Abhijit Kale Danish Khidir Kiran Patil

OVER VIEW

Gujarat Co-Operative Milk Marketing Federation Ltd. is an Apex Co-Operative Organization. The Co-Operative movement started with two villages and 247 litres of milk in 1946. It has become a rupees one billion-business now.

PRODUCT LINE
Milk Ghee Flavored Milk( Amul Kool) Ice-creams Butter Buttermilk and Curd Cheese

DISTRIBUTION CHAIN

CO-OPERATIVE SOCIETIES

ANALYZING AMUL
Function:
To provide dairy products to the country at a nominal rate and maintain good quality. To stop exploitation of milk suppliers by middlemen.

Experience:
Offers products which are traditional such as ghee, milk and butter. Also offers latest trends products such as Ice-creams and flavored milks. It brand tag line says, Amul-Taste Of India.

Limits:
Lacks resources to make it even a more greener brand.

MIND MAP

PROBLEM 1: WATER POLLUTION

Dairy Farm
Milk Collection

Processing Unit
To Packaging Unit

Wastage Milk wastes have high biological oxygen demand and thus should be treated very well before letting it into streams and rivers.

SOLUTION: TREATMENT OF WASTE

Proper Treatment of waste by following new techniques developed can reduce water pollution.

Pre-treatment of waste must be done.

Low corrosion cleansing agents should be used.

Discharge of waste should be done in sewers if not properly treated. Seepage or leakage of effluents must be controlled.

PROBLEM 2: SYNTHETICS USED IN MILK

Lot of synthetic materials are added in milk to increase its shelf life and improve its texture. These synthetic products are very harmful to the infants

SOLUTION: AMUL SHUDH

A milk Product specially designed for infants carrying no synthetic compounds and good for the babys health. Available both in powder as well as liquid form.

PROBLEM 3: SOIL EROSION

Soil Erosion

Excessive Grazing

Barren Lands

SOLUTION: AFFORESTATION DRIVE

Initiate Afforestation drives in schools to promote its campaign. Also promote Amul as a green brand by donating some of its revenue on every sale to planting a tree. For Every product You Buy Amul plants s Tree.

PROBLEM 4: DISPOSAL OF ANIMAL EXCRETA

Animal Excreta is a problem which has to be handled on a major scale as number of animals as very high. As synthetic fertilizers cause lot of pollution, this excreta can be used to develop organic fertilizer and lead to disposal of waste as well.

SOLUTION: ORGANIC FERTILIZER

Fertilizer Plant

Dairy Farm Manure

PRODUCT DESIGN MIND MAP

PRODUCT SCENARIO

At the farm milk is extracted from healthy animals provided with nutritious fodder and no supplements. Animal waste is used to make organic fertilizer.

At the plant, milk is treated to eliminate all bacteria but no chemicals are added. Water pollution control measures are also taken.

Milk is packed in a specially designed tetra pack which is user friendly as well as biodegradable. For every unit sold, Amul will Plant a Tree.

Product will be sold at super markets and select Amul stores. Product will be a niche product and its price will be Rs 80/Litre

Mother is satisfied that the milk is safe. The nutritive value of the milk is also very high.

With high nutrition and no chemicals the baby develops faster and also is more active.