SMT.

CHANDIBAI HIMATMAL MANSUKHANI COLLEGE

ULHASNAGAR- 421003

PROJECT REPORT ON
ENTREPRENEURSHIP MANAGEMENT
SUCCESSFUL INDIAN ENTREPRENEUR AMUL

SUBMITTED BY
AKASH RANA
(ROLL NO: 701)

M.COM PART-II (SEM.III):

SUBMITED TO
UNIVERSITY OF MUMBAI
2016-17

PROJECT GUIDE
Prof.Kishore Karia

1 | Page

Department of Commerce

Certificate
Thisistocertifythat, Mr.AKASHRANAofM.Com.II,Sem.III (RollNO701) hassuccessfully
completedtheprojecttitledSUCCESSFUL INDIAN ENTREPRENEUR AMULundermyguidance
fortheAcademicYear201617.Theinformationsubmittedistrueandoriginalaspermyknowledge.

Prof. Kishore Karia

(ProjectGuide)

Prof.GopiShamnani
Dr.ManjuLalwanipatha
(Coordinator,M.ComCourse)
(I/CPrincipal)

ExternalExaminer
2 | Page

ACKNOWLEDGEMENT

I acknowledge the valuable assistance provided by SMT.CHANDIBAI HIMATMAL

MANSUKHANI COLLEGE, for two years of degree course in M.Com.
I specially thank the principal Dr.ManjuLalwanipathak for Allowing us to use the
facilities such as library, computer laboratory, internet etc.
I sincerely thank the M.Com co-ordinator Prof.GopiShamnani for Guiding us in the
right direction go prepare the project.
I thank my guide Prof. Kishore Kariawho has given his/her valuable time,
knowledge and guidance to complete the project successfully in time.
My family and peers were great source of inspiration throughout my project their
support is deeply acknowledged.

Signature

DECLARATION
3 | Page

I, AKASH RANA OF SMT.CHANDIBAI HIMATMAL MANSUKHANI COLLEGE OF

M.Com PART-II (SEMESTERIII), hereby declare that I have completed the project
on SUCCESSFUL INDIAN ENTREPRENEUR AMUL in the academic year 2016-17.
The information submitted is true and original to the best of my knowledge.

(AKASH .P. RANA)

M.Com part-II, ROLL NO: 701
SEMESTER III

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INDEX
Sr.No

PARTICULARS

.
1

ACKNOWLEGEMENT

Page
No
3
8

PART A

INTRODUCTION

ORGANISATION PROFILE
OBJECTIVE OF THE RESEARCH

LITERATURE REVIEW

5
6

MARKETING MANAGEMENT

PRODUCTION &OPERATION MANAGEMENT

SUPPLY CHAIN MANAGEMENT

9
11
17
21
22
27
31
34

HUMAN RESOURCE MANAGEMENT

8
9
10

FINANCE MANAGEMENT

38

SWOT ANALYSIS

41

PART B

44
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11

ENTREPRENEUR INTRODUCTION

12

CASE STUDY ON SUCCESSFUL INDIAN ENTREPRENEUR AMUL

13
14

CONCLUSION
BIBILOGRAPHY

47
50
51

Executive summary
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AMUL is a co-operative sector. It is the institution of the farmers, for the

farmers and
From the farmers. The AMUL gives pleasure to the farmer to charge the own
price, which was not possible in earlier years. This union was born on 14th
December 1946.
The union Provides facilities to its members like more return, satisfactory
price, insemination, first aid, group Insurance, cattle food at confessional
price etc.
I have done case analysis on HRIS of AMUL and from that I have come to
know how
Organization operates and how the functions have been carried in the
organization. From this case I have come to know how a wide organization
like AMUL becomes a successful entrepreneur in India.
AMUL dairy has five main departments like finance, personnel, commercial,
milk
Procurement and production. The finance department does the clerical work
and takes
Care of inflow and outflows of the cash. The other work of finance
Department is to audit of annual work.
The personnel department handles the work regarding personnel like
appointment,
Recruitment, promotion, transfer, dismissal, demotion, performance
appraisal etc.

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8 | Page

PART A

INTRODUCTION

Symbol of Amul is a ring of four hands, which are coordinated each other.
The actual meaning of this symbol is coordination of hand of different people
by
Whom this union is now at top.
First hand is for the farmers (producers), without whom the organization
Would do not existed. Farmers are the inspiration of the AMUL the taste of
India.
Second hand is for the representatives of processors by whom the raw
milk
Processed into different finished products.
Third hand is for marketers without whom the product would have not
be able to
reached to the customer.
Fourth hand is for customers without whom the organization could not
carry on
Because they are the people who consume the product. The union of Amul
would not
have been the second biggest successful company in the world without the
coordination of the above four hand.

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In the year 1946 the first milk union was established. This union was started with 250 liters of
milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected
the brand name AMUL in 1955.
The brand name Amul means AMULYA. This word derived form the Sanskrit word
AMULYA which means PRICELESS. A quality control expert in Anand had suggested
the brand name AMUL. Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading
food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many
things like of the high-quality products sold at reasonable prices, of the genesis of a vast cooperative network, of the triumph of indigenous technology, of the marketing savvy of a farmers'
organization. And have a proven model for dairy development (Generally known as ANAND
PATTERN).
In the early 40s, the main sources of earning for the farmers of Kaira district was
farming and selling of milk. That time there was high demand for milk in Bombay. The main
supplier of the milk was Polson dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Bombay from the Kaira district. This system leads to
exploitation of poor and illiterates farmers by the private traders. The traders used to beside the
prices of milk and the farmers were forced to accept it without uttering a single word.

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ORGANIZATION PROFILE
NAME : KAIRA DISTRICT CO- OPERATIVE
MILK PRODUCERS UNION LIMITED,ANAND.
FORM : Co-operative sector under the co- operative
Society Act.
REG.OFFICE : Kaira District Co-operative Milk producers
Union ltd, Anand -3881001.Gujarat, India.
PROMOTERS (1)
(2)
(3)
(4)

SHRI TRIBHUVANDAS PATEL

SHRI MORARJI DESAI
SHRI VALLABH BHAI PATEL
Dr. VARGHESE KURIEN

BANKERS : 1. Kaira District Co-operative Bank.

2. Axis Bank.
3. State Bank of India.
4. Bank of Maharastra.
5. Corporation Bank.
6. Bank of Baroda.
7. Bank of Saurastra.
AUDITORS : Special Auditors (Milk), Milk Audit Office Anand.
SOCITIES : 1113.
MEMBERS : 6, 31,333.
OFFICE TIME : 1O:00 A.M TO 06:00 P.M.
PREMISES : 49.55 Acres.
REGISTRATION : 14th December, 1946.

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The Amul Meaning

AMUL means priceless in Sanskrit . A quality control expert in Anand
suggested the
brand name AMUL from the Sanskrit word Amoolya variants, all meaning
priceless are found in several Indian languages. Amul products have been
used in
millions of home since 1946 .
Amul butter
Amul milk powder
Amul ghee
Amulspray
Amul cheese
Amul chocolates
Amul Ice- cream
Today Amul is a symbol of many things . of high quality products sold at
reasonable
prices . F triumph of indigenous technology . Of the marketing savvy of a
farmers
organization . And proven model for dairy development.

MOTTO, VISION, AND QUALITY POLICY

MOTTO :-The main motto of AMUL is to help farmers. Farmers were the foundation
stone of
AMUL. The system works only for farmers and for consumers, not for profit.
The main
of AMUL is to provide quality products to the consumers at minimum cost.
The goal of
AMUL is to provide maximum profit in terms of money to the farmers.

VISION:-Vision of AMUL is to provide and vanish the problems of farmers (milk

producers). The

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AMUL apparition was to run the organization with co-operative of four main
parties, the
farmers, the representatives, the marketers, and the consumers

QUALITY POLICY:-We the motivated and devoted work force of AMUL are committed to produce
whole
some and safe foods of excellent quality to remain market leaders through
deployment of
quality management system, state of art technology innovation and ecofriendly
delightment of customer and betterment of milk producer

HISTORY
In early 1940s a farmer in Kaira district, as elsewhere in India, derived his
income
almost entirely from seasonal crops. The income from milk was paltry and
could not be
depended upon. The main buyers were milk traders of Polson Ltd.-a privately
owned
company that enjoyed monopoly for supply of milk from Kaira to the
Government Milk
Scheme Bombay. The system leads to exploitation of poor and illiterate
farmers by the
private traders.

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However, when the exploitation became intolerable, the farmers were

frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist
in the
freedom movement. Sardar Patel advised the farmers to sell the milk on their
own by
establishing a cooperative union, instated of supplying milk to private
traders. Sardar
Patel sent the farmer to Shri Morarji Dasai in order to gain his Co-operation
and help.
Shri Dasai held a meeting at Samrkha village near Anand, on January 4,
1946. He
advised the farmers to from a society for collection of the milk.These village
societies
would collect the milk themselves and also decided prices for that which
would be
profitable for them. The district union was also from to collect the milk from
such village
cooperative societies and to sell them. It was also resolved that the
government should
asked to buy milk from the union.
However, the government did not seem to help farmer by any means. It gave
the negative
response by turning down the demand for the milk. To respond to this action
of
government, farmer of Kaira district went on a milk strike. For 15 days not a
single drop
of milk was sold to the traders. As a result the Bombay milk scheme was
severely
affected. The milk commissioner of Bombay then visited Anand to assess the
situation.
Finely he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at village and district level to
collect and sell
milk on a cooperative basis, without the intervention of government. Mr.
Verghese
Kurien had main interest in establishing union who was supported by Shri
Tribhuvandas

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Patel who convinced farmers in forming the cooperative unions at thevillage

level. The
Kaira District Co-operative Milk Producers Union was thus established in
Anand and
was registered formally under section 10 of Bombay Act VII of 1925 on
December 14,
1946. Since then farmers are selling all the milk in Anand through
cooperative union. In
1955 it was commonly decided the sell milk under the brand name Amul

At the initial stage only 250 liters of milk was collected every day. But with
the growing
Awareness of the benefits of the co-operative-ness the collection of milk
increased. Today Amul collect 50, 00,000 liters of milk every day. As the milk
is perishable commodity it became difficult to preserve milk for a longer
period. Besides when the milk was to be collected from the far places there
was a fear of spoiling of milk. To overcome this problem the union thought to
develop the chilling unit at various junctions, which would collect the milk
and could chill so as preserve it a for a longer period. Thus, today Amul has
more than 168 chilling centers in various villages. Milk is collected from
almost 1097societies.
With the financial help from UNICEF, assistance from the government of New
Zealand
under the Colombo plan, of Rs. 50 million for factory to manufactory milk
powder and
butter. Dr. Rajendara Prasad, the president of India laid the foundation on
November 50,
1954. Shri Pandit Jawaharlal Nehru, the prim minister of India declared it
open at Amul
dairy on November 20, 1955.

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A plant to manufacture balanced cattle feed was formally commissioned on

October 31,
1964 by Shri Lalbahadur Shastri, the Prime Minister of India. At the request of
the
government of India, a new dairy with a capacity to manufacture 40 tons of
milk powder
and 20 tons of butter a day was completed in 1963. This was meant to meet
the
requirement of Indias defense forces. The dairy was declared open by
ShriMorarji Desai
in April, 1965. in 1974, the Kaira Union setup a plant to manufacture highprotein
Weaning food, chocolate and malted food at Mogar, about 8 km south of
Anand.
In September, 1981, the second cattle feed plant at Kanjari were started.
The succession of the co-generation project on September 11, 1985, marked
a milestone on the energy front when two gas turbine generators of 1.5 MW
each based on natural gas, were commissioned. On October 31, 1992, Dr. V.
Kurien chairman, National Dairy
Development Board, laid the foundation of Kaira Unions third dairy with a
processing
capacity of 6.5 lakh liters of milk a day. Work on the third dairy and cheese
plant at
Khatraj with capacity for 20 Metric Ton of cheese per day, began in
February, 1994.
Also in 1994, Kaira Union put up bread spread plant at Mogar with the
assistance from
National Dairy Development Board.

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THE AMUL BUTTER GIRL STORY

Amul Butter Girl: The moppet who put Amul on India's breakfast table.
50 years after it was first launched, Amul's sale figures have jumped from
1000 tones a
year in 1966 to over 25,000 tones a year in 1997. No other brand comes
even close to it.
All because a thumb-sized girl climbed on to the hoardings and put a spell on
the masses.
Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-yearold
housewife is out in the balcony drying clothes. From her second floor flat she
can see her
neighbors on the road. There are other people too. The crowd seems to be
growing larger

17 | P a g e

by the minute. Unable to curb her curiosity Sheela Mane hurries down to see
what all the
commotion is about. She expects the worst but can see no signs of an
accident. It is her
four-year-old girl who draws her attention to the hoarding that has come up
overnight.
Round eyed, chubby cheeked, winking at you, from strategically placed
hoardings. She is
the Amul moppet everyone loves to love
For 30 odd years the Utterly Butterly girl has managed to keep her fan
following intact.
So much so that the ads are now ready to enter the Guinness Book of World
Records for
being the longest running campaign ever. The ultimate compliment to the
butter came
when a British company launched butter and called it Utterly Butterly.
It all began in 1966 when Sylvester daCunha, then the managing director of
the
advertising agency, ASP, clinched the account for Amul butter. The butter,
which had
been launched in 1945, had a staid, boring image, primarily because the
earlier
advertising agency which was in charge of the account preferred to stick to
routine,
corporate ads.
The Amul girl who lends herself so completely to Amul butter, created as a
rival to the
Polson butter girl. This one was, village belle, clothed in a tantalizing choli all
but
covering her upper regions. "Eustace Fernandez (the art director) and I
decided that we
needed a girl who would worm her way into a housewife's heart. And who
better than a
little girl?" says Sylvester daCunha. And so it came about that the famous
Amul moppet
was born.

ORGANISATION STRUCTURE OF AMUL

Board of Director

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CHAIRMAN
MANAGING CHAIRMAN
GENERAL MANAGER
ASSISTANT GENERAL MANAGER
MANAGER
DEPUTY MANAGER
ASSISTANT MANAGER
SENIOR EXECUTIVE
SENIOR OFFICER
SENIOR ASSITANT
WORKERS

ACHIEVEMENTS:
Amul : Asias largest dairy co-operative was created way back in1946 to
make the milk producer self-reliant and conduct milk- business with pride. Amul
has always been the trend setter in bringing and adapting the most modern
technology to door steps to rural farmers.
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Amul created history in following areas:

a) First self motivated and autonomous farmers organization comprising of
more than 5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk
collection centres owned by them.
c) Computerized milk collection system with electronic scale and
computerized accounting system.
d) The first and only organization in world to get ISO 9000 standard for its
farmers co-operatives.
e) First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor marginal
farmers can provide means for the socio-economic development of the under
privileged marginal farmers

AWARDS:
Amul a co-operative society and its co-operation has led many
different awards in its favor.

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Magsaysay award for community leadership presented in manila,

Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V.
Kurien
1964: Padmabhusan award given to Shri T.K. Patel
1965: Padmshri awarded was given to V. Kurien, general manager,
by the president of India
1987: Best Productivity awarded by national productivity council
for the year 1985-86 awarded to Amul dairy.
1988: Best Productivity awarded for the second successive year 198687 by the president of India, Mr. R. Venkatrao to kaira union.
1993: ICA Memenoto towards genuine and self sustaining cooperative worldwide ICA regional office for Asia and pacific, New Delhi,
1996.
1999: G.B.Birla award.
Moreover the Amul union has achieved the prestigious ISO 9001-2000 and
HACCP Certificate and effects are got to obtain ISO 14000.

OBJECTIVE OF THE RESEARCH

To know successful business entrepreneur strategy of Amul

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 To know the preference of Amul products with comparison to

other competitive brands.
Swot analysis of Amul

To study various factors such as quality, price, easy available etc. Is

influencing lot and influences positively

To help other small entrepreneur to grow in the marketing field.

LITERATURE REVIEW
Abstract
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In this paper we describe a case study of a dairy cooperative, AMUL, in western India that has
developed a successful model for doing business in large emerging economy. It has been
primarily responsible, through its innovative practices, for India to become worlds largest
producer of milk. This paper draws various lessons from the experiences of AMUL that would be
useful to cooperatives globally as well as firms that are interested in doing business in large
emerging markets like India and China.
Many of these economies have underdeveloped markets and fragmented supply bases.
Market failures for many of these small producers are high. On the other hand, the size of both,
markets and the suppliers is large. As a result, firms that identify appropriate business strategies
that take into account these characteristics are more likely to succeed in these markets. The
following are some key message from AMULs success: firms in these environments need to
simultaneously develop markets and suppliers to synchronize demand and supply planning,
develop or become a part of network of producers (i.e., cooperatives in this case) to obtain scale
economies, focus on operational effectiveness to achieve cost leadership to enable low price
strategy. In addition, a central focus to bring the diverse element together and a long-term
approach are required.
In emerging economies different industrial sectors may be at different stages of
development. In some of the sectors all of the above environmental characteristics faced may not
hold. However, a subset of strategies followed by AMUL would still be very useful. Thus, firms
that are contemplating addressing large undeveloped markets or have an intention of taking
advantage of extensive but marginal supplier base would still benefit.

MARKETING MANAGEMENT
Every organization that produces one or more products requires marketing of
the products sell them in the market. It is only through marketing that people
know about a company's products.
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Hence marketing is considered as a key activity of organization. The

organization requires sound marketing structure to carry on its marketing
activities.
However the concept of marketing is not confined only to selling of goods
and services to customers. Instead the company tries to create and maintain
the customer base through marketing.
The marketing thus focus on the customer needs and wants in the market
and emphasis on producing and selling only those goods, which have higher
demand in market. The company mainly markets its products through
advertising. Marketing uses various sales promotional tools
to boost the sales of the company. The marketing department thus should
have sound distribution channel and promotional system to make the
marketing activities sound.

Concept
The marketing concept holds the key to achieving its organizational goals
consists of the company being more effective than competitors in creating ,
delivering and communicating customer value to its chosen target markets .
marketing starts with the determination of consumer wants and ends with
the satisfaction of those wants. The concept says that any business should
be organization around the marketing function, anticipating and stimulating
and meeting customers need . The marketing concept rests on four pillars
and
They Are
1.
2.
3.
4.

Target market
Customer needs
Integrated marketing
Profitability

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

Marketing Mix
The marketing mix , which is set of four elements or four P of marketing
are as
Follow
1. Product
2. Price
3. Place
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4. Promotion
Same as four P there is also four C of marketing.
1. Customer solution
2. Cost
3. Convenience
4. Communication
PRODUCT:
A product is anything that satisfies needs or wants and can be offered to the
market for
Exchange. A product can be goods, services without product there is no
marketing.
This includes product variety, product design, packaging, quality, brand
name, size etc.
AMUL produces and sell i.e. Milk , It has to plan Its product very carefully so
that the
Consumer gets only good quality products. There are various products
marketed by
GCMMF

List of products marketed

Bread spread

Cheese range

Amul butter
Amul Lite Low bread spread
Amul cooking butter

Amul
Amul
Amul
Amul

UHI Milk Range

Pure ghee

Amul
Amul
Amul
Amul
Amul

Amul pure ghee

Amul cow ghee
Sagar pure ghee

shakti 3% fat milk

Taaza 1.5% fat milk
Gold 4.5% fat milk
fresh Toned milk
snowcap soft milk

Malai panner ( cottage cheese)

pasteurized processed cheese
pizza cheese
Emmiatial cheese

Infant milk Range

Curd products

Amul infant milk formula (0.6 millions)

Amul infant milk formular
Amul spray infant milk food
Milk powder
Amul full cream milk powder

Yogi sweetened flavored dahi

Amul Lassee
Amul masti Dahi

Price:-

25 | P a g e

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

Promotion

IT includes a variety of techniques including advertisement, sale promotion,

Public relations and personal selling that are used to communicate with
customers and
Potential customers. Television is the best media for advertising in the local
areas .
Hoardings designed on the creative basis attract the customers more.

Place

Place refers to marketing activities that make products available to

consumers at the
Right time in a convenient location. Place refers as distribution Channels .IT
is the
Process of moving products from the producer the consumer.

Market segmentation: Any commodity has not a single Market. But it has a composite Market which
can be

26 | P a g e

divided on the basis of age, gender , preferences etc . The process of

dividing a market
into distinct groups of buyers is called market segmentation . Market
segmentation may
be defined as a process of dividing a Market into different sub- markets on
the basis of
some definite criteria .
At Amul, since marketing activities are handle by the GCMM, market
segmentation
Is also decided by Gcmmf . Generally, Milk products like Butter, cheese are
also
Popular in the all age group. Hence they are segments at the national level.
Milk products like chocolates and milk powder are segmented on the basis of
age . The GCMMF conduct the market survey to know demand for the
products of Amul in the Market and then accordingly determines the market
segments, defines the target market .

MARKETING &GCMMF
GCMMF is Indias largest exporter of dairy products. It has been awarded as a
Trading House status. GCMMF has received the APEDA award from the
government
Of India for Excellence in dairy products Exports for the last 11 years. Gcmmf
is Indias
Largest food products Marketing Organization. It is a state level apex body of
milk cooperatives in the Gujarat which aims to provide remunerative returns
to farmers and also serve the interest of consumers by providing quality
products which are good value for money

Amul in abroad:
Amul is going places. Literally. After having established its presence in China,
Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation
(GCMMF), Indias largest milk cooperative, is waiting to flood the Japanese
market.
Then, GCMMF is also looking at Sri Lanka as one of its next export
destinations. Amul products are already available on shelves across several
countries, including the US, China, Australia, West Asian countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products
include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese
and buttermilk.
27 | P a g e

The major export products: - The products of Amul is being

exported in the 40
Countries of the world. Many of the products are now available in the U.S.A,
Gulf
Countries and Singapore. Amul products are being exported to the Singapore
since last
Three decades . Undoubtedly, Amul is the preferred taste of Indians in the
Gulf countries.

Consumer packs:

Amul pure Ghee

Amul Butter
Amul Shrikhand
Amul Mithaee Gulabjamun
Nutramul Brown Beverages
Amul cheese
Amul malai panner
Amul Gold Milk
Amul UHT Milk ( Long Life)
Amul Taaza Double Toned Milk
Amul Life slim and trim Milk
Amul fresh cream

BULK PACKS

Amul Skimmed Milk powder

Amul Full Cream Milk powder
The following Amul products are available in the Gulf Markets : Amul / Sagar pure Ghee
Amul cheese Tin and Slices
Amul Shrikhand
Amul Butter
Amul Gold milk
Amul cool chocolate Milk.

Marketing Research: Marketing Research is the systematic design collection, analysis and

reporting of
Data and findings relevant to a specific marketing situation of the company.
Amul performs the marketing research mainly to launch new products in the
market. The purpose is of checking the validity of the new products in the
market for the
local new . Amul conducts the market survey by appointing business
administration
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students for conducting the market survey . Extending policy of the new
producted
launched , Amul has recently launched the energy drink named STAMINA
specially
targeted to the people who are playing sports daily .

PRODUCTION &OPERATION DEPARTMENT

INTRODUCTION:29 | P a g e

Production management is refers to the process of correction of past

mistakes catching up with the new techniques, taking up steps with
developing techniques and taking measures for the production of goods at
competitive cost.
The basic philosophy of production management is to launch a frontal attack
on direct costs and effective use the availability manpower weaving new
techniques in to the whole to keep the production unit efficient and
developing production management is the process of planning, organizing,
directing and controlling.
The Amul is started with only 250 liters of milk per day. But now Amul collect
average 9 lakhs of liters milk per day. At the initial stage, Amul has not any
problem regarding milk, but in the winter season there was excess supply of
milk. So, Amul has to sell out that excess milk at the low price or Amul has to
face loss. To removing these problems Amul take decision to set up a plant to
process the surplus milk butter and milk powder. Today the Amul has three
plants Known as Amul 1, 2 & 3 all three plant work 24 hours a day
continuously. The all manufacturing process is done automatically. The
production is done in the special machines. These machines and the
technology are import-id from the TRFTA PEAK Company. There is also facility
of chilling of milk, so
That the milk remains usable.
Today three plant of AMUL perform different function.
1. AMUL 1 presently it is use as a warehouse for storing raw materials.

2. AMUL 2 Today in this unit, the production process of Ghee and

packings are running .

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3. AMUL 3 This unit is producing AMUL butter, AMUL spray powder,

andflavored milk.

Organization Structure
Managing Director
General Manager
Dairy Plant

Asstt. G.

M.

Manager

Manager

Officer

A.M.
(Production)
(Eng.)

(Eng.)
Dy. Manager

Workers

Officers
(Eng.)
A.M.
Technicians
(Eng.)
Eng. Workers
Officers
Technicians
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Eng. Worker

MANUFACTURING PROCESS FOR MILK

MILK PROCUREMENT
Total milk procurement by our Member Unions during the year 2006-07
averaged 67.25
lakh kilograms (6.7 million kg) per day, representing a growth of 4.5 per cent
over 64.38
lakh kilograms (6.4 million kg) per day achieved during 2005-06. The highest
procurement as usual was recorded during January 2007 at 84.09 lakh
kilograms (8.4 million kg) per day. This increase in milk procurement is very
impressive, keeping in mind the massive loss suffered by our farmers due to
floods during the monsoon season, specially in Surat district.

MILK PROCESSING
1 Homogenization: - Milk must then be homogenized. Without
homogenization, the
milk fat would separate from the milk and rise to the top. Milk fat is what
gives milk its rich and creamy taste. In this process Milk is transferred to a
piece of equipment called a homogenizer. In this machine the milk fat is
forced, under high pressure through tiny holes.

2. Pasteurization:- Pasteurization is the process that purifies milk and helps

it stay fresher, longer. Milk is pasteurized by heating it to 72C for 16
seconds then quickly cooling it to 4C. Pasteurization is named after Louis
Pasteur, the famous scientist.

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3 .Adding Vitamins; - Before homogenization, vitamin D is added to all

milk.
Vitamin D combined with the calcium that naturally exists in milk help gives
us strong bones and teeth. Dairies also add Vitamin A to skim, 1% and 2%
milk. Vitamin A is good for our eyesight

4. Packaging Milk: - Milk is now ready to be packaged. Milk is pumped

through automatic filling machines direct into bags, cartons and jugs. The
machines are carefully sanitized and packages are filled and sealed without
human hands. During the entire time that milk is at the dairy, it is kept at 1
- 2C. This prevents the development of extra bacteria and keeps the milk
its freshest.

5. Storing:- Milk is delivered to grocery stores, convenience stores and

restaurants in refrigerated trucks that keep milk cooled to 1 - 4C. The

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stores take their milk and immediately place it in their refrigerated storage
area. Because fresh milk is so important to our diets, dairies, and our health.

SUPPLY CHAIN MANAGEMENT

Processing :
After the union received the milk, it was tested and if it was found to be of
good quality, it was sent for processing. If the milk was found to have high
acidity, it was used to make buttermilk. Raw milk was sent through a filter
and clarifier and was pasteurized. For pasteurization, milk was treated at
high temperatures for a specified.
This helped in destroying the pathogens and in maintaining the quality. After
pasteurization, the milk was sent through a separation machine. Here the
cream was separated and skimmed milk was obtained. According to the
demand, the unions packed the milk after it was pasteurized and sent for
distribution. The cream was marketed as Amul Fresh cream.
Distribution
GCMMF coordinated with various unions to get a regular supply of milk and
dairy products. The processed milk and dairy products were procured from
district dairy unions and distributed through third party distributors. To
ensure quality and timely deliveries, GCMMF and the district unions had
several mechanisms in place. The VCS constantly monitored the deliveries of
the milk collected and ensured that the milk was picked up on time. The
unions monitored the supplies of milk and the distribution of finished
products.

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WARE HOUSING: Amul products are available in over 500,000 retail outlets
across
India through its network of over 3,500 distributors. There are 47 depots with
dry and
cold warehouses to buffer inventory of the entire range of products. GCMMF
transacts on an advance demand draft basis from its wholesale dealers
instead of the cheque system adopted by other major FMCG companies. This
practice is consistent with GCMMF's philosophy of maintaining cash
transactions throughout the supply chain and it also minimizes dumping.
Wholesale dealers carry inventory that is just adequate to take care of the
transit time from the branch warehouse to their premises. This just-in-time
inventory strategy improves dealers' return on investment (ROI). All GCMMF
branches engage in route scheduling and have dedicated vehicle operation
MILK PROCESSING BLOCK

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SUPPLY CHAIN EXPLANATION WITH DIAGRAME

DEFINITION OF VALUE CHAIN

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As per the above diagram there are the first components is raw material:
In our company the raw materials are milk, powder for ice creams
manufacturing, different types of flavors for ice creams, packaging material,
sugar etc. required by the company for manufacturing. In this step GCMMF
play a very important role it procures milk from villages and for this it
develops three types of system and that is societies at village level, district
level and state level.

Second component is suppliers are the farmers and other raw material for
manufacturing the ice creams are provided by MAHAN PROTEINS LTD., IDEAL
ICE CREAMS and BHARAT ESSENCE.
This component is manufacturing process which is describe above. In milk
process there are mainly five steps are required and i.e. homogenization,
pasteurization, adding vitamins, packaging, storing. In this process there are
also requirement of warehouse for storing the product which already made
and also for the raw material.
The next step is the distribution channel in which GCMMF plays very
important role in that. It handles all the marketing for AMUL products.
GCMMF's products were marketed through 50 sales offices located across
India to 4,000 stockiest. These stockiest supplied the products to more than
500,000 retail outlets.
The next step is the customers in this category there are restaurants
includes. Also the retail shops and whole sellers are included.
The last step is the consumer in which the actual hose hold are included in
this category.

HUMAN RESOURCE MANAGEMENT

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Introduction:According to SCOOT CLOTHIER AND SPRIGGEL Human resource management

as the branch of management which is responsible on a staff basis for
concentrating on those aspects of relationship of management to employees
and employees to employees and with the development of the individual and
the group. The objective is to attain maximum individual between employer
and employees and effective molding of human resources as contrasted with
physical resources.
Personal (Human resource) management plays a very important role for any
organization. The firm having all types of resources like machines, materials,
money, information etc. will not be success in business without effective
manpower. Human capital is the greatest assets of business enterprise and
manpower management is the most important and crucial job because the
managing group is the heart of the company. Human resource department
plays most important role in establishing good relation and harmony among
all.

MAJOR FUNCTION OF HUMAN RESOURCE DEPATMENT

1. RECRUITMENT AND SELECTION

2. TRAINING AND DEVLOPMEN

3. PERFORMANCE APPRAISAL
4. SALARY AND WAGE ADMINISTION
5. EMPLOYEE TURNOVER
6. COMPENSATION
7. INDUSTRIAL RELATION
8. FACTORE ACT
9. INDUSTRIAL DISPUTE ACT
10. HUMAN RESOURCE INFORMATION SYSTEM (HRIS)

Organization structure
Managing Director
General Manager
Assistant General Manager
Officers
Clerk

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Peons
RECRUITMENT AND SELECTION
RECRUITMENT:

there are two types of Recruitment sources followed by Amul:

EXTERNAL SOURCE
INTERNAL SOURCES
INTERNAL SOURCES:Internal sources include personnel already on the payroll of the organization.
Present Permanent Employees.
Employee Referrals
Former Employee
EXTERNAL SOURCES:These sources lie outside the organization In Amul they consider following
sources for recruitment:
Campus Interview
Unsolicited Application
Application Blank
Placement Agencies
RECRUTMENT POLICY OF AMUL
Entry level qualification:Below officers cadres:1. S.S.C / H,S.C Attendant Operator Dairy (AOD) G Gr.Worker
Taken as apprentice under trade apprentice Act 1961 2/3 yrs Apprenticeship,
and then based on their appraisal report, selected as temporary worker. After
total 5 yrs of work,may be selected as G-Grade Worker.]
2. Professional Qualification E/F Grade Worker (Boiler Attendant)
3. BA / B.COM / M.COM / M.A (general) MSW / MRM /MRS M.E_Biz of

Gujarat Vidyapeeth and C Grade Worker similar non University

Institutions.
4. B.Sc / M.Sc / Diploma Engineers B Grade Workers. Apprenticesship

Labassistant for 1yr 3 months for B.SC & M.SC ;1yr for Diploma Engg.
Then 2/3 yrs as trainee technician,than based on appraisal Appointed as
Technician B Grade.
5. BBA Management Trainee for 1yrs .Jr. Assistant

(a) M.SC ( Agriculture ) /MRS /MRM /MSW /MLW/

MBA/ B.Tech (DT ) / MCA / M.E Biz. ( From recognized University )
39 | P a g e

1 yr as a trainee then appointed as senior officer.

(b) Inter CA /Inter ICWA / BE
1 yr as training period then appointed as Dy. Sup. Deputy Superintendent
(c) CA/ICWA

Superintendent
NO training period, direct appointment. However, in case of fresh recruitment
of candidates with exceptional qualification form reputed Institutions such as
IIM/IIT/IRMA o Central Institution, consideration for appointment to Higher
Grade be given due weightage, notwithstanding the above minimal
requirements.
SELECTION:
Selection procedure is concerned with securing relevant information about
the
applicant. The main objective of selection process is to determine whether an
applicant meets the qualification for a specific job and choose the application
that
is most likely to perform well in the job. The Selection process in AMUL is as
under
Vacancy in any department

Approval from M.D

Advertisement

Collection of application

Securitize the application

Interview

Medical checkups

Selection
After selection, the employees generally have probation period. In AMUL
probation period is different for different type of employees. Probation period
for officers is 12 months, 6 months for clerical employees and 3month for
workers

TRAINING AND DEVLOPMENT

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Definition: is a subsystem of an organization. It ensures that randomness is

reduced and learning or behavioral change takes place in structured format.
Training is the process where the work related knowledge, skills and attitude
are given to new employees. By which they aware the policies rules and
increase technical and manual efficiency and create of responsibility.

AMUL has accepted three methods for the training

. TRAINING PROCEDURE IN AMUL
Identification of need of Training

Module Preparation

Selection of Employee for the Training

Training

Feedback
AMUL HAS ACCEPTED THE 3 METODS OF TRAINING,
1. on the job method
2. off the job method
3. In house training
4 out house training

PERFORMANCE APPRAISAL
Performance appraisal is the process of evaluating the performance and
qualification of employees in terms of the requirement of the jobs for which they are
employed. It is highly useful

Promotion Period Appraisal For

1 year

Managers

3 year

Officers

1 year
1.5 year

Workers
Temporary
workers

in making decision regarding the promotion, transfer, wage and salary

administration etc. The

AMUL adopts the following appraisal system

Self appraisal
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If individuals understand the objectives they are expected to achieve the

standards by which they are to be evaluated they are to a great extent in the
best position to appraise
their own performance .in this method employee himself.

Managers Appraisal
The general practice is superiors appraise the performance of their
subordinate. Other supervisors ,who have close contact with employee s
work may also appraise with a view to provide additional information.

Finance Management
INTRODUCTION:Sound working capital management has become a necessity in era of
information technology for a company to succeed. The best example to
support this argument is the performance of Dell computers as reported in
one of the recent Fortune article. A perusal of the article will give us an
insight into how Dell could use technology for improving the performance of
components of working capital.
Use of internet as a tool for reducing costs of linking manufacture with their
supplier and dealers.
Outsourcing operations if the firms core competence does not permit the
performance of the operation effectively.
Train the employees to accept change.
Introduction of internet business.
Releasing Capital by reduction in investment in inventory for improving the
profitability of operating capital.
A financial manager spends a large part of his time in managing working
capital.
There are two important elements of working capital management.
Decision on the amount of current assets to be held by a firm for efficient
operations of its business.
Decision on financing working capital requirement. Inadequacy or
mismanagement of WORKING CAPITAL is the leading cause of many business
failures. Working capital is that portion of asset of a business which are used
in current operations. They are used in the operating cycle of the firm. It is
defined as the excess of Current Assets over Current Liabilities and
provisions.
Objective of Working Capital Management:The basic objective of financial management is maximizing the Net wealth of
shareholders. A firm must earn sufficient return from its operations to ensure
42 | P a g e

the realization of this objective. There exists a positive correlation between

sales and firms return on its investment. The amount of earnings that a
firms earns depends upon the volume of sales achieved. There is the need
to ensure adequate investment in current assets, keeping pace with
accelerating sales volume. Firms makes sales on credit. There is always a
time gap between sale of goods on credit and the realization of proceeds of
sales from the firms customers. Finance manager of a firm is required to
finance the operation during the time gap. Therefore, objective of Working
Capital Management is to ensure smooth functioning of the normal business
operations of a firm. The firm has to decide on the amount of Working Capital
to be employed.
The firm may have a conservative policy of holding large quantum of current
assets to ensure large market share and to prevent the competitors from
snatching any markets for their products. But such a policy will affect the
firms return on its investment. The firm will have higher than the required
amount of investment on current assets. This excess funds locked in current
assets will reduce the firms profitability on operating capital.
NEED FOR WORKING CAPITAL:
The need for working capital arises on account of two reasons: To finance operations during the time gap between sale of goods on credit
and
realization of money from customer of the firm.
To finance investments in current assets for achieving the growth targets
in sales.
Therefore finance the operations in operating cycle of a firm working capital
is required.

COMPONENTS OF WORKING MANAGEMENT

There are two main components are given below:
1. Current Assets and
2. Current Liabilities.
Current Assets are:
Inventories
Sundry Debtors
Bills Receivables
Cash and Bank Balances
Short term investment
Advances such as advances for purchase of raw materials, components
and consumable stores, prepaid expenses etc.
Current Liabilities are:
Sundry Creditors
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 Bills Payable
Creditors for outstanding expenses
Provision for tax
Other provisions against the liabilities payable within a period of 12
months.
CALCULATION OF NET WORKING CAPITAL OF AMUL:PARTICULARS
2012-13
2013-14
(A) Total Current Assets
19774.20
28995.89
Less: Total Current Liabilities
Deposits
380.71
168.24
Due to Societies
6264.11
7223.31
Outstanding against Expenses
1076.90
1423.59
Outstanding against purchase
3373.85
4298.31
Sundry Creditors
337.14
459.06
Total (B)
11432.71
13572.51
Net Working Capital (A-B)
8441.49
15423.38

2014-15
28674.39
232.99
12017.60
1828.48
3058.15
336.56
17473.79
11200.60

Source: Balance sheets of last 3 years)

Efficient Working Capital Management requires that the firms should operate
with the amount of Net Working Capital. The data of last three years shows
the margins by which Current assets over the short term obligations and
such margins were more in 2012-13 as compared to past years. The portion
of current which can be financed through long-term
assets has decreased in 20013-14 as the portion of current liabilities has
proportionately
increased and hence the Net Working Capital is low in 2014-15.

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SWOT ANALYSIS
Strengths
The company is having Indian origin thus creating feeling of oneness in the mind
of the customers.
It manufactures only milk and milk products, which is purely vegetarian thus
providing quality confidence in the minds of the customers
It is aiming at rural segment, which covers a large area of loyal customers, which
other companies had failed to do.
People are quite confident for the quality products provided by Amul.
Amul has its base in India with its butter and so can easily promote chocolates
without fearing of loses.

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Weaknesses
There are various big players in the chocolate market, which acts as major
competitors restricting their growth.
Lack of capital invested as compared to other companies.
Improper distribution channel in India.

Opportunities
There is a lot of potential for growth and development as huge population stay in
rural market where other companies are not targeting.
The chocolate market is at growth stage with very less competition so by
introducing new brand and intensive advertising there can be a very good scope in
future.

Threats
The major threat is from other companies who hold the majority share of
consumers in Indian market i.e. Cadburys and Nestle.

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There exists no brand loyalty in the chocolate market and consumers frequently
shift their brands.
New companies entering in Indian market like Fantasie fine poses lot problems for
Amul.

PART B
ENTREPRENEUR INTRODUCTION

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INTRODUCTION
1.1 MEANING OF ENTREPRENEURSHIP

The definition of entrepreneurship has been debated among scholars,

educators, researchers, and policy makers since the concept was first
established in the early 1700s. The term entrepreneurship comes from the
French verb entreprendre and the German word unternehmen, both
mean to undertake.
Bygrave and Hofer in1891 defined the entrepreneurial process as involving
all the functions, activities, and actions associated with perceiving of
opportunities and creation of organizations to pursue them. Joseph
Schumpeter introduced the modern definition of entrepreneurship in 1934.
According to Schumpeter, the carrying out of new combinations we call
enterprise, and the individuals whose function it is to carry them out we
call entrepreneurs. Schumpeter tied entrepreneurship to the creation of
five basic new combinations namely: introduction of a new product,
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introduction of a new method of production, opening of a new market, the

conquest of a new source of supply and carrying out of a new organization of
industry.
Peter Drucker proposed that entrepreneurship is a practice. What this
means is that entrepreneurship is not a state of being nor is it characterized
by making planes that are not acted upon. Entrepreneurship begins with
action, creation of new organization. This organization may or may not
become self-sustaining and in fact, may never earn significant revenues. But,
when individuals create a new organization, they have entered the
entrepreneurship paradigm.
Entrepreneur is a borrowed word from the French language that refers to a
person who undertakes and operates a new venture, and assumes some

accountability for the inherent risks. Being in business or being an

entrepreneur is about taking risks and confronting challenges.
Entrepreneurs build companies that are specifically crafted to exploit a
particular opportunity. This gives them an advantage over older
companies that were designed in response to challenges of the past
and must change to adapt to todays requirements. Entrepreneurs can
build new companies. They can also rejuvenate existing companies via
buyouts and turnarounds. They can also build new companies inside
existing companies, which can be called corporate entrepreneurship.
1.2 IMPORTANCE OF ENTREPRENEURSHIP
An organization comes into existence only because of the efforts put in
by an individual, who would be prepared to assume responsibility of
leading the enterprise with him. For that, the individual must have
special quality that is known as entrepreneurship.
Entrepreneurship as an economic activity emerges and functions in
sociological and cultural environment. It could be conceived as an
individuals free choice activity or a social groups occupation or
profession.
The basic concept of entrepreneurship entails an effective and
deliberate inner urge to take risk in terms of uncertainties and an
intuition. In short, an entrepreneur shows sagacity to jump into
untested waters and face the consequences, with a strong self
conviction that he will successfully encounter the sharks and befriend
the dolphins.
The common definition for an entrepreneur is a person, who organizes,
manages, and takes the risk of running a business or enterprise. The
entrepreneurs perform vital function in economic development of a
nation. They have been referred to as the human agents needed to
mobilize capital, to exploit natural resources, to often develop
innovative products or concepts, to create markets and to carry on
49 | P a g e

business. It may be construed that the entrepreneurial contribution

spells the difference between prosperity and poverty among nations.
The importance of entrepreneurs to progress cannot be more
succinctly expressed than the statement no entrepreneur, no
development. The inactivity or scarcity of entrepreneurs has for
sometimes been the factor seen by many Asian countries as a major
hindrance to economic development. The availability of abundant
natural resources, skilled and unskilled labor, and capital has not
proven itself sufficient enough to result in a surge of entrepreneurial
zeal among the people.
One of the important inputs in any economic development of a country
is entrepreneurship. More the entrepreneurship activities, better the
development.
Entrepreneurship is the life blood of any economy and it applies more
to a developing economy like India. The areas of development are: Taking to higher rate of economic growth by creation of value.
Speed up the process of industrial use of the factors of
production.
Creation of employment opportunities.
Dispersal of economic activities to different sectors of economy
and
Identifying new avenues of growth.
Development of backward and tribal areas.
Better social changes.
Improvement of the standard of living of different weaker
sections in the society.
Bring socio - political change in the society.
Develop technological know-how.
Improve culture of business and expand commercial activities.
Act as a change agent to meet the requirements of the changing
markets and customer preferences.
Develop a culture of achievement orientation.
1.3 ENTREPRENEURIAL SCENARIO IN INDIA
During post independence era, entrepreneurship has begun to grow
faster.
The Government of India has spelt through industrial policy statements
steps for rapid and balanced industrialization of the country. The
government recognizes the vital role of the private sector in

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accelerating industrial development especially after the economic

liberalization in 1991.
The government pursues the following objectives:
To maintain a proper distribution of economic power between
public and private sectors.
To disseminate the entrepreneurial acumen concentrated in a few
dominant
Communities to a large number of industrially potential people of
varied social strata.
To encourage the spirit of industrialization by spreading
entrepreneurship from the existing centers to other cities, towns
and villages.
To achieve the above objectives the government has decided to
encourage
The development of small scale units. It provides various
incentives and
Concessions to SSI in the form of capital, technical knowhow,
markets and land to establish industrial units particularly in the
backward areas of the country.
1.4 GROWTH OF ENTREPRENEURS
The business history of India comes out with names of successful
entrepreneurs such as Tata, Birla, Amul, Dalmia, Kirloskar and others
who started their enterprises in a small way and made a good fortune.
Post liberalization we have witnessed the latest generation of
entrepreneurs such as Ambani, Ruia, Azim Premji, Murthy, Siva Nadar
etc. Scanning their personal characteristics show certain prominent
traits
1.7 RELEVANCE OF STUDY
The study of entrepreneurship has relevance today, not only because it
helps entrepreneurs better fulfill their personal needs but because of
the economic contribution of the new ventures. More than increasing
national income by creating new jobs, entrepreneurship acts as a
positive force in economic growth by serving as the bridge between
innovation and market place.
Although government gives great support to basic and applied
research, it has to have great success in translating the technological
innovations to products or services. Although entrepreneurship offers a
promise of marriage of those research capabilities and business skills
that one expects from a large corporation, the results have not been
spectacular. This leaves the entrepreneur, who frequently lacks both
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technical and business skills, to serve as the major link in the process
of innovation, development, and economic growth and revitalization.
The study of entrepreneurship and education of potential
entrepreneurs are essential parts of any attempt to strengthen this link
so essential to a countrys economic well-being.

SUCCESSFUL INDIAN ENTREPRENEUR AMUL

(CASE STUDY)

A company that was founded by a few farmers, with a mission to

stop the exploitation by middlemen and gradually became the
biggest brand in the nation. A brand that not only changed the
lives of many poor farmers but also took our nation to new
heights. Lets analyse the story of a brand that grew from being
an infinitesimal firm to a huge brand AMUL The Taste of India.
It all started 65 years ago when poor farmers who worked hard,
day in and day out were exploited by the local traders and were
given cipher incentives. Angered by unfair and manipulative
practices followed by local traders, the farmers under the
leadership of Tribhuvandas Patel approached Sardar Vallabhai
Patel to resolve their grievances.
Empathising with the farmers, Patel Ji advised them to be selfsustained entrepreneurs and work for themselves rather than
being slaves. The farmers took the advice seriously and formed
their own cooperative societies. What started with only a few
farmers producing 247 litres of milk grew into a fully fledged
organisation with more than 3.6 million milk producers producing
around 14.85 million litres per day (Data till 2015).
Few Facts About Anand Milk Union Limited i.e. AMUL Amul was founded in 1946 in Anand, Gujarat with a mission
to stop the exploitation by middlemen.
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 Amul is managed by Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF), which is jointly owned by more
than 3.6 million milk producers of Gujarat.
Amul spurred the White Revolution in India, which placed
India at the top of milk producing nations.
Amul corporative was created by Dr Verghese Kurien also
known as the Father of White Revolution in India.
More than 15 million milk producers pour milk in 144500
dairy cooperative societies across the country.
Brand Amul is present in over 50 countries, and in India
alone it has more than 7200 exclusive parlours.
In 1999, Amul was awarded the Best of All Rajiv Gandhi
National Quality Award for maintaining the utmost level of
quality in its plants.
Amul has been awarded the Guinness World Record for the
longest running advertisement campaign.
Key Success factorsAmul Girl (Amul Advertising Campaign)
Amul girl is the advertising mascot used by Amul to promote its
brand. The brand has been cleverly using Amul girl, in its longest
running ad campaign, to instil an element of humour into its print
ads. The content is liked by people on social media and results in
better customer engagement. This increases the brand recall
value for Amul. Hence, Amul girl advertising is often described as
one of the best Indian Advertising concepts.
Innovation

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Amul has constantly been innovating be it launching new

products, creative marketing campaigns or challenging the
traditional societal trends to come up with better ones.
In 1960s, Amul became the first brand in the world, to make skim
milk powder from buffalo milk. Also with its three-tiered
cooperative structure, Amul changed the traditional way of
operations to a better cost efficient and effective way which was
replicated all over the country.
For its continuous innovation, the brand won the CNN-IBN
Innovating for Better Tomorrow Award and World Dairy
Innovation awards in the year 2014.
Strong Brand
Amul follows the Branded House Architecture i.e. whatever they
promote; they promote it under one common brand name
Amul. The prime focus is on promoting the parent brand rather
than individual products which help them gain more brand
visibility and results in lesser marketing and advertising costs.
Efficient Supply chain
Amul follows a three- tier cooperative structure which consists of
a dairy cooperative society at the village level that is affiliated
with a milk unions at the district level which in turn is federated to
a milk federation at the state level. Milk is collected at the village
dairy society, procured and processed at the District Milk Union
and marketed at the state milk federation.
The greatness of this model lies in the fact that Amul was the first
company to follow this model, and it was replicated all over the
country under the Operation Flood in 1970. The model ensures
the efficiency and swiftness of the operations.

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The Amul model has helped India to emerge as the largest milk
producer in the world.
Diverse Portfolio Of Products
With its diversified product portfolio, Amul has been able to cater
to the needs of all the segments. From kids to teenagers, men to
women, calorie conscious to health conscious, the company has
ensured that it launches products for every segment. Providing
the value and benefits to its target segment, Amul has been able
to build a strong brand association with its customers over the
years.

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Conclusion
This Polish proverb that rightly says, If the farmer is poor then so
is the whole country. It was Sardar Vallabhai Patel, Tribhuvandas
Patel and Dr Verghese Kurien who mustve understood what this
quote meant and took certain measures to stop the exploitation
of the farmers.
It was their sheer determination, and hard work that ensured a
self-sustained state for the farmers and India became the number
one milk producing nation in the world.
Today, the brand has enabled farmers to be entrepreneurs and
earn their own living. The whole process being transparent has
ensured there is no exploitation of the underprivileged. It has
changed the whole traditional scenario and caused a disruption in
milk procurement process.
The Amul brand has proved that it is not just a product but a movement that
represents the economic freedom of farmers. The brand has given farmers the
courage to dream, to hope, to live.
Amul in its all sense has proved that it is Amulya i.e. Priceless for our nation and
we must preserve it.

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BIBLIOGRAPHY
Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall
Of India Private Limited, New Delhi.

Periodical:

Business World

Research Methodology:

C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna

Websites:
i.

www.google.co.in

ii.

www.wikipedia.com

iii.

www.amul.com.

iv.

www.marketresearch.com

v.

www.dairy.com

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