A PROJECT REPORT ON CORPORATE SOCIAL RESPONSIBILITY ON AMULSUBMITTED TO PROF. SHRUTI NAIK YEAR 2012-2013 PREPARDED AND SUBMITTED BY SAMEER SHAIKH SY BMS ROLL NO: PROJECT GUIDE Prof. Shruti Naik VIDYA VIKAS UNIVERSAL COLLEGE OF ART, COMMERCE, SCIENCE, BMM & BMS MALAD (WEST) MUMBAI 400064 CERTIFICATE We hereby certify that Mr. Sameer Shaikh of VidyaVikas Universal College studying in Second Year BMS (Semester IV) has completed project on CORPORATE SOCIAL RESPONSIBILITY OF AMUL in the academic year 2012-2013. The information submitted in the project is true and original to the best of our knowledge. _______________ PROJECT GUIDE ____________ CO-ORDINATOR _____________ PRINCIPAL Shruti Naik. would like to express my gratitude towards my Prof. . Last but not the least I would like to thank my family and friends for their continuous support and help. for giving me an opportunity prepare a project on Corporate Social Responsibility of Amul. I. I owe a lot to everyone who co-operated in making my thesis on CORPORATE SOCIAL RESPONSIBILITY OF AMUL. Shruti Naik. I take immense pleasure in thanking my thesis guide Prof.ACKNOWLEGEMENT I would like to take this opportunity to thank all those who have stood by my side. encouraged me and helped me throughout my study. S. Roll no.M. The information submitted is true and original to the best of my knowledge. SHAIKH SAMEER USMAN the student of second year B. Signature of Student: _______________ Name of the Student: Sameer Shaikh.DECLARATION I. 14 . (Semester IV) (2012-2013) hereby declare that I have completed the project on Corporate Social Responsibility of Amul. This was the prelude for the company to adopt CSR as an expression of the company‘s values and as a part of its corporate strategies. sustainable management of natural resources and consumer protection. Over the last years an increasing number of companies worldwide started promoting their Corporate Social Responsibility strategies because the customers. By using strategic and social commitment for families with chronically ill children children. . In July 2001. The paper further aimed to promote CSR practices. Betapharm took a strategic advantage. Corporate social responsibility is basically a concept whereby companies decide voluntarily to contribute to a better society and a cleaner environment. However. The Term Corporate Social Responsibility is imprecise and its application differs. CSR can not only refer to the compliance of human right standards. Corporate social responsibility is represented by the contributions undertaken by companies to society through its business activities and its social investment. but also to the fight against climate change. This is also to connect the Concept of sustainable development to the company‘s level. In 1997 a halt in sales growth led the company to the realization that in the generic drugs market companies could not differentiate on price or quality. This paper aimed to launch a debate on how the European Union could promote Corporate Social Responsibility at both the European and international level. In most cases CSR is a result of a variety of social. the European Commission decided to launch a consultative paper on Corporate Social Responsibility with the title „Promoting a European Framework for Corporate Social Responsibility―. to ensure the credibility of CSR claims as well as to provide coherence in public policy on CSR. the term CSR became only popular in the 1990s. B owen.WHAT IS CSR ? The voluntary compliance of social and ecological responsibility of companies is called Corporate Social Responsibility (CSR). The generic market is characterized by an interchangeability of products. The concept of Corporate Social Responsibility was first mentioned 1953 in the publication ‗Social Responsibilities of the Businessman‘ by William J. labor and social security arrangements. the public and the investors expect them to act sustainable as well as responsible. a generic pharmaceutical company decided to implement CSR. when the German Betapharm. environmental and economic pressures. and the general public.IMPORTANCE OF CSR? Corporate social responsibility (CSR) plays a major role in developing the economy of a country. Many organizations conduct campaigns to create awareness among corporate. customers. corruption. employees. and dynamic businesses are the driving forces that build the economy of the country. Companies with high CSR standards are able to demonstrate their responsibilities to the stock holders. Many business houses around the world show their commitment to corporate social responsibility. But at the same time. Many national and multinational firms are booming in various developing countries. We must remember that the growth of a country purely depends on the growth of the society and the people in the society. profitable. it is important for all companies to strive together and adapt corporate social responsibility standards to make the society better than before. and the people. Therefore. civic bodies. . The responsibilities of an organization may range from providing small donations to executing bigger projects for the welfare of the society. Business organizations that have high corporate social responsibility standards can attract staff thereby reducing employee turnover and cost of recruitment. population growth. Corporate social responsibility is a process in which all companies come together as one and take part in the welfare of the society. corporate bodies. 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. Versatile. these countries suffer social challenges such as poverty. It can be defined as the way in which a company manages various business entities to produce an impact on the society. What is the importance of corporate social responsibility? Anyone can give a clear answer to this question. Companies voluntarily contribute a large sum of money to make a better society and a clean environment. An organization can exhibit a better image in the society if it cares for its employees and involve them in social activities. etc. and government bodies about the importance of corporate social responsibility. CSR has come to rely on a more complex set of factors than corporate governance alone. Likewise. Organizations are increasingly more involved in green initiatives by adopting sustainable processes and practices. it has become easier for organizations to create and measure direct ROI from CSR. CSR efforts have shown to yield measurable returns in waste reduction. diminished liabilities. Integral strategies in ensuring substantive long-term results include: Define path of progress in CSR and strategically manage expected organizational outcomes Ensure basic CSR values are culturally integrated across the organization Adopt an effective engagement strategy with stakeholders to create buyer awareness and loyalty Properly map organizational objectives and critical success indicators with CSR performance metrics . and brand recognition. The net positive on reducing waste. and likewise also depends on sustainable development.BENEFITS OF CSR Organizations of all sizes are rapidly discovering that Corporate Social Responsibility (CSR) and sustainable business practices can foster improved green programs and overall environmental stewardship. designing green buildings. environmental impact and supply chain management. adapting products and services to the low-carbon economy and innovating in all areas their business. we are seeing increased awareness and active participation by business professionals in the development of CSR policies. and renewable energy credits (REC‘s). The development of the new carbon trading markets. implementing green operations and maintenance plans — all have continually proven to yield a positive return on investment (ROI). Today. improved efficiency. verified emission reductions (VERs). improved community relations. also known as carbon offsets. Through communicating clear and measurable sustainability objectives and the implementation of practical and equally functional corporate governance mechanisms. organizations are realizing that they can have a achieve ROI through their sustainability efforts. and decreasing the . implementation of building maintenance methodologies that are often cost neutral. etc. In many cases. Front-line employees are often in the best position to identify inefficiencies and propose improvements. and maintenance solutions. to invest in implementing practical and measurable green building design. operations. energy usage or harmful materials. effective CSR and sustainability practices within large companies have been shown to contribute to a profit increase up to 35 percent. A partial summary of such strategies has been outlined below and reflect best practices in the implementation of successful CSR programs designed to drive improved operational performance and net positive ROI. Business Benefit: Supply Chain Management Educating employees on sustainability practices throughout the supply chain can lead to greater efficiencies and help build collaboration to meet sustainability. What’s Your ROI? There are proven methodologies that demonstrate ROI benefits to CSR. construction. materials or processes that reduce water. Business Benefit: Financial Responsibility We are seeing an unprecedented level of government programs and initiatives designed to drive corporate decision-making within markets that include manufacturing. It can also strengthen relationships between a company and its suppliers by aligning values and objectives. quality and other goals. Business Benefit: Improving Operational Efficiency Perhaps the strongest — and best documented — argument for engaging employees in environmental practices is the connection between CSR involvement and increased operational efficiency. Educating employees on CSR can improve profitability by supporting greater efficiency through less waste.Innovative organizations that understand the value of CSR work to create a corporate culture in which each employee is committed to doing his or her part to improve the environment. According to Forrester Research . Business Benefit: Innovation Employee E&S education is also a source of innovation and savings resulting from the development of new product and service lines as well as new technologies. construction. the good news is that implementation of sustainable operations can drive increased efficiency through reductions in energy consumption. water and energy usage.. It is widely accepted that green building occupants are healthier and much more productive in their work. green buildings often have better indoor air quality and lighting. etc. realizing increased sales and fostering trust with employees and community. With an average of 90 percent of Americans spending more of their time indoors. almost any environmental CSR initiative can yield positive results. Typically in business. employees. forward-thinking companies have learned that they must be fully committed to strategic initiatives that are directly tied to their business‘ core competencies (or those of clients. There seems to be a direct correlation between the implementation of effective green programs and design of green buildings to improved office worker productivity and employee morale. what gets measured gets managed.). and emphasizes the combination of energy performance and renewable energy. and as long as the right metrics system is created and data is tracked accurately. can be achieved as a win-win in almost all situations. . often as a factor of CSR. Innovative.cost of workspaces through use of recycled furniture while changing too low–use lighting (which provides eco-friendly work environments). which has shown can lower costs by up to 50percent in the first year alone. among other key advantages Measuring the impact of CSR in achieving social and environmental goals can be difficult. The advantages of doing so through an effective CSR program. It is by far the largest category within the rating system. With committed leadership and a strategic approach most companies can find a substantial ROI benefit in CSR. to name a few. such as building brand recognition. but is becoming more common if not expected within corporations. Government subsidies and incentives often further complement and reward efforts to develop and implement successful sustainable operations and maintenance programs. Nearly all of the points needed for LEED Certification (40 points) can be achieved through the energy and atmosphere category (35 points). while driving efficiencies and reduced consumption. (GCMMF). is credited with the success of Amul. Dr Verghese Kurien. (GCMMF) US$2. .15 billion (2010–11) 735 employees of Marketing Arm.03 million milk producer members www.amul.ABOUT AMUL Amul (Anand Milk Union Limited) Type Cooperative Industry Dairy 1946 India Founded Headquarters Anand. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited. based at Anand in the state of Gujarat. However. Gujarat Co-operative Milk Marketing Federation Ltd.03 million milk producers in Gujarat. real pool consist of 3. Formed in 1946. Amul spurred India's White Revolution.com Revenue Employees Website Introduction Amul is an Indian dairy cooperative. the Gujarat Co-operative Milk Marketing Federation Ltd. founder-chairman of the GCMMF for more than 30 years (19732006). In the process Amul became the largest food brand in India and has also ventured into markets overseas. India. which today is jointly owned by 3. which made the country the world's largest producer of milk and milk products. meaning invaluable. The word Amul ( ) is derived from the Sanskrit word Amulya( ). it is a brand managed by a cooperative body. Key people Chairman. Gujarat. AMUL is also the largest exporter of dairy products in the country. 5000 wholesale distributors.Achievements of the "Amul Movement" 1. Largest milk handling capacity in Asia Largest cold chain network 48 Sales offices. more than 5 000 wholesale dealers and more than 700 000 retailers.73 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of ₹53 billion (US$964. The Amul brand GCMMF (AMUL) has the largest distribution network for any FMCG company. Its bid to enter the Japanese market in 1994 did not succeed. religion & language at the villages. the Gulf Region. Clarified Butter (Ghee) and Indigenous Sweets. but it plans to venture again. It has nearly 50 sales offices spread all over the country. Singapore. Cottage Cheese (Paneer). . 2. Amul became the world's largest vegetarian cheese and the largest pouched-milk brand. AMUL is available today in over 40 countries of the world. and others such as Mauritius.760 village societies 15 District Unions 9. creed. and countries in Africa. Hong Kong and a few South African countries. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder. In September 2007. The dairy cooperatives have been able to maintain democratic structure at least at the grass-root level with the management committee of the village level unit elected from among the members in majority of the villages. 7 lakh retail outlets Export to 37 countries worth ₹150 crore (US$27. race. by offering open and voluntary membership. The Philippines. Achievements of GCMMF 3. of India has honoured Amul with the ―Best of all categories Rajiv Gandhi National Quality Award‖. The major markets are USA. Japan and China. Australia. Thailand.1 million milk producer member families 15. and SAARC neighbours.3 million) Winner of APEDA award for eleven consecutive years.4 million liters of milk procured per day ₹150 million (US$2. The dairy cooperatives have also been instrumental in bridging the social divide of caste. West Indies. Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands.6 million) The Govt. UHT Milk. Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007 . while many brands in India sell frozen desserts made from vegetable fat. flavoured milk. Amul PRO is a recently launched brown beverage just like bournvita and horlicks offering whey protein. chocolate. Other Amul brands are Amul Kool. a low calorie thirst quenching drink. Buttermilk. ghee. shrikhand. paneer. cheese. Amul launched India's first sports drink Stamina.In 2011. a chocolate milk brand extending its product offering in the milk products segment. ready to drink coffee and India's first sports drink Stamina. Yoghurt. "India's top 20 brands: Amul is No. butter. Amul Pro brand and others. cream. rediff. published by Trust Research Advisory. DHA and essential nutrients to kids along with its chocolatty taste. which competes with Coca Cola's Powerade and PepsiCo's Gatorade. gulab jamuns. Kool Cafe. In January 2006. Masti Dahi. Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report. Amul's Icecreams are made from milk fat and thus are icecreams in real sense of the word. 1" Products Amul's product range includes milk powders. basundi. ice cream. In August 2007. Masti Butter Milk. Amul introduced Kool Koko. Amul cares for its consumers and tries to offer them the best products at best price. milk.com. Amul also offers mithaimate which successfully competes with milkmaid by nestle by offering more fat % at lower price. But AMUL has shown the way. It believes that technology and capital are replicable inputs but not the human capital.Corporate Social Responsibility held by Amul Corporate social responsibility (CSR) has been defined as the ―commitment of business to contribute to sustainable economic development working with employees. Every function involves human intervention: 23. Indeed. and society at large to improve their quality of life. There are more than 11. the supplier. The first tier is the co-operative society at the village.of which. The GCMMF is sensitive towards CSR. the civil society. 10. There are 12 district co-operatives each being managed by a 15-member board elected by the college comprising the nominated representatives or chairmen of the village co-operatives.60 lakh primary milk producers. the consumer. The second tier is the district co-operative that processes milk into milk products.000 rural workmen in more than 11. 35. 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. in ways that are both good for business and good for development. reliable. courteous. responsive communicators and performers. the worker. milk producers are voluntary members. and doing business by purchasing milk from members and selling it to the district level cooperative. 750 marketing professionals.‖ To meet with the CSR it is expected that a business in its entire procurementproduction-processing-marketing chain should focus on human development involving the producer. Most businesses would certainly flounder in not being able to achieve at least one or many of those expectations. managing the cooperative through a democratically elected 9-member managing committee.000 co-operatives in villages of Gujarat. and the environment. 12. CSR-sensitive Organisational Structure AMUL is a three tier co-operative organisation. the GCMMF lays emp-hasis on their development into competent.the Gujarat Co-operative Milk Marketing Federation (GCMMF) responsible for national and international marketing of milk and milk products produced and sold to it. the local community.400 village societies. The GCMMF is managed by the board democratically elected by and from amongst the chairmen of the district co-operatives. their families. Third tier is the state level co-operative . Accumulation of human capital is sine qua non for the development and growth of any enterprise or economy. credible.000 workers in 15 dairy pla-nts. a very tough task. Since men are the basis for achieving the CSR. is a unique institution because it encompasses the entire chain from production of raw material to reaching the consumer with the end product.500 salesmen in distribution network and 600. .000 sal-esmen in retail network. positioning and segmentation strategies for various products. Invariably the price paid to the member-producers in Gujarat is higher by 15 per cent than the national average.the milk producers . CSR-orientation To Distributors & Retailers The GCMMF has identified the distributors and retailers are its important link in its vendor supply chain. Through one to one talk with the farmers. 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. The milk producers are paid for their milk in accordance with market forces and realisation of value for their produce. to provide quality products to consumers as value for money. They feel proud that they are participants in development of rural society and thus in nation building. Discharge of this responsibility is reflected in the manner in which the GCMMF conducts its business and shares its earnings. Under Amul Yatra the distributors and their salesmen are taken on a visit to Anand. The GCMMF has developed and trained all its distributors through Value-Mission-Strategy Workshops. During this visit they are shown dairy plants.CSR-sensitive Business Philosophy The first step towards discharging the CSR is the business philosophy of the GCMMF. The visit leaves an everlasting impression on their minds that by selling AMUL products. True! Every business organisation follows the same principle. they are discharging a social responsibility towards a large number of poor farmers whose livelihood depends upon their skill and integrity. It is two-fold: one. So as to maximise the earnings of the milk producers the GCMMF changes the product profile during the fiscal and directs its sales and marketing activities towards those products that would bring in maximum returns. Through surveys the GCMMF found that 90% of the distributors do not get any opportunity of exposure to latest management practices. international standards of hygiene and quality. Evolution of an organisational system has ensured that the corporate social responsibility towards the primary milk producers. and above all the cooperative philosophy. competence building. Amul Quality Circle meetings. the distributors and salesmen realise AMUL is a large business of small farmers. their upkeep. village and the ecological balance is fulfilled. But the GCMMF follows it with .is the first mission of the GCMMF. the practices adopted for clean milk production. The milk from the village co-operatives is purchased at an interim price. 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. to serve the interests of milk producers and second. Amul Yatra. Earnings Of GCMMF Nurturing its primary members . and electronic commerce activities. computerisation. enhance their knowledge of products. GCMMF formed a specific organization named "Amul Relief Trust" (ART) under the Chairmanship of Dr.9) hit Gujarat on 26th January 2001. It has developed in-house modules for training and competence building to improve and up grade of their knowledge. The net profit (PADT) of the GCMMF during 2003-04 was Rs 7. They are recognised for their contribution (Climate Survey) CSR-AMUL WAY Amul Relief Trust A devastating earthquake (Richter scale – 7. Rs 4 crore was given as share dividend to the co-operatives. and considerate to the customer. the amount between the interim price and the final price. V. Further out of the net profit of Rs 7. It caused death of thousands of people. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area. tens of thousands were injured. as the GCMMF finds that from its earnings it is possible to pay more to the producers for milk.947 crore. communication skills to understand the customer. the final price is declared higher than the interim price being paid.25%. .1 millions in Kutch area. 41. friendly. During the fiscal. Thus profit of the GCMMF is very low. be responsive to customer requirements. The structure of salary and perquisites is altogether different. CSR-oriented To Staff The GCMMF hires and trains people to take advantage over its competitors. Four of these schools started re-functioning from the last two academic sessions and the other two schools from the current session. respectful.31 crore. The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. The first and foremost the staff must get satisfaction from the job they. hundreds of thousands were rendered homeless and damage of billions of Rupees was done. Before the GCMMF closes its financial accounts the co-operatives are paid ‘price difference‘. They are expected to be courteous. 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. To fulfill its corporate social responsibility towards its milk producers and co-operatives the GCMMF works on razor thin profits and retention of funds.31 crore against a turnover of Rs 2. Kurien in 2001 with a donation of Rs. To improve the credibility and trustworthiness of the managers it is important they perform consistently and accurately every time and at all times. a meagre 0.the central interest of the producers. The epicenter of the quake was located in Kutch district. and communicate clearly for trouble shooting of problems. 15th August 2007. Execution teams were formed at district union level to give final shape and put the plan in action. The milk producers of Gujarat Dairy Cooperatives are conducting mass tree plantation drive every year on Independence Day for last five years.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. 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. making India green and thereby reducing the effects of global warming. The team accepted the idea by heart and immediately decided to spread it among farmer members of village dairy cooperative societies.98 lakhs trees). The most striking feature of these entire programmes was that it has been initiated by milk producer members of the dairy cooperatives. 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 . The state level apex body of dairy farmers in Gujarat gave a serious thought in this direction and discovered a novel idea for giving back to nature. For smooth implementation of the idea. Then the idea was communicated to farmer members and they all welcomed it and enthusiastically agreed to implement the idea.To put this idea in to the practice a design team constituting of representatives of member unions were formed. 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 Tree Plantation GREEN GUJARAT TREE PLANTATION CAMPAIGN BY MILK PRODUCERS OF DAIRY COOPERATIVES Amul Coops plant more than 311. Various awareness materials were . Village level coordinators were identified and they were trained to streamline activity of tree plantation. Over the years. the design team chalked out the road map for various activities. In last five years (2007 to 2011) the milk producers have planted around 311.98 lakhs trees Milk Producer members of Gujarat Dairy Cooperatives. prepared. On 15th August. on Farm bunds. the organization of a task force for the programme was put in place. the Village Dairy Cooperative Societies of Gujarat as a mark of respect for our nation decided to conduct such event on every Independence Day and accepted 15th August (Independence Day) as a "Green Revolution Day by Afforestation to Protect Mother Earth from Pollution. 18. district and state level dairy cooperatives. Climate change and Global Warming". After preparing the overall action plan.9 lakh trees were planted on 15th August 2007. An action plan of tree plantation programme was drawn up months back in advance. In this way. Henceforth. each union issued a circular to the Dairy Cooperative Societies regarding the programme and . But all this required immaculate planning and execution. Through various communication media farmer members were made aware of benefits of tree plantation and tree plantation activity schedule The entire plantation activity was coordinated at all the three tiers of Anand pattern . near their home. each member took an oath to plant saplings and ensure that they grew in to trees. 2007.at village. Then individually they planted sapling on their own at their identified locations like their farm. Roles and responsibilities were assigned to each member and area of operation allocated. etc. after the flag hoisting ceremony. This was just the beginning. After the identification of the chief coordinator for each district milk union. They have taken necessary care to ensure that this sapling survives and they also reported regarding the survival to village level coordinator and district milk unions after five months. They also ensured that saplings reach the VDCSs before 3 days. 7. 10.arranged meetings with the societies covered. were used to facilitate the gathering producer members in time at predecided place in the village for celebration of Independence Day in VDCS premises. digging the pit.. after the milk collection process. 4. 11. In many villages the milk producer members planted the trees after performing the Puja (worship) of saplings before planting them. 8. A press note was prepared by the coordinator of the programme at MU level and which were given in the newspapers on a day before tree plantation to boost morale of producer members and mentally prepare them for the execution of programme on next day. Point wise Methodology of execution of programme is as following: 1. the producer members took oath to protect the saplings and accepted the responsibility for successfully growing the sapling into tree. well in advance were also provided. Pointwise methodology for implementation of tree plantation programme on such a mass scale is as following. In circular details for milk producer members to make necessary preparations like deciding the place. The coordinator at Milk Union level chalked out overall action plan for the programme and assigned roles and responsibilities and area of operation to each member of task force. A meeting on tree plantation programme was held at GCMMF Ltd. almost six month before to scheduled date of programme. Anand almost a month ago in which status of action plan was each Member Union was discussed at length. 6. 2. After flag hoisting ceremony. taking care of saplings etc. 3. the tree plantation activity was executed by the producer members. Along with logistical arrangements direct contact was established with different agencies for receipt of saplings. at a predecided time sirens at VDCSs were sounded or other means like beating Thali/utensil. Continuous follow up were taken from the member unions about the status of activities planned for the programme. MUs task force members contacted & communicated about the concept to VDCS and identified the village level coordinator and assigned them roles and responsibilities. Member Unions were informed about the programme and channels of procurement of saplings. 5. loudspeaker etc. 9. school etc. On 15th August. The circular was placed on notice board of VDCSs. Milk Unions (MUs) issued circular to their respective VDCSs (Village Dairy Cooperative Societies) mentioning the entire activity and procedure planned for the celebration of the programme. MUs Coordinator properly explored and communicated the saplings acquiring sources/nursery details to VDCSs. . At time of handing over the saplings to members from VDCS. common plot. coordinators were identified in respect of the villages to be covered and the number of saplings required. Milk Unions identified the coordinator for the programme and organized a task force for the successful implementation of the programme. At the village level. Managing Director and Board of Directors of Member Unions participated in the programme.735 ha. milk producers of GCMMF planted around 311.24 and 83.6 311.12.74 84. First tree plantation programme (15th August.24 83.74 lakhs tree were planted was conducted on "one member three tree" basis. 2008) in which around 52.5 lakhs tree saplings were planted respectively. Sr. would provide additional 1.6 lakhs trees were planted. of green cover which is additional 6. Similar such notes were published in house magazines/ newsletters. MUs conducted survey after 5 months to find out the survival rate of sapling under the programme.98 lakhs tree planted survived during last five years). the programme was carried out as per the same process and procedures followed in last year.Yearwise details of tree plantation and survival of tree saplings planted is as under.90 52. 14.98 lakhs tree saplings in 21 districts of Gujarat. this year 2011 around 72. After the completion of the programme the MU's were asked to submit the report on tree plantation activity. In year 2009 and in year 2010. Achievements: . Five tree" basis. One tree" basis.12 lakhs out of 311.122 58 49 45 47 47 47 *estimated (as survey for survival percentage of the saplings planted in year 2010 is ongoing) According to statistics of Forest Survey of India considering on an average 30-40 cm diameter of these trees. By doing so. 2007) was carried out on "one member. 15. No Year of tree plantation No. Hence.39. of trees Survived (in lakhs) Survival percentage 1 2 3 4 5 2007 2008 2009 2010 2011* Total 18. Considering 47% survivability of planted trees (based on post plantation survey data. of trees planted (in lakhs) No. awareness and commitment for betterment of environment. milk producers of Gujarat Dairy Cooperatives have shown their concern. when they fully grow up. Further.98 11 26 38 39 34 148. The programme was conducted on "One member. Second tree plantation programme (15th August. in mass tree plantation programme around 84. To add fervour and enthusiasm in the programme at many places the Chairman.41 percent forest cover of Gujarat State of India. 13. Next day after the programme on a post programme press note was prepared giving details of the programme celebrations along with photographs. 106 trees would provide one hectare of green tree cover. around 148.5 72. in last five years. truly Amul . 33 lakhs (Oxygen worth of Rs. When 3 million dairy farmers of Gujarat have planted more than 311.GCMMF received four successive prestigious "SRISHTI's G-Cube Award"-2007. 10. the milk producers of Gujarat are ushering in a silent revolution of greening Gujarat.3 lakh towards Flowers / Fruits and habitation to birds . Amul is contributing its share in making Gujarat lush green.3 lakhs. In this way. Further. they are doing an invaluable . The producer members of GCMMF have really set an example for all the cooperatives and other institutions to turn India green in the era of Global warming and environmental crisis. Austria on 28th April.animals). 5. 2009 and 2010 for Good Green Governance in the "Service Category". in monetary terms there is loss or Rs. In an era of global warming. It has been estimated that when one tree is cut. But the benefits that accrue to mankind when a tree is planted cannot be measured in money and is priceless. "Amul Green" movement has also been awarded by International Dairy Federation for best environment initiative in the "sustainability category" during the 4th Global Dairy Conference held at Salzburg Congress Center. 5. .4 lakhs.98 lakh trees in just five years and are planning to plant more trees every year. 6.5 lakh for reduction of pollution of atmosphere and Rs. Land Fertility of Rs. 2010.This effort to provide green cover to the earth was also acknowledged when the state level apex body of Gujarat Dairy Cooperatives . Rs. 2008.service to the society.