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. AUTHOR

DATE: - 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 PARTICULARS PAGE NO.

NO.
 HYPOTHESIS & METHODOLOGY 1
 SYNOPSIS 2
 EXECUTIVE SUMMARY 3

I OVERVIEW OF THE INDIAN DAIRY INDUSTRY.

1.1 DEFINITION OF A CO-OPERATIVE 6
1.2 INDIA: WORLD’S LARGEST MILK PRODUCER. 7
1.3 INDIAN DAIRY: EXPANDIND DAILY. 9
1.4 SWOT ANALYSIS OF THE INDIAN DIARY 9
INDUSTRY.

II KAIRA DISTRICTMILK PRODUCERS COOPERATIVE

UNION LTD. 13
2.1 BEGIN WITH A STRIKE. 14
2.2 THE CHURNING BEGINS. 15
2.3 AN UNLIKELY RECRUIT. 16
2.4 A CONSISTENT ENEMY. 18
2.5 AN EXCUSE TO EXPAND. 19
2.5.1 Khurody’s Justification.

III AMUL.
3.1 LESSONS IN MARKETING. 22
3.1.1 Branding. 22
3.1.2 Advertising. 22
3.1.3 Distribution. 23
3.2 MARKETING WARFARE. 24
3.3 TAKING ON THE GIANTS. 25

IV THE ANAND PATTERN. 27

4.1 METHODOLOGY. 30
4.2 SUCCESS REPLICATED. 32
4.2.1 Mehsana. 32
4.2.2 Surat. 32
4.2.3 Sabarkantha. 32
4.2.4 Baroda. 33
4.3 THE DESIGN-CONCEPT OF THE ANAND PATTERN. 33
4.4 CRITICAL ANALYSIS OF THE ANAND PATTERN. 35
4.5 RECOGNITION. 38
 PARTICULARS PAGE NO.

V NDDB: NATIONAL DAIRY DEVELOPMENT BOARD. 39

5.1 OBJECTIVES. 40
5.2 EARNING REVENUE. 40
5.3 NDDB TODAY. 42

VI A BILLION LITRE IDEA: OPERATION FLOOD. 43

6.1 OBJECTIVES. 44
6.2 PHASE I (1970--1981) 45
6.3 PHASE II (1981--1985) 47
6.4 PHASE III (1985--1996} 47
6.5 FAR REACHING CONSEQUENCES. 48

VII GUJARAT CO-OPERATIVE MILK MARKETING 50

FEDERATION.

VIII MILK COMPANY TO A FOOD CONGLOMERATE.

8.1 CURRENT SCENARIO. 53
8.2 FUTURE SCENARIO. 54
8.3 THE LATEST OFFERING. 55
8.4 MARKET COMPETITION. 56
8.5 ALLIANCES 60
8.5.1 What Can Go Right? 62
8.5.2 What Can Go Wrong? 62

IX OTHER SERVICES. 60
9.1 SOCIAL RESPONSIBILITIES. 60
9.2 MUSEUM. 60
9.3 VIILAGE SOCIETIES ISO 9002 CERTIFICATE. 61
9.4 EMPOWERING WOMEN. 61
9.5 VIDYA DAIRY: INDIA’S FIRST STUDENT DAIRY. 62

X AMUL: A CASE EXAMPLE 67

XI RECOMMENDATIONS AND CONCLUSION. 72

10.1 PEOPLE POWER: AMUL’S SECRET OF SUCCESS. 73
10.2 RECOMMENDATIONS. 74

 BIBLIOGRAPHY 76

 ANNEXURES 77