INTRODUCTION

Anand Milk Union Limited or Amul is an Indian dairy company, based at Anand in the
state of Gujarat.[3]

Formed in 1948, it is a cooperative 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.[4]

Amul spurred India's White Revolution, which made the country the world's largest producer
of milk and milk products.[5]

The white revolution was spearheaded by Tribhuvandas Patel under the guidance of Sardar
Patel. As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvandas became
the founding chairman of the organization and led it until his death. He hired Dr. Verghese
Kurien three years after the white revolution. He convinced Dr. Kurien to stay and help with
the mission.[citation needed]

Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited
with the success of Amul's marketing.[6] Amul has become the largest food brand in India and
has ventured into markets overseas.

Dairy/fast-moving consumer
Industry
good (FMCG)
Founded 1946; 73 years ago
Founder Tribhuvandas Patel
Headquarters Anand, Gujarat, India
Area served worldwide
Rupinder Singh Sodhi (Managing
Key people
Director)[1]
₹38,000 crore
Revenue
(US$5.3 billion) (2018-19 [2])
752 (Marketing Arm)
Number of
3.6 million (milk producing
employees
members)[2]
BACKGROUND OF THE STUDY
Amul-cooperative registered on 14 December 1946 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in
the small city distances to deliver milk, which often went sour in summer, to Polson. The
prices of milk were arbitrarily determined. The government had given monopoly rights to
Polson to collect milk from Kaira and supply it to Bombay city.[7][8]

Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to
form a cooperative (Kaira District Co-operative Milk Producers' Union) and supply milk
directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low
prices).[9] He sent Morarji Desai to organise the farmers. In 1946, the milk farmers of the area
went on a strike which led to the setting up of the cooperative to collect and process milk.[8]
Milk collection was decentralized, as most producers were marginal farmers who could
deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each village, too.[10]
By June 1948, the KDCMPUL had started pasteurizing milk for the 'Bombay Milk Scheme'.
Under the selfless leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th
Anniversary with Morarji Desai, Maniben Patel and Verghese Kurien.

The cooperative was further developed and managed by Dr. Verghese Kurien with H.M.
Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for the first
time in the world) and a little later, with Kurien's help, making it on a commercial scale,[11]
led to the first modern dairy of the cooperative at Anand, which would compete against
established players in the market. Kurien's brother-in-law K.M. Philip sensitized Kurien to
the needs of attending to the finer points of marketing, including the creation and
popularization of a brand.

The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to
Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts –
Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up, following the approach
sometimes described as the Anand pattern.[8]

In 1970, initiated White Revolution of India, as it help create, Gujarat Co-operative Milk
Marketing Federation Ltd., which now overlooks Amul, in 1973,[12] and today, it is the
second best dairy in India.[12] To combine forces and expand the market while saving on
advertising and avoid competing against each other, the GCMMF, an apex marketing body of
these district cooperatives, was set up in 1973. The Kaira Union, which had the brand name
Amul with it since 1955, transferred it to GCMMF.[13]

In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.[14]

Technological developments at Amul have subsequently spread to other parts of India.

The GCMMF is the largest food products marketing organisation of India. It is the apex
organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation
for products under the brand name of Amul and Sagar. Over the last five and a half decades,
dairy cooperatives in Gujarat have created an economic network that links more than
3.1 million village milk products with millions of consumers in India. Gujarat Cooperative
Milk Marketing Federation Ltd.

Importance is also important for industries.

On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant
in Mogar, Anand near their headquarters.[15]

UHT products and impact

Over the years Amul has been witnessing growth in this portfolio, with the segment growing at
53%,[16] long life UHT products for urban populations, like Amul Taaza, which are packed in Tetra Pak
cartons, which undergo UHT treatment to remove all harmful micro-organisms while retaining the
nutrition in the milk. Amul sells around 4,00,000-5,00,000 litres of UHT milk and other value added
products per day and forecasts this demand to continue growing at 25%. The UHT products have
enabled Amul to position itself as the market leader in packaged milk segment without the need of
maintaining cold supply chains.

Advertising
In 1966, Amul hired Sylvester da Cunha, the managing director of the advertising agency as
to design an ad campaign for Amul Butter. daCunha designed a campaign as series of
hoardings with topical ads, relating to day-to-day issues.[18] It was popular and earned a
Guinness world record for the longest running ad campaign in the world. In the 1980s,
cartoon artist Kumar Morey and script writer Bharat Dabholkar had been involved with
sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement
campaigns. Dabholkar credited chairman Verghese Kurien with creating a free atmosphere
that fostered the development of the ads.[19]

Despite encountering political pressure on several occasions, daCunha's agency has made it a
policy of not backing down. Some of the more controversial Amul ads include one
commenting on the Naxalite uprising in West Bengal, on the Indian Airlines employees
strike, and one depicting the Amul girl wearing a Gandhi cap.[18]

In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that 'freedom of
choice' died in '2013', in opposition to the Supreme Court of India overruling the judgment of
Delhi High Court and criminalising homosexuality again.[20]

On 17 October 2016, Amul butter girl celebrated 50 years when she first appeared in the
topical ad titled "Thoroughbread". The ad showed a jockey holding a slice of bread during the
horse race season in 1966. The impish Amul girl had appeared for the first time even before
that, with Eustace Fernandez showed her offering bedtime prayers with a wink and a lick of
lips, saying "Give us this day our daily bread: with Amul butter".[21]

In popular culture
The establishment of Amul is known as White Revolution.
The White Revolution inspired the notable Indian film-maker Shyam Benegal to base his film
Manthan (1976) on it. The film was financed by over five lakh (half a million) rural farmers
in Gujarat who contributed Rs 2 each to its budget. Upon its release, these farmers went in
truckloads to watch 'their' film, making it a commercial success.[22][23] Manthan was chosen
for the 1977 National Film Award for Best Feature Film in Hindi.
REVIEW OF LITREATURE
RESEACH METHODOLOGY

WHAT IS SECONDARY DATA

Secondary data is the data that have been

already collected by and readily available
from other sources. Such data are cheaper
and more quickly obtainable than the primary
data and also may be available when primary
data can’t be obtainable at all.

WHY IT HAS BEEN USED:

As we have to complete this report in a

limited given time we had to use
SECONDARY DATA to complete this report.
OBJECTIVE OF THE STUDY
CHAPTER PLANNING
CONCEPTUAL FRAMEWORK

NATIONAL SCENARIO