the_assasin

aadil.2006

New member
[B]Introduction



Amul, formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 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. 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 one of the largest milk producers in the world. It is also the world's biggest vegetarian cheese brand.
Amul's product range includes milk powders, milk, butter, ghee, cheese, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade
Amul is the largest food brand in India with an annual turnover of US $868 million (2005-06) [4]. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million litres/day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. 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. (Turnover: Rs. 37.74 billion in 2005-06). Today Amul is a symbol of many things. Of 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' organisation. And of a proven model for dairy development.
The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity
Over five decades ago, the life of an average farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. Private traders and middlemen controlled the marketing and distribution system for the milk. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work as a cooperative.




THE CHAIRMAN










Verghese Kurien (born November 26, 1921 at Kozhikode, Kerala) is called the father of the White Revolution in India. He is also known as the Milkman of India.
He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF). GCMMF is an apex cooperative organization that manages the Amul food brand. He is recognised as the man behind the success of the Amul brand.He is credited with architecting Operation Flood -- the largest dairy development program in the world. Kurien, set up the Anand model of cooperative dairy development, engineered the White Revolution in India, and made India the largest milk producer in the world.
Kurien graduated with Physics from Loyola College, Madras in 1940 and then did B.E. (Mech) from the University of Madras. After passing out of the University, he joined the Tata Steel Technical Institute, Jamshedpur from where he graduated in 1946. He then went to USA on a government scholarship to earn his Master of Science in Mechanical Engineering (with distinction) from Michigan State University.
When he came back to India, he was posted as a dairy engineer at the government creamery, Anand, in May 1949. Around the same time, the infant cooperative dairy, Kaira District Cooperative Milk Producers' Union Limited (KDCMPUL), -- now famous as Amul -- was fighting a battle with the Polson Dairy, which was privately owned. Young Kurien, fed up with being at the government creamery, which held no challenge, volunteered to help Shri Tribhuvandas Patel, the Chairman of KDCMPUL, to set up a processing plant. This marked the birth of AMUL.
Kurien has since then built this organization into one of the largest and most successful institutions in India. The Amul pattern of cooperatives had been so successful, in 1965, then Prime Minister of India, Shri Lal Bahadur Shastri, created the National Dairy Development Board (NDDB) (NDDB) to replicate the program on a nationwide basis citing Kurien's "extraordinary and dynamic leadership" upon naming him chairman.

Awards
For his contribution to the dairy industry, Kurien has received top awards not only in India but also overseas.
• 1963 Ramon Magsaysay Award for Community Leadership
• 1965 Padma Shri
• 1966 Padma Bhushan (from president Sarvepalli Radhakrishnan)
• 1986 Krishi Ratna Award (by the President of India)
• 1986 Wateler Peace Prize Award (of Carnegie Foundation )
• 1989 World Food Prize Laureate
• 1993 International Person of the Year (by the World Dairy Expo, Madison, Wisconsin, USA)
• 1999 Padma Vibhushan

GCMMF Today
GCMMF is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products, which are good value for money. GCMMF markets and manages the Amul brand. From mid-1990's Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time - primarily due to the price differential and the brand name. It also entered the Pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees.
Members: 12 district cooperative milk producers' Union
No. of Producer Members: 2.5 million
No. of Village Societies: 11,962
Total Milk handling capacity: 9.91 million litres per day
Milk collection (Total - 2005-06): 2.28 billion litres
Milk collection (Daily Average 2005-06): 6.3 million litres
Milk Drying Capacity: 511 metric Tons per day
Cattlefeed manufacturing Capacity: 2340 Mts per day

Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850

THE MASCOT





The Amul baby
Since 1967[6] Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul. The mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been for other product like ghee and milk.She is probably one of the most enduring mascots in the world.




List of Amul products
Amul, a dairy cooperative company, markets a wide range products including milk powders, milk, butter, ghee, cheese, chocolate, ice cream, cream, Nutramul brand and others making it largest food brand in India with an annual turnover of US $868 million (2005-06). The complete listing is below.


Contents
Breadspreads
• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter
Cheese Range
• Amul Pasteurized Processed Cheddar Cheese
• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese)
• Utterly Delicious Pizza
Mithaee Range (Ethnic sweets)
• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Gulabjamun Mix
• Amul Mithaee Kulfi Mix
• Avsar Ladoos
UHT Milk Range
• Amul Shakti 3% fat Milk
• Amul Taaza 1.5% fat Milk
• Amul Gold 4.5% fat Milk
• Amul Lite Slim-n-Trim Milk 0% fat milk
• Amul Shakti Toned Milk
• Amul Fresh Cream
• Amul Snowcap Softy Mix
Pure Ghee
• Amul Pure Ghee
• Sagar Pure Ghee
• Amul Cow Ghee
Infant Milk Range
• Amul Infant Milk Formula 1 (0-6 months)
• Amul Infant Milk Formula 2 ( 6 months above)
• Amulspray Infant Milk Food
Milk Powders
• Amul Full Cream Milk Powder
• Amulya Dairy Whitener
• Sagar Skimmed Milk Powder
• Sagar Tea and Coffee Whitener
Sweetened Condensed Milk
• Amul Mithaimate Sweetened Condensed Milk
Fresh Milk
• Amul Taaza Toned Milk 3% fat
• Amul Gold Full Cream Milk 6% fat
• Amul Shakti Standardised Milk 4.5% fat
• Amul Slim & Trim Double Toned Milk 1.5% fat
• Amul Saathi Skimmed Milk 0% fat
• Amul Cow Milk
Curd Products
• Yogi Sweetened Flavoured Dahi (Dessert)
• Amul Masti Dahi (fresh curd)
• Amul Masti Spiced Butter Milk
• Amul Lassee
Amul Icecreams
• Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
• Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
• Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

• Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)
• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
Chocolate & Confectionery
• Amul Milk Chocolate
• Amul Fruit & Nut Chocolate
Brown Beverage
• Nutramul Malted Milk Food
Milk Drink
• Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
• Amul Kool Cafe
Bread Spreads

Amul Butter
Utterly Butterly Delicious
Amul Lite
Low fat, low Cholesterol Bread Spread

Delicious Table Margarine
The Delicious way to eat healthy



Powder Milk

Amul Spray Infant Milk Food
Still, Mother's Milk is Best for your baby
Amul Instant Full Cream Milk Powder
A dairy in your home



Sagar Skimmed Milk Powder
Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.
Sagar Tea Coffee Whitener




Amulya Dairy Whitener
The Richest, Purest Dairy Whitener

Fresh Milk

Amul Fresh Milk
This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.
Amul Gold Milk




Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk




Amul Fresh Cream

Amul Kool Chocolate Milk




Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack




Amul Shakti Toned Milk

Amul Masti Spiced Buttermilk
Amul introduces the Best Thirst Quenching Drink

Cheese

Amul Pasteurised Processed Cheese
100% Vegetarian Cheese made from microbial rennet
Amul Cheese Spreads
Tasty Cheese Spreads in 3 great flavours..



Amul Emmental Cheese
The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma
Amul Pizza Mozzarella Cheese
Pizza cheese...makes great tasting pizzas!



Gouda Cheese


For Cooking

Amul / Sagar Pure Ghee
Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by diaries with decades of experience.
Cooking Butter




Amul Malai Paneer
Ready to cook paneer to make your favourite recipes!
Utterly Delicious Pizza




Mithai Mate
Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.
Masti Dahi


Desserts

Amul Ice Creams
Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.
Amul Shrikhand
A delicious treat, anytime.



Amul Mithaee Gulab Jamuns
Pure Khoya Gulab Jamums...best served piping hot.
Gulab Jamun Mix




Amul Chocolates
The perfect gift for someone you love.
Amul Lassee




Amul Basundi


Health Drink

Nutramul
Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.
Amul Shakti Health Food Drink
Available in Kesar-Almond and Chocolate flavours.












India's Amul soon in Australia, Japan

The Amul Brand which is part of the Rs 3,600 crore Gujarat Cooperative Milk Marketing Federation (GCMMF), is looking at entering the Japanese and Australian market. Delegations from both countries visited GCMMF recently. Amul is expected to enter the two new markets as early as in the next few months


The export of both processed food as well as value-added agricultural produce is likely to grow at a faster pace in the next five years, which will result in profits in bulk for the food processing industry of India. Milk production is expected to grow at an annual growth rate of five percent and should cross the target of 112 million tonne in the next few years.
Gujarat Co-operative Milk Marketing Federation Ltd(GCMMF) as India's largest food products marketing
organisation with annual sales turnover of Rs.2881 crores(US $ 650 million). They manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 19 affiliated dairy plants with a total milk handling capacity of 6.7 million litres per day. The total milkdrying capacity is 510 MT per day. GCMMF is also the largest exporter of dairy products from India. They manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. The product categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads, Fresh milk, UHT(Long life) Milk, Ice-ream and ethnic Indian sweets. Each of our products is a market leader in India.

GCMMF is the largest exporter of dairy products from India. They export products in consumer packs and bulk to USA, Singapore, UAE, Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc. The Perspective 2010 plan of the Dairy Board maps the future of dairying in India, setting realistic goals for Strengthening Cooperative Business, Production Enhancement, Assuring Quality, and creating a Information and Development Research. The plan was realized with the successful completion of the Operation Flood Programme and has been developed by the State Milk Marketing Federations and the Milk Producers' Cooperative Unions in consultations with the Dairy Board.The Perspective 2010 goals and strategies to meet them have been drawn by its actual implementers - Federation and Unions and supported by NDDB.


AMUL & MOVIES


The true test of success is not getting to the No.1 spot, but maintaining your position there. And if being No.1 translates into being creative, then Amul has been sitting pretty on this spot, since decades now.Be it any topic, and these guys have a take. And always a witty one, at that! Bollywood has been among their favorite targets. Over the years, the hoardings featuring the little Amul moppet have irked us, made us laugh and always made a hard hitting point. These sharp and witty one liners speak for themselves. Presenting to you some of their best takes on Bollywood,












Kurien quits as IRMA chairman

June 05, 2006 20:00 IST

Dr Verghese Kurien, father of the White Revolution in India, on Monday announced his decision to resign from the chairmanship of Institute of Rural Management, Anand (IRMA) in the wake of the growing dissent against him after occupying the post for almost 30 years."I have been at the helm for long. Time has come for me to make way for the younger blood to take over the reins and lead the organisation towards the future," Kurien told mediapersons in Mumbai."It is not possible to hold on to an office for such a long time. Others too have the right to occupy the chair. I should have done it long ago. But better late than never," Kurien said.IRMA was set up to support institutions like Amul. Today there are more than 11 million cooperative dairy farmers all over India under the Amul-model dairy cooperatives."I stepped down from the Chairmanship of National Dairy Development Board (NDDB) in 1998, after being its founder-chairman for 33 years. But I never drew any salary from NDDB as I always wanted to be an employee of the farmers, rather than the government," he said.Recently, Kurien resigned as the Chairman of Gujarat Cooperative Milk Marketing Federation (GCMMF) after being its co-founder-chairman for 32 years, "but having elected unanimously every year.""The highest monthly salary I ever drew from GCMMF was Rs 5,000, that too I stopped drawing 24 years ago, when I reached the age of 60 years," he said.
"And today I announce my decision to resign from the Chairmanship of IRMA Board of Governors. I will be sending my resignation when the IRMA Board meets on June 8," he said.In a media statement, Kurien said: "The genesis of IRMA was in response to the need of rural producers' organisations for professional managers -- intelligent young men and women who are fired by the desire to transform rural India and equipped with skills and knowledge of management education combined with development orientation.""In this short period IRMA has become a pioneer in the field of rural management and a pathfinder. For more than 57 years that I have been involved with development, I have worked from a simple premise: the farmers know what is best for them, what they need is professional support to help them achieve full development potential," he said."I believe that the success of AMUL, which triggered large-scale dairy development efforts making India the top milk producing country in the world today, can be repeated in many other fields. What we need to do is to help rural producers build institutions owned and controlled by them. When farmers' wisdom is combined with professional managerial skills, you witness a development miracle," he added."Unfortunately, barring a few, professionals from conventional management schools were neither willing nor had the orientation to work for rural organisations. IRMA was founded with this realisation and the two-year course in Rural Management was started to train young women and men to work for farmers and the rural poor. I believe that a co-operative -- an enterprise of, by and for users -- is the institution that can work best," he further said."IRMA trains the youth to be multi-faceted innovators and catalysts of rural change in the broadest sense of the term. IRMA's engagement with the rural sector has brought in more partners, NGOs, development organisations, funding agencies, and other member-controlled organisations. More than 2,000 rural management professionals trained by IRMA are now working in wide ranging rural organisations across the country and beyond. Since Independence India has made progress in many areas, in agricultural production, in dairy industry, in science and technology, in telecom and several other industries. But a lot remains to be done to take the fruits of development to the rural people," Kurien said in the statement.
"IRMA offers to train our youth for challenging careers in rural management, careers that would make a difference to the lives of the rural people. Careers in rural sector value the qualities of integrity, creativity and excellence in professionals while providing opportunities to build institutions and grow with them. Working for rural producers and the disadvantaged sections of the population is doubly rewarding for those who join IRMA and for the nation as well, and offers challenges. To those who have an enduring commitment and an earnest desire to equip themselves professionally to contribute to the cause of rural transformation, I would urge that they should consider joining IRMA," he said."I came to Anand (Gujarat) 57 years ago, to be precise, on Friday, May 13, 1949. The Government of India sent me to the Government Research Creamery at Anand on my return from the United States after my post-graduate studies at the Michigan State University. Since the Government of India had sent me to the United States on a scholarship, I was under obligation to serve for five years anywhere the government sent me," he said.
"Immediately after I came to Anand, I realized that there was hardly any work for me at the Research Creamery. And, Anand then was a sleepy small town with hardly any infrastructure. I could not get a place to stay; in fact being born Christian, a non-vegetarian and a bachelor, nobody was willing to rent me a house. I, therefore, had to stay in the garage of the dairy. I wanted to leave Anand. However, soon I was lucky to get in touch with great freedom-fighters like the founder-chairman of Amul, late Shri Tribhuvandas Patel and Shri Morarji Desai. Shri Tribhuvandas Patel for some reasons liked me and got me increasingly involved in the running of the Amul Dairy," Kurien said."The rest is history. By 1997 India had become the largest milk producing country in the world, surpassing the United States. Unlike many of the present day leaders, Tribhuvandas Patel was a great patriot and was genuinely concerned for the well being of farmers. For him, the co-operative was an article of faith. He was my Guru. Very soon, the faith in co-operatives also grew in me. I believed in the power of our people. . . our farmers. All the institutions I have been fortunate to be associated with believed in the power of our people," he said."Amul today is the largest food business in India, with an annual turnover of over Rs 3,500 (Rs 35 billion) crores. But, to me, Amul is a manifestation of what the small and marginal dairy farmers and landless labourers can achieve when they are given proper leadership and direction. Unfortunately, under the present liberalisation era, governments seem to give step-motherly treatment to peoples' organisations like co-operatives!"
"IRMA was set up to support institutions like Amul. Today, there are more than 11 million co-operative dairy farmers all over India under the Amul-Model dairy co-operatives. Dairying has become the single largest contributor to the agricultural economy of India, besides being the largest rural employment provider."
"I stepped down from the chairmanship of NDDB in 1998, after being its Founder-Chairman for 33 years. But I never drew any salary from NDDB as I always wanted to be an employee of the farmers, rather than the government."
"Recently I resigned as the chairman of GCMMF after being its founder-chairman for 32 years, but having been elected unanimously each year. The highest monthly salary I ever drew from GCMMF was Rs 5,000, that too I stopped drawing 24 years ago when I reached the age of 60.""And today I announce my decision to resign from the chairmanship of IRMA Board of Governors. I will be sending my resignation when the IRMA board meets on June 8, 2006.""To those who have not been so happy in my continuing in office, I only want to say one thing. Whatever positions I have held since my reaching the age of 60 were all honorary and elected positions. I enjoyed serving the organizations I helped to set up, because a large number of people wanted me to continue to serve the nation. But now, there are some people who are restless to occupy the positions I have held and waiting for my exit.""I wish them well. But I hope they will not tinker with the fundamental principles on which these institutions were built, nurtured and brought to their present stature," he concluded.







A PROJECT BY











INDEX

1} INTRODUCTION ON AMUL

2} HISTORY OF AMUL
3} THE CHAIRMAN { Verghese Kurien }
4} GCMMF Today
5} List of Amul products

1 Breadspreads
2 Cheese Range
3 Mithaee Range (Ethnic sweets)
4 UHT Milk Range
5 Pure Ghee
6 Infant Milk Range
7 Milk Powders
8 Sweetened Condensed Milk

9 Fresh Milk
10 Curd Products
11 Amul Icecreams
12 Chocolate & Confectionery
13 Brown Beverage
14 Milk Drink
15 Health Beverage

6} AMUL SOON IN AUSTRALIA AND JAPAN
7} AMUL & MOVIES
8} KURIEN QUITS AS IRMA CHAIRMAN
9}REFERENCE PAGE
REFERENCE PAGE……..

THE INFORMATIONS FOR THIS PROJECT HAVE BEEN COLLECTED FROM THE FOLLOWING SITES ON INTERNET

WWW.AMUL.COM
WWW.AMULINDIA.BIZ
WWW.AMULDOMAIN.COM
WWW.ETGMR.COM
WWW.AMULWIKIPEDIA.COM
WWW.AMUL.CO-OP.COM
WWW.EN.AMUL.ORG
WWW.NIC.AMUL.COM
WWW.THEAMULSAGA.COM
WWW.SIFY.AMUL.COM
WWW.AMUL&MOVIES.COM
[/B]
 
Back
Top