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

Mr. Manas Das , Ms. Swetha Gothi

AMULThe Taste of India

ContentContent

INTRODUCTIONCSR in AMULSTAKEHOLDER ANALYSIS in AMULCORPORATE GOVERNANCE in AMULCONCLUSION

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 WAY

Organizational Structure AMUL is a three tier co-operative organization

CSR-sensitive Business Philosophy To 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

• Amul’s 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 INDIA5. 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

CUSTOMERS

KidsKids

WomenWomen

Calorie ConsciousCalorie Conscious

Health ConsciousHealth Conscious

YouthYouth

Amul Calci +

Amul Kool Chocolate Milk , Nutramul Energy Drink , Amul Kool Millk Shaake

Utterly Delicious Pizza , Amul Emmental Cheese , Amul Cheese Spread

Amul Lite , Sagar Skimmed Milk PowderAmul Lite Slim and Trim Milk

Nutramul , Product for diabetic peopleAmul Shakti Health Food Drink

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At Its BEST

CORPORATE GOVERNANCE

State Federation

District

Village

DECISION-MAKING

•Membership•Price paid to milk suppliers

•Price paid to village co-operative societies

•Price paid to district unions (fixed across unions)•Product mix and quantity

LEVEL MEMBERS

Channels of Communication

• Director massage in the WEBSITE

• Annual Report of AMUL• Advertisement• Website• Amul TV

CONCLUSION

1. Inspiring Leadership and Consuming Values

2. Building Networks3. Coordination for Competitiveness4. Technology for Effectiveness

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