AMUL

Over the years, Amul has been contributing towards society by getting involved in
many CSR initiatives.

Tree Plantation Programme – For many years now, AMUL has been celebrating
the country’s Independence Day in a novel way by planting lakhs of saplings
across Gujrat. It has implemented its intent to work for the environment by
planting trees, making India green while contributing against Global Warming.
The milk makers of Gujrat Dairy lead mass ’Tree Ranch Drives’ each year this day
for thirteen years now. AMUL has planted around 733 lakhs trees on this journey.
It is astonishing that the milk makers who went out of their to start such a program
for the greater good of the society

.
Tribhuvandas Foundation – To give essential medical services to people in the
villages, AMUL has set up The Tribhuvandas Foundation. It satisfies the essential
medical care needs of the villages. Apart from giving essential treatment to
different regular afflictions, the Foundation is also effectively engaged in
advancing preventive wellbeing rehearses. It is unique in its approach as it is a
need-based program for villagers and is controlled by the villagers themselves. It
has spearheaded in huge scope execution of the idea of ‘Safe Delivery Kit’ in India
guaranteeing a clean and safe delivery of a pregnant mother. The Foundation in
association with Government of Gujarat, has made ‘Safe Delivery Kits’ available
to occupants of far off rustic insides, who otherwise would not have access to such
administrations from state or private offices. Tribhuvandas Foundation has gotten
one of Asia’s biggest network medical care specialist organizations covering more
than 700 towns. The Foundation endeavors to extend its reach further.
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Rural Sanitation Campaign – Amul Dairy has dispatched a novel plan for
absolute rural disinfection with the objective to make villages open-defecation free.
The Dairy with the help of District Rural Development Agency (DRDA) will give
intrigue free credits to its milk makers in Anand and Kheda districts to set up
‘pucca’ toilet blocks This will provide the women in the village the needed dignity
of enclosed defecation spaces and ensure cleanliness alongside. AMUL aims to
reach a ‘100%’ mark on offices with toilets in areas of its presence in a ‘five years’
period. The mission is not just about bringing a social change but empowering
clean practices in the villages they operate.

Amul’s vision is to see an informed, gifted, and solid youth in India who can
subsequently contribute towards building of the nation. With this idea, AMUL set
up “AMUL SCHLOAR’ for youngsters in 1992. Alongside this, Amul in
association with the Red Cross (India), initiated Blood donation campaigns since
1987. These camps are regularly conducted in rustic zones through Village Dairy
Co-operative Societies.
Amul in its continued endeavor to improve the socio-economic conditions of rural
people extended its expertise in implementation of the Swarnjayanti Gram
Swarozgar Yojana (SGSY) of The Government of India (Ministry of Rural
Development) on their Special Project on “Improving Socio-economic Conditions
of BPL Families of Kheda District through Animal Husbandry and Dairying” –
DAIRYING AS A TOOL FOR POVERTY ALLEVIATION.

In an era of global warming, Amul is contributing its share in making Gujarat lush
green. In this way, the milk producers of Gujarat are ushering in a silent revolution of
greening Gujarat.

The different CSR initiatives

1) CSR-sensitive Organisational Structure

AMUL is a three tier co-operative organisation. The first tier is the co-operative society at the
village, of which; milk producers are voluntary members, managing the co-operative through
a democratically elected 9-member managing committee, and doing business by purchasing
milk from members and selling it to the district level co-operative. There are more than
11,000 cooperatives in villages of Gujarat. The second tier is the district co-operative that
processes milk into milk products, markets locally and sells surplus to the state co-operative
for national and international marketing. There are 12 district co-operatives each being
managed by a 15-member board elected by the college comprising the nominated
representatives or chairmen of the village co-operatives. Third tier is the state level co-
operative - the Gujarat Co-operative Milk Marketing Federation (GCMMF) responsible for
national and international marketing of milk and milk products produced and sold to it. The
GCMMF is managed by the board democratically elected by and from amongst the chairmen
of the district co-operatives.
The entire three-tier structure with the GCMMF at its apex, is a unique institution because it
encompasses the entire chain from production of raw material to reaching the consumer with
the end product. Every function involves human intervention: 23.60 lakh primary milk
producers; 35,000 rural workmen in more than 11,400 village societies; 12,000 workers in 15
dairy plants; 750 marketing professionals; 10,500 salesmen in distribution network and
600,000 salesmen in retail network. Accumulation of human capital is sine qua non for the
development and growth of any enterprise or economy. The GCMMF is sensitive towards
CSR. It believes that technology and capital are replicable inputs but not the human capital.
Since men are the basis for achieving the CSR, the GCMMF lays emphasis on their
development into competent, courteous, credible, reliable, responsive communicators and
performers.

2) CSR-sensitive Business Philosophy

The first step towards discharging the CSR is the business philosophy of the GCMMF. It is
twofold: one, to serve the interests of milk producers and second, to provide quality products
to consumers as value for money. Evolution of an organisational system has ensured that
the corporate social responsibility towards the primary milk producers, village and the
ecological balance is fulfilled. The milk producers are paid for their milk in accordance with
market forces and realisation of value for their produce. Invariably the price paid to the
member-producers in Gujarat is higher by 15 per cent than the national average.

3) CSR-orientation To Distributors & Retailers

The GCMMF has identified the distributors and retailers are its important link in its vendor
supply chain. Through surveys the GCMMF found that 90% of the distributors do not get any
opportunity of exposure to latest management practices. The GCMMF realised that it was a
corporate social responsibility to strengthen the core business process of its distributors so
as to keep them in mainstream business and compete with those with formal training in
management. The GCMMF has developed and trained all its distributors through Value-
Mission-Strategy Workshops, competence building, Amul Yatra, Amul Quality Circle
meetings, computerisation, and electronic commerce activities. Competency Building
Module of the GCMMF is meant to infuse professional selling skills by making the
distributors and their salesmen aware of latest sales management tools and techniques;
enhance their knowledge of products; positioning and segmentation strategies for various
products. Under Amul Yatra the distributors and their salesmen are taken on a visit to
Anand. 
4 ]CSR-oriented To Staff
The GCMMF hires and trains people to take advantage over its competitors. It has developed in-
house modules for training and competence buil-ding to improve and up grade of their knowledge;
communication skills to understand the customer, be responsive to customer requirements, and
communicate clearly for trouble shooting of problems. They are expected to be courteous, frie-ndly,
respectful, and considerate to the customer.

5)

GREEN GUJARAT TREE PLANTATION CAMPAIGN

Amul Coops plant more than 311.98 lakhs trees Milk Producer members of Gujarat Dairy
Cooperatives- better known as AMUL have been celebrating the nation's Independence Day
in a novel manner by planting lakhs of saplings across Gujarat and have taken up an
ambitious plan to save the environment by planting trees, making India green and thereby
reducing the effects of global warming. The milk producers of Gujarat Dairy Cooperatives
are conducting mass tree plantation drive every year on Independence Day for last five
years. In last five years (2007 to 2011) the milk producers have planted around 311.98 lakhs
trees). The most striking feature of these entire programmes was that it has been initiated by
milk producer members of the dairy cooperatives. The unique fact about the programme was
that the milk producer members took up the oath to protect tree saplings till it survives and
grows into tree. Over the years, due to intensive agriculture and dairying various natural
resources are getting consumed at faster pace in Gujarat state of India.

Over the years, Amul has contributed to rural health and development through

Tribhuvandas Foundation. They have also established Swarnjayanti Gram
Swarozgar Yojana, a holistic self-employment programme in Kheda district. They
also successfully run tree plantation drives, blood donation camps and rural
sanitation programmes. They also provide scholarships through their Amul Scholar
schemes.

Kriya Mehta - 11
Shruti Mehta - 12
Kashifa sheikh - 17
Dhaval Gokani - 48