CHAPTER 5

PROFILE OF AMAR DAIRY – AMRELI

73
5.1 INTRODUCTION...........................................................................75
5.1.1 History and Development..................................................76
5.2 FOUNDERS OF THE DAIRY.........................................................78
5.2.1 Board of Directors............................................................78
5.3 OBJECTIVES OF THE DAIRY......................................................81
5.4 WORK AREA PROFILE.................................................................83
5.4.1 Milk Procurement.............................................................84
5.4.2 Bulk Milk Coolers.............................................................85
5.4.3 Automatic Milk Collection System...................................87
5.4.4 Milk Flow Pattern.............................................................87
5.4.5 Milk Processing.................................................................88
5.5 PRODUCTS OF THE DAIRY.........................................................89
5.5.1 Amul Ghee........................................................................90
5.5.2 Amul Buttermilk...............................................................92
5.5.3 Amul Taaza...................................................................... .95
5.5.4 Amul Gold.........................................................................99
5.5.5 Amul Chai Maza...............................................................99
5.5.6 Amul T – Special.............................................................102
5.5.7 Amul Slim ‘N’ Trim........................................................104
5.5.8 Amul Lite........................................................................106
5.5.9 Amul Masti Dahi.............................................................109
5.6 QUALITY ASSURANCE...............................................................113
5.7 SUPERVISION AND AUDIT........................................................114
5.7.1 Supervision......................................................................114
5.7.2 Audit...............................................................................115
5.8 ANNUAL REPORT – AN OVERVIEW..........................................115
5.9 CUSTOMERS................................................................................11 7
5.10 VETERINARY SERVICES AND BREEDING.............................117
5.10.1 Emergency Animal Health Care Services.....................117
5.10.2 Vaccination Services.....................................................119
5.11 CATTLE FEED AND ITS DISTRIBUTION................................119
5.11.1 Benefits of Amar Dan....................................................121
5.11.2 Ingredients of Amar Dan..............................................122
5.11.3 Nutritive Value of Amar Dan........................................123
5.11.4 Distribution of Amar Dan.............................................123

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 CHAPTER 5

PROFILE OF AMAR DAIRY – AMRELI

Logo of Amar Dairy

5.1 INTRODUCTION

Saurashtra area of Gujarat region is very much abundant in a

population of animal. Especially Gir cow and Jafrabadi buffalo are most

popular cattle of Amreli district famous in all over the world. These cattle

are rich in their milk quality as well as in its quantity. Cows and buffaloes

are the major milch animals besides goat and sheep in this area.

The milk producers in this area was not organised and they has to

sell their milk to the local traders at very low price. The milk producing

farmers were not getting lucrative price for their milk. Traditional and

private milk contractors were superior in this area.

In view to the above scenario of the Amreli district, Honourable

Shree Dileepbhai Sanghani - Chairman of National Federation of State

Cooperative Banks Limited, Ex Agriculture Minister of Gujarat and

75
Honourable Shree Parshotambhai Rupala - Minister of States for

Agriculture and Farmers Welfare government of India, both the politician

took a lead and organised meeting in the villages of various talukas of a

district and registered a milk union under the name of Amreli District

Co-operative Milk Producers Union Limited. It is popularly known as

Amar dairy and the reaction of the farmers was very much favourable.

5.1.1 History and Development

Amar dairy was got registered on 15 th of July 2002 and the

inauguration of the chilling centre of the dairy was on 3 rd of September

2007 by a cabinet minister Shree Bhupendrasinh Chudasama [former

agriculture minister and now the minister for education in Gujarat].

Initially, the dairy was procuring only 2635 Kgs of milk per day from 26

village DCS, covering 2 talukas during the financial year 2007-08. In the

year of 2008, Amar dairy was affiliated with GCMMF Anand.

By the end of March 2018, total more than 1200 DCS and more

than 50 thousand milk pouring members affiliated with the Amar dairy.

Highest milk procurement was nearer to 2.5 lakh litres per day, during

flush season.

Amar dairy was begun with a single cooling unit at Amreli, a little

step forwarded in favour of the development of milk producers. Life

changing journey of poor farmers was initiated from 2007 by 2 well

known and much popular leader’s clean vision, clear mission and correct

76
commitment. For the improvement of rural farmers, the board of Amar

dairy has been decided to start a milk processing plant with a capacity of 2

lakh litres per day and a cattle feed plant with capacity of producing 300

metric tonnes per day. For the construction of new milk processing plant,

total 79 Acres of land was acquired and on 20 th of October 2012, the

Bhumi Pujan was performed by Shree Dileepbhai Sanghani in the presence

of all the board of directors and other staff members.

When both the plants were set prepared for the functioning, they

were attacked by a heavy flood in June 2015. It was really very shocking.

This incident did not rise up back to them but they rise from it

immediately with new strength and spirit. They raced against the time and

within short period of 9 months both the plants have become set up again

for the production.

New Plant of Amar Dairy

77
 New milk processing plant has been started its production with a

pouch packing of Amul Gold 500 ml on 6 th of March 2016. Presently,

about 50 per cent of milk quantity has been sent to Mother dairy

Gandhinagar and remaining 50 per cent of milk and its by-products being

packed and sell under the brand name of Amul.

5.2 FOUNDERS OF THE DAIRY

Shree Dileepbhai Sanghani Shree Parshotambhai Rupala

Founder Chairman Founder Director

5.2.1 Board of Directors

There are total 19 members are in the committee of the board of

directors including founder chairman, chairman, vice-chairman, founder

director, 8 male directors, 5 female directors, a member from GCMMF,

Anand and a managing director. The details of all these dignitary persons

are mentioned in table 5.1.

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 Table 5.1: Details of all the members of board of directors
Sr.
Name of the Person Photo Identity Designation
No.

Founder
1 Mr. Dileepbhai N. Sanghani
Chairman

2 Mr. Ashwinbhai N. Savaliya Chairman

Vice
3 Mr. Mukeshbhai N. Sanghani
Chairman

Founder
4 Mr. Parshotambhai K. Rupala
Director

5 Mr. Mavjibhai N. Gol Director

6 Mr. Arunbhai M. Butani Director

7 Mr. Chandubhai B. Ramani Director

79
8 Mr. Vinubhai B. Kakadiya Director

9 Mr. Thakarshibhai R. Shiyani Director

10 Mr. Kantibhai K. Ghadiya Director

11 Mrs. Kanchanben D. Gadhiya Director

12 Mrs. Jayaben V. Ramani Director

13 Mrs. Bhanuben J. Buha Director

14 Ms. Arunaben M. Malani Director

80
 15 Ms. Bhavanaben M. Gondaliya Director

16 Mr. Narendrabhai S. Parvadiya Director

17 Mr. Rajeshbhai J. Mangroliya Director

GCMMF
18 Mr. H. P. Rathod
Anand

Managing
19 Dr. R. S. Patel
Director

5.3 OBJECTIVES OF THE DAIRY

 To purchase, processing, manufacture, distributing and selling

of commodities from the member farmers of the co-operative

societies and private sources without influencing the interest

of the member farmers.

 To own or hold on a rent agreement or otherwise, moving or

non-moving properties.

81
 To buy, processing, manufacturing, distributing and selling
animal feed, dairy machinery, tools, instruments and materials

of food packaging.

 To inspire the growing of fodder by the member farmers of its

affiliated dairy co-operative societies.

 To provide animal health care and artificial insemination

service and adopt the work of animal insurance.

 To own the colony of cattle for their breeding.

 To purchase cattle on behalf of member farmers of the

affiliated dairy co-operative societies.

 To provide facility for the transportation of commodities.

 To organise more and more dairy co-operative societies and

improve affiliated co-operative societies to the extreme level

and spread co-operative knowledge amongst member farmers.

 To deliver administrative, financial, technical and other

required assistance towards the various milk schemes.

 To set up and inspire savings schemes amongst member

farmers.

 To clarify all motives of common interest of the dairy

co-operative societies and to surplus these interests.

 To bring on co-operative propaganda.

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  To carry on some other activities as to impel the above
objectives and to do all such things that are productive to the

achievement of the above mentioned objectives.

 To organise and coordinate the activities of the co-operative

societies affiliated to milk union, the union should suggest,

help, reform, and take over their management whenever

required and assign a supervisor under section 81 of the Act.

 To organise supervision of the DCS and for that union may fix
the charges to be collect with the authority of the registrar.

 To set up a research and development alliance with an

independent existence, to donate towards its funds, and to

increase funds from the members of the union.

 To develop funds and create trust for the betterment of the

personnel. The union should meet the registrar for approval

relating to the donation by the workers of a union and to apply

the same as per rules framed under the laws in effect.

5.4 WORK AREA PROFILE

Many years ago, the life of milk producing farmers in Amreli

region was very bad. Their earning was almost comes from the seasonal

crops. Some of the poor farmers passed through shortages of food during

off-season. Their income from the crop was totally undependable. Also the

system of milk selling was handled by local milk traders. As milk is

83
spoilable product, the milk producers were enforced to sell their milk for

whatever they were given. They had to sell cream and ghee at throw-away

price regularly.

The local milk traders was monopolising the milk market and made

the exploitation of milk producing farmers and the consumers both. The

price of milk procurement fixed by the middleman and contractors was

extremely low and also fluctuates frequently at their choice. All this

happened due to the lack of infrastructure and processing plant. As their

financial gain from the milk was very low, the milk producing farmers

resented the system of milk trading but they were proved weak in front of

these local milk traders.

India is highest milk producing country across the world. In similar

way, Gujarat is also on top in milk producing state in the country. Gujarat

is considered as a native land for the growth and development of dairy

co-operative societies for the procurement, processing and marketing of

milk. Amul Pattern has become a model in all over the India and also in

some of the other countries in the world.

5.4.1 Milk Procurement

The dairy is a district level milk processing plant started in the year

of 2002 and registered under Gujarat State Co-operative Societies Act

with the name Amreli District Co-operative Milk Producers Union

Limited, which is popularly known as Amar dairy. The dairy is owned by

84
the milk producing farmers, their elective deputies manage the village

DCS and also the district union. Amar dairy is come up with aim to give

profitable prices to their farmers and also serve the interest of customers

by supplying good quality milk and its by-product via GCMMF. The main

target of the dairy is to procure milk from the DCS in which milk

producers pouring their milk regularly twice in a day. The milk

procurement pattern is as below.

Milk Producers -----> Dairy Co-operative Societies -----> Amar Dairy

5.4.2 Bulk Milk Coolers

For making of milk and its by-products as per the standards of

Amul, quality milk should required to be collected from the village level

DCS. Therefore the union has established BMC’s to ease cooling at the

place of procurement, which preserves and controlled the quality of milk

and also procured milk of 2 to 3 times can be transported by a single trip

as per their conveniences. The growth of the microorganism can be barred

by providing instant cooling to the milk procured. Amar dairy has

85
installed number of BMC at various locations of Amreli district and

outside the district as well.

 Total number of BMC centre: 19

 Total number of BMC installed at centre: 36

 Total percentage of milk procure from BMC centre: 88.05

 Total chilling capacity created from BMC: 1.83 lakh litre

5.4.2.1 Bulk Milk Cooler Centre with its Capacity

There are a total of 19 Chilling Units or BMC’s functioning under

the observation of Amar dairy – Amreli inside and outside the district.

Table 5.2 shows the name of the units with its cooling capacity per day.

Table 5.2: List of BMC’s of Amar dairy with its capacity

Sr. No. Name of BMC Centre Capacity
1 Anida (Vadia-Kunkavav) 8000 Litres
2 Babra 8000 Litres
3 Bagasara 10000 Litres
4 Dhari 10000 Litres
5 Dhokadva (Gir Gadhada) 10000 Litres
6 Gir Gadhada 10000 Litres
7 Ingorala (Khambha) 10000 Litres
8 Kotadapitha (Babra) 8000 Litres
9 Lalka (Babra) 13000 Litres
10 Malshika (Dhari) 10000 Litres
11 Moradiya (Sutrapada) 10000 Litres
12 Mota Devaliya (Babra) 10000 Litres
13 Nana Rajkot (Lathi) 10000 Litres
14 Pipalva (Khambha) 10000 Litres
15 Rajula 10000 Litres
16 Savar Kundla 10000 Litres
17 Talala 10000 Litres
18 Untwad (Babra) 6000 Litres
19 Veraval 10000 Litres

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5.4.3 Automatic Milk Collection System

Amar dairy has installed total 592 AMCS at village level DCS to

sustain honesty between milk producers and the co-operative societies.

The set of AMCS includes automatic fat testing machine, computer,

printer and a weighing scale. Due to AMCS, the milk producer

immediately gets a printed slip of weight, percentage of fat and price of

his milk. AMCS also helpful for the DCS to keep record of all the milk

pouring members, quantity of milk purchase, payment made to the milk

producers etc.

5.4.4 Milk Flow Pattern

 Milk producing farmers milking the milch animals.

 Milk producers used milking machine for milking the

crossbred cow.

 Involvement of female members in DCS at village level.

 Flow of fluid milk at village level dairy co-operatives.

 Rural woman DCS operates through AMCS.

 Dairy co-operative society loading the milk cans on the route

vehicle of the union.

 Entry of milk route vehicle in the campus of dairy plant.

 Milk route vehicles waiting for the unloading of milk cans at

the dairy plant campus.

 Milk tankers / vehicles being unloaded at the dairy plant.

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5.4.5 Milk Processing

1)

Farmer

Milk the healthy cow & buffalo

2)

Bulk Milk Cooler

Raw milk is collected, tested and then cooled to 4 o C for transportation

3)

Processing and Packing

Milk is pasteurised & chilled for packaging

88
 4)

Milk Distribution

Superior milk quality products are distributed to stores

5)

Consumers

Enjoy the Products and stay healthy

5.5 PRODUCTS OF THE DAIRY

At the end of March 2018, the Amar dairy – Amreli preparing total

9 various products under the brand name of Amul, namely Amul Ghee,

Amul Buttermilk, Amul Taaza, Amul Gold, Amul Chai Maza,

Amul T - Special, Amul Slim ‘N’ Trim, Amul Lite and Amul Masti Dahi.

Details of each product with its specifications, features, applications and

availability in the markets / segments are mentioned ahead in this chapter.

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5.5.1 Amul Ghee

5.5.1.1 Product Details

Product Name Amul Ghee

Pouch: 500 ml and 1 Ltr
Tin: 200 ml, 500 ml, 1 Ltr, 2 Ltr and 5 Ltr
Packing Refill: 200 ml, 500 ml and 1 Ltr
PET Jar: 200 ml, 500 ml and 1 Ltr
Bulk Pack: 10 Kg Plastic Bucket and 15 Kg Tin

5.5.1.2 Product Specifications

Composition Fat 99.7% (Min.), Moisture 0.3% (Max.)

Energy 814 kcal

Energy from Fat 814 kcal
Total Fat 90.5 g
*
Nutritional Information
Saturated fat 58 g
(Amount per 100 ml)
Cholesterol 190 mg
Sodium 0 mg
Total Carbohydrate 0 mg

90
 Sugar 0g
Protein 0g
Vitamin A 700 mcg
Not a significant source of Dietary Fibre,
Sugars, Vitamin C, Calcium and Iron.
(* Approximate Values)

Pouch Packing: 9 Months

Tin Packing: 12 Months
Shelf Life Refill Packing: 9 Months
Jar Packing: 6 Months
Bulk Packing: 12 Months
Storage Condition Dry and Cool Place

5.5.1.3 Product Features

 Ghee is very healthy product for the body of human being.

 1 table spoon of Ghee in a day maintains your mind strong and

physically fit body in this speedy life.

 It can also be consumed to improve the digestive process.

 It activates the movements of muscle, enhances the sense

organ, maintains the skin and improves the colour of skin.

 It is a very good source of power and provides energy to the

human body.

 The speciality of Amul Ghee is that, it is made from fresh and

quality cream and it has a rich aroma with granular texture.

 It is a cultural product made by Amul with experience of

decades. It is also a rich source of Vitamin A, D, E and K.

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5.5.1.4 Product Application

Amul Ghee is ideal for spread on parantha, chapati, thepla etc. It is

used for cooking, garnishing and also for making sweets.

5.5.1.5 Available in (Markets/Segments)

Amul Ghee is available in India as well as in other countries of the

world like Australia, Bahrain, Hong Kong, Japan, Oman, Qatar, Saudi

Arab, Singapore, Sri Lanka, UAE, USA etc. It is available in the segment

like kirana stores, modern format stores, Amul parlour, hotels and

restaurants.

5.5.2 Amul Buttermilk

5.5.2.1 Product Details

Product Name Amul Buttermilk

Description Pasteurised buttermilk meets the PFA standards.
Packing Pouch Pack: 500 ml and 6 Ltr

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5.5.2.2 Product Specifications

Composition Fat 1.0%, SNF 5.5%, Acidity 0.8% (Max.)

Energy 26 kcal
Energy from Fat 9 kcal
Total Fat 1g
Saturated Fat 0.5 g
Cholesterol 3 mg
Total Carbohydrate 2.3 g
Added Sugar 0g

Nutritional Information * Protein 2.1 g

(Amount per 100 ml) Calcium 91 mg
Sodium 30 mg
Phosphorous 79 mg
Thiamine 25 mcg
Riboflavin 73 mcg
Niacin 61 mcg
Folic acid 4.5 mcg
(* Approximate Values)

48 hours from the date of packing if kept

Shelf Life
under refrigeration below 8°C
Storage Condition Under Refrigeration (Below 8°C)

5.5.2.3 Product Features

 It is made under very hygienic and clean atmosphere.

 Scientific bacterial culture presents in Amul Buttermilk

strengthen the digestive process.

93
  It is usually packed in pouches and readily available at Amul

milk outlets spreads in all over the country.

 Buttermilk is traditionally known as Chhash in Gujarat and

Madhya Pradesh, Mattha in Uttar Pradesh and Delhi, Tak in

Maharashtra and Ghol in West Bengal.

5.5.2.4 Product Application

 Drink a glass of buttermilk early in the morning instead of tea

or coffee, it will helps in the digestion process.

 One can replace the soup by buttermilk; it will provide a

dietary advantage.

 Drink a glass of buttermilk after the meal for a smooth

digestive function.

 For preparing Dal, just give a Tadka to the buttermilk.

 Treat your guest with a glass of buttermilk after mixing some

coriander cumin and salt in to it.

 One can also make a Besan Kadhi by using the buttermilk.

5.5.2.5 Available in (Markets/Segments)

Amul Buttermilk is available in all over the India as well as in

other countries like Australia, Bahrain, Hong Kong, Japan, Oman, Qatar,

Saudi Arab, Singapore, Sri Lanka, UAE, USA etc. It is available in

94
segment like kirana stores, modern format stores, Amul parlour, hotels and

restaurants.

5.5.3 Amul Taaza

5.5.3.1 Product Details

Product Name Amul Taaza

Pasteurised Amul milk meets the PFA standards
Description
for the respective type of milk.
Poly Pack: 200 ml, 500 ml, and 6 Ltr #
Packing
(# In selected market only)

5.5.3.2 Product Specifications

Composition Fat 3.0% (Min.), SNF * 8.5% (Min.)

Serving Size 200 ml

Energy 58 kcal
Nutritional Information *
Amount per 100 ml Energy from Fat 27 kcal
(* Approximate Values)
Total Fat 3g
Saturated Fat 1.9 g

95
 Cholesterol 8 mg
Total Carbohydrate 4.7 g
Protein 3.1 g
Calcium 150 mg
Phosphorus 130 mg
Sodium 50 mg
Thiamine 42.5 mcg
Riboflavin 120 mcg
Niacin 100 mcg
Folic Acid 7.5 mcg
Vitamin A (Retinol) 32 mcg

48 hours from the date of packing if

Shelf Life
kept under refrigeration below 8°C
Storage Condition Under Refrigeration (Below 8°C)

5.5.3.3 Product Features

 Milk from the house of Amul is very hygienic fluid milk

available in the market.

 It is pasteurized in state of the art processing plants and

packed in a pouch to make it easily available to the customers.

5.5.3.4 Product Application

Amul Taaza milk is ideal for direct consumption and also used for

making coffee, tea, buttermilk, curd, ghee, sweets, etc.

96
5.5.3.5 Available in (Markets/Segments)

Amul Taaza milk is available in all over the Gujarat, and other

cities like Mumbai, Nagpur, Nasik, Pune, Bhopal, Indore, Raipur, Aligarh,

Allahabad, Agra, Kanpur, Lucknow, Meerut, Ajmer, Jaipur, Jodhpur, Pali,

Pushkar, Udaipur, Delhi & NCR, Kolkata, Asansol etc. It is available in

segment like kirana stores, modern format stores, Amul parlour, hotels and

restaurants.

5.5.4 Amul Gold

5.5.4.1 Product Details

Product Name Amul Gold

Pasteurised Amul milk meets the PFA standards for
Description
the respective type of milk.
Packing Poly Pack: 500 ml, 6 Ltr # (# In selected market only)

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5.5.4.2 Product Specifications

Composition Fat 6.0% (Min.), SNF * 9.0% (Min.)

Serving Size 200 ml

Energy 87 kcal
Energy from Fat 54 kcal
Total Fat 6g
Saturated Fat 3.7 g
Cholesterol 16 mg
Total Carbohydrate 5.0 g
*
Nutritional Information Protein 3.3 g
Amount per 100 ml
(* Approximate Values) Calcium 150 mg
Phosphorus 130 mg
Sodium 50 mg
Thiamine 42 mcg
Riboflavin 120 mcg
Niacin 100 mcg
Folic Acid 7.5 mcg
Vitamin A (Retinol) 65 mcg

48 hours from the date of packing if kept

Shelf Life
under refrigeration below 8°C
Storage Condition Under Refrigeration (Below 8°C)

5.4.4.3 Product Features

 Milk from the house of Amul is very hygienic fluid milk

available in the market.

 It is pasteurized in state of the art processing plants and

packed in a pouch to make it easily available to the customers.

98
5.5.4.4 Product Application

Amul Gold milk is ideal for direct consumption and also used for

making coffee, tea, buttermilk, curd, ghee, sweets, etc.

5.5.4.5 Available in (Markets/Segments)

Amul Gold milk is available in all over the Gujarat, and other cities

like Mumbai, Nagpur, Nasik, Pune, Bhopal, Indore, Raipur, Aligarh,

Allahabad, Agra, Kanpur, Lucknow, Meerut, Ajmer, Jaipur, Jodhpur, Pali,

Pushkar, Udaipur, Delhi & NCR, Kolkata, Asansol etc. It is available in

segment like kirana stores, modern format stores, Amul parlour, hotels and

restaurants.

5.5.5 Amul Chai Maza

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5.5.5.1 Product Details

Product Name Amul Chai Maza

Pasteurised homogenised Amul milk meets the PFA
Description
standards for the respective type of milk.
Packing Poly Pack: 500 ml # and 1 Ltr # (# In selected market only)

5.5.5.2 Product Specifications

Composition Fat 3.0% (Min.), SNF 8.5% (Min.)

Serving Size 200 ml

Energy 58 kcal
Energy from Fat 27 kcal
Total Fat 3g
Saturated Fat 1.9 g
Cholesterol 8 mg
Total Carbohydrate 4.7 g
Protein 3.1 g
Nutritional Information *
Calcium 150 mg
(Amount per 100 ml)
Phosphorus 130 mg
Sodium 50 mg
Thiamine 42 mcg
Riboflavin 120 mcg
Niacin 100 mcg
Folic Acid 7.5 mcg
Vitamin A (Retinol) 32 mcg
(* Approximate Values)

48 hours from the date of packing if

Shelf Life
kept under refrigeration below 8°C
Storage Condition Under Refrigeration (Below 8°C)

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5.5.5.3 Product Features

 Milk from the house of Amul is very hygienic fluid milk

available in the market.

 It is pasteurized in state of the art processing plants and

packed in a pouch to make it easily available to the customers.

5.5.5.4 Product Application

Amul Chai Maza milk is ideal for direct consumption and also used

for making coffee, tea, buttermilk, curd, ghee, sweets, etc.

5.5.5.5 Available in (Markets/Segments)

Amul Chai Maza milk is available in all over the Gujarat, and other

cities like Mumbai, Nagpur, Nasik, Pune, Bhopal, Indore, Raipur, Aligarh,

Allahabad, Agra, Kanpur, Lucknow, Meerut, Ajmer, Jaipur, Jodhpur, Pali,

Pushkar, Udaipur, Delhi & NCR, Kolkata, Asansol etc. It is available in

segment like kirana stores, modern format stores, Amul parlour, hotels and

restaurants.

101
5.5.6 Amul T - Special

5.5.6.1 Product Details

Product Name Amul T – Special

Description Dairy Whitener
Packing Rs. 10 Pack and 1 Kg Pouch

5.5.6.2 Product Specifications

Composition Partly Skimmed Milk and Sucrose

Energy 460 kcal

Total Fat 20 g
Saturated fat 13 g
Nutritional Information *
Amount per 100 g Trans Fat 1g
(* Approximate Values) Total Carbohydrate 50 g
Added Sugar 180 g
Protein 20 g
Calcium 820 mg

102
 Vitamin A 700 mcg

Shelf Life 12 Months

Storage Condition Ambient Room Temperature

5.5.6.3 Product Features

 It is a premium dairy whitener from the house of Amul, which

is a new product in its milk powder portfolio.

 It is produced in state of the art fully automatic and ultra

modern powder plant that provides a fine solubility and a good

taste in to the product.

5.5.6.4 Product Application

Amul T - Special dairy whitener is ideal for making coffee and tea.

After reassemble as per the directions, 1 Kg of Amul T - Special gives 8

litres of sweetened toned milk mix.

5.5.6.5 Available in (Markets/Segments)

Amul T - Special dairy whitener is available only in Nagaland and

Port Blair. It is available in segment like kirana stores, modern format

stores, Amul parlour, hotels and restaurants.

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5.5.7 Amul Slim ‘N’ Trim

5.5.7.1 Product Details

Product Name Amul Slim ‘N’ Trim

Pasteurised Amul milk meets the PFA standards
Description
for the respective type of milk.
Packing Poly Pack: 200 ml and 250 ml

5.5.7.2 Product Specifications

Composition Fat 1.5% (Min.), SNF * 9.0% (Min.)

Energy 45.9 kcal

Total Fat 1.5 g
Saturated Fat 1g
Nutritional Information *
Amount per 100 ml Trans Fat 0g
(* Approximate Values) Total Carbohydrate 5 g
Added Sugar 0g
Protein 3.1 g
Calcium 108 mg

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 48 hours from the date of packing if kept
Shelf Life
under refrigeration below 8°C
Storage Condition Under Refrigeration (Below 8°C)

5.5.7.3 Product Features

 Milk from the house of Amul is very hygienic fluid milk

available in the market.

 It is pasteurized in state of the art processing plants and

packed in a pouch to make it easily available to the customers.

5.5.7.4 Product Application

Amul Slim ‘N’ Trim milk is ideal for direct consumption and also

used for making coffee, tea, buttermilk, curd, ghee, sweets, etc.

5.5.7.5 Available in (Markets/Segments)

Amul Slim ‘N’ Trim milk is available in all over the Gujarat, and

other cities like Mumbai, Nagpur, Nasik, Pune, Bhopal, Indore, Raipur,

Aligarh, Allahabad, Agra, Kanpur, Lucknow, Meerut, Ajmer, Jaipur,

Jodhpur, Pali, Pushkar, Udaipur, Delhi & NCR, Kolkata, Asansol etc. It is

available in segment like kirana stores, modern format stores, Amul

parlour, hotels and restaurants.

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5.5.8 Amul Lite

5.5.8.1 Product Details

Product Name Amul Lite

Description A Low Fat Low Cholesterol Bread Spread
Packing 200 gm and 5 Kg

5.5.8.2 Product Specifications

Fat: 59 - 70%, Milk Fat: 10%,

Composition Vegetable Oils: 49 - 60% and
Cholesterol: 0.0025%

Energy 535-635 kcal

Energy from Fat 530-630 kcal
Total Fat 59-70 g
Nutritional Information *
Saturated Fat 30-35 g
(Amount per 100 g)
Mono Unsaturates 22-26 g
Poly Unsaturates 6-7 g
Conjugated Linoleic Acid 300 mg

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 Cholesterol 2.5 mg
Trans Fat 0g
Total Carbohydrate 1g
Added Sugar 0g
Sodium 650 mg
Added Vitamin A 900 mcg
Added Vitamin D 5 mcg
Not a significant source of Dietary
Fibre and Iron.
(* Approximate Values)

Best before 9 months when stored under

Shelf Life
refrigeration below 10°C
Storage Condition Under Refrigeration (Below 10°C)

5.5.8.3 Product Features

 Amul Lite is low cholesterol and low fat spread which

provides the happiness of vegetable oils and milk together.

 It is the only Low Fat Grade spread available in our country.

 It includes Conjugated Linoleic Acid, which support in the

reduction of body fat.

 One can maintain the shape of the body without sacrificing the

taste, as Amul Lite is a low calorie product.

 It is very low in saturated fats and high in poly unsaturated

fatty acids which work for a healthy functioning of heart.

 As it is a low cholesterol and low fat product. It is especially

suited for aged persons and those who have any health

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 complications and the consumption of high cholesterol and

high saturated fat are prohibited.

 It includes Omega - 6 and Omega - 3 fats which helps in

maintaining the appropriate level of cholesterol.

 It is strengthen with Vitamin A and Vitamin D, which are

required for the good vision and healthy skin respectively.

 It is prepared in a fully automated and International Standards

Organization 9000 certified plant under hygienic conditions.

 It is also certified by Agmark for the quality purpose.

5.5.8.4 Product Application

Amul Lite is ideal for spread on bread, sandwich, and toast. It may

be used for topping on paranthas, pav-bhaji, pulao, soups etc. It is also

used in household baking like making of cake.

5.5.8.5 Available in (Markets/Segments)

Amul Lite is available across India in segment like all types of

modern format store, refrigerated retail outlet and Amul parlour.

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5.5.9 Amul Masti Dahi

5.5.9.1 Product Details

Product Name Amul Masti Dahi

Description Curd made from pasteurised toned milk
Poly Pack: 200 gm, 400 gm, 1 Kg and 5 Kg #
Packing
(# In selected markets only)

5.5.9.2 Product Specifications

Energy 62 kcal
Energy from Fat 28 kcal
Total Fat 3.1 g
Saturated Fat 1.9 g
Nutritional Information*
Cholesterol 8 mg
(Amount per 100 ml)
Total Carbohydrate 4.4 g
Added Sugar 0g
Protein 4.1 g
Calcium 183 mg

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 Phosphorus 158 mg
Sodium 61 mg
Thiamine 51.5 mcg
Riboflavin 146 mcg
Niacin 122 mcg
Folic Acid 9.2 mcg
Vitamin A (Retinol) 65 mcg
*Approximate Values

Poly pack: 7 days and Plastic cup: 15 days

Shelf Life
from the date of packing
Storage Condition Under Refrigeration (Below 8°C)

5.5.9.3 Product Features

 Dahi performs an essential role in dietary food and in making

of delightful dishes like dahi batata puri, dahi idli, dahi rice,

dahi raita, dahi wada and mughlai foods.

 It is ideal meal addition and is nutritious as well as delicious

by itself. It is also used to soak vegetarian as well as non

vegetarian dishes.

 It is popularly known for its nutritional properties.

 A fresh, creamy and best quality Amul Masti Dahi is used for

preparing great delicious dishes.

 Making fresh dahi is a time-consuming and cumbersome task

and can cause great embarrassment to the housewife when it is

not prepared properly.

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  Making of dahi at home or by any local vendors always been

varied in quality and culture used.

 Amul Masti Dahi is made in controlled conditions by

adjusting proper temperatures for growing useful bacteria and

to prevent the growth of hurtful bacteria.

 It is very tough to adjust and sustain controllable conditions at

the local dairy shop or at home.

 AMUL Masti Dahi is a pasteurised dahi available in the

market which is free from harmful bacteria.

 AMUL Masti Dahi is made with selected culture which having

pro health bacteria. This culture is prepared after in depth

research.

5.5.9.3.1 Superiority of Amul Masti Dahi

 Amul Masti Dahi is made from fresh and pure pasteurised

milk.

 It does not contain any preservatives and it is also free from

added sugar.

 It is made from a selected certified bacterial culture which

provides us a curd of good quality.

 It processed very hygienically and packed in a convenient

pouch and reusable plastic cup hence there is a less chances of

contamination.

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  It is on top in terms of taste and nutritional value.

 The live micro flora present in Amul Masti Dahi supports the

digestive process and improves the ability of immune system

to fight with harmful micro-organisms.

 It enhances the natural defence mechanism of human body and

helps to maintain the natural functioning of body.

 It is having a pro biotic nature includes live bacterial culture

which raises the milk digestibility. It helps in immediate

recovery from certain types of diarrhoea and skin infections.

 It contains all the goodness of milk such as carbohydrates, fat,

protein, minerals like calcium, iodine, magnesium,

phosphorous, zinc and vitamins.

 It contains the lactic acid which helps in absorption and

utilisation of minerals like calcium.

 It is a quality product from the house of Amul available at an

affordable price which provides the value for money.

5.5.9.4 Product Application

Amul Masti Dahi is ideal for the direct consumption, for making

dahi batata puri, dahi idli, dahi rice, dahi raita, dahi wada, lassi, and

mughlai foods. It is also used to soak the vegetarian as well as non

vegetarian dishes.

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5.5.9.5 Available in (Markets/Segments)

Amul Masti Dahi is widely available in all over the Gujarat and

other cities like Mumbai, Nagpur, Pune, Bhopal, Indore, Jaipur, Jodhpur,

Udaipur, Delhi and NCR, Western Uttar Pradesh, Raipur, Banglore,

Chennai etc. It is available in segment like kirana stores, modern format

stores, Amul parlour, hotels and restaurants.

5.6 QUALITY ASSURANCE

Amar dairy has assisted the village level primary DCS for obtaining

the License or Registration under Food Safety and Standards Act 2006,

Rules and Regulations 2011 in the year 2012. Almost all the DCS have

been applied for registration. This has been proved to be the first milk

union to apply for registration for its dairy co-operative societies in such a

large number.

From 2015 onwards, the dairy co-operative societies have been

exempted from the registration under above Rules and Regulations. Amar

dairy is implementing the requirements under Schedule 4 of the above

Regulations. The department of co-operative development and the

department of technical support service in collaboration with department

of quality control and quality assurance have taken actions to expand the

sampling and testing of milk at different stages to assure the quality of

milk as per the standard mention.

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 Amar dairy spreads the awareness in to the farmers for safe milk

production and request to follow the Schedule 4 of the Rule and

Regulations through its proper channel extension programs. The result of

misconduct in the Food and Safety Act, Rules and Regulations have been

properly clarify and also a translated copy of the Rules and Regulations in

local language has been given to all the village DCS.

5.7 SUPERVISION AND AUDIT

5.7.1 Supervision

Supervision of each and every DCS has being carried out by the

expert and professional staffs of the milk union. The supervision staffs are

classified into three to four various cadres on the basis of their experience

and qualification. They help the DCS to perform as per the rules and

regulations. They also support DCS in their financial as well as

administrative activities.

The supervision staffs assist the member farmers in borrowing the

suitable animal husbandry practices with appropriate breeding, feeding

and management system. They also assist in the organisation of new

village level primary DCS. The staffs who committed in various activities

like awareness meeting, milk production enhancement programme, project

implementation, society strengthening and different surveys were

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generally cooperates and complement with the audit staff of the milk

union.

5.7.2 Audit

Audit and Supervision Committee or a Board has been recognised

as per section 95 and rule 39A of Gujarat State Co-operative Societies Act

1961 in July 1981. As per the agreement between the Gujarat government

and the Indian Dairy Corporation for the execution of OF programme, the

Board is authorized to perform the audit activities of each DCS and the

milk unions. The Committee has hired more than 550 employees of

different cadres to fulfil the job. They work through a districts level milk

audit office, members of the audit committee meets every year and review

the process of the audit. The audit of milk union is done either tri-monthly

or six-monthly or annually based on the turnover of the milk union. The

system of re-audit also exists.

5.8 ANNUAL REPORT – AN OVERVIEW

After reviewing the annual reports of the dairy for the last 5 years

from 2013-14 to 2017-18, the following facts are obtained as arranged in

the table 5.3. It includes the number of DCS, total milk procurement

during the year with the bifurcation of cow’s and buffalo’s milk, average

milk procurement per day, the average price paid to milk producers in

Rs. per Kg. fat and Rs. per litre. Table 5.3 also gives the information on

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total milk purchase, total milk sale, by-product sale and the net profit gain

by the dairy during the study period.

Table 5.3: Data of annual reports of Amar dairy (2013-14 to 2017-18)

Sr. Years
Particulars
No. 2013-14 2014-15 2015-16 2016-17 2017-18
Number of
1 643 795 756 923 1225
DCS
Cow’s Milk
2 4467383 6408096 7290865 6194033 8917080
(Kg.)
Buffalo’s Milk
3 33994798 39699624 40283336 32357447 53646328
(Kg.)
Total Milk
4 Procurement 38462181 46107720 47574201 38551480 62563408
(Kg.)
Average Milk
5 Procurement 105376 126323 129984 105620 171406
per day (Kg.)
Avg. Price
Paid to Milk
6 485.68 544.45 531.85 575.47 604.03
Producers
(Rs./Kg. Fat)
Avg. Price
Paid to Milk
7 31.48 33.94 32.75 35.88 38.42
Producers
(Rs./Ltr.)
Milk Purchase
8 12101.68 15648.09 15810.65 13850.33 24038.31
(Rs. in Lakh)
Milk Sale
9 13112.17 17045.19 17300.11 14504.64 23348.07
(Rs. in Lakh)
By-product
10 Sale 5.60 6.83 7.35 1533.11 5066.62
(Rs. in Lakh)
Net Profit
11 236.5 258.52 327.23 316.10 113.98
(Rs. in Lakh)
Source: Annual Reports of Amar Dairy – Amreli (2013-14 to 2017-18)

The detailed analysis and interpretation of table 5.3 is presented in

the next chapter of this thesis.

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5.9 CUSTOMERS

The Amul model has supported our country to arise as the highest

milk producing country across the world. By the end of March 2018, total

of around 16 million milk producing farmers poured their milk in 1.85

lakh DCS spreads in all over the India. Their milk is processed in 218

district level milk unions and marketed by 28 state level marketing

federations, assuring a satisfactory life for millions o customers.

5.10 VETERINARY SERVICES AND BREEDING

5.10.1 Emergency Animal Health Care Services

For providing health coverage to the animals of the milk producers

of the Amreli districts, a weekly animal health care mobile routes and

emergency visit routes were started early in the year of 1982 and it is

operated from headquarter.

Then in the year of 1989, the animal health care services were more

redistributed. Weekly mobile routes were stopped and a new organisation

of animal health care micro centres initiated for supplying fast emergency

animal health care service. Every micro centre covered 60 to 70 dairy

co-operative societies falling under the radius of 15 kilometres from the

centre. In each micro centre at least 2 qualified veterinary doctors are

appointed and assigned with a motorbike.

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 The doctors received the visit calls from their limited area and

attend it on the basis of severity of the case. The Amreli District

Co-operative Milk Producers Union was first to apply the animal health

care micro centre concept, by redistributed the veterinary services, it

becomes better and faster.

Veterinary Services Provided by Amar Dairy

The doctors are handed over with the cell phones for assuring their

24 hours availability. The emergency visit calls can be attended within 4

hours of registration. After the stoppage of weekly animal health care

mobile routes, the infrastructure for first aid services of animal at village

level was empowered and numbers of first aid workers were trained well

at village level to supply the first aid services for treating the ill animals

at farmer’s door.

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5.10.2 Vaccination Services

For the control and prevention of the diseases like Foot and Mouth

diseases, Hemorrhagic Septicaemia, Black Quarter, Theilariasis etc. the

mass vaccination campaigns are arranged annually.

Mass vaccination campaign against the Foot and Mouth diseases are

organised once every year generally in December to January. Oil adjuvant

vaccine is used. The animals are vaccinated by the village level well

trained vaccinators under the guidance of animal doctors. The first

vaccination is applied on attaining the age of 3 months then the booster

dose is given on attaining the age of 6 months and then after every year.

For the control and prevention of diseases like Haemorrhagic

Septicaemia and Black Quarter, a district level department of animal

husbandry from Gujarat government set up a vaccination programme with

the help of field staff and dairy co-operative societies affiliated to the milk

union. The crossbred cows are vaccinated against the disease like

Theilariasis by the milk union, whenever necessary.

5.11 CATTLE FEED AND ITS DISTRIBUTION

It was founded that the milch animals do not get some of the

essential nutrients from the traditional feeding practices, which are

required for normal body functioning, effective production of milk and

better reproduction. Milk producing farmers generally feed their animals

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whatever is available to them, and then the animals are not gaining

sufficient nutrition. So the animals do not supply milk as per the

potentiality and also the milch animals do not come in heat at a regular

interval of time. A balanced diet is required to milk animals with the

appropriate mixing of carbohydrate, fat, fibre, minerals, protein and

vitamins to provide proper nutrition, to attain maximum production of

milk and to come in heat regularly.

Farmers cannot manufacture proper cattle feed at their home

because they are not aware of feed formulation technique. Besides this

many different types of cattle feeds are available in the markets which are

very expensive and it does not contain adequate amount of nutrients

required to milch animals. In such situations, the founder leaders of the

Amar dairy Mr. Dileepbhai Sanghani, Mr. Parshottambhai Rupala and

current chairman of the dairy Mr. Ashwinbhai Savaliya dream to have

their own cattle feed plant in the district to produce stable cattle feed.

for the betterment of member farmers Amar dairy has introduced a

new cattle feed plant with daily production capacity of 300 metric tonnes

(expandable to 500 metric tonnes) along with the by-pass protein facility

to produce proper cattle feed popularly known as Amar Dan with all

required nutrients. The production of Amar Dan began on 1 st of June 2016.

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 Cattle Feed Farm of Amar Dairy

5.11.1 Benefits of Amar Dan

50 Kg Bag of Amar Dan

Constant feeding of Amar Dan supplies all the necessary nutrition

to the milch animal which leads to;

 Increase in the animal immunity.

 Improvement in production of milk.

 Growth in the milk fat.

 Regularisation of the reproduction cycle and animal come into

heat regularly.

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  Prevention from the metabolic diseases and deficiency

syndrome.

 Improvement in the complete health of milch animals.

5.11.2 Ingredients of Amar Dan

Amar Dan in the Form of Pellets

Amar Dan is produced in pellet forms and it includes the following

ingredients as per requirement and availability as shown in table 5.4.

Table 5.4: List of ingredients used to prepare a cattle feed - Amar Dan
Sr. No. Ingredients
1 By-pass Fat
2 De Oil Rice Bran (DORB)
3 Grains
4 Grounded Salt
5 Mineral Mixtures
6 Molasses
7 Oil Seed Extracts
8 Rice Polish Fine
9 Toxin Binders
10 Various types of broken grains and cereals
11 Vitamins
Source: https://amrdairy.com

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5.11.3 Nutritive Value of Amar Dan

Table 5.5 shows typical characteristic of feed as per Bureau of

Indian Standards type II.

Table 5.5: Nutritive value in 50 Kg bag of Amar Dan

Parameters Dry matter basis
Crude Protein 20% Min.
Crude Fibers 12% Max.
Moistures 11% Max.
Silica 4% Max.
Ether Extracts 2.5% Min.
Salt 2% Max.
Available Phosphorus 0.5% Min
Calcium 0.5% Min
Toxin Binders 9
Vitamins 5000 IU Min.
Source: https://amrdairy.com

5.11.4 Distribution of Amar Dan

Amar Dan is distributed at subsidised rate directly to farmer’s

doorstep via dairy co-operative societies and the charges for Amar Dan is

retrieved from next bill payment of milk in the dairy co-operative

societies therefore there is no need to invest fund in advance by the

farmers.

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