HARSHAL PEDAMKAR 4133

The Co-operative movement started in India in the last decade of the 19th Century Maximum people live in villages Rearing of cattle animal is also an additional source of income of the villagers India produces only five percent of the total quantity of milk There came a need to develop dairy co-operatives

A dairy

cooperative is a business, which is owned and controlled by the dairy farmers who produce the milk used by the cooperative.

It was in 1904 when the seed of cooperation was sown in India with the passage of first Cooperative Act. Since then, the cooperative movement has made rapid strides in all fields of socio-economic activities. In the fields of agriculture credit, fertilizer disbursement, sugar production, handloom, etc, the cooperatives have created a strong niche. However, the contribution of cooperatives to Indias dairy industry is enormous. The cooperatives have ushered in milk revolution in the country.
India is the leading producer of milk in the world. The daily per capita milk consumption has increased tremendously.

These co-operatives are not controlled by the government. The germs of milk revolution were laid down way back in 1946 Soon it had its first dairy plant under the brand name of AMUL The Operation Flood Program has had a tremendous impact. contributed to the socio-economic development of rural milk producers. It has made the poor less poor. The biggest strength of dairy cooperatives is their labour intensiveness

Dairy Federation

District Union Village Dairy Co-operatives Societies

 To To To

encourage co-operation
arrange sale of milk

arrange for sale of good variety of cattle feed

help farmers financially help in marketing and branding

To To

Performance of supply of inputs through the network of dairy co-operatives is not satisfactory Technology not satisfactory Lack of proper organisation No proper management Farmers were give low priority No proper wages No proper trainings No proper competition

Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd. The management is done by the Gujarat Co- operative Milk Marketing Federation Ltd (GCMMF).
It is located in the town Anand which is in the state of Gujarat and it has set up itself as a model for development in the rural areas. Amul started the Revolution White of India which has helped to make the country the biggest manufacturer of milk and its by products in the whole world.

50 years after it was first launched The total capacity for handling milk is around 10.16 million litres everyday. It is the largest organisation Its a body created by farmers,

3-TIERS OF OPERATION

CATEGORY
Butter Milk Powder Cheese Ice cream Sweets

MARKET SHARE
85% 40% 50% 24.75% 50%

MARKET POSITION
1 1 1 2 1

Chocolate Drinks
Chocolate

90%
10%

1
3

COMPETITORS MILK AND CURD BUTTER , CHEESE, OTHER MILK PRODUCTS

PRODUCTS MOTHER DAIRY, OTHER LOCAL COMPANIES BRITANNIA

ICE-CREAM
CHOCHOLATE OTHER CO-OPERATIVE SOCIETIES

KWALITY, VADILAL,LOCAL COMPANIES

CADBURY, NESTLE MAHANANDA,VIJAYA,MILM A

Sales Turnover
2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Rs (million)
23365 27457 28941 29225 37736 42778 52554 67113 75165

US $ (in million)
500 575 616 672 850 1050 1325 1504 1608

 Amul

Relief Trust:Donation of Rs.50 million for the reconstruction of damaged school buildings in Kutch, Gujarat.
Yatra :The distributors and salesmen were taken on a visit to Anand.

Amul

AMUL, Asias largest milk brand, has leveraged a strong customer franchise by introducing an array of noncarbonated milk-based products and thus, remained contemporary and relevant to the emerging market segments . Amuls growth rate in international market is 34%. Amul goes global- Apart from its products in India, Amul is also becoming succesful in abroad as well.