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Project on: Amul industry, Anand, Gujarat.

Guided by: Miss rupalgujarathi

Name kanikalal Class: BMS II Roll no: 02



I would like to express my gratitude towards the principle of our college, SMRK. BK.AK. Mahila Mahavidyalaya, Dr. Mrs. D.P. Deshpande and our vice principle mams Rane mam and deshmukh mam for giving us an opportunity to visit such industry. I would like to thanks Mrs. Kadam and Miss vaisampayan mams for conducting this industrial visit and miss gujrathi mam for helping and guiding in the project. And i also would like to thank my parents and classmates for helping in making the project.


Introduction Story of amul GCMMF Company profile Management functions Products HR of amul Marketing Conclusion and bibliography


Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is managed by Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF). AMUL is based in Anand, Gujarat and has been a sterling example of a cooperative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India. It is also the world's biggest vegetarian cheese brand.

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul( word Amulya( ) is derived from the Sanskrit

), meaning invaluable. The co-operative is also

sometimes referred to by the unofficial backronym: Anand Milk Union Limited.Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas.Dr VergheseKurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul.


The story of AMUL inspired Operation Flood ' and heralded the 'White Revolution ' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Amul has become a symbol of the aspirations of millions of farmers; creating a pattern of liberation and self-reliance for every farmer to follow. The AMUL revolution started as awareness among the farmers grew and matured into a protest movement. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. Private traders and middlemen controlled the marketing and distribution system for the milk. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw away prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves.

In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. Currently AMUL has 2.28 million producer members with milk collection average of 5.08 million liters/day. Today AMUL is a symbol of many things. (High-quality products sold at reasonable prices, genesis of a vast co-operative network and a proven model for dairy development). The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948.

GCMMF (Gujarat Cooperative Milk Marketing Federation)

GCMMF is India's largest food products marketing organization. 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 quality products which are good value for money. CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

GCMMF is a unique organization. It's a body created by Farmers, managed by competent professionals serving a very competitive and challenging consumer market. It is a true testimony of synergistic national development through the practice of modern management methods.

Amul India is a Private Sector Company that offers services in FMCG with Annual Total Turnover of 5000+ Crs and with Employee Strength of 2501 -5000. The Amul India Company profile, Contact numbers, Contact Address, and services offered are furnished below.

Amul India Head Office Address : Gujarat Cooperative Milk Marketing Federation PO Box 10 Amul Dairy Road Anand : 388001 Gujarat ,India .

Amul India Phone Number : (2692) 258506 258507 Amul India Website : www.amul.com

Amul India Financial Details : No of Employees 2501 -5000 Turnover in Crs 5000+ Crs Sector- Private Sector


PLANNING : AMUL has been able to: Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations. Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agro-economic systems.

Milk is very perishable product so it has to be consumed within 24 hours. In order to avoid wastage AMUL converts the milk into SNF and milk solids by evaporating the water, which comprises up to 60-70% of milk contents. This is possible only if the distribution channel right from the producer to the consumer is well organized. Last year, they are divided the retail market into 14 specific segments to achieve further distribution efficiency. This year AMUL is focusing on inducting distributers having expertise in servicing such specific market segments. Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers. Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, AMUL is an example par excellence, of an intervention for rural change.

ORGANISING: AMUL is leaded by the director under him five branches viz. Factory, Marketing, Accounts, Purchase, Human Resources Department. Factory department has a separate general manager under him three are six branches viz. Production, Stores, Distribution, Cold Storage, Quality, and Deep-freezing. This department takes care of the factory work.

Marketing department has regional senior marketing manager and under him there is regional manager. This department takes care of the marketing aspects of AMUL. Account department takes care regarding accounts i.e , day-to-day work. Under the accountant there is one clerk. Purchase department takes care regarding the purchase of raw materials and many other things.

STAFFING: Staffing is a process which includes recruitment, selection, training, placement, appraisal, promotion, and career planning. In larger organizations, a separate department called Personnel Department looks after these functions and this is headed by a qualified professional manager called Personnel Manager .


1) Bread spreads: Amul butter Amul lite Delicious table margarine

2) Milk drinks: Amul kool Kook koko Nutramul energy drink Amul kool bottled milk Amul lassi Amul; buttermilk Thandai



3) Powdered milk Amul spray infant milk food Amul instant full cream milk powder Sagar skimmed milk powder Sagar milk whitener Amulya dairy whitener

4)fresh milk: Amul Fresh Milk Amul Gold Milk Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Fresh Cream Amul Calci+


5)cheese: Amul Pasteurised Processed Cheese Amul Cheese Spreads Amul Emmental Cheese Amul Pizza Mozzarella Cheese Gouda Cheese

6)cooking items: Amul / Sagar Pure Ghee Cooking Butter Amul Malai Paneer Utterly Delicious Pizza Mithai Mate Pro-biotic Dahi


7)deserts: Amul Ice Creams Amul Shrikhand Amul Mithaee Gulab Jamuns Amul Chocolates Amul Basundi Amul Flaavyo Yoghurt



1. Recruitment and selection: There are two types of Recruitment sources followed by Amul: EXTERNAL SOURCES and INTERNAL SOURCES. INTERNAL SOURCES: Internal sources include personnel already on the payroll of the organization. Present Permanent Employees. Employee Referrals Former Employee EXTERNAL SOURCES: These sources lie outside the organization. In AMUL they consider following sources of recruitment like Campus Interview, Unsolicited Application, Application Blank, and Placement Agencies etc.

2. Training and development: Training is the process where the work related knowledge, skills and attitude are given to new employees. By which they aware the policies rules and increase technical and manual efficiency and create of responsibility. AMUL has accepted three methods for the training: On the job method, Off the job method, In house training, Out house training. Identification of need of Training Module Preparation Selection of Employee for the Training Training Feedback


Performance appraisal: The AMUL adopts the following appraisal system Final confirmation with the recommendation by the divisional heads comes from the MD on annual basis. His work is evaluated by Check list Method of Performance Appraisal. These are a various method used to appraise the performance of an employee.

4. Salary and wage administration: common method is followed for the wage and salary administrat ion according to Muster roll. Timekeeper sends that muster roll to the account department for attendance of each and every employee. This will analyze and entered in the computer. After this salary is calculated for each employee through computer according to that they prepare salary sleep of employees. other management function of amul includes: 5. Employee turnover 6. Compensation. 7. Industrial relation. 8. Factory act. 9. Industrial dispute act. 10. Human resource information system (HRIS).



Marketing AMUL has also its own marketing concept. AMUL targets all type of customers like babies, children, young customers and old age customers etc. Amul try best for satisfying needs by providing good quality products.

The prices of products of Amul are also decided by the GCMMF. The GCMMF conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the prices of Amul products. The price of the products of Amul are also decided by the GCMMF .The GCMMF conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the price of Amul products . However, the price is inclusive of several elements like: Cost of milk. Labour cost. Processing cost. Packaging cost. Advertising cost. Transportation cost. Sales promotion cost. Taxes etc. The GCMMF considers all this cost. Aspects and set them up in pricing structure to decide the selling price of milk and milk products.

Marketing Promotion includes a variety of techniques including advertisement, sale promotion, public relations and personal selling that are used to communicate with customers and potential customers. Television is the best media for advertising in the local areas .Hoardings designed on the creative basis attract the customers more.


Amul has developed federation and Amul parlours located in several parts of country. Amul have managed to create more than 2300. Amul have identified certain potential locations such as Railway, Airports, universities, and shopping malls. The GCMMF handles the workers relating to Managing of stocks and distributors to in the country. Thus GCMMF looks offer the disbursement of products to the various Marketing channels. . At Amul, since marketing activities are handle by the GCMMF, market segmentation is also decided by GCMMF. Generally, Milk products like Butter, cheese are also popular in the all age group. Hence they are segments at the national level. Milk products like chocolates and milk powder are segmented on the basis of age. The GCMMF conduct the market survey to know demand for the products of Amul in the Market and then accordingly determines the market segments, defines the target market. Customer Based Market Segmentation: Kids Women Calorie Conscious, Health Conscious, Youth Amul Kool, Chocolate Milk, Nutramul Energy Drink, Amul Kool Milk Shake, Amul Calci, Utterly Delicious Pizza, Amul Emmental Cheese, Amul Cheese Spreads, Amul Lite, Sagar Skimmed, Milk Powder, Amul Lite, Slim and Trim Milk, Nutramul Amul Shakti Health Food Drink. Industry Based Market Segmentation: Milk, Butter/Cheese/Ghee, Ice-cream, Manufacturers Restaurant/Food Chains, Temples, Bakery & Confectionaries Pizza Retailers, Snacks Retailers, Coffee Shop Chains.


From the above analysis of the amul industry it can be concluded that it is a very vast and old industry while has helped many farmers across the Gujarat state in establishing permanent employment.

The production is a huge process at amul industry where in a number of different techniques are use to produce different types of products

Amul industry is Indias premier milk and milk producing industry.

http://toi.amul.com/products.html http://www.authorstream.com/Presentation/mukesh2000-1530419amul/ Amul - Wikipedia, the free encyclopedia GCMMF :: Amul - The Taste of India | Bread Spread Producers in ...