COMPARATIVE ANALYSIS OF AMUL AND MOTEHER DAIRY PRODUCTS

INTRODUCTION

INDIAN DAIRY INDUSTRY

The world's biggest dairy producing country is growing fast and looking to become an export power house
despite major quality problems. India is the world's largest milk producing country and is growing fast,
with an eye toward becoming a major dairy exporter. Indian dairy is emerging as sunrise industry. India
represents 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 number one in milk production. The reason being that, it is rural based, land
saving and gender natural composed to the drop production to offers more favourable opportunities of
employment. Dairy farming provides substantial source of the landless labor as well as marginal farmer.
During the last 25 years, we have moved from a 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

In the year 1946 the first milk union was established. This union was started with 250
liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was
known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected
the brand name AMUL in 1955. The brand name Amul means “AMULYA”. This word derived from the
Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had
suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
AmulShrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the
high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the
triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven
model for dairy development (Generally known as “ANAND PATTERN”). In the early 40’s, the main
sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was
high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a
privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district.
This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to
beside the prices of milk and the farmers were forced to accept it without uttering a single word.
 However, when the exploitation became intolerable, the farmers were frustrated. They collectively
appealed to SardarVallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel
advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying
milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-
operation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He
advised the farmers to form a society for collection of the milk. These village societies would collect the
milk themselves and would decide the prices at which they can sell the milk. The district union was also
form to collect the milk from such village co-operative societies and to sell them. It was also resolved that
the Government should be asked to buy milk from the union However; the govt. did not seem to help
farmers by any means. It gave the negative response by turning down the demand for the milk. To respond
to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single
drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he
decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to collect and sell milk on
a cooperative basis, without the intervention of Government. Mr. VergheseKurien showed main interest
in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the
Co-operative unions at the village level. The Kaira district milk producers union was thus established in
ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand
through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL. At
the initial stage only 250 liters of milk was collected every day. But with the growing awareness of the
benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of
milk every day. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer
period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk.
To overcome this problem the union thought out to develop the chilling unit at various junctions, which
would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has
more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies.
With the financial help from UNICEF, assistance from the govt. of New Zealand under the
Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned.
Dr.RajendraPrasad, the president of India laid the foundation on November 15, 1954. Shri Pandit
Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

AMUL COMPANY PROFILE

Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat.
Formed in 1956, 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.
Amul spurred India’s White Revolution, which made the country the world's largest producer of milk and
milk products. Amul was spearheaded by Tribhuvandas patel under the guidance of Sardar Vallabhbhai
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 Vergese Kurein in 1949. He convinced
Dr. Kurien to stay and help with the mission.
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success
of Amul's marketing. Amul has ventured into markets overseas. Amul products have been in use in
millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese,
Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Amul Milk, Amul Milk Drinks and Amulya have
made Amul a leading food brand in India. Today Amul is a symbol of many things like of the high quality
products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of
indigenous technology of the marketing savvy of a farmer’s organization. And have a proven model for
dairy development.

HISTORY
Over seven decades ago the life of a farmer in Kaira was very much like that of farmers anywhere else in
India. His income was derived almost entirely from seasonal crops. Many poor farmers faced starvation
during off-seasons. Their income from milch buffaloes was undependable. The milk marketing system was
controlled by contractors and middlemen. As milk is perishable, farmers were compelled to sell their milk
for whatever they were offered. Often they had to sell cream and ghee at a throwaway price. They were in
general illiterate. But they could see that the system under which contractors could buy their produce at a
low price and arrange to sell it at huge profits was just not fair. This became more noticeable when the
Government of Bombay started the Bombay Milk Scheme in 1945. Milk had to be transported 427
kilometres, from Anand to Bombay. This could be done only if milk was pasteurized in Anand. After
preliminary trials, the Government of Bombay entered into an agreement with Polsons Limited to supply
milk from Anand to Bombay on a regular basis. The arrangement was highly satisfactory to all concerned –
except the farmers. The Government found it profitable; Polsons kept a good margin. Milk contractors took
the biggest cut. No one had taken the trouble to fix the price of milk to be paid to the producers. Thus under
the Bombay Milk Scheme the farmers of Kaira District were no better off ever before. They were still at
the mercy of milk contractors. They had to sell their milk at a price the contractors fixed. The discontent of
the farmers grew. They went in deputation to Sardar Patel, who had advocated farmers’ co-operatives as
early as 1942 Sardar Patel reiterated his advice that they should market their milk through a co-operative
society of their own. This co-operative should have its own pasteurization plant. His advice was that the
farmers should demand permission to set up such a co-operative. If their demand was rejected, they should
refuse to sell their milk to middlemen. Sardar Patel pointed out that in undertaking such a strike there
should be some losses to the farmers as they would not be able to sell their milk for some time. If they were
prepared to put up with the loss, he was prepared to lead them. The farmers’ deputation readily accepted
his proposal.
Sardar then sent his trusted deputy, Mr. Morarjibhai Desai, to Kaira District to organize milk co-operative
– and a milk strike if necessary. Mr. Desai held a meeting in Samarkha village on January 4, 1946. It was
resolved that milk producers’ co-operative societies should be organized in each village of Kaira District to
collect milk from their member-farmers. All the milk societies would federate into a Union which would
own milk processing facilities. The Government should undertake to buy milk from the Union. If this
wasn’t done, the farmers would refuse to sell milk to any milk contractor in Kaira District. The
Government turned down the demand. The farmers called a ‘milk strike’. It lasted 15 days. Not a drop of
milk was sold to the milk merchants. No milk reached Bombay from Anand, and the Bombay Milk Scheme
almost collapsed. After 15 days the milk commissioner of Bombay, an Englishman, and his deputy visited
Anand, assessed the situation and accepted the farmers’ demand. This marked the beginning of the Kaira
District Co-operative Milk Producers’ Union Limited, Anand. It was formally registered on December 14,
1946. Its objective was to provide proper marketing facilities for the milk producers of the district. The
Union began pasteurizing milk in June 1948, for the Bombay Milk Scheme – just a handful of farmers in
two village co-operative societies producing about 250 litres a day. The only remedy was to set up a plant
to process the extra milk into products like butter and milk powder. The logic of this step was readily
accepted by the Government of Bombay and the Government of India, except for a few doubting
Thomases. The government of India helped the Union to get financial help from UNICEF and assistance
from the Government of New Zealand under the Colombo Plan. Technical aid was provided by F.A.O. A
Rs.50 – lakh factory to process milk powder and butter was blueprinted. Its foundation stone was laid by
the then President of India the late Dr. Rajendra Prasad on November 15, 1954. The project was completed
by October 31, 1955, on which day the late Pandit Jawaharlal Nehru, the then Prime Minister of India,
declared it open. The new dairy provided a further fillip to the co-operative movement among milk
producers. The union was thus enabled to organize more village co-operative societies and to handle more
and more milk each year. This event also brought a breakthrough in dairy technology as the products were
made processing buffalo milk for the first time in the world. Kaira Union introduced the brand “Amul” for
marketing its product range. The word “Amul” is derived from Sanskrit word ‘Amulya’ which means
‘priceless’ or precious’. In the subsequent years Amul made cheese and baby food on a large commercial
scale again processing buffalo milk creating a history in the world. 1964 was the turning point in the
history of dairy development programme in India. Late Shri Lal Bahadur Shastri, the then Prime Minister
of India who visited Anand on 31s October for inauguration of Amul’s Cattle Feed Plant, having spent a
night with farmers of Kaira and experiencing the success wished and expressed to Mr Kurien, then the
General Manager of Amul that replicating Amul model throughout our country will bring a great change in
the socio-economic conditions of the people. In order to bring this dream into reality, 1965 The National
Dairy Development Board (NDDB) was established at Anand and by 1969-70 NDDB came out with the
dairy development programme for India popularly known as “Operation Flood” or “White Revolution”.
The Operation Flood programme, even today, stands to be the largest dairy development programme ever
drawn in the world. This saw Amul as model and this model is often referred in the history of White
Revolution as “Anand Pattern”. Replication of “Anand Pattern” has helped India to emerge as the largest
milk producing nation in the world.
PRODUCT PORTFOLIO :
Bread spread Amul Butter, Amul Lite, Delicious Table
Margarine

Cheese range Amul Pasteurized Processed Cheddar

Cheese, Amul Processed Cheese Spread,
Amul Pizza (Mozzarella) Cheese, Amul
Emmental Cheese, Amul Gouda Cheese,
Amul Malai Paneer (cottage cheese), Utterly
Delicious Pizza

Fresh milk Amul Gold Full Cream Milk 6% fat, Amul

Shakti Standardised Milk 4.5% Fat, Amul
Taaza Toned Milk 3% fat, Amul Slim &
Trim, Amul Cow Milk

Milk drink Amul Kool Flavored Milk, Amul Kool Cafe,

Amul Kool Koko,Amul Kool Milk Shake,
Amul Kool Chocolate Milk,Nutramul Energy
 Drink

Curd products Amul Milk (fresh curd), Amul Masti Spiced

Butter Milk, Amul Lassee, Amul Flaavyo
Yoghurt

Pure ghee Amul Pure Ghee, Sagar Pure Ghee

UTH Milk range Amul Gold 4.5% fat Milk, Amul Shakti 3%
fat Milk, Amul Taaza 1.5% fat Milk, Amul
Lite Slim-n-Trim Milk, Amul Fresh Cream

Milk powder Amul Full Cream Milk Powder, Amulya

Dairy Whitener, Sagar Skimmed Milk
Powder

VISION& MISSION
Amul’s vision is to provide more and more satisfaction to the farmers, employees and distributers.
MISSION
“We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavour to satisfy the taste and
nutritional requirements of the customers of the world, through excellence in marketing by our committed
team. Through co-operative networking, we are committed to offering quality products that provide best
value for money.”

QUALITY INITIATIVES
The initiation of Total Quality Management (TQM) way back in 1994 was to work with the well known
quality management initiatives which have proven to be effective elsewhere to create a culture of
transparency, openness and leadership in the organization. Realizing that with emerging competition, doing
business would become more exciting yet extremely competitive which would require at time not only a
whole set of new skills and competencies but quick adaptability to change without much stress or
turbulence. As a very unique measure Amul extended all the TQM initiatives to its business partners
whether it was the farmer producer in the village or a wholesale distributor in a metro town or its most
sophisticated production unit. From the strength of Total Quality Management initiative Amul went on to
implement Quality Management System of International Standard. Amul has been the first dairy in India to
get accredited with certification of ISO 2200:2005 & ISO 9001 for its operations and plants. Further Amul
has set an example that village Dairy Co-operative Societies could also achieve this milestone as these
societies are accredited with ISO 9001:2000 – a remarkable achievement in the history of India. Amul
Plants are certified by Agricultural and Processed Food Exports Development Authority (APEDA) for
export of dairy products to international markets. Gujarat Co-operative Milk Marketing Federation
(GCMMF) which markets and exports dairy products under the brand of “Amul” has bagged award 11th
time for excellent performance in exports of dairy products from APEDA - 2008-09, IMC Ramkrishna
Bajaj National Quality Award – 2003, "Best Best of All" Rajiv Gandhi National Quality Award - 1999,
The International Dairy Federation Marketing Award (2007) for Amul pro-biotic ice-cream launch.
Amul Dairy has been recipient of countless awards for its outstanding efforts in processing and providing
quality products to consumers thereby enhanced income in to the hands of dairy farmers. Some of these
awards are the Best Productivity Performance Awards for three consecutive years from 1985 and Sustained
productivity Performance Award in 1988-89 from National Productivity Council, Government of India,
Indian Merchants’ Chamber Award - for Outstanding Performance in the field of R&D of Food Processing
Industries Based on Agricultural Products -1988, again Best Productivity Performance Awards 1994-99
from National productivity Council, G. D. Birla International Award - Outstanding Contribution to Rural
Upliftment , Sahkari Vikas Ratna Award – awarded on the occasion of Indian Co-operative Centenary
Celebration for the outstanding contributions in the field of Dairy Co-operative movement in Asia – 2005,
National Energy Conservation Award – 2009 from Ministry of Power, Government of India.

MOTHER DAIRY
Mother Dairy was commissioned in 1974 and is a wholly owned subsidiary of the National Dairy
Development Board (NDDB). It was an initiative under Operation Flood, the world's biggest dairy
development program launched to make India a milk sufficient nation. Over the years, Mother Dairy has
contributed significantly in achieving this objective through a series of innovations and programs. Today,
Mother Dairy manufactures markets & sells milk and milk products including cultured products, ice
creams, paneer and ghee under the Mother Dairy brand. The Company also has a diversified portfolio with
products in edible oils, fruits & vegetables, frozen vegetables, pulses, processed food like fruit juices, jams,
etc. to meet the daily requirements of every household. The Company over the last many years has created
a market leadership position for itself in branded milk segment in Delhi & NCR through a robust network
of its booth and retail channels. It has also expanded its reach to other regions in North, South, East and
West with its offering of Milk and Milk products pegging it among the few companies to own such a vast
channel of distribution in India.
Brand Mother Dairy sources a significant part of its requirement of liquid milk from dairy cooperatives and
village level farmer centric organizations. The Company is committed to uphold institutional structures that
empower milk producers and farmers through processes that are equitable. A significant portion of its
income is ploughed back into the value chain to support and maintain the system. Safal, F&V arm of
Mother Dairy was the first Company to organize the fruits and vegetables business in India. Today Safal is
the market leader in organized fruit & vegetable retail business in Delhi NCR and operates the largest
number of F&V Stores in Delhi NCR and has significant presence in Bangalore. Safal was also the first
brand in India to launch frozen vegetable in mid 90s. Over the years, the brand has gained significant
customer support and has become a household brand with market leadership and presence across the
country.
Safal also has a state of the art plant in Bangalore which produces and sells around 23000 MT of aseptic
fruit pulp & concentrate annually and supplies to noteworthy companies in food processing space like Coca
Cola, Pepsi, Unilever, Nestle etc. Safal also has a prominent presence across 40 countries viz., USA;
Mother Dairy is also present into edible oils segment under the brand name Dhara which was launched
under the 'Operation Golden Flow' program of NDDB as a market intervention program to address a larger
cause of the Indian farmers & consumers. Trust, Purity and Taste are the hallmarks of Dhara cooking oil.
Europe, Russia, Middle East, Asia and Africa and exports Fresh Fruits & Vegetables (Grapes, Banana,
Gherkin, Onion, etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc. It has been a constant
endeavor at Mother Dairy to stay connected with its stakeholders. The corporate tag line of the
latest brand campaign - Happy Food Happy People - captures the essence of what the Company
stands for. Mother Dairy is committed to bring happiness to every individual with its range offering pure,
hygienic and adulteration-free high-quality products which has been the strength, differentiator and
heritage of the brand over years. Mother Dairy has been recognized as the 2nd Best in the FMCG Industry
and has also been ranked at 39th amongst India's Top 100 Best Companies to Work, in a study by Great
Place To Work Institute in association with the Economic Times for their annual 2015 survey. The
corresponding ranking in 2014 was 62nd amongst the list of Top 100. In the survey, the brand also
witnessed a significant move its Trust Index from 70% to 83% in 2015.

LOGO OF THE COMPANY:

NATURE OF THE COMPANY
The name Amul itself indicates that it is a co-operative union. There are various types of co-operative
society which are as under:

(1) Producers or manufactures co-operative society

(2) Consumer co-operative society

(3) Housing co-operative society

(4) Co-operative farming

(5) Co-operative credit solvency

This firm is the firm of association in which person combine together

toform a society for the purpose of manufacturing goods. Although it is democratic management of
industrial production. This is useful where large capital is neither necessary nor much technical and expert
knowledge of the management is needed. In India some of the Sugar mill and ginning mills are running
under this formation. Dairies are also adopting co-operating format. Amul is the producer’s co-operative
society.

OBJECTIVES OF AMUL DAIRY

Every organization is set up with some objectives to fulfil. The objectives may be social, economic,
national and human.

Amul was also set up with some basic objectives to fulfil including all social, economic, national and
human objectives.

Following are the objectives of Amul:

Social Objectives:
Amul has an objective to supply goods with best of quality and purity at very reasonable rates. It helped to
reduce malpractices carried out by merchants and milk traders .Its White revolution made a huge
contribution to the alleviation of poverty and famine levels from levels that were dangerously low.
National Objectives:
Amul has helped India to increase its production of milk by 40 million metric tonnes and become the
country with the most milk production all over the world.

i) To increase the foreign exchange of the country by exporting the milk products .To produce products
according to national priorities.

ii) To help improve the health and nutrition of many within the country.

Human Objectives:
i) To help the villagers associated with Amul to sell their milk products

ii) To provide good working conditions to the employees

iii) To provide growth opportunities to the backward and unprivileged villagers

iv) To provide job satisfaction to the employees

Economic Objectives:
i) Expansion of distribution network.

ii) Creative and Unique marketing strategies.

iii) Optimum utilization of available resources.

iv) Creation and expansion of loyal customer base.

Even though the basic objective is not to make profit, some profits are still to be made so as to
survive and expand.

BRANDS AND SUSIDIARIES

The company sells milk products under the "Mother Dairy" brand.
Safal is the fruit and vegetable arm of Mother Dairy. It operates a large number of fruit and vegetable
stores in the NCR, and also has a significant presence in Bengaluru. Safal also has a plant in Bengaluru,
which produces around 23,000 MT of aseptic fruit pulp and concentrates annually. It supplies to food
processing companies such as Coca-Cola, Pepsi, Unilever, Nestle, etc. Safal also has a presence across 40
countries viz., USA, Europe, Russia, Middle East, Asia and Africa and exports Fresh Fruits & Vegetables
(Grapes, Banana, Gherkin, Onion, etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc .Mother
Dairy is also present into edible oils segment under the brand name Dhara, which was launched under
the Operation Golden Flow program of NDDB.

MOTHER DAIRY COMPANY PROFILE

‘Mother Dairy’ is the largest liquid milk brand in Asia. It started its operations in 1974 under the
Operation Flood programme of the National Dairy Development Board. Operation Flood is one of the
largest dairy development papers in the world. Mother Diary, Delhi is IS/ISO- 9002 & IS-15000 (HACCP)
certified organization. ‘Mother Dairy’ is the single largest brand of milk in Delhi, India as well as in Asia,
marketing about 2.8 million liters of milk per day. Mother Dairy commands 66% market share in the
organized sector in and around Delhi, primarily because of consistent quality and service reliability. In
addition to toned milk through Bulk vending, Mother Dairy also markets full cream milk, standardized
milk, toned milk, double toned milk and Skimmed milk (light) in poly bags. Mother Dairy, Delhi is an
IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment
Management System (EMS) Certified organization. Mother Dairy was the first industry in country to
implement ISO-14031(Environment Performance Evaluation) paper. This provides assurance to the
consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy.

The National Dairy Development Board (NDDB) commissioned Mother Dairy in the first phase of
Operation Flood in 1974. Considering the success of Dairy industry NDDB established Fruit & Vegetable
Paper in Delhi in 1988 with "SAFAL" as its umbrella brand. With a view to separating the commercial
activities from developmental activities, the NDDB merged Mother Dairy and the Fruit & Vegetable paper
into a wholly owned company named Mother Dairy Fruit &Vegetable Ltd (MDFVL) in April 2000. This
becomes the holding company of Mother Dairy India Ltd (MDIL)- a marketing company and Mother Dairy
Foods Processing Ltd (MDFPL) a processing company. The company is a highly trusted household name
for its wide range of milk products like Milk, Flavored Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy
Whitener, Ghee etc.

HISTORY
Mother dairy was set up in 1974 under the operation flood programming. It is know a wholly owned
company of the National Dairy Development Board (NDDB). Mother markets and sells dairy products
under the mother dairy brand like liquid milk, dahi, ice cream, cheese and butter. It is one of the largest
liquid plants in Asia. Completely automate all function of the milk processing area ensures high quality,
reliability, and safety. Mother Dairy sources its entire requirement of liquid milk from dairy cooperatives.
Similarly, Mother Dairy sources fruits and vegetables from farmers/growers associations.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai,
Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi
where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around
14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

VISION & MISSION

Vision - Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to
the producers.

Mission - Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With
determination & pride we will continue to serve our farmers, rural India & our consumers. Our values
reflect who we are & what we firmly believe in.

OBJECTIVES OF MOTHER DAIRY

The main objectives of Mother Dairy are to promote suitable measures to give power to farmers and milk
producers through methods that are equitable and also to make sure that farmers and milk producers
receive fair market prices for their products. Mother Dairy has ensured that the quality of its products is of
high standards for it has adopted world class standard microprocessor technology for the processing of
milk. Mother Dairy in Delhi has received many certifications such as ISO 14001:2004 (Environmental
Management Systems), ISO 9001:2000 (Quality Management Systems) and 2002 RvA (Food Safety
Management Systems). Mother Dairy markets over 2.2 million litres of milk each day in Mumbai,
Hyderabad, Delhi, parts of Haryana and Uttar Pradesh. The company has a market share of around 66% in
the region of Delhi where it takes up marketing operations through over 10,000 retail outlets and sells
around 2 million litres of milk each day. The company launched Mother Dairy Ice Creams in 1995 and
they are available in the markets of Delhi, NCR, Mumbai, Kolkata, Rajasthan, Punjab and Uttar Pradesh.
Mother Dairy has a wide range of Dhara edible oils that are marketed all over the country in more than
200,000 outlets. The company also markets under the brand name Safal, a wide range of frozen and fresh
vegetables and fruits through over 20,000 outlets in different parts of the country.

QUALITY:
Mother Dairy is committed to deliver products which meet all regulatory, industrial, consumer Quality and
Food safety requirements to our valued consumers.
Our continuous efforts focused on building a sustainable “Quality and Food Safety Program” across food
chain, using state of the art processes and innovative technologies towards delivering wide range of “Dairy
and Food” products.
Our systems are designed to have process monitoring and controls at each stage of food chain towards
Continual Improvements. We, assure that our valued consumers are satisfied, each time they experience
our product.

We achieve this by,

 Implementing robust Mother Dairy Management System, which is an Internal System, developed to
meet the all Process Requirements based on National & International Standards.
 Implementing International Management System Standards (ISO)
 Bench Marking, Best-In-Class requirements
 Process Optimization : Constantly working on latest innovative Technologies
 Capability Development across the Organization
 Auditing & Assessments : Mother Dairy has established a frame work for Auditing & Assessments
of Complete Food Chain
 Consumer Satisfaction

It is our endeavour to create a culture of “Total Quality” where continuous improvement of our people,
processes and products becomes a way of life. At Mother Dairy Innovation Centre, we have a dedicated
team of Scientists who are constantly collaborating international standards and best practices for Quality &
Food Safety in its products.

PRODUCT PORTFOLIO
Milk
Mother Dairy maintains stringent measures to ensure the quality and purity of the milk provided to its
consumers. Each batch of incoming and outgoing milk is subjected to 21 quality tests including presence of
foreign matter and bacteriological tests. The quality of milk accepted and dispatched meets certain
predetermined standards. The milk goes through various processes such as Clarification, Homogenization,
Standardization and Pasteurization, to ensure that it is safe for human consumption. Our motive for
following such strict quality measures is to ensure that there is no contamination while processing or
packaging. Mother Dairy promises its consumers that it will continue to produce products of the highest
quality standard. Its Dairy products are processed & packed in ISO certified plants & strict controls are
exercised by quality assurance department on all the plants. Most of our plants are certified for FOOD
SAFETY MANAGEMENT SYSTEM. Quality Assurance Laboratory at Mother Dairy Delhi is certified by
National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and
Technology, Government of India. All the operations in our organization are manned by qualified & highly
experienced personnel.
We at Mother Dairy focus on motivated & hard working, well qualified & trained personnel in front end as
well as back end operations. The dedicated Field QA team ensures that the products manufactured at the
plant are handled properly once the products dispatched from manufacturing units.

Fruit & Vegetable:

Quality of “Safal” Produce starts from the field itself. Mother Dairy Quality Assurance professionals
constantly provide technical support to Farmers during all stages of Supply chain (e.g. harvesting,
handling, transportation and storage).
We, at Mother Dairy Monitor and Control the produce quality during material receiving, processing and
finished product stage against Company Standards & Specifications. Our state of the art Manufacturing
Operations are certified for Quality Management System (ISO 9001: 2008) and Food Safety Management
System (ISO 22000: 2005). The Core purpose of “Safal” is to bring Fresh, Frozen and Processed Fruit &
Vegetable Quality products that form daily diet of the people.

Edible Oil:
Dhara uses sophisticated quality assurance instruments such as GLC, GCMS, HPLC, HPTLC, Rancimat
etc. to ensure that Dhara oils are 100 % pure. The unique packaging material used for packing Dhara oil
variants is food grade to ensure that the oil packed in it remains hygienic and fresh.

OBJECTIVES OF THE STUDY:

 To perform the comparative analysis between Amul Milk and Mother Dairy Milk to understand
their marketing and positioning strategy
 To study the current market position of Amul Milk and Mother Dairy Milk
 To compare the marketing mix of Amul Milk and Mother Dairy Milk
 To determine the consumer preferences of Amul and Mother dairy products with the help of some
parameters -quality, taste, price, packing style etc.
 To identify various factors this motivates people to use Mother & Amul dairy products