UNDERSTANDING THE SUCCESS INGREDIENTS OF AMUL

ABSTRATCT
Dairy is a worldwide agricultural production.It is an important part of the global or any domestic
foodsystem. It plays an important role in thesustainability of rural areas in particular. It is a widely
accepted fact that the dairy sector directly contributes tothe economies of a number of communities,
regionsand countries.
Agricultural cooperatives have been a unique way of addressing the concerns of the producers and
consumersregarding pricing, storage, marketing, and other such activities of bringing the commodity to
the market.Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), is popularly known by its
well know brand Amul that produces and sells a wide range of milk and dairy products both in domestic
and international markets.
The purpose of this research paper is to know and understand various aspects that had shaped AMUL’s
success from its beginning. In this paper, we examine the effectiveness of Amul in achieving success by
adopting several measures that pays attention to various aspects of manufacturing industry.