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Amul
Type Cooperative
Industry Dairy
Founded 1946
Headquarters Anand, India
Chairman, Kaira District Cooperative Milk
Key people
Producers' Union Limited. (KDCMPUL)
Products See complete products listing.
INR (Indian Rupee) 67.11 billion, $1.33
Revenue
billion USD (in 2008-09)
735 employees of Marketing Arm. However,
Employees real pool consist of 2.8 million milk
producers
Website www.amul.com
Contents
[hide]
• 1 GCMMF Today
• 2 Company info
• 3 The Birth of Amul and development of India’s Dairy Cooperative Movement
• 4 The Three-tier "Amul Model"
• 5 Impact of the "Amul Model"
• 6 Achievements of the "Amul Movement"
• 7 Achievements of GCMMF
○ 7.1 Amul Brand Building
• 8 Products
• 9 Mascot
• 10 Advertising
• 11 Rivals
• 12 In popular culture
• 13 References
• 14 External links
An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in
between George Fernandes and Atal Behari Vajpayee.
Its advertising has also started using tongue-in-cheek sketches starring the Amul baby
commenting jovially on the latest news or current events. The pun in her words has been popular.
Amul outdoor advertising uses billboards, with a humorous take on current events and is updated
frequently. The Amul ads are one of the longest running ads based on a theme, now vying for the
Guinness records for being the longest running ad campaign ever with Smokey Bear. Sylvester
da Cunha was the managing director of the advertising agency, ASP, that created, in 1967, the
campaign.
[edit] Rivals
The success of Amul resulted in similar organizations being setup by state governments
throughout India, most of which had reasonable success. Examples are Milma in Kerala, Vijaya
in Andhra Pradesh, Aavin in Tamil Nadu, K.M.F (Nandini) in Karnataka, Sudha in Bihar, Omfed
in Orissa, saras in Rajasthan, Parag in Uttar Pradesh, Verka in Punjab, Aanchal in uttaranchal,
Vita in Haryana and others.[citation needed]
Other co-operative rivals of Amul include National Dairy Development Board (NDDB) (with its
Mother Dairy and Sugam brands). With Amul entering the sports drink market, its rivals now
include Coca Cola and PepsiCo.[citation needed]
[edit] In popular culture
The establishment of Amul is also known as White Revolution. The White Revolution of India
inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it.
The film starred Smita Patil, Girish Karnad, Naseeruddin Shah and Amrish Puri. The film itself
was financed by over five lakh rural farmers in Gujarat who contributed Rs 2 each to the film'š
budget. Upon its release, these same farmers went in truckloads to watch 'their' film, making it a
commercial success.[10][11], the film was chosen for the 1977 National Film Award for Best
Feature Film in Hindi. The Amul success story is taken up as a case study in marketing in many
premier management institutes across the world.
The White Revolution ushered an era of plenty from a measly amount of milk production and
distribution. Aside from the great measurable success that this project was, it also demonstrated
the power of "collective might". A small set of poor farmers of Kheda district in Gujarat had the
vision and foresight to act in a way that was good for the society and not for the self alone.
[edit] References
1. ^ http://www.amul.com/products.html
2. ^ The Amul Story - General Management Review
3. ^ Alexander Fraser Laidlaw. Cooperatives and the Poor. A development study prepared
for the International Cooperative Alliance and the Canadian International Development
Agency, 1977.
4. ^ Economic Times
5. ^ Amul's sales turnover
6. ^ Amul hopes to flow into Japanese market
7. ^ http://www.synovate.com/news/article/extra/20070824/Asia's%20Top
%201000%20brands%20fact%20sheet.pdf
8. ^ Amul ready to take on Pepsi, Coke in sports drink segment
9. ^ The Amul Mascot Story - Amul's website
10. ^ NDTV movies NDTV.
11. ^ Shyam Benegal at ucla.net South Asia Studies, University of California, Los
Angeles(UCLA).
[edit] External links
• Official website
• History of Amul
• amul.tv
• [1]
Retrieved from "http://en.wikipedia.org/wiki/Amul"
Categories: Cooperatives in India | Companies established in 1946 | Companies based in Gujarat
| Ice cream brands | Economy of Gujarat | Dairy products companies of India | Indian brands
Hidden categories: Articles with a promotional tone from September 2009 | All articles with a
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