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India's largest cooperative company
Amul has become a brand that is selling things and the most significant cooperative business for small traders. The empire of Amul was established in 1946 in a city called Anand in Gujarat. Milk-selling farmers raised their voices against exploitative mediators.
Therefore, Sardar Vallabhbhai Patel advised the farmers to form a cooperative society. The organization was named Kheda District Cooperative Milk Producers Association Limited (Gujarat Cooperative Milk Marketing Federation, i.e., GCMMF from 1973). Initially, the organization collected only 247 liters of milk from two villages.
Tribhuvandas Patel was its founding president, and Dr. Varghese Kurien led the organization. Dr. Kurian won the World Food Prize and the Magsaysay Award and is famous as the father of India's White Revolution. Dr. Varghese Kurien is considered a pioneer for Amul's success.
Former Prime Minister of India Lal Bahadur Shastri was so impressed with Amul's success that he said, 'One Amul is not enough. We need many more Amul." He formulated the National Dairy Development Policy in 1965, and Kurien was made its chairman. Thanks to the Amul model, which made India the largest milk producer in the world.
The functioning of Amul is divided into three levels: the village is connected with the cooperative dairy society, which is also connected with the district-level milk union, and the state-level milk union. Milk is collected at the village level, processed at the district level, and marketed at the state level.
Amul's branding factor:
Amul Girl has always been a brand icon.
Sylvester da Cunha designed Amul Girl. It was created in response to the mascot of Paulson Dairy Girl Anand. Nowadays, Jayant Rane is creating cartoons for Moment Marketing. Copywriter Manish Jhaveri is doing unique branding of Amul with a new tagline every time. All three have been associated with Amul for the last twenty-five years.
Some interesting facts
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