1. Amul
From Wikipedia, the free encyclopedia
This article is about the Indian dairy cooperative. For the ancient city of Āmul along the
Oxus, see Türkmenabat. For the city in Iran, see Amol.
Amul (ANAND MILK UNION LIMITED)
Type Cooperative
Industry Dairy
Founded 1946
Headquarters Anand, India
Chairman, Kheda District
Key people Cooperative Milk Producers' Union
Limited. (KDCMPUL)
Products See complete products listing.
Revenue $2.15 billion (2010-11)
735 employees of Marketing Arm.
Employees However, real pool consist of
2.8 million milk producers
Website www.amul.com
The Amul Plant at Anand featuring the Milk Silos
Amul ("priceless" in Hindi. The brand name "Amul," from the Sanskrit "Amoolya,"
(meaning Precious) was suggested by a quality control expert in Anand.),[1] formed in 1946,
is a dairy cooperative in India. It is a brand name managed by an apex cooperative
organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today
is jointly owned by some 3.1 million milk producers in Gujarat, India.[2]

2. Entrance of Amul factory
Amul is based in Anand, Gujarat and has been an example of a co-operative organization's
success in the long term. "Anyone who has seen … the dairy cooperatives in the state of
Gujarat, especially the highly successful one known as AMUL, will naturally wonder what
combination of influences and incentives is needed to multiply such a model a thousand times
over in developing regions everywhere."[3] The Amul Pattern has established itself as a
uniquely appropriate model for rural development. Amul has spurred the White Revolution of
India, which has made India the largest producer of milk and milk products in the world.[4] It
is also the world's biggest vegetarian cheese brand .[5]
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an
annual turnover of US $2.2 billion (2010-11).[6] Currently Unions making up GCMMF have
3.1 million producer members with milk collection average of 9.10 million litres per day.
Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman,
Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its
bid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering the
Japanese markets.[7] Other potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behind
the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union,
was elected chairman of GCMMF.
Contents
[hide]
1 History
2 GCMMF Today
3 Company info
4 The Three-tier "Amul Model"
5 Impact of the "Amul Model"
6 Achievements of the "Amul Movement"
7 Achievements of GCMMF
o 7.1 Amul Brand Building

3. 8 Products
9 Mascot
10 Advertising
11 In popular culture
12 References
13 External links
[edit] History
The Kaira District Co-operative Milk Producers' Union was registered on December 14, 1946
as a response to exploitation of marginal milk producers by traders or agents of existing
dairies in the small town named Anand (in Kaira District of Gujarat).[8] Milk Producers had to
travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk
went sour as producers had to physically carry the milk in individual containers, especially in
the summer season. These agents arbitrarily decided the prices depending on the production
and the season. Milk is a commodity that has to be collected twice a day from each
cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it
at very low prices. Moreover, the government at that time had given monopoly rights to
Polson Dairy (around that time Polson was the most well known butter brand in the country)
to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere
amongst milk producing countries in the world because of its limitations in 1946 British Raj.
Angered by the unfair and manipulative trade practices, the farmers of Kaira District
approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and
Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas
Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the
Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to
the producers).[9] He sent Morarji Desai (who later became Prime Minister of India) to
organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be
further oppressed. Thus the Kaira District Cooperative was established to collect and process
milk in the District of Kaira in 1946. Milk collection was also decentralized, as most
producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day.
Village level cooperatives were established to organize the marginal milk producers in each
of these villages.
The Cooperative was further developed and managed by Dr. V Kurien along with Shri H M
Dalaya. The first modern dairy of the Kaira Union was established at Anand. Indigenous
research and development and technology development at the Cooperative had led to the
successful production of skimmed milk powder from buffalo milk – the first time on a
commercial scale anywhere in the world.[citation needed]
The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short
span five other district unions – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were
organized. In order to combine forces and expand the market while saving on advertising and
avoid a situation where milk cooperatives would compete against each other it was decided to
set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the
Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-

4. operative Milk Producers‘ Union Ltd. which had established the brand name Amul in
1955 decided to hand over the brand name to GCMMF (AMUL).
Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was the
architect of India‘s White Revolution, which helped India emerge as the largest milk
producer in the world.
Impressed with the development of dairy cooperatives in Kaira District and its success, Shri
Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked
Dr. V Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National
Dairy Developed Board was formed and Operation Flood Programme was launched for
replication of the Amul Model all over India.[10]
[edit] GCMMF Today
GCMMF is India's largest food products marketing organisation.[citation needed]. 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 affordable quality products.
GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not
related directly to its core business. Its entry into ice cream was regarded as successful due to
the large market share it was able to capture within a short period of time – primarily due to
the price differential and the brand name. It also entered the pizza business, where the base
and the recipes were made available to restaurant owners who could price it as low as 30
rupees per pizza when the other players were charging upwards of 100 rupees.
[edit] Company info
The Gujarat Cooperative milk Marketing Federation Ltd, Anand (GCMMF) is the largest
food products marketing organisation of India. It is the apex organization of the Dairy
Cooperatives of Gujarat. This State has been a pioneer in organizing dairy cooperatives and
our success has not only been emulated in India but serves as a model for rest of the World.
Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an
economic network that links more than 3.1 million village milk producers with millions of
consumers in India These cooperatives collect on an average 9.4 million litres of milk per day
from their producer members, more than 70% of whom are small, marginal farmers and
landless labourers and include a sizeable population of tribal folk and people belonging to the
scheduled castes.
The turnover of GCMMF (AMUL) during 2010-11 was Rs. 97.74 billion. It markets the
products, produced by the district milk unions in 30 dairy plants,The farmers of Gujarat own
the largest state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, Gujarat – which
can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily..
GCMMF (AMUL)‘s Total Quality Management ensures the quality of products right from
the starting point (milk producer) through the value chain until it reaches the consumer.
Ever since the movement was launched fifty-five years ago, Gujarat‘s Dairy Cooperatives
have brought about a significant social and economic change to our rural people. The Dairy
Cooperatives have helped in ending the exploitation of farmers and demonstrated that when
our rural producers benefit, the community and nation benefits as well.

5. The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a
business enterprise. It is an institution created by the milk producers themselves to primarily
safeguard their interest economically, socially as well as democratically. Business houses
create profit in order to distribute it to the shareholders. In the case of GCMMF the surplus is
ploughed back to farmers through the District Unions as well as the village societies. This
circulation of capital with value addition within the structure not only benefits the final
beneficiary – the farmer – but eventually contributes to the development of the village
community. This is the most significant contribution the Amul Model cooperatives has made
in building the Nation.
[edit] The Three-tier "Amul Model"
The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy
Cooperative Society at the village level affiliated to a Milk Union at the District level which
in turn is furthler federated into a Milk Federation at the State level. The above three-tier
structure was set up in order to delegate the various functions, milk collection is done at the
Village Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk
& Milk Products Marketing at the State Milk Federation. This helps in eliminating not only
internal competition but also ensuring that economies of scale is achieved. As the above
structure was first evolved at Amul in Gujarat and thereafter replicated all over the country
under the Operation Flood Programme, it is known as the ‗Amul Model‘ or ‗Anand Pattern‘
of Dairy Cooperatives.
Responsible for Marketing of Milk & Milk Products Responsible for Procurement &
Processing of Milk Responsible for Collection of Milk Responsible for Milk Production
3.1 Village Dairy Cooperative Society (VDCS)
The main functions of the VDCS are as follows:
Collection of surplus milk from the milk producers of the village & payment based on
quality & quantity
Providing support services to the members like Veterinary First Aid, Artificial
Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed
sales, conducting training on Animal Husbandry & Dairying, etc.
Selling liquid milk for local consumers of the village
Supplying milk to the District Milk Union
Thus, the VDCS in an independent entity managed locally by the milk producers and assisted
by the District Milk Union.
3.2 District Cooperative Milk Producers’ Union (Milk Union)
The main functions of the Milk Union are as follows:
Procurement of milk from the Village Dairy Societies of the District
Arranging transportation of raw milk from the VDCS to the Milk Union.
Providing input services to the producers like Veterinary Care, Artificial Insemination
services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc.

6. Conducting training on Cooperative Development, Animal Husbandry & Dairying for
milk producers and conducting specialised skill development & Leadership
Development training for VDCS staff & Management Committee members.
Providing management support to the VDCS along with regular supervision of its
activities.
Establish Chilling Centres & Dairy Plants for processing the milk received from the
villages.
Selling liquid milk & milk products within the District
Process milk into various milk & milk products as per the requirement of State
Marketing Federation.
Decide on the prices of milk to be paid to milk producers as well on the prices of
support services provided to members.
3.3 State Cooperative Milk Federation (Federation) The main functions of the Federation
are as follows:
Marketing of milk & milk products processed / manufactured by Milk Unions.
Establish distribution network for marketing of milk & milk products.
Arranging transportation of milk & milk products from the Milk Unions to the
market.
Creating & maintaining a brand for marketing of milk & milk products (brand
building).
Providing support services to the Milk Unions & members like Technical Inputs,
management support & advisory services.
Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions.
Establish feeder-balancing Dairy Plants for processing the surplus milk of the Milk
Unions.
Arranging for common purchase of raw materials used in manufacture / packaging of
milk products.
Decide on the prices of milk & milk products to be paid to Milk Unions.
Decide on the products to be manufactured at various Milk Unions (product-mix) and
capacity required for the same.
Conduct long-term Milk Production, Procurement & Processing as well as Marketing
Planning.
Arranging Finance for the Milk Unions and providing them technical know-how.
Designing & Providing training on Cooperative Development, Technical & Marketing
functions.
Conflict Resolution & keeping the entire structure intact.
Today, we have around 176 cooperative dairy Unions formed by 1,25,000[quantify] dairy
cooperative societies having a total membership of around 13 million farmers on the same
pattern, who are processing and marketing milk and milk products profitably, be it Amul in
Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka. This entire
process has created more than 190 dairy processing plants spread all over India with large
investments by these farmers‘ institutions. These cooperatives today collect approximately
23 million kgs. of milk per day and pay an aggregate amount of more than Rs.125 billion to
the milk producers in a year.
[edit] Impact of the "Amul Model"

7. The effects of Operation Flood Programme are more appraised by the World Bank in its
recent evaluation report. It has been proved that an investment of Rs. 20 billion over 20 years
under Operation Flood Programme in 70s & 80s has contributed in increase of India‘s milk
production by 40 Million Metric Tonne (MMT) i.e. from about 20 MMT in pre- Operation
Flood period to more than 60 MMT at the end of Operation flood Programme. Thus, an
incremental return of Rs. 400 billion annually have been generated by an investment of Rs.
20 billion over a period of 20 years. This has been the most beneficial project funded by the
World Bank anywhere in the World. One can continue to see the effect of these efforts as
India‘s milk production continues to increase and now stands at 90 MMT. Despite this
fourfold increase in milk production, there has not been drop in the prices of milk during the
period and has continued to grow.
Due to this movement, the country‘s milk production tripled between the years 1971 to 1996.
Similarly, the per capita milk consumption doubled from 111 gms per day in 1973 to 222
gms per day in 2000. Thus, these cooperatives have not just been instrumental in economic
development of the rural society of India but it also has provided vital ingredient for
improving health & nutritional requirement of the Indian society. Very few industries of India
have such parallels of development encompassing such a large population.
These dairy cooperatives have been responsible in uplifting the social & economic status of
the women folk in particular as women are basically involved in dairying while the men are
busy with their agriculture. This has also provided a definite source of income to the women
leading to their economic emancipation.
The three-tier ‗Amul Model‘ has been instrumental in bringing about the White Revolution in
the country. As per the assessment report of the World Bank on the Impact of Dairy
Development in India, the ‗Anand Pattern‘ has demonstrated the following benefits:
have multi-dimensional impacts
The importance of getting government out of commercial enterprises
The importance of market failure in agriculture
The power & problems of participatory organisations
The importance of policy
[edit] Achievements of the "Amul Movement"
1. The dairy cooperatives have been able to maintain democratic structure at least at the
grass-root level with the management committee of the village level unit elected from
among the members in majority of the villages.
2. The dairy cooperatives have also been instrumental in bridging the social divide of
caste, creed, race, religion & language at the villages, by offering open and voluntary
membership.
[edit] Achievements of GCMMF
3.1 million milk producer member families
15,760 village societies
15 District Unions
9.4 million liters of milk procured per day

8. Rs. 150 million disbursed in cash daily
GCMMF is the largest cooperative business of small producers with an annual
turnover of Rs. 53 billion
The Govt. of India has honoured Amul with the ―Best of all categories Rajiv Gandhi
National Quality Award‖.
Largest milk handling capacity in Asia
Largest Cold Chain Network
48 Sales offices, 5000 Wholesale Distributors, 7 lakh retail outlets
Export to 37 countries worth Rs. 150 crores
Winner of APEDA award for nine consecutive years
[edit] Amul Brand Building
GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly
50 sales offices spread all over the country, more than 5,000 wholesale dealers and more than
7,00,000 retailers.
AMUL is also the largest exporter of dairy products in the country. AMUL is available today
in over 40 countries of the world. AMUL is exporting a wide variety of products which
include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified
Butter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and
countries in Africa, the Gulf Region, and [SAARC] SAARCneighbours, Singapore, The
Philippines, Thailand, Japan and China.
In September 2007, Amul emerged as the leading Indian brand according to a survey by
Synovate to find out Asia's top 1000 Brands.[11]
In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in The
Brand Trust Report,[12] published by Trust Research Advisory.
India's top 20 brands: Amul is No. 1 : Rediff.com
[edit] Products
Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi,
Yoghurt, Buttermilk chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured
milk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first
sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's
Gatorade.[13]
In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product
offering in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirst
quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports
drink Stamina.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing
Award for 2007.[citation needed]
[edit] Mascot

9. Since 1967[14] Amul products' mascot has been the very recognisable "Amul baby" (a chubby
butter girl usually dressed in polka dotted dress) showing up on hoardings and product
wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascot
was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul
products, she has also been used for other product like ghee and milk.
[edit] Advertising
An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in
between George Fernandes and Atal Behari Vajpayee.
In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS
to design a new ad campaign for Amul Butter. daCunha designed an add campaign as series
of hoardings with topical ads, relating to day-to-day issues.[15] The campaign was widely
popular and earned a Guiness world record for the longest running ad campaign in the world.
Since the 1980s, cartoon artist Bharat Dabholkar has been involved with sketching the Amul
ads, who rejected the trend of using celebrities in advertisement campaigns. Dabholkar
credited chairman Varghese Kurien with creating a free atmosphere that fostered the
development of the ads.[16]
Despite encountering political pressure on several occasions, daCunha's agency has made it a
policy of not backing down. Some of the more controversial Amul ads include one
commenting on Naxalite uprising in West Bengal, on the Indian Airlines employees strike,
and the one depicting the Amul butter girl wearing a Gandhi cap[15]
Amul hired DraftFCB+Ulka for the brands of Amul milk, chocolates, paneer, ghee, ice-
cream.
[edit] In popular culture
The establishment of Amul is also known as White Revolution. The White Revolution of
India inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976)
on it. The film starred Smita Patil, Girish Karnad, Naseeruddin Shah and Amrish Puri. The
film itself was financed by over five lakh rural farmers in Gujarat who contributed Rs 2 each
to the film'š budget. Upon its release, these same farmers went in truckloads to watch 'their'
film, making it a commercial success.,[17][18] the film was chosen for the 1977 National Film
Award for Best Feature Film in Hindi. The Amul success story is taken up as a case study in
marketing in many premier management institutes across the world.
The White Revolution ushered an era of plenty from a measly amount of milk production and
distribution. Aside from the great measurable success that this project was, it also

10. demonstrated the power of "collective might". A small set of poor farmers of Kheda district
in Gujarat had the vision and foresight to act in a way that was good for the society and not
for the self alone.
Amul: The origin
The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas.
Similar is the story of Amul which 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. Further, as Ganga-ma
carries the aspirations of generations for moksha, Amul too 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 start of a revolution
The revolution started as an awareness among the farmers that grew and matured into a
protest movement and the determination to liberate themselves. 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. The marketing and distribution system for the
milk was controlled by private traders and middlemen. As milk is perishable, farmers
were compelled to sell it for whatever they were offered. Often, they had to sell cream
and ghee at throwaway 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.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948.
An assured market proved a great incentive to the milk producers of the district. By the
end of 1948, more than 400 farmers joined in more village societies, and the quantity of
milk handled by one Union increased from 250 to 5,000 liters a day.
Top
Obstacles: Springboards for success.
Each failure, each obstacle, each stumbling block can be turned into a success story. In
the early years, Amul had to face a number of problems. With every problem came
opportunity. A chance to turn a negative into a positive. Milk by products and
supplementary yield which suffered from the same lack of marketing and distribution

11. facilities became encumbrances. Instead of being bogged down by their fate they were
used as stepping stones for expansion. Backward integration of the process led the
cooperatives to advances in animal husbandry and veterinary practice.
Milk by products: An excuse to expand.
The response to these provided stimulus for further growth. For example, as the
movement spread in the district, it was found that the Bombay Milk Scheme could not
absorb the extra milk collected by the Kaira Union in winter, when the production on an
average was 2.5 times more than in summer. Thus, even by 1953, the farmer-members
had no assured market for the extra milk produced in winter. They were again forced to
sell a large surplus at low rates to the middlemen. The remedy was to set up a plant to
process milk into products like butter and milk powder. A Rs 5 million plant to
manufacture milk powder and butter was completed in 1955. In 1958, the factory was
expanded to manufacture sweetened condensed milk. Two years later, a new wing was
added for the manufacture of 2500 tons of roller-dried baby food and 600 tons of cheese
per year, the former based on a formula developed with the assistance of Central Food
Technological Research Institute (CFTRI), Mysore. It was the first time anywhere in the
world that cheese or baby food was made from buffalo milk on a large, commercial
scale. Another milestone was the completion of a project to manufacture balanced cattle
feed. The plant was donated by OXFAM under the Freedom From Hunger Campaign of
the FAO.
To meet the requirement of milk powder for the Defense, the Kaira Union was asked by
the Government of India in 1963 to setup additional milk drying capacity. A new dairy
capable of producing 40 tons of milk powder and 20 tons of butter a day was speedily
completed. It was declared open in 1965. The Mogar Complex where high protein
weaning food, chocolate and malted food are being made was another initiative by Amul
to ensure that while it fulfilled the social responsibility to meet the demand for liquid
milk, its members were not deprived of the benefits to be had from the sale of high
value-added products.
Top
Cattle: From stumbling blocks to building blocks.
Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, the
contribution to the farmer's income was not as prominent as his attachment to dairying as
a tradition handed down from one generation to the next. The milk yield from animals,
which were maintained mainly on the by products of the farm, was decidedly low. That
together with the lack of facilities to market even the little produced rendered the
scientific practice of animal husbandry irrational as well as unaffordable. The return on
the investment as well as the prospects of being able to market the product looked very
bleak. It was a vicious cycle reinforced by generations of beliefs.
The Kaira Union broke the cycle by not only taking upon themselves the responsibility
of collecting the marketable surplus of milk but also provided the members with every
provision needed to enhance production. Thus the Kaira Union has full-fledged
machinery geared to provide animal health care and breeding facilities. As early as late
fifties, the Union started making high quality buffalo semen. Through village society
workers artificial insemination service was made available to the rural animal
population. The Union started its mobile veterinary services to render animal health care
at the farmers' doorstep. Probably for the first time in the country, veterinary first aid
services, by trained personnel, were made available in the villages.The Union's 16
mobile veterinary dispensaries are manned by fully qualified staff. All the villages are
visited bi-monthly, on a predetermined day, to provide animal health care. A 24-hour
Emergency Service is also available at a fee (Rs. 35 for members and Rs. 100 for non-
members). All the mobile veterinary vans are equipped with Radio Telephones.
The Union runs a semen production center where it maintains high pedigreed Surti
buffalo bulls, Holstein Friesian bulls, Jersey bulls and 50 per cent crossbred bulls. The

12. semen obtained from these bulls is used for artificial breeding of buffaloes and cows
belonging to the farmer members of the district. The artificial insemination service has
become very popular because it regulates the frequency of calving in cows and buffaloes
thus reducing their dry period. Not only that, a balanced feed concentrate is
manufactured in the Union's Cattle Feed Plant and sold to the members through the
societies at cost price.
Impressive though its growth, the unique feature of the Amul sagas did not lie in the
extensive use of modern technology, nor the range of its products, not even the rapid
inroads it made into the market for dairy products. The essence of the Amul story lies in
the breakthrough it achieved in modernizing the subsistence economy of a sector by
organizing the rural producers in the areas.
The Kaira experiment: A new beginning in more ways than
one.
A system which involves participation of people on such a large magnitude does not
confine itself to an isolated sector. The ripples of its turbulence affect other areas of the
society as well. The cooperatives in the villages of Kaira are contributing to various
desirable social changes such as:
The yearly elections of the management committee and its chairman, by the
members, are making the participants aware of their rights and educating them
about the democratic process.
Perpetuating the voluntary mix of the various ethnic and social groups twice-a-
day for common causes and mutual betterment has resulted in eroding many
social inequilibria. The rich and the poor, the elite and the ordinary come
together to cooperate for a common cause.
Live exposure to various modern technologies and their application in day-to-
day life has not only made them aware of these developments but also made it
easier for them to adopt these very processes for their own betterment. One
might wonder whether the farmer who knows almost everything about
impregnating a cow or buffalo, is also equally aware of the process in the
humans and works towards planning it.
More than 900 village cooperatives have created jobs for nearly 5000 people in
their own villages -- without disturbing the socio-agro-system -- and thereby the
exodus from the rural areas has been arrested to a great extent.
The income from milk has contributed to their household economy. Besides,
women, who are the major participants, now have a say in the home economy.
Independent studies by various individuals and institutions have shown that as high as 48
per cent of the income of the rural household in Kaira District is being derived from
dairying. Since dairying is a subsidairy occupation for the majority of the rural
population, this income is helping these people not only to liberate themselves from the
stronghold of poverty but also to elevate their social status.

13. December 7th, 2011
Latest Amul hoarding pays homage to Dev Anand
Known for its creative campaigns, this butter brand has yet again come up
with something that touches your heart and soul
The recent Amul ad that pays tribute to the late legend has opted for a caption that‘s a famous
song from his movie Hum Dono (1962). Summarising the vivacious veteran‘s life in just one
line – Main Zindagi Ka Saath nibhata chala gaya, the creative team behind the campaign
couldn‘t have come up with a better idea. As Dev saab has and always will be remembered as
an evergreen person, the hoarding doesn‘t fail to mention the most prominent aspect of his
personality, his liveliness, by labelling themselves as the ‗evergreen butter‘. The ad is sure to
take you back to the black and white era of celluloid, wherein everything was as soulful and
indigenous as the hearty Dev Anand. We appreciate the brand‘s initiative of coming up with a
concept that venerates the most exuberant man of Indian cinema without sounding buttery,
however ironic it may sound. And the creative tinge in the poster makes it all the more
interesting, just the way a typical Amul hoarding has been since ages….
Case Study - Brand Amul The Taste of India

14. AMUL- The Taste of India
Born: 1946, christened in 1955n 1955
History: Originally marketed by the Kaira District Cooperative Milk Producers‘ Union,
Anand, it was taken over by the Gujarat Cooperative Milk Marketing Federation (GCMMF)
in 1973
Status: Has a 15% market share in the Rs15,000 crore milk category, and a 37% share in the
Rs900 crore organized ice-cream segment.
Starting with milk and milk powder, the Amul brand today covers a range of dairy
products—from chocolates to cheese and, of course, butter
Brand story: If a brand‘s value is to be judged by the ease with which it can be recalled, then
Amul‘s marketing campaign wins hands down.
With its clever use of topical events, Amul‘s utterly butterly campaign—it has the distinction
of entering the Guinness World Records as the longest running campaign—has won the
brand several accolades.
Playing the role of a social observer, its weekly comments have tickled India‘s funny bone
since 1967, when Sylvester Da Cunha‘s irrepressible Amul girl first had her say.
But what‘s kept the brand going all these years? ―We have changed the packag ing, our
technology and our approach to mar keting based on the changing taste buds of our
consumers.
However, the only thing that has helped us sail smoothly is that we have not changed our core
values—give the best quality product to the consumer, and the best possible price. It holds
true in any era,‖ says B.M. Vyas, managing director, GCMMF.
In fact, it is not just the core values at Amul that have remained the same; the core team
associated with the brand is still the same. Even the advertising agency hasn‘t changed, and
Da Cunha and FCB Ulka, have played a pivotal role in the growth of Amul.
―This has helped us maintain consistency in our communication. Our strategy of umbrella
branding has also helped establish our brand firmly in people‘s minds. This, despite the fact
that we do not spend more than 1% of our turnover for marketing, compared with 7-8%
(spent) by most of the food and consumer product companies,‖ R.S. Sodhi, head of
marketing, GCMMF, says.
From Utterly butterly delicious Amul to The Taste of India, Amul continues to be the toast of
the country.

15. Amul Products
We are supplying a vast range of milk products manufactured by AMUL which are best
for as health aspect are concerned. From our end, we assure that all the products undergo
stringent tests in order to maintain their quality.
Amul Desserts
We are offering a qualitative range of Amul deserts that are widely demanded in the market.
Following are the various types of Amul products we are supplying like:
Amul Ice Creams
Amul Mithaee Gulab Jamuns
Pure Khoya Gulab Jamums
Amul Chocolates
Amul Lassee
Amul Basundi.
Send Enquiry
Amul Products For Cooking

16. Our company offers a large range of Amul products for cooking that have delicious taste,
nutrition and thus give health benefits.
Following are the various products of Amul products for cooking we are offering:
Amul / Sagar PureGhee (100g / 500g / 1kg / 2kg / 5kg)
Amul Malai Paneer (250 g/ 500 g)
Mithai Mate
Sweetened Condensed Milk
Masti Dahi.
Send Enquiry
Pasteurized Milk
Over the years, milk has changed its forms. Today, milk is consumed in form of pasteurized
milk, which gives a good change in the typical taste of milk. Our drinks have nutritious value
with quality features, which is good alternative for milk. Provided with safe packing, these
are not exposed to dirt and impurities.

17. Following are the kinds of milk we are offering:
Toned
Double Toned
Full Cream
Probiotic Milk
Flavored Milk
Send Enquiry
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