10-07-2012, 02:06 PM
Amul Butter
AmulProject.pdf (Size: 2.06 MB / Downloads: 108)
History of Amul
Amul was formally registered on December 14, 1946. The brand name Amul, sourced from
the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in
Anand. Some cite the origin as an acronym to (Anand Milk Union Limited).
The Amul revolution was started as awareness among the farmers. It grew and matured into
a protest movement that was channeled towards economic prosperity.
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. It is a state level apex body of milk cooperatives in Gujarat which
aims to provide remunerative returns to the farmers and also serve the interest of consumers
by providing quality products which are good value for money.
Limitations of the study
The sample size of the survey was very large and tedious to interview.
The time taken to interview each consumer was a lot as every consumer had to be first
explained everything and had to be dealt with patience.
The consumers’ opinion at times was very biased due to existence of Amul in the
market since many years.
The time frame given to us was not enough to cover a larger of sample size.
Introduction on Ice Cream Industry
The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total
size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest
all is with the unorganized sector. Among the major players in this industry Hindustan Lever
has a market share of around 50%, represented mainly by Kwality Walls brand. Amul with an
estimated market share of 41% is rapidly gaining market share and lastly Vadilal is the player
in the national market with 8-9% of the market share.
Production area
In rural areas, kulfi / ice creams made by small / cottage industry are popular. The market for
organized sector is restricted to large metropolitan cities. In small towns and villages, there are
thousands of small players who produce ice- creams / kulfis in their home backyard and cater
to the local market. Almost 40% of the ice creams sold in the country are consumed in the
western region with Mumbai being the main market, followed by 30% in the north and 20% in
the south.
Growth promotional activities
The Indian government adopted the policy of liberalization regarding the ice cream industry
also and it is since then that this sector has shown an annual growth ranging from 15- 20% per
annum for last 1- 2 years.
Types
Indian Ice Cream market can be segmented in three different ways, namely on the basis of
flavors; on the basis of stock keeping units / packaging and on the basis of consumer segments.
On the basis of flavors the market today has a number of flavors like vanilla, strawberry,
chocolate, mango, butterscotch and a number of fruit flavors, dry fruit flavors traditional
flavors like Kesar Pista, Kaju Draksh etc. The market is totally dominated by Vanilla,
Strawberry and chocolate, which together account for more than 70% of the market followed
by butterscotch and other fruit flavors.