Amul The Taste Of India Essay Example

a marketing agency for their products. It was registered as a co-operative society on July 9, 1973.

GCMMF maintains its leadership position in the dairy products segment through its superior brand equity, vast product portfolio, well-spread distribution network, and aggressive marketing strategy. The company launches new products, research and development (R&D) initiatives, and innovative sales strategies to enhance customer satisfaction. Despite intense competition in the fast-moving consumer goods (FMCG) industry, GCMMF sustains its favorable financial risk profile. Today, GCMMF has 13 district cooperative milk producer's unions and 2.79 million producer members, with a total milk handling capacity of 11.22 million liters per day and milk collection of 3.05 billion liters (2008-09). The company also has a milk drying capacity of 626 million liters per day. Amul, which stands for Anand Milk Producers Union Ltd., was established in 1946 in Anand, Gujarat. The cooperative organization is managed by GCMMF and has set itself as a model for development in rural areas. The brand has started the Revolution White in India, which has contributed to making the country the largest producer of milk and its by-products in the world.

Amul is the largest brand in the world for pouched milk and the biggest food brand in India. Their product range includes milk, ghee, milk powders, curd, ice cream, paneer, cream, chocolate, cheese, butter, and shrikhand. Under the brand umbrella, they offer Amul Lite, Amul Butter, and Delicious Table Margarine for bread spreads. They also sell milk drinks named Amul Kool, Amul Kool Cafe, Kool Koko, Amul Kool Chocolate Milk, and Amul Masti Spiced Buttermilk. The brand's powder milk comes in multiple names such as Amulya Dairy Whitener,

Sugar Tea Coffee Whitener, Sugar Skimmed Milk Powder, and Amul Instant Full Cream Milk Powder. Their cheese is sold under various names too like Gouda Cheese, Amul Cheese Spreads, and Amul Emmental Cheese. However, over 80% of milk produced currently flows into the unorganized sector in India. Despite having a professionally-trained technical human resource that has been built up over the last 30 years, there are weaknesses to overcome such as perishability. Pasteurization and UHT methods have partially solved this issue and new processes to improve quality and extend shelf life will surely follow. As for yield control over milk production, theoretically little control exists.Increased awareness of modern techniques in animal husbandry such as embryo transplant and artificial insemination, coupled with higher income for rural milk producers, should lead to improved milk yields. Procurement logistics, such as poor roads and inadequate transportation facilities, can pose challenges, but economic growth in India will likely help resolve these issues. While distribution remains problematic, the success of ice cream sales shows that products can be sold widely. There are opportunities for entry into the retail market, as well as the potential for value-added innovations in product development, packaging, and presentation. Amul already exports to countries like Bangladesh, Sri Lanka, Nigeria, and the Middle East, and the new GATT treaty is expected to increase opportunities for dairy product exports. One threat is the unorganized sector of milk vendors, but organized dissemination of information about their negative impact can reduce their importance in the industry.Non-tariff barriers, regulated by the government, apply to the exporting of business products. The story of Amul, which inspired the 'White Revolution' in India in 1946,

began with two village cooperatives and 250 liters of milk per day. It has now become a symbol of the aspirations of millions of farmers, creating a pattern of liberty and self-reliance for every farmer to follow. Amul collects, processes and distributes over a million liters of milk and milk products per day on behalf of more than a thousand village cooperatives owned by half a million farmer members. Just as the Ganges carries the aspirations of generations for moksha, Amul too carries the hopes of farmers. Over four decades ago, in Kaira District, a farmer's life was much like anywhere else in India - seasonal crops primarily provided his income while income from milk buffaloes was unreliable. Private traders and middlemen controlled the marketing and distribution system for their milk. The revolution began as an awareness among farmers that grew into a protest movement to liberate them.Due to milk being perishable, farmers often sold it for low prices and were forced to sell cream and ghee at low costs. Private traders were the ones benefiting from this situation. The farmers realized that they could prevent being exploited by forming an organization and marketing their milk themselves. As a result, they established the Kaira District Cooperative Milk Producers' Union Limited, also known as Amul, which was officially registered on December 14, 1946. Starting in June 1948, the Kaira Union began pasteurizing milk for the Bombay Milk Scheme, providing a guaranteed market for milk producers in the district. By the end of 1948, over 400 farmers joined in village societies, increasing the amount of milk handled by one Union from 250 to 5,000 liters a day.