Amul Taste of India
|
Submitted by: CHETALI GUPTA 31
AAKANKSHA KOHLI 45
PRERANA MAJUMDAR 52
PRACHI MANDILWAR 54
| Managerial economics |
Introduction
The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul, which inspired 'Operation Flood' and heralded the 'White Revolution' in India. 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. 67.11 billion in 2008-09). 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.It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects, processes and distributes over a million liters of milk and milk products per day on behalf of millions of farmers. Further, as Ganga-ma carries the aspirations of generations for Moksha, Amul too has become a symbol of the aspirations of farmers, creating a pattern of liberation and self-reliance for each of them to follow.Amul (Anand Milk Union Limited), was formed in 1946. It is a brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. I chose
Submitted by: CHETALI GUPTA 31
AAKANKSHA KOHLI 45
PRERANA MAJUMDAR 52
PRACHI MANDILWAR 54
| Managerial economics |
Introduction
The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul, which inspired 'Operation Flood' and heralded the 'White Revolution' in India. 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. 67.11 billion in 2008-09). 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.It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects, processes and distributes over a million liters of milk and milk products per day on behalf of millions of farmers. Further, as Ganga-ma carries the aspirations of generations for Moksha, Amul too has become a symbol of the aspirations of farmers, creating a pattern of liberation and self-reliance for each of them to follow.Amul (Anand Milk Union Limited), was formed in 1946. It is a brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. I chose