Amul
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NAME : Kaira District Co-Operative Milk Producers’ Union Limited, Anand Known as AMUL (Anand Milk Union Limited)
FORM : Co-Operative sector registered under the Co-Operative society Act.
LOCATION : Amul Dairy, Amul Dairy Road, Anand (GUJARAT), India.
REGISTRATION :
14th December 1946
Founder of Anand Milk Union Limited
CHAIRMAN : Shri Ramsingh P. Parmar
VICE CHAIRMAN :
Shri Gordhanbhai A. Patel
SIZE : Production of different products are on large scale besides the whole organization is also very large, collecting lacks liters milk every day and producing milk products.
Sales Turnover
Rs (million)
US $ (in million)
1994-95
11140
355
1995-96
13790
400
1996-97
15540
450
1997-98
18840
455
1998-99
22192
493
1999-00
22185
493
2000-01
22588
500
2001-02
23365
500
2002-03
27457
575
2003-04
28941
616
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
2007-08
52554
1325
2008-09
67113
1504
AMUL MOTTO: The main motto behind the Amul movement is to help farmers of Kaira District. The Amul system works with the objectives of paying highest possible price to the milk suppliers and lowest possible price to the consumers. These farmers supply raw milk for which they are paid cash on a dairy basis of the milk they bring to the milk collection centers. Milk fetches them money to suffice their dairy necessities. Amul union is one of the pioneers which started using their profit from the milk suppliers welfare.
MISSION 2020: Six decades ago, Sardar Patel had envisioned that dairy cooperative movement could liberate our farmers from economic oppression and lead them to prosperity. His dream was carried forward by far-sighted and visionary leaders like Shri Tribhuvandas Patel and Shri Motibhai Chaudhary, who selflessly dedicated their entire lives to this noble cause. Through his professional acumen and
meticulous planning, as well as leadership skills; Dr. Verghese Kurien successfully translated this dream into reality. In early 1950’s, when our cooperative movement was still in its infancy, Dr. Kurien created the grand design for an apex marketing federation for dairy cooperatives of Gujarat. After 20 years of persistent efforts, this organization took concrete shape in 1973 and has today transformed into a US$ 1.4 billion dairy giant.
In view of growth in business volumes and related complexities, it is pertinent that we have a clear vision for the next 10 years. This will enable all relevant stakeholders to align themselves to a common growth platform. In line with objective, we have prepared a comprehensive roadmap to guide dairy cooperatives of Gujarat to a glorious future, in the year 2020. This plan, appropriately titled “Mission 2020”, envisages that the dairy cooperatives of Gujarat will have a group turnover of Rs. 27000 crores by the year 2020. This will be a three-fold increase over our current group turnover of approx. Rs. 9600 crores.
In view of the high demand and procurement projections, we plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by 2020. I am glad to inform you that the plan 2020 has been shared with all the member unions. It has also been discussed in the respective boards and necessary resolutions for investments have also been taken. This detailed plan will serve as our comprehensive roadmap for the next ten years and will ensure a glorious future for our dairy cooperatives.
OUR FINDINGS • 10% people have not tasted Amul Chocolate. • Lake of Awareness in consumers. • Main product of Amul is milk so it concentrates less on chocolates. • Lack of Advertisement. • Amul is not using any brand ambassador. • Lack of Sales Promotional Activities.
LIMITATIONS • Limited time available for interviewing the respondents. • Children and teenagers give answers under the influence of their parents or elders • In summers people are less interested in filling up questionnaire. • language problem • Non-cooperative approach and rude behavior of the respondents. • If the respondents answer does not fall between amongst the options given then it will turn up to be a biased answer.
SUGGESTIONS • Company should use brand ambassador . • Amul should give local advertisements. • Amul should take proper action in order to improve service. • Try to change perception of people. • New attractive packing for chocolate. • Introduction of sales promotion schemes like free weight, tattoo, contest, free gifts etc.
Thank You !!!
FORM : Co-Operative sector registered under the Co-Operative society Act.
LOCATION : Amul Dairy, Amul Dairy Road, Anand (GUJARAT), India.
REGISTRATION :
14th December 1946
Founder of Anand Milk Union Limited
CHAIRMAN : Shri Ramsingh P. Parmar
VICE CHAIRMAN :
Shri Gordhanbhai A. Patel
SIZE : Production of different products are on large scale besides the whole organization is also very large, collecting lacks liters milk every day and producing milk products.
Sales Turnover
Rs (million)
US $ (in million)
1994-95
11140
355
1995-96
13790
400
1996-97
15540
450
1997-98
18840
455
1998-99
22192
493
1999-00
22185
493
2000-01
22588
500
2001-02
23365
500
2002-03
27457
575
2003-04
28941
616
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
2007-08
52554
1325
2008-09
67113
1504
AMUL MOTTO: The main motto behind the Amul movement is to help farmers of Kaira District. The Amul system works with the objectives of paying highest possible price to the milk suppliers and lowest possible price to the consumers. These farmers supply raw milk for which they are paid cash on a dairy basis of the milk they bring to the milk collection centers. Milk fetches them money to suffice their dairy necessities. Amul union is one of the pioneers which started using their profit from the milk suppliers welfare.
MISSION 2020: Six decades ago, Sardar Patel had envisioned that dairy cooperative movement could liberate our farmers from economic oppression and lead them to prosperity. His dream was carried forward by far-sighted and visionary leaders like Shri Tribhuvandas Patel and Shri Motibhai Chaudhary, who selflessly dedicated their entire lives to this noble cause. Through his professional acumen and
meticulous planning, as well as leadership skills; Dr. Verghese Kurien successfully translated this dream into reality. In early 1950’s, when our cooperative movement was still in its infancy, Dr. Kurien created the grand design for an apex marketing federation for dairy cooperatives of Gujarat. After 20 years of persistent efforts, this organization took concrete shape in 1973 and has today transformed into a US$ 1.4 billion dairy giant.
In view of growth in business volumes and related complexities, it is pertinent that we have a clear vision for the next 10 years. This will enable all relevant stakeholders to align themselves to a common growth platform. In line with objective, we have prepared a comprehensive roadmap to guide dairy cooperatives of Gujarat to a glorious future, in the year 2020. This plan, appropriately titled “Mission 2020”, envisages that the dairy cooperatives of Gujarat will have a group turnover of Rs. 27000 crores by the year 2020. This will be a three-fold increase over our current group turnover of approx. Rs. 9600 crores.
In view of the high demand and procurement projections, we plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by 2020. I am glad to inform you that the plan 2020 has been shared with all the member unions. It has also been discussed in the respective boards and necessary resolutions for investments have also been taken. This detailed plan will serve as our comprehensive roadmap for the next ten years and will ensure a glorious future for our dairy cooperatives.
OUR FINDINGS • 10% people have not tasted Amul Chocolate. • Lake of Awareness in consumers. • Main product of Amul is milk so it concentrates less on chocolates. • Lack of Advertisement. • Amul is not using any brand ambassador. • Lack of Sales Promotional Activities.
LIMITATIONS • Limited time available for interviewing the respondents. • Children and teenagers give answers under the influence of their parents or elders • In summers people are less interested in filling up questionnaire. • language problem • Non-cooperative approach and rude behavior of the respondents. • If the respondents answer does not fall between amongst the options given then it will turn up to be a biased answer.
SUGGESTIONS • Company should use brand ambassador . • Amul should give local advertisements. • Amul should take proper action in order to improve service. • Try to change perception of people. • New attractive packing for chocolate. • Introduction of sales promotion schemes like free weight, tattoo, contest, free gifts etc.
Thank You !!!
