HR POLICY OF AMUL (a middle level

sector)

INTRODUCTION
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in
India.

It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

AMUL

is based in Anand, Gujarat and has been a sterling example of a co-operative

organization's success in the long term. The Amul Pattern has established itself as a
uniquely appropriate model for rural development.

Amul

has spurred the White Revolution of India. It is also the world's biggest
vegetarian cheese brand. 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.

Key people:
MD - R.S Sodhi
CFO Rakesh Shukla
Headquarters at Gujrat in Anand
Total employees-1175

BUSINESS MODEL of
AMUL

The distribution network

Amul products are available in over 800,000 retail outlets across India
through its network of over 5,000 distributors. There are 65 depots with dry
and cold warehouses to buffer inventory of the entire range of products.
GCMMF transacts on an advance demand draft basis from its wholesale
dealers instead of the cheque system adopted by other major FMCG
companies. This practice is consistent with GCMMF's philosophy of
maintaining cash transactions throughout the supply chain and it also
minimizes dumping.

THE ULTIMATE
STRATEGY

The moppet who put Amul on India's breakfast table

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a
year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to
It. All because a thumb-sized girl climbed on to the hoardings and put a spell on the
masses.
The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the
advertising agency AS. The ads were designed as a series of hoardings with designs
relating to day-to-day issues. The brand recall for the Amul girl is phenomenal across
India today. And the biggest reason for this is the topical nature of the ads.The Amul
ads have witty one-liners which capture relevant events that have caught the fancy of
the nation.

HR POLICIES FOLLOWED BY AMUL

RECRUTMENT POLICY
Entry level qualification:
Below officers cadres-S.S.C / H.S.C Attendant Operator Dairy (AOD) G
Gr.Worker.Taken as apprentice under trade apprentice Act 1961 2/3 yrs
Apprenticeship, then based on their appraisal report, selected as temporary
worker. After total 5yrs of work, may be selected as G-Grade Worker.

2.

Professional Qualification E/F Grade Worker (Boiler Attendant).

3.

BA / B.COM / M.COM / M.A (general) MSW / MRM /MRS

M.E_Biz of Gujarat vidyapeeth and C Grade Worker similar Non
University Institutions.

4.

B.Sc / M.Sc / Diploma Engineers B Grade workers. Apprenticeship

Lab assistant for 1yr 3 months for B.SC & M.SC; 1yr for Diploma
Engg. Then 2/3 yrs as trainee technician, than based on appraisal
Appointed as Technician B Grade.

5. BBA Management Trainee for 1yrs Jr. Assistant.

1 yr as a trainee then appointed as senior officer. a) M.SC ( Agriculture ) /MRS /MRM /MSW
/MLW/MBA/ B.Tech (DT ) / MCA / M.E Biz. ( From recognized University
b) Inter CA /Inter ICWA / BE
1 yr as training period, then appointed as Dy. Sup. Deputy Superintendent
(c) CA/ICWA Superintendent
. NO training period, direct appointment. However, in case of fresh recruitment of candidates with
exceptional
qualification
form
reputed
Institutions
such
as
IIM/IIT/IRMA
Central Institution, consideration for appointment to Higher Grade be given due weight age, not
withstanding the above minimal requirements.
. In AMUL probation period is different for different type of employees.
. Probation period for officers is 12 months, 6 months for clerical employees and 3month for
workers.

TRAINING AND DEVELOPMENT

PROGRAMMES

VMS Workshops: This programme aims at to create a document on Vision, Mission

and Strategy for Village Dairy Co-operative Societies. This process has helped to
involve and develop dairy farmers for their future planning and review of the growth
thereby improve their income and quality of life.
Milk Day Celebration: This programme aims at bringing together all members,
including Chairman, Management Committee Members and respective producer
members of Dairy Co-operative Societies to identify and solve their problems.
Village Group Discussion: It aims at encouraging discussion among dairy farmers on
scientific animal husbandry practices and its application. The discussions are facilitated
by the Internal Consultant of District Union.
Self Managing Leadership Programme: Amul undertakes Self Managing Leadership
Programme for women resource persons through Brahmakumari Iswariya Vishwa
Vidyalaya at Mt. Abu to bring a value based approach in development process.
Amul Patrika: It is an in-house Newsletter distributed monthly to producer members
to strengthen their knowledge on scientific animal husbandry practices, quality of milk
and sharing success stories.

PERFORMANCE APPRAISAL

The AMUL adopts the following appraisal system Final confirmation with the
recommendation by the divisional heads comes from the MD on annual basis. His
work is evaluated by Check list Method of Performance Appraisal. These are a
various method used to appraise the performance of an employee.
Outstanding.
Good.
Satisfactory.
Poor.
The overall assessment is done through above rating and also the comment of
reviewing officer is included. This is provided by and under knowledge of under
Managing Director Generally in Amul on base of performance appraisal employee
of managerial level gets specials allowance. While for workers they get
promotions.