8/13/2019 amul industrial visit

1/18

1

SMRK. BK. AK MAHILA MAHAYIDYALA,

NASHIK.

Project on:

Amul industry,

Anand, Gujarat.

Guided by: Miss rupalgujarathi

Name kanikalal

Class: BMS II

Roll no: 02

8/13/2019 amul industrial visit

2/18

2

Acknowledgement

I would like to express my gratitude towards the principle of our

college, SMRK. BK.AK. Mahila Mahavidyalaya, Dr. Mrs. D.P.

Deshpande and our vice principle mams Rane mam and deshmukh

mam for giving us an opportunity to visit such industry.

I would like to thanks Mrs. Kadam and Miss vaisampayan mams for

conducting this industrial visit and miss gujrathi mam for helping and

guiding in the project.

And i also would like to thank my parents and classmates for helping

in making the project.

8/13/2019 amul industrial visit

3/18

3

INDEX

Introduction

Story of amul

GCMMF

Company profile

Management functions

Products

HR of amul

Marketing

Conclusion and bibliography

8/13/2019 amul industrial visit

4/18

4

INTRODUCTION

Amul (Anand Milk Union Limited), formed in 1946, is a dairy

cooperative movement in India. It is managed by Gujarat Co-

operative Milk Marketing Federation Ltd. (GCMMF). AMUL is

based in Anand, Gujarat and has been a sterling example of a co-

operative organization's success in the long term. The Amul Pattern

has established itself as a uniquely appropriate model for rural

development. Amul has spurred the White Revolution of India. It is

also the world's biggest vegetarian cheese brand.

Amul is an Indian dairy cooperative, based at Anand in the state of

Gujarat, India. The word Amul() is derived from the Sanskrit

word Amulya(), meaning invaluable. The co-operative is also

sometimes referred to by the unofficial backronym: Anand Milk

Union Limited.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 3.03

million milk producers in Gujarat. Amul spurred India's WhiteRevolution, 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 and has also ventured into markets overseas.Dr

VergheseKurien, founder-chairman of the GCMMF for more than 30

years (1973-2006), is credited with the success of Amul.

8/13/2019 amul industrial visit

5/18

5

THE STORY OF AMUL

The story of AMUL inspired Operation Flood ' and heralded the'White Revolution ' in India. It began with two village cooperatives

and 250 liters of milk per day, nothing but a trickle compared to the

flood it has become today. Today Amul collects processes and

distributes over a million liters of milk and milk products per day,

during the peak, on behalf of more than a thousand village

cooperatives owned by half a million farmer members. Amul has

become a symbol of the aspirations of millions of farmers; creating a

pattern of liberation and self-reliance for every farmer to follow.

The AMULrevolutionstarted as awareness among the farmers grew

and matured into a protest movement. Over four decades ago, the life

of a farmer in Kaira District was very much like that of his

counterpart anywhere else in India. His income was derived almost

entirely from seasonal crops. The income from milch buffaloes was

undependable. Private traders and middlemen controlled the

marketing and distribution system for the milk. As milk is perishable,farmers were compelled to sell it for whatever they were offered.

Often, they had to sell cream and ghee at throw away prices. In this

situation, the one who gained was the private trader. Gradually, the

realization dawned on the farmers that the exploitation by the

trader could be checked only if marketed their milk themselves.

In order to do that they needed to form some sort of an organization.This realization is what led to the establishment of the Kaira District

Cooperative Milk Producers' Union Limited (popularly known as

Amul) which was formally registered on December 14, 1946.

Currently AMUL has 2.28 million producer members with milk

collection average of 5.08 million liters/day. Today AMUL is a

symbol of many things. (High-quality products sold at reasonable

prices, genesis of a vast co-operative network and a proven model for

dairy development). The Kaira Union began pasteurizing milk for theBombay Milk Scheme in June 1948.

8/13/2019 amul industrial visit

6/18

6

GCMMF

(Gujarat Cooperative Milk Marketing Federation)

GCMMF is India's largest food products marketing organization. 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 interestof consumers by providing quality products which are good value for

money. CRISIL, India's leading Ratings, Research, Risk and Policy

Advisory company, has assigned its highest ratings of

"AAA/Stable/P1+" to the various bank facilities of GCMMF.

GCMMF is a unique organization. It's a body created by Farmers,managed by competent professionals serving a very competitive and

challenging consumer market. It is a true testimony of synergistic

national development through the practice of modern management

methods.

8/13/2019 amul industrial visit

7/18

7

COMPANY PROFILE

Amul India is a Private Sector Company that offers services inFMCG with Annual Total Turnover of 5000+ Crs and with

Employee Strength of 2501 -5000.

The Amul India Company profile, Contact numbers, Contact

Address, and services offered are furnished below.

Amul India Head Office Address :

Gujarat Cooperative Milk Marketing Federation

PO Box 10

Amul Dairy Road

Anand : 388001

Gujarat ,India .

Amul India Phone Number : (2692) 258506 258507

Amul India Website :www.amul.com

Amul India Financial Details :

No of Employees2501 -5000

Turnover in Crs5000+ Crs

Sector- Private Sector

http://www.amul.com/http://www.amul.com/http://www.amul.com/http://www.amul.com/

8/13/2019 amul industrial visit

8/18

8

MANAGEMENT FUNCTIONS OF AMUL

PLANNING : AMUL has been able to: Produce an appropriateblend of the policy makers farmers board of management and

the professionals: each group appreciating its roles and

limitations. Bring at the command of the rural milk producers

the best of the technology and harness its fruit for betterment.

Provide a support system to the milk producers without

disturbing their agro-economic systems.

Milk is very perishable product so it has to be consumed within24 hours. In order to avoid wastage AMUL converts the milk

into SNF and milk solids by evaporating the water, which

comprises up to 60-70% of milk contents. This is possible only

if the distribution channel right from the producer to theconsumer is well organized. Last year, they are divided the retail

market into 14 specific segments to achieve further distribution

efficiency. This year AMUL is focusing on inducting

distributers having expertise in servicing such specific market

segments.

Plough back the profits, by prudent use of men, material andmachines, in the rural sector for the common good and

betterment of the member producers. Even though, growing

with time and on scale, it has remained with the smallest

producer members. In that sense, AMUL is an example par

excellence, of an intervention for rural change.

8/13/2019 amul industrial visit

9/18

9

ORGANISING: AMUL is leaded by the director under him fivebranches viz. Factory, Marketing, Accounts, Purchase, Human

Resources Department. Factory department has a separate

general manager under him three are six branches viz.

Production, Stores, Distribution, Cold Storage, Quality, and

Deep-freezing. This department takes care of the factory work.

Marketing department has regional senior marketing managerand under him there is regional manager. This department takes

care of the marketing aspects of AMUL. Account department

takes care regarding accounts i.e , day-to-day work. Under the

accountant there is one clerk. Purchase department takes care

regarding the purchase of raw materials and many other things.

STAFFING: Staffing is a process which includes recruitment,selection, training, placement, appraisal, promotion, and career

planning. In larger organizations, a separate department called

Personnel Department looks after these functions and this is

headed by a qualified professional manager called Personnel

Manager .

8/13/2019 amul industrial visit

10/18

10

PRODUCTS

1)Bread spreads:

Amul butter Amul lite

Delicious table margarine

2)Milk drinks:

Amul kool Kook koko

Nutramul energy drink

Amul kool bottled milk

Amul lassi

Amul; buttermilk

Thandai

8/13/2019 amul industrial visit

11/18

11

PRODUCTS

3) Powdered milk

Amul spray infant milk food

Amul instant full cream milk powder

Sagar skimmed milk powder

Sagar milk whitener

Amulya dairy whitener

4)fresh milk:

Amul Fresh Milk

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

Amul Fresh Cream

Amul Calci+

http://toi.amul.com/fresh-cream.htmlhttp://toi.amul.com/fresh-cream.html

8/13/2019 amul industrial visit

12/18

12

PRODUCTS

5)cheese:

Amul Pasteurised Processed Cheese

Amul Cheese Spreads

Amul Emmental Cheese

Amul Pizza Mozzarella Cheese

Gouda Cheese

6)cooking items:

Amul / Sagar Pure Ghee

Cooking Butter

Amul Malai Paneer

Utterly Delicious Pizza

Mithai Mate

Pro-biotic Dahi

http://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cooking-butter.htmlhttp://toi.amul.com/cooking-pizza.htmlhttp://toi.amul.com/cooking-pizza.htmlhttp://toi.amul.com/cooking-butter.htmlhttp://toi.amul.com/cheese-mozzarella.html

8/13/2019 amul industrial visit

13/18

13

PRODUCTS

7)deserts:

Amul Ice Creams

Amul Shrikhand

Amul Mithaee Gulab Jamuns

Amul Chocolates

Amul Basundi

Amul Flaavyo Yoghurt

http://toi.amul.com/desserts-shrikhand.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-shrikhand.html

8/13/2019 amul industrial visit

14/18

14

MAJOR FUNCTION OF HUMAN RESOURCE

DEPARTMENT AT AMUL

1.Recruitment and selection:

There are two types of Recruitment sources followed by Amul:

EXTERNAL SOURCES and 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 of

recruitment like Campus Interview, Unsolicited

Application, Application Blank, and Placement Agencies

etc.

2.Training and development:

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:

On the job method,

Off the job method,

In house training,

Out house training.

Identification of need of Training Module Preparation Selection

of Employee for the Training Training Feedback

8/13/2019 amul industrial visit

15/18

15

3. Performance appraisal:The AMUL adopts the following appraisal system Final

confirmation with the recommendation by the divisional heads

comes from the MD on annual basis. His work is evaluated by

Check list Method of Performance Appraisal. These are a

various method used to appraise the performance of an

employee.

4. Salary and wage administration:

common method is followed for the wage and salary administrat

ion according to Muster roll. Timekeeper sends that muster

roll to the account department for attendance of each and every

employee. This will analyze and entered in the computer. After

this salary is calculated for each employee through computer

according to that they prepare salary sleep of employees.

other management function of amul includes:

5.Employee turnover

6.Compensation.

7.Industrial relation.

8.Factory act.9.Industrial dispute act.

10. Human resource information system (HRIS).

8/13/2019 amul industrial visit

16/18

16

MARKETING

Marketing 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.

The prices of products of Amul are also decided by theGCMMF. 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 inclusiveof 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.

Marketing Promotion 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.

8/13/2019 amul industrial visit

17/18

17

Amul has developed federation and Amul parlours located in

several parts of country. Amul have managed to create more

than 2300. Amul have identified certain potential locations such

as Railway, Airports, universities, and shopping malls. TheGCMMF handles the workers relating to Managing of stocks

and distributors to in the country. Thus GCMMF looks offer the

disbursement of products to the various Marketing channels.

. At Amul, since marketing activities are handle by the GCMMF,

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 likechocolates 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.

Customer Based Market Segmentation:Kids Women Calorie Conscious, Health Conscious, Youth

Amul Kool, Chocolate Milk, Nutramul Energy Drink, AmulKool Milk Shake, Amul Calci, Utterly Delicious Pizza, Amul

Emmental Cheese, Amul Cheese Spreads, Amul Lite, Sagar

Skimmed, Milk Powder, Amul Lite, Slim and Trim Milk,

Nutramul Amul Shakti Health Food Drink.

Industry Based Market Segmentation:Milk, Butter/Cheese/Ghee, Ice-cream, Manufacturers

Restaurant/Food Chains, Temples, Bakery & ConfectionariesPizza Retailers, Snacks Retailers, Coffee Shop Chains.

8/13/2019 amul industrial visit

18/18

18

CONCLUSION

From the above analysis of the amul industry it can beconcluded that it is a very vast and old industry while has helped

many farmers across the Gujarat state in establishing permanent

employment.

The production is a huge process at amul industry where in a

number of different techniques are use to produce differenttypes of products

Amul industry is Indias premier milk and milk producing

industry.

BIBLIOGRAPHY

http://toi.amul.com/products.html

http://www.authorstream.com/Presentation/mukesh2000-1530419-

amul/

Amul - Wikipedia, the free encyclopedia

GCMMF :: Amul - The Taste of India | Bread Spread Producers in ...

http://toi.amul.com/products.htmlhttp://toi.amul.com/products.htmlhttp://www.authorstream.com/Presentation/mukesh2000-1530419-amul/http://www.authorstream.com/Presentation/mukesh2000-1530419-amul/http://www.authorstream.com/Presentation/mukesh2000-1530419-amul/http://www.authorstream.com/Presentation/mukesh2000-1530419-amul/http://www.authorstream.com/Presentation/mukesh2000-1530419-amul/http://en.wikipedia.org/wiki/Amulhttp://en.wikipedia.org/wiki/Amulhttp://www.google.co.in/url?sa=t&rct=j&q=amul%20india&source=web&cd=1&cad=rja&ved=0CDEQFjAA&url=http%3A%2F%2Fwww.amul.com%2F&ei=TXcJUcTWKYiyrAe32oCoBA&usg=AFQjCNFKTGAWo8KpVL1vG7449F2Q0n6Liw&bvm=bv.41642243,d.bmkhttp://www.google.co.in/url?sa=t&rct=j&q=amul%20india&source=web&cd=1&cad=rja&ved=0CDEQFjAA&url=http%3A%2F%2Fwww.amul.com%2F&ei=TXcJUcTWKYiyrAe32oCoBA&usg=AFQjCNFKTGAWo8KpVL1vG7449F2Q0n6Liw&bvm=bv.41642243,d.bmkhttp://www.google.co.in/url?sa=t&rct=j&q=amul%20india&source=web&cd=1&cad=rja&ved=0CDEQFjAA&url=http%3A%2F%2Fwww.amul.com%2F&ei=TXcJUcTWKYiyrAe32oCoBA&usg=AFQjCNFKTGAWo8KpVL1vG7449F2Q0n6Liw&bvm=bv.41642243,d.bmkhttp://en.wikipedia.org/wiki/Amulhttp://www.authorstream.com/Presentation/mukesh2000-1530419-amul/http://www.authorstream.com/Presentation/mukesh2000-1530419-amul/http://toi.amul.com/products.html