26-12-2012, 12:41 PM
A REPORT ON AN INDUSTRIAL VISIT TO AMUL DARIY (ANAND)
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INTRODUCTION TO DAIRY INDUSTRY
Dairy industry is one of the consumer goods industries and occupies the important in the Indian Economy. It is one of the consumer goods industries. Its product is an important item. The dairy industry brought about structure of the rural economy and played an important role in employment generation.
The dairy industry was developed in the rural areas only on a very moderate scale. Form 1947 to 1970 the rate of growth of their industry was found 1% only. It has gone up to 8% per annum. The animals for producing milk areas cows and buffaloes. They provide 53% & 33% of milk respectively. Goats’ milk & Camel milk is also used in some parts of the country which has accounted to 4% of the total production of milk.
The largest producers of the milk are U.P, PUNJAB, BIHAR, and A.D., RAJASTHAN. Dairy industry has recently developed in India. Initially they were developed in rural areas only on very moderate scale. It gives production of milk products which very nutrition. It being significant change in the economy structure of the rural economy. It has an important role in employment generation. It provides regular sources of income to small agricultural labours.
INTRODUCTION TO AMUL DAIRY
• Amul is an experiment successful run since last 60-61 year with the objective of up liftmen of rural economy.
• Amul word is derived from the Sanskrit word ‘AMULYA’ which means priceless. In other word precious or is price is not evaluated.
• Amul is a co-operative unit established on 14th December 1946 at Anand. The union was established under ‘KHIRA DISTRICT MILK PRODUCT LIMITED’ Amul has its own logo; the logo of Amul has four hands joined together,
• Dairy industry is one of the consumer goods industry and occupies the important place in Kaira district got from milk were not sufficient as they were exploited by the milk traders, Polson ltd. Which was a privately owned company enjoyed. The monopoly for supply of milk from Kaira to the government of Bombay milk scheme.
BRIEF HISTORY
Amul dairy was registered on 14th December 1946 in a meeting held of Samarkha village on January 4th 1946. It was resolved that milk co-operative society would be organized in each village of Kaira District to collect milk from the producer’s & federate into a district union. With financial help from UNICEE assistance factory to manufacture milk powder & Butter plant. The foundation was laid by Dr Rajendera Prasad then president of India on Number 15th 1954 & on Octobers 31st 1955. Pundit Jawarlal Nehru the there prime minister declared it open.
The plant was expanded to manufactures sweetened condended milk in 1950. Two years letters Shri Morarji Desai by them India’s finance minister, in a unguarded a new wing designed to manufacture 600 tones of cheese & 2500 tones of baby foods every years. This was the first time in world that cheese or baby food was processed from buffalo’s milk on a large commercial scale.
It is the greatest the largest dairy in Asia. The reason of success of Amul is 4 D’.
LOCATION
The exist planning where the transportation facilities, electricity, rods, row-material and labour supply is available at the cost to reduce the production cost of the commodity is called Location.
Amul dairy in located in Anand. It has been able to have infrastructure facilities. Plant location is a function of determining where the maximum operation economy & effectiveness. Plant location includes a selection of an easy & regular supply of raw materials, utilization, of production capacity & reduces cost of production. Following the steps to select the perfect location in each & every organization.
The above three steps are effected in selected of a specific location. Let us discuss the above three steps one by one.
MILK PROCESS
• “Amul milk is pasteurized milk”.
• Chilled milk is received from chilling center from villages’. In Amul dairy they collect milk from 13,000 villages about 26 lakes litters of milk per day.
• After collecting milk Amul dairy laboratory check the fat & SNF of the milk. After collecting, Checking & Conducting the laboratory test the pasteurized machines for pasteurization of milk. Here the milk is heated for 15 second. After that it is cooled at 4 degree Celsius.
• Now in this milk necessity fat & SNF are added packed in pouches of 250ml, 500ml, and 1ml. The packed are kept in the basket & each basket contains 20 Pouches.
• After the milk pouches are taken to the cold storage with the capacity of holding 4500 with the temperature of 8 to 10 degree Celsius.
BUTTER PROCESS
Amul butter is made from Butter common salt, permitted natural color. Annatto capacity of 50,000 K.G per day. In that section there is a machine called continuously bath. It churns the milk & separates butter milk. Then the second process starts. There the butter is made. Also, the butter milk is considered as by product & not a waste. In the second process the butter is processed by water & later only butter is left in the plastic tube. The yellow color is very pleasant.
Amul butter is very delicious again here too not policy is followed. In this section the room temperature in 20 Celsius but after packing the butter is manufactured at 8 Celsius. It is transferred through trolley. It is packed in different sizes of packets 100g.m, 200 g.m, and 500g.m. 100 G.M. packets made 100 packets per menit. 500 G.M. packets made 35 packets per mint. There are special packing machine for this it is called a BLOCK CUTTER MACHINES. After a packet is packed if falls into a box billed it is moved into the trolley work is done 3 shifts.
MILK POWDER PROCESS
Milk is boiled in vacuum so that it becomes thick. Then milk is condensed. Then it is taken to dryer. Sour milk is taken away capacity of the milk powder plant is 130 litters. Then the remaining moistures are taken away at temperatures of . Then milk powder is made. There is no need for boils this powder. It automatically gets dissolved within 12 Second of mixing in water. This powder is packed by machines. No human hands touch it. It is stored in a cool place & sold under the name of ‘AMULYA’. In all there are 3 Plants which made milk in to powder.
These were further packed in air vacant packing in desired weight of 1 k.g, 500 g & 25 k.g bags. Per mint made a 30 pouch of 500 g. In 1 box contains 12 pouches. Milk powder marketing as an Amul Spray.
DEPERTMENT IN THERE PRODUCTION PROCESS
Amul dairy have a very long production process and a very effective department in this process. There are 3 departments in this dairy they are listed as under:
• Milk Department
• Butter Department
• Milk Powder Department
These entire departments have their head. (e.g.) Department Manger. There are subheads & workers.
The other raw-material is the bags which the product is packed. The Amul have their own factory to produce their own bags & packet for the curd & packing.
The flavors available to Mother Dairy for ice-cream & other products are prescribed by Anand & also available by them.
Raw materials for Paratha are wheat flour. This is available from nearly village. This is than grinded in the desired flower powder from.
Today Amul dairy is very successful dairy in our country. Each of the Amul products is very testy & very good. The Amul product is selling in very where, The Amul brands consolidation of new product launches over competition is what keeps it’s ahead of the game. It will have to acknowledgement a fast already tasted a failure in chocolates be in product that Amul has launched recently ice-cream, Paneer, & Mithai up against companies like HCL & Britannia who are disturbingly familiar with consumer psychology Alum’s top management might have in competition as more that just ancient till to their goals. Liquid milk marketing in Ahmedabad & up country market as half litters pouch in three brands:
• Amul Gold
• Amul Shakti
• Amul Taaza
Amul dairy is the very largest dairy in our country. In India the position of Amul dairy is very good. The total dispatch is very good. The total dispatch App 4.5 liters per day.
Arrangement for marketing of milk powder, ghee, & Ice-cream is made by GCMMF Anand.
CHANNEL OF DISTRIBUTION
Channel of distribution refers to the unlimited consumer from the product. It affects every marketing decision. There are various channel of distribution but in the cash of GCMMF indirect channel are used for distribution. They take the help of agent supplies to wholesalers supply to retailer & retailer supplies to the consumer.
ADVERTESING
In monopolistic there is only one seller or producer in the market produce and sells the commodity which has no close substitute. There for there is no need of imparting the information about the quality price etc of the product so monopolist does not incur any advertising cost such as torrent power etc. The American marketing association has defined advertising as any paid from of none. Personal presentation of idea, good, or service by an identified sponsor.
CONCLUSTION
This is the vision of the future which the company sees for itself:
‘AMUL will be an outstanding marketing organization, with specialization in marketing of food and dairy products, both fresh and long life with customer focus and information technology integration.
The network would consist of over 100 offices, 7500 stockists covering at least every taluka head quarter town, servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Crore, and serving several co-operatives.
AMUL shall also create a market for its products in the neighboring countries.”