E com case study amul

T.Z.A.S.P.MANDAL’S PRAGATI COLLEGE OF ARTS, COMMERCE, AND SCIENCE S.Y.B.Sc.(IT) A CASE STUDY REPORT ON AMUL COMPANY PRESENTED ON: 15TH MARCH, 2010 ABLY GUIDED BY Madam Mrs. Leena Firake SUBMITTED BY ,[object Object]

Ms. Ashwini Godage - Roll No. 15

Ms. Priyanka Khedlekar - Roll No. 29

Ms. Namrita Sundarraj - Roll No. 34INDEX Sr. No.ContentsPage No.1. Introduction2. History3. Success Story4. Current Status5. List of Products6. Annual Turnover7. Achievements8. Awards9. Implementation of E-Commerce10. Future Plans INTRODUCTION AMUL means quot;
pricelessquot;
in Sanskrit. The brand name quot;
Amul,quot;
from the Sanskrit quot;
Amoolya,quot;
was suggested by a quality control expert in Anand. Amul:-Anand Milk Union Limited. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organisation. And of a proven model for dairy development. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India. HISTORY The birth of Amul at Anand provided the impetus to the cooperative dairy movement in the country. The Kaira District Cooperative Milk Producers’ Union Limited was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world in 1946. Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages. The Cooperative was further developed & managed by Dr. V Kurien along with Shri H M Dalaya. The first modern dairy of the Kaira Union was established at Anand (which popularly came to be known as AMUL dairy after its brand name). Indigenous R&D and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk – the first time on a commercial scale anywhere in the world. The foundations of a modern dairy industry in India were thus laid since India had one of the largest buffalo populations in the world. The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers’ Union Ltd. which had established the brand name AMUL in 1955 decided to hand over the brand name to GCMMF (AMUL). With the creation of GCMMF (AMUL), we[HYPERLINK quot;
http://en.wikipedia.org/wiki/Wikipedia:Avoid_weasel_wordsquot;
quot;
Wikipedia:Avoid weasel wordsquot;
who?] managed to eliminate competition between Gujarat’s cooperatives while competing with the private sector as a combined stronger force. GCMMF (AMUL) has ensured remunerative returns to the farmers while providing consumers with products under the brand name AMUL. This was possible due to the leadership of the founder Chairman of AMUL, Tribhuvandas Patel and the vision of the father of the White Revolution, Dr. Verghese Kurien who worked as a professional manager at AMUL. Numerous people contributed to this movement which would otherwise not have been possible. Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, is the architect of India’s White Revolution, which helped India emerge as the largest milk producer in the world. Impressed with the development of dairy cooperatives in Kaira District & its success, Shri Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr. V Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India. Operation Flood, the world’s largest dairy development programme, is based on the experience gained from the ‘Amul Model’ dairy cooperatives. The facilities at all levels are entirely farmer-owned. The cooperatives are able to build markets, supply inputs and create value-added processing. Thus, Amul Model cooperatives seem to be the most appropriate organizational force for promoting agricultural development using modern technologies and professional management and thereby generating employment for the rural masses and eradicating poverty in these undeveloped areas. India has already demonstrated the superiority of this approach. SUCCESS STORY Amul started off a small initiative of farmers in the Kaira district in Gujarat. Farmers who were under the clutches of middlemen for years, wanted to be independent and gain direct access to markets. They wanted to get rid of middlemen who were taking a huge share of their hard-earned profits. The Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) was registered on December 14, 1946. The unions received good support from the then home minister Vallabhbhai Patel. The farmers also owe it to Tribhuvandas Patel, a freedom fighter and a farmer himself, for helping them come together to build the enterprising organisation. It was a meeting between Tribhuvandas Patel and Verghese Kurien, who is now known as the father of the White Revolution, that paved the way for one of India's greatest success stories.The secret behind Amul's success. Empowering the farmers with a mission, the journey began to harvest the benefits of an economic revolution. Besides, getting good money for their products, job creation for hundreds of people in the villages was another big achievement. For the rural households in Kaira district, the dairy sector was their only source of regular income. Initially, started for just collection and processing of milk, the society took over key support initiatives for farmers, in times of crisis and in taking care of the livestock. The union began a daunting task by supplying milk for the Bombay Milk Scheme in June 1948. Soon hundreds of farmers joined the union and subsequently the volumes increased.The mission was aptly called 'Operation Flood' by Amul.After having succeeded in the milk business, Amul turned its attention to the milk by-products business.In 1954, Kaira District Co-operative Milk Producers' Union built a plant to convert surplus milk collected during winter to milk powder and butter. This was followed by a plant to manufacture cheese and baby food.The growth went on In 1973, the milk societies decided to set up a marketing agency to market their products.It was called the Gujarat Cooperative Milk Marketing Federation (GCMMF), registered as a co-operative society in July 1973.The best part of the system is that farmers run the whole show. The GCMMF hired trained marketing professionals to market Amul products.Over the years, Amul won the trust of the customers with quality products and at the same time helped farmers by offering the right price for their products. The success of the Amul model led to the similar organisations being setup by state governments throughout India. Today, the Gujarat Cooperative Milk Marketing Federation is India's largest food products marketing organisation. The 13 district cooperative milk producers' union today prides to have 2.79 million members handling 11.22 million litres of milk per day. The total milk production in 2008-2009 was 3.05 billion litres. Today, Amul is among the largest food brands in India and world's largest pouched milk brand with an annual turnover of $1,504 million (2008-09).Its product range offers a god variety - milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand.Besides India, Amul has forayed into markets in Mauritius, the United Arab Emirates, the United States of America, Bangladesh, Australia, China, Singapore, Hong Kong and some of the South African countries.Amul has thus revolutionised lives in rural India and made a mark for itself in the global arena. CURRENT STATUS GCMMF is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time - primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees Total Number of Branches GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers. AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and [SAARC] SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China. In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands.[7] LIST OF PRODUCTS ,[object Object],Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter 3001645314960 HYPERLINK quot;
http://www.amul.com/bread-lite.htmlquot;
Amul LiteLow fat, low Cholesterol Bread Spread Amul ButterUtterly Butterly Delicious lefttop Cooking Butter ,[object Object]

Amul Cow Ghee Sagar Pure Ghee200ml Refill 500ml Pouch 1/2/5 Lit TinAmul Pure Ghee1 kg tin ,[object Object]

Amul Pasteurized Processed Cheddar Cheese

Amul Malai Paneer (cottage cheese)

Utterly Delicious Pizza Amul Pasteurised Processed Cheese100% Vegetarian Cheese made from microbial rennetAmul Cheese SpreadsTasty Cheese Spreads in 3 great flavours. Amul Emmental CheeseThe Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aromaAmul Pizza Mozzarella CheesePizza cheese...makes great tasting pizzas! Amul Malai PaneerReady to cook paneer to make your favourite recipes!Gouda Cheese Utterly Delicious Pizza ,[object Object]

Amul Gold Full Cream Milk 6% fat

Amul Shakti Standardised Milk 4.5% fat

Amul Slim & Trim Double Toned Milk 1.5% fat

Amul Saathi Skimmed Milk 0% fat

Amul Cow Milk Amul Taaza Double Toned MilkAmul Shakti Toned Milk Amul Gold MilkAmul Lite Slim and Trim Milk Amul Fresh Cream ,[object Object]

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)

Amulspray Infant Milk Food Amul Spray Infant Milk FoodStill, Mother's Milk is Best for your baby ,[object Object]

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