***Siddhartha Law College***

@Types of Decentralization@

Political Administrative Fiscal Market

Why Decentralisation? allow greater political representation for diverse political, ethnic, religious, and cultural groups in decision-making

relieve top managers in central ministries of "routine" tasks to concentrate on policy.

 create a geographical focus at the local level for coordinating national, state, provincial, district, and local programs more effectively and can provide better opportunities for participation by local residents in decision making. Decentralization may lead to more creative, innovative and responsive programs by allowing local "experimentation."

 It can also increase political stability and national unity by allowing citizens to better control public programs at the local level.

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERSUNION. This union selected the brand name AMUL in 1955. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. 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, Amul Shrikhand, 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).

The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere."The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amulya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited.

Ramsinh Prabhatsinh Parmar Rajendrasinh dhirsinh Parmar Dhirubhai Amarsinh Zala MansinhKohyabhai Chauhan Maganbhai Gokalbhai Zala Shivabhai Mahijibhai Parmar Pravinsinh Fulsinh Solanki Chandubhai Madhubhai Parmar Bhaijibhai Amarsinh Zala Bipinbhai Manishankar Joshi Smt Sarayuben Bharatbhai patel Shri Ranjitbhai Kantibhai Patel Shri B.M. Vyas Shri Deepak Dalal Shri Rahul Kumar

Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Managing- Director Didtrict Registar Managing- Director

There is no doubt in my mind that AMUL is a very reputed organization as per as efficiency and corporate effectiveness is concerned. But I think that there are some loopholes on which the company should work upon. So there are some recommendations according to me which are given below.
The company should improve the Supply Chain and Logistic Management.

The company should take care of the interests of the distributors basically .

AMUL should concentrate about the demanding products. The company should increase the availability of retail outlets mainly. The company must concentrate about the levels of segmentation . The company should take care of the Retailers and should provide facilities in case of Cooling and Freshness Affairs of the products.

Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.

Some time outlets and parlours owner did not give proper knowledge and time about my queries.
Respondent may not take it seriously and the questionnaire will remain half fill .

Respondents may become bias and may not give righteous information.
Sometimes there is gap between what people says and what they actually Do.

This project was a greater importance to me, I have learnt a lot in this project . This project shows me the way to work in the market .How to Communicate with different type of people. Learnt how to sell, how things work in Fast moving Consumer goods having Perishable nature of these product one need a excellent distribution network and carefully select market .

Milk marketing is full game of Branding . If branding of a product is done then the following things has to be taken into consideration like availability of Product, continuous change in the product as required by consumers and Third is price of the product according to satisfaction level of the people and last but not the least is the visibility of product and a promotional strategy to hit, peoples mind.