The White Revolution – Amul

 

Amul (The Kaira District United Milk Directors’Union) is an Indian dairy collaborative society, grounded at Anand in the Indian state of Gujarat. Formed in 1946, it's a collaborative brand managed by a collaborative body, the Gujarat United Milk Marketing Federation Ltd. (GCMMF), which moment is concertedly possessed by 3.6 million (3.6 million) milk directors in Gujarat, and the apex body of 13 District Milk Unions, spread across townlets of Gujarat. Amul started India's White Revolution, which made the country the world's largest patron of milk and milk products.

Kaira Union introduced the brand “ Amul” for selling its product range. The word “ Amul” is deduced from Sanskrit word ‘Amulya’ which means‘ priceless’ or precious (a name proposed by also launching leader of Agriculture College,Dr. Maganbhai Patel) was innovated in 1946 (4) through the sweats of Tribhuvandas Kishibhai Patel. Amul's foundation was a significant contributor to the white revolution in India.

Tribhuvandas Kishibhai Patel under the guidance of Sardar Vallabhbhai Patel came the founding president of the association and led it until his withdrawal in the 70s. He hired Dr. Verghese Kurien in 1949. He induced Dr. Kurien to stay and help with the charge. Under the chairmanship of Tribhuvandas,Dr. Kurien was originally the general director and helped guide the specialized and marketing sweats of Amul. Dr. Kurien was the president of Amul compactly after Tribhuvandas Kishibhai Patel failed in 1994.

Kurien, author- president of the GCMMF for further than 30 times (1973 – 2006), is credited with the success of Amul's marketing. (10) Amul has ventured into requests overseas. It generates ₹386 billion revenue every year with 3.6 million people working towards a successful milk revolution.

UHT products and impact

Over the times, Amul has been witnessing growth in this portfolio, with the member growing at 53. Long- life UHT products for civic populations, like Amul Taaza, which are packed in Tetra Pak cartons suffer UHT treatment to remove all dangerous micro-organisms while retaining the nutrition in the milk. Amul sells around – litres of UHT milk and other value- added products per day and vaticinations this demand to continue growing at 25. The UHT products have enabled Amul to place itself as the request leader in packaged milk member without the need of maintaining cold force chains.  In the time 2021, Amul celebrated 75 times in actuality and is presently India's biggest FMCG or Food association with an Annual development exceeding Rs 500 billion ($ 7 billion).

Milk, The inspiration behind a revolution

Over seven decades ago the life of a planter in Kaira was veritably much like that of growers anywhere differently in India. His income was deduced nearly entirely from seasonal crops. Numerous poor growers faced starvation during off-seasons. Their income from milch buffaloes was undependable. The milk marketing system was controlled by contractors and mediators. As milk is perishable, growers were impelled to vend their milk for whatever they were offered. Frequently they had to vend cream and ghee at a throwaway price.

 They were in general illiterate. But they could see that the system under which contractors could buy their yield at a low price and arrange to vend it at huge gains was just not fair. This came more conspicuous when the Government of Bombay started the Bombay Milk Scheme in 1945. Milk had to be transported 427 kilometers, from Anand to Bombay. This could be done only if milk was pasteurized in Anand.

This marked the morning of the Kaira District United Milk Directors’Union Limited, Anand. It was formally registered on December 14, 1946. Its ideal was to give proper marketing installations for the milk directors of the quarter. The Union began pasteurizing milk in June 1948, for the Bombay Milk Scheme – just a sprinkle of growers in two villages united societies producing about 250 liters a day.

 An assured request proved a great incitement to the milk directors in the quarter. By the end of 1948, 432 growers had joined village societies, and the volume of milk handled by the Union had increased to 5000 liters a day. In the early stages, rapid-fire growth brought in its wake serious problems. Their result handed the encouragement for farther growth. For illustration, as the united movement spread in the quarter, it was plant that the Bombay Milk Scheme couldn't absorb the redundant milk collected by the Union in downtime, when buffaloes yielded an normal of2.5 times their summer yield. Therefore by 1953, the planter- members had no regular request for the redundant milk produced in downtime. They were again forced to vend a large fat at low rate to mediators.

The only remedy was to set up a factory to reuse the redundant milk into products like adulation and milk greasepaint. The sense of this step was readily accepted by the Government of Bombay and the Government of India, except for a many distrusting Thomases. The government of India helped the Union to get fiscal help from UNICEF and backing from the Government of New Zealand under the Colombo Plan. Specialized aid was handed by F.A.O. ARs. 50 – lakh plant to reuse milk greasepaint and adulation was calculated. Its foundation gravestone was laid by the also President of India the late Dr. Rajendra Prasad on November 15, 1954. The design was completed by October 31, 1955, on which day the late Pandit Jawaharlal Nehru, the also Prime Minister of India, declared it open. The new dairy handed a farther fillip to the united movement among milk directors. The union was therefore enabled to organize further vill united societies and to handle further and further milk each time. This event also brought a advance in dairy technology as the products were made processing buffalo milk for the first time in the world. Kaira Union introduced the brand “ Amul” for selling its product range. The word “ Amul” is deduced from Sanskrit word‘Amulya’which means‘ priceless’or precious’. In the posterior times Amul made rubbish and baby food on a large marketable scale again recycling buffalo milk creating a history in the world.

1964 was the turning point in the history of dairy development programme in India. Late Shri Lal Bahadur Shastri, the also Prime Minister of India who visited Anand on 31s October for induction of Amul’s Cattle Feed Factory, having spent a night with growers of Kaira and passing the success wished and expressed to Mr Kurien, also the General Manager of Amul that replicating Amul model through out our country will bring a great change in the socio-profitable conditions of the people. In order to bring this dream into reality, 1965 The Public Dairy Development Board (NDDB) was established at Anand and by 1969-70 NDDB came out with the dairy development programme for India popularly known as “ Operation Flood” or “ White Revolution”. The Operation Flood programme, indeed moment, stands to be the largest dairy development programme ever drawn in the world. This saw Amul as model and this model is frequently appertained in the history of White Revolution as “ Anand Pattern”. Replication of “ Anand Pattern” has helped India to crop as the largest milk producing nation in the world.

While we may take pride in inspiring the whole nation and revolutionize the dairy co-operative movement in our country alleviating hardships of millions of dairy farmers and placing India in number one position in world in milk production, we remain humble in our approach and development firmly believing in that the true development of an organization or nation lies in development of people - our farmers.