Professional Documents
Culture Documents
A Comparative Study On of Amul India and Mother Dairy in Lucknow
A Comparative Study On of Amul India and Mother Dairy in Lucknow
A Comparative Study On of Amul India and Mother Dairy in Lucknow
(BBA-605)
On
Session 2016-2017
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:
Indian dairy is emerging as sunrise industry. India represent one of the world's largest and fast
growing markets for milk and other products due to increasing disposable incomes among 275
million middle class. The country is been changed after the end of 2000 A.D. as the world's
The reason being that, it is rural based, land saving and gender natural composed to the drop
situation of scarcity and rationing of milk to a scenario in which milk has been increasing at a
rate faster than the rate of increasing of population. There is large and rising domestic demand
both for milk and milk products with an expanding middle income group, there exist a market for
value added products, especially in the cities and towns. There is also the possibility and
covering surplus into conventional milk products like casein is not only import to developed
countries.
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. 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 and has
Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006),
Mother Dairy was set up in 1974 under the Operation Flood Program. A wholly owned company
of the National Dairy Development Board (NDDB), Mother Dairy manufactures, markets & sells
milk and milk products under the Mother Dairy brand (Milk, Cultured Products, Ice Creams,
Paneer and Ghee), Dhara range of edible oils, Safal range of fresh Fruit & vegetables, Frozen
Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps & Concentrates in bulk aseptic
packaging and fruit juices at a national level through its sales and distribution networks for
According to Mr Khanna, an AMUL director with special assignments as his business card
says the milk supply to his co-operative is increasing all the time. In the 2003/04 financial year,
the milk collection was up to 5.1 million litres per day, a rise of some 15.2%. By contrast, the co-
operatives turnover rose by just 1.4% in the financial year 2004/05, bringing it to INR 29.22
billion or EUR 584 million. This growth is lower than expected and due, believes Khanna, to the
reduced milk supply in the latter months of 2004 and the poor increase in the price of basic
From what Khanna is saying, it is evident that AMUL is a co-operative operation without equal.
The 2.4 million members/ dairy farmers in the state of Gujarat are grouped into 11,615 village
co-operatives equipped with both testing equipment and a milk cooling tank. Some of the
unpasteurised milk is sold to the villagers. The rest is transported by milk tankers twice a day to
the 12 district Milk Unions in the state. These Milk Unions process the milk by using the
services of 24 processing companies. The output of dairy products reflects the order submitted
by the states marketing body, the Gujarat Co-operative Milk Marketing Federation. These
products are then sold throughout India under the AMUL and Sagar brand names.
3. SCOPE OF THE STUDY
To learn different strategies which are used by retailers in market to convince the customers.
Contact for more
ShriKrishna
Computer Care & Cyber Zone
Chinhat Lucknow
Mo no- 9554444951
Summer Training Report
Research Report
Field Work
Project Work