AMUL FULL FORM| What does Amul actually mean?

Amul

Definition:Anand Milk Union Limited
Category:Business » Companies & Corporations
Country/Region:India India
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What does Amul actually mean?

Anand Milk Union Limited AMULThe Gujarat Cooperative Milk Marketing Federation, (GCMMF) manages the dairy brand. 

The headquarters of the cooperative are in Anand Gujarat, India. The cooperative produces a variety of dairy products, including milk, butter, cheese, icecreams, and health drinks. 

The Sanskrit word Amulya, which means “precious or priceless”, is the source of the word Amul.

Limited AMUL-Anand Milk Union

Anand Milk Union Limited

Anand Milk Union LimitedA brand so uniquely Indian has been part of our lives almost five decades ago and continues to touch a cord in our hearts. 

As a dynamic force that protects Indian producers and consumers, Brand Amul has been a symbol for many aspects: high-quality products at a reasonable price, the creation of a large co-operative network and a proven model in dairy development.

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1946 was the year that the colonial government in Mumbai obtained the right to purchase milk from the villages. Kaira district.The government was to distribute the milk in Mumbai. 

The firmPolson dairyThese farmers then hired contractors to collect milk from the villages. Farmers found contractors unreliable in collecting daily milk supplies and paid them an unfair and inadequately remunerative rate. 

The farmers refused to supply milk

The farmers refused to supply milk because they found this unacceptable. They formed a cooperative under the leadership of Sardar Vallabhbhai Patel, and Morarji Dasai. They were eventually granted the right to collect milk from the district and sell it to government.

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With 250 liters per day as the initial collection, the co-operative was founded. This was the start of the Kaira District Milk Producers Union. It was officially registered on December 14, 1946.

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Amul was the inspiration for ‘Operation Flood,’ and is credited with bringing about the ‘White Revolution in India’.. It started with two village cooperatives, 250 liters per day of milk. Today it distributes more than a million liters per day, collects milk and processes many milk products. 

It eliminates the middleman by managing the milk supply from the cattle farmer and sending it directly to the factory. Amul is a symbol for the aspirations and dreams of millions of farmers.

The father of the white revolution

We cannot overlook the extraordinary contribution of the “White Revolution” Dr.Verghese KurienWho is more well-known as the ““The father of the white revolution”His name is synonymous in India with the Amul brand. He is often called the “Milkman of India”. 

He has received many awards and accolades for his exceptional contributions, including the Ramon Magsaysay Award in Community Leadership, Padam Shri Padam Bhushan and Krishi Ratna Award, Wateler Prize Award from Carnegie Foundation, and many others.

The Amul Model is a 3-tier cooperative structure. The structure is composed of a Dairy Cooperative Society at village level, which is affiliated to a Milk Union in the District level. This Milk Federation at State level further federates with it. 

Milk collection takes place at the Village Dairy

To delegate different functions, a three-tier structure was created. Milk collection takes place at the Village Dairy Society. Milk Procurement & Processing takes place at the District Milk Union. Milk & Milk Products Marketing takes place at the State Milk Federation. 

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It was developed in Amul, Gujarat. The structure has been replicated throughout the country as part of Operation Flood Programme.

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The World Bank has more information about the effects of Operation Flood Programme. A Rs. An investment of Rs. 400 billion per year has yielded a return of Rs. 20 billion in a span of 20 years. 

This project has been one of the most successful World Bank projects. These efforts continue to have an impact on India’s milk production, which now stands at 90 million Metric Tonnes.

is the largest milk-producing cooperative in India

AMUL is the largest milk-producing cooperative in India. It is based in Anand and grows exponentially. It was originally marketed by Kaira District Cooperative Milk Producers’ Union, Anand. In 1973, it was taken over the Gujarat Cooperative Milk Marketing Federation, (GCMMF), and further joined hands with other milk cooperatives.

Today, it covers 2.12million farmers, 10.411 village-level milk collection centers, and 14 district-level plants (unions), all under the supervision of GCMMF (Gujarat cooperative milk marketing federation, ltd).

Amul has a large supply chain network that spans the country. Products are available in more than500 000 retail outletsThrough its network of over 2,000 members, it is available across India3,500 distributors.There are 47 stores with cold and dry warehouses that can buffer the inventory for all products.

Amul network uses an umbrella branding strategy. This means that they use a common brand to represent all product categories such as milk powders, liquid milk, butter, cream, butter, cheese, chocolate products, sweets and condensed milk. AMUL is India’s most well-known local brand across all categories.

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Amul’s core values have not changed. The core team that is associated with the brand has remained the exact same for many years. 

The Amul brand has grown even though the advertising agency hasn’t changed. FCB Ulka and Da Cunha have played an important role in Amul’s growth.

Amul’s unusual marketing strategy is truly amazing. Amul’s unique marketing strategy is really surprising, considering that advertising is a key part of today’s business world. Amul spends less than 1% on marketing, as opposed to the 7-8% spent by many food and consumer product companies.

The campaign features top-of-the-mind

The campaign features top-of-the-mind use of the jingle Utterly Butterly Delicious, animated Amul girl and is a world record. It has been registered in Guinness World Record. This record has also won many awards. Amul is ranked among the top 100 brands in Asia.

Amul’s sales have increased substantially from a turnover of Rs 1,114 crore during 1994-95.In 2010-11, Rs 9.774.2 croreAmul is ready to fight in the global arena. He has already entered overseas markets like Mauritius, UAE and United States of America.

Gujarat Cooperative Milk Marketing Federation Ltd. is not a business entity. It was created by milk producers to protect their interests economically, democratically and socially. Businesses create profits in order to share it with shareholders. 

GCMMF’s surplus is distributed to the farmers via the District Unions and the village societies. The structure allows capital to be circulated with value added.

This not only benefits the farmer, but also contributes to the development and well-being of the village. This is the greatest contribution that the Amul Model cooperative made to building the Nation.

Anand Pattern – How we work
Anand is home to the Kaira District Cooperative Milk Producers Union (Amul). Anand is home to economists, planners, administrators, milkmen, and journalists. Anand Pattern is an economic organizational pattern that benefits small producers by allowing them to work together in an integrated manner to create an economy for a large-scale business.
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Welcome to Amul Dairy !
We may be proud to have revolutionized the Indian dairy cooperative movement and alleviated the hardships of millions, but we are humble and believe that true development is in the development of individuals – our farmers.


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It was necessary to establish a plant to process extra milk into butter and milk powder. The Government of Bombay, the Government of India and a few skeptical Thomases accepted the logic of this step. India’s government helped the Union get financial assistance from UNICEF as well as assistance from New Zealand under their Colombo Plan. F.A.O. provided technical assistance. F.A.O. provided technical assistance. The foundation stone was laid on November 15, 1954 by Dr. Rajendra Prasad, the former President of India. It was completed on October 31, 1955. The late Pandit Jawaharlal Naehru, then the Prime Minister of India declared it open. The co-operative movement of milk producers was further boosted by the opening of the new dairy. This union was able to organize more villages co-operative societies, and to handle more milk every year. The world’s first ever buffalo milk processing machines were also created by this event. Kaira Union created the brand “Amul”, which is used to market its product range. The Sanskrit word Amulya, which means “priceless” or “precious”, is the source of the name Amul. Amul continued to make cheese and baby food commercially on a large scale, again using buffalo milk. This created a rich history.
1964 marked a turning point in India’s history of dairy development. Shri Lal Bahadur Shastri (then Prime Minister of India) visited Anand on 31 October to inaugurate Amul’s Cattle Feed Plant. He had spent the night with Kaira farmers and was able to see the results he hoped for. Mr Kurien, then General Manager of Amul, expressed his hope that the Amul model would be replicated throughout the country. 1965 saw the establishment of the National Dairy Development Board (NDDB), at Anand. By 1969-70, the NDDB had developed the Indian dairy development program known as “Operation Flood” and “White Revolution”. Even today, Operation Flood is the most extensive dairy development program ever created in the world. This model was Amul, and is commonly referred to in the history White Revolution as “Anand Pattern”. India is now the largest producer of milk in the world thanks to the replication of the “Anand Pattern”.

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