AMUL The Taste of India

Presented By Ms. C. Shivani , Mr. Goutam Dash , Ms. K. Jyoti Iyer,

ContentINTRODUCTION CSR in AMUL STAKEHOLDER ANALYSIS in AMUL CORPORATE GOVERNANCE in AMUL CONCLUSION

INTRODUCTION Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). The brand name Amul means AMULYA (suggested by a quality control expert in

Anand). This word derived form the Sanskrit word AMULYA which means PRICELESS. Amul has spurred the white revolution of India, Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world Amul has more than 150 chilling centers in various villages. Dr. Verghese Kurien, former chairman of the GCMMF the man behind the success of Amul

CORPORATE SOCIAL RESPONSIBILITY-THE AMUL WAYOrganizational StructureAMUL is a three tier co-operative organization

CSR-sensitive Business PhilosophyTo serve the interests of milk producers and To provide quality products to consumers as value for money.

CSR-orientation To Distributors & Retailers CSR-oriented To Staff

Is there REALLY a fortune at the bottom of the pyramid? CSR-OTHER ACTIVITIES Encourages woman to participate in dairy co-op societies. To develop and enhance leadership skills and qualities among women Amuls member unions organized three self managing leadership workshops at PRAJAPITA, BRAHMAKUMARIS, MOUNT ABU. 3100 women participated in this programme. Organization of AMUL YATRA in Anand.

AMUL RELIEF TRUST GCMMF formed a specific organization named Amul relief trust. Donation of 50 million given for reconstruction of the school building Trust reconstructed 6 schools for a cost of Rs 41.1 millions.

Stake Holder Analysis

1. Amul never forgot its primary customer Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate) 2. The vast and complex supply chain Hierarchical network of cooperatives Stretches from small suppliers to large fragmented markets. 3. Help the Supplier 4. Retail outlet across INDIA 5. COMPETITORS :- ITC limited , Parle Products Pvt. Ltd. , Agro Tech Foods , Cadbury India Ltd. PepsiCo India Holdings , Nestle India Pvt. Ltd. , Britannia Industries Ltd. , Hindustan Uni Lever Limited , Dabur India Ltd. Etc. 6. Technology and e-initiatives

CUSTOMERSKids Women Youth Calorie Conscious Health ConsciousAmul Kool Chocolate Milk , Nutramul Energy Drink , Amul Kool Millk Shaake Amul Calci +

Utterly Delicious Pizza , Amul Emmental Cheese , Amul Cheese Spread Amul Lite , Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk

Nutramul , Product for diabetic people Amul Shakti Health Food Drink

ADVERTISEME NT At Its BEST

CORPORATE GOVERNANCELEVEL MEMBER S

State Federati on

DECISIONMAKING Price paid to district unions (fixed across unions) Product mix and quantity Price paid to village cooperative societies Membership Price paid to milk suppliers

Distric t

Villag e

Channels of Communication Director massage in the WEBSITE Annual Report of AMUL Advertisement Website Amul TV

CONCLUSION1. 2. 3. 4. Inspiring Leadership and Consuming Values Building Networks Coordination for Competitiveness Technology for Effectiveness

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