amul industrial visit

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  • 8/13/2019 amul industrial visit





    Project on:

    Amul industry,

    Anand, Gujarat.

    Guided by: Miss rupalgujarathi

    Name kanikalal

    Class: BMS II

    Roll no: 02

  • 8/13/2019 amul industrial visit




    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





    Story of amul


    Company profile

    Management functions


    HR of amul


    Conclusion and bibliography

  • 8/13/2019 amul industrial visit




    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




    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.

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    (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


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    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

    Amul India Financial Details :

    No of Employees2501 -5000

    Turnover in Crs5000+ Crs

    Sector- Private Sector
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    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


    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.

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    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 .

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    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


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    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+
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    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
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    Amul Ice Creams

    Amul Shrikhand

    Amul Mithaee Gulab Jamuns

    Amul Chocolates

    Amul Basundi

    Amul Flaavyo Yoghurt
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    1.Recruitment and selection:

    There are two types of Recruitment sources followed by Amul:


    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


    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

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    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


    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


    7.Industrial relation.

    8.Factory act.9.Industrial dispute act.

    10. Human resource information system (HRIS).

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    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.

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    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.

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    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


    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




    Amul - Wikipedia, the free encyclopedia

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