NAME :

Kaira District Co-Operative Milk Producers’

Union Limited, Anand
Known as AMUL (Anand Milk Union Limited)

FORM :

Co-Operative sector registered under the

Co-Operative society Act.
 
 LOCATION :

Amul Dairy,
Amul Dairy Road,
Anand (GUJARAT),
India.

REGISTRATION :
 
14th December 1946
 
Founder of Anand Milk
Union Limited
 CHAIRMAN :
 
Shri Ramsingh P. Parmar

VICE CHAIRMAN :
 
Shri Gordhanbhai A. Patel
SIZE :

Production of different products are on large

scale besides the whole organization is also
very large, collecting lacks liters milk every
day and producing milk products.
Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

 AMUL MOTTO:

The main motto behind the Amul movement is

to help farmers of Kaira District. The Amul
system works with the objectives of paying
highest possible price to the milk suppliers
and lowest possible price to the consumers.
These farmers supply raw milk for which they
are paid cash on a dairy basis of the milk they
bring to the milk collection centers. Milk
fetches them money to suffice their dairy
necessities. Amul union is one of the pioneers
which started using their profit from the milk
suppliers welfare.
MISSION 2020:
Six decades ago, Sardar Patel had envisioned
that dairy cooperative movement could
liberate our farmers from economic
oppression and lead them to prosperity. His
dream was carried forward by far-sighted and
visionary leaders like Shri Tribhuvandas Patel
and Shri Motibhai Chaudhary, who selflessly
dedicated their entire lives to
this noble cause. Through his professional
acumen and
meticulous planning, as well as leadership
skills; Dr. Verghese Kurien successfully
translated this dream into reality. In early
1950’s, when our cooperative movement was
still in its infancy, Dr. Kurien created the
grand design for an apex marketing
federation for dairy cooperatives of Gujarat.
After 20 years of persistent efforts, this
organization took concrete shape in 1973 and
has today transformed into a US$ 1.4 billion
dairy giant.
In view of growth in business volumes and
related complexities, it is pertinent that we
have a clear vision for the next 10 years. This
will enable all relevant stakeholders to align
themselves to a common growth platform. In
line with objective, we have prepared a
comprehensive roadmap to guide dairy
cooperatives of Gujarat to a glorious future,
in the year 2020. This plan, appropriately
titled “Mission 2020”, envisages that the
dairy cooperatives of Gujarat will have a
group turnover of Rs. 27000 crores by the
year 2020. This will be a three-fold increase
over our current group turnover of approx.
Rs. 9600 crores.
In view of the high demand and procurement
projections, we plan to double to processing
capacity of our dairy plants to 20.7 million kg
per day, by 2020. I am glad to inform you that
the plan 2020 has been shared with all the
member unions. It has also been discussed in
the respective boards and necessary
resolutions for investments have also been
taken. This detailed plan will serve as our
comprehensive roadmap for the next ten
years and will ensure a glorious future for our
dairy cooperatives.
 OUR FINDINGS
• 10% people have not tasted Amul
Chocolate.
• Lake of Awareness in consumers.
• Main product of Amul is milk so it
concentrates less on chocolates.
• Lack of Advertisement.
• Amul is not using any brand ambassador.
• Lack of Sales Promotional Activities.
 LIMITATIONS
• Limited time available for interviewing the
respondents.
• Children and teenagers give answers under
the influence of their parents or elders
• In summers people are less interested in
filling up questionnaire.
• language problem
• Non-cooperative approach and rude
behavior of the respondents.
• If the respondents answer does not fall
between amongst the options given then it
will turn up to be a biased answer.
 SUGGESTIONS

• Company should use brand ambassador .

• Amul should give local advertisements.
• Amul should take proper action in order to
improve service.
• Try to change perception of people.
• New attractive packing for chocolate.
• Introduction of sales promotion schemes
like free weight, tattoo, contest, free gifts
etc.
Thank
You !!!