MISSION STATEMENT
GCMMF endeavour to satisfy the taste and nutrition requirements of the customers, of the world through excellence in marketing by their committed team. Through co-operative networking, they are committed to offer quality products that provide best value for money.
VISION STATEMENT
“Amul’s vision is to provide more and more satisfaction to the farmers, their customers, employees and distributors.

A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January 2001. The epicenter of the quake was located in Kutch district. It caused death of thousands of people, tens of thousands were injured, hundreds of thousands were rendered homeless and damage of billions of Rupees was done.
GCMMF formed a specific organization named "Amul Relief Trust" (ART) under the Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area.
The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1 millions in Kutch area. Four of these schools started re-functioning from the last two academic sessions and the other two schools from the current session.
A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia Village in Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Devpar Village in Mandvi Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Toda Village in Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Moti Bhadai Village in Mandvi Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village in Mandvi Taluka of Gujarat

Amul
Amul is a union of milk co-operatives in the Indian state of Gujarat. Amul means
‘priceless’ in Sanskrit and was formed as a marketing organisation for dairy farmers in
1946. Since then it has continued to grow in both size and reputation into India’s largest food products marketing organisation. Amul enables dairy farmers to dispose of their milk which might otherwise be difficult, especially in times when milk is plentiful. It produces butter and spreads, cheeses, sweets, milk, ghee, milk powder, condensed milk, ice cream, chocolate, lassees and other milk based drinks. Amul have recently opened ‘utterly delicious’ parlours serving drinks and ice creams, a further outlet for their product.
Twice a day every day Amul’s massive distribution network collects milk from almost
12 million farmers, transports it to 200 dairy plants where it is tested, graded, ocessed, packaged and sent to the market in almost 800 big and small towns. Geographical information systems help to minimise the delays to this process. In addition, a considerable export business to the USA, Gulf Countries and Singapore has been developed and inroads into European markets are increasing as EU subsidies to farmers are reduced. Amul has established what it calls ‘Distribution Highways’ for four types of produce including fresh, chilled, frozen and ambient products.
Advertising and marketing have been key elements in the phenomenal success of
Amul. The turning point came in 1966 when its advertising campaign launched the
‘Amul Moppet’, a small chubby faced girl on advertising hoardings. Indeed, Amul advertising has been unafraid to make an impact by commenting on current events, scandals and conflicts such as religious movements, heroin addiction and corruption.
For instance, when the US company Enron collapsed amid allegations of corruption, one of their ads carried the line “Enr On or Off?” The creative marketing of solid and recognisable brands has enabled Amul to build a distinct identity and carve out a significant space in the market. The co-operative is in direct contact with the customer whose comments are fed back directly to the farmer. In short, Amul has become an example of how to excel in procurement, processing, marketing and brand building.
Amul helps members with planning, production and marketing skills and provides training in essential issues such as cleanliness, breeding, committee and leadership skills. In 2004, for instance 3,189 women took part in self-managing leadership training. Amul has formed a democratic structure which has organised individual farmers into village co-operative societies and larger member unions.

Amul continued
However, it has not always been so straightforward. Amul was set up to deal with the many problems which are faced by the millions of small dairy farmers in India.
When it formed many farmers were isolated and had difficulty in getting milk to a market before it went off whilst others found it hard to dispose of all their milk. Some were being squeezed by middlemen and found themselves at the mercy of loan sharks or working as casual labourers with no security. Indeed, the ‘Amul Pattern’ has been promoted as a model for rural development which emphasises secure livelihoods, regular employment, empowerment of women, education of children as well as diversification and income generation for farmers. Amul considers this a more sustainable basis for the development of India’s economy, and especially the eradication of poverty, that the current growth in call centres and other forms of outsourcing that have mushroomed in India in recent years.
In recognition of its success the government even set up an agency to help others replicate the Amul model. However, this has led to fears of the government taking over elements of co-operative business. This has been fiercely resisted by co-operatives which are committed to independence and autonomy