Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy from Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in Philip sensitized Kurien to the needs of attending to the finer points of marketing, including the creation and popularization of a brand.
In the s, 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.
Within a short span, five unions in other districts — Mehsana, Banaskantha, Baroda, Sabarkantha and Surat — were set up, following the approach sometimes described as the Anand pattern.
Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the development of the ads.
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 girl wearing a Gandhi cap.
The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement.
The impish Amul girl had appeared for the first time even before that, with Eustace Fernandez showed her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: Kurien was chosen to head the institution as its Chairman and asked to replicate this model throughout the country.
Inthe farmers of this area went on a milk strike refusing to be cowed down by the cartel. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control. The film was financed by over five lakh half a million rural farmers in Gujarat who contributed Rs 2 each to its budget.
It is the apex organisation of the dairy cooperatives of Gujarat. The ad showed a jockey holding a slice of bread during the horse race season in He understood that the success of Amul could be attributed to four important factors.
Verghese Kurien with H. At his instance in the National Dairy Development Board was set up with the basic objective of replicating the Amul model. Cooperatives were formed for each village, too. The prices of milk were arbitrarily determined.
Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. The cooperative was further developed and managed by Dr. The government had given monopoly rights to Polson to collect milk from Kaira and supply it to Bombay city.
Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.
It is the exclusive marketing organisation for products under the brand name of Amul and Sagar. It all began when milk became a symbol of protest Founded in to stop the exploitation by middlemen Inspired by the freedom movement The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India.
Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands. History[ edit ] Amul-cooperative registered on 14 December 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.
Inthe milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk. The UHT products have enabled Amul to position itself as the market leader in packaged milk segment without the need of maintaining cold supply chains.Thus, in the Gujarat Cooperative Milk Marketing Federation was established to market milk and milk products manufactured by six district cooperative unions of Gujarat.
As R S Sodhi, GCMMF’s managing director today, says, competition in the dairy sector 40 years ago was very different. The World Dairy Industry Marketing Essay. The Kaira District Co-operative Milk Producers Union Ltd.
which had established the brand name AMUL in decided to hand over the brand name to GCMMF (AMUL). DISTRICT COOPERATIVE MILK PRODUCERS UNION (MILK UNION). The Kaira District Co-operative Milk Producers' Union Ltd. was registered on December 1, as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, the Polson (brand) dairy, in the small town of Anand (in Kaira District of Gujarat)..
AMUL sprung from the seeds sown in the black soil of CHAROTAR, an area in the KAIRA district of Gujarat, as a cooperative movement to empower the milk producers. At that time POLSON Dairy was the biggest buyer of the milk being produced in KAIRA. Dr. Verghese Kurien. Tribhuvandas Patel.
Amul Food Guides. Amul Baby Growth Plan. Product Detailer. Home | Products | Anand Pattern | White Revolution | Contact Us. Amul, the largest cooperative marketing society of India which led the succession of operation flood in India was registered in at Anand in Kaira district of Gujarat.
It is under GCMMF (Gujarat cooperative milk marketing federation ltd.) which is India’s largest food products marketing organisation.Download