NAME:REKHA KRIPLANI 310 SIDDHARTH RAGHUVANSHI 311 SUBJECT:COPY WRITING TOPIC:AMUL GUIDED BY:PATHAK SIR

Amul formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India.

Amul is based in Anand ,gujarat and has been an example of a co-operative organizations success in long term. "Anyone who has seen the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1700 million (200910). Currently Unions making up GCMMF have 2.9 million producer members with milk collection average of 9.10 million litres per day. Amul has entered overseas markets such as UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries.

The india District Co-operative Milk Producers' Union was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat. Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. India ranked nowhere amongst milk producing countries in the world because of its limitations in 1946 British Raj.

Long term, sustainable growth to its member farmers. Value proposition to a large customer base by providing milk other dairy products a low price. The tern over if GCMMF(AMUL) during 20082009 was Rs 67.11 billion. The products, produced by the district milk unions in 30 dairy plants.

AGE- NO AGE LIMIT milk, butter, ghee, cheese, Masti, Dahi, chocolate, ice cream,cream, shrikhand, paneergulab jamuns. this is for every one.

Produce an appropriate blend 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 agroeconomic systems

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1950 1996 1997

(Projected) 2020-240 million tones expected to reach 220 to 250 million tones-2020. India contributes to world milk production use from 12-15% & it will increase upto 30-35%(year 2020).

Analusis of factors to buy Amul milk and milk products. FACTORS NO. OF RESPONDENTS % QUALITY 38 38 BRAND IMAGE 28 28 PRICE 20 20 EASY AVAILIBILITY 14 14 OTHERS NIL NIL

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