AMUL -THE TASTE OF INDIA SLIDE 1] THE BEGINING 1]Kaira District of Gujarat) The Kaira District Co-operative Milk

Producers' Union Ltd. was registered on December 1, 1946 as a response to the exploitation of marginal milk producers by traders or agents. 2] Polson dairy monopoly Milk Producers had to travel long distances to deliver milk, which often went sour in summer. Moreover, the government at that time had given monopoly rights to Polson to collect milk from Anand. 3] Formation of co-operatives 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 and supply milk directly to the Bombay Milk Scheme instead of Polson. 4] Tribhuvandas K. Patel. Tribhuvandas is known as the father of the cooperative movement in India . By the late 1940s, he started working with farmers in Kheda district. He decentralized Milk collection and set up Cooperatives to collect and process milk.He hired a young manager named Verghese Kurien in 1950, who has since become synonymous with Amul, for his leadership of the co-operative movement, till 2005.[2] 5] Verghese Kurien An Indian engineer and renowned social entrepreneur, best known as the "Father of the White Revolution",[2] for his 'billion-litre idea' or Operation Flood the world's biggest agricultural development programme. 6] Mr H.M. Dalaya While the Kaira District Cooperative Milk Union (Amul) is usually associated with its founder, Mr Tribhuvandas Patel and the irrepressible Dr Verghese Kurien, it was Mr Dalaya who provided the real technical backbone to the organisation. It used to be said that if Mr Patel was Amul's Father, Dr Kurien was the Son and Mr Dalaya the Holy Ghost! 7] GCMMF [Gujarat Co-operative Milk Marketing Federation Ltd.] Cooperatives were formed for each village. In order 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 was set up in 1973.

SLIDE 2] Milkman of India", 1] A great leader He made the ordinary, neighbourhood 'doodhwala' (milkman) a key player in the country's struggle for economic development and progress at the grassroot level. Verghese Kurien, the man who brought milk revolution in the country, V. Kurien is considered to be one of the world's great agricultural leaders of this century 2] A Successful founder He founded around 30 institutions of excellence (like AMUL, GCMMF, IRMA, NDDB) which are owned, managed by farmers and run by professionals. As the founding chairman of the Gujarat Co-operative Milk Marketing Federation (GCMMF), Kurien was responsible for the creation and success of the Amul brand of dairy products. 3] Success of Amul It was Dr Kuriens understanding of how brands work, of the importance of building brands, of the focus on quality, value for money and customer centricity as a bedrock of all that Amul did, which has made Amul the behemoth that it is. 4]The Amul model He set up this model. The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level 5]1965: NDDB The then PM Lal Bahadur Shastri wanted to replicate the Amul model. At his instance, the National Dairy Development Board was set up and Dr Kurien was chosen to head the institution as its chairman. He was asked to replicate this model throughout the country. 6]1970: OPERATION FLOOD NDDB launched 'Operation Flood', a programme that transformed India into the world's largest milk producer by establishing a countrywide milk grid. Dr Kurien is considered the father of Operation Flood, 7] greatest contribution Dr. Kuriens greatest contribution with Operation Flood was to put the farmer in command as the owner of her or his own cooperative a pivotal factor in the programs success

Slide3] The success story 1]A key achievement IF there is one technological breakthrough that truly revolutionised India's organised dairy industry, it is the making of milk powder out of buffalo milk. And the man who made this possible defying prevailing technical wisdom Mr H.M. Dalaya 2] The problem The biggest challenge facing the Kaira dairy then was the surplus milk being produced by its farmers in the `flush' winter season, for which there were no takers.

3]The experiment Mr Dalaya had even seen a small experimental powder plant at Larsen & Toubro's factory.. Mr Dalaya and Dr Kurien went to the factory and met its manager, who agreed to loan it to them. They used this plant to demonstrate to UNICEF officials that milk powder can be made from buffalo milk, after which the UNICEF decided to fund their proposed powder plant. 4] the Niro Atomiser, the worlds first sprayer-dryer designed for buffalo milk, installed at Kheda dairy in October 1955. Today, not only powder, producing even cheese or baby food from buffalo milk is no big deal. 5] The Amul revolution It started as awareness among the farmers. Later it grew and matured into a protest movement that was channeled towards economic prosperity. 6] Impact of the "Amul Model The effects of Operation Flood Programme are more appraised by the World Bank in its recent evaluation report. An incremental return of Rs. 400 billion annually have been generated by an investment of Rs. 20 billion over a period of 20 years. This has been the most beneficial project funded by the World Bank anywhere in the World. 7] AWARDS The Food Brand Amul has received various awards such as the Rajiv Gandhi National Quality Award in 1999, the Ramkrishna Bajaj National Quality Award in 2003, the Green Globe Foundation award in 2012 and many other awards.

Slide4] About Amul 1] Amul Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.[2] The word Amul( ) is derived from the Sanskritword Amulya( ), meaning invaluable. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. 2] Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat.[4]
3]

India's White Revolution,

Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.[5] In the process Amul became the largest food brand in India and has also ventured into markets overseas. 4] largest exporter of dairy products Amul became the world's largest vegetarian cheese and the largest pouched-milk brand. AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products . 5]Amul's product range Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi, Yoghurt, Buttermilk, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Amul Pro brand , India's first sports drink Stamina , mithaimate , Kool Koko and others. Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007 6] Amul products' mascot Since 1967[22] Amul products' mascot has been the very recognisable "Amul baby" or Amul girl (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul. 7] ad campaign for Amul In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS who designed an ad campaign as series of hoardings with topical ads, relating to day-to-day issues.[23] The campaign was widely popular and earned a Guinness world record for the longest running ad campaign in the world

Slide5] ] Manthan the movie 1] the story Manthan relates the story of a young urban group headed by a veterinary doctor, which is sent by an organization to a poor village in order to help start milk cooperative. 2] financed by farmers Dr Kurien suggested that he would make half the million milk farmers of Gujarat give two rupees each for this film. Thats how Manthan started. Upon its release, truckloads of farmers came to see 'their film, thus making it a box office success 3] the Churning Appropriately, the theme of "MANTHAN" is the churning up of the social structure when the milk cooperative movement erodes the power of traditional bosses in a village. 4] Awards and recognition It won two National Film Awards and one filmfare award

1977 National Film Award for Best Feature Film in Hindi 1977 National Film Award for Best Screenplay: Vijay Tendulkar 1977: Filmfare Award for Best Female Playback Singer: Preeti Sagar 1976: Indian submission for the Academy Award for Best Foreign Language Film

5] the Amul song The song Mero Gham Kathaparey by Preeti Sagar became the Amul song.

Slide6] conclusion 1] Indian Dairy Association Indian Dairy Association was fortunate to have Dr. Kurien as its President from 1964 to 1965. Under his Presidency the Association progressed rapidly-he was a person who made the impossible seem plausible- such was his charisma and leadership 2] open farmer session He presided over and attended several Dairy Industry conferences organized by the IDA and advocated the practice of open farmer session in conferences, leading to direct interface with dairy farmers. 3]other responsibilities Besides pioneering the Cooperative movement in India, Dr. Kurien was also the Chairman of Gujarat State Electricity Board and NCDFI. He was the Chancellor of Gujarat Agricultural University and also of Allahabad University. After relinquishing office in 2006, Dr. Kurien had led a retired life in his beloved Anand 4]End of an era The legendary genius breathed his last at 1.15 am on 9th September 2012 at Nadiad in Gujarat. He is survived by his wife Molly, daughter Nirmala and grandson Siddhartha.As Dr Kurien is laid to rest one cannot help but remember Winston Churchills famous words: We make a living by what we get; we make a life by what we give