CONSUMER BUYING BEHAVIOUR REAGARDING AMUL PRODUCTS

In partial Fulfilment of the Requirement of the award of the degree of

Bachelor of Business Administration (BBA)

SUBMITTED TO
The Principal;
Agarwal Vidya Vihar English Medium College, Vesu – Surat.

AFFILIATED TO
Veer Narmad South Gujarat University, Surat.

UNDER THE GUIDANCE OF

Ms. Nehal Chorawala
(Assistant Professor)

PREPARED BY
Avan ka Sanjay Agarwal
Enrolment No.:
E20080241000410002
BBA (Semester – VI)

Month & Year

April 2023
 STUDENT’S DECLARATION

I hereby declare that the Winter Internship Project Report titled ‘COMSUMER
BUYING BEHAVIOUR REGARDING AMUL PRODUCTS ‘ is a result of my own work
and my/our indebtedness to other work publications, references, if any, has been
duly acknowledged. If I found guilty of copying from any other report or published
information and showing as my original work, or extending plagiarism limit,
understand that I shall be liable and punishable by the university, which may
include ‘Fail’ in examination or any other punishment that university may decide.

Enrolment No. Name Signature

E20080241000410002 Avantika Sanjay Agarwal

Place: Surat Date:

 ACKNOWLEDGEMENT

The successful completion of any task would be incomplete without the

mention of the Leaders, whose constant guidance and encouragement
crown all the efforts with success. I am highly obliged to the Veer Narmad
South Gujarat University for arranging the programmed of practical training
in Bachelor of Business Administration in such a manner.

It is my privilege to express my deep sense of gratitude to Ms.Nehal

Chorawala their efforts, guidance, valuable comments and suggestions for
making this project report. They helped me to complete the report on the
practical study and gave contribution to improve and expand the practical
knowledge. I am also acknowledging the co-operation and support that I
received from the I/c Principal Dr. Gautam Dua.

Finally I would like to express my deep sense of gratitude to all those who
are always a source of inspiration for me, their involvement, unconditional
cooperation and support in the successful and timely preparation of this
report.
EXECUTIVE SUMMARY :-

Consumer preference is defined as the subjective tastes of individual consumers, measured by their
satisfaction with those items after they have purchased it. This satisfaction is often referred to as
utility. Consumer value can be determined by how consumer utility compares between different
items. Scope of the study immense as it is aim to know the purchasing behavior and satisfaction
level of the customers towards various Amul products. The study will be based on both primary
and secondary data. Surat district of Gujrat has been selected as the sample area for the purpose
of this study. A total number of 110 samples have been selected for this study. The samples were
selected using convenience sampling technique. The tools and techniques used in this study are
percentages, tables and chart. Consumer preference is one of the important factors that influence
the success and fall of every business. The study captioned “CONSUMER BUYING
BEHAVIOUR REGARDING AMUL PRODUCTS “ was conducted to find out the preference of
the consumers towards these cooperative societies.
CONSUMER BUYING BEHAVIOUR REGARDING AMUL PRODUCTS

TABLE OF CONTENT
SRNO:. TITLE PAGE NO:.

CHAPTER-1 INTRODUCTION

1.1 Introduction of the company 11

1.2 Overview of FMGC in India 15

1.3 History of Amul 16

1.4 Company profile 18

1.5 List of products marketed 22

CHAPTER -2 LITERATURE REVIEW

2.1 Literature Review 26

CHAPTER-3 RESEARCH METHOLOGY

3.1 What is research methodology? 30

3.2 Problem Identification 30

3.3 Research Design 30

3.4 Source of data 31

3.5 Sampling Technique 31

3.6 Sample Size 32

3.7 Data Collection Method 32

3.8 Tools and Technique for Data Analysis

CHAPTER-4 DATA ANALYSIS AND FINDINGS

4.1 Data Analysis 34

4.2 Findings 46

CHAPTER-5 CONCLUSION AND SUGGESTION

5.1 Conclusion 48

5.2 Suggestion 49

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BIBLIOGRAPHY 51

ANNEXURE 53

LIST OF FIGURES:-

SR.NO TITLE PAGE NO.

Figure 1 Logo of Amul 11

Figure 2 Exporting of Amul products 12

Figure 3 FMGC sector in India 15

Figure 4 Amul plant in Anand 19

Figure 5 Amul plant in Mogar 19

Figure 6 Products of Amul available in market 24

Figure7 Research Methodology 30

Figure8 Source of Data 31

Figure 9 Sampling Techniques 32

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LIST OF TABLE :-

SR.NO. TITTLE PAGE .NO

4.1 Frequency Distribution across Age groups 34

4.2 Frequency Distribution among Gender 35

4.3 What is your average Salary per month? 36

4.4 Which brand of pouch milk have you seen in 37

marketplace?
4.5 Which brand is preferred by you? 38

4.6 What are your opinion about Amul products? 39

4.7 What is the average demand of different brands of 40

milk?
4.8 Distribution of Amul products in market ? 41

4.9 Best competitors of Amul products ? 42

4.10 Which brand provides best distribution service ? 43

4.11 To whom do you like to deal with? 44

4.12 At which time do you prefer for order ? 45

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LIST OF GRAPHS :-

SR.NO. TITTLE PAGE .NO

4.1 Frequency Distribution across Age groups 34

4.2 Frequency Distribution among Gender 35

4.3 What is your average Salary per month? 36

4.4 Which brand of pouch milk have you seen in 37

marketplace?
4.5 Which brand is preferred by you? 38

4.6 What are your opinion about Amul products? 39

4.7 What is the average demand of different brands of 40

milk?
4.8 Distribution of Amul products in market ? 41

4.9 Best competitors of Amul products ? 42

4.10 Which brand provides best distribution service ? 43

4.11 To whom do you like to deal with? 44

4.12 At which time do you prefer for order ? 45

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CHAPTER -1
INTRODUCTION

SR.NO. TITLE PAGE .NO

CHAPTER-1 INTRODUCTION

1.1 Introduction of the company 11

1.2 Overview of FMGC in India 15

1.3 History of Amul 16

1.4 Company profile 18

1.5 List of products marketed 22

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1.1 INTRODUCTION OF THE COMPANY:-

Amul means "priceless" in Sanskrit. The brand name "Amul" from the Sanskrit "Amoolya"
was suggested by a quality expert in Anand. Variants, all meaning priceless are found in several
Indian language. Amul products have been in use in millions of homes since 1946. Amul Butter,
Amul Milk Powder, amul Ghee, Amul Spray, Amul Cheese, Amul chocolates, Amul Shrikhand,
Amul Ice cream, Nutranmul, Amul Milk and Amulya have made Amul a leading food brand in
India. Turnover Rs. 25 billion in 2002. Today Amul is a symbol of many things of high quality
products sold at reasonable prices of the genesis of a vast co-operative network of the triumph
of indigenous technology of the marketing savvy of a farmer's organization, and of a proven
model for dairy development.
The revaluation started as awareness may the farmers that grew and matured into a protest
movement and determination to liberate them. Over four decades ago the life of a farmer in
Kaira district was like that of his counterpart anywhere also in India. Income from dairy was
under pendable. Private traders and middleman controlled the marketing and distribution of
milk. As milk is perishable, farmers were compelled to sell it for what every they were offered.
In this situation, the one who gained was the private traders. Gradually the realization downed
on the farmers that the exploitation by the traders could be checker do only if they marketed
their product themselves. To do this they need some sort of organization this realization is what
led to the establishment of Kaira District Cooperative Milk producer Union Limited (Popularly
known as Amul), which was formally registered on December 14, 1946.
The Kaira Union started Pasteurizing milk for the Bombay milk scheme in June 1948. An
assured market proved a great incentive to milk producers of the district by the end of 1948,
more than 400 farmers joined in more village societies and the quantity of milk handled by
union increase from 250 to 5000 liters per day.
Figure1 : Logo of Amul

Source: Internet
As the movement spread in the district, it was found that the Bombay Milk Scheme could not
absorb the extra milk collected by the Kaira union in summer when the production on an
average was 2.5 times more than summer. Even by 1953, the farmer's embers have no assured
market for the extra milk produced summer. The remedy was to setup a plant to process milk
into products like butter and milk powder. A five Million Rupees Plant to manufacture milk
powder and butter was competed in 1955. In 1958 the factory was expanded to manufacture
sweetened condensed milk. Two year later a new wing was added for manufacture of 25000
tons of roller derived baby food and 600 tons of cheese per year. This cheese was based on the
formula developed with the assistance of Central Food Technology Research Institute (CFTRI),

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Mysore. It was the first time in world that baby food and cheese where made by buffalo milk
on a large commercial scale. Another milestone was the completion as a project to manufacture
balanced cattle food. The plant was donated by OXFAM under the freedom from hunger
campaign of the FAO.
To meet the requirement for defense the Kaira Union was asked by the Government of India
in 1963 to setup additional drying capacity. A new dairy capable of producing 40 tons of milk
powder and 20 tons of butter a day was speedily completed. It was declared open in 1965. Since
then Amul has covered any miles on the road of success. Its members success of the federation
can be estimated from the fact the income of the rural household of the Kaira district is being
derived from dairying.
Now federation is India's largest food products marketing organization. It is a state level apex
body of milk cooperative Gujarat. More that 12 districts cooperative milk producers union are
its members, which include 11,132 villages societies. Federation has helped for the products
they produce. More that 2.28 millions producer members are beneficent of the unions.
INFORMATION TECHNOLOGY INTEGRATION
At an early stage, federation recognized the IT excellence was essential to retaining our
comparative edge. In the coming year federation will implement Virtual private network (VPN)
connectivity to facilitate on line information exchange with business partners and monitoring
production and sales in order to improve quality of services and an optimization of resources
across supply points. As recognition of IT excellence federation has been selected for
international CIO 100 Award. Federation has incorporated the cooperative logo to its web site
www.amulcoop, which has enhanced the Amul brand across world, giving then another vital
business.
EXPORTS
Figure:2 Exporting products of Amul

Source:Google
Export turnover of federation has grown up by 17% in terms of volume, total exports being
more than 400 crore. Due to the subsidies allowed by European unions, the international prices
were very low as a result export turnover in value terms has declined by 6%.

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The union not only takes the responsibility of collecting and marketing the surplus milk but
also provides member with every provisions that is required to enhance production. Thus Kaira
union has full fledge machinery geared to provide animal health care and breeding facilities.
The union has 16 mobile veterinary dispensaries are managed by fully qualified staff. All the
visages are visited by monthly on predetermined day, to provide animal health care. A 24 hours
emergency service is available at a fee Rs. 35 for members and Rs. 100 for non members. All
the mobile vans are equipped with radio set.
The union runs a semen production center where it maintains high pedigreed Surti buffalo
bulls, frees in a bulls, Jursy bulls etc. balanced feed concentrate is manufactured in unions cattle
feed plant and sold to the members through societies at cost.
After discussing the origin and the actives of the federation now let's have a look on the current
position of the federation at various ends.
MILK PROCUREMENT
Total milk procurement by the members has reached an average of 52.35 lakh kilogram per
day from 47.32 in 2001-02.
SALES
Total sales for the year 2002 – 2003 were 2745.75 crores including consignment sales of Rs.
404.53 crores. During last year Amul Ice cream achieved second sales, with volume growth by
29 percent. UHT milk was a bonanza product whose growth was 56 percent in volume terms.
Despite of intense competition and a market recession, sales of Amul Butter grew by 7 percent
and milk powder remains steady. This growth is particularly pleasing as it demonstrates its
ability to resist MNC competition. New products like pannier, mithai mate, softy mix
demonstrated their potential to become dominant brands.
Amul's long life UHT milk, has received a good response in UAE currently 50 tons per month
of UHT is imported and sold. Amul is exploring the possibility of launching Amul Ice cream
in gulf, the market demand for pizzas is also being surveyed. Amul butter is also in high demand
in foreign market currently around 250 tons of butter is imported per annum. Amul ghee being
in foreign market from years, records close to 500 tons per annum. With a view to increase the
volume and facilitate trade Amul is planning to set warchouse this year, either at JAFZA or in
Dubai city. Gulf and West Asia is the largest overseas market for Amul products with UAE
being the biggest buyer in the region.
RETAILING
Amul has opened utterly Delicious retail outlets across the country to enhance visibility and
brand equity while making all Amul products available less than one roof in pleasant
environment.
Parlors have been opened in Ahmedabad, Bangalore, Hyderabad, Delhi and Mumbai. Amuls
commitment is to get close to the consumer with good quality, nutrient us ready to the food at
value for money prices will continue, with the opening of more numbers of parlors across the
country.

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CO – OPERATIVE DEVELOPMENT PROGRAM

During last three years Amuls members unions have implemented an Internal Consultant
Development (ICD) intervention, addressing the needs to strengthen the business of dairy
farmer's members and dairy co-operative societies.
Recognizing that leaders are essential to face growing Challenges, federation has initiated a
chairman and secretaries orientation program, held at Gandhi Nagar Mother dairy, which is
focused on strengthening the leadership skills and values.
TOTAL QUALITY MANAGEMENT
In 1994, federation had embarked on the TQM (Total Quality Management). In 1999 it
received Rajiv Gandhi Quality Award for the year.
More than 25000 Kaizen's (small improvement in work areas) were made by the employees of
the federation indifferent areas. Workshops on SQC (Statistical Quality Control) have been
conducted across the member dairies to achieved total quality in the production process.

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1.2 OVERVIWE OF FMGC SECTOR IN INDIA :-

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion. It has a strong MNC presence and is characterised by a well-
established distribution network, intense competition between the organised and unorganised
segments and low operational cost. Availability of key raw materials, cheaper labour costs and
presence across the entire value chain gives India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015.
Penetration level as well as per capita consumption in most product categories like jams,
toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential.
Burgeoning Indian population, particularly the middle class and the rural segments, presents
an opportunity to makers of branded products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in the matured product categories.
With 200 million people expected to shift to processed and packaged food by 2010, India needs
around US$ 28 billion of investment in the food-processing industry.
India is one of the largest emerging markets, with a population of over one billion. India is one
of the largest economies in the world in terms of purchasing power and has a strong middle
class base of 300 million. Around 70 per cent of the total households in India (188 million)
resides in the rural areas. The total number of rural households is expected to rise from 135
million in 2001-02 to 153 million in 2009- 10. This presents the largest potential market in the
world. The annual size of the rural FMCG market was estimated at around US$ 10.5 billion in
2006-07. With growing incomes at both the rural and the urban level, the market potential is
expected to expand further.
An average Indian spends around 40 per cent of his income on grocery and 8 per cent on
personal care products. The large share of fast moving consumer goods (FMCG) in total
individual spending along with the large population base is another factor that makes India one
of the largest FMCG markets.
Rapid urbanisation, increased literacy and rising per capita income, have all caused rapid
growth and change in demand patterns, leading to an explosion of new opportunities. Around
45 per cent of the population in India is below 20 years of age and the young population is set
to rise further. Aspiration levels in this age group have been fuelled by greater media exposure,
unleashing a latent demand with more money and a new mindset.
Figure:3 FMGC Sector in India

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1.3 HISTORY OF AMUL :-

In the 1940s, in the district of Kaira of the State of Gujarat, India, a unique experiment was
conducted that become 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 and social worker,
named Tribhuvandas Patel, organised the farmers into co-operatives, which could 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.
Settling down in Anand was hardly a part of his career plans; however, a meeting with
Tribhuvandas Patel changed his life and changed India's dairy industry. What Mr. 20 | P a g e
Patel requested of Dr. Kurien was hardly to bring about such a revolution. All the wanted was
help in solving various problems with bringing into working order some of the equipment just
purchased by his co-operative, especially the chilling and pasteurising equipment. These items
of equipment malfunctioned, leading to the rejection of large quantities of milk by the Bombay
Milk Scheme.
Dr. Kurien's involvement with the Kaira District Co-operative Milk Producers' Union Limited
(KDCMPUL; the registered name of the co-operative) grew rapidly. Initially he merely
provided technical assistance in repairing, maintaining and ordering new equipment but
subsequently he became involved with the larger sociological issues involved in organising the
farmers into co-operatives and running these co-operatives effectively. He observed the
exploitation of farmers by the private milk contractors and Poison's Dairy, and noted how the
co-operatives could transform the lives of the members. The most important feature of these
co-operatives is that they run purely as farmer's co-operatives, with all the major decisions
being taken by the farmers themselves. The co-operatives are not 'run' by a separate
bureaucracy with vested interests of its own; the farmers are truly in charge of their own
decisions. Any farmer can become a member by committing to supply a certain quantity of
milk for a certain number of days in a year and shall continue to be a member only if he keeps
up this commitment.
Each day, the farmers (or actually, in most cases, their wives and daughters) bring their milk to
the village collection centers where quantity of milk is checked in full view of all and quality
(milk fat content) is checked using a simple device, again in full view of all. The farmers are
paid in evening for the milk they supplied in the morning, and in the morning for the evening's
milk. This prompt settlement in cash is a great attraction to the farmers who are usually cash
starved. Thanks to the above system, there are no disputes regarding quantity or quality of the

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milk supplied by each farmer. It was soon realized that it was not enough to merely act as the
collection and selling for the farmers. A variety of support services were also required to enable
the farmers continue selling milk of adequate quality and to avoid disasters such as the death
of their cattle (of a family owning just one or two cattle and depending on its/their milk for
their income, death of cow could indeed be a disaster). The farmers were progressively given
new services such as veterinary care for their cattle, supply of good quality cattle feed,
education on better feeding of cattle and facilities for artificial insemination of their cattle. All
these were strictly on payment basis; none of services were free. This experiment of organizing
farmers into co-operatives was one of the most successful interventions of India. A very loyal
clientele was built up who experienced prosperity on a scale they could not have dreamt of 10
years earlier. With good prices paid for their milk, raising milch cattle could become a good
supplementary source of revenue to many households.
The co-operatives were expanded to cover more and more areas of Gujarat and in each area, a
network of local village level co-operatives and district level cooperatives were formed on a
pattern similar to that at Anand (the so called Anand Pattern). In 1955, KDCMPUL changed its
name to Anand Milk Union Limited, which lent itself to a catchy abbreviation, Amul, which
meant priceless in Sanskrit. The word was also easy to pronounce, easy to remember and
carried a wholly positive connotation. It became the flagship brand name for the entire dairy
products made by this union.
In 1954, Amul built a plant to convert surplus milk produced in the cold seasons into milk
powder and butter. In 1958, a plant to manufacture cheese and one to produce baby food were
added-for the first time in the world, these products were made from buffalo milk. Subsequent
years saw the addition of more plants to produce different products. Starting from a daily
procurement of 250litres in 1946, Amul had become a milk giant with a large procurement base
and a product mix that had evolved by challenging the conventional technology.
In his visit to Anand in 1965, the then Prime Minister of India, Lal Bhadur Shastri, was
impressed by what he saw-a system that procured, processed and delivered high quality milk
to distant markets cost efficiently. Shastri could also see the difference that the income from
milk had made to the standard of living of farmers in the area.
What impressed him the most was that Amul had done all this without Government assistance
in market contrast to number of Government sponsored dairy programmes that were doing
poorly in terms of procuring and marketing good quality milk and boosting farmer's incomes.
Shastri asked Dr. Kurien to replicate Anand's success all over India.
A pattern similar to the Anand Pattern was to be built in otherstates of India. This was carried
out under a programme launched by the Government of India, entitled "Operation Flood". The
operation was a body formed by the Government of India with this specific objective co-
ordinated by the National Dairy Development Board (NDDB), a body formed by the
Government of India with this specific objective.

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1.3 COMPANY PROFILE :-

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 .

Members:- 12 district cooperative milk producers' Union

No. of Producer Members: 2.28 million

No. of Village Societies:- 11,132

Total Milk handling capacity:- 6.7 million liters per day

Milk collection (Total - 2007-08):- 1.86 billion liters

Milk collection (Daily Average 2007- 5.08 million liters

08):-
Milk Drying Capacity:- 510 metric Tons per day

Cattle feed manufacturing Capacity:- 1450 Mts per day

OBJECTIVES AND BUSINESS PHILOSOPHY OF GCMMF

The main stakeholder of GCMMF is the farmer member for whose welfare GCMMF exists.
GCMMF states that its main objective is the carrying out of activities for the economic
development of agriculturists by efficiently organizing marketing of milk and dairy produce,
veterinary medicines, vaccines and other animal health products, agricultural produce in raw
and/or processed form and other allied produce.
GCMMF aims to market the dairy and agricultural products of co-operatives through:
 Common branding
 Centralized marketing
 Centralized quality control
 Centralized purchases, and
 Efficient pooling of milk

GCMMF has declared that its business philosophy is as follows:

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 To serve the interests of milk producers and

 To provide quality products that offer the best value to consumers for money
spent.
PLANTS :
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk
powder, flavoured milk and buttermilk.
Figure 4: Amul plant in Anand

Source: Internet
Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul
Ganthia and Amul lite.
Figure 5 : Amul plant in Mogar

Today, twelve dairies are producing different products under the brand name Amul. Today
Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat
and whole India.

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INFORMATION TECHNOLOGY INTEGRATION

At an early stage, federation recognized the IT excellence was essential to retaining our
comparative edge. In the coming year federation will implement Virtual private network (VPN)
connectivity to facilitate on line information exchange with business partners and monitoring
production and sales in order to improve quality of services and an optimization of resources
across supply points. As recognition of IT excellence federation has been selected for
international CIO 100 Award. Federation has incorporated the cooperative logo to its web site
www.amulcoop, which has enhanced the Amul brand across world, giving then another vital
business .
EXPORTS
Export turnover of federation has grown up by 17% in terms of volume, total exports being
more than 400 crore. Due to the subsidies allowed by European unions, the international prices
were very low as a result export turnover in value terms has declined by 6%. The union not
only takes the responsibility of collecting and marketing the surplus milk but also provides
member with every provisions that is required to enhance production. Thus Kaira union has
full fledge machinery geared to provide animal health care and breeding facilities. The union
has 16 mobile veterinary dispensaries are managed by fully qualified staff. All the visages are
visited by monthly on predetermined day, to provide animal health care. A 24 hours emergency
service is available at a fee Rs. 35 for members and Rs. 100 for non members. All the mobile
vans are equipped with radio set.
The union runs a semen production center where it maintains high pedigreed Surti buffalo bulls,
frees in a bulls, Jursy bulls etc. balanced feed concentrate is manufactured in unions cattle feed
plant and sold to the members through societies at cost.
After discussing the origin and the actives of the federation now let's have a look on the current
position of the federation at various ends.
MILK PROCUREMENT
Total milk procurement by the members has reached an average of 80.45 lakh kilogram per day
from 73.72 in 2007-08.
During the year, sales of Amul Federation registered a quantum growth of 27.7 per cent to reach
Rs. 6711.31 crores (Rs.67.11 billion). Last year, our turnover was Rs. 5255.41 crores (Rs. 52.55
billion). This is an extremely impressive growth, when viewed from the perspective of 22.90
per cent growth that we had achieved in 2007-08.
I am also pleased to note that our Federation has done remarkably well in most of the value
added consumer packs. Sales of Amul Milk in pouches have grown by 44% in value terms.
UHT milk has also shown an impressive growth of 26%. Our sales in Amul Processed Cheese
have shown consistent and very impressive growth of 25%. Amul Icecream has shown an
impressive growth of 16 per cent in value terms over the last year. At the same time we have
remained No. 1 Ice-cream brand in India leaving a wide gap with the nearest competitor. In the
Infant Milk Food category, our brand Amuls pray registered a growth of 20%. In the dairy
whitener segment, Amulya recorded a growth of almost 12%. We managed to achieve 17 per
cent value growth in Butter, despite intense competition in this category. In our effort to ensure

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that all sections of our society are able to afford Amul Butter, we have given special emphasis
to low unit value packs.

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1.5 LIST OF PRODUCTS MARKETED :-

Bread spreads:
• Amul Butter
• Amul Lite Low Fat Bread spread
• Amul Cooking Butter
Cheese Range:
• Amul Pasteurized Processed Cheddar Cheese
• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese) Frozen and Tinned
• Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Kulfi Mix
UHT Milk Range:
• Amul Taaza 3% fat Milk
• Amul Gold 4.5% fat Milk
• Amul Slim-n-Trim 0% fat milk
• Amul Chocolate Milk
• Amul Fresh Cream
• Amul Snowcap Softy Mix
• Amul Taaza Double Toned Milk
Pure Ghee:
• Amul Pure Ghee
• Sagar Pure Ghee

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• Amul Cow Ghee Infant

Milk Range:
• Amul Infant Milk Formula 1 (0-6 months)
• Amul Infant Milk Formula 2 ( 6 months above)
• Amulspray Infant Milk Food
Milk Powders:
• Amul Full Cream Milk Powder
• Amulya Dairy Whitener
• Sagar Skimmed Milk Powder
• Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
• Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:
• Amul Taaza Toned Milk 3% fat
• Amul Gold Full Cream Milk 6% fat
• Amul Shakti Standardised Milk 3% fat
• Amul Smart Double Toned Milk 1.5% fat
Curd Products:
• Amul Masti Dahi (fresh curd)
• Amul Butter Milk
• Amul Lassee
Amul Ice creams:
• Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)
• Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi
Badam Kulfi, Shista Pista Kulfi)
• Utsav Range (Anjir, Roasted Almond)
• Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate)
• Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant)
• Sundae Range (Mango, Black Currant, Chocolate, Strawberry)
• Millennium Ice cream (Cheese with Almonds, Dates with Honey)

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• Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi,
Mawa Malai Kulfi, Green Pista Kulfi)
• Cool Candies (Orange, Mango)
• Cassatta
• Tricone Cones (Butterscotch, Chocolate)
• Megabite Almond Cone
• Frostik - 3 layer chocolate Bar
• Fundoo Range - exclusively for kids
• SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple)
• Health : Isabcool
Chocolate & Confectionery:
• Amul Milk Chocolate
• Amul Fruit & Nut Chocolate
• Amul Éclairs
Brown Beverage:
• Nutramul Malted Milk Food
Milk Drink:
• Amul Shakti Flavoured Milk
Figure:6 products of Amul available in market

Source:- Internet

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CHAPTER -2
LITERATURE REVIEW

SR.NO TITLE PAGE NO.

CHAPTER-2 LITERATURE REVIEW

2.1 Literature Review 26

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