A STUDY ON

SUPPLY CHAIN MANAGEMENT

OF

AMUL INDIA Ltd.

Assignment of

SUPPLY CHAIN MANAGEMENT

       Submitted to: -                                            Submitted by:-

                                       

                                                                ravikant

TABLE OF CONTENT

S.No.                Topic                                                        P.No.

   

    1.                Company background                                            3

    2.                Conceptual framework-SCM at Amul                    5

    3.                Problems & issues in context to SCM faced by Co.            8

    4.                Analysis and findings                                           10

    5.                Recommendations                                           12

    6                Conclusion                                                   14

    7.                Bibliography                                                    15


 Company background:                                                    

Amul means priceless in Sanskrit. The company has been comes into the picture in year 1946. A range of products such as butter, milk powder, cheese, chocolates etc. have made Amul a leading food brand in India. Amul or Gujarat Co-operative Milk Marketing Federation (GCMMF) is probably one of the best cases where the raw material as well as finished product is perishable. As many as 2.2 million farmers’ supply the raw material i.e. milk. The advantages are probably that the raw material supply is assured, come what may but on the flip side whatever happens to the finished goods market, raw material has to be procured and used up in the stipulated period.

        Inspired by Sardar Vallabhbhai Patel and executed by Morarji Desai a handful of farmers formed the Kaira District milk co-operative (KDMC) in 1946. About 250 l of milk collected daily from the farmers of two village co-operative societies was pasteurized and sent tot the Bombay milk scheme.

In 1973, a need was felt to professionally market the products being packed at several dairy plants in the state and GCMMF was born. The growth process continued and the Anand pattern become a benchmark.

        In 1994, when all over India, quality and TQM philosophy was being implemented, GCMMF was being one of the frontrunners.

        Kaizen Programme was implemented in May 1995 to improve employee participation and increase a feeling of belonging. This was followed by ‘Hoshin kanry’, which means a methodology for strategic direction setting. It provides a step by step planning, implementation and review process for managed changed.

AMUL fact file:-

Type:                                  Cooperative

Founded:                          1946

Headquarters:                         Anand (Gujarat), India

Key people:                          Chairman, Gujarat cooperative milk marketing

 federation Ltd. (GCMMF)

Industry:                         Dairy

Milk Production:                 100 million ton (2008-09)

Revenue:                         Template: Revenues $1billion USD (In 2008-09)

Employees:                         2.41 million milk producers

Slogan:                         Taste of India

Website:                         www.amul.com

AMUL logo and its importance:-

Symbol of Amul (anand milk union ltd.) is ring of four hands, which are coordinated each other. The actual meaning of this symbol is coordination of hands of different people by whom this union is at top. The first hand is of farmer, second hand of processor, third hand of marketer, and the fourth hand of customer. It’s the joint effort & productive team work that has enabled its success.

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Conceptual framework

SCM at AMUL (GCMMF):-

The supply chain of Amul can be described in the following steps:-

  • Some 2.2 million farmers from 12 districts of Kaira (kheda), Sabar Kantha, Baroda, Panchmahal, Rajkot, Bharuch, Mehsana, Banas Kantha, Surat, Ahmedabad, Valsad and Gandhi nagar reach the milk collection centers every day in the morning and afternoon to sell the milk their buffaloes have given in  the morning and in the noon
  • The total milk procurement in the last year 2002 was an average 47.32 l per day where the peak the peak ...

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