130717203 Project Report on Comparative Analysis of Amul With Other Brands

RESEARCH

RESEARCH PROJECT

PROJECT REPORT

REPORT

ON

ON

“

“

Comparative Study into Sales & distribution of

Comparative Study into Sales & distribution of

AM! "A#R$ & PARA% "A#R$ 

AM! "A#R$ & PARA% "A#R$ 

S'M#TTE" #N PART#A! (!(#!MENT O( THE A)AR"

S'M#TTE" #N PART#A! (!(#!MENT O( THE A)AR"

O( THE "E%REE O(

O( THE "E%REE O(

MASTERS O( 'S#NESS A"M#N#STRAT#ON *+,,-.

MASTERS O( 'S#NESS A"M#N#STRAT#ON *+,,-.

+,//0

+,//0

MAHAMA$A TECHN#CA! N#1ERS#T$ MAHAMA$A TECHN#CA! N#1ERS#T$

nder

nder %uidan2e

%uidan2e of3

of3

Submitted

Submitted

by3

by3

Mr. C

Mr. C

PRAVEEN KUMAR

(Training

(Training in charge)in charge)

MBA III (SEM)

ROLL

NO.0909470068

%#MT #NST#TTE O( MANA%EMENT TECHNO!O%$4 %REATER NO#"A %#MT #NST#TTE O( MANA%EMENT TECHNO!O%$4 %REATER NO#"A

Affiliated to

"EC!ARAT#ON

"EC!ARAT#ON

I hereby dec!re "h!" "he #r$%ec" re#$r" e&"'"ed

“

“

Comparative

Comparative

Study into Sales & distribution of

Study into Sales & distribution of AM! "A#R$ &

AM! "A#R$ &

PARA% "A#R$ 

PARA% "A#R$ 

' !& $r''&! !&d !*"he&"'c +$r, d$&e by -e !&d ' b!ed *#$& "he "*dy c$&d*c"ed by -e.

h' #r$%ec" re#$r" +! *&der"!,e& ! ! #!r" $/ "he M.B.A. Pr$r!--e $/ M!h!-!y! ech&'c! U&'er'"y.

*Praveen 5umar0 *Praveen 5umar0 M'A 6

ACKNOWLEDGEMENT ACKNOWLEDGEMENT

I would like to express my heartfelt gratitude toward Mr. Mr. . !. oshi "#. M.$ Mr. . !. oshi "#. M.$ the chairman of the AMUL, who gave me permission to do my Summer raining !ro"ect in AMUL. Also I would like to convey my sincere thanks to Mr. CyrilMr. Cyril %armar (Training

%armar (Training in chargein charge))who supported me in ac#uiring practical knowledge throughout guiding me in my pro"ect.

I am deeply thankful to $IM Institute of Management % echnology for permitting me to do Summer raining !ro"ect and encouraging me to complete successfully. I would also like to thank my faculty mem&ers, for her keen interest, valua&le guidance, inspiration, immense 'eal for hard work and positive outlook towards the su&"ect. heir intellect, persuasiveness and insistence on a good work were a guiding light in the darkness of my ignorance.

I would also like to express my sincere thanks to administrative personnel who have helped me in carrying out my summer training. Lastly, I would like thank all the persons who have helped me directly or indirectly in completing my pro"ect successfully.

PRA1EEN PRA1EEN 5MAR

PREFACE PREFACE

Summer Internship !rogramme is a part of M(A !rogramme, which is very helpful in getting practical knowledge in this glo&ali'ation world. )ow*a*days only theoretical knowledge is not enough to success in life &ut most important we must have practical knowledge. +ith the help of this training, I came to know how to apply theoretical knowledge in practice.

Main purpose of this training is to have awareness a&out industrial environment and to know a&out different functions of an organi'ation like istri&ution, !roduction and Marketing.

I got an opportunity in -AIA ISI/ /0*0!1AI21 MIL- U)I0) LIMI1, Anand, $u"arat to undergo Summer Internship !rogramme as a part of M(A !rogramme. I consider myself privileged that I got a chance to work with reputed company and can upgrade my knowledge related to practical aspect of &usiness world which is very helpful in my career &uilding.

C&'T'T

C&'T'T

Cha%ter *

 Executive Summary

 Introduction to the Indian Dairy Industry  Company Profie of !mu

 Company Profie of Para" Dairy  Saes and Distri#ution strate"ies

Cha%ter + Cha%ter +

$esearch %ethodoo"y

 &#'ective of the study  Si"nificance of the study  $esearch %ethodoo"y  Data Coection (echni)ues  !naytica (oos

 *imitations of the study

Cha%ter , Cha%ter ,

Data interpretation and +raphica !naysis

Cha%ter Cha%ter

-,indin"s- su""estions and Concusion

Anne/re Anne/re

a /uestionnaire # i#io"raphy

EXECUTIVE SUMMARY EXECUTIVE SUMMARY

In today’s compeve world while entering in the market it is very necessary to have good knowledge of the potenal of a parcular market. The growth of a company is invariably determined not just by its strategy, but on how it responds to the challenges it encounters. Over the decades !"# has successfully countered several challenges that have come its way with innovave responses and connuous improvement, which have enabled it to remain stable and even convert some of these challenges into opportunies. It is the culture of endurance that has accorded !"# the insight and focus to deal with the current economic environment. $rawing from its inner strength and beliefs, !"# responded by launching several iniaves across all its operaons in various geographies that are helping the group achieve growth even in current mes. It is also this very strategic culture that will propel !"# to connue on its growth trajectory in years to come.

(he report provides a comprehensive insi"ht into the company and aso a#out the companys S&( anaysis. (his report mainy studies in detai the various product mix strate"ies of the company and aso focuses on the se"mentation of #oth company #ased and industry #ased and heps in anaysin" the companys competitive

C7apter /

C7apter /

#N"#AN "A#R$ #N"STR$

#N"#AN "A#R$ #N"STR$

#NTRO"CT#ON TO THE #N"#AN

#NTRO"CT#ON TO THE #N"#AN

"A#R$ #N"STR$

"A#R$ #N"STR$

The 0orld1s 2iggest dairy %rod/cing co/ntry is gro0ing fast and loo3ing to 2ecome The 0orld1s 2iggest dairy %rod/cing co/ntry is gro0ing fast and loo3ing to 2ecome an e%ort %o0erho/se des%ite ma4or 5/ality %ro2lems...

an e%ort %o0erho/se des%ite ma4or 5/ality %ro2lems... A 'ote to o/r Readers6

A 'ote to o/r Readers6 the foo6in" information on India7s dairy sector is reproduced from India Infoine.com. India is the 6ord7s ar"est mi8 producin" country and is "ro6in" fast- 6ith an eye to6ard #ecomin" a ma'or dairy exporter. (his artice is hepfu readin" for anyone interested #etter understandin".

Cons/mer 7a2its and Practices Cons/mer 7a2its and Practices

%i8 has #een an inte"ra part of Indian food for centuries. (he per capita avaia#iity of mi8 in India has "ro6n from 152 "m per person per day in 1952 to 1:2"m in 1992 and 203 "m in 199:;99.(his is expected to increase to 212"ms for 200:. <o6ever a ar"e part of the popuation cannot afford mi8. !t this per capita consumption it is #eo6 the 6ord avera"e of 2: "m and even ess than 220 "m recommended #y the =utritiona !dvisory Committee of the Indian Counci of %edica $esearch.

(here are re"iona disparities in production and consumption aso. (he per capita avaia#iity in the north is 25: "m- 6est 154 "m- south 14: "m and in the east ony 93 "m per person per day. (his disparity is due to concentration of mi8 production in some poc8ets and hi"h cost of transportation. !so the output of mi8 in cerea "ro6in" areas is

much hi"her than

ese6here 6hich can #e attri#uted to a#undant avaia#iity of fodder- crop residues- etc 6hich have a hi"h food vaue for mi8y animas.

In India a#out 4 per cent of the tota mi8 produced is consumed in i)uid form and 45 per cent is converted into traditiona products i8e cotta"e #utter- "hee- paneer-8hoya- curd- maai- etc. &ny 5 per cent of the mi8 "oes into the production of 6estern products i8e mi8 po6ders- processed #utter and processed cheese. (he remainin" 4>

is utii?ed for conversion to mi8 products. !mon" the mi8 products manufactured #y the or"ani?ed sector some of the prominent ones are "hee- #utter- cheese- ice creams- mi8 po6ders- mated mi8 food- condensed mi8 infants foods etc. &f these "hee aone

accounts for :>.

It is estimated that around 20> of the tota mi8 produced in the country is consumed at producer;househod eve and remainin" is mar8eted throu"h various cooperatives- private dairies and vendors. !so of the tota produce more than 0> is procured #y cooperatives and other private dairies.

hie for cooperatives of the tota mi8 procured 0> is consumed in fuid form and rest is used for manufacturin" processed vaue added dairy products@ for private dairies ony 4> is mar8eted in fuid form and rest is processed into vaue added dairy products i8e "hee- ma8han etc.

Sti- severa consumers in ur#an areas prefer to #uy oose mi8 from vendors due to the stron" perception that oose mi8 is fresh. !so- the current eve of processin" and pac8a"in" capacity imits the avaia#iity of pac8a"ed mi8.

(he preferred dairy anima in India is #uffao uni8e the ma'ority of the 6ord mar8et- 6hich is dominated #y co6 mi8. !s hi"h as 9:> of mi8 is produced in rura India- 6hich caters to 52> of the tota popuation- 6hereas the ur#an sector 6ith 2:> popuation consumes > of tota mi8 produced. Even in ur#an India- as hi"h as :3> of

the consumed mi8 comes from the unor"ani?ed traditiona sector.

Presenty ony 12> of the mi8 mar8et is represented #y pac8a"ed and #randed pasteuri?ed mi8- vaued at a#out $s.:- 000 crores. /uaity of mi8 sod #y unor"ani?ed

sector ho6ever is inconsistent and so is the price across the season in oca areas. !so these vendors add 6ater and caustic soda- 6hich ma8es the mi8 unhy"ienic.

Mar3et i8e and #ro0th Mar3et i8e and #ro0th

%ar8et si?e for mi8 Asod in ooseB pac8a"ed form is estimated to #e 3mn %( vaued at $s450#n. (he mar8et is currenty "ro6in" at round 4> pa in voume terms. (he mi8 surpus states in India are ttar Pradesh- Pun'a#- <aryana- $a'asthan- +u'arat-%aharashtra- !ndhra Pradesh- arnata8a and (ami =adu. (he manufacturin" of mi8 products is concentrated in these mi8 surpus States. (he top  states vi?. ttar

Pradesh-Pun'a#- %adhya Pradesh- $a'asthan- (ami =adu and +u'arat to"ether account for :> of nationa production.

%i8 production "re6 #y a mere 1> pa #et6een 1945 and 1950. Since the eary 507s- under &peration ,ood- production "ro6th increased si"nificanty avera"in" over > pa.

!#out 5> of mi8 is consumed at the househod eve 6hich is not a part of commercia dairy industry. *oose mi8 has a ar"er mar8et in India as it is perceived to #e fresh #y most consumers. In reaity ho6ever- it poses a hi"her ris8 of aduteration and contamination.

(he production of mi8 products- i.e. mi8 products incudin" infant mi8 food-mated food- condensed mi8  cheese stood at 3.05 a8h %( in 200:. Production of mi8 po6der incudin" infant mi8;food has risen to 2.2 a8h %( in 200:- 6hereas that of mated food is at 000 %(. Cheese and condensed mi8 productio n stands at 000 and 11000 %( respectivey in the same year.

Ma4or Players Ma4or Players

(he pac8a"ed mi8 se"ment is dominated #y the dairy cooperatives. +u'arat Co;operative %i8 %ar8etin" ,ederation A+C%%, is the ar"est payer. ! other oca dairy cooperatives have their oca #rands A,or e.". +o8u- arana in %aharashtra- Saras in $a'asthan- Fer8a in Pun'a#- Fi'aya in !ndhra Pradesh- !avin in (ami =adu- etc. &ther private payers incude G  Dairy- <erita"e ,oods- Indiana Dairy- Dairy Speciaties- etc.

!mrut Industries- once a eadin" payer in the sector has turned #an8rupt and is facin" i)uidation.

Pac3aging

Pac3aging TTechnologyechnology

%i8 6as initiay sod door;to;door #y the oca mi8man. hen the dairy co; operatives initiay started mar8etin" #randed mi8- it 6as sod in "ass #ottes seaed 6ith foi. &ver the years- severa deveopments in pac8a"in" media have ta8en pace. In the eary :07s- pastic pouches repaced the #ottes. Pastic pouches made transportation and stora"e very convenient- #esides reducin" costs. %i8 pac8ed in pastic pouchesB#ottes have a shef ife of 'ust 1;2 days- that too ony if refri"erated. In 199- (etra Pac8s 6ere introduced in India. (etra Pac8s are aseptic aminate pac8s made of auminum- #oard and pastic. %i8 stored in tetra pac8s

and treated under tra <i"h (emperature A<( techni)ue can #e stored for four months 6ithout refri"eration. %ost of the dairy co;operatives in !ndhra Pradesh- (ami =adu-Pun'a#

and $a'asthan se mi8 in tetra pac8s. <o6ever tetra pac8ed mi8 is costier #y $s;5 compared to pastic pouches. In 200:;00 =est e aunched its <( mi8. !mu too reaunched its !mu (aa?a #rand of <( mi8. (he <( mi8 mar8et is expected to "ro6 at a rate of more than 10;12> in comin" years.

Reg/latory 9rame0or3 Reg/latory 9rame0or3

(he dairy industry 6as de;icensed in 1991 6ith a vie6 to encoura"e private investment and fo6 of capita and ne6 technoo"y in the se"ment. !thou"h de;icensin" attracted a ar"e num#er of payers- concerns on issues i8e excess capacity- sae of contaminatedB su#standard )uaity of mi8 etc induced the +overnment to promu"ate the %%P& A%i8 and %i8 Products &rder in 200:. %i8 and %i8 Products &rder A%%P& re"uates mi8 and mi8 products production in the country. (he order re)uires no permission for units handin" ess than 10-000 itres of i)uid mi8 per day or mi8 soids up to 00 (P!. %%P& prescri#es State re"istration to pants producin" #et6een 10-000 to 5-000 itres of mi8 per day or manufacturin" mi8 products containin" #et6een 00 to 3-50 tones of mi8 soids per year. Pants producin" over 5-000 itres per day or more than 3-50 tones per year of mi8 soids have to #e re"istered 6ith the Centra +overnment. (he strin"ent re"uations- "overnment contros and icensin" re)uirements for ne6 capacities have restricted ar"e Indian and %=C payers from ma8in" si"nificant investments in this product cate"ory. %ost of the private sector payers have restricted themseves to manufacture of vaue added mi8 products i8e #a#y

food- dairy 6hiteners- condensed mi8 etc.

! the mi8 products except mated foods are covered in the cate"ory of industries for 6hich forei"n e)uity participation up to 1> is automaticay ao6ed. Ice cream- 6hich 6as

earier reserved for manufacturin" in the sma;scae sector- has no6 #een de;reserved. !s such- no icense is re)uired for settin" up of ar"e;scae production faciities for manufacture of ice cream.

Su#se)uent to de;canai?ation- exports of some mi8 #ased products are freey ao6ed provided these units compy 6ith the compusory inspection re)uirements of concerned a"encies i8eH =ationa Dairy Deveopment oard- Export Inspection Counci etc. ureau of Indian standards has prescri#ed the necessary standards for amost a mi8;#ased products- 6hich are to #e adhered to #y the industry.

Pro%osal to Amend the MMP& Pro%osal to Amend the MMP&

! proposa to raise the exemption imit for compusory re"istration of dairy pants- from the present 10-000 itres a day to 20-000 itres- is #ein" considered #y the

!nima <us#andry Department. (he 5-000;itre imit is i8ey to #e raised either to 100-000 itres or 12-000 itres in the amended order. (he ne6 order 6oud aso do a6ay 6ith the provision for re;re"istration.

Penetration of mil3 %rod/cts Penetration of mil3 %rod/cts

estern ta#e spreads such as #utter- mar"arine and 'ams are not very popuar in India. ! India penetration of #utterB mar"arine is ony 4>. (his is aso ar"ey represented #y ur#an areas- 6here penetration is hi"her at 9>. In rura areas- #utterB mar"arine have penetrated in 2.1> of househods ony. (he use of these products in the ar"e metros is hi"her- 6ith penetration at 1>.

Penetration of cheese is amost ni in rura areas and ne"i"i#e in the ur#an areas. Per capita consumption even amon" the cheese;consumin" househods is a poor 2.48" pa as compared to over 208" in S!. (he o6er penetration is due to pecuiar food ha#its-reativey expensive products and aso non;avaia#iity in many parts of the country. utter- mar"arine and cheese products are mainy manufactured #y or"ani?ed sector.

Simiary- penetration of "hee is hi"hest in medium si?ed to6ns at 35.2> compared to 31.5> in a ur#an areas and 21.3 > in a rura areas. (he a India penetration of "hee is 24.1>. In reative terms- penetration of "hee is si"nificanty hi"her

in =orth and est- 6hich are mi8 surpus re"ions. =orth accounts for 5> of "hee consumption and est for 23>- South  East to"ether account for the #aance 20>. ! ar"e part of "hee is made at home and #y smaB cotta"e industry from mi8. (he reative share of #randed products in this cate"ory is very o6 at around 1;2>.

%i8 po6der and condensed mi8 have not #een a#e to "arner any si"nificant consumer acceptance in India as indicated #y a very o6 4.5> penetration. (he penetration is hi"her at

:.1> in ur#an areas and o6er at 3.> in rura areas. ithin ur#an areas- it is reativey hi"her in medium si?ed to6ns at :.> compared to 5.5> in ar"e metros.

%ort Potential %ort Potential

India has the potentia to #ecome one of the eadin" payers in mi8 and mi8 product exports. *ocation advanta"eH India is ocated amidst ma'or mi8 deficit countries

in !sia and !frica. %a'or importers of mi8 and mi8 products are an"adesh- China-<on" on"- Sin"apore- (haiand- %aaysia- Phiippines- Gapan- !E- &man and other "uf countries- a ocated cose to India.

The ma4or e%ort %rod/cts6 :

The ma4or e%ort %rod/cts6 : (he products of !mu is #ein" exported in the 40 countries of the 6ord . %any of the products are no6 avaia#e in the .S.! - +uf countries and Sin"apore. !mu products are #ein" exported to the Sin"apore since ast three decades . undou#tedy - !mu is the preferred taste of Indians in the +uf countries.

Lo0 C

Lo0 Cost oost of Prod/f Prod/ctionctionH

%i8 production is scae insensitive and a#our intensive. Due to o6 a#our cost- cost of production of mi8 is si"nificanty o6er in India.

Concerns in export competitiveness are ;/ality6 ;/ality6 Si"nificant investment has to #e made in mi8 procurement- e)uipments- chiin" and refri"eration faciities. !so- trainin" has to #e imparted to improve the )uaity to #rin" it up to internationa standards.

Prod/ctivity6

Prod/ctivity6 (o have an exporta#e surpus in the on";term and aso to maintain cost competitiveness- it is imperative to improve productivity of Indian catte.

(here is a vast mar8et for the export of traditiona mi8 products such as paneer- shri8hand- rasa"uas and other ethnic s6eets to the ar"e num#er of Indians

#ndia8s e9ports of mil: produ2ts #ndia8s e9ports of mil: produ2ts

"es2ription "es2ription * *;;uuaannttiittyy4 4 M M TT<<33 1alue4 Rs< million0 1alue4 Rs< million0 + +,,,,==..,,>> ++,,,,>>..,,-- ++,,,,--..//,, ;

;uuaannttiittyy 11aalluuee ;;uuaannttiittyy 11aalluuee ;;uuaannttiittyy 11aalluuee S

S::iimmmmeed d mmiill: : ppoo??ddeerr @@4466>><<++ 664466BB<<66++ ++>>++<<==,, //--<<@@ BB<<,,,, ,,<<66==BB Mil: and Mil: (ood for

Mil: and Mil: (ood for babies babies > ><<++== ++<<,,//-- //////<<66== @@<<++== ////<<,,,, ++<<,,++ M Miill: : 22rreeaamm 6666++<<++66 +>+><<,,@@ //<<,,,, ,,<<,,>>@@ .. .. S?eetened S?eetened 2ondensed mil: 2ondensed mil: @ @//<<==66 ++<<>>@@ --<<++++ ,,<<--== ,,<<66-- ==<<++++ ) )77eeyy ==>><<@@ 66<<==BB ////<<BB,, //<<,,// <<,,,, ,,<<66@@++ %7ee'utter'utter %7ee'utter'utter oil oil = =44>>--BB<<,,>> @@66//<<// ++----<<--== //--<<++ @@4466BB++<<,,>> ++4466>><<--BB C7eese C7eese * *aa0 ((r0 reess77 ,,<<//,, ,,<<,,//66 .. .. .. .. * *bb0 0 PPrroo22eesssseedd BB<<== //<<++,, ++<<// ,,<<66==BB ++++<<//,, ++<<//- -* *220 0 OOtt77eerr <<@@ >><<66BB 66<<==>> ,,<<-- ++@@<<>>@@ @@<<BBBB T TOOTTAA!! .. >>44==++<<== .. BB++<<@@ .. ++44BBBB<<

#ndian *traditional0 Mil: Produ2ts #ndian *traditional0 Mil: Produ2ts

(here are a ar"e variety of traditiona Indian mi8 products such as

%a88han ; unsated #utter. +hee ; #utter oi prepared #y heat carification- for on"er shef ife. heer ; a s6eet mix of #oied mi8- su"ar and rice. asundi ; mi8 and su"ar #oied do6n ti it thic8ens. $a#ri ; s6eetened cream. Dahi ; a type of curd. *assi ; curd

coa"uate. hoa ; evaporated mi8- used as a #ase to produce s6eet meats. (he mar8et for indi"enous #ased mi8 food products is difficut to estimate as most of these products are manufactured at home or in sma cotta"e industries caterin" to oca areas.

Consumers 6hie purchasin" dairy products oo8 for freshness- )uaity- taste and texture-variety and convenience. Products i8e Dahi and s6eets i8e heer- asundi- $a#ri are perisha#e products 6ith a shef ife of ess than a day. (hese products are therefore

manufactured and sod #y oca mi8 and s6eet shops. (here are severa such sma shops 6ithin the vicinity of residentia areas. Consumer oyaty is #uit #y consistent )uaity-taste and freshness . (here are severa s6eetme at shops- 6hich have #uit a stron" #rand franchise- and have severa #ranches ocated in various parts of a city.

<randing &f Traditional Mil3 Prod/cts <randing &f Traditional Mil3 Prod/cts

!mon" the traditiona mi8 products- "hee is the ony product- 6hich is currenty mar8eted- in #randed form. main "hee #rands are Sa"ar- %i8man Aritannia- !mu A+C%%,- !arey A%afco *td- Fi'aya A!P Dairy Deveopment Cooperative ,ederation-Fer8a A Pun'a# Dairy Cooperative- Everyday A=este and ,arm ,resh Aoc8hardt.

ith increasin" ur#ani?ation and chan"in" consumer preferences- there is possi#iity of ar"e scae manufacture of indi"enous mi8 products aso. (he e)uipments

in mi8 manufacturin" have versatiity and can #e adapted for severa products. ,or instance- e)uipments used to manufacture yo"urt aso can #e adapted for ar"e scae production of Indian curd products Adahi and assi. Si"nificant research 6or8 has #een

%afco *imited ses *assi under the !arey #rand and favored mi8 under the Ener"ee franchise Ain the estern re"ion- mainy in %um#ai. ritannia has aunched favored mi8 in various favors in tetra pac8s.

+C%%, has aso made a #e"innin" in #randin" of other traditiona mi8 products 6ith the aunch of pac8a"ed Paneer under the !mu #rand. It has aso created a ne6 um#rea #rand !mu %ithaee- for a ran"e of ethnic Indian s6eets that are proposed to #e aunched the first ne6 product !mu %ithaee +ua#'amun has aready #een aunched

in ma'or Indian mar8ets.

=estern Mil3 Prod/cts =estern Mil3 Prod/cts

estern mi8 products such as #utter- cheese- yo"urt have "ained popuarity in the Indian mar8et ony durin" the ast fe6 years. <o6ever consumption has #een expandin" 6ith increasin" ur#ani?ation.

</tter </tter

%ost Indians prefer to use home made 6hite #utter Ama88han for reasons of taste and afforda#iity. %ost of the #randed #utter is sod in the to6ns and cities. (he ma'or #rands are !mu- Fi'aya- Sa"ar- =andini and !arey. !mu is the eadin" nationa #rand 6hie the other payers have "reater shares in their oca mar8ets. (he atest entrant in the #utter mar8et has #een ritannia. ritannia has the advanta"es of a 6ide distri#ution reach and a stron" #rand reca.

Priced at par 6ith the !mu #rand- it is expected to "ive stiff competition to the existin" payers. In 200:;00 the #utter production is estimated at 4 a8h %( of this ony 4 %(

is in the 6hite form used for ta#e purposes rest a is in the yeo6 form.

Cheese Cheese

(he present mar8et for cheese in India is estimated at a#out 9-000 tonnes and is "ro6in" at the rate of a#out 1> per annum. Cheese is mainy consumed in the ur#an areas. (he four metro cities aone account for more than 0> of consumption. %um#ai is the ar"est mar8et Aaccountin" for 30> of cheese sod in the country- foo6ed #y Dehi A20>. Cacutta A5> and Chennai A>. %um#ai has a ar"er num#er of domestic consumers-compared to Dehi 6here the #u8 institutiona se"ment Amainy hotes is ar"er.

"emand for various types of 27eese in

"emand for various types of 27eese in t7e #ndian mar:ett7e #ndian mar:et T

Tyyppe e oof f 2277eeeessee D D oof f ttoottaal l 22oonnssuummppttiioonn P

Prroo22eesssseedd BB,, C

C77eeeesse e sspprreeaadd 66,, M

Mooaarreellllaa //,, (

(llaavvoorreeddSSppii22eedd BB O

Ott77eerrss BB

(he ma'or payers are !mu- ritannia- and Da#on Internationa dominatin" the mar8et. &ther ma'or #rands 6ere Fi'aya- Fer8a and =andini Aa #rands of various re"iona dairy cooperatives and Fadia. (he heavy advertisin" and promotions #ein" underta8en #y these ne6 entrants is expected to ead to stron" 20> "ro6th in the se"ment. !mu has aso #ecome more a""ressive 6ith aunch of ne6 variants such as %o??area cheese Aused in Pi??a- cheese po6der- etc.

(he entry of ne6 payers and increased mar8etin" activity is expected to expand the mar8et. ! the ma'or payers are expandin" their capacities

Capa2ity e9pansion in C7eese Capa2ity e9pansion in C7eese C

Coommppaannyy ''rraannddss SttaSattee CCaappaa22iittyy "ynami2s

"ynami2s %roup %roup

M

Maannuuffaa22ttuurrees s ffoorr 'ritannia 'ritannia M Maa77aarraass77ttrraa 66B B ttoonns s ppeerr day day %

%CCMMMM(( AAmmuull %u%uFFaarraatt ++, , ttoonns s ppeerr day day A APP""""CC(( 11iiFFaayyaa AnAndd77rraa Prades7 Prades7 / /, , ttoonns s ppeerr day day Mil: Po?der Mil: Po?der

%i8 po6der is mainy of 2 types J hoe mi8 po6der J S8immed mi8 po6der

hoe mi8 po6der contains fat- as distin"uished from s8immed mi8 po6der- 6hich is produced #y removin" fat from mi8 soids. S8immed mi8 po6der is preferred #y diet conscious consumers. Dairy 6hitener s contain more fat than s8immed mi8 po6der #ut ess compared to 6hoe mi8 po6der. Dairy 6hiteners are popuar mi8 su#stitute for ma8in" tea- coffee etc.

(he penetration of these products in mi8 a#undant re"ions is driven #y convenience and non perisha#e nature Aon"er shef ife of the product.

Dairy sector of advanced nations export mi8 products 6ith a su#sidy of K 1000 per tones 6ith a eve of su#sidy more than 0 > of the price of mi8 po6der produced in

India- this has ed to ar"e scae imports of mi8 po6der #oth in 6hoe and s8immed form. (o protect the domestic sector from these su#sidi?ed imports the centra "overnment has recenty increased the #asic import duty on a imports of mi8 po6der more than 10000 %( to 0> from 1>. ,or imports ess than 10000 %( the #asic customs duty has #een eft unchan"ed at 1>.

In 200: India is estimated to have imported a#out 1:-000 tonnes of mi8 po6der a"ainst a tota estimated production of 2.40 *a8h %(s. In 2005;0: India is expected to export 10000 %( of s8immed mi8 po6der due to rise in internationa prices to K2300 per %( from ast year7s eves of K1400 per %(. (hese expectations are #ased on the stron" demand from $ussia- East !sia and *atin !merica- and aso on ti"htenin" of suppy in E- 6hich accounts for 5> of the annua "o#a S8immed %i8 Po6der exports. Mil3 Collection Cycle

Mil3 Collection Cycle

(he success of each and every dairy industry is the "ettin" the mi8 from the farmers and ma8in" that mi8 in use as soon as possi#e #efore that mi8 "et spoied #ecause the mi8 is the perisha#e product. ,or the smooth runnin" the #usiness of dairy

industry the industry must concentrate on the mi8 coection cyce. !mu dairy is very conscious a#out the mi8 coection cyce #ecause the #ase of the success of the !mu is mi8 coection cyce.

Prod/ction ca%acity of Am/l

Prod/ction ca%acity of Am/l

 utter 0 to 0 (ones

 Po6der pant 50 tones

 Po6der pant 0 tones

Ma4or Players Ma4or Players

%i8 Po6derBDairy hitenersH %a'or s8immed mi8 #rands are Sa"ar A+C%%, and =andini Aarnata8a %i8 ,ederation- !mu ,u Cream mi8 po6der is a 6hoe mi8 po6der #rand.

*eadin" #rands in the dairy 6hitener se"ment are =estLs Everyday- +C%%,7s !muya-Damia Industry7s Sapan- 6aity Dairy India7s reamountry- oc8hardt7s ,arm ,resh and ritannia7s %i8man Dairy hitener.

Condensed Mil3 Condensed Mil3

(he condensed mi8 mar8et has "ro6n from 9000 %( in 2005 to 11000 %( in 200:. Condensed mi8 is a popuar in"redient used in home;made s6eets and ca8es. =estLs %i8maid is the eadin" #rand 6ith more than > mar8et share. (he ony other competitor is +C%%,7s !mu.

Infant 9oods Infant 9oods

=este is the mar8et eader in the se"ment. (his is a cate"ory 6here #rand oyaties are very stron" as mothers 6ant the #est for their #a#ies. <ein? is the ony other si"nifi cant competitor to =este in this se"ment. =estLs Cereac and =estum to"ether have around :0> mar8et share and <ein?7s ,arex has cose to 1:> share. or8 hard is a reativey ne6 entrant 6ith its ,irst ,ood #rand. oc8hardt aso proposes to aunch a ne6 #a#y food Easum containin" moon" Amoon" is one of the easiy di"esti#e puses. (he Easum #rand 6i directy compete 6ith =este7s =estum Amade from rice.

In infant formua aso =este7s *acto"en formua and *acto"en standard formua are the eadin" #rands 6ith around 5> mar8et share. &ther #rands are <ein?7s *actodex ,arex- oc8hardt7s M$apta8os- and !mu7s !muspray

MaFor dairy produ2ts manufa2turers MaFor dairy produ2ts manufa2turers So

Some me of of tt7e 7e mamaFFoor r dadairiry y prproodudu2t2ts s mamannufufa2a2ttururerers s in in tt7e7e 2ountry3 2ountry3 C Coommppaannyy ''rraannddss MMaaFFoor r PPrroodduu22ttss N Neessttlle e ##nnddiiaa !imited !imited Mil:maid4 Cerela24 Mil:maid4 Cerela24 !a2toGen4 Milo4 !a2toGen4 Milo4 Everyday Everyday

S?eetened 2ondensed mil:4 S?eetened 2ondensed mil:4 malted foods4 mil: po?der malted foods4 mil: po?der

and "airy ?7itener and "airy ?7itener M

Miill: : ffoooodd !imited

!imited

M

Miill: : ffoooodd %%77eeee4 4 ii22e e 22rreeaamm4 4 aannd d oott77eerr mil: produ2ts mil: produ2ts S Smmiitt7 7 55lliinnee 'ee27am 'ee27am !imited !imited Horli2:s4 Maltova4 Horli2:s4 Maltova4 1iva 1iva

Malted Mil: food4 G7ee4 Malted Mil: food4 G7ee4 butter4 po?dered mil:4 mil: butter4 po?dered mil:4 mil: fluid and ot7er mil: based fluid and ot7er mil: based

baby foods< baby foods< #ndodan #ndodan #ndustries #ndustries !imited !imited # #nnddaannaa CCoonnddeennsseed d mmiill::4 4 ss::iimmmmeedd mil: po?der4 ?7ole mil: mil: po?der4 ?7ole mil:

po?der4 dairy mil: po?der4 dairy mil: ?7itener4 27illed and ?7itener4 27illed and

pro2essed mil: pro2essed mil:

%

%uuFFaarraat t CCoo.. op

opereratativive e mimil:l: Mar:etinG Mar:etinG (ederation (ederation !imited !imited A

Ammuull ''uutttteerr4 4 2277eeeesse e aannd d oott77eerr mil: produ2ts mil: produ2ts H H<<JJ< < HHeeiinn !imited !imited (are94 Complan4 (are94 Complan4 %la2tose4 %la2tose4 'onniemi94 'onniemi94 1itamil: 1itamil:

#nfant Mil:food4 malted #nfant Mil:food4 malted

Mil:food Mil:food

'

'rriittaannnniiaa MMiill::mmaann (lla(avvoorreed d mmiill::4 4 2277eeeessee4 4 MMiill:: Po?der4 %7ee Po?der4 %7ee C

Man/fact/ring Process Man/fact/ring Process

%i8 is pasteuri?ed #y treatin" it to hi"h temperature for a short time. (he main aim in treatin" mi8 6ith hi"h temperature is to destroy the disease causin" patho"ens and to improve 8eepin" )uaity.

Separation machine is typicay a hi"h po6ered centrifu"e. (he centrifu"a force ma8es mi8 fat "o#ues and emer"es as cream from the separator #o6. Separation of cream produces s8im mi8 from 6hich severa dairy products are made.

a#y foodH ,resh mi8- 6hich is received from farmersB traders- is chied and stored. (hen %S s8immedB 6et s8immed mi8 and su"ar are added in tur#o mixture to achieve the desired specifications of in"redients in the mi8. (his is foo6ed #y addition of vitamins and mineras. (his mi8 6hich contains in"redients to specifications is fitered-cooed- anay?ed and then purified. (hen it passes throu"h specific pasteuri?ation and is ta8en to evaporator for pre;condensin". Pre;condens ate is homo"eni?ed- cooed and stored. Cooed pre;condensate is heated and dried in spray drier AE"ron. (hen su"ar is added. (he po6der is then passed throu"h chemica anaysis to chec8 )uaity and is fied in tins throu"h fiin" machines. (hese tins are "assed durin" "as mix and then pac8ed and dispatched in card#oard cartons.

</tter6

</tter6 hoe mi8 is first separated into s8im mi8 and cream #y centrifu"a force in a separator. (he cream is then pasteuri?ed either throu"h #atch process or a continuous process. In #atch process- cream is heated to a minimum of 540 C and hed at the

temperature for 30 minutes- 6hie in continuous process it is heated at :0 C and is hed for ony 1 seconds. (he heat treatment destroys #acteria- inactivates en?ymes and "ives the cream a coo8ed favour.

!fter pasteuri?ation- a temperin" process is appied in 6hich cream is hed at 100 C to ao6 rearran"ement of the fat crystas. (he cream is then churned to produce #utter. Continuous churnin" converts cream into #utter in a fe6 minutes 6hie #atch churnin" ta8es a on"er time. Composition and coour ad'ustment is aso done at the churnin" sta"e and a sat soution is added to "ive the finished #utter a saty taste. !#out 13 itres of mi8 6ith > fat is re)uired to produce 1 8" of #utter.

Cheese6

Cheese6 (here are thousands of varieties of cheese in the 6ord. (he type of manufacturin" process used in the production of cheese determines its favour- 6hich ran"es from extremey mid to very sharp- and its texture- 6hich can #e semi;soid to amost stone hard. Cheese ma8in" re)uires four main in"redients ; "ood )uaity mi8-rennet or coa"uatin" acids- cuture and sat. Cheese is "eneray made from co67s mi8. !#out 10 itres of mi8 6ith 3> fat is re)uired for ma8in" 1 8" of cheese. =atura Cheese is made #y coa"uatin" or curdin" mi8- stirrin"  heatin" the curd- drainin" off the 6hey and coectin" or pressin" the curd. (he desired favour and texture is o#tained #y varyin" the temperature- humidity and time period of the curin" process. S6eetened condensed mi8 is usuay made from fresh mi8 #y addin" su"ar to the mi8 pre;6armin"

and concentratin" the mixture in the hi"h vacuum. (he syrupy mi8 is then cooed so that the actose crystai?es as very fine crystas and then the product is coa"uated.

9/t/re Pros%ects 9/t/re Pros%ects

IndiaN N s dairy sector is expected to tripe its production in the next 10 years in vie6 of expandin" potentia for export to Europe and the est. %oreover 6ith (& re"uations expected to come into force in comin" years a the deveoped countries 6hich are amon" #i" exporters today 6oud have to 6ithdra6 the support and su#sidy to their domestic mi8 products secto r. !so India today is the o6est cost producer of per itre of mi8 in the 6ord- at 25 cents- compared 6ith the .S7 3 cents- and GapanN N s K2.: doars. !so to ta8e advanta"e of this o6est cost of mi8 production and increasin" production in the country mutinationa companies are pannin" to expand their activities here. Some of these mi8 producers have aready o#tained )uaity standard certificates from the authorities. (his 6i hep them in mar8etin" their products in forei"n countries in processed form.

(he ur#an mar8et for mi8 products is expected to "ro6 at an acceerated pace of around 33> per annum to around $s.43-0 0 crores #y year 200:. (his "ro6t h is "oin" to come from the "reater emphasis on the processed foods sector and aso #y increase in the conversion of mi8 into mi8 products. y 200:- the vaue of Indian dairy produce is expected to #e $s 10- 00-000 miion. Presenty the mar8et is vaued at around $s5-00-000mn.

COMP

COMPANY PROFILE

ANY PROFILE OF AMUL

OF AMUL

The Am/l > Meaning

The Am/l > Meaning

AMUL -e!& 1 #r'cee 1 '& S!&,r'" . A 2*!'"y c$&"r$ e3#er" '& A&!&d *e"ed "he br!&d &!-e 1AMUL /r$- "he S!&,r'" +$rd 1A-$$y! !r'!&"5 ! -e!&'& 1#r'cee !re /$*&d '& eer! I&d'!& !&*!e. A-* #r$d*c" h!e bee& *ed '&

-''$& $/ h$-e '&ce 946 .

 A-* b*""er  A-* -', #$+der  A-* hee  A-*#r!y  A-* cheee  A-* ch$c$!"e

 A-* Ice

cre!-$d!y A-* ' ! y-b$ $/ -!&y "h' & . $/ h' h  2*!'"y #r$d*c" $ d !" re!$&!be #r'ce .  "r'*-#h $/ '&d'e&$* "ech&$$y . O/ "he -!r,e"'& !y $/ ! /!r-er $r!&':!"'$& . A&d #r$e& -$de /$r d!'ry dee$#-e&" .

M&TT&? @II&'? A' ;UALITY P&LICY M&TT&? @II&'? A' ;UALITY P&LICY M&TT&

M&TT&

(he main motto of !%* is to hep farmers. ,armers 6ere the foundation stone of !%*. (he system 6or8s ony for farmers and for consumers- not for profit. (he main of !%* is to provide )uaity product s to the consumers at minimum cost. (he "oa of !%* is to provide maximum profit in terms of money to the farmers.

@II&' @II&'

Fision of !%* is to provide and vanish the pro#ems of farmers Ami8 producers. (he !%* apparition 6as to run the or"ani?ation 6ith co;operative of four main parties- the farmers- the representatives- the mar8eters- and the consumers.

;UALITY P&LICY ;UALITY P&LICY

e the motivated and devoted 6or8 force of !%* are committed to produce 6hoe some and safe foods of exceent )uaity to remain mar8et eaders throu"h depoyment of )uaity mana"ement system- state of art technoo"y innovation and eco; friendy dei"htment of customer and #etterment of mi8 producer

7IT&RY 7IT&RY

In eary 1940s a farmer in aira district- as ese6here in India- derived his income amost entirey from seasona crops. (he income from mi8 6as patry and coud not #e depended upon. (he main #uyers 6ere mi8 traders of Poson *td.;a privatey o6ned

company that en'oyed monopoy for suppy of mi8 from aira to the +overnment %i8 Scheme om#ay. (he system eads to expoitation of poor and iiterate farmers #y the private traders.

<o6ever- 6hen the expoitation #ecame intoera#e- the farmers 6ere frustrated. (hey

coectivey appeaed to Sardar Faa#h#hai Pate- 6ho 6as a eadin" activist in the freedom movement. Sardar Pate advised the farmers to se the mi8 on their o6n #y esta#ishin" a cooperative union- instated of suppyin" mi8 to private traders. Sardar Pate sent the farmer to Shri %orar'i Dasai in order to "ain his Co;operation and hep. Shri Dasai hed a meetin" at OSamr8ha via"e near !nand- on Ganuary 4- 194. <e advised the farmers to from a society for coection of the mi8.(hese via"e societies 6oud coect the mi8 themseves and aso decided prices for that 6hich 6oud #e profita#e for them. (he district union 6as aso from to coect the mi8 from such via"e

cooperative societies and to se them. It 6as aso resoved that the "overnment shoud as8ed to #uy mi8 from the union.

<o6ever- the "overnment did not seem to hep farmer #y any means. It "ave the ne"ative response #y turnin" do6n the demand for the mi8. (o respond to this action of "overnment- farmer of aira district 6ent on a mi8 stri8e. ,or 1 days not a sin"e drop of mi8 6as sod to the traders. !s a resut the om#ay mi8 scheme 6as severey affected. (he mi8 commissioner of om#ay then visited !nand to assess the situation. ,iney he decided to fufi the farmers demand.

(hus their cooperative unions 6ere forced at via"e and district eve to coect and se mi8 on a cooperative #asis- 6ithout the intervention of "overnment. %r. Fer"hese urien had main interest in esta#ishin" union 6ho 6as supported #y Shri (ri#huvandas Pate 6ho convinced farmers in formin" the cooperative unions at thevia"e eve. O(he aira

District Co;operative %i8 Producers nion 6as thus esta#ished in !nand and 6as re"istered formay under section 10 of om#ay !ct FII of 192 on Decem#er 14- 194. Since then farmers are sein" a the mi8 in !nand throu"h cooperative union. In 19 it 6as commony decided the se mi8 under the #rand name O!mu

!t the initia sta"e ony 20 iters of mi8 6as coected everyday. ut 6ith the "ro6in" a6areness of the #enefits of the co;operative;ness the coection of mi8 increased. (oday !mu coe ct 0- 00-000 iters of mi8 everyday. !s the mi8 is perisha#e commodity it #ecame difficut to preserve mi8 for a on"er period. esides

6hen the mi8 6as to #e coected from the far paces there 6as a fear of spoiin" of mi8. (o over come this pro#em the union thou"ht to deveop the chiin" unit at various 'unctions- 6hich 6oud coect the mi8 and coud chi so as preserve it a for a on"er period. (hus- today !mu has more than 1: chiin" centers in various via"es. %i8 is

coected from amost 1095 societies.

ith the financia hep from =ICE,- assistance from the "overnment of =e6 eaand under the Coom#o pan- of $s. 0 miion for factory to manufactory mi8 po6der and #utter. Dr. $a'endara Prasad- the president of India aid the foundation on =ovem#er 0- 194. Shri Pandit Ga6ahara =ehru- the prim minister of India decared it

! pant to manufacture #aanced catte feed 6as formay commissioned on &cto#er 31- 194 #y Shri *a#ahadur Shastri- the Prime %inister of India. !t the re)uest of the "overnment of India- a ne6 dairy 6ith a capacity to manufacture 40 tons of mi8 po6der and 20 tons of #utter a day 6as competed in 193. (his 6as meant to meet the

re)uirement of Indias defense forces. (he dairy 6as decared open #y Shri%orar'i Desai in !pri- 19. in 1954- the aira nion setup a pant to manufacture hi"h;protein 6eanin" food- chocoate and mated food at %o"ar- a#out : 8m south of !nand.

In Septem#er- 19:1- the second catte feed pant at Oan'ari 6ere started. (he succesion of the co;"eneration pro'ect on Septem#er 11- 19:- mar8ed a miestone on the ener"y front 6hen t6o "as tur#ine "enerators of 1. % each #ased on natura "as- 6ere commissioned. &n &cto#er 31- 1992- Dr. F. urien chairman- =ationa Dairy Deveopment oard- aid the foundation of aira nions third dairy 6ith a processin" capacity of . a8h iters of mi8 a day. or8 on the third dairy and cheese pant at Ohatra' 6ith capacity for 20 %etric (on of cheese per day- #e"an in ,e#ruary- 1994. !so in 1994- aira nion put up #read spread pant at O%o"ar 6ith the assistance from =ationa Dairy Deveopment oard.

+u'arat Cooperative %i8 %ar8etin" ,ederation A+C%%, is India7s ar"est food products mar8etin" or"ani?ation. It is a state eve apex #ody of mi8 cooperatives in

+u'arat 6hich aims to provide remunerative returns to the farmers and aso serve the interest of consumers #y providin" )uaity products 6hich are "ood vaue for money.

Mem2ers6

Mem2ers6 13 district cooperative mi8 producers7

nion 'o. of Prod/cer Mem2ers6

'o. of Prod/cer Mem2ers6 2. miion

'o. of @illage ocieties6

'o. of @illage ocieties6 12-592

Total Mil3 handling ca%acity6

Total Mil3 handling ca%acity6 10.1 miion itres per day

Mil3 collection

Mil3 collection 2.3: #iion itres

Mil3 collection

Mil3 collection . miion itres

Mil3 rying Ca%acity6

Mil3 rying Ca%acity6 94 %ts. per day

Cattle feed man/fact/ring Ca%acity6

Cattle feed man/fact/ring Ca%acity6 240 %ts per day

A2o/t Machinery A2o/t Machinery

In !%* Q 3 production of po6der- utter and %i8 are #ein" done continuousy. (hese productions are done #y atest machineries e)uipped 6ith computer system and it is handed #y one technicians.

; (he %i8 pasteuri?er machines #eon" to Alfa level com%anyAlfa level com%any of P/neP/ne ; Po6der pant machineries #eon" to L B T Larson and T/r2oL B T Larson and T/r2ocompany

of India

; utter production machineries #eon" to .#..#.com%ancom%any of s0itr8ly of s0itr8landand and other

; utter manufacturin" production machineries #eon" to imon 9eresimon 9eres com.of 9rance

&$+!=IS!(I&= S($C($E &, !%*

<oard of irector

<oard of irector

C7AIRMA'

C7AIRMA'

MA'A#I'# C7AIRMA'

MA'A#I'# C7AIRMA'

#'RAL MA'A#R

#'RAL MA'A#R

_{AITA'T #'RAL MA'A#R}

_{AITA'T #'RAL MA'A#R}

MA'A#R MA'A#R

PUTY MA'A#R PUTY MA'A#R

AITA'T MA'A#R AITA'T MA'A#R

_{'I&R CUTI@'I&R CUTI@}

'I&R &99ICR 'I&R &99ICR

'I&R AIT'I&R AITA'TA'T =&R!R =&R!R

Saes (urnover

S

Saallees s TTuurrnnoovveerr RRs s **mmiilllliioonn00 S S   **iin n mmiilllliioonn00 9949; 40 <;; 99;96 <790 400 99697 ;;40 4;0 99798 8840 4;; 99899 ==9= 49< 99900 ==8; 49< =0000 ==;88 ;00 =000= =<<6; ;00 =00=0< =74;7 ;7; =00<04 =894 66 =0040; =9==; 67= =00;06 <77<6 8;0 =00607 =00708 =00809 =0090 4=778 ;==;4 67< 800;< 0;0 <=; ;0; 700

List of Prod/cts Mar3eted6 List of Prod/cts Mar3eted6

<read s%reads6 <read s%reads6

 !mu utter

 !mu *ite *o6 ,at read spread

Cheese Range6 Cheese Range6

 !mu Pasteuri?ed Processed Cheddar Cheese  !mu Processed Cheese Spread

 !mu Pi??a A%o??area Cheese  !mu Shredded Pi??a Cheese

 !mu Emmenta Cheese

 !mu +ouda Cheese

 !mu %aai Paneer Acotta"e cheese  ttery Deicious Pi??a

Mithaee Range (thnic s0eets)6 Mithaee Range (thnic s0eets)6

 !mu Shri8hand A%an"o- Saffron- !mond Pistachio- Cardamom

 !mu !mra8hand

 !mu %ithaee +ua#'amuns

 !mu %ithaee +ua#'amun %ix

 !mu %ithaee ufi %ix

 !vsar *adoos

U7T Mil3 Range6 U7T Mil3 Range6

 !mu Sha8ti 3> fat %i8  _{!mu (aa?a 1.> fat %i8}  !mu +od 4.> fat %i8

 !mu ,resh Cream

 !mu Sno6cap Softy %ix

P/re #hee6 P/re #hee6

 !mu Pure +hee

 Sa"ar Pure +hee

 !mu Co6 +hee

Infant Mil3 Range6 Infant Mil3 Range6

 !mu Infant %i8 ,ormua 1 A0; months  !mu Infant %i8 ,ormua 2 A  months a#ove  !muspray Infant %i8 ,ood

Mil3 Po0ders6 Mil3 Po0ders6

 !mu ,u Cream %i8 Po6der  !muya Dairy hitener  Sa"ar S8immed %i8 Po6der

0eetened Condensed Mil36 0eetened Condensed Mil36

 !mu %ithaimate S6eetened Condensed %i8

9resh Mil36 9resh Mil36

 !mu Sha8ti Standardi?ed %i8 4.> fat  !mu Sim  (rim Dou#e (oned %i8 1.> fat  !mu Saathi S8immed %i8 0> fat

 !mu Co6 %i8

C/rd Prod/cts6 C/rd Prod/cts6

 Ro"i S6eetened ,avoured Dahi ADessert  !mu %asti Dahi Afresh curd

 !mu %asti Spiced utter %i8

Am/l Ice creams6 Am/l Ice creams6

 Royal Treat RangeRoyal Treat Range Autterscotch- $a'#ho"- %aai ufi

 '/t:o:Mania Range'/t:o:Mania Range Aa'u Dra8sh- esar Pista $oyae- ,ruit onan?a- $oasted

!mond

 'at/re1s Treat'at/re1s Treat A!phanso %an"o- ,resh *itchi- Shahi !n'ir- ,resh Stra6#err

y-ac8 Currant- Santra %antra- ,resh Pineappe

 /ndae Range/ndae Range A%an"o- ac8 Currant- Sundae %a"ic- Dou#e Sundae

 AssorteAssorted d TTreatreat AChoco#ar- Doies- ,rosti8- Ice Candies- (ricone-

Chococrunch-%e"a #ite- Cassatta

 Utterly elicio/sUtterly elicio/sAFania- Stra6#erry- Chocoate- Choc chips- Ca8e %a"ic

Chocolate B Confectionery6 Chocolate B Confectionery6

 !mu %i8 Chocoate

 !mu ,ruit  =ut Chocoate

<ro0n <everage6 <ro0n <everage6

 =utramu %ated %i8 ,ood

Mil3 rin36 Mil3 rin36

 !mu oo ,avoured %i8 A%an"o- Stra6#erry- Saffron- Cardamom-

$ose-Chocoate

7ealth <everage6 7ealth <everage6

 !mu Sha8ti hite %i8 ,ood

Amul 'utter %irl Amul 'utter %irl

Edited from an article by Mini Verma published in The AsianThe Asian Age

Age on March 3, 1996

T7e moppet ?7o put Amul on

T7e moppet ?7o put Amul on #ndia8s brea:fast table#ndia8s brea:fast table

0 years after it 6as first aunched- !mu7s sae fi"ures have 'umped from 1000 tonnes a year in 19 to over 2-000 tonnes a year in 200:. =o other #rand comes even cose to it. ! #ecause a thum#;si?ed "ir cim#ed on to the hoardin"s and put a spe on the masses.

<om2ay6

<om2ay6 Summer of 195. ! Charni $oad fat. %rs. Sheea %ane- a 2:;year;od house6ife is out in the #acony dryin" cothes. ,rom her second foor fat she can see her nei"h#ours on the road. (here are other peope too. (he cro6d seems to #e "ro6in" ar"er #y the minute. na#e to cur# her curiosity Sheea %ane hurries do6n to see 6hat a the commotion is a#out. She expects the 6orst #ut can see no si"ns of an accident. It is her four;year;od 6ho dra6s her attention to the hoardin" that has come up overni"ht. It 6as the first !mu hoardin" that 6as put up in %um#ai- recas Sheea %ane. Peope oved it. I remem#er it 6as our favourite topic of discussion for the next one 6ee8 Every6here 6e 6ent someho6 or the other the campai"n a6ays seemed to crop up in our conversation.

Ca her the ,riday to ,riday star. $ound eyed- chu##y chee8ed- 6in8in" at you-from strate"icay paced hoardin"s at many traffic i"hts. She is the !mu moppet everyone oves to ove Aincudin" pric8y votaries of the Shiv Sena and GP. <o6 often have 6e stopped- oo8ed- chuc8ed at the !mu hoardin" that casts her sometime as the coy- shy %adhuri- a #od sensuous rmia or simpy as hersef- dressed in her itte po8a dotted dress and a red and 6hite #o6- hodin" out her favourite pac8et of #utter.

,or 30 odd years the ttery uttery "ir has mana"ed to 8eep her fan foo6in" intact. So much so that the ads are no6 ready to ente r the Guinness Book of World Records for #ein" the on"est runnin" campai"n ever. (he utimate compiment to the #utter came 6hen a ritish company aunched #utter and caed it ttery uttery- ast

year.

It a #e"an in 19 6hen Syvester daCunha- then the mana"in" director of the advertisin" a"ency- !SP- cinched the account for !mu #utter. (he #utter- 6hich had #een aunched in 194- had a staid- #orin" ima"e- primariy #ecause the earier

advertisin" a"ency 6hich 6as in char"e of the account preferred to stic8 to routine-corporate ads.

O&e $/ "he /'r" A-* h$!rd'&

In India- food 6as somethin" one coudn7t afford to foo around 6ith. It had #een ta8en too seriousy- for too on". Syvester daCunha decided it 6as time for a chan"e of ima"e. (he year Syvester daCunha too8 over the account- the country sa6 the #irth of a campai"n 6hose charm has endured fic8e pu#ic opinion- "immic8ry and a ese. (he !mu "ir 6ho ends hersef so competey to !mu #utter- created as a riva to the Poson #utter "ir. (his one 6as sexy- via"e #ee- cothed in a tantai?in" choli a #ut coverin" her upper re"ions. Eustace ,ernande? Athe art director and I decided that 6e needed a "ir 6ho 6oud 6orm her 6ay into a house6ife7s heart. !nd 6ho #etter than a itte "irT says Syvester daCunha. !nd so it came a#out that the famous !mu %oppet 6as #orn.

(hat &cto#er- amp 8ios8s and the #us sites of the city 6ere spashed 6ith the moppet on a horse. (he #aseine simpy said- (horou"h #read- ttery uttery Deicious !mu-. It 6as a matter of 'ust a fe6 hours #efore the daCunha office 6as rin"in" 6ith cas. =ot 'ust aduts- even chidren 6ere cain" up to say ho6 much they had i8ed the ads. (he response 6as phenomena- recas Syvester daCunha. e 8ne6 our campai"n 6as "oin" to #e successfu.

,or the first one year the ads made statements of some 8ind or the other #ut they had not yet ac)uired the topica tone. In 195- Syvester decided that "ivin" the ads a soid concept 6oud "ive them extra miea"e- moredum- so to say. It 6as a decision that 6oud stand the daCunhas in "ood stead in the years to come.

In 199- 6hen the city first sa6 the #e"innin" of the <are $ama <are rishna movement- Syvester daCunha- %ohammad han and sha andar8ar- then the creative team 6or8in" on the !mu account came up 6ith a cincher ;; 7<urry !mu- <urry <urry7. om#ay reacted to the ad 6ith a fervour that 6as amost as devout as the Is8on fever.

(hat 6as the first of the many topica ads that 6ere in the offin". ,rom then on !mu #e"an payin" the roe of a socia o#server. &ver the years the campai"n ac)uired that a

important !mu touch.

India oo8ed for6ard to !mu7s evocative humour. If the =axaite movement 6as the happenin" thin" in Cacutta- !mu 6oud #e up there on the hoardin"s sayin"- read 6ithout !mu utter-cholbe na cholbe na A6on7t do- 6on7t do. If there 6as an Indian !irines stri8e !mu 6oud #e there a"ain sayin"- Indian !irines on7t ,y ithout !mu.

(here are stories a#out the #utter that peope i8e to reate over cups of tea. ,or over 10 years I have #een coectin" !mu ads. I especiay i8e the ads on the #ac8s of the #utter pac8ets- says %rs. Sumona Farma. hat does she do 6ith these adsT I have made an a#um of them to amuse my "randchidren- she au"hs. (hey are amost part of our cuture- aren7t theyT %y "randchidren are aready #e"innin" to reaise that these ads are not 'ust a source of amusement. (hey ma8e them a6are of 6hat is happenin" around them.

Despite some of the ne"ative reactions that the ads have "ot- DaCunhas have made it a poicy not to pay it safe. (here are numerous ads that are ris)uL in tone.

e had the option of #ein" s6eet and payin" it safe- or ma8in" an impact. ! fine #aance had to #e struc8. e have a campai"n that is stron" enou"h to ma8e a statement. I didn7t 6ant the hoardin"s to #e peasant or tame. (hey have to say somethin"- says $ahu daCunha.

e ran a coupe of ads that created )uite a furore- says Syvester daCunha. (he Indian !irines one reay an"ered the authorities. (hey said if they didn7t ta8e do6n the ads they 6oud stop suppyin" !mu #utter on the pane. So utimatey 6e discontinued the ad- he says au"hin". (hen there 6as the time 6hen the !mu "ir 6as sho6n 6earin" the +andhi cap. (he hi"h command came do6n heavy on that one. (he +andhi cap 6as a sym#o of independence@ they coudn7t have anyone not ta8in" that seriousy. So despite their reuctance the hoardin"s 6ere 6iped cean. (hen there 6as an ad durin" the +anpati festiva 6hich said- +anpati appa more +hya A+anpati appa ta8e more. (he Shiv Sena peope said that if 6e didn7t do somethin" a#out removin" the ad they 6oud come and destroy our office. It is surprisin" ho6 vi"iant the poitica forces are in this

country. Even 6hen the Enron ads AEnr on or off 6ere runnin"- $e#ecca %ar8 6rote to us sayin" ho6 much she i8ed them.

A-*> #$'&" $/ 'e+ $& "he MR c$//ee c$&"r$ery

(here 6ere other instances too. <eroine !ddiction- !mu7s itte 'o8e on <ussain had the artist rin"in" the daCunhas up to re)uest them for a #o6 up of the ad. <e said that he had seen the hoardin" 6hie passin" throu"h a sma district in P. a<e sid says $ahu daCunha in amused tones. Indians do have a sense of humour- aftera.he had as8ed his assistant to ta8e a photo"raph of himsef 6ith the ad #ecause he had found it so funny- ,rom the Sixties to the =ineties- the !mu ads have come a on" 6ay. hie most peope a"ree that the !mu ads 6ere at their pea8 in the Ei"hties they sti maintain that the !mu ads continue to tease au"hter out of them.

here does !mu7s ma"ic actuay ieT %any #eieve that the charm ies in the catchy ines. (hat 6e au"h #ecause the humour is 6hat any#ody 6oud en'oy. (hey don7t pander to your nationaity or certain sentiments. It is pure and simpe- everyday fun.

PR&UCTI&'

PR&UCTI&' B&PRA

B&PRATI&'

TI&' P

PARTM'T

ARTM'T

I'TR&UCTI&'

Production mana"ement is refers to the process of correction of past mista8es catchin" up 6ith the ne6 techni)ues- ta8in" up steps 6ith deveopin" techni)ues and ta8in" measures for the production of "oods at competitive cost.U

(he #asic phiosophy of production mana"ement is to aunch a fronta attac8 on direct costs and effective use the avaia#iity manpo6er 6eavin" ne6 techni)ues in to the 6hoe to 8eep the production unit efficient and deveopin" production mana"ement is the process of pannin"- or"ani?in"- directin" and controin".

(he !mu is started 6ith ony 20 iters of mi8 per day. ut no6 !mu coect avera"e 9 a8hs of iters mi8 per day. !t the initia sta"e- !mu has not any pro#em re"ardin" mi8- #ut in the 6inter season there 6as excess suppy of mi8. So- !mu has to se out that excess mi8 at the o6 price or !mu has to face oss. (o removin" these pro#ems !mu ta8e decision to set up a pant to process the surpus mi8 #utter and mi8 po6der.

(oday the !mu has three pants no6n as !mu 1- 2  3 a three pant 6or8 24 hours a day continuousy. (he a manufacturin" process is done automaticay. (he production is done in the specia machines. (hese machines and the technoo"y are

import;id from the ($,(! PE! Company. (here is aso faciity of chiin" of mi8- so that the mi8 remains usa#e.

(oday three pant of !%* perform different function.

1. !%* Q 2 (oday in this unit- the produc tion process of +hee and pac8i n"s are runnin" .

2. !%* Q 3 (his unit is producin" !%* #ut ter- !%* sp ray po6der- and favored mi8.

0rgani'ation Structure

Managing irector $eneral Manager

airy !lant Asstt. $. M.

Manager Manager 0fficer A.M.

3!roduction4 31ng.4 31ng.4

y. Manager +orkers 0fficers

31ng.4 A.M. echnicians 31ng.4 1ng. +orkers 0fficers echnicians 1ng. +orker

Mil3 Collection Cycle Mil3 Collection Cycle

(he success of each and every dairy industry is the "ettin" the mi8 from the farmers and ma8in" that mi8 in use as soon as possi#e #efore that mi8 "et spoied #ecause the mi8 is the perisha#e product. ,or the smooth runnin" the #usiness of dairy

industry the industry must concentrate on the mi8 coection cyce. !mu dairy is very conscious a#out the mi8 coection cyce #ecause the #ase of the success of the !mu is mi8 coection cyce.

Prod/ction ca%acity of Am/l

Prod/ction ca%acity of Am/l

 utter 0 to 0 (ones

 Po6der pant 50 tones

 Po6der pant 0 tones

 ,avour mi8 40000 #ottes

A2o/t Machinery A2o/t Machinery

In !%* Q 3 production of po6der- utter and %i8 are #ein" done continuousy. (hese productions are done #y atest machineries e)uipped 6ith computer system and it is handed #y one technicians.

; (he %i8 pasteuri?er machines #eon" to Alfa level com%anyAlfa level com%any of P/neP/ne ; Po6der pant machineries #eon" to L B T Larson and T/r2oL B T Larson and T/r2ocompany

of India

; utter production machineries #eon" to .#..#.com%ancom%any of s0itr8ly of s0itr8landand and other

; utter manufacturin" production machineries #eon" to imon 9eresimon 9eres com.of 9rance

Am/l > + Ra0 Rece%tion oc3

Am/l > + Ra0 Rece%tion oc3

$eception doc8 is the very first department of any dairy 6here mi8 is unoaded and simutaneousy tested . !mu;2 has a 6e desi"ned $%$D - situated in the 6est 6in" of dairy . $a6 mi8 at !mu; 2 is received mainy throu"h cans . (here are 2 reception ines for unoadin" mi8 cans in !mu Q 2 . !#out 0 > of reception is of #uffao mi8 and remainin" 40> is co6 mi8 .

9lo0 chart of Am/l:+ %rocess

9lo0 chart of Am/l:+ %rocess

Unloading of cans

/hain conveyer

emoval of cans lid !hysically inception of milk

ransfer of milk to dump tank 3 56*57cans8 min4 9ilter

+eighing

aw milk collection tank : Amul *7

!asteuri'ation 3 At ;< / for 5= seconds4

Standardi'ation

Sent to different production section milk pouch packing section

</tter section

</tter section

(he uttery uttery Deicious #utter of the !mu is one of the most popuar product of !mu dairy aon" 6ith the famous #utter "ir . (he #utter section is ocated in !mu ;3 6hich manufactures (a#e utter - 6hite #utter and renduced sat #utter . (he section is competey computer controed and is e)uipped 6ith most modern imported e)uipments .utt er section very important as it handes fat- 6hic h is the costiest constituent . (he cream o#tained from process section is fuy utii?ed for #utter ma8in" . !mu 6hite and ta#e utter is exported to S! and various %idde Eastern countries .

&PRATI&'

&PRATI&'

(he cream for manufacturin" utter is receivin" from !mu;3 process section 6hie standardi?ation of mi8 . In !mu ;3 the mi8 fat 6i #e separated at a#ove 0 Cesius -the centrifu"a separators inine 6ith %i8 pasteuri?er separate this as cream . (he cream thus separated is pasteuri?ed and then pumped to the cream #uffer tan8s and to cream sio .!fter a"ein" at : Cesius for 24 hrs - cream is pumped to cream chi in" unit in the #utter section . there the temperature of cream is ad'usted to the re)uired churnin"