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Done by :khushbu dadhania
Std: 11th-A
Introduction

 Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat,

India.
 Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly
owned by 3.6 million milk producers in Gujarat.
 Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30
years (1973–2006), is credited with the success of Amul.
How was it named ??

The co-operative was initially referred to as Anand Milk

Federation Union Limited hence the name AMUL.
 The word amul (अमल ू ) is derived from the Sanskrit
word amulya (अमल्ू य), meaning rare, valuable
IT’S SLOGAN …

AMUL- The taste of India

History
Amul the co-operative registered on 1
December 1946 as a response to the exploitation
of marginal milk producers by traders or agents
of the only existing dairy, the Polson dairy, in
the small city distances to deliver milk, which
often went sour in summer, to Polson. The
prices of milk were arbitrarily determined.
Different products of Amul
Cotinue……
 Amul's product range includes milk powders, milk, butter,
ghee, cheese, Masti Dahi, Yoghurt, Buttermilk, chocolate,
ice cream, cream, shrikhand, paneer, gulab jamuns,
flavoured milk, basundi, Amul Pro brand and others.
 Amul PRO is a recently launched brown beverage just like
bournvita and horlicks offering whey protein, DHA and
essential nutrients.
 In January 2006, Amul launched India's first sports drink,
Stamina, which competes with Coca Cola's Powerade and
PepsiCo's Gatorade.
 Cotinue……
 Amul's icecreams are made from milk fat and thus are
icecreams in real sense of the word, while many brands in India
sell frozen desserts made from vegetable fat.
 Amul's sugar-free Pro-Biotic Ice-cream won The International
Dairy Federation Marketing Award for 2007.
AdvertisinG of  In 1966, Amul hired Sylvester, then managing
director of the advertising agency AS to design
Amul an ad campaign for Amul Butter.
 daCunha designed a campaign as series of
hoardings with topical ads, relating to day-to-
day issues. It was popular and earned a
Guinness world record for the longest running
ad campaign in the world.
 In the 1980s, cartoon artist Kumar Morey and
script writer Bharat Dabholkar had been
involved with sketching the Amul ads; the latter
rejected the trend of using celebrities in
advertisement campaigns. Dabholkar credited
chairman Verghese Kurien with creating a free
atmosphere that fostered the development of the
ads.
 a d d s.
s fi ne
of it
So m e
Amul ATM machine
When the prices of gas cylinder were
increased.
GRAPH SHOWING DEVELOPMENT OF
AMUL OVER YEARS...
 OU…
NK Y
THA