AMUL Company Introduction

AMUL Company IntroductionAMULThe Taste of India, a distinguish so distinctively Indian has been a part of our lives for nearly atomic number 23 decades now and still is able to touch a chord in our hearts. As a brand name AMUL has grown from being merely a differentiating factor to protect the interests of producers and consumers. AMUL inspired Operation Flood and heralded the neat Revolution in India. It began with two village cooperatives and 250 liters of draw per day, nonhing tho ooze comp bed to the flood it has become today. AMUL distri justes completely(prenominal)place a one million million liters of draw per day, it similarly collects and processes several(a) take out products, during the peak, on behalf of more than a jet village individually owned by half a million farmer members. AMUL too has become a symbol of the aspirations of millions of farmers.AMUL sprung from the seeds sown in the black soil of CHAROTAR, an area in the KAIRA district of Gujarat, as a cooperative movement to empower the milk producers. At that time POLSON dairy was the biggest buyer of the milk being produced in KAIRA. Polson was built on the bum of providing superior quality products to up-market consumers. However Polsons products were not the reason that take to the rise of AMUL, it was its exploitative practices that started the cooperative revolution. For several years the KAIRA cooperative supplied milk and allied products without a formal distribution network leave unaccompanied a brand name. The name Amul was most probably suggested by a quality retain expert in Anand. It was derived from Amulya, which in Sanskrit, Gujarati and many early(a) Indian languages, means priceless, and implies matchless excellence. The name was short, memorable and easily pronounced. It could besides serve as an acronym for the make-up the unusable KDCMPUL (Kaira District Cooperative take out Producers Union Limited) taken from Kaira Cooperatives safe name, could be substituted by AMUL, standing for Anand Milk Union Limited. Even though AMUL products run through been in use in millions of homes since 1946, the brand AMUL was registered only in 1957.SUCCESSAs AMUL is recognised as the countrys superst milk producing cooperative it has tied up with global supermarket chain WALMART to sell its spue of dairy products and have in addition tied up with Glaxo over the production of baby food in India. Amul added sweet buttermilk powder, a second brand of baby food and a high protein weaning food. It also sells its products to Nepal. immediately India is looking to capture neighbourhood markets like Pakistan, Bangladesh etc. These countries import over 50,000 tonnes of milk each annually Sri Lanka is flooded with an Indonesian brand, which is said to be of an inferior quality and also costs less. These countries import tonnes of milk e very year. AMULS Indian desserts are very well liked in countries like Singapore and Malaysia. Amul has list o f products marketed to various countries few of its products are Amul butter, Amul formulation butter, Amul cheese spread, Amul pizza cheese, Amul shrikhand, Amul fresh cream, Amul fat milk, Amul pure ghee, Amulya dairy whitener, Sagar teatime and Coffee whitener, Amul butter milk, Amul ice creams like cassata , cool candy and frostik, Amul milk chocolate and Amul Eclairs. Amul has started preparing and selling pizza slices that prominently feature generous portions of Amul cheese. Amuls pizza slices are being sold through super markets and large departmental stores that have snack countersAMUL is considered as Indias best know local Brand across all categories. Indians prefer Dairy trash cream rather than frozen desserts and Amul has a wide range in the dairy ice cream divide, 35% market share in the national Ice Cream market. Amul is biggest sourcing base for milk products in India, population are more comfortable buying products in the Value for gold segment and Amul is wel l present in this division. Amul has built up a terrifying image as a brand in which generations of customers have placed their trust, coming to pricing strategy Amul is the price warrior and currently has a very wide range of products to offer for all price points. Amul is accept for well established distribution and delivery network for dairy products. AMULS success led to the creation of similar structures of milk producers in new(prenominal) districts of Gujarat. They drew on AMULS experience in project mean and finishing. This patter was not only followed in KAIRA district but also in Baroda and Surat district.In these districts, they experienced and found easy and effortless slipway to adapt Amuls game plan to their respective areas. This led to the Creation of the subject area Dairy Development Board with the clear mandate of replicating the Anand pattern in other parts of the country. Initially the pattern was followed for the dairy sector but at a later stage oilseeds, fruit and vegetables, salt, and tree sectors also benefited from its success. Gujarat Cooperative Milk Marketing Federation (GCMMF) is Indias largest food products marketing organization. Amul is rural area level apex body of milk cooperatives inGujarat which aims to provide mercenary returns to the farmers and serves the interest of consumers by providing quality products. It has been awarded a Trading House experimental condition has authentic the APEDA Award from Government of India for Excellence in Dairy yield Exports for the last 8 years. Amul is in a position to manage these assets to effectively command the market leaders position in the emerging fresh dairy products market because of its milk processing capacity. Amul has always been a copy to which other cooperatives have looked up as an example and inspiration as well as one from which many have benefited.Success in Distribution The major evolution on the distribution front was the development and alignment of f our distribution highways-those of Fresh Products, Chilled Products, Frozen Products and Ambient Products. This is a significant achievement because it allows them to develop synergies among all product lines and to leverage these highways to envelop and distribute new products as per market demand. No other organization in India has been able to develop this kind of channel synergy so farFAILUREAdvertising is an important role for the product to be sold in the market, as Amul advertising has low profile so by this other competitors were benefited. The competitor products have been very well received by consumers callable to their advertising pitch Example Kwality, Vijaya, Nestle. Retailers list a credible Replacement policy as a factor very high on their wish list. They would be willing to make further investments only for that brand which offers replacement facilities. Amul has no replacement policy. Quality control was the major problem that confronted the cooperatives. Farmers were paid every(prenominal) 10 days due to this though he delivered milk the farmer was not sure or so the quality of milk. The milk which has to be well-tried was stored in plastic bottles and was tested after milk collection process was completely done this point to contamination and handling of corrosive chemicals and also by using various types of glassware added to the cost and time taken to test the quality of milk. final resultAMUL has risen from Indian soil and it remains Indian in every sense. With roots well established in the domestic market Amul is all set to fight in the global arena. With the commitment it has shown in the past times it will not be too long when Amul emerges a achiever on all fronts.There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quantity being provided vis a vis the price being charged. Delhi market is not restricted to monopoly outlets. There are a significant numbe r of retailers who are currently stocking more than two brands. So Amul can overcome it as earlier it had to overcome this problem in the Mumbai market. Kwality Walls is right now in an investment mode and is concentrating on expanding the market as also its reach. Amul should direct its resources towards cashing in on Walls market development.Amul has the opportunity to capture the more evolved unripe adults and children who are open to new products provided they meet their expectations.BIBLIOGRAPHYhttp//www.amul.com/http//www.indiadairy.com/http//unpan1.un.org/intradoc/groups/public/documents/APCITY/UNPAN019011.pdfhttp//www.ilri.org/InfoServ/Webpub/Fulldocs/South_South/theme4_2.htm