Amul Intro Pages Final
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UNIVERSITY OF MUMBAI A PROJECT ON:
AMUL- “TASTE OF INDIA” SUBMITTED BY:
MR.MUKESH S. BHOIR PROJECT GUIDE:
PROF. R. SUBRAMANIAN.
THIRD YEAR BACHELOR OF MANAGEMENT STUDIES ACADEMIC YEAR 2005-2006
KARMVEER BHURAO PATIL, COLLEGE CODE-33 VASHI, NAVI MUMBAI 4000703.
DECLARATION
I, MR.MUKESH S. BHOIR student of Bachelor Of Management Studies (BMS), at the University of Mumbai declare that the work done on the project entitled “Amul- taste of India” is original. Any references made in this report have been duly acknowledged. The study on the process involved in this project and the conclusions reached thereby are the copyright of the author. This report must not be reproduced without prior permission of the author. To the best of my knowledge and belief the subject matter presented here is original and has not been submitted to any University till date.
PLACE: VASHI, NAVI MUMBAI.
DATE: -
AUTHOR
MUKESH S. BHOIR.
CERTIFICATE
I, Mr. R.Subramanian. Hereby certify that Mukesh S. Bhoir (Semester V) of K.B.PATIL COLLEGE, has completed the project on “Amul- taste of India” in the academic year 2005-2006. The information submitted is true and original to the best of my knowledge.
__________ Mr.R. Subramanian. (Project guide)
Acknowledgement I would like to acknowledge the following as being instrumental in the completion of the project. First and foremost I would like to thank UNIVERSITY OF MUMBAI for giving us an opportunity to do a project .It was a very good learning experience. To be frank it was tiring but a lot of fun. I would like to thank my project guide
Mr. R. Subramanian whose invaluable
support and guidance helped me in every aspect of this project .Without his guidance the project seemed impossible .To me he cleared even the silliest of my doubts. He was always there for me whenever I needed him. I am also very grateful to BMS co-coordinator Prof. C.D. Bhosale.He was always there for us and her moral support was very important for me. I would also like to thank my FAMILY whose support and motivation helped me complete my project .They gave me financial support whenever I needed it.I would also like to thank my FRIENDS for giving me all the support and helping me out in this project.
The Taste Of India.
INDEX CHAPTER NO. I
II
III
IV
PARTICULARS
PAGE NO.
HYPOTHESIS & METHODOLOGY SYNOPSIS EXECUTIVE SUMMARY
1 2 3
OVERVIEW OF THE INDIAN DAIRY INDUSTRY. 1.1 DEFINITION OF A CO-OPERATIVE 1.2 INDIA: WORLD’S LARGEST MILK PRODUCER. 1.3 INDIAN DAIRY: EXPANDIND DAILY. 1.4 SWOT ANALYSIS OF THE INDIAN DIARY INDUSTRY.
6 7 9 9
KAIRA DISTRICTMILK PRODUCERS COOPERATIVE UNION LTD. 2.1 BEGIN WITH A STRIKE. 2.2 THE CHURNING BEGINS. 2.3 AN UNLIKELY RECRUIT. 2.4 A CONSISTENT ENEMY. 2.5 AN EXCUSE TO EXPAND. 2.5.1 Khurody’s Justification.
13 14 15 16 18 19
AMUL. 3.1 LESSONS IN MARKETING. 3.1.1 Branding. 3.1.2 Advertising. 3.1.3 Distribution. 3.2 MARKETING WARFARE. 3.3 TAKING ON THE GIANTS.
22 22 22 23 24 25
THE ANAND PATTERN. 4.1 METHODOLOGY. 4.2 SUCCESS REPLICATED. 4.2.1 Mehsana. 4.2.2 Surat. 4.2.3 Sabarkantha. 4.2.4 Baroda. 4.3 THE DESIGN-CONCEPT OF THE ANAND PATTERN. 4.4 CRITICAL ANALYSIS OF THE ANAND PATTERN. 4.5 RECOGNITION.
27 30 32 32 32 32 33 33 35 38
PARTICULARS
PAGE NO.
V
NDDB: NATIONAL DAIRY DEVELOPMENT BOARD. 5.1 OBJECTIVES. 5.2 EARNING REVENUE. 5.3 NDDB TODAY.
39 40 40 42
VI
A BILLION LITRE IDEA: OPERATION FLOOD. 6.1 OBJECTIVES. 6.2 PHASE I (1970--1981) 6.3 PHASE II (1981--1985) 6.4 PHASE III (1985--1996} 6.5 FAR REACHING CONSEQUENCES.
43 44 45 47 47 48
VII
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION.
50
VIII
MILK COMPANY TO A FOOD CONGLOMERATE. 8.1 CURRENT SCENARIO. 8.2 FUTURE SCENARIO. 8.3 THE LATEST OFFERING. 8.4 MARKET COMPETITION. 8.5 ALLIANCES 8.5.1 What Can Go Right? 8.5.2 What Can Go Wrong?
53 54 55 56 60 62 62
IX
OTHER SERVICES. 9.1 SOCIAL RESPONSIBILITIES. 9.2 MUSEUM. 9.3 VIILAGE SOCIETIES ISO 9002 CERTIFICATE. 9.4 EMPOWERING WOMEN. 9.5 VIDYA DAIRY: INDIA’S FIRST STUDENT DAIRY.
60 60 60 61 61 62
X
AMUL: A CASE EXAMPLE
67
XI
RECOMMENDATIONS AND CONCLUSION. 10.1 PEOPLE POWER: AMUL’S SECRET OF SUCCESS. 10.2 RECOMMENDATIONS.
72 73 74
BIBLIOGRAPHY
76
ANNEXURES
77
AMUL- “TASTE OF INDIA” SUBMITTED BY:
MR.MUKESH S. BHOIR PROJECT GUIDE:
PROF. R. SUBRAMANIAN.
THIRD YEAR BACHELOR OF MANAGEMENT STUDIES ACADEMIC YEAR 2005-2006
KARMVEER BHURAO PATIL, COLLEGE CODE-33 VASHI, NAVI MUMBAI 4000703.
DECLARATION
I, MR.MUKESH S. BHOIR student of Bachelor Of Management Studies (BMS), at the University of Mumbai declare that the work done on the project entitled “Amul- taste of India” is original. Any references made in this report have been duly acknowledged. The study on the process involved in this project and the conclusions reached thereby are the copyright of the author. This report must not be reproduced without prior permission of the author. To the best of my knowledge and belief the subject matter presented here is original and has not been submitted to any University till date.
PLACE: VASHI, NAVI MUMBAI.
DATE: -
AUTHOR
MUKESH S. BHOIR.
CERTIFICATE
I, Mr. R.Subramanian. Hereby certify that Mukesh S. Bhoir (Semester V) of K.B.PATIL COLLEGE, has completed the project on “Amul- taste of India” in the academic year 2005-2006. The information submitted is true and original to the best of my knowledge.
__________ Mr.R. Subramanian. (Project guide)
Acknowledgement I would like to acknowledge the following as being instrumental in the completion of the project. First and foremost I would like to thank UNIVERSITY OF MUMBAI for giving us an opportunity to do a project .It was a very good learning experience. To be frank it was tiring but a lot of fun. I would like to thank my project guide
Mr. R. Subramanian whose invaluable
support and guidance helped me in every aspect of this project .Without his guidance the project seemed impossible .To me he cleared even the silliest of my doubts. He was always there for me whenever I needed him. I am also very grateful to BMS co-coordinator Prof. C.D. Bhosale.He was always there for us and her moral support was very important for me. I would also like to thank my FAMILY whose support and motivation helped me complete my project .They gave me financial support whenever I needed it.I would also like to thank my FRIENDS for giving me all the support and helping me out in this project.
The Taste Of India.
INDEX CHAPTER NO. I
II
III
IV
PARTICULARS
PAGE NO.
HYPOTHESIS & METHODOLOGY SYNOPSIS EXECUTIVE SUMMARY
1 2 3
OVERVIEW OF THE INDIAN DAIRY INDUSTRY. 1.1 DEFINITION OF A CO-OPERATIVE 1.2 INDIA: WORLD’S LARGEST MILK PRODUCER. 1.3 INDIAN DAIRY: EXPANDIND DAILY. 1.4 SWOT ANALYSIS OF THE INDIAN DIARY INDUSTRY.
6 7 9 9
KAIRA DISTRICTMILK PRODUCERS COOPERATIVE UNION LTD. 2.1 BEGIN WITH A STRIKE. 2.2 THE CHURNING BEGINS. 2.3 AN UNLIKELY RECRUIT. 2.4 A CONSISTENT ENEMY. 2.5 AN EXCUSE TO EXPAND. 2.5.1 Khurody’s Justification.
13 14 15 16 18 19
AMUL. 3.1 LESSONS IN MARKETING. 3.1.1 Branding. 3.1.2 Advertising. 3.1.3 Distribution. 3.2 MARKETING WARFARE. 3.3 TAKING ON THE GIANTS.
22 22 22 23 24 25
THE ANAND PATTERN. 4.1 METHODOLOGY. 4.2 SUCCESS REPLICATED. 4.2.1 Mehsana. 4.2.2 Surat. 4.2.3 Sabarkantha. 4.2.4 Baroda. 4.3 THE DESIGN-CONCEPT OF THE ANAND PATTERN. 4.4 CRITICAL ANALYSIS OF THE ANAND PATTERN. 4.5 RECOGNITION.
27 30 32 32 32 32 33 33 35 38
PARTICULARS
PAGE NO.
V
NDDB: NATIONAL DAIRY DEVELOPMENT BOARD. 5.1 OBJECTIVES. 5.2 EARNING REVENUE. 5.3 NDDB TODAY.
39 40 40 42
VI
A BILLION LITRE IDEA: OPERATION FLOOD. 6.1 OBJECTIVES. 6.2 PHASE I (1970--1981) 6.3 PHASE II (1981--1985) 6.4 PHASE III (1985--1996} 6.5 FAR REACHING CONSEQUENCES.
43 44 45 47 47 48
VII
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION.
50
VIII
MILK COMPANY TO A FOOD CONGLOMERATE. 8.1 CURRENT SCENARIO. 8.2 FUTURE SCENARIO. 8.3 THE LATEST OFFERING. 8.4 MARKET COMPETITION. 8.5 ALLIANCES 8.5.1 What Can Go Right? 8.5.2 What Can Go Wrong?
53 54 55 56 60 62 62
IX
OTHER SERVICES. 9.1 SOCIAL RESPONSIBILITIES. 9.2 MUSEUM. 9.3 VIILAGE SOCIETIES ISO 9002 CERTIFICATE. 9.4 EMPOWERING WOMEN. 9.5 VIDYA DAIRY: INDIA’S FIRST STUDENT DAIRY.
60 60 60 61 61 62
X
AMUL: A CASE EXAMPLE
67
XI
RECOMMENDATIONS AND CONCLUSION. 10.1 PEOPLE POWER: AMUL’S SECRET OF SUCCESS. 10.2 RECOMMENDATIONS.
72 73 74
BIBLIOGRAPHY
76
ANNEXURES
77
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