19-04-2013, 03:35 PM
A PROJECT REPORT ON AMUL DAIRY
AMUL DAIRY[.pdf (Size: 388.08 KB / Downloads: 247)
HISTORY OF AMUL
In the 1940s, in the district of Kaira in the State of Gujarat, India, a unique experiment was conducted that became one of the most celebrated success stories of India. At that time, in Gujarat, milk was obtained from farmers by private milk contractors and by a private company, Polson's Dairy in Anand, the headquarters of the district. The company had a virtual stranglehold on the farmers, deciding the prices both of the procured as well as the sold milk. The company arranged to collect, chill and supply milk to the Bombay Milk Scheme, which supplied milk to the metropolis of Bombay, and to cities in Gujarat. Polson's Dairy also extracted dairy products such as cheese and butter. Polson's Dairy exploited its monopoly fully; the farmers were forced to accept very low prices for their products, and the decisions of the company regarding the quality and even the quantity of the milk supplied by the farmers were final.
In 1946, inspired by Sardar Vallabhbhai Patel, a local farmer, freedom fighter and social worker, named Tribhuvandas Patel, organized the farmers into co-operatives, which would procure milk from the farmers, process the milk and sell it in Bombay to customers including the Bombay Milk Scheme. Purely by chance, in 1949, a mechanical engineer named Verghese Kurien, who had just completed his studies in engineering in the USA, came to India and was posted by the Government of India to a job at the Dairy Research Institute at Anand. Dr Kurien's involvement with the Kaira District Co-operative Milk Producers' Union Limited grew rapidly.
LOCATIONAL ADVANTAGES:-
The Kaira District is very good place for dairy industry from where it was ranged from a small dairy to the national level repute.
There are very clear and roads along with railways line for transportation due to this reason collection of milk easily and speedily take place here.
Anand is a big city, which is surrounded by many village being in a big city is easily available being situated Anand.
ACHIVEMENTS OF THE ORGANIZATION:-
Even at the time of its formation, GCMMF had three major products in its portfolio: liquid milk, butter and milk powder. Gradually, many new products were added to its range, largely milk derivatives. so that poorer people can also afford to drink milk. In the 1970s, Amul introduced its processed cheddar cheese, a malt based beverage called Nutramul and chocolates. In 1983, cheese spread was launched by GCMMF. Amulya, a dairy whitener was introduced and it soon became the market leader.
In 1996, Amul launched its Amul brand ice cream. India's ice cream market was estimated to be worth around Rs 8 billion in the year 2000 (about US$ 175.8 million). GCMMF launched its ice creams in fourteen flavours in the city of Mumbai (Bombay) and Gujarat State. At launch, prices were about 30% lower than the prevailing prices and GCMMF also emphasised that the ice cream did not contain any gelatin. In less than a year, Amul ice cream commanded a market share of about 55% in Gujarat and 30% in Mumbai; by the year 2000, its share in India as a whole had reached 30%. In 1997, Amul achieved further success when it managed to get various co-operatives in the country, trying to launch their own ice cream brands, to sell all their ice creams under the Amul brand name.
ORGANIZATIONAL CHARTS:-
GCMMF is a lean organisation, a strategy that is believed to provide it with a cost advantage. At its headquarters in Anand, four general managers (GMs) and four assistant general managers (AGMs) assist the managing director (MD). The four AGMs look after the functions of marketing, systems, co-operative services and technical projects, respectively. The four GMs are in charge of marketing (dairy products), human resources development and marketing (Dhara and new business), finance and quality assurance, respectively.
The whole country is divided into five zones, each headed by a zonal manager responsible for the sales of all products within his zone. These managers report to the MD but functionally each also reports to the various AGMs/GMs at the headquarters. There are 50 sales offices spread across the country (of which only two are in Gujarat); a sales manager heads each office and is assisted by sales officers and field salespersons. The entire country has been represented in this structure. GCMMF has one overseas office in Dubai.
PRODUCTION PROCESS
Production itself a process for converting the raw material into finished product after passing though different types of process steps. In the other words production process is a combination of collectively taken certain steps to receive finished final product.
1. Milk Storage at plant :-
The chilled milk received from various chilling center stored there in ―AMUL DAIRY‖ about 10-lakh liter of milk is collected every day from 1509 villages before collecting the fat it is checked in the laboratory. On laboratory test they decide about the amount of milk to be collected.
All the raw milk collected at ―AMUL DAIRY‖ is laboratory tested the fat and sniff of the milk then it is sent for pasteurizing.
2. Pasteurizing:-
After laboratory test of milk pasteurizing process is conducted through three pasteurization machines. The milk passed through the above machines with the help of water pumps. The milk in the pasteurizing machines is heated at 80 to 82 for 15 seconds and after it is cooled at 5‘ Co. After this method the pathogenic bacteria present in the raw milk are destroyed and the milk becomes good for use. Now this process milk goes to separator machine and some part of milk is sent to patching machine.