Bottom of Form CASE STUDY: AMUL THE TASTE OF INDIA A bout Am ul Amul was set up in 1946 and its

full form is Anand Milk- producers Union Ltd. The BrandAmul is a movement in dairy cooperative in India. The management of the brand name isdone by the Gujarat Co- operative Milk Marketing Federation Ltd (GCMMF) which is acooperative organizationAmul is located in the town Anand which is in the state of Gujarat and it has set up itself as amodel for development in the rural areas. For Amul Brand has started the Revolution Whiteof India which has helped to make the country the biggest manufacturer of milk and its by products in the whole world. Amul has around 2.6 million producer members and the totalcapacity for handling milk is around 10.16 million liters every day. The brand's capacity for milk drying is around 594 Mts. each day and its capacity for cattle feed manufacturing isabout 2640 Mts. each day.Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggest food brand. Amul's range of products includes milk, ghee, milk powders, curd, icecream, paneer, cream, chocolate, cheese, butter, and shrikhand. What is Amul all about? BUSINESS needs ideas, not merely money. Ventures run on just money, but starved of ideas,would eventually fall prey to competition and perish. And, if ideas are available in abundance,business can overcome other handicaps, including its relative weaker money power, compared tothat of its rivals. The success story of the Gujrat Co-operative Milk Marketing Federation(GCMMF) proves this point. Amul follows a unique business model, which aims at providing 'value for money' products to itsconsumers, while protecting the interests of the milk-producing farmers who are its suppliers aswell as its owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their money. y 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 thelargest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. y Amuls is Indias largest diary producing company with over half the market leading other national companies such as Mother Diary and multinational food product companies such as Nestle India and Hindustan Lever Ltd. y Amul demonstrates how careful and consistent product stewardship combined with adeep and intimate understanding of the market leads to consistent growth and success.The company can process nearly 10 million litres of milk each day. y The company started as the Gujarat Cooperative Milk Federation in 1946,collecting just 250 litres of milk a day. The company was formed to give farmers their due and protect them from unscrupulous middlemen. Since then the company has come a long way . but one

thing is still the same . that time also it was by and for the farmers and today also itsthe same . y In the mid 1950s Amul looked for ways to utilize the surplus milk by manufacturing Butter, Milk,Cheese and other milk derived products. y It is integrated into the fabric of Indian society ,from its roots in representing small farmers and struggler or the poor and impoverished in difficult circumstances. y The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. Some cite the origin as an acronym to(Anand Milk Union Limited) y Amul, a brand owned by the 26 lakh milk producers of Gujarat has once again demonstrated that when farmers are given the instruments of development in their hands, they can work wonders. The billion dollar Gujarat Co-operative Milk Marketing Federation, the apex body of 13 district milk producers unions has been instrumental in making Amul a brand to reckonwith. y GCMMF Today GCMMF is India's largest food products marketing organisation. It is a state level apexbody 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. GCMMF markets and manages the Amul brand. From mid1990's Amul has entered areas not related directly to its core business y The AMUL experience has attracted considerable interest from the development community predominantly anthropologists, development & agriculture economists, and political scientists. Key areas of their enquiry have been the role of AMUL in reducing social and economic inequality A MUL s Journey towards Excellence AMULs journey towards excellence is marked by some critical understanding of the businessenvironment in large emerging economies like India where markets have to be developed bycombining efficiency related initiatives with increasing the base of marginal suppliers and consumers. The essence of AMULs efforts was as follows: It combined market and social development in an emerging economy. It recognized theinterlinkages between various environments that governed the lives of marginal milk farmers and the unmet needs of consumers. It also changed the supply chain paradigm in order to reduce the cost to the consumer whileincreasing the return to the supplier. It realized that in order to achieve their objectives, it had to benefit a large number of people both suppliers and consumers. While large scale had the danger of failure due to poor

control and required more resources, it also had the advantage of creating amomentum that would be necessary to bring more people into the fold and thereby helpmore suppliers and consumers. It also realized that its goal could only be achieved in the long run and this required developing values in people and processes that were robust, replicable and transparent. It also realized that the cooperative would not be independent and viable in the face of competition if it were not financially sound. This implied that AMUL had to develop distinct capabilities that would deliver competitive advantage to its operations.Thus this is a brief overview of Amul The taste of India . Reas on s to S ucc ess P e opl e pow er :Am ul' s se c re t of s ucc ess 45578000-38459666-Case-Study-of-AMUL Download this Document for FreePrintMobileCollectionsReport Document Info and Rating Follow Rajan Doshi Share & Embed Related Documents

PreviousNext 1. 25 p.

2 p.

32 p.

2. 46 p.

46 p.

46 p.

3. 62 p.

28 p.

15 p.

4. 76 p.

23 p.

10 p.

5. 10 p.

110 p.

13 p.

6. 4 p.

15 p.

47 p.

7. 12 p.

67 p.

67 p.

8. 67 p.

103 p.

103 p.

9. 103 p.

More from this user PreviousNext 1. 10 p.

Add a Comment Top of Form

Bottom of Form Upload a Document Top of Form

case stu

Search Documents Bottom of Form

Follow Us! scribd.com/scribd twitter.com/scribd facebook.com/scribd About Press Blog Partners Scribd 101 Web Stuff Support FAQ Developers / API Jobs Terms Copyright Privacy

Copyright 2012 Scribd Inc.

Language: