AMUL The Taste of India

Presented By Ms. C. Shivani , Mr. Goutam Dash , Ms. K. Jyoti Iyer, Mr. Manas Das , Ms. Swetha Gothi

Content
INTRODUCTION CSR in AMUL STAKEHOLDER ANALYSIS in AMUL CORPORATE GOVERNANCE in AMUL CONCLUSION

INTRODUCTION
Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). The brand name Amul means AMULYA (suggested by a quality control expert

in Anand). This word derived form the Sanskrit word AMULYA which means
PRICELESS. Amul has spurred the white revolution of India, Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world Amul has more than 150 chilling centers in various villages. Dr. Verghese Kurien, former chairman of the GCMMF the man behind the success of Amul

Sustained growth Effective management Umbrella branding strategy Tagline The Taste Of India 1967, Mascot- Amul baby

Objective

Successful value for money strategy. A successful cooperative society that always take care of the farmers and loyal customers.

CORPORATE SOCIAL RESPONSIBILITY-THE AMUL WAY Organizational Structure

AMUL is a three tier co-operative organization

CSR-sensitive Business Philosophy

To serve the interests of milk producers and To provide quality products to consumers as value for money.

CSR-orientation To Distributors & Retailers CSR-oriented To Staff

 Is there REALLY a fortune at the bottom of the pyramid?

CSR-OTHER ACTIVITIES
Encourages woman to participate in dairy co-op societies. To develop and enhance leadership skills and qualities among women Amuls member unions organized three self managing leadership workshops at PRAJAPITA, BRAHMAKUMARIS, MOUNT ABU. 3100 women participated in this programme. Organization of AMUL YATRA in Anand.

AMUL RELIEF TRUST

GCMMF formed a specific organization named Amul relief trust. Donation of 50 million given for reconstruction of the school building Trust reconstructed 6 schools for a cost of Rs 41.1 millions.

Stake Holder Analysis

Owners & Stock Holders

Public, social, political, environmental

Partners & Suppliers

Government (local, state, national, international) Competitors

Buyers, customers

1. Amul never forgot its primary customer - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate) 2. The vast and complex supply chain Hierarchical network of cooperatives Stretches from small suppliers to large fragmented markets. 3. Help the Supplier 4. Retail outlet across INDIA 5. COMPETITORS :- ITC limited , Parle Products Pvt. Ltd. , Agro Tech Foods , Cadbury India Ltd. PepsiCo India Holdings , Nestle India Pvt. Ltd. , Britannia Industries Ltd. , Hindustan Uni Lever Limited , Dabur India Ltd. Etc. 6. Technology and e-initiatives

CUSTOMERS
Kids Women Youth Calorie Conscious
Amul Kool Chocolate Milk , Nutramul Energy Drink , Amul Kool Millk Shaake Amul Calci +

Utterly Delicious Pizza , Amul Emmental Cheese , Amul Cheese Spread Amul Lite , Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk

Health Conscious

Nutramul , Product for diabetic people Amul Shakti Health Food Drink

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CORPORATE GOVERNANCE
LEVEL MEMBERS District level Chairpersons, Registrar of Co-operatives, NDDB Representative, Technical Expert, CEO DECISION-MAKING Price paid to district unions (fixed across unions) Product mix and quantity

State Federation

District

Chairpersons of Village Dairy Co-operative Societies, BOD, MD

Price paid to village cooperative societies

Village

Milk Producers, Managing Committee

Membership Price paid to milk suppliers

Channels of Communication
Director massage in the WEBSITE Annual Report of AMUL Advertisement Website Amul TV

CONCLUSION
1. 2. 3. 4. Inspiring Leadership and Consuming Values Building Networks Coordination for Competitiveness Technology for Effectiveness

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