SUBMITTED TO :Prof.

Bharat Bhushan

SUBMITTED BY :Pradeep Kr. Tiwari Pankaj Sharma P. Wahini Rahul Mishra

Introduction
Amul priceless" in hindi, the brand name "Amul," from the Sanskrit "Amoolya," (meaning precious) was suggested by a quality control expert in Anand. 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. 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." 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. It is also the world's biggest vegetarian cheese brand. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $2.2 billion (201011). 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. 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. Presently Mr. M. B. Vyas is CEO of amul.

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). 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). ] 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. 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-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 Indias 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.

Company infoGCMMF Today GCMMF is India's largest food products marketing organisation. 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. 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 laborers 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, Gandhi nagar, 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, Gujarats 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. 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.

Amul Pricing Strategy

At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money. Despite competition in the high value dairy product segments from firms such as Hindustan Lever, Nestle and Britannia, GCMMF ensure that the product mix and the sequence in which Amul introduces its products is consistent with the core philosophy of providing butter at a basic, affordable price to appeal the common masses. This helped AMUL BUTTER to create its brand image in the household sector of the society.

Food Items
Over the period of time, Kool Foods has achieved proficiency in offering highly nutritious & unadulterated range of Dairy Products and Food products. The assortment of product we proffer is exceedingly commended for its clean and natural components, wholesomeness, rich flavor and bouquet. Our Product range includes:

Amul Products Butter Gouda Cheese Amul Shrikhand Amul Chocolate Amul Dairy Whitener Amul Double Toned Milk Amul Gold Milk Amul Butter Milk Amul Nutramul Milk Delicious Table Margarine Amul Pizza Mozzarella Cheese Amul Ice Creams Amul Wafer Chocolates Amul Condensed Milk Amul Lite Slim and Trim Milk Amul Calcium Milk Amul Stamina Tetra Lime/Orange Amul Cheese Spreads Amul Emmental Cheese Amul Malai Paneer Amul Spray Infant Amul Pure Ghee Amul Shakti Toned Milk Amul Lassee Amul Chocolate Milk Baskin Robbins Products Baskin Robbins Ice Cream Jersey Cream Line Toned Milk

Kova Ghee Whole Milk Toned Milk Curd Cow Milk White / Cooking Butter Imported Items Pink Grapefruit Nectar Tomato Juice Peach Nectar Pear Nectar Orange Juice with Pulp Apple Juice Apricot Nectar Cranberry Juice Grape Juice Pineapple Juice Mango Nectar White Grapefruit Nectar Uni Lever Food Solutions Knorr Tandoori Tikka Mix Knorr Lime Seasoning Mix Kissan Sauce Maker Knorr Aromat Seasoning Best Foods Real Veg Mayo Sauce

First product Amul butter 1946

The brand name AMUL, from the Sanskrit Amoolya, meaning priceless, was suggested by a quality control expert in Anand. The first products with the Amul brand name were launched in 1946 that is Amul Butter. Since then, they have been in use in millions of homes in all parts of India, and beyond. Today Amul is a symbol of many things: Of high quality products sold at reasonable prices, of availability, of service. What began way back in 1946 was really an effort to carve out a truly Indian company that would have the involvement of millions of Indians and place direct control in the hands of the farmers. It was a mandate for producing, owning and marketing and above all, building your own truly Indian Brand. And successfully at that.

Amul Products
Being the leaders in the industry, we offer Amul Products to our prestigious clients. These products are manufactured in safe and hygienic food processing industries and are available in the normal rates. The range of products available with us are Butter, Delicious Table Margarine, Amul Cheese Spreads, Gouda Cheese, Amul Pizza Mozzarella Cheese, Amul Emmental Cheese, Amul Shrikhand, Amul Ice Creams, Amul Malai Paneer, Amul Chocolate, Amul Wafer Chocolates, Amul Spray Infant, Amul Dairy Whitener, Amul Condensed Milk, Amul Pure Ghee, Amul Double Toned Milk, Amul Lite Slim and Trim Milk, Amul Shakti Toned Milk, Amul Gold Milk, Amul Calcium Milk, Amul Lassee, Amul Butter Milk, Amul Stamina Tetra Lime/Orange, Amul Chocolate Milk and Amul Nutramul Milk.

Amul Butter Delicious Table Margarine Amul Shrikhand Amul Ice Creams Amul Malai Paneer Amul Chocolate Amul Wafer Chocolates Amul Spray Infant

Amul Dairy Whitener Amul Pure Ghee Amul Lassee Amul Stamina Tetra Lime/Orange Amul Nutramul Milk Amulya Bulks Amul Fresh Cream Vijaya Creams

Baskin Robbins Products

Being the leaders in the industry, we offer Baskin Robbins Products to our prestigious customers. These products are processed in safe and hygienic environment and are highly acclaimed for its rich taste, high nutritional value, different flavors and normal rates. The product available with us is Baskin Robbins Ice Cream.

Jersey Cream Line

We are dedicatedly engaged in offering a range of Jersey Cream Line to our prestigious customers. It is a dairy product and is highly appreciated by the clients for its rich taste and high nutritional value. The product range available with us is Toned Milk, Whole Milk, Cow Milk, Kova, Toned Milk Curd, White / Cooking Butter and Ghee.

Toned Milk Whole Milk Cow Milk Toned Milk Curd

White / Cooking Butter Pure Ghee Whole Milk Curd

Imported Food Products

Being the leaders in the industry, we offer Imported Items to our highly valued customers. These items are appreciated for their great taste and are presented in the most reasonable rates to the clients. Our product range includes Pink Grapefruit Nectar, Orange Juice with Pulp, Grape Juice, Tomato Juice, Apple Juice, Pineapple Juice, Peach Nectar, Apricot Nectar, Mango Nectar, Pear Nectar, Cranberry Juice and White Grapefruit Nectar.

Pink Grapefruit Nectar Orange Juice with Pulp Grape Juice Tomato Juice Apple Juice

Pineapple Juice Peach Nectar Apricot Nectar Mango Nectar Pear Nectar

Cranberry Juice White Grapefruit Nectar Hygienic Pasta Imported Cheese

Uni Lever Food Solutions

We are the dedicatedly engaged in offering a range of Uni Lever Food Solutions to the customers. These foods are ready to eat and are presented at the best rates in the industry. They are high in their nutritional value and are appreciated for its perfect taste. The product range available with us are Knorr - Tandoori Tikka Mix, Knorr - Aromat Seasoning, Knorr - Chicken Broth Powder, Knorr - Lime Seasoning Mix, Best Foods - Real Veg Mayo Sauce, Best Foods - Tartar Mayo Sauceand Kissan - Sauce Maker.

Knorr - Tandoori Tikka Mix Knorr - Aromat Seasoning Knorr - Chicken Broth Powder Knorr - Lime Seasoning Mix Best Foods - Real Veg Mayo Sauce Best Foods - Tartar Mayo Sauce Kissan - Sauce Maker

Amul Cheese
Amul Processed Cheese Gouda Cheese Amul Pizza Mozzarella Cheese Amul Emmental Cheese Cheese Spread Cheese Tins Cheese Blocks Cheese Slices Cheese Cubes

Amul Milk
Amul Condensed Milk Amul Double Toned Milk Amul Lite Slim And Trim Milk Amul Shakti Toned Milk Amul Gold Milk Amul Calcium Milk Amul Butter Milk Amul Chocolate Milk Koko Can Koko Cafe Nutramul Milk Can Flavoured Milk

Mineral Water & Sparkling Water

Sparkling Water Mineral Water

Vijaya Products

Vijaya Dairy Products

Applicable Prices:

Sr. No.

Product

Pack Size

Max. Retail Price

Amul Butter

100g Pack

Rs. 30

Amul Butter

500g Pack

Rs. 147

Delicious Table Margarine

100g Pack

Rs. 13.50

Delicious Table Margarine

500g Pack

Rs. 65

Amul Lite Lowfat Breadspread

200g Tub

Rs. 35

Amul Cheese

400g Tin (EOE)

Rs. 139

Amul Cheese Slices

200g Pack

Rs. 88

Amul Cheese Chiplets

200g Pack

Rs. 77

Amul Cheese

1kg Block

Rs. 266

10

Amul Cheese Spread

200g Tub

Rs. 60

11

Amul Pizza Cheese

200g Pack

Rs. 64

12

Amul Emmental Cheese (Available only in selected markets)

400g Pack

Rs. 170

13

Amul Gouda Cheese

250 g

Rs. 130

14

Amul Gouda Cheese

1 kg

Rs. 500

15

Amul Malai Paneer

200g Dice Pack

Rs. 48

16

Amul/Sagar Pure Ghee (Available only in Gujarat & Maharashtra)

1 Litre Tin

Rs. 315

17

Amul/Sagar Pure Ghee (Available only in Gujarat & Maharashtra)

500ml Pouch

Rs. 155

18

Amul/Sagar Pure Ghee (Available only in Gujarat & Maharashtra)

2 Litre Tin

Rs. 615

19

Amul/Sagar Pure Ghee (Available only in Gujarat & Maharashtra)

5 Litre Tin

Rs. 1525

20

Amul Pure Ghee

1 Ltr Refill

Rs. 310

21

Amul/Sagar Pure Ghee (Available only in Gujarat &

1 Ltr Pouch

Rs. 302

Maharashtra)

22

Amul Shrikhand (Available only in selected markets)

500g cup Elaichi

Rs. 65

23

Amul Shrikhand (Available only in selected markets)

500g cup Mango

Rs. 65

24

Amul Shrikhand (Available only in selected markets)

500g cup Kesar

Rs. 70

25

Amul Shrikhand (Available only in selected markets)

500 g Badam Pista

Rs. 73

26

Amul Mithaee Gulabjamun

1kg Tin

Rs. 140

27

Amul Mithaee Gulabjamun

500g Tin

Rs. 75

28

Nutramul

500g Refill

Rs. 125

29

Amul Chocolates

35g Milk

Rs. 15

30

Amul Chocolates

40g Fruit & Nut

Rs. 25

31

Amul Almondbar

35g

Rs. 15

32

Amul Chocozoo

232g Tin

Rs. 125

33

Amul Chocozoo Tub

500 g

Rs. 180

34

Amul Dark Chocolate

35g

Rs. 20

35

Amul Taaza Double Toned Milk

1 Litre Tetra

Rs. 44

36

Amul Taaza Double Toned Milk

200 ml Tetra

Rs. 10

37

Amul Tazza Toned Milk - Nothern Eastern States

1 Litre Tetra

Rs. 47

38

Amul Gold Milk

1 Litre Tetra

Rs. 48

39

Amul Lite Skimmed Milk

1 Litre Tetra

Rs. 50

40

Amul CALCI + high calcium milk

1 Litre Brik

Rs. 50

41

Mithaimate Sweetened Condensed Milk

400g Can

Rs. 70

42

Amulspray (Infant milk food)

500 g Pouch

Rs. 136

43

Amulspray (Infant milk food)

500g Refill

Rs. 137

44

Amulspray (Infant milk food)

500g Tin

Rs. 141

45

Amulspray (Infant milk food)

1 kg Pouch

Rs. 254

46

Amulspray (Infant milk food)

1 kg Tin

Rs. 274

47

Sagar Skimmed Milk Powder

500g Pouch

Rs. 145

48

Amulya Dairy Whitener

500g Pouch

Rs. 131

49

Amulya Dairy Whitener

500g Refill

Rs. 132

50

Amulya Dairy Whitener

1 kg Pouch

Rs. 265

51

Amul Kool (Kesar, Elaichi, Rose)

200ml Bottle

Rs. 16

52

Amul Kool (Kesar, Elaichi, Chocolate)

200ml Tetra

Rs. 15

53

Amul Kool Kesar

250 ml can

Rs. 25

54

Amul Kool Cafe

200 ml Glass Bottle

Rs. 17

55

Amul Kool Cafe

250 ml Can

Rs. 26

56

Amul Kool Cafe (High margin segment)

200 ml Tetra Brik

Rs. 25

57

Amul Kool Koko

250 ml Can

Rs. 26

58

Amul Kool Milk Shaake (Mango, Strawberry & Badam)

220 ml Can

Rs. 26

59

Amul Kool Milk Shaake (Mango & Strawberry)

180 ml Tetra Pack

Rs. 15

60

Amul Fresh Cream

200 ml Tetra Brik

Rs. 37

61

Amul Fresh Cream

1 Lit Tetra Brik

Rs. 145

62

Amul Masti Spiced Butter milk

200ml Tetra Brik

Rs. 10

63

Amul Masti Spiced Butter milk

1 Litre Tetra Brick

Rs. 40

64

Amul Lassee(Rose)

200 ml Tetra Brick Rs. 12

65

Amul Lassee

1 Lit Tetra Pack

Rs. 45

66

Amul Basundi

1 Ltr Tetra Brick

Rs. 115