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Amul Wikipidia
Amul Wikipidia
This article is about the Indian dairy cooperative. For the ancient city of mul along the Oxus,
see Trkmenabat. For the city in Iran, see Amol.
This article needs additional citations for verification. Please help improve this
article by adding citations to reliable sources. Unsourced material may be challenged and
removed. (January 2012)
Type
Cooperative
Industry
Dairy/FMCG
Founded
1946
Key people
Products
Revenue
Employees
Website
www.amul.com
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.[2] The
word amul () is derived from theSanskrit word amulya (), meaning valuable.[3] The cooperative was initially referred to as Anand Milk Federation Union Limitedhence the name AMUL.
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 million milk producers in
Gujarat.[4]
Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products.[5] In the process Amul became the largest food brand in India and has
ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), is
credited with the success of Amul.[6]
Contents
[hide]
1 History
2 About GCMMF
5 Products
8 Mascot
9 Advertising
10 In popular culture
11 References
12 External links
History[edit]
Amul the co-operative registered on 1 December 1946 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in the
small city distances to deliver milk, which often went sour in summer, to Polson. The prices of
milk were arbitrarily determined. Moreover, the government had given monopoly rights to Polson
to collect milk from Anand and supply it to Bombay city.[7][8]
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form
a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did
the same but gave them low prices).[9] He sent Morarji Desai to organise the farmers. In 1946,
the milk farmers of the area went on a strike which led to the setting up of the cooperative to
collect and process milk.[8] Milk collection was decentralized, as most producers were marginal
farmers who could deliver, at most, 12 litres of milk per day. Cooperatives were formed for each
village, too.[10]
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 on a commercial scale, [11] led to the first modern
dairy of the cooperative at Anand, which would compete against established players in the
market.
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 unions in other districts Mehsana,
Banaskantha, Baroda, Sabarkantha and Surat were set up. [8] To combine forces and expand
the market while saving on advertising and 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 June 2013, it was reported that the Kaira District Cooperative Milk Producers Union Limited,
better known as Amul Dairy, had signed a tripartite agreement to start a dairy plant in Waterloo
village in upstate New York. The plant will initially manufacture paneer and ghee. Amul will use
an existing dairy plant owned by New Jersey-based NRI Piyush Patel for manufacturing. The
plant is strategically located, as it close to supply centres from where raw material is procured,
and is near New Jersey, which has a large Indian population.[13]
Amul said that it will be able to produce and supply Amul products in the US as well as Canada
and export it to Europe, under the arrangement.
Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering
Department, Punjab Agricultural University Ludhiana), Dr. Bondurant (visiting faculty) and Dr
Feryll (former student of Dr Verghese Kurien), visited the Amul factory in Gujarat as a research
team headed by Dr. Bheemsen. Shivdayal Pathak (ex-director of the Sardar Patel Renewable
Energy Research Institute) in the 1960s. A milk pasteurization system at the Research Centre of
Punjab Agricultural University (PAU) Ludhiana was then formed under the guidance of Kashyap.
it is good product .
About GCMMF[edit]
Main article: GCMMF
The GCMMF is the largest food products marketing organisation of India. It is the apex
organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for
products under the brand name of Amul and Sagar.[14] Over the last five and a half decades, dairy
cooperatives in Gujarat have created an economic network that links more than 3.1 million village
milk products with millions of consumers in India.[citation needed] The daily milk procurement of
GCMMF is around 13 million liters per day. It collects milk from about 16914 village milk
cooperative societies, 17 member unions and 24 districts covering about 3.18 million milk
producer members. More than 70% of the members are small or marginal farmers and landless
labourers including a sizeable population of tribal folk and people belonging to the
scheduled castes.[14]
Establish chilling centres and dairy plants for processing the milk
received from the villages.
Today, there are around 176 cooperative dairy unions formed by 125,000 dairy cooperative
societies, having a total membership of around 13 million farmers on the same pattern, who are
processing and marketing milk and milk products profitably, be it Amul in Gujarat or Verka in
Punjab, Vijaya in Andhra Pradesh, Milma in Kerala, Gokul in Maharashtra, Saras in Rajasthan or
a Nandini in Karnataka. This process has created more than 190 dairy processing plants spread
all over India with large investments by these farmers' institutions. These cooperatives today
collect approximately 23 million kg of milk per day and pay an aggregate amount of more than
Rs. 125 billion to the milk producers in a year.[citation needed]
AMUL is also the largest exporter of dairy products in the country. AMUL is available today in
over 40 countries of the world. AMUL is exporting a wide variety of products which include whole
and skimmed milk powder, cottage cheese (Paneer), UHT milk, clarified butter (Ghee) and
indigenous sweets.
The major markets are USA, West Indies, and countries in Africa, the Gulf Region,
and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China, and others
such as Mauritius, Australia, Hong Kong and a few South African countries. Its bid to enter the
Japanese market in 1994 did not succeed, but it plans to venture again. [16]
In September 2007, Amul emerged as the leading Indian brand according to a survey by
Synovate to find out Asia's top 1000 Brands.[17]
In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector in The
Brand Trust Report, published by Trust Research Advisory.[18]
Products[edit]
Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti
Dahi, Yoghurt, Buttermilk, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,
flavoured milk, basundi, Amul Pro brand and others. Amul PRO is a recently launched brown
beverage just like bournevita and horlicks offering whey protein, DHA and essential nutrients. In
January 2006, Amul launched India's first sports drink, Stamina, which competes with Coca
Cola's Powerade and PepsiCo's Gatorade.[19]
Amul offers mithaimate which competes with Milkmaid by Nestle by offering more fat at lower
price.
In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering
in the milk products segment. Other Amul brands are Amul Kool, a low-calorie thirst quenching
drink; Masti Butter Milk; and Kool Cafe, ready to drink coffee.
Amul's icecreams are made from milk fat and thus are icecreams in real sense of the word, while
many brands in India sell frozen desserts made from vegetable fat.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award
for 2007.[citation needed]
Mascot[edit]
Since 1967,[23] Amul products' mascot has been the very recognisable "Amul baby" or Amul
girl (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and
product wrappers with the tagline Utterly Butterly Delicious Amul. The mascot was first used for
Amul butter. In recent years in a second wave of ad campaign for Amul products, she has been
used for other products like ghee and milk.
Advertising[edit]
An Amul butter ad on Pakistan'sKargil War fiasco. The image shows the "Amul baby" between George
Fernandes and Atal Bihari Vajpayee.
In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS to
design an ad campaign for Amul Butter. daCunha designed a campaign as series of hoardings
with topical ads, relating to day-to-day issues.[24] It was popular and earned aGuinness world
record for the longest running ad campaign in the world. In the 1980s, cartoon artist Kumar
Morey and script writer Bharat Dabholkar had been involved with sketching the Amul ads; the
latter rejected the trend of using celebrities in advertisement campaigns.r credited chairman
Verghese Kurien with creating a free atmosphere that fostered the development of the ads. [25]
Despite encountering political pressure on several occasions, daCunha's agency has made it a
policy of not backing down. Some of the more controversial Amul ads include one commenting
on the Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and one
depicting the Amul butter girl wearing a Gandhi cap.[24]
In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that 'freedom of choice'
died in '2013', in opposition to the Supreme Court of India overruling the judgment of Delhi High
Court and criminalising homosexuality again.[26]
Amul hired DraftFCB+Ulka for the brands of Amul milk, chocolates, paneer, ghee, ice-cream.
In popular culture[edit]
The establishment of Amul is known as White Revolution.
The White Revolution inspired the notable Indian film-maker Shyam Benegal to base his
film Manthan (1976) on it. It starred Smita Patil, Girish Karnad, Naseeruddin Shah andAmrish
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 farmers went in truckloads to watch 'their' film, making it a
commercial success.[27][28] Manthan was chosen for the 1977 National Film Award for Best
Feature Film in Hindi.
References[edit]
1. Jump up^ http://www.amul.com/m/organisation
2. Jump up^ Alexander Fraser Laidlaw. Cooperatives and the
Poor. A development study prepared for the International
External links[edit]
Wikimedia Commons has
media related to Amul.
amul.tv
thehindubusinessline.com
Categories:
Cooperatives in India
Economy of Gujarat
Indian brands
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