Amul Project - CSR - Word

PAGE 1
BUSINESS ETHICS AND

CORPORATE SOCIAL
RESPONSIBILTY
INNOVATIVE PROJECT
TOPIC - CORPORATE SOCIAL RESPONSIBILTY

OF AMUL
SUBMITTED TO : DR. VK JAIN
SUBMITTED BY :
VEDANT SINGH(2K20/BBA/173)
CHINMAY SAINI (2K20/BBA/35)
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INDEX
ACKNOWLEDGEMENT
CERTIFICATE
WHAT IS CORPORATE SOCIAL RESPONSIBILTY?
IMPORTANCE OF CSR?
ABOUT AMUL
THE AMUL BRAND
CSR ACTIVITIES HELD BY AMUL
CSR- SENSITIVE BUSINESS PHILOSOPHY
CSR- ORIENTATION TO DISTRIBUTORS AND
RETAILERS
CSR- TREE PLANTATION
CSR- BLOOD DONATION
CSR- AMUL SCHOLAR
CSR- RURAL SANITATION CAMPAIGN
REFERENCES
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ACKNOWLEDGEMENT
I would like to express my special thanks

and gratitude to my Professor Dr. V K Jain
who gave us the golden opportunity to do
this wonderful project on the topic
“Corporate Social Responsibility of Amul”
which also helped me in doing a lot of
research and we came to know about so
many new things we are really thankful to
him.
Secondly, I would also like to thank my
parents and friends who helped me a lot in
finalizing this project within the limited
time frame.
VEDANT SINGH (2K20/BBA/173)

CHINMAY SAINI (2K20/BBA/35)
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CERTIFICATE
This is to certify that VEDANT SINGH
(2K20/BBA/173) and CHINMAY SAINI
(2K20/BBA/35), students of University Scholl of
Management and Entrepreneurship (USME),
Delhi Technological University (DTU), have
successfully completed the project work.
The project work is titled " Corporate Social

Responsibilities of AMUL"
DR. V K JAIN
PROJECT GUIDE
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WHAT IS CORPORATE
SOCIAL RESPONSIBILITY?
The voluntary compliance of social and ecological
responsibility of companies is called Corporate
Social Responsibility (CSR).
Activity Est. Budget
Corporate Social Responsibility is basically a

concept whereby companies decide voluntarily to
contribute to a better society and cleaner
environment.
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The concept of Corporate Social Responsibility

was first mentioned in 1953 in the "Social
Responsibilities of the businessman" by William J B
Owen. However, the term CSR became only
popular in the 1990's, when the German
Betapharm, a Generic Pharmaceutical company
decided to implement CSR.
Over the last years, increasing number of

companies worldwide started promoting their CSR
strategies because the customers, the public and
the investors expect them to act sustainable as
well as responsible.
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IMPORTANCE OF CSR?
Corporate social responsibility (CSR) plays a major
role in developing the economy of a country. It
can be defined as the way in which a company
manages various business entities to produce an
impact on the society. Companies with high CSR
standards are able to demonstrate their
responsibilities to the stock holders, employees,
customers, and the general public.
Business organizations that have high corporate

social responsibility standards can attract staff
thereby reducing employee turnover and cost of
recruitment.
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What is the importance of corporate social

responsibility? The answer lies in two things:
1)Organizations understanding their role in
developing a society and
2) Awareness among business houses, corporate
bodies, and the people. Versatile, profitable, and
dynamic businesses are the driving forces that
build the economy of the country. We must
remember that the growth of a country purely
depends on the growth of the society and the
people in the society.

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ABOUT AMUL
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 valuable. The co-operative is also
sometimes referred to by the unofficial
backronym: Anand Milk Union Limited. 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 3.03 million milk producers in Gujarat.
Dr Verghese Kurien, founder-chairman of the
GCMMF for more than 30 years (1973-2006), is
credited with the success of Amul.

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THE AMUL BRAND

GCMMF (AMUL) has the largest distribution
network for any FMCG company. It has nearly 50
sales offices spread all over the country, more
than 5 000 wholesale dealers and more than 700
000 retailers.
AMUL is also the largest exporter of dairy
products in the country. AMUL is available today
in over 40 countries of the world.
In September 2007, Amul emerged as the leading
Indian brand according to a survey by Synovate to
find out Asia's top 1000 Brands.
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CSR ACTIVITIES HELD BY

AMUL
CSR-sensitive Organisational Structure
AMUL is a three tier co-operative organisation.
The first tier is the co-operative society at the
village of which milk producers are voluntary
members, managing the cooperative through a
democratically elected 9-member managing
committee, and doing business by purchasing
milk from members and selling it to the district
level cooperative. There are more than 11,000 co-
operatives in villages of Gujarat.
The second tier is the district co-operative that
processes milk into milk products, markets locally
and sells surplus to the state co-operative for
national and international marketing.
The entire three-tier structure with the GCMMF at
its apex, is a unique institution because it
encompasses the entire chain from production of
raw material to reaching the consumer with the
end product.
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CSR- SENSITIVE BUSINESS

PHILOSOPHY
The first step towards discharging the CSR is the
business philosophy of the GCMMF. It is two-fold:
one, to serve the interests of milk producers and

second, to provide quality products to consumers
as value for money.
The milk producers are paid for their milking

accordance with market forces and realisation of
value for their produce. Invariably the price paid
to the member-producers in Gujarat is higher by
15 per cent than the national average.
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CSR- ORIENTATION TO
DISTRIBUTORS & RETAILERS

The GCMMF has identified the distributors and

retailers are its important link in its vendor supply
chain. Through surveys the GCMMF found that

90% of the distributors do not get any opportunity

of exposure to latest management practices.
The GCMMF realised that it was a corporate social

responsibility to strengthen the core business
processes of its distributors so as to keep them in
mainstream business and compete with those
with formal training in management.
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The GCMMF has developed and trained all its

distributors through Value-Mission-Strategy
Workshops, competence building, Amul Yatra,
Amul Quality Circle meetings, computerisation,
and electronic commerce activities.
Competency Building Module of the GCMMF is
meant to infuse professional selling skills by
making the distributors and their salesmen aware
of latest sales management tools and techniques;
enhance their knowledge of products; positioning
and segmentation strategies for various products.
Under Amul Yatra the distributors and their
salesmen are taken on a visit to Anand. During
this visit they are shown dairy plants, their
upkeep, international standards of hygiene and
quality; the practices adopted for clean milk
production.
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TREE PLANTATION
Milk Producer members of Gujarat Dairy
Cooperatives- better known as AMUL have been
celebrating the nation's Independence Day in a
novel manner by planting lakhs of saplings across

Gujarat and have taken up an ambitious plan to
save the environment by planting trees, making
India green and thereby reducing the effects of
global warming.
The unique fact about the programme was that

the milk producer members took up the oath to
protect tree saplings till it survives and grows into
tree.
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Over the years, due to intensive agriculture and

dairying various natural resources are getting
consumed at faster pace in Gujarat state of India.
The idea was "one member one tree" plantation
on our 60th Independence day - 15th August
2007.To put this idea in to the practice a design
team constituting of representatives of member
unions were formed.
The idea was communicated to farmer members
and they all welcomed it and enthusiastically
agreed to implement the idea.
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BLOOD DONATION
AMUL in association with The Indian Red Cross
Society aim to inspire, encourage and initiate
humanitarian services to minimize, alleviate and
prevent human suffering at all times to contribute
for "Humanity To Peace".
Towards this objective Amul initiated this blood
donation campaign since 1987. Blood donation
camps are organized regularly in rural areas
through village Dairy Co - operative societies.
Similarly, Camps are organized in Amul dairy
campus wherein employees and their family
members join in donating blood. In addition, Amul
organizes donation of blood on emergency.
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AMUL SCHOLAR
To encourage outstanding children of the farmers
in pursuing higher studies. Amul introduced
scholarship scheme in 1992. The children are
given scholarships for pursuing Diploma,
Graduation, Post- Graduation and Doctorate.
Every year outstanding children are identified
from the villages and scholarships are provided to
fulfill their dreams of achieving academic
excellence. This effort has greatly motivated
children to excel in their studies and spread
education in rural areas.
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RURAL SANITATION
CAMPAIGN
AMUL dairy has launched a novel scheme for total
rural sanitation and set a target for itself whereby
not a single milk producer will attend to nature's
call in the open. The Dairy with the support of
District Rural Development Agency (DRDA) will
provide interest free loans to it's milk producers in
Anand and Kheda Districts to setup 'pucca' Toilet
blocks, which will not only help women milk
producers avoid embarrassment but will also
ensure hygiene.
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REFERENCES
WWW.AMULDIARY.COM
MINDSCULPT.ME
AUTOMATICDOOR.INFO
WWW.FINANCIALEXPRESS.COM
PAGE 20

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PAGE 1

BUSINESS ETHICS AND

TOPIC - CORPORATE SOCIAL RESPONSIBILTY

SUBMITTED TO : DR. VK JAIN

I would like to express my special thanks

VEDANT SINGH (2K20/BBA/173)

The project work is titled " Corporate Social

Corporate Social Responsibility is basically a

The concept of Corporate Social Responsibility

Over the last years, increasing number of

Business organizations that have high corporate

What is the importance of corporate social

THE AMUL BRAND

CSR ACTIVITIES HELD BY

CSR- SENSITIVE BUSINESS

one, to serve the interests of milk producers and

The milk producers are paid for their milking

The GCMMF has identified the distributors and

90% of the distributors do not get any opportunity

The GCMMF realised that it was a corporate social

The GCMMF has developed and trained all its

novel manner by planting lakhs of saplings across

The unique fact about the programme was that

Over the years, due to intensive agriculture and

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