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SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

On

A COMPARATIVE STUDY ON OF AMUL INDIA AND


MOTHER DAIRY IN LUCKNOW

Towards partial fulfillment of


Bachelor of Business Administration (BBA)
(BBD University, Lucknow)

Submitted to: Submitted by:


Ms. Pankhuri Srivastava HIMADDRI TIWARI
Roll No. 1140671079

Session 2016-2017
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:

A COMPARATIVE STUDY ON OF AMUL INDIA AND MOTHER DAIRY


IN LUCKNOW

2. INTRODUCTION & REVIEW OF LITERATURE:

Indian dairy is emerging as sunrise industry. India represent one of the world's largest and fast

growing markets for milk and other products due to increasing disposable incomes among 275

million middle class. The country is been changed after the end of 2000 A.D. as the world's

number one in milk production.

The reason being that, it is rural based, land saving and gender natural composed to the drop

production to offers more favorable opportunities of employment. Dairy farming provides

substantial source of the landless labor as well as marginal farmer.

During the last 25 years, we have moved from a

situation of scarcity and rationing of milk to a scenario in which milk has been increasing at a

rate faster than the rate of increasing of population. There is large and rising domestic demand

both for milk and milk products with an expanding middle income group, there exist a market for

value added products, especially in the cities and towns. There is also the possibility and

covering surplus into conventional milk products like casein is not only import to developed

countries.

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. (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 (19732006),

is credited with the success of Amul.

Mother Dairy was set up in 1974 under the Operation Flood Program. A wholly owned company

of the National Dairy Development Board (NDDB), Mother Dairy manufactures, markets & sells

milk and milk products under the Mother Dairy brand (Milk, Cultured Products, Ice Creams,

Paneer and Ghee), Dhara range of edible oils, Safal range of fresh Fruit & vegetables, Frozen

Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps & Concentrates in bulk aseptic

packaging and fruit juices at a national level through its sales and distribution networks for

marketing food items.


LIETARURE REVIEW

According to Mr Khanna, an AMUL director with special assignments as his business card

says the milk supply to his co-operative is increasing all the time. In the 2003/04 financial year,

the milk collection was up to 5.1 million litres per day, a rise of some 15.2%. By contrast, the co-

operatives turnover rose by just 1.4% in the financial year 2004/05, bringing it to INR 29.22

billion or EUR 584 million. This growth is lower than expected and due, believes Khanna, to the

reduced milk supply in the latter months of 2004 and the poor increase in the price of basic

products in the early months of 2005.

From what Khanna is saying, it is evident that AMUL is a co-operative operation without equal.

The 2.4 million members/ dairy farmers in the state of Gujarat are grouped into 11,615 village

co-operatives equipped with both testing equipment and a milk cooling tank. Some of the

unpasteurised milk is sold to the villagers. The rest is transported by milk tankers twice a day to

the 12 district Milk Unions in the state. These Milk Unions process the milk by using the

services of 24 processing companies. The output of dairy products reflects the order submitted

by the states marketing body, the Gujarat Co-operative Milk Marketing Federation. These

products are then sold throughout India under the AMUL and Sagar brand names.
3. SCOPE OF THE STUDY

To Understand the terminologies used in market by retailers.

Develop the usefulness in enhancing the usability of the product.

To know different selling skills at various situation of market.

To learn different strategies which are used by retailers in market to convince the customers.
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