Amul spurred India’s White Revolution which made the country the world’s largest producer of milk and milk products. In the process, Amul became the largest food brand in India and has further ventured into markets overseas. Amul began its journey in 1946 and has inspired the nation in the Dairy Cooperative Movement to put India as the largest milk producing nation in the world. The brand Amul is known worldwide today and, in India, a household name.
BLAZE TO BRILLIANCE
Amul grew from strength to strength. In 1965, the National Dairy Development Board was set up with the basic objective of replicating the Amul model.
Amul is a symbol of high-quality products sold at reasonable prices, of the genesis of a vast cooperative network, of the triumph of indigenous technology, of the marketing savvyness of a farmers’ organisation and of a proven model for dairy development.
ENGAGEMENT THAT ENTHRALLS
The Amul model has helped India to emerge as the largest milk producer in the world. More than 15 million milk producers pour their milk in 1,44,500 dairy cooperative societies across the country. Their milk is processed in 184 District Co-operative Unions and marketed by 22 State Marketing Federations, ensuring a better life for millions.
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 le
vel which, in turn, is federated into a milk federation at the state level. Milk is collected at the village dairy society. It is procured and processed at the District Milk Union. Milk and dairy products are marketed by the state milk federation. The structure was evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood programme.
It is known as the ‘Amul Model’ or ‘Anand Pattern’ of dairy cooperatives.
Besides adhering to global standards and Indian regulations on food safety, the model takes into account assessment of social compliance and organisational improvement initiatives. India’s largest food products marketing organisation, Amul, is a symbol of a vast cooperative network’s success. It is a beloved brand for millions of consumers around the world.
1. It all began when milk became a symbol of protest
2. Founded in 1946 to stop the exploitation by middlemen
3. Inspired by the freedom movement