INTRODUCTION

Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Type Cooperative Industry Dairy/FMCG Founded 1946 Headquarters Anand,gujarat, India Key people Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Products Amul bread spread,amul paneer,amul fresh cream amulya,amul icecream,amul cheese,etc Revenue US$3.4 billion (2014–15) Number of employees 750 employees of Marketing Arm. However, real pool consist of 3.6 million milk producer members.

Amul the co-operative registered on 1 December 1946 as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in the small city distances to deliver milk. The prices of milk were eventually determined. Moreover, the government had given monopoly rights to Polson to collect milk from mikka and supply it to Bombay city.

Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul. The cooperative was further developed and managed by Dr.Verghese Kurien with H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the world) and a little later, with Kurien's help, making it on a commercial scale, led to the first modern dairy of the cooperative at Anand, which would compete against established players in the market.

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.] The word amul (अमूल) is derived from the Sanskrit word amulya (अमूल्य), meaning rare, valuable . The co-operative was initially referred to as Anand Milk Federation Union Limited hence the name AMUL. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India.

The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up.

About GCMMF The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of Amul and Sagar. Daily milk is approx 14.85 million lit per day from neighbouring villages.

The three-tier `Amul Model` The Amul Model is a three-tier cooperative structure. This structure consists of a dairy cooperative society at the village level affiliated to a milk union at the district level which in turn is federated into a milk federation at the state level. Milk collection is done at the village dairy society, milk procurement and processing at the District Milk Union and milk products marketing at the state milk federation

The structure was evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood programme. It is known as the 'Amul Model' or 'Anand Pattern' of dairy cooperatives.

PRODUCTS Amul's product range includes: milk powders, milk, butter, ghee,cheese, Masti Dahi, Yoghurt, Buttermilk, chocolate, ice cream, fresh cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Amul Pro brand and others. Amul PRO is a recently launched brown beverage just like bournvita and horlicks offering whey protein, DHA and essential nutrients. In January 2006, Amul launched India's first sports drink, Stamina, which competes with Coca Cola's Powerade and PepsiCo's Gatorade.

Amul offers mithaimate which competes with Milkmaid by Nestle by offering more fat at lower price. In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk products segment. Other Amul brands are Amul Kool, a low-calorie thirst quenching drink; Masti Butter Milk; and Kool Cafe, ready to drink coffee.

REASONS FOR ITS SUCCESS  Verghese Kurien , called the Milkman of India, though his vision was a simple one of offering thousands of small dairy farmers centralised marketing and quality control facilities, the missing links in the dairy economy at the time. Thus, in 1973 the Gujarat Cooperative Milk Marketing Federation was established to market milk and milk products manufactured by six district cooperative unions of Gujarat. As R S Sodhi, GCMMF’s managing director today, says, competition in the dairy sector 40 years ago was very different. “In the sixties and seventies, India was a milk-deficit country, not at all self-sufficient.

"Milk powder was imported "Milk powder was imported. From a per capita milk consumption of less than 110 grams per person to around 300 grams per person is a long way, and largely possible due to the cooperative movement.” When experts asked Kurien to choose brandnames that would sound foreign, he wisely insisted on an Indian name. Thus, Amul (then short for Anand Milk Union Ltd) was born. Amul was not just a milk and butter brand, it became an umbrella for all the products that GCMMF marketed.

Exporting dairy products to Europe and US is not an easy deal even for high tech and wealthy corporate as these countries would expect very highest standards as far as milk products are concerned. But, for 65 year old Amul Dairy, which is run by Co-operative Milk Producers' Unions situated in 13 districts of Gujarat, Export to US and Europe is a cake walk. The products of Amul in these Countries have an extreme demand as amul is loved by not only Indians settled there but also by natives.

Under the guidance of Mr Under the guidance of Mr.Vargeese Kurian the very first cooperative society union was started in Anand in the year 1946 for collection of milk from farmers and selling the same in the nearby cities in the name of "Amul". This society could collect and sell 250 litres of Milk every day from the farmers initially. With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned.  From that point it never looked back. It is the largest producer of Milk and milk products in India and the second largest in the world.

The following is astronomical business statistics Amul: Members: 13 District Cooperative Milk Producers' Unions No. of Producer Members: 3.03 million No. of Village Societies: 15,712

Total Milk handling capacity: 13.67 million litres per day Milk collection (Total – 2010-11): 3.45 billion litres Milk collection (Daily Average 2010-11): 9.2 million litres Milk Drying Capacity: 647 Mts. per day Cattlefeed manufacturing Capacity: 3690  Mts per day Sales Turnover (2010-11) Rs. 9774 Crores (US $ 2.2 billion)  

Above all this, it never showed any signs of a typical cooperative society when it comes to propagating its brand. The Ads of Amul are obviously very famous. It really came out of shackles of typically boring advertising strategies of Government sponsored brand. The following ads would show that it has even not bothered to make fun of Govt, leaders, and famous icons to attract people towards its brand.

MY REFLECTIONS It was a wonderful experience in working out with this project. I really got to know a lot more new things about the brand; and also its strategies as through which I got to know more about how it actually succeeded and how much efforts were put in to make it successful. i got to know about the different products from the else which I knew.

Done by : Krushali Thaker