The Story of Sheer determination and Hard work

 

Everyone likes a good Tea or coffee to start their day with, but only few know the story of the most popular dairy brand of INDIA. The brand that started a whole new era in India. 

Yes, we are talking about AMUL- The Taste of India.

The Story of sheer determination and hard work that ensured a self-sustaining state for the farmers.The story of a company that was founded by a few farmers with a Vision, Mission and Purpose which completely revolutionized the nation

 

HISTORY
 

 

The first Milk Plant of Amul.
Source:- amuldiary.com
 

Amul was founded in 1946 in Anand, Gujarat

Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which is jointly owned by more than 3.6 million milk producers of Gujarat.

The Amul corporative was created by Dr Verghese Kurien, who is also known as the Father of the White Revolution in India.

 

PURPOSE

“It is always said if you have a purpose for a Nobel cause then you have the power to revolutionize the world .”

The Purpose for a good cause of farmers turned entire milk procurement process and spurred the White Revolution in India.

A company that was founded by a few farmers with a mission to stop the exploitation by middlemen, gradually became the biggest brand in the nation. A brand that not only changed the lives of many poor farmers but also took our nation to new heights.

 

Success Factors and Ethics

Efficient Model And Chain

Anand Pattern

operates at three levels.

A dairy cooperative society at the village level is responsible for collecting the milk;

The District Milk Union to which the village dairy is affiliated procures and processes the milk; and the State milk federation markets the milk and milk products.

All the personnel involved are selected or elected by the farmers — whether it is to manage the various levels efficiently or run the dairy profitably.

Most importantly, the cooperatives understand and respond to the needs and demands of the farmers.

 

The greatness of this model lies in the fact that Amul was the first company to follow this model, and it was replicated all over the country under Operation Flood in the 1970’s. The model ensures that there’s efficiency and swiftness in operations.

 

Cutting Edge Technology and Innovation

Amul uses Automatic Milk Collection systems, to collect milk from farmers at a swift pace, simultaneously capture details about the farmers and milk, like the lipid content of milk, etc. The farmers get paid instantaneously within a matter of a few seconds.

 

DIVERSE PRODUCTS

Almost All quality milk products are processed by Amul. This includes products ranging from milk to sweets.

The Amul Advertising

The Amul girl , The brand has been cleverly using the cartoon figure in its longest running ad campaign, to instil an element of humour into its print ads.

 

Did you Know?

Amul is not owned by single person but by 3.6 million milk producers .

Amul has a total of 31 plants in India.

Amul gives back 80 percent of its earnings to the farmers, who form the backbone of Amul.

Amul operates India’s most modern and sophisticated dairy plant at Gandhinagar, Gujarat.

On a daily basis, Amul collects around 3.3 million litres of milk from nearly 2.12 million farmers in villages all across India.

Amul (from the Sanskrit Amulya or priceless, and also an acronym for Anand Milk Union Ltd) was registered in 1957.

 

The success story of Amul’s cooperative model was well recognised and this model was implemented all over the country, resulting in The White Revolution (Operation Flood).

This made India the largest milk producing nation in the world and brought financial freedom to farmers.

 

The Amul brand has proved that it is not just a product but a movement that represents the economic freedom of farmers. The brand has given farmers the courage to dream, to hope and to live

Credits : Saad Jamadar , Vratesh Ban

References 

https://www.google.com/amp/s/www.youthkiawaaz.com/2016/09/amul-india-success-story/amp/

https://startuptalky.com/amul-case-study/

https://www.nextbigbrand.in/amul-the-case-study-of-the-taste-of-india/

https://thingsinindia.in/dairy-companies-in-india/

NOTE :-

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