A M U L: It's Corporate Social Responsibility

Presentation on
Anand Milk Union Limited

&
Its Corporate Social Responsibility
Presented By:
Komal Rana(13241)
Krati Gupta(13242)
Kratika Agrawal(13243)
Kratika Varshney(13244)
Kriti Singh(13245)
Km. Shalini(13246)

Introduction
AMUL is stands for Anand Milk Union Limited .
The word Amul (
) is derived from the Sanskrit

word amulya (
), which means Priceless

Amul is managed by Gujarat Co-operative Milk Marketing
Federation Ltd.(GCMMF)

Its tag-line is THE TASTE OF INDIA

Every day Amul collects the milk from million farmers (many
illiterate), converts the milk into branded, packaged products,
and delivers goods to retail outlets across the country.

Amul formed in 1 December 1946, is a dairy cooperative
movement in India with name KAIRA DISTRICT
CO-OPERATIVE MILK PRODUCERS UNION

AMUL is located in Anand, Gujarat and has been a
sterling example of a co-operative organization's success in
the long term.

Amul has spurred the White Revolution of India. Which
has made India the largest producer of milk and milk
products in the World.

Dr. Varghese Kurien, founder-chairman of the GCMMF
the man behind the success of Amul.

History
Strong Distribution Network
Nearly 50 sales offices, more than 5000
wholesale dealers and more than 700000 retailers.

World's largest vegetarian cheese and the
largest pouched-milk brand.

Largest exporter of dairy products in the
country.

Major markets in various countries.

Named the Most Trusted brand in the Food and
Beverages sector.

Distribution Channel
Advertisements

Amul never forgot its primary customer
- Amul collects 447,000 liters of milk from
2.12 million farmers (many illiterate)

Product for youth
- Amul launched flavoured milk, amul kool
cafe and amul lassi targeting the youth

Product for diabetic people
- Indias First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics

Product for Every One
Product for the health conscious
- Amul Launched low fat, low
cholesterol
bread spreads

Product for the price sensitive India
- Low Priced Amul Ice Creams and
affordable sagar whitener

Product for the urban class
- Amul launched emmental, gouda and
pizza mozzarella cheese

Contd

10 years back, Amul took a shot at bottled water through
Jaldhara which was produced by NDDB.

However the venture failed owing to less demand for
packaged water in market. The product was abandoned.

Now Amul is all set to re-launch bottled water NARMADA
NEER
Amul Product Abandonment
Challenges
Kurien built Amul as an organization but there is no
single hero who built the Amul brand.

Amul forays into pizzas and chocolates has not been
that successful compared to its other dairy portfolio.

Amul may face certain hurdles in the future. There were
concern about the Amul brand when Kurien had stepped
down in the company.

There are others who believe that amul in spite of its
greatness, has done little to re invent themselves with the
changing times.

Amul needs to keep track of consumers preferences as
and when it decides to enter into new categories.

There could be other challenges and sources keeping
up with expectations of modern trade
Contd
Corporate Social Responsibility (CSR)
Of AMUL
AMUL Relief Trust
A school reconstructed
by Amul Relief Trust in
the earthquake affected
Ratadia village in
MundraTaluka of Gujarat
A school reconstructed by
Amul Relief Trust in
earthquake affected Devpar
village in Mandvi Taluka of
Gujarat
Amul Relief Trust in the
earthquake affected
Kathada Village in Mandvi
Taluka of Gujarat
A school reconstructed by Amul
Relief Trust in the earthquake
affected Moti Bhadai Village in
Mandvi Taluka of Gujarat
Amul Relief Trust in the
earthquake affected Toda
Village in Mundra Taluka of
Gujarat
GREEN GUJARAT TREE PLANTATION
Milk Producer of Gujarat Dairy Cooperatives- are
conducting mass tree plantation every year on
independence day.
The idea is one member five tree
all entire plantation is coordinated at all the three tiers of
Anand pattern- at village, district and state level.
Amul coops plant more than 311.89 lakhs trees

Encourages woman to participate in dairy co-operative
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 .
Other CSR Activities
What More Can AMUL Do?
To improve further Amul can try out the following ideas:

Amul can venture out on new products like Toned milk,
Condensed milk that can be used for sweets, Baby food
products,

There are certain product like Amul basundi, gulab jamoon,
choclates etc which are not as popular as Amul ice cream.
Amul must try to understand the cause of this thorough market
research and work on improving these products

Though Amuls hoardings are a huge success, it can
penetrate even better in the rural areas by advertising through
the media viz cable channels and newspapers. Sponsoring
shows in TV, sports events can be of great help.
Conclusion
AMUL has risen Indian soil and it remains
indian in every sense. Also it was one of
the first successful cooperative
association in India and also now the
market leader in the dairy sector.

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Presentation on

Anand Milk Union Limited

) is derived from the Sanskrit

), which means Priceless

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