AMUL
AMUL
AMUL
By-
Raghav seth
0911629
INTRODTION
c cNSDIFFRNTTHINGSTO
DIFFRNTO J
In the year 1946 the first milk union was established. This union was
started with 250 liters of milk per day. In the year 1955 AMUL was
established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS· UNION. This
union selected the brand name AMUL in 1955.
The brand name Amul means ´AMULYAµ. This word derived form
the Sanskrit word ´AMULYAµ which means ´PRICELESSµ. A quality
control expert in Anand had suggested the brand name ´AMULµ.
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. (The total sale is Rs. 6 billion in 2005). Today Amul is
a symbol of many things like of the 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' organization. And have a proven model for dairy
development (Generally known as ´ANAND PATTERNµ).
In the early 40·s, the main sources of earning for the farmers of Kaira
district were farming and selling of milk. That time there was high
demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Bombay from the Kaira district.
This system leads to exploitation of poor and illiterates· farmers by
the private traders. The traders used to beside the prices of milk and
the farmers were forced to accept it without uttering a single word.
The Kaira Union began pasteurizing milk for the Bombay Milk
Scheme in June 1948. By the end of 1948, more than 400 farmers
joined in more Village Society, and the quantity of milk handled by
one Union increased from 250 to 5,000 liters a day. The success of
Amul was instrumental in launching the White Revolution that
resulted in increased milk production in India. It is termed as
"Operation Flood" by Amul.
SWOT
À
1. The company is having Indian origin thus creating feeling of
oneness in the mind of the customers.
5. Amul has its base in India with its butter and so can easily promote
chocolates without fearing of loses.
1. There are various big players in the chocolate market, which acts as
major competitors restricting their growth.
1. There is a lot of potential for growth and development as huge
population stay in rural market where other companies are not
targeting.
1. The major threat is from other companies who hold the majority
share of consumers in Indian market i.e. Cadburys and Nestle.
G cTRIX
ÀÀ
Amul comes under stars as it has high profit margin and it keeps
up with its name .It is highly recognized with people for its brand
name and its quality. people trust the company for its production.
ISTONScHID:-
¯ GCMMF bags APEDA AWARD for 11th year in a row
¯ Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy
Summit
¯ Ramkrishna Bajaj National Quality Award-2003
¯ Amul - The Taste Of India (Gcmmf)Receives International Cio
100 Award For Resourcefulness
¯ Rajiv Gandhi national quality award-1999