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MICRO ANALYSIS OF AMUL & GUJARAT COOPERATIVES OF MILK MARKETING FEDERATION Submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of Business Administration (2006-2009)

Guided By: Mr. Rakesh Kr. Arora Sr. Lecturer

Submitted by: Rashid Ali 1031591706

Rukmini Devi Institute of Advanced Studies (Aff. To Guru Gobind Singh Indraprastha University)



This is to certify that the project (BBA-159) entitled “Micro Analysis of Amul & Gujarat Cooperative of Milk Marketing Federation” done by Mr. Rashid Ali, Roll No. 1031591706 is an authentic work carried out by him/her at RDIAS under my guidance. The matter embodied in this project work has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.


Mr Rakesh Kr. Arora (Sr. Lecturer) RDIAS



I express my deepest gratitude to MR. RAKESH Kr. ARORA whose invaluable guidance and supervision in the project infused in me great inspiration and confidence in making this survey in right earnest. This masterly guidance from time to time made the study interesting and meaningful. He was always there for our help and doing away all the difficulties and confusions that arises during the project period. He also helped me to understand what was actually required from the project and what was needed to be done. At last I would like to thank our respondents for their kind response and their precious time they provided me to carry our survey based on the data provided by them I have given some suggestions that would be surely beneficial for the advertisement companies.



Milk production is important to India, as milk is one of the main sources of proteins and calcium for a largely vegetarian population. Dairying provides a livelihood for millions of Indian farmers and additional income for a large number of rural families as well as a means for women to participate in the economic activity in rural areas. In 1999 India became the largest producer of milk primarily due to the efforts of the co-operative movement initiated by the National Dairy Development Board (NDDB). The movement, which started at AmulDairy in Gujarat, is now replicated in 70,000 villages in about 200 districts of India. Following the repeal of the 'Quantitative Restrictions’ on food products by the Government of India under a WTO agreement, the Indian dairy sector faces a challenge from the large organized dairies in the developed world. To meet this challenge, the cooperative dairy sector has to further improve the production, collection, processing and marketing of milk and milk products. The National Dairy Development Board has drawn up a program to double milk collection in the next six years. 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. GCMMF markets and manages the Amul brand. From mid-1990’s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time- primarily due to the price differential and the brand name. In September 2007, Amul emerged as the leading Asian brand according to a survey by Synovate to find out Asia’s top 1000 Brands.


Amul has done a very good job in marketing of their products. They have the best distribution channel in India. They are introducing new techniques in production and marketing and human resource function to continue their success story. Since 1967 Amul products’ mascot has been the very recognizable “Amul baby” ( a chubby butter girl usually dressed if polka dotted dress ) showing up on hoardings and products wrappers with...
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