Amul

Anand Milk Union Limited or Amul is an Indian dairy company, based at

Amul
Anand in the state of Gujarat.[3]

Formed in 1948, it is a cooperative brand managed by a cooperative body, the

Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is
[4]
jointly owned by 3.6 million milk producers in Gujarat.

Amul spurred India's White Revolution, which made the country the world's
largest producer of milk and milk products.[5]
Type Company
The white revolution was spearheaded by Tribhuvandas Patel under the guidance Industry Dairy/fast-moving
of Sardar Patel. As a result, Kaira District Milk Union Limited was born in 1946. consumer good
Tribhuvandas became the founding chairman of the organization and led it until (FMCG)
his death. He hired Dr. Verghese Kurien three years after the white revolution. He Founded 1946
convinced Dr. Kurien to stay and help with the mission.
Founder Tribhuvandas Patel
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is Headquarters Anand, Gujarat, India
credited with the success of Amul's marketing.[6] Amul has become the largest Area served worldwide
food brand in India and has ventured into markets overseas. Key people Rupinder Singh Sodhi
(Managing Director)[1]

Revenue ₹38,000 crore

Contents (US$5.5 billion) (2018-
19 [2])
History
Number of 752 (Marketing Arm)
UHT products and impact employees 3.6 million (milk
Advertising producing members)[2]
In popular culture Website www.amul.com/
See also
References
External links

History
The Amul plant at Popati Nagar,
Amul-cooperative registered on 14 December 1946 as a response to the exploitation Anand, Gujarat showing the milk
of marginal milk producers by traders or agents of the only existing dairy, the Polson silos
dairy, in the small city distances to deliver milk, which often went sour in summer,
to Polson. The prices of milk were arbitrarily determined. The government had given
.[7][8]
monopoly rights to Polson to collect milk from Kaira and supply it to Bombay city

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 (Kaira District Co-operative Milk Producers' Union) 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, 1–2
litres of milk per day. Cooperatives were formed for each village, too.[10] By June 1948, the KDCMPUL had started pasteurizing
milk for the 'Bombay Milk Scheme'. Under the selfless leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th
Anniversary with Morarji Desai, Maniben Patel and Verghese Kurien.

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.
Kurien's brother-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.

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, following
[8]
the approach sometimes described as the Anand pattern.

In 1970, initiated White Revolution of India, as it help create, Gujarat Co-operative Milk Marketing Federation Ltd., which now
overlooks Amul, in 1973,[12] and today, it is the second best dairy in India.[12] 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,
.[13]
was set up in 1973. The Kaira Union, which had the brand name Amul with it since 1955, transferred it to GCMMF

A [14]
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality ward.

Technological developments at Amul have subsequently spread to other parts of India.

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. 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. Gujarat Cooperative Milk Marketing Federation Ltd.

Importance is also important for industries.

On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant in Mogar, Anand near their
headquarters.[15]

UHT products and impact

Over the years Amul has been witnessing growth in this portfolio, with the segment growing at 53%,[16] long life UHT products for
urban populations, like Amul Taaza, which are packed in Tetra Pak cartons, which undergo UHT treatment to remove all harmful
micro-organisms while retaining the nutrition in the milk. Amul sells around 4,00,000-5,00,000 litres of UHT milk and other value
added products per day and forecasts this demand to continue growing at 25%. The UHT products have enabled Amul to position
[17]
itself as the market leader in packaged milk segment without the need of maintaining cold supply chains.

Advertising
In 1966, Amul hired Sylvester da Cunha, the 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.[18] It was popular and
earned a Guinness 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. Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the
development of the ads.[19]

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
[18]
strike, and one depicting the Amul girl wearing a Gandhi cap.
In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that 'freedom of choice' died in '2013', in opposition to the
[20]
Supreme Court of India overruling the judgment of Delhi High Court and criminalising homosexuality again.

On 17 October 2016, Amul butter girl celebrated 50 years when she first appeared in the topical ad titled "Thoroughbread". The ad
showed a jockey holding a slice of bread during the horse race season in 1966. The impish Amul girl had appeared for the first time
even before that, with Eustace Fernandez showed her of
fering bedtime prayers with a wink and a lick of lips, saying "Give us this day
our daily bread: with Amul butter".[21]

Their Ad on Aagey Badhta Hai Indiahad an excellent response from the audience. It basically spoke about the how their Milk is seen
a household product with catchy tune associated to it. It has close to 2 Million views on YouTube. [22] .Now Amul is sponsoring
Afghanistan in ICC world cup 2019

In popular culture
The establishment of Amul is known asWhite Revolution.

The White Revolution inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it. The film was
financed by over five lakh (half a million) 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.[23][24] Manthan was chosen for the 1977 National
Film Award for Best Feature Film in Hindi.

See also
Anikspray, a popular competitive brand developed by Lipton and HLL, and later sold to other companies

References
1. "Shri RS Sodhi - NDDB Foundation for Nutrition"(https://www.nfn.org.in/shri-rs-sodhi). www.nfn.org.in. Retrieved
30 March 2019.
2. "Amul/Organisation" (https://amul.com/m/organisation). Amul.com.
3. Alexander Fraser Laidlaw. Cooperatives and the Poor. A development study prepared for the International
Cooperative Alliance and the Canadian International Development Agency, 1977. The co-operative was initially
referred to as Anand Milk Federation Union Limited, hence the name AMUL.
4. The Amul Story – General Management Review(http://www.etgmr.com/GMRjan-mar04/art7.html)Archived (https://w
eb.archive.org/web/20051204084731/http://www
.etgmr.com/GMRjan-mar04/art7.html)4 December 2005 at the
Wayback Machine
5. indiadairy.com (http://www.indiadairy.com/ind_world_number_one_milk_producer
.html). indiadairy.com. Retrieved on
2015-11-29.
6. Dasgupta, Manas (9 September 2012)." 'Kurien strode like a titan across the bureaucratic barriers and obstacles
'"
(http://www.thehindu.com/news/national/article3877337.ece?textsize=small&test=2). The Hindu. Chennai, India.
Retrieved 13 September 2012.
7. George, Shanti (1985).Operation flood: an appraisal of current Indian pairy policy
. Delhi: Oxford University Press.
ISBN 978-0-19-561679-8.
8. Heredia, Ruth (1997). The Amul India story. New Delhi: Tata McGraw-Hill.
9. Suhrud, Tridip (8 April 2006). "The magic of manthan"(https://web.archive.org/web/20061111211535/http://www .teh
elka.com/story_main17.asp?filename=op040806the_magic.asp) . Tehelka. Archived from the original (http://www.teh
elka.com/story_main17.asp?filename=op040806the_magic.asp)on 11 November 2006. Retrieved 2 February 2011.
10. Thapar, Romila (2001). "Seminar, Issues 497–508". Seminar.
11. "Economic and political weekly, Volume 6, Part 4". Economic and Political Weekly. 6. 1971.
12. Cooperatives : Cause & Effect (http://www.indiadairy.com/ind_profile_factsheet.html)
13. The Cheese Industry in India. Chillibreeze.
14. SHRAWAN (29 May 2013). "Annex iv: list of award winners of Rajiv Gandhi national quality awards" (http://www.bis.
org.in/other/rgnqa_win_12.pdf)(PDF). bis.org.in. New Delhi: Bureau of Indian Standards. Retrieved 15 May 2014.
15. Pathak, Maulik (30 September 2018)."PM Modi inaugurates LNG terminal, chocolate factory in Gujarat"(https://ww
w.livemint.com/Politics/i7F7v2tZKO48EFENkXALgI/PM-Modi-inaugurates-LNG-terminal-chocolate-factory-in-Gujar .ht
ml). Live Mint. Retrieved 1 October 2018.
16. "AMUL upgrades processing through T
etra Pak's high-speed lines" (http://articles.economictimes.indiatimes.com/201
3-09-10/news/41937635_1_uht-milk-tetra-pak-ultra-high-temperature)
. The Times Of India. 10 September 2013.
17. Amul UHT: On a Quest for Zero adulterated milk | Watch the video – Yahoo India (http://in.news.yahoo.com/video/am
ul-uht-quest-zero-adulterated-064035504.html)Archived (https://web.archive.org/web/20140102074816/http://in.new
s.yahoo.com/video/amul-uht-quest-zero-adulterated-064035504.html)2 January 2014 at theWayback Machine.
In.news.yahoo.com. Retrieved on 2015-11-29.
18. Varma, Mini. "The moppet who put Amul on India's breakfast table"(http://www.amul.com/story.html). Amul.
Retrieved 2 February 2011.
19. Rao, Subha J. (15 December 2007)."Punch guru" (http://www.hindu.com/thehindu/mp/2007/12/15/stories/20071215
51330100.htm). The Hindu. Chennai, India. Retrieved 2 February 2011.
20. "Brands peek out of the closet – The Times of India" (http://timesofindia.indiatimes.com/india/Brands-peek-out-of-the
-closet/articleshow/27248253.cms). The Times Of India.
21. "In pics Fifty years on, Amul's 'utterly butterly' girl is still a delight"(http://www.newskarnataka.com/from-the-web/in-pi
cs-fifty-years-on-amuls-utterly-butterly-girl-is-still-a-delight) . NewsKarnataka. 17 October 2016.
22. Amul The Taste of India (10 July 2015),Amul Milk - Aage Badta Hai India(https://www.youtube.com/watch?v=zIQTw
ukIDyg), retrieved 9 April 2019
23. NDTV movies (http://www.ndtvmovies.com/newstory.asp?section=Movies&id=ENTEN20070021927)NDTV.
24. Shyam Benegal at ucla.net(http://www.sscnet.ucla.edu/southasia/Culture/Cinema/Benegal.html)South Asia Studies,
University of California, Los Angeles(UCLA).

External links
amul.com, official website
irma.ac.in, history of Amul
thehindubusinessline.com
indiainfoline.com, "AMUL Most Trusted among India’s Food & Beverage Brands"
The First step: formation of Kaira union
AMUL's 25th Anniversary Celebrations

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