amul s marketing strategy pdf
#1

can you please send the marketing strategies of amul
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#2

Amul is an Indian dairy cooperative based in Anand in the state of Gujarat, India.

Formed in 1946, it is a brand run by a cooperative, Gujarat Milk Cooperative Cooperative Ltd. (GCMMF), which today is jointly owned by 3.6 million dairy farmers in Gujarat. The white revolution was headed by Tribhuvandas Patel under the direction of Sardar Patel. As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvandas became the founding president of the organization that led until his last day of his life. He hired Dr. Kurien three years after the White Revolution. He persuaded Dr. Kurien to stay and help with the mission of repose. It was history in the dairy industry.

Amul encouraged the White Revolution of India, which made the country the world's largest producer of milk and dairy products. In the process Amul became the largest food brand in India and has ventured into overseas markets. Dr. Verghese Kurien, founder-president of GCMMF for more than 30 years (1973-2006), is credited with the success of Amul. The seeds of this unusual saga were sown more than 65 years ago in Anand, a small town in the state of Gujarat in western India. The exploitative business practices followed by the local commercial cartel triggered the cooperative movement. Enraged by unfair and manipulative practices followed by commerce, farmers in the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of the intermediaries and form their own cooperative, which would have the acquisition, processing and marketing under their control.

In 1946, peasants in this area went on a milk strike refusing to be intimidated by the cartel. Under the inspiration of Sardar Patel and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Cooperative Association of Milk Producers Ltd., started with only two dairy cooperatives in the village and 247 liters of milk and today is better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founding president and committed professionalism of Dr. Verghese Kurien, who was entrusted with the task of running the dairy since 1950. The then Prime Minister of India, Lal Bahadur Shastri Decided that the same approach should become the basis of a national dairy development policy. He realized that Amul's success could be attributed to four important factors. Farmers owned the dairy, their elected representatives managed the village societies and the district syndicate, employed professionals to operate the dairy and run their businesses. More importantly, cooperatives were sensitive to the needs of farmers and responded to their demands. In 1965, the National Dairy Development Board was created with the basic aim of replicating the Amul model. Dr. Kurien was elected to lead the institution as its President and asked to replicate this model throughout the country.
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