Introduction of Dr Verghese Kurien

Born on november 26, 1921, in kozikhode, kerala. Dr. Verghese Kurien graduated with Physics from Loyola College, Madras in 1940. Subsequently, he did his B.E.(Mechanical) from the Madras University After that he went to USA on a government scholarship to do his Masters in Mechanical Engineering from Michigan State University. In between, he completed special studies in engineering at the Tata Iron and Steel Company Institute at Jamshedpur, Bihar. in February 1946 he underwent nine months of specialized training in dairy engineering at the National Dairy Research Institute of Bangalore.

Page 1

Profile of Dr Verghese Kurien

Background

In India, around two-thirds of the population is involved in agriculture. Most are small farmers, and many work on other people's land. Even these landless laborers, however, keep a few buffalo or cattle to produce milk. In the late 1940s and earlier, private dairies, middlemen, and inefficient collection and distribution systems resulted in milk of varying quality being erratically available across the country, often at high prices to consumers but with little profit for the producers.

Personal life Kurien belongs to the Syrian Christian community of India. He married his neighbor's daughter Molly. Molly was a gracious host and Dr Kurien's house used to serve as a guest house in Anand for the visiting dignitaries.He has one daughter Nirmala Kurien and a grandson, Siddharth.

Early Years, Education, and Career

Dr. Kurien was born on November 26, 1921, in Kerala, India. He received a Bachelor of Science degree from Madras University in 1940 and went on to receive a Bachelor of Mechanical Engineering from the same university in 1943. He received a Master of Science and Mechanical Engineering degree with distinction from Michigan State University in 1948 while on a government scholarship. He also completed special studies

Page 2

in engineering at the Tata Iron and Steel Company Institute at Jamshedpur, Bihar, in 1946 and did nine months of specialized training in dairy engineering at the National Dairy

Research Institute of Bangalore.

With his extensive background in mechanical engineering, Dr. Kurien began work for the Dairy Department of the Government of India as a dairy engineer in Anand, Gujarat at the Government Research Creamery in 1949.

In 1965, Dr. Kurien was named chairman of the National Dairy Development Board (NDDB). While serving as chairman, he developed a dairy program known as Operation Flood. He continued serving in this position until his retirement in 1998.

In 1973, Dr. Kurien set up the Gujarat Cooperative Milk Marketing Federation (GCMMF) to market the products produced by the Indian dairies (Amul brand) and served as member and chairman until his resignation in 2006.

Founder of Dairy Cooperative System in India The cornerstone of Dr. Kurien's endeavors is the individual dairy producer. In collaboration with farmers, cooperative managers, and public officials, Dr. Kurien successfully established the dairy program known across India as "Operation Flood that, between 1970 and 1996, allowed dairy farmers to own and operate milk production, processing, and marketing for the urban areas around the country.

Page 3

Dr. Kurien used his experience to work with the manager of the local Kaira District Cooperative Milk Producers Union to build an in-house processing plant and organize the cooperative to handle its own marketing directly to consumers.

After years of initial struggle, the cooperative began to produce dramatic results, involving over two million farmers. This led to the birth of Amul, the largest food product business in India. Based on the cooperatives successes, Prime Minister Shri Lal Bahadur Shastri created the National Dairy Development Board (NDDB) in 1965 to replicate the model nationally. The Prime Minister cited Dr. Kurien's "extraordinary and dynamic leadership" upon naming him chairman.

When Operation Flood began in 1970, total annual milk procurement was only 190,000 tons, with 278,000 farmers involved in the program. By 1998, at the time of Dr Kuriens retirement as chairman, the NDDBs programs involved more than ten million dairy producers in 81,000 cooperatives, supplying almost five million tons of milk annually to over 1,000 cities and towns throughout the country. Reaching nearly 250 million people, Operation Flood was the largest agricultural development program in the world. India emerged as the largest producer of milk in the world in 1998, surpassing the United States.

During the last 40 years, India's annual milk production has increased from 23.3 million tons (1968-69) to 100.9 million tons (2006-07) and is projected to reach 113 million tons for 2010-2011. The NBBD hopes to raise milk production to180 million tons by 20212022. Daily per capita milk consumption in India has more than doubled from a low of 107 grams in 1970 to over 230 grams; the countrys dairy supply has been growing about

Page 4

4 percent annually, while the population has been growing by less than 2 percent, thus increasing the per capita availability of dietary proteins, especially in areas identified as suffering from nutritional deficits.

As a result of Dr. Kuriens leadership, domestic milk prices have stabilized, India's towns and cities now receive an adequate supply of hygienic milk, and the 12 million small farmers and landless laborers who make up the majority of dairy cooperative membership now have a regular source of income. In addition, 95 percent of the equipment used in NBBD cooperatives is domestically produced.

Despite these achievements, perhaps Dr. Kuriens greatest contribution with Operation Flood was to put the farmer in command as the owner of his or her own cooperative a pivotal factor in the programs success. "These cooperatives created a grassroots foundation underpinning India's democracy," said Lalit Mansingh, Charge d'Affaires for the Embassy of India in the United States. Endowed with decision-making capacities, some leaders in cooperative-member communities have built facilities like libraries and healthcare centers with their profits. The success of the Operation Flood management model led to its application to other commodities. Fruits and vegetables are now produced and marketed through a cooperative system involving a network of over 250 farmerowned retail stores in Delhi.

Page 5

Honors and Awards

Dr. Kurien held positions ranging from the Chancellor of the University of Allahabad to a member of the Advisory Committee of the South Asian Network on Fermented Foods to chairman of the Viksit Bharat Foundation. He also served as chairman of the National Cooperative Dairy Federation of India Limited.

His honors and awards are numerous, but most notable are the Carnegie Foundations Wateler Peace Prize in 1986, International Person of the Year Award by the World Dairy Expo in 1993, Ordre du Merite Agricole by the Government of France in 1997, the 1999 Padma Vibhushan Award- Indias second highest civilian honor, and the 2000 Regional Award from the Asian Productivity Organization in Japan. Known as the Father of the White Revolution and also as the Milkman of India, Dr. Kurien received over 15 honorary degrees from universities in the United States, Canada, the United Kingdom, and India.

Legacy Innovation cannot be mandated or forced on people, Dr. Kurien said. It is everywhere, a function of the quality of the people and the environment. We need to have enough skilled people working in a self-actuating environment to produce innovation. To this end, Dr. Kurien was instrumental in establishing the Institute of Rural Management in 1979, which has trained over 8,300 specialists in the management and development of rural cooperatives, non-governmental organizations, and civic groups.

Page 6

"Without effective methods of distribution, food has no way of reaching the tables of the world's population," Dr. Borlaug said upon conferring the 1989 World Food Prize on Dr. Kurien. With almost 60 years of dedication to improving the practice and teaching of effective food distribution, Dr. Kurien educated and inspired food producers around the world.

Verghese Kurien (born November 26, 1921 at Kozhikode, Kerala) is the founder of the Gujarat Co-operative Milk Marketing Federation (GCMMF), an apex cooperative organization that manages the Amul food brand. He is recognised as the man behind the success of the Amul brand. Amul had a revenue of $1b USD in 2006-07. He is credited with being the architect of Operation Flood -- the largest dairy development program in the world. Kurien helped modernise Anand model of cooperative dairy development and thus engineered the White Revolution in India, and made India the largest milk producer in the world.

Page 7

Dr Verghese Kurien and his Contribution

Inception of Amul

About some 100 kms from Ahmedabad lies a small city named Anand. The city is known as the Milk Capital of India due to presence of the famous Amul Dairy there. Amul one of the most famous Dairy brands of our country came into existence in 1946. During that time there was only one dairy in the district of Anand and in Gujarat known as Polson Dairy which had been established in 1930. Polson Dairy was providing superior quality dairy products to up-market consumers. However it was involved in the exploitation of Indian farmers by not providing sufficient amount to them for milk and also not allowing them to sell milk to other vendors. Indian national leader Sardar Patel along with agitated farmers of that area initiated a non-cooperation movement against this process in the year 1946 and this lead to the foundation of Amul on 14th December 1946. Initially it supplied milk and other dairy products without any formalized distribution network or any supply chain in place. The brand name Amul had not been adopted at that time and it was called KDCMPUL (Kaira District Cooperative Milk Producers union Limited). It started initially with two dairy co-operative societies and 247 liters of milk only.

Dr. Verghese Kurien and Amul

It was on 13th May 1949, a young engineer who had just completed his Masters Degree in Dairy Engineering arrived at Anand to serve the bond period against the government scholarship for his education. His name was Mr. Verghese Kurien, later to be known to the whole world as Dr. Verghese Kurien. At the start of it all, he served there just to complete his required period and was ready to leave Amul after that but he was persuaded

Page 8

to stay back at Amul by Mr. Tribhuvandas Patel the founder of KDCMPUL. He along with Mr. Patel started developing co-operatives in the Kheda district. The role of cooperatives was to procure the milk from the farmers and to pay the farmers their appropriate amount according to the quality of milk. Further detailed operation cycle of the co-operatives is explained in the following section. Mr. Kurien however wanted to give KDCMPUL a unique name which could be easily pronounced by all and which could also help in growth of the union. Suggestions were asked from various employees and farmers for an appropriate name. Soon, a quality control supervisor recommended the name Amulya which is derived from a Sanskrit word meaning priceless and implies unmatchable excellence. The name was modified to Amul to make the union also a part of this name and hence brand AMUL- Anand Milk Union Limited, came into existence.

Operation of Co-operative Model

Amul formed several co-operative societies for a group of villages. These co-operative societies had the task of collecting milk from the village farmers twice a day. The payment was made to the farmers according to the fat content in the milk. Sufficient steps (such as standard fat measurement machine, surprise checks, educating farmers etc.) were taken to prevent malpractices and enhance the overall process. These milk cans were then transferred to nearby Milk Chiller Unit on the same day. It was kept in storage there for few hours then they were transferred for the pasteurization and finally to the cooling and packaging unit. After that milk was delivered to the wholesale distributor and then to the retailers and finally to the consumer thus following two-level distribution marketing channel. The upstream supply chain was entirely designed by Dr. Kurien and Mr.

Page 9

Tribhuvandas Patel as a result of which the co-operative mechanism kept getting better and by the end of 1960 Amul had become a success story in Gujarat.

Page 10

Dr. Verghese Kurien - Father of the Milk Revolution of India

Dr. Verghese Kurien, the father of the milk revolution or the white revolution of India, is fondly remembered for playing a pivotal role in making India the world leader in milk production. It is just 1 year since he passed away at the age of 91 years on September 9, 2012. He was born in Kozhikode, Kerala in 1921. He has won the World Food Prize, the Padma Vibhushan and the Ramon Magasay Award. Dr. Verghese Kurien spearheaded Operation Flood which led to India becoming the leading nation in milk production and beat the USA in 1998. Due to Operation Flood, India which was earlier struggling to provide milk for its own people became selfsufficient for the first time in the production of milk and dairy-related products. Within two decades, India transformed itself from a milk importer to a milk and dairy products exporter. His name is synonymous with Amul, but apart from Amul, he established approximately 30 institutions like the National Dairy Development Board (NDDB), Institute of Rural Management Anand (IRMA) and Gujarat Cooperative Milk Marketing Federation (GCMMF). Dr. Verghese Kurien was mentored by Tribhuvandas Patel who shared the Ramon Magasay Award with him and was the brainchild behind forming cooperatives for dairy farming. Under the dynamic leadership of Dr. Verghese Kurien, the cooperative model of dairy farming spread to many Gujarati districts and was then adopted all over India and even spread abroad. Buffalo milk which is in abundance in India was used instead of cows milk for making skimmed and condensed milk which helped the Amul brand compete with brands like Nestle. Technological support and know-how was provided to local dairy farmers and the cooperative movement also empowered women to be dairy entrepreneurs. Dr. Verghese Kurien was thus heralded as the milkman of India and
Page 11

helped in mitigating poverty due to the empowering dairy farming cooperative movement. The ironic aspect of Dr. Verghese Kurien being the milkman of India was that Dr. Kurien did not drink milk.

Fig 1. Flow Diagram of Amul Co-operatives Operation Operation Flood The white Revolution The year was 1964 when our Prime Minister Mr. Lal Bahadur Shastri was invited to Anand to inaugurate the new cattle-feed plant of Amul. He was supposed to return back by end of the day but after reaching Anand he insisted to stay there to learn about the success of the co-operatives. He visited almost all the co-operatives with Dr. Kurien and was impressed with the process with which Amul was sourcing the milk from farmers and at the same time helping them to improve their economic condition. Later, he returned to Delhi and asked Dr. Kurien to replicate the Amul pattern across the country. The combined effort resulted in creation of the National Dairy Development Board (NDDB) in the year 1965. Dr. Kurien took charge of NDDB and began the herculean task of replicating the overall pattern of the working at Anand to other parts of the country. By this time the demand for milk was growing at a faster rate than the supply of milk. India could have easily become the largest importer of

Page 12

milk like Sri Lanka were, had sufficient steps not been taken at that time by the Indian government and NDDB. Money was the biggest problem faced by NDDB during that period and was a critical resource needed to revolutionize the milk industry. To deal with it, NDDB tried to pursue World Bank for loans and other grants with no conditions at all. When the President of World Bank came to India in 1969, Dr. Kurien told him Give me money and forget about it. A few days later, World Bank approved the loan for NDDB without even a single condition. This help was part of an operation, later known as Operation Flood which was done to replicate the Anand working pattern across India. Operation Flood was subsequently implemented in India in three phases adding around 0.1 million co-operatives and 5 million milk producers. Dr. Kurien also took several other measures such as developing milk powder, developing several varieties of dairy products, emphasis on the health of cattle and development of vaccines etc. In 1973, he also set up GCMMF (Gujarat co-operative milk marketing federation) an individual marketing unit of Amul to sell the Amul as a brand in India as well as abroad. He also founded IRMA Institute of Rural Management Anand in 1979, to pass on the gained knowledge to future generations and to place rural India on the front map. As a result of these combined efforts, Amul currently boasts of 15 million milk producers pouring their milk in 1,44,246 dairy co-operative societies across the country a huge chain that has resulted in us being the largest milk producing country today. This has been the story of a young engineer who was born in Calicut and was later known as the father of White Revolution and was honored with some of the most prestigious Government awards like Padma Vibhushan, Ramon Magsaysay and Krushi Ratna etc. He took his last breath on 9thDecember 2012 but he will always be

Page 13

remembered for his immense contribution to the farmers, to the Amul Brand and to the millions of consumers of dairy products.

Page 14

Inspirational Leadership & Qualities

Leadership Father of the white revolution in india. Architect behind the success of the largest dairy development programe in the world. Chairman of the gujarat co-operative milk marketing federation ltd. (gcmmf). His name was synonymous with the amul brand. Under dr. Kurien's stewardship india became the as the largest producer of milk in the world. Kurien was committed to promoting cooperatives to empower the indian farmer. Dr. Norman borlaug has called him one of the worlds great agricultural leaders of this century.

Qualities Clarity of vision and ability to share it with others . Real passion and pride in what they believe . Ability to inspire and motivate others Willingness to take (calculated) risks Lateral thinking and ability to find innovative ideas and solutions to problems. Positive attitude at all times and an innate ability to be diplomatic in any circumstances Respect for all (team members, temps, customers, suppliers and directors alike) Committed to making a significant difference Clear standards of ethics and integrity; openness and honesty
Page 15

Ability to drive, inspire and embrace change and continuous improvement

Page 16

Father of White Revolution Passes Away

Dr. Verghese Kurien, the Father of the White Revolution, passed away in the early hours of today, after a brief illness. He was 91 years old. He is survived by his wife, Molly Kurien, daughter Nirmala and grandson, Siddharth.

Dr. Kurien, was the architect of India';s White Revolution, which helped India emerge as the largest milk producer in the world. Founder Chairman of the National Dairy Development Board (NDDB) from 1965 to 1998, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), from 1973 to 2006 and the Institute of Rural Management (IRMA) from 1979 to 2006, his professional life has been dedicated to empowering the Indian farmers through co-operatives. Dr. Kurien has helped to lay the foundation of democratic enterprises at the grass roots. He believed that by placing technology and professional management in the hands of the farmers, the standard of living of millions of our poor people can be improved.

The cooperative movement, he helped to create became a model not only for India, but for developing countries throughout the world. The Operation Flood Programme, of which Milk Producers'; Cooperatives were the central plank, emerged as India';s largest rural employment programme and unleashed the larger dimension of dairy development. Dr. Kurien was the undisputed 'Milkman'; of India. Born on November 26, 1921 at Kozhikode, Kerala, he graduated in Science from the Loyola College in 1940 and obtained hisdegree in Engineering from the Guindy College of Engineering in Chennai. After a stint at TISCO, Jamshedpur, he obtained the Govt. of India';s scholarship to study Dairy Engineering. After some specialized training at the Imperial Institute of Animal Husbandry & Dairying, Bangalore, he left for the United States where he completed his
Page 17

Masters degree in Mechanical Engineering with Dairy Engineering as a minor subject from the Michigan State University in 1948.

Upon his return to India, Dr. Kurien was assigned to a Government Creamery located at Anand in Gujarat to serve his bond period. He arrived in Anand on Friday, the 13th May 1949. His only intention at that time was to obtain a release from his bond and get out of Anand as quickly as possible. At the end of 1949, when he got release orders from his job from the Government Creamery, he was all set and eager to pack off to Mumbai. Shri Tribhuvandas Patel, the then Chairman of Kaira District Co-operative Milk Producers Union (popularly known as Amul), with whom Kurien had developed a friendship requested him to stay on in Anand for some more time and help him put his co-operative society';s dairy equipment together. Kurien decided to stay back for a few more days and stayed there forever.

His forced tenure at Anand changed the destiny of Indian Dairy industry. He started helping the fledgling dairy co-operative. The rest is history.

The first Dairy Co-operative Union in Gujarat was formed in 1946 with 2 Village Dairy Co-operative societies as its members. The number of member societies has now increased to 16,100, with 3.2 million members pouring milk every day- twice a day. Today, the Billion Dollar GCMMF has emerged as the India';s largest integrated dairy products manufacturing and marketing organization. NDDB, formed by the efforts of Dr. Kurien ensured replication of Amul Model across India. Thereby, it played an instrumental role in increasing the milk production of India significantly. India';s milk procurement has increased from 20 million metric tonnes per year in the 60s to 122

Page 18

million metric tonnes in 2011.

His work has received tremendous national and international recognition. The Govt. of India conferred on him the "Padma Vibhushan", the second highest honour in the land next only to Bharat Ratna. He is also the recipient of the World Food Price, the Ramon Magsaysay award for Community Leadership, the Carnegie - Wateler World Peace Prize and the International Person of the Year award from the U.S.

Dr. Kurien';s main contribution has been in designing of systems and institutions, which enable people to develop themselves, as he believed the development of man can best be achieved by putting in his hands the instruments of development. He believed that the greatest assets of this country, were its people and he dedicated his life to the task of harnessing the power of the people in a manner which promoted their larger interests.

Tribute by GCMMF Chairman: Paying respectful homage to Dr V Kurien, Shri Vipul Chaudhary,Chairman,GCMMF said " Dr. Kurien was the Father of the White Revolution. Dr Kurien guided the dairy co operative movement in India and brought social and economic development in the lives of milk producers of the country. Dr Kurien was always an advisor and mentor of milk producers. Due to the efforts of the farmers of Kaira district and Gujarat, Amul brand has emerged as the undisputed force to reckon with. Dr Kurien always dreamt that "Amul" brand should be associated with all milk producers'; across India. He also wanted that Amul brand in real sense should become the "Taste of India" when it is associated with all India milk producers. We are committed to fulfilling his dream. This will be the real tribute to Dr Kurien.".

Page 19

Crying Country
He was a tiger of a man, Dr Verghese Kurien. He took on politicians with no fear. And all prime ministers, irrespective of political ideology, knew that this was a man with a great vision and unique valour. He was the Robin Hood of the Indian milkman. And more than just a client to my father when he started his advertising agency, daCunha Associates.

Dr Kurien an epitome of commitment, dedication: Narendra Modi

The milkman who changed the course of history How a farmers servant painted the nation white

What more can one ask of a client and a man. RIP, Dr K And thank you for the cube of Amul cheese. You are utterly, butterly great, sir.

Page 20

Brands under his name

Page 21

Some Quote of Dr Verghese Kurien

On milk pricing "I am supposed to exploit the consumer; and I will (exploit them), but not in a way that will create resentment. I have to milk the consumer. And milk them I will, but gently."

Farmer power "What you need is good management with farmer power. Good management gives this power the right direction and thrust. Nothing can stop the farmers then. Least of all the MNCs."

To Nestle "So, Mr Kreeber, what do you think of the natives now?" Kurien told a Nestle official who had come to do business with farmers of Anand. The company had earlier refused technology help to India as it could not let "natives handle a sensitive commodity like milk ".

Emotional moment "I could not go, when he (Tribhuvandas Patel) said Anand needs you." -Recounting a turning point in his career

Page 22

On Amul "Who told you there is one Amul? There are more than 175 Amuls across various districts (in Gujarat)." Why cooperative model is must for milk "Milk is the only commodity which has to be collected twice a day, every day of the year. Thus, cooperatives are the only logical system for the dairy industry. About 85% of the industry in the US, Denmark and Australia is run by cooperatives. No other system will work for milk."

Page 23

Amul & Its Turnover

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word amul ( ) is derived from the Sanskrit word amulya( ), meaning invaluable. The co-operative is sometimes referred to as 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 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.[5] In the process Amul became the largest food brand in India and has ventured into markets overseas. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973 2006), is credited with the success of Amul.[6]

Page 24

Turn Over of Amul Members: 13 district cooperative milk producers' Union No. of Producer Members: 2.79 million No. of Village Societies: 13,328 Total Milk handling capacity: 11.22 million litres per day Milk collection (Total - 2008-09): 3.05 billion litres Milk collection (Daily Average 2008-09): 8.4 million litres Milk Drying Capacity: 626 Mts. per day Cattlefeed manufacturing Capacity: 3500 Mts per day

Page 25

SWOT Analysis of Amul

Strengths 1. Creative advertising campaigns through print ads and TVCs 2.High brand presence and availability through retail and local stores 3.High visibility of the product with BTL marketing 4.Excellent product quality and trusted name

Weakness 1. Limited international and rural presence 2. Lot of competitors in the segment means limited market share

Oppurtunities 1. Smaller packages for instant consumption 2.No frills packaging for rural customers at lower cost 3. Newer tastes/varieties 4.Tieup with restaurants/food chains/pizza parlors

Page 26

Threats 1. Growing market share of other players 2. Entry of other international or local players 3. Decline in consumption by health conscious people

Competitors 1. Britannia Cheese

Page 27

Questionnaire
Name Contact No. (Optional).. Gender: Male/Female. Staying: Single / With family.

Age: 10-24

25-39

40-54 Businessmen Yes

55- and above Serviceman No

Occupation: Student

1. Do you consume milk & milk product?

2. What is your frequency of buying milk & milk products?

Daily

Once in 2-3 days

3. What would be your daily purchase of milk and milk products?

Less than 1lt/1kg

1 to 2 ltr/kg

2 to 4 lt/kg

more than 4 ltr/kg

Page 28

4. You buy:

Branded milk products

Unbranded milk products

5. If you buy unbranded milk products then what kind of purchase you make Packed Loose

6. If your preferred brand is not available, will you purchase Amul products? Yes No

7. How many products of Amul you are aware of? 1 to 5 6 to 15 16 and above All 43 products

8. Do you buy Amul products? Yes No

9. How will you rate Amul? Good Better Best

Page 29

10.How will you rate the performance of Amul Products? Satisfied Unsatisfied

Page 30

Conclusion to Questionnaire
1. Do you consume milk & milk product?

Consumption of Milk and Milk Products

Yes No

2. What is your frequency of buying milk & milk products?

Frequency of Buying
Daily 2-3 Days

3. What would be your daily purchase of milk and milk products?

Frequency of Purchase
Less than 1 ltr/kg 1-2 ltr/kg 2-4 ltr/kg

Page 31

4. You buy

Customer Buying Habits

Branded Products Unbranded Products

5. If you buy unbranded milk products then what kind of purchase you make?

Style of Packing

Packed Loose

6. If your preferred brand is not available, will you purchase Amul products?

Preference of Brand

Yes No

Page 32

7. How many products of Amul you are aware of?

Knowledge of Product
1 to 5 5 to 15 16 and above All 43 Products

8.Do you buy Amul products?

Buying of Products
Yes No

9. How will you rate Amul?

Rating
Good Better Best

Page 33

10.How will you rate the performance of Amul Products?

Sales

Satisied Unsatisfied

Page 34

Conclusion
This project have lead me to a conclusion that how a person can become a successful person if he/she work with his full dedication. He/She should belives in dynamic corporate culture. they favour creativity, in decision making . emphases is placed onrelevant data and gut feel to make decision . He/She may have a flat and flexible organizational structure

Page 35

Bibliography
http://www.amul.com/m/dr-v-kurien http://www.amul.com/m/about-us http://articles.economictimes.indiatimes.com/2012-0910/news/33737197_1_verghese-kurien-tribhuvandas-patel-amuls http://articles.economictimes.indiatimes.com/2012-0910/news/33737195_1_verghese-kurien-white-revolution-amul http://articles.economictimes.indiatimes.com/2012-0910/news/33736954_1_verghese-kurien-nddb-amul-model http://articles.timesofindia.indiatimes.com/2012-09-09/india/33713380_1_amuldairy-tribhuvandas-patel-father-of-white-revolution-verghese-kurien

Page 36