeping Small group activities ISO and HACCP (hazard analysis critical control point) certification International training programme on change • Village co-operatives • • Housekeeping Village self leadership development programme Women's leadership development programme ISO certification • • AMUL TASTE OF INDIA . Figure 1. Table 1. VCs = Village Co-operatives.42 GCMMF = Gujarat Co-operative Milk Marketing Federation. Summary of change management initiatives implemented for the various links of the chain.

the institutional structure created so far. with the increasing level of consumer education and the potential issue of non-tariff barriers looming large over prospective exports to other countries.43 • ISO (International Organization for Standardization) certification management • Internal consultant development The two areas. To cope with the impending changes and to outperform the competition. which need special attention. it is imperative that such organisations remain very close to the consumer. These areas will be the foundation stones for providing a competitive edge to small-scale producers' co-operative organisations. upgrading to attain higher levels of quality delivery. Furthermore. are that of 'customer focus' and 'quality orientation'. organisations must keep up with the pace of technology. now needs to abide by a new set of paradigms. with focus on customer and quality. Only this can ensure stable and consistent returns to the milk producers who depend on these economic activities as tools for their social development. We can conclude the following: AMUL TASTE OF INDIA . acting sooner and faster. With the competition intensifying and the consumer becoming more demanding than ever before. CONCLUSION After studying the details about the marketing strategies & behaviors of Amul. the consumer needs to be central to all decisions.

They don’t concentrate more efforts to the brands either it is lee. They wanted to give their customer the best quality good at a cheaper rate. They don't concentrate advertising. They believe customers are God. AMUL TASTE OF INDIA . which give the customer satisfactory. They want to make Amul as the biggest supplier of the fabrics with good quality.44 Quality is the main point of concentrated for Amul. They think that if they customers are satisfied they will come & buy the commodity by them selves. They believe in long lasting relation. flying machine or any other brand they put more effort on fabrics made.

➢ PRASAD L. ➢ Singhania. ➢ Bhuoon Y. fundamental of business organization and management. New Delhi. Principle and practice of management. Amul Annual report Gujarat Anand press 2003-2004.. Aditya Competitors in Diary market first Globle WEB-SITE:www. person education ltd. ARTICLES ➢ Kurian V. Sultan and Sons educational publishers. delhi sultan and sons education press.M. 2004.45 BIBLIOGRAPHY ➢ Kottler Philip. 730 P.K.google. Ahat. Singapore. 625 pp. 800 pp. 1997.com AMUL TASTE OF INDIA . 1994.com www.amul.P. the future hold. marketing management.

46 AMUL TASTE OF INDIA .

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