ENVC ASSIGNMENT
SUBMITTED BY- AVNI PURI- HR SPECIALISATION-070
COMPANY-AMUL
OVERVIEW– Amul ( Anand milk Union limited), formed in 1946 is a dairy cooperative
movement in India. It is managed by Gujrat Co-operative Milk Marketing Federation Ltd.(
GCMMF). Amul is based in Anand, Gujrat and has been a sterling example of a co-operative
organisation’s success in the long term. The Amul pattern has established itself as a uniquely
appropriate model for rural development. This cooperative was further developed and
managed by Dr. Verghese Kurien with H.M. Dalaya. Amul became the first brand in the
world to make skimmed milk powder from buffalo milk in the 1960’s. Jointly owned by 2.6
million milk producer in Gujrat. The brand name- Amul means priceless and valuable. Amul
spurred the white revolution of India, which has made India the largest producer of milk and
milk products in the world.
BRAND NAME– “Amul” is the acronym of Anand Milk Union Limited
TAGLINE/SLOGAN– ” The taste of India”
THE JINGLE– Utterly, Butterly, Delicious…… Amul
THE CHARACTER– The Amul moppet has been the mascot of Amul since 1967, sporting a
young girl in red polka dot frock with ” Utterly, Butterly, Delicious Jingle.
MISSION STATEMENT– The motivated and dedicated workforce at amul are committed to
produce wholesome and safe foods of excellent quality to remain market
leader through development of quality management system, state of
art technology, innovation and eco-friendly operations to achieve delightment of customers
and milk producers”.
VISION STATEMENT-Amul has a vision to provide more and more satisfaction to the
farmers, employees and distributors.
AMUL’S PRODUCT RANGE
Amul bread spread ranges– Amul butter, Amul lite, Delicious margarine
Amul beverage range/ Milk drinks– Amul kool milk shake, Amul kool cafe, Amul kool
coco, Nutramul energy drink, Amul kool chocolate milk, Amul kool flavoured bottle
milk, Amul Kool Flavoured Tetra Pack, Amul Masti Spiced Buttermilk, Amul Kool
Lassee, Amul Kool Thandai, Amul Stamina Can, Amul Prolife Probiotic Lassee, Amul
Prolife Butter Milk
Amul powdered milk rang– Amul Spray Infant Milk Food, Amul Instant Full Cream
Milk Powder, Amul Sagar Skimmed Milk Powder, Sagar Tea Coffee Whitener, Amulya
Diary Whitener
Amul fresh milk ranges– Amul Fresh Milk, Amul Gold Milk, Amul Taaza Double Toned
Milk, Amul Lite Slim and Trim Milk, Amul Fresh Cream, Amul Shakti Toned Milk, Amul
Calci+, Amul Buttermilk
Amul Cheese Range– Amul Cheese Spreads, Amul Emmental Cheese, Amul Pizza
Mozzarella Cheese, Gouda Cheese
Amul Dhai Range– Amul Flaavyo Frozen Yoghurt, Amul Masti Dahi, Pro-biotic Dahi,
Amul mithai/ Desserts range-Amul Shrikhand, Amul Mithaee Gulab Jamoon, Amul
Basundi, Amul Avsar Ladoo, Amul Mithai Mate, Amul Mithaee Kulfi Mix
SWOT ANALYSIS
STRENGHTS
largest food brand in India & Asia
WEAKNESSES
Strong dependency on weak
infrastructure and completely
