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Amul
Amul
Milk Scheme instead of Polson (who did the same but gave them low prices).[8] He
sent Morarji Desai to organise the farmers. In 1946, the milk farmers of the ar
ea went on a strike which led to the setting up of the cooperative to collect an
d process milk.[7] Milk collection was decentralized, as most producers were mar
ginal farmers who could deliver, at most, 1 2 litres of milk per day. Cooperatives
were formed for each village, too.[9]
The cooperative was further developed and managed by Dr.Verghese Kurien with H.M
. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for
the first time in the world) and a little later, with Kurien's help, making it o
n a commercial scale,[10] led to the first modern dairy of the cooperative at An
and, which would compete against established players in the market. Kurien's bro
ther-in-law K.M. Philip sensitized Kurien to the needs of attending to the finer
points of marketing, including the creation and popularization of a brand. This
led to the search for an attractive brand name. In a brainstorming session, a c
hemist who worked in the dairy laboratory suggested Amul, which came from the Sa
nskrit word "amulya", which means "priceless" and "denoted and symbolised the pr
ide of swadeshi production."[11]
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy
soon spread to Anand's neighbourhood in Gujarat. Within a short span, five unio
ns in other districts
Mehsana, Banaskantha, Baroda, Sabarkantha and Surat
were s
et up.[7] To combine forces and expand the market while saving on advertising an
d avoid competing against each other, the GCMMF, an apex marketing body of these
district cooperatives, was set up in 1973. The Kaira Union, which had the brand
name Amul with it since 1955, transferred it to GCMMF.[12]
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.[1
3]
Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Enginee
ring Department, Punjab Agricultural University Ludhiana), Dr. Bondurant (visiti
ng faculty) and Dr Feryll (former student of Dr Verghese Kurien), visited the Am
ul factory at Anand as a research team headed by Dr. Bheemsen & Shivdayal Pathak
(ex-director of the Sardar Patel Renewable Energy Research Institute) in the 19
60s. A milk pasteurization system at the Research Centre of Punjab Agricultural
University (PAU) Ludhiana was then formed under the guidance of Kashyap. The tec
hnological developments at Amul have subsequently spread to other parts of India
.
About GCMMF
The GCMMF is the largest food products marketing organisation of India. It is th
e apex organisation of the dairy cooperatives of Gujarat. It is the exclusive ma
rketing organisation for products under the brand name of Amul and Sagar.[1] Ove
r the last five and a half decades, dairy cooperatives in Gujarat have created a
n economic network that links more than 3.1 million village milk products with m
illions of consumers in India. Gujarat Cooperative Milk Marketing Federation Ltd
. (GCMMF), is India's largest food product marketing organisation with annual tu
rnover (2014 15) US$3.4 billion. Its daily milk procurement is approx 14.85 millio
n lit per day from 18,536 village milk cooperative societies, 17 member unions c
overing 33 districts, and 3.37 million milk producer members. More than 70% of t
he members are small or marginal farmers and landless labourers including a size
able population of tribal folk and people belonging to the scheduled castes.[1]
The three-tier "Amul Model"
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The Amul Model is a three-tier cooperative structure. This structure consists of
In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that 'f
reedom of choice' died in '2013', in opposition to the Supreme Court of India ov
erruling the judgment of Delhi High Court and criminalising homosexuality again.
[20]
In popular culture
The establishment of Amul is known as White Revolution.
The White Revolution inspired the notable Indian film-maker Shyam Benegal to bas
e his film Manthan (1976) on it. It starred Smita Patil, Girish Karnad, Naseerud
din Shah and Amrish Puri. The film was financed by over five lakh rural farmers
in Gujarat who contributed Rs 2 each to its budget. Upon its release, these farm
ers went in truckloads to watch 'their' film, making it a commercial success.[21
][22] Manthan was chosen for the 1977 National Film Award for Best Feature Film
in Hindi.
References
Organisation :: Amul
The Taste of India. Amul (2015-05-14). Retrieved on 201
5-11-29.
Alexander Fraser Laidlaw. Cooperatives and the Poor. A development study pre
pared for the International Cooperative Alliance and the Canadian International
Development Agency, 1977. The co-operative was initially referred to as Anand Mi
lk Federation Union Limited hence the name AMUL.
The Amul Story General Management Review Archived 4 December 2005 at the Way
back Machine.
indiadairy.com. indiadairy.com. Retrieved on 2015-11-29.
Dasgupta, Manas (9 September 2012). "'Kurien strode like a titan across the
bureaucratic barriers and obstacles'". The Hindu. Chennai, India. Retrieved 13 S
eptember 2012.
George, Shanti (1985). Operation flood: an appraisal of current Indian dairy
policy. Delhi: Oxford University Press. ISBN 978-0-19-561679-8.
Heredia, Ruth (1997). The Amul India story. New Delhi: Tata McGraw-Hill.
Suhrud, Tridip (8 April 2006). "The magic of manthan". Tehelka. Retrieved 2
February 2011.
Thapar, Romila (2001). "Seminar, Issues 497 508". Seminar.
"Economic and political weekly, Volume 6, Part 4". Economic and Political We
ekly. 6. 1971.
Verghese Kurien. I too had a dream. As told to Gouri Salvi, Lotus Collection
(An Imprint of Roli Books), 2005(2007).
The Cheese Industry in India. Chillibreeze.
SHRAWAN (2013-05-29). "Annex iv: list of award winners of rajiv gandhi natio
nal quality awards" (PDF). http://www.bis.org.in. New Delhi: Bureau of Indian St
andards. Retrieved 2014-05-15. External link in |website= (help)
Amul ready to take on Pepsi, Coke in sports drink segment Archived 27 Septem
ber 2007 at the Wayback Machine.
"AMUL upgrades processing through Tetra Pak's high-speed lines". The Times O
f India. 10 September 2013.
Amul UHT: On a Quest for Zero adulterated milk | Watch the video
Yahoo India
. In.news.yahoo.com. Retrieved on 2015-11-29.
Gujarat: Just like ATM, Amul launches 'Any Time Milk' machine in Anand:IBNLi
ve Videos. Ibnlive.in.com. Retrieved on 2015-11-29.
Varma, Mini. "The moppet who put Amul on India's breakfast table". Amul. Ret
rieved 2 February 2011.
Rao, Subha J. (15 December 2007). "Punch guru". The Hindu. Chennai, India. R
etrieved 2 February 2011.
"Brands peek out of the closet The Times of India". The Times Of India.
NDTV movies NDTV.
Shyam Benegal at ucla.net South Asia Studies, University of California, Los
Angeles (UCLA).
External links
Wikimedia Commons has media related to Amul.
amul.com, Official website
irma.ac.in, History of Amul