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Khar Education Society's

Degree College Of Commerce & Economics, S. V. Road, Near Khar Police Station, Khar Road (West), Mumbai 4000 052.

EVALUATION CERTIFICATE
THIS IS TO CERTIFY THAT THE UNDERSIGNED HAVE ASSESSED AND EVALUATED THE PROJECT ON AMUL CO-OPERATIVE . SUBMITTED BY MULLA SHAKIL KHAJA , STUDENT OF SYBMS . (SEMESTER IV) FOR THE ACADEMIC YEAR 2012-13. THIS PROJECT IS ORIGINAL TO THE BEST OF OUR KNOWLEDGE AND HAS BEEN ACCEPTED FOR INTERNAL ASSESSMENT.

Name & Signature of Internal Examiner

Name & Signature of External Examiner

PRINCIPAL

College Seal

DR.NANDANI DESHMUKH

Khar Education Society's

Degree College Of Commerce & Economics, S. V. Road, Near Khar Police Station, Khar Road (West), Mumbai 4000 052.

DECLARATION BY THE STUDENT

I, MULLA SHAKIL, STUDENT OF SYBMS ROLL NO.: S/226 HEREBY DECLARE THAT THE PROJECT TITLED AMUL CO-OPEARTIVE FOR THE SUBJECT CO-OPERATIVE RURAL MARKETING SUBMITTED BY ME FOR SEMESTER VI OF THE ACADEMIC YEAR 2012-13, IS BASED ON ACTUAL WORK CARRIED OUT BY ME UNDER THE GUIDANCE AND SUPERVISION OF PROF. BHAVANA BHANKARIA, I FURTHER STATE THAT THIS WORK IS ORIGINAL AND NOT SUBMITTED ANYWHERE ELSE FOR ANY EXAMINATION.

Place: MUMBAI.

Date: 11/02/2013

Name & Signature of Student: MULLA SHAKIL

AKNOWLEDGEMENT
I am grateful to the guided PROF. BHAVANA BHANKARIA and my friends for their encouragement and support in the process of making this project. I thank my parents who helped me to devote time for making this project and encourage me in every step of this project, very successfully.

INDEX
Sr.No 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Topic
INTRODUCTION AMUL ORIGIN HISTORY BIRTH OF AMUL GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION(GCMMF) ACHIEVEMENT OF (GCMMF) ADVERTISING STRATEGY EXPORTS CURRENT POSITION ACHIEVEMENT OF THE AMUL MOVEMENT CHALLENGES BEING FACED BY AMUL CONCLUSION BIBLIOGRAPHY

Pg.No 5 6 7 8-11 12-13 14 15 16-18 19 20 21-23 24 25

INTRODUCTION
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya which mean Invaluable. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited. Formed in 1946, it is a brand managed by a Co-operative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products with an annual turnover of US $2.15 billion (2010-11). In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul.

AMUL ORIGIN
The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects, processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.

HISTORY
The Kaira District Co-operative Milk Producers' Union Ltd. was registered on December 1, 1946 as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, the Polson(brand) dairy, in the small town of Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk, which often went sour in summer, to Polson. The prices of buffalo and cow milk were arbitrarily determined. Moreover, the government at that time had given monopoly rights to Polson to collect milk from Anand and supply it to Bombay city. Angered by the unfair and manipulative trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices). He sent Morarji Desai to organise the farmers. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk. Milk collection was also decentralized, as most producers were marginal farmers who could deliver atmost 12 liters of milk per day. Cooperatives were formed for each village too. The Cooperative was further developed and managed by Dr.Verghese Kurien along with H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk for the first time anywhere in the world and a little later, along with Kurien's help, making it on a commercial scale, led to the first modern dairy of the cooperative at Anand, which would successfully compete against established players in the market. The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat, and within a short span, five unions in other districts Mehsana, Banaskantha, Baroda etc.

THE BIRTH OF AMUL

It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 liters of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien, who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become the basis of a National Dairy Development policy. He understood that the success of Amul could be attributed to four important factors. The farmers owned the dairy, their elected representatives managed the village societies and the district union, they employed professionals to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its Chairman and asked to replicate this model throughout the country.

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Professional Management

Establishme nt of a direct linkage between milk producers and consumers by eliminating middlemen Milk Producers (farmers) control procurement, processing and
marketing

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The Amul model has helped India to emerge as the largest milk producer in the world. More than 15 million milk producers pour their milk in 1,44,246 dairy cooperative societies across the country. Their milk is processed in 177 District Co-operative Unions and marketed by 22 State Marketing Federations, ensuring a better life for millions.

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Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organization with annual turnover (201112) US$ 2.5 billion. Its daily milk procurement is approx 13 million lit (peak period) per day from 16,117 village milk cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk producer members. It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organization of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of Amuls products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 200910, GCMMF has been awarded "Golden Trophy' for its outstanding export performance and contribution in dairy products sector by APEDA.

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For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organization to win topmost International Dairy Federation Marketing Award for Probiotic ice cream launched in 2007 The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

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Achievements of GCMMF

3.1 million milk producer member families 15,760 village societies 15 District Unions 9.4 million liters of milk procured per day 150 million (US$2.84 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of 53 billion (US$1 billion) The Govt. of India has honored Amul with the Best of all categories Rajiv Gandhi National Quality Award. Largest milk handling capacity in Asia Largest cold chain network 48 Sales offices, 5000 wholesale distributors, 7 Lakh retail outlets Export to 37 countries worth 150 crore (US$28.35 million) Winner of APEDA award for eleven consecutive years

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ADVERTISING STRATEGY
1966 - Creation of the Amul girl by Sylvester daCunha . 1967 - First hoarding was put up in Mumbai with the Amul girl. 1967 - Tag line of Utterly Butterly Delicious came out. 1969 - First Topical ad came out. Entered in the Guinness Book of World Records for being the longest running campaign ever.

PROMOTION
Promote its brands in a rotational cycle of two to three years. Uses a variety of media to communicate. Most famous is billboard campaign. The endearing polka dressed girl and pun at various issues increased brands fan following. Below-the-line activity has grown too.

MISSION 2020
MISSION 2020 Amul envisages that the dairy cooperatives of Gujarat will have a group turnover of Rs. 27000 crores by the year 2020. Amul will create fresh avenues for growth by tapping the rising demand for new valueadded products. Plan to double to processing capacity of dairy plants to 20.7 million kg per day, by 2020.

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EXPORTS
AMUL is also the largest exporter of dairy products in the country. The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and [SAARC] SAARC neighbors, Singapore, The Philippines, Thailand, Japan and China. During the year 2010-11, exports has achieved turnover of Rs. 98 Crores. GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. The major export products are:

Consumer Packs
Amul UHT Milk (Long Life) o Amul Gold Extra Cream Milk o Amul Taaza Full Cream Milk o Amul Slim and Trim Milk Amul Pure Ghee Amul Mithaee Gulabjamun Nutramul Brown Beverage Amul Fresh Cream Amul Kool Beverages o Flavoured Milk o Butter Milk o Lassee Amulspray Amul Butter Amul Shrikhand

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Amul Cheese Amul Malai Paneer Amul Ice Cream

Bulk Packs

Amul Skimmed Milk Powder Amul Full Cream Milk Powder

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Many of amul products are now available in different countries. (Please click on the below mentioned countries in the map to contact the distributors of their products)

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CURRENT POSITION
The Kaira District Co-operative Milk Producers Union Limited, Anand, Gujarat, popularly known as Amul Dairy is a Dairy Cooperative with a turnover of more than Rs.2466/- crore. This Co-operative organization is created and owned by farmers and managed by professionals. It began its journey in 1946 and has inspired the nation in the Dairy Co-operative Movement to put India as the largest milk producing nation in the world. The brand Amul is known worldwide today and in India it is a household name. Number of Producer Members Number of Village Dairy Cooperative Societies Total Milk Handling Capacity Milk Collection (Daily Average) Milk Drying Capacity Whey Drying Capacity Cattle Feed Manufacturing Capacity Sales Turnover 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 Rs (Million) 4880 5460 6000 7090 8220 10770 13780 16950 21110 24660 6,69,546 1176 2.4 Million liters per day 1.5 Million liters 100 Mts per day 60 Mts per day 1100 Mts per day US $ (in million) 102 116 138 160 202 272 310 360 469 528

Note: There are, in all, 17 District Co-operative Milk Producers Unions federated to Gujarat Co-operative Milk Marketing Federation Limited, Anand which markets milk and milk products under the brand of Amul & Sagar.

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Achievements of the "Amul Movement"

Achievements of the "Amul Movement" Phenomenal growth encouraged Indian dairy farmers Coverage area Able to maintain democratic structure at least at the grass-root level Instrumental in bridging social divides propagating the concepts Removed the poor farmers of India from the shackles of agents & middlemen.

Awards
APEDA Award from Government of India for Excellence in Dairy Product Exports. " Golden Trophy by APEDA in the year 2009-2010. The IMC Ramkrishna Bajaj National Quality Award 2003. Topmost International Dairy Federation Marketing Award. CRISIL , India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

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CONCLUSION
We conclude that, Amul one of the fastest growing industries of India. This industry has revolutionized the Indian dairy sector and also brought it back from the brink of extinction. Also it was one of the first successful cooperative associations in India and also now the market leader in the dairy sector. Amul remained as the trend setter in the whole operations. Amul projects delivered a lot of benefits to the rural community. Unlike the others in the industry Amul facilitated the rural mass for in becoming an empowered community. Agricultural Universities and Government Agencies are also getting into the projects of GCMMFL. Amul itself has seen increased revenues.

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Bibliography
http://amulindia.com http://carimg.sulekha.com/automotive-albums/default/original/amul.jpg http://toi.amul.com/images/RajivGandhiAward.jpeg.com http://toi.amul.com/amul_vidyabhushan1.com http://slideshare.com http://scrib.com