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Anand Agricultural University, Anand

Anand Agricultural University (AAU) was established in 2004 at Anand with the support of the Government of Gujarat, Act No.(Guj 5 of 2004) dated April 29, 2004. Caved out of the erstwhile Gujarat Agricultural University (GAU), the dream institution of Sardar Vallabhbhai Patel and Dr. K. M. Munshi, the AAU was set up to provide support to the farming community in three facets namely education, research and extension activities in Agriculture, Horticulture Engineering, product Processing and Home Science. At present there seven Colleges, seventeen Research Centers and six Extension Education Institute working in nine districts of Gujarat namely Ahmedabad, Anand, Dahod, Kheda, Panchmahal, Vadodara, Mahisagar, Botad and Chhotaudepur AAU's activities have expanded to span newer commodity sectors such as soil health card, bio-diesel, medicinal plants apart from the mandatory ones like rice, maize, tobacco, vegetable crops, fruit crops, forage crops, animal breeding, nutrition and dairy products etc. the core of AAU's operating philosophy however, continues to create the partnership between the rural people and committed academic as the basic for sustainable rural development. In pursuing its various programmes AAU's overall mission is to promote sustainable growth and economic independence in rural society. AAU aims to do this through education, research and extension education. Thus, AAU works towards the empowerment of the farmers.

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  • ThesisItemOpen Access
    TO DEVELOP MARKETING STRATEGY TO GAIN 20% MARKET SHARE OF AMUL CHOCOLATE IN AHEMDABAD CITY
    (Anand Agricultural University, Anand, 2010) MUKESH KUMAR SHARMA; Prof. T. S. SHIBIN
    The project entitled “To develop marketing strategy to gain 20% market share of Amul chocolate in Ahemdabad city” was undertaken through primary market survey. Amul is the one of the leading food brand in India. Amul products are sold at reasonable prices. Amul has a turnover of Rs. 67113 billion in 2008-09.The increase of the spending power of the people all over the world has encouraged quite a few big brands to venture into chocolate industry. As far as the chocolate industry is concerned, Cadbury Nestle and Amul are the three most dominant brands, which market a host of chocolates as well as chocolate based products. The data were collected from Ahmedabad city during 1st Jan to 30th April 2010. The objectives of the