A STUDY ON

“SALES AND DISTRIBUTION OF

AMUL BAKERY PRODUCTS AT RETAIL LEVEL”

A Report submitted to Utkal University in partial

fulfilment of the requirement of MBA (Agribusiness)

By

SATYAJIT SAHOO
Roll No –15509V222038

Under the supervision of

Dr. Sarita Das

Centre for Agri–Management,

Department of business administration
Utkal University

1
 Centre for Agri–Management
Department of business administration
Utkal University, Bhubaneswar

GUIDE CERTIFICATE

This is to certify that the project entitled “SALES AND DISTRIBUTION

OF AMUL BAKERY PRODUCTS” submitted by SATYAJIT SAHOO to
the Centre for Agri-Management for the award of MBA (Agribusiness)
is an authentic and original work carried out by him/her under my
supervision and guidance. He/she has successfully completed the other
course requirements prescribed to him/her. In my opinion, the project
has reached the standard of fulfilling the requirements of the degree. The
work embodied in this project has not been submitted to any other
University or Institute, for the award of any Degree or Diploma.

Place
(Signature of the Guide)
Date

(Signature of Course Head)

2
 Centre for Agri-Management
Department of Business Administration
Utkal University, Bhubaneswar

DECLARATION

I do hereby declare that the thesis titled, “SALES AND DISTRIBUTION OF AMUL BAKERY
PRODUCTS” prepared by me under the guidance of Centre for Agri-Management, Department of
Business Administration, Utkal University and submitted for the award of the MBA (Agribusiness) is
an original piece of research work and has not been submitted previously, to this or any other
University or Institute, for any Degree or Diploma, in full or in part.

Place:
Date: (Signature of the Student)

3
COMPANY CERTIFICATE

4
 ACKNOWLEDGEMENT

It takes great pleasure for me to acknowledge my deep sense of gratitude to all those who have
helped me in completing this project successfully. First, I would like to thank centre For Agri-
management for providing me an opportunity to undertake a project as a partial fulfilment of my
MBA degree. It gives me immense pleasure in completing the project & submitting the final
report. The support & guidance received from all the members who contributed & contributing to
this project, was vital for the success for the project. I am indebted to my sip mentors, Mr. Biswa
Prakash Satpathy (TSI, Amul), Mr. Rashmi Ranjan Giri (TSI, Amul) for being my mentor
throughout the period of my internship & setting apart time from his busy schedule and making
himself available, for guiding me through the contents of this report. Their open approach and a
unique management style stirred curiosity within me. I would like to thank my faculty mentor
Dr. Sarita Das (Professor, Utkal University), family members and friends as without their
support this project would be a distant reality.

SATYAJIT SAHOO
15509V222038

5
 TABLE OF CONTENTS

S.R NO. PARTICULAR PAGE

01 EXECUTIVE SUMMARY OF THE PROJECT 07

02 INTRODUCTION 08

03 OVERVIEW OF THE INDUSTRY 09-11

04 COMPANY PROFILE & ITS PRODUCT RANGE 12-19

05 OBJECTIVES OF THE PROJECT 20

06 SCOPE OF THE PROJECT 21

07 RESEARCH METHODOLOGY 22-33

08 DATA ANALYSIS AND INTERPRETATION 34-37

09 SWOT ANALYSIS OF AMUL BAKERY PRODUCTS 38

10 BEAT ALLIGNMENT 39-40

11 RECOMMENDATIONS AND SUGGESTIONS 41

12 CONCLUSION 42

13 BIBLIOGRAPHY 43

14 ANNEXURE (QUESTIONNAIRE FOR RETAILERS) 44

6
 EXECUTIVE SUMMARY

A project report has been prepared on “SALES AND DISTRIBUTION OF AMUL’S

BAKERY PRODUCTS AT RETAIL LEVEL” from Amul. This project is focused on these main
factors: -
• Comprehensive analysis of Amul bakery products in the retail market and multivendor
market
• Comprehensive analysis with other competitors in the retail market and multivendor
market

I have visited various key outlets of retail market and multivendor market at different region of
Bhubaneswar to find out the problems of Amul bakery products based on several parameters like
scheme or cash preference, service satisfaction, delivery satisfaction. A competitive study against
the competitors was done based on several parameters like service satisfaction, distributor’s
margin, scheme provider, to understand the current scenario of Amul bakery products and the
competitor’s brand in the market, and a retailer survey was conducted to know about their
preferences and needs. This project was done to find out the key issues of Amul bakery products
as well as competition mapping with other brands and to provide strong recommendation to the
company which can be implemented to obtain a better result. Some recommendations for Amul
to retain the leading positions are: -
• Packaging should be improved to avoid spoiling & leakage problem.
• Scheme is one of the biggest issues for Amul bakery items in distributor’s market which
has to be solved providing a better solution to the distributor.

• Less profit margin for both distributor and retailers, so this problem will be solved to
arrange a quarterly meeting with distributor & retailers differently.

• Distribution channel by the distributors must be clear to maintain a uniform dealer

margin, and don’t change distributor frequently because he is the only one person who
acts as a connecting link between the company and retailers.

7
 INTRODUCTION

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word
“Amul” is derived from the Sanskrit word Amulya meaning rare, valuable. The cooperative was
initially referred to as Anand Milk Union Limited, hence the name Amul.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Cooperative Milk
Marketing Federation Ltd (GCMMF), which today is jointly owned by 3.6 million milk
producers in Gujarat.
Amul spurred India’s white Revolution, which made the country the world’s largest producer of
milk and milk products. In the process Amul became the largest food brand in India and has
ventured into markets overseas.
Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is
credited with the success of Amul. Over the years, Brands created by cooperative have become
synonymous with quality and value. Brands like Amul (GCMMMF), Vijaya (AP), Verka
(Punjab), Saras (Rajasthan), Nandini (Karnataka), Milma (Kerala), and Gokul (Kolhapur) are
among those that have earned customer confidence. Amul is the leading national brand while the
other players have greater shares in their local markets.

8
 OVERVIEW OF THE INDUSTRY

GCMMF

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
product marketing organisation with annual turnover (2021-22) US$ 6.2 billion. Its daily milk
procurement is approx 26.3 million liters per day from 18600 village milk cooperative societies,
18 member unions covering 33 districts, and 3.64 million milk producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
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. Its success has not only been
emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation
of 'Amul' and 'Sagar' branded products. It operates through 76 Sales Offices and has a dealer
network of 10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its
product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese,
Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines,
Japan, China and Australia. GCMMF has received the APEDA Award from Government of
India for Excellence in Dairy Product Exports for the last 16 years. For the year 2009-10,
GCMMF has been awarded "Golden Trophy" for its outstanding export performance and
contribution in dairy products sector by APEDA. In 2013-14, GCMMF took giant strides in
expanding its presence in international markets. Amul’s presence on Global Dairy Trade (GDT)
platform in which only the top six dairy players of the world sell their products, has earned
respect and recognition across the world. By selling milk powders on GDT, GCMMF could not
only realize better prices as per market demand but it also firmly established Amul in the league
of top dairy players in world trade.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality
Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company
Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj
National Quality Award – 2003- certificate of merit- for adopting noteworthy quality management
practices for logistics and procurement. GCMMF is the first and only Indian organisation to win
topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.
For the innovations, GCMMF has received AIMA-RK Swamy High Performance brand award
2013 and CNN-IBN Innovating for better tomorrow award in 2014.
World Dairy Innovation Awards-2014 for Best Marketing Campaign- “Eat Milk with Every
Meal”. For the tree plantation activity GCMMF has received seven consecutive Good Green
Governance award from Srishti during 2007 to 2013.

9
The Amul brand is not only a product, but also a movement. It is in one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

GCMMF- An Overview

Year of Establishment 1973

Members 18 District Cooperative Milk Producer’s unions

No. of producer Members 3.64 Million

No. of village societies 18,600

Total Milk handling capacity per day 41 Million Litres per day

Milk collection (Daily Average 2021-22) 26.3 Million Litres per day

Cattlefeed manufacturing capacity 10,000 MTs per day

Sales Turnover- (2021-22) Rs. 46,481 Crores (US $ 6.2 Billion)

Name Designation
Shri Shamalbhai B Patel Chairman
Gujarat Co-operative Milk
Marketing Federation Limited
Chairman
Sabarkantha District Co-operative Milk
Producer’s Union Limited, Himatnagar

Shri Valamjibhai R Humbal Vice Chairman

Gujarat Co-operative Milk Marketing Federation
Limited
Chairman
Kutch District Co-operative Milk Producers’
Union Limited, Bhuj.

Jayen Mehta In-Charge Managing Director

Gujarat Co-operative Milk Marketing Federation
Limited.

10
 BRIEF PROFILE OF THE PLAYERS IN THE INDUSTRY

The Birth of Amul: -

➢ It all began when milk became a symbol of protest

➢ Founded in 1946 to stop the exploitation by middlemen
➢ Inspired by the freedom movement
The seeds of this unusual saga were sown more than 74 years back in Anand, a small town in the
state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel
triggered off the cooperative movement. Angered by unfair and manipulative practices followed
by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai
Patel for a solution. He advised them to get rid of middlemen and form their own co-operative,
which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvan Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two
village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy.
Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the
founder Chairman and the committed professionalism of Dr Verghese Kurien, who
Was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of
Amul could be attributed to four important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, they employed professionals
to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive
to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country.
Main products produced by Amul industries are: -
Amul’s product range includes milk powders, milk, butter, ghee, cheese, dahl, yoghurt, butter
milk, chocolate, ice cream, cream, biscuit, shrikhand, paneer, Gulab jamuns, flavoured milk,
basundi, Amul’s lassi Pro-Biotic and others.

11
 COMPANY PROFILE

AMUL INDUSTRIES LIMITED: -

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. Formed in
1946, it is a brand managed by a cooperative body, the Gujarat co-operative Milk Marketing
Federation Ltd. (GCMMFF), which today is jointly owned by 3.6 million milk producers in
Gujarat.

The company’s principal activity is the manufacture and sale of milk, chocolate, ice cream and
dairy products.

Overview of the Company: -

Name- Amul

Type- Cooperative

Industry-Dairy/FMCG

Headquarters- Anand, Gujarat, India

Area Served- Multinational

Product- Milk, Chocolate, Ice Cream and Dairy

Founder Chairman- Dr. Verghese Kurien

VISION & MISSION: -

Vision: -

Amul’s vision is to provide more and more satisfaction to the farmers, employees and
distributors.

Mission: -

We at GCMMF (Gujarat Co-operative Milk Marketing Federation) endeavour to satisfy the taste
and nutritional requirements of the customers of the world, through excellence in marketing by
our committed team. Through co-operative networking, we are committed to offering quality
products that provide best value for money.

Objective: -

Is to ensure that the maximum share of the consumer’s rupee goes back to the milk producers.

12
The Amul Model: -

The Amul Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a federation of
member unions at the state level.

• Establishment of a direct linkage between milk producers and consumers by eliminating

middleman
• Milk producers (farmers) control procurement, processing and marketing
• Professional management

13
The Amul model has helped India to emerge as the largest milk producer in the world. More
than 16 million milk producers pour their milk in 185903 dairy cooperative societies across the
country. Their milk is processed in 222 District Co-operative Milk Unions and Marketed by 28
state Marketing Federations, ensuring a better life for millions.
Future Plan:

14
GCMMF, which sells dairy products under the Amul brand, on April 2, 2023 said its revenue
grew by 18.5 per cent last fiscal to Rs 55,055 crore on better demand. In a statement, the Gujarat
Co-operative Milk Marketing Federation Ltd (GCMMF) said it has registered a provisional
turnover of Rs 55,055 crore for the financial year 2022-23. The turnover growth of 18.5 per cent
is largely due to demand for branded consumer products, it added.

Our fresh products grew by 21 per cent with a contribution of 50 per cent to the GCMMF
turnover and ice cream range grew by 41 per cent. "Our consumer products have registered a
growth of 23 per cent YOY with products such as cheese, butter, UHT milk, milk beverages,
paneer, cream, buttermilk and dahi having grown at 20-40 per cent," GCMMF said.

The provisional unduplicated group turnover of member unions of the Amul group has crossed
Rs 72,000 crore (USD 9 billion) last fiscal.
With a focus of increasing our distribution across top 400 towns in terms of population,
GCMMF is increasing its network of 82 branch and warehouse infrastructure to more than 100
in 2023-24, while also increasing the distributors and retail universe in these towns.
The 18 member unions of GCMMF with farmer member strength of more than 36 lakh across
18,600 villages of Gujarat are procuring on an average 270 lakhs litres of milk per day.
To meet milk and milk product demand in major metros of India, the member unions of
GCMMF have set up a network of 98 dairy plants.

GCMMF is investing in new product categories such as organic foods, high protein products,
probiotic range, fresh sweets as it aims to transition from India's largest dairy brand to India's
largest Food and Beverages FMCG company.

Shamalbhai Patel, Chairman, GCMMF, emphasized the fact that the mantra of rapid expansion
has clearly yielded rich dividends for GCMMF. "Based on estimated growth in market demand
for Amul products and our future marketing efforts, GCMMF plans to achieve sales turnover of
Rs 1,00,000 crore by 2025 and further grow with a compound annual growth rate of more than
20 per cent over the next seven years...," Patel said.

The growth will be backed by higher milk procurement, continuous expansion in terms of
adding new markets, launching of new products, and adding new milk processing capacities
across India, the Chairman said.

Jayen Mehta, in-charge Managing Director, GCMMF said that "We have achieved volume sales
growth in all product categories.

"Pouch milk which is the highest turnover product has shown volume growth in double digit
apart from this, our products like butter, ghee, Ice Cream, UHT milk, flavored milk, Paneer, and
fresh cream have also shown double-digit growth."

15
 THE PRODUCT RANGE

S.N. Product Brand Varieties

Bread spreads Choco Buttery Spread, Amul Lite, Delicious Fat Spread,
1. Amul Unsalted Butter, Amul Garlic Butter, Amul Safed
Makkhan.
2. Cheese Amul Cream Cheese, Amul Processed Cheese, Amul Gouda
Cheese, Amul Cheese Sauce, Amul Cheese Spread, Pizza
Mozzarella Cheese, Diced Mozzarella Cheese, Diced Blend
Cheese, Diced Cheddar Cheese, Processed Pizza Cheese,
Amul Edam Cheese, Amul Feta Cheese, Amul Buffalo
Mozzarella, Amul Emmental Cheese
3. Paneer Malai Paneer, Fresh Paneer, Malai Paneer - Sterilized
4. Dahi Amul Fruit Dahi, Amul Masti Dahi, Amul Mishti Doi, Amul
Meetha Dahi, Amul Premium Dahi, Amul Low FatDahi
5. Cheese Sauce Pizza Sauce, Jalapeno Sauce, Mexican Salsa Sauce, Green
Chutney Sauce
6. Beverage Range Amul Flavoured Milk, Amul Lassi, Amul Masti Butter Milk,
Pouch Butter Milk, Amul Memory Milk,
DoubleChocolateMilkShake, Immunity Shot Range, Amul
Dark Chocolate, Amul Banana Milk Shake, Amul Tru, Amul
Kool Cafe, Amul Kadhai Doodh, Irish Drink Mocktail, Amul
Vanila MilkShake, Pina Colada Mocktail, Amul Kool Koko,
Amul Stamina Can, Amul Pro Drink, Amul Prolife Lassi,
Amul Prolife Butter Milk, Amul Kool Shakers, Amul
Soothies, Amul Seltzer
7. Amul Protein Amul Protein Butter Milk, Amul Protein Lassi
Products
8. Amul Ice Cream Sundae Range, Pro Biotic, Sugar Free & Pro Biotic
9. Ghee Amul Ghee, Amul Cow Ghee, High Aroma Cow Ghee, Amul
Sagar Ghee, Amul Pure Ghee
10 Milk Powders AmulT Special, Amul Spray, Amul Amulya, Amul Sagar,
Sagar Tea Coffee Whitener
11 Chocolates Amul Chocolates, Amul Wafer Chocolates, Amul Chocozoo,
Amul Filled Bars, Amul Syrups, Amul Assorted/Gift Packs,
Amul Institutional Chocolates
12 Fresh Cream Amul Fresh Cream, Amul Whipping
13 Mithai Mate Amul Mithai Mate
14 Happy Treats Aloo Tikki, Frenc Fries, Hash Brown, Potato Wedges, Veg
Burger Patty
15 Amul Pro Amul Pro
16 Amul Peanut Spread Amul Peanut Spread Creamy, Amul Peanut Spread Crunchy
17 Amul Puffles Cheesy Burst, Puffles Fiery Peri Peri, Puffles Pudina Pataka,
Puffles Tango Tomato.
18 Mithai Range Amul Shrikhand, Amul Gulab Jamun, Amul Basundi, Avsar
Laddoo, Amul Rabri, Amul Kaju Katri.

16
19 Roti Softener Amul Roti Softener,
20 Panchamrit Amul Panchamrit
21 Amul Sour Cream Amul Sour Cream
22 Amul Cattle Feed Amul Cattle Feed, Amul Buffalo Special, Amul Power Dan,
Amul Pregnant Feed, Amul Super Dan, Amul Calf Feed, Amul
Power Mixture, Amul Anomin, Amul Bovi Plus, Amul Cow
Kool, Amul Ferti Boost, Amul Hoof Shield, Amul Jeevan,
Amul Mas-Pro, Amul Nutri Cal, Amul Nutri Energia, Amul
Nutri Gold, Amul Nutri Power, Amul Rumisoo
23 Butter Amul Pasteurised Butter
24 Amul Milk Amul Cow Milk, Amul Gold, Amul Gold Special, Amul
Diamond, Amul Buffalo Milk, Amul Deshi A2 Cow Milk,
Amul Slim N Trim, Amul Chai Maza, Amul Taaza, Amul T-
Special, Amul Shakti, UHT Milk, Lactose Free Milk, Amul
Camel Milk.

17
 AMUL BAKERY PRODUCTS

Major Category Sub-Category Variants SKUs (Stock Keeping Unit)

Butter 32g, 200g

Coconut 50g
Butter Cookies Oats & Honey 50g
Nuts & Raisins 50g
Jeera 50g
Cashew 50g
Amul Butter Chocolate Cookies Chocolate 50g, 200g
Cookies
Butter Nankhatai Cashew 50g, 200g
(Whole Wheat/Atta) Almond 50g, 200g
Elaichi 50g, 200g

Amul Butter Cookies Amul Butter Cookies 400g

Gift Pack Asorted Pack
Amul Cookies Cheese Cookies Cheese 50g, 150g
Amul Cookies High Protein Cookies High Protein 150g

Sandwich 200g, 400g, 600g, 700g, 800g,

1200g
Whole Wheat 200g, 400g
Butter Bread
Brown 400g

Amul Fresh Multi Grain 400g

Butter Based
Fruit 200g
Bakery
Milk 200g

Butter Pav Butter Pav 250g, 300g, 400g

Butter Bun Butter Bun 300g, 400g

Butter Pizza Base Butter Pizza Base 200g, 250g

Elaichi Rusk 75g, 200g

Amul Rusk Regular Rusk Jeera Rusk 75g, 200g
Milk Rusk 75g, 200g

18
(List of Bakery products marketed by GCMMF under Brand name Amul)

19
 OBJECTIVES OF THE STUDY

Primary Objectives: -

1. An audit on standard operation procedures at Amul Retail Store.

2.To improve existing retail network of Amul Bakery products.

3.To understand the problems faced by the Retailer holder pertaining to selling & storage of

Amul products.

4.To evaluate Retailer’s response towards Amul Bakery products.

Secondary Objectives: -

1.To create consumer awareness about Amul.

2.How many Retailers effectively Purchase Amul Bakery items?

3. To restructure the Beats of different Amul distribution agencies in order to reduce the delivery

& service-related problems in retail & Multivendor market.

20
 SCOPE OF THE STUDY:

1.The study includes Dairy Retail store observation and audit.

2.Understanding the distribution channel of Amul products.

3.The study will help in enhancing distribution channel of Amul Products.

4.The study not only gives idea about what problems are faced by distributors in distributing

Amul products but will also help in identifying solution for problems faced by distributors.

5.The study helps in increasing no. of retailers in Amul products.

6.The study will help in restructuring margin policy for retail distributors.

7.The study will help in supplying required products & services to retail distributors in timely

manner.

8.This study also will also help in improving the market share of Amul in Dairy market.

21
 RESEARCH METHODOLOGY

Introduction: -

The process used to collect information and data for the purpose of making project decision is
called Research Methodology. The methodology may include interactions, surveys, and other
research techniques and could include both present and historical information. This project was
conducted through interactions of shopkeepers based on some parameters in questionnaire form
and retail survey was conducted to understand the preference of retailer.

Mechanics: -

Place: -

• The survey was conducted to the outlets of retail market and different shops of wholesale
Multivendor market.

• I visited different outlets present in different areas of Bhubaneswar for Market Survey to
collect the data.

• I worked at several distributor offices and with their salesman for the purpose of complete
market research & collection of data.

Sample size: -
I have visited more than 500 outlets with several salesman working under different distributor
agencies.

Time of completion of project: -

Total days of completion of project is 60 days.

Presentation of data: -

• At first the primary data are accumulated from the shopkeepers.

• Secondary data are used for industry and company overview.
• The data are presented statistically with the help of Microsoft Excel.

22
 A weekly report of total Amul bakery products ordered by different retailers from SRIRAM AGENCY

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

DATE NAME OF THE WD- SRIRAM AGENCY NAME OF TSI
22TH MAY NAME OF THE SALESMAN- PAPU RASHMI RANJAN GIRI
TO
27TH MAY

DAY-1(22TH MAY)
Sr. No. Retailer’s Shop Name Mobile No. Type Of Address Sale Of Amul Bakery items
Outlet (PER DAY)
1. Good Morning Store 9937075217 Kirana ID Market Inside 8pc Butter Nankhatai 200g
2. Maa Variety Store 8917419389 Kirana ID Market Outside 6pc Chocolate Cookies 200g
3. Mangala Chudi Mahal 8917439715 Kirana ID Market Inside 0
4. Sitaram Store 7606847032 Kirana ID Market Inside 0
5. M/s Meera Enterprises 9861134842 Kirana ID Market Inside 0
6. M/s Sarojini Store 9937760807 Kirana ID Market Inside 0
7. Devi Traders 7735851155 Kirana ID Market Inside 0
8. Matru Shakti General Store 9337014050 Kirana ID Market Inside 0

9. Binayak Store 9776481612 Kirana ID Market Inside 0

10. Shree Mandir 7537053243 Kirana ID Market Outside 0
RD
DAY-2(23 MAY)
1) Sahoo Brothers 9439149674 Kirana ID Market 0
2) Check In Store 9090773772 Kirana ID Market 0
3) NilaMadhav Store 9861032857 Kirana ID Market 0
4) Grocery Corner 6371616184 Kirana ID Market 10pc chocolate cookies 200g
5) Satya Das Store 7008340418 Kirana ID Market 0
6) Mangala Store 9861309967 Kirana ID Market 0
7) Mahima Store 9861586203 Kirana ID Market 0
8) Shree Mandir 7537053243 Kirana ID Market Outside 4pc Nankhatai 200g
TH
DAY-3(24 MAY)
1. Peess 9238509977 Kirana IRC village 6pc chocolate cookies 200g
2. Bhuasuni General Store 8763355109 Kirana IRC village 0
3. Sagarika Store 9668480195 Kirana IRC village 0
4. Maa Tarini Store 9437631542 Kirana IRC village 0
5. Mishra General Store 9937805064 Kirana IRC village 0
6. Needs Store 9040784700 Kirana IRC village 0
7. Sarala Store 8280170128 Kirana IRC village 0
8. Santosh Variety Store 9090825406 Kirana IRC village 2pc Nankhatai 200g
9. Anjali Food Plaza 9861008435 Kirana IRC village 0

23
 DAY-4(25TH MAY)
1. Sweta Snacks 9776121904 Kirana Jaydev Vihar 6pc Butter cookies 200g
2pc Nankhatai 200g
2. Prashant General Store NA Kirana Jaydev Vihar 0
3. Mo Treat 8908698142 Kirana Jaydev Vihar 6pc Butter cookies 200g
4. Sidheswar General Store 9090880206 Kirana Jaydev Vihar 0
5. Jay Bira Hanuman Store 7873825634 Kirana Jaydev Vihar 0
6. Sahoo Variety Store 9778783133 Kirana Jaydev Vihar 2pc Nankhatai 200g
2pc Butter cookies 200g
2pc Chocolate cookies 200g
7. Sonali Variety Store 9861294569 Kirana Jaydev Vihar 0
8. Maa Laxmi Variety Store 9853249189 Kirana Jaydev Vihar 0
9. Good Morning Store 9937075217 Kirana Jaydev Vihar 0
10. Santosh Variety Store 9778417006 Kirana Jaydev Vihar 0
TH
DAY-5(26 MAY)
1. Kings The Cake Shop 9348798694 Bakery & ID Market Outside 0
Confectionery
2. Origraphs 9439601050 Kirana ID Market Outside 3pc chocolate cookies 200g
2pc Nankhatai 200g
3. Shiv Shankar Store 8763736836 Kirana Jaydev Vihar 6pc Nankhatai 200g
4. Maa Variety Store 9777036347 Kirana ID Market Outside 0
5. Bijan Kumar Satapathy 9777562597 Kirana ID Market Outside 0
6. Sarala Variety Store 9937416302 Kirana ID Market Outside 0
7. Rabi Sweets & Namkeen 7978255560 Kirana ID Market Outside 6pc Nankhatai 200g
3pc Chocolate cookies 200g
8. Shree Bhandar 8917421001 Kirana ID Market Outside 0
9. Subhashree General Store 6371699917 Kirana ID Market Outside 0
10. Jharana Food Mart 9777309015 Kirana ID Market Outside 0
TH
DAY-6(27 MAY)
1. Good Morning Store 9937075217 Kirana Jaydev Vihar 2pc Nankhatai 200g
2. Maa Variety Store 9777036347 Kirana ID Market Outside 2pc Chocolate cookies 200g
3. Grocery Corner 6371616184 Kirana ID Market 2pc Chocolate cookies 200g
4. Sarala Store 8280170128 Kirana IRC village 0
5. Needs Store 9040784700 Kirana IRC village 0
6. Sweta Snacks 9776121904 Kirana Jaydev Vihar 3pc Butter cookies 200g
7. Mahima Store 9861586203 Kirana ID Market 0
8. Bhuasuni General Store 8763355109 Kirana IRC village 0
9. Sahoo Brothers 9439149674 Kirana ID Market 0
10. Sagarika Store 9668480195 Kirana IRC village 0
11. Check In Store 9090773772 Kirana ID Market 0
12. Maa Laxmi Variety Store 9853249189 Kirana Jaydev Vihar 2pc Butter cookies 200g
13. Sitaram Store 7606847032 Kirana ID Market Inside 0

24
 A weekly report of total Amul bakery products ordered by different retailers from SONU-SOMYAJIT
AGENCY

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

DATE NAME OF THE WD- SONU SOMYAJIT AGENCY NAME OF TSI
5THJUNE NAME OF THE SALESMAN- SANJIT RASHMI RANJAN GIRI
TO
10THJUNE
DAY-1(5TH JUNE)
Sr. No. Retailer’s Shop Name Mobile No. Type Of Address Sale Of Amul Bakery items
Outlet (PER DAY)
1. Odia Hut 9777077014 Kirana Nandankanan Road 0
2. SS Enterprises 9439776547 Bakery Nandankanan Road 4pc Butter cookies 200g
&Confectionery 4pc Chocolate cookies 200g
3. Magnikart 7205797638 Kirana Nandankanan Road 0
4. Maa Tarini Variety Store 6370927300 Kirana Nandankanan Road 0
5. Maa Variety Store 9090602050 Kirana Nandankanan Road 0
6. Sri Sainath Namkeen & 7005376713 Kirana Nandankanan Road 2pc Nankhatai 200g
variety Store 2pc Chocolate cookies 200g
7. Sameer Snacks 9132553584 Kirana Nandankanan Road 0
8. Annapurna Variety Store 9938848596 Kirana Nandankanan Road 4pc Butter Cookies 200g
9. Satyajit Variety Store 8917624242 Kirana Nandankanan Road 0
10. ANSmart 9658977057 Kirana Nandankanan Road 0
11. Tarini Store 9776868183 Kirana Nandankanan Road 0
12. Patra Snacks & Grocery 9937348993 Kirana Nandankanan Road 0
13. Patra Store 8249893609 Kirana Nandankanan Road 0
TH
DAY-2(6 JUNE)
1. Panda Variety Store 9938253159 Kirana Gajapati Nagar 2pc Butter cookies 200g
2. Das & Das Store 7735373609 Kirana Gajapati Nagar 0
3. PQ Trader 9937195548 Kirana Gajapati Nagar 0
4. Sri Lokonath VT Store 9938079781 Kirana Gajapati Nagar 4pc Butter cookies 200g
4pc Chocolate cookies 200g
5. Jaiguru Omfed 9777369366 Omfed Stall Gajapati Nagar 6pc Butter cookies 50g
6. Odisha Cha & Millet 7077123393 Millet Outlet Gajapati Nagar 2pc Chocolate cookies 200g
House
7. OMM Omfed 9938984008 Omfed Stall Gajapati Nagar 0
8. Sri jagannath Enterprisers 9937071421 Kirana Gajapati Nagar 0
9. Hanuman Store 9437360958 Kirana Gajapati Nagar 0
10. Ajay Store 9090276216 Kirana Gajapati Nagar 0
11. PN General Store 9439197205 Kirana Gajapati Nagar 3pc Butter cookies 200g
2pc Chocolate cookies 200g
12. The Cake Café 9437282220 Bakery Gajapati Nagar 0
13. Raja Store 8480087870 Kirana Gajapati Nagar 0
TH
DAY-3(7 JUNE)

25
1. Jena Variety Store 9861317619 Kirana Maitri Vihar 0
2. Subham Variety Store 8637258431 Kirana Maitri Vihar 0
3. Sahoo Variety Store 9777045421 Kirana Maitri Vihar 0
4. Maa Mangala VT Store 9861140265 Kirana Maitri Vihar 0
5. Sai Ganesh VT Store 7008704981 Kirana Maitri Vihar 4pc Butter cookies 200g
4pc Chocolate cookies 200g
6. Rasi Variety Store 9937064844 Kirana Maitri Vihar 0
7. OM Grocery Mart 7978232138 Kirana Maitri Vihar 2pc Chocolate cookies 200g
2pc Nankhatai 200g
8. Graphic Communication 8260032464 Kirana Maitri Vihar 4pc Butter cookies 200g
9. Kalyani General Store 7008670283 Kirana Maitri Vihar 2pc Nankhatai 200g
10. Maa Tara Variety Store NA Kirana Maitri Vihar 0
11. Raju Omfed Stall 9124246760 Omfed Stall Maitri Vihar 0
12. Anil Store 8144087283 Kirana Maitri Vihar 0
13. Subudhi General Store NA Kirana Maitri Vihar 0
14. Kanakdurga VT Store 7978465108 Kirana Maitri Vihar 3pc Butter cookies 200g
TH
DAY-4(8 JUNE)
1. The Chocolate Café 8895302632 Bakery BDA Market 0
2. Tarini Snacks 9178645120 Snacks BDA Market 2pc Chocolate cookies 200g
3. Maa Tarini Omfed 7894744861 Omfed Parlour BDA Market 0
4. Akhandalamani Snacks 9658639879 Snacks BDA Market 0
5. Sahoo Variety Store 9777430947 Kirana BDA Market 0
6. Ananda Mega Mart 9438008235 Mega Mart BDA Market 4pc Butter cookies 200g
7. Sweta Super bazar 7008731441 Kirana BDA Market 0
8. Subhanshu Enterprisers 7077924328 Kirana BDA Market 2pc Butter cookies 200g
2pc Nankhatai 200g
9. Mahaveer Snacks 7894965218 Snacks BDA Market 0
10. Paradise Snacks 8908468085 Snacks BDA Market 0
TH
DAY-5(9 JUNE)
1. Shivaram variety Store 9853716996 Kirana IRC Village 0
2. Maa Laxmi Variety Store 7855034179 Kirana IRC Village 0
3. Jagannath Variety Store 9337431549 Kirana IRC Village 0
4. Sarala Store 7008768831 Kirana IRC Village 0
5. Dina Bandhu VT Store 8249711172 Kirana IRC Village 0
6. Origraphs 9439601050 Kirana IRC Village 0
7. One stop Grocery Snacks 7848895759 Kirana IRC Village 0
8. Good Morning Store 7873804545 Kirana IRC Village 0
9. Bhuasuni general Store 8763355109 Kirana IRC Village 0
10. Adi Snacks NA Bakery IRC Village 2pc Butter cookies 200g
2pc Chocolate cookies 200g
11. Sagarika Variety Store 9668480195 Kirana IRC Village 0

26
12. Kamala Store NA Kirana IRC Village 0
13. Singh Store 9692821001 Kirana IRC Village 0
14. Taratarini General Store NA Kirana IRC Village 0
15. Hot & Cool Cafe 7504668038 Kirana IRC Village 0
16. Uptown Mart 9439127477 Grocery Mart IRC Village 0
17. Friends Bakery 7008793548 Bakery IRC Village 0
18. Omfed booth 804 NA Omfed Stall IRC Village 0
19. Swapneswara Omfed NA Omfed Stall IRC Village 0
20. Sai Omfed Booth 841 9668799289 Omfed Stall IRC Village 0
TH
DAY-6(10 JUNE)
1. Pihu Store 9777431316 Kirana Nandankanan Road 0
2. Smruti Snacks 9938943111 Kirana Nandankanan Road 0
3. Maa Dropshipper 9437298053 Kirana Nandankanan Road 0
4. SaiSubham Variety Store 7978857209 Kirana Nandankanan Road 0
5. Pooja Variety Store 9668248794 Kirana Nandankanan Road 0
6. Ranjan Variety Store NA Kirana Nandankanan Road 0
7. Mahalaxmi Grocery and NA Kirana Nandankanan Road 0
variety Store
8. Mahima Store 7008224017 Kirana Nandankanan Road 0
9. Maa Sikharchandi 8117885692 Kirana Nandankanan Road 0
Keshab Communication
10. Sushant Betel Shop 9178741536 Kirana Nandankanan Road 0
11. Odia Hut 9777077014 Kirana Nandankanan Road 0
12. SS Enterprises 9439776547 Bakery Nandankanan Road 2pc Butter cookies 200g
&Confectionery 2pc Chocolate cookies 200g
13. Magnikart 7205797638 Kirana Nandankanan Road 0
14. Maa Tarini Variety Store 6370927300 Kirana Nandankanan Road 0
15. Maa Variety Store 9090602050 Kirana Nandankanan Road 0
16. Sameer Snacks 9132553584 Kirana Nandankanan Road 0
17. Annapurna Variety Store 9938848596 Kirana Nandankanan Road 3pc Butter cookies 200g
18. Satyajit Variety Store 8917624242 Kirana Nandankanan Road 0
19. ANSmart 9658977057 Kirana Nandankanan Road 0
20. Tarini Store 9776868183 Kirana Nandankanan Road 0
21. Patra Snacks & Grocery 9937348993 Kirana Nandankanan Road 0
22. Patra Store 8249893609 Kirana Nandankanan Road 0
23. Sri Sainath Namkeen & 7005376713 Kirana Nandankanan Road 2pc Nankhatai 200g
variety Store
24. Maa Sikharchandi 9938389405 Kirana Nandankanan Road 0
Variety Store
25. Tapaswini Variety Store 8895193757 Kirana Nandankanan Road 0
26. Fourjit Counter 7008656683 Kirana Nandankanan Road 0
27. Radhakrishna VT Store NA Kirana Nandankanan Road 0

27
 A weekly report of total Amul bakery products ordered by different retailers from LAXMIPRIYA TRADERS

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

DATE NAME OF THE WD- LAXMIPRIYA TRADERS NAME OF TSI
12TH JUNE NAME OF THE SALESMAN- SUSHANT RASHMI RANJAN GIRI
TO
17TH JUNE
DAY-1(12TH JUNE)
Sr. No. Retailer’s Shop Name Mobile No. Type Of Address Sale Of Amul Bakery items
Outlet (PER DAY)
1. Maa Baradei Snacks & NA Kirana VSS Nagar 2pc Butter cookies 200g
Variety Store 3pc Chocolate cookies 200g
6pc Coconut cookies 50g
2. Shreya Variety Store NA Kirana VSS Nagar 0
3. Jitu Variety Store NA Kirana VSS Nagar 0
4. Manik Store NA Kirana VSS Nagar 0
5. Sri Guru Snacks NA Kirana VSS Nagar 5pc Butter cookies 200g
4pc Chocolate cookies 200g
6pc Coconut cookies 50g
6. Sri Ganesh Enterprises NA Kirana VSS Nagar 0
7. Patra Snacks NA Kirana VSS Nagar 0
8. Deepak Variety Store NA Kirana VSS Nagar 0
9. KK Variety Store NA Kirana VSS Nagar 0
10. Maa Adishakti Store NA Kirana VSS Nagar 0
11. Pradhan Variety store NA Kirana VSS Nagar 0
12. Maa Santoshi Variety NA Kirana VSS Nagar 0
Store
13. Jagannath Variety Store NA Kirana VSS Nagar 0
14. Mamata Store NA Kirana VSS Nagar 0
15. Maa Mangala Store NA Kirana VSS Nagar 0
16. Mahalaxmi Store NA Kirana VSS Nagar 0
17. Puja Snacks NA Bakery & VSS Nagar 2pc Butter cookies 200g
Confectionery 2pc Chocolate cookies 200g

18. Ajay Variety Store NA Kirana VSS Nagar 0

19. Pratyush Communication NA Kirana VSS Nagar 0
20. Mahaveer Variety Store NA Kirana VSS Nagar 0
21. Maa Uttarmukhee NA Kirana VSS Nagar 0
22. Mangala Store NA Kirana VSS Nagar 0
TH
DAY-2(13 JUNE)
1. Ridhi Enterprises NA Kirana Laxmi Sagar 0
2. Patra Store NA Kirana Laxmi Sagar 0
3. Senapati Store NA Kirana Laxmi Sagar 3pc Butter cookies 200g
4pc Chocolate cookies 200g
6pc Coconut cookies 50g

28
4. Bulu Grocery NA Kirana Laxmi Sagar 0
5. Sahoo Omfed NA Omfed Stall Laxmi Sagar 0
6. Lakheswar Store NA Kirana Laxmi Sagar 0
7. Bhola Bhandar Store NA Kirana Laxmi Sagar 0
8. Laxminarayan Store NA Kirana Laxmi Sagar 0
9. Dalkhai Store NA Kirana Laxmi Sagar 0
10. Radhakrishna Variety NA Kirana Laxmi Sagar 0
Store
11. Mohanty Store 7008475455 Kirana Laxmi Sagar 0
12. Ananya Variety Store NA Kirana Laxmi Sagar 0
13. Subhalaxmi Store NA Kirana Laxmi Sagar 0
14. Litu Omfed NA Omfed Stall Laxmi Sagar 0
TH
DAY-3(14 JUNE)
1. Pawan Bhandar 9861097059 Kirana Rasulgarh 0
2. Somanath VT Store NA Kirana Rasulgarh 0
3. Maa Mangala VT Store NA Kirana Rasulgarh 4pc Butter cookies 200g
3pc Chocolate cookies 200g
6pc Coconut cookies 50g
4. Trinath Store NA Kirana Rasulgarh 0
5. Popular Store NA Kirana Rasulgarh 0
6. Nath Variety Store 7894409550 Kirana Rasulgarh 0
7. Aradhya Beauty Plus 9861289880 Kirana Rasulgarh 0
8. Mahima Store NA Kirana Rasulgarh 0
9. Mahalaxmi Store NA Kirana Rasulgarh 0
10. Ganapati Store 8093533235 Kirana Rasulgarh 0
11. Jagannath Store 9778832307 Kirana Rasulgarh 0
12. Lenka Store NA Kirana Rasulgarh 0
13. Manash Snacks NA Bakery Rasulgarh 2pc Butter cookies 200g
2pc Chocolate cookies 200g
14. Sai Snacks 9861213146 Bakery Rasulgarh 0
15. Image Store NA Bakery Rasulgarh 0
16. Jena Variety Store 9853407494 Kirana Rasulgarh 0
17. Panchanan Variety Store 9778642448 Kirana Rasulgarh 0

18. Dhala Babu Store NA Kirana Rasulgarh 0

19. Pramila Variety Store 7894864727 Kirana Rasulgarh 0
20. Muduli Variety Store NA Kirana Rasulgarh 0
21. Guru Variety Store 9853585034 Kirana Rasulgarh 0
DAY-4(15TH JUNE)
✓
✓ HOLIDAY DUE TO RAJA FESTIVAL

29
 DAY-5(16TH JUNE)
1. B.K Sahoo Store 9861001286 Kirana Chakeisihani 0
2. Maa Tarini Snacks 9437628361 Kirana Chakeisihani 0
3. Satyabhama Grocery 0
Shop 9438039163 Kirana Chakeisihani
4. R.N Store 7008071988 Kirana Chakeisihani 0
5. Santosh Variety Store 9938512008 Kirana Chakeisihani 0
6. Makara Dhwaja 9937376470 Kirana Chakeisihani 0
7. Maa Tarini Grocery Store NA Kirana Chakeisihani 0
8. Sarat Variety Store NA Kirana Chakeisihani 0
9. Rashmi Variety Store 9937730541 Pan Shop Chakeisihani 0
10. Bhagyalaxmi Snacks 4pc Butter cookies 200g
NA Kirana Chakeisihani 3pc Chocolate cookies 200g
11. Maa Sarala Grocery and
Variety Store 7873731502 Bakery Chakeisihani 0
TH
DAY-6(17 JUNE)
1. G.K Sahoo Store 2pc Butter cookies 200g
8327701974 Kirana G.G.P Colony 2pc Chocolate cookies 200g
2. Maa Khandeswari VT
Store 9338221105 Kirana G.G.P Colony 0
3. Bhaina Variety Store 9692676748 Kirana G.G.P Colony 0
4. Senapati Traders NA Kirana G.G.P Colony 0
5. Satapathy Store 7008475455 Kirana G.G.P Colony 0
6. Basudev Variety Store NA Kirana G.G.P Colony 0
7. Prakash Store 7978440190 Kirana G.G.P Colony 0
8. Ama Dukan 7377351911 Kirana G.G.P Colony 0
9. Sanjog Communication NA Kirana G.G.P Colony 0
10. Gandhi Soda Shop 9124080105 Bakery G.G.P Colony 2pc Chocolate cookies 200g
11. Krish Department 9437240227 Kirana G.G.P Colony 0
12. Sai Bhandar Store 9861269758 Kirana G.G.P Colony 0
13. Swastik Store 6371775123 Kirana G.G.P Colony 0
14. Module Variety Store 9938904499 Kirana G.G.P Colony 0
15. Sri Jagannath Provision NA Kirana G.G.P Colony 0
16. Kailash Variety Store 6371713297 Kirana Balianta 0
17. Uttarmukhi Store 9668835820 Kirana Balianta 0
18. Patitapabana Store 7008805077 Kirana Balianta 0
19. Mahalaxmi Store NA Kirana Balianta 0
20. Maa Tarini Variety Store NA Kirana Balianta 0
21. Mohapatra Variety Store NA Kirana Balianta 0
22. Charulata Store NA Kirana Balianta 0
23. Nirmal Store 9348763035 Kirana Balianta 0
24. Shivam Sweets NA Kirana Balianta 0

30
 A weekly report of total Amul bakery products ordered by different retailers from LAXMI AGENCY

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

DATE NAME OF THE WD- LAXMI AGENCY NAME OF TSI
19TH JUNE NAME OF THE SALESMAN- GAJENDRA DAS RASHMI RANJAN GIRI
TO
24TH JUNE
DAY-1(19TH JUNE)
Sr. No. Retailer’s Shop Name Mobile No. Type Of Address Sale Of Amul Bakery items
Outlet (PER DAY)
1. Raghunath Store 9861474003 Kirana Sailashree Vihar 0
2. Grocer’s Mart 8895580780 Mart Sailashree Vihar 3pc Butter cookies 200g
3. Like Bite NA Bakery & Sailashree Vihar 2pc Chocolate cookies 200g
Confectionery
4. Singh Sweets NA Sweets & Sailashree Vihar 4pc Butter cookies 200g
Snacks
5. Maa Tarini Store 9692888818 Kirana Sailashree Vihar 0
6. Mart Xyz 8457990465 Grocery Mart Sailashree Vihar 0

7. Excel Store NA Kirana Sailashree Vihar 0

8. Panda Variety Store NA Kirana Sailashree Vihar 0
9. Maa Mangala Store NA Kirana Sailashree Vihar 0
10. Tulasi Store NA Kirana Sailashree Vihar 0
11. Gugu Variety Store 8249248010 Kirana Sailashree Vihar 0
12. Bhaina Variety Store NA Kirana Sailashree Vihar 0
13. Sujit Variety Store NA Kirana Sailashree Vihar 0
14. Mahalaxmi Store NA Kirana Sailashree Vihar c
15. Samarpan Store NA Kirana Sailashree Vihar 0
16. Aditya Snacks 7978600078 Kirana Sailashree Vihar 0
17. Akhandalamani Store 9238531850 Kirana Sailashree Vihar 0
18. Bandana Store NA Kirana Sailashree Vihar 4pc Chocolate cookies 200g
19. S.R Premium 9438014370 Kirana Sailashree Vihar 0
20. Cups N Cake 9237755977 Bakery & Sailashree Vihar 0
Confectionery
21. Narayan Store 9937186121 Kirana Sailashree Vihar 0
22. Puskar Omfed NA Omfed Stall Sailashree Vihar 0
23. Uttam Enterprises 9237755977 Bakery & Sailashree Vihar 0
Confectionery
24. L.N General Store 9861040113 Kirana Sailashree Vihar 0
TH
DAY-2(20 JUNE)
✓ HOLIDAY DUE TO RATHA YATRA ✓

DAY-3(21TH JUNE)
1. Subham Variety Store 9337573212 Kirana Niladri Vihar 0

31
2. Omfed Stall NA Omfed Stall Niladri Vihar 6pc Butter cookies 200g
3. Ama Dokan 9668000229 Kirana Niladri Vihar 0
4. Kanak Store 7008954573 Kirana Niladri Vihar 6pc Butter cookies 200g
5. Janaki Store NA Kirana Niladri Vihar 0
6. Niladri Vandar NA Kirana Niladri Vihar 0
7. Satyam Store 7377545334 Kirana Niladri Vihar 0
8. Sai Omfed 9777579352 Omfed Stall Niladri Vihar 3pc Chocolate cookies 200g
9. Devaki Store NA Kirana Niladri Vihar 0
10. Anantadurga Store NA Kirana Niladri Vihar 0
11. Mahaveer Snacks 9583434433 Kirana Niladri Vihar 0
12. Swati Grocery 9438763414 Kirana Niladri Vihar 0
13. Tarini Store 9861476894 Kirana Niladri Vihar 0
14. Adishakti Mart 9937757239 Kirana Niladri Vihar 6pc Butter cookies 200g
15. Radheshyam VT Store NA Kirana Niladri Vihar 0
16. Bhairabi Corner NA Kirana Niladri Vihar 0
17. Kanhu Variety Store NA Kirana Niladri Vihar 0
18. Guru Krupa Store NA Kirana Niladri Vihar 0
19. New Elegant Store 7205180856 Kirana Niladri Vihar 0
20. Bapi Omfed 9938084209 Bakery & Niladri Vihar 0
Confectionery
DAY-4(22TH JUNE)
✓ HOLIDAY AS THE SALESMAN WAS ON LEAVE ✓

DAY-5(23TH JUNE)
1. Sarala Zarda Vandar NA Kirana Damana 0
2. Amit Variety Store NA Kirana Damana 0
3. Rout Variety Store NA Kirana Damana 0
4. Patra Store NA Kirana Damana 0
5. Ramakrushna Store 9827805539 Kirana Damana 0
6. Maa Mangala Store 8908042323 Kirana Damana 0
7. Jyoti Variety Store 9658165477 Bakery Damana 5pc Butter cookies 200g
8. Omfed Store 8637257154 Omfed Stall Damana 6pc Chocolate cookies 200g
9. Maa Tarini Store 9861007435 Kirana Damana 3pc Chocolate cookies 200g
10. Sikharchandi Store NA Kirana Damana 0
11. Mahima Store 9938693381 Kirana Damana 0
12. Anam Sahoo Store NA Kirana Damana 6pc Butter cookies 200g
13. Alekha Store NA Kirana Damana 0
14. S Prusty Store NA Kirana Damana 3pc Chocolate cookies 200g
15. Liza Variety Store NA Kirana Damana 0
16. Maa Banadurga Store 9668152321 Kirana Damana 0

32
17. Somanath Store 7978907706 Kirana Damana 0
18. Ramesh General Store 7008054917 Kirana Damana 0
19. Krishna Variety Store NA Bakery & 0
Confectionery Damana
20. Laxmi Store NA Bakery & 0
Confectionery Damana
21. Soma Communication 7008762728 Bakery Damana 0
TH
DAY-6(24 JUNE)
1. Gudu Snacks 6371945774 Kirana KIIT Road 0
2. Ayasha Variety Store 6370749438 Kirana KIIT Road 0
3. Om Sairam Store NA Kirana KIIT Road 0
4. Omfed 2011 8984176211 Omfed Stall KIIT Road 0
5. Saikrishna Store 6370628769 Kirana KIIT Road 0
6. Maa Tarini Store 9438470719 Kirana KIIT Road 0
7. Maa Shikharchandi Store 9438536537 Kirana KIIT Road 0
8. Sandhya Variety Store 7377124696 Kirana KIIT Road 0
9. Sonakhi Snacks NA Kirana KIIT Road 0
10. Omfed 2303 9437922253 Omfed Stall KIIT Road 4pc Butter cookies 200g
11. Amit Variety Store 9937374434 Kirana KIIT Road 0
12. Subham Variety Store NA Kirana KIIT Road 3pc Chocolate cookies 200g
13. Chaudhury Store 7205359418 Kirana KIIT Road 0
14. Matrudevi Store NA Kirana KIIT Road 0
15. Om Ganesh Store NA Kirana KIIT Road 0
16. Santosh Store 7751065484 Kirana KIIT Road 3pc Chocolate cookies 200g
17. Aditri Link 7008574189 Kirana KIIT Road 0
18. Menaka Ladies Corner 9439554006 Bakery & KIIT Road 0
Confectionery
19. Radha Bhalhaba Store NA Bakery & KIIT Road 0
Confectionery
20. Maa Annapurna Store 9124868568 Kirana Kanan Vihar 0
21. BB Mart 9861230535 Mart Kanan Vihar 0
22. Bijaya Store 7873602360 Kirana Kanan Vihar 0
23. Choco Creation 8249154719 Bakery & Kanan Vihar 0
Confectionery
24. Dutee Shree Store NA Kirana KIIT Road 0
25. Mahalaxmi Variety Store 7846954421 Kirana Kanan Vihar 0
26. Mahamaya Variety Store 9861625017 Kirana Kanan Vihar 0
27. Mini Super Mart NA Kirana Kanan Vihar 0
28. Luna Variety Store NA Pan Shop Kanan Vihar 0
29. Savitri Enterprises NA Super Mart Kanan Vihar 0
30. V Store 9776647722 Kirana Kanan Vihar 2pc Butter cookies 200g

33
 DATA ANALYSIS & INTERPRETATION
ANALYSIS OF THE DATA (FROM THE QUESTIONAIRE) OBTAINED FROM THE AMUL RETAIL SHOPS

Q.1. Do you stock Amul Bakery products? a) Yes b) No

Table-1
Stockiest No. Of Respondents Percentage
Yes 18 36
No 32 64
Total Sample Size 50 100

Fig-1

As per the Graph we can interpret that only 36% retailers are maintaining the stock of Amul Bakery products While
Majority of retailers are not maintaining the stock of Amul Bakery items.

Q.2. If No, the reasons for not purchasing Amul Bakery products?
a) Lack of awareness about the product b) Unfamiliarity with the product range
c)Availability in limited stores d) Price
Table-2
Reasons for not purchasing Amul No Of Respondents Percentage
bakery items
Lack of awareness about the product 15 30
No replacement for damaged items 15 30
Availability in limited stores 8 16
Price 12 24
Fig-2

From the graph we can conclude that about 60% retailers are unaware and unfamiliar with the product range & are
unsatisfied with the damaged product replacement services & other reasons for not purchasing the products are
Availability and Price issues.

34
Q.3. Amul Bakery items being promoted or advertised in Bhubaneswar? a) Yes b) No
Table-3
Amul Bakery items being promoted or advertised in No Of Percentage
Bhubaneswar Respondent
Yes 6 20
No 24 80

Fig-3

Am u l B aker y item s b ein g p r om oted or ad ver tised in

B h u b an eswar

No 80
24
Yes 20
6
0 10 20 30 40 50 60 70 80 90

Percentage No Of Respondents

This above graph indicates that about 80% retailers are saying there is no promotional activities done in Bubaneswar
regarding Amul bakery products.

Q.4. How do you know about Amul bakery products ?

Table-4

How do you know about Amul Bakery Products No Of Respondent Percentage

Television 0 0
Social media (Facebook, Instagram, Twitter etc) 0 0
Newspapers/Magazines 0 0
Outdoor Ads (Banners, Posters etc) 16 32
In-Store Displays 20 40
By the salesman 14 28

Fig4

So, In-Store Displays and Salesman Plays the vital role for promoting the Bakery products of Amul near the
retailers.

35
Q.5. What is the Source from Where do you get Amul Bakery Products?
a) Distributors b) Other Suppliers/Directly Purchase
Table-5

Sources from getting Amul Bakery products No. Of Respondent

Distributors 30
Other Suppliers/Directly purchase 10
Total Sample Size 40
Fig-5

As per the graph we can conclude that majority of the products are selling to the retailers by the distributors and
remaining retailers are directly purchasing from the market i.e. From the supermarket and malls or by any other
suppliers.

Q.6. Are you satisfied with Amul distributor? a) Yes b) No

Table-6

Satisfied with Amul distributor No Of Respondent

Yes 40
No 10
Total Sample Size 50
Fig-6

No Of Respondent

50
60 40
40
10
20
0
Yes No Total Sample Size

No Of Respondent

As per this graph 40 retailers are satisfied with their distributors but at the same time 10 retailers are not satisfied due
to several reasons .

36
Q.7. Are you interested to purchase Amul Bakery products in future?
a) Yes b) No c) Not sure
Table-7

Interested in purchasing Amul Bakery items No Of Respondent

Yes 20
No 14
Not Sure 16
Total Sample Size 50
Fig-7

No Of Respondent
Total Sample Size 50
Not Sure 16
No 14
Yes 20

0 10 20 30 40 50 60

As per this graph From 50 retailers, 20 retailers are interested to purchase Amul Bakery products due to Brand
reputation, Prodct quality & Taste etc while 14 retailers are not interested because of Price & expiry date issue & 16
are not sure about their future intent.

Q.8. Give your rating to following attributes of Amul Bakery Products?

a) Quality b) Brand Image c) Availability d) Packaging e) Margin

Table-8
Good Very Good Average Bad Very Bad
A. Quality 30 40 10 5 0
B. Brand Image 30 50 8 2 0
C. Availability 20 20 40 10 10
D. Packaging 30 20 30 10 10
E. Margin 10 5 20 45 20
Fig-8

Ratings Of Retailers
60 50 45
40 40
40 30 30 30 30
20 20 20 20 20
20 10 5 10 8 5 2 10 10 10 10
0 0
0
Good Very Good Average Bad Very Bad

A. Quality B. Brand Image C. Availability D. Packaging E. Margin

As per this graph, Amul has provided good quality and Amul’S Brand image and Packaging is also very good But it
provides average availability in comparison to other competitors. The margin to the retailers provided by Amul is
also not good in comparison to other competitors.

37
 SWOT ANALYSIS OF AMUL BAKERY PRODUCTS

STRENGTH
1. Brand name & Goodwill.
2. High quality Products sold at reasonable prices.
3. It is aiming at rural segment, which covers a large area of loyal customers, which other
companies had failed to do.

WEAKNESS
1. Lack of availability of stock at various locations.
2. Lack of promotions (advertisements/offers/schemes)
3. Weak distributors service channel to retailers (in some areas)
4. Low profit margin to retailers.
5. There are various competitive players in the bakery market, which act as major
competitors restricting their growth.

OPPORTUNITIES

1. Introducing different flavours instead of launching new products will be helpful in

capturing more markets in future.
2. Introducing new schemes (for e.g., buy 2, get 1 free) can definitely bring changes in near
future.
3. Promotion will pay good results.
4. There is a lot of potential for growth & development as huge population stay in rural
market where other companies are not targeting.
5. Introducing new varieties by targeting health-conscious people (e.g., cookies for diabetic
persons) will create more opportunities in future.

THREATS

1. Some customers are in the hand of retailers because the retailer enjoys good profit margin
from other competitor’s brand.
2. Short expiry date on packs is a major threat.
3. The major threat is from other companies who hold the majority share of consumers in
Indian market i.e., Cadbury, Dark fantasy, Britannia etc.

Overall, by leveraging its strength, addressing weakness, capitalizing on opportunities and

mitigating threats, Amul can make strategic strides in the Bakery markets and achieve its
retail penetration objectives.

38
 BEAT ALLIGNMENT

During last 2 weeks of my internship, I was assigned the task of conducting outlet listing for all
the beats under Sriram Agency and Sonu Somyajit Agency. This involved the systematic addition
of new shops and the removal of old shops that were either closed or no longer interested in
stocking Amul products.

Throughout these weeks, I diligently worked on updating the system by adding newly identified
shops that were potential targets for distributing Amul products. I ensured that all relevant details
such as Name of the outlet, Name of the retailer, Mobile no, Type of outlet and Address were
accurately recorded in the system. I visited each & all possible outlets present in that particular
area & updated it in AMUL TRACKS APP by putting the beat name & capturing photos of the
retailer’s shop through the app. By doing so, we aimed to expand the distribution network and to
reach a wider customer base.

Some retailers are being served thrice a week according to their requirements and they have been
allocated to the separate beats. Simultaneously, I identified and eliminated shops that had ceased
operations or expressed a lack of interest in carrying Amul products. This process involved
verifying the information and cross-referencing it with the distributor’s records to ensure data
accuracy.

By conducting the outlet listing task, I contributed to maintain an up-to-date and efficient system,
enabling the distributor to focus their efforts on active and prospective outlets that are more
likely to generate sales and contribute to business growth.

39
 BEAT ALLIGNMENT OF SRIRAM AGENCY

BEAT NAME TOTAL OUTLETS SERVICE DAY AREA COVERED

Beat 1 23 Monday ID Market
Beat 2 29 Tuesday IRC Village
Beat 3 30 Wednesday ID Market Inside
Beat 4 41 Thursday Jaydev Vihar
Beat 5 32 Friday ID Market Outside

Covered route of Covered route of Covered route of Covered route of Covered route of
ID market beat IRC village beat ID market inside beat Jaydev Vihar beat ID market outside beat

BEAT ALLIGNMENT OF SONU SOMYAJIT AGENCY

BEAT NAME TOTAL OUTLETS SERVICE DAY AREA COVERED

Beat 1 21 Monday BDA Market
Beat 2 19 Tuesday Sailashree Vihar
Beat 3 32 Thursday Maitri Vihar
Beat 4 21 Friday Nandankanan Road

Covered route of Covered route of Covered route of Covered route of

BDA Market beat Sailashree Vihar beat Maitri Vihar beat Nandankanan Road beat

40
 RECOMMENDATIONS & SUGGESTIONS

• Give the credit purchase facility to their regular retailers.

• There is a need of creating common platform for all the retailers so that their complains

should be solved.

• As quick as possible try to settle the various claims and problems of the retailers.

• Provide good schemes and offer to the retailers.

• Supply should be regular to all the outlets including those that lie in the pocket roads

and not just in the outlets which lie on the easily accessible routes.

• It has been found that there is no awareness among the retailers regarding the newly

launched products of Amul. So, it is advisable to the company to conduct various

awareness programs like distributing of pamphlets outside the retail shops and more

advertisement through media.

• Company should take care of retailers by solving their problems and should call back or

timely visit should be given to retail outlets by appointing separate company

representative.

• Amul is already blamed for poor replacement policy. It has to give certain kind of

replacement policy to make its products more acceptable to the parlours and outlets.

• Percentage of margin should increase for retailers.

41
 CONCLUSION

Amul means different things to different people.

To a Milk producer - A life enriching experience to a consumer – Assurance of having

wholesome milk to a mother – A reliable source of nourishment for her child to the
country – Rural development and self-reliance.

As we know that Amul is a very big organization and market leader in dairy products. It has
maximum market share in milk, butter, cheese and ice-cream which are its main/core products.
But in local market like Bhubaneswar, Odisha people don’t know about other products of
Amul i.e. Bakery products apart from these Dairy products. With the help of research,
company can find out its weak points in bakery & newly launched products and can increase
its market share through rectify mistakes. People have believed in Amul’s product and they
will accept it also, if effective actions were taken.

The Survey resulted into following conclusions: -

• Amul must come up with a new promotional activity such that people become aware
about Amul bakery items like Butter cookies, Chocolate cookies, Nankhatai etc and
other newly launched products.

• Quality is the dominating aspect which influences consumers to purchase Amul

products, but prompt availability of other brands and aggressive promotional activities
by other competitors influences the consumers towards them and also leads to increase
sales.

• Amul parlour has good reputation in the market and it has 100% satisfied consumer but
lack proper distribution and marketing.

It’s been great experience working with Amul & doing promotional activity for Amul’s Bakery
products. The market survey has helped a lot in understanding forward integration of Amul to
link directly with the customer. It has helped me in not only knowing the business potential of
Amul as a brand through its sales in parlours and outlets but also knowing Amul in leap and
bound like knowing its pattern of distribution, depth of Amul products, margin associated with
Amul products and business structure of Amul etc.

42
 BIBLIOGRAPHY

A) BOOKS: -

1. Kotler Philip, “Marketing Management”

2. Kothari C.R., “Marketing Research”

B) WEBSITES: -

1. www.amul.com
2. www.wikipedia.com
3. http://www.firstpost/tag/amul
4. https://casemarathon.com/darden/amul-diary/porters-analysis.php
5. https://amul.com
6. https://visit.amul.in
7. https://sweet.amul.in
8. https://www.amulicecream.in
9. https://www.amuldairy.com

43
 ANNEXURE
QUESTIONNAIRE (FOR RETAILERS)

Name of the shop -----------------------------

Retailer name ------------------------------ Mobile No. -----------------
Address --------------------

BACKGROUND

We are doing a brief survey to find out the level of retailer perception regarding Amul
products, parlours and retail stores. We would be grateful if you could spare a few minutes to
participate in it. Thank you for your cooperation.

Q.1. Do you stock Amul Bakery products?

a) Yes b) No

Q.2. If No, the reasons for not purchasing Amul Bakery products?
a) Lack of awareness about the product range b) Unfamiliarity with the product
c)Availability in limited stores d) Price

Q.3. Amul Bakery items being promoted or advertised in Bhubaneswar?

a) Yes b) No

Q.4. How do you know about Amul bakery products ?

a) Television b) Social media (Facebook, Instagram, Twitter etc)
c) Newspaper/Magazines d) Outdoor ads
e) In-store displays f) By the salesman

Q.5. What is the Source from Where do you get Amul Bakery Products?
a) Distributors b) Other Suppliers/Directly purchase

Q.6. Are you satisfied with Amul distributor?

a) Yes b) No

Q.7. Are you interested to purchase Amul Bakery products in future?

a) Yes b) No c) Not sure

Q.8. Give your rating to following attributes of Amul Bakery Products?

a) Quality b) Brand image c) Availability d) Packaging
e) Margin

44
45
46
47
48
49
50
1