Amul india story pdf

This case study on Amul discusses the history of Amul, its business model, revenue, and the key factors behind Amul's success. GCMMF , a cooperative body that comprises 3. Amul started India's White Revolution that made India the world's biggest maker of milk and milk products.

Amul was founded by Tribhuvandas Patel under the direction of Sardar Vallabhbhai Patel , the first deputy prime minister of India. Tribhuvandas headed the organization until his death in the 70s. He spoke to Dr. Verghese Kurien in and persuaded Dr. Kurien to assist in the mission of the White Revolution.

Verghese Kurien is widely considered the founder of Amul. May 9, - On the occasion of Mother's Day, Amul dedicated a new doodle to all the mothers. It features Amul's mascot feeding milk to a child in a bottle. May 7, - The suspension of IPL attracted a series of memes across various platforms.

Amul hopped on this trend and shared a topical on this regard that has gone viral all over the internet. The creative topical of Amul reads - I ndia P ostpones L eague!

March 11, - Amul submitted a plan to The Government of India with an aim to make India a global hub for mozzarella cheese exports that are made from buffalo milk.

It is planning to invest around INR crore. Today, it is jointly owned by 36 lakh milk producers in Gujarat, and the apex body of 13 District Milk Unions spread across 13, villages of Gujarat. Here's a brief analysis of Amul's history and how Amul contributed to the White Revolution. Amul cooperative was registered on 19 December as a reaction to the exploitation of local milk producers by the dealers and the agents of the main dairy of that time, the Polson dairy.

The price of milk was randomly determined. The government had given monopolistic rights to Polson to collect milk from Kaira dairy farmers and supply it to the city of Mumbai. Agitated by this treatment, the farmers of Kaira approached Sardar Vallabhbhai Patel under the administration of their leader Tribhuvandas K. Sardar Patel advised them to frame an organization, i. He sent Morarji Desai to sort out the issues faced by the farmers.

Milk collection was decentralized as most of the makers were minor farmers who could provide 1—2 liters of milk each day. Cooperatives were framed for every town.

The cooperative was additionally created and headed by Dr. Verghese Kurien with H. Dalaya's innovation of making skimmed milk powder from buffalo milk for the first time in the world and then making it on a commercial scale with Kurien's help led to the first modern dairy of the cooperative at Anand Gujarat.

It competed against many established market players. Within a short period, the success at the cooperative's dairy spread to Anand's neighborhood in Gujarat. Thus, five unions in other districts like Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were set up by following the approach sometimes referred to as the 'Anand pattern'. In , the White Revolution of India began.

GCMMF , an apex marketing body of these district cooperatives, was set up to combine forces and expand the market while saving on advertising and avoiding internal competition. Its objective was to provide proper marketing facilities for the milk producers of the district. The Union began pasteurizing milk in June , for the Bombay Milk Scheme — just a handful of farmers in two village co-operative societies producing about liters a day.

An assured market proved a great incentive to the milk producers in the district. By the end of , farmers had joined village societies, and the quantity of milk handled by the Union had increased to liters a day. In the early stages, rapid growth brought in its wake serious problems. Their solution provided the stimulus for further growth.

For example, as the co-operative movement spread in the district, it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Union in winter, when buffaloes yielded an average of 2.

Thus by , the farmer-members had no regular market for the extra milk produced in winter. They were again forced to sell a large surplus at low rate to middlemen. The only remedy was to set up a plant to process the extra milk into products like butter and milk powder.

The logic of this step was readily accepted by the Government of Bombay and the Government of India, except for a few doubting Thomases. Technical aid was provided by F. Its foundation stone was laid by the then President of India the late Dr.

Rajendra Prasad on November 15, The project was completed by October 31, , on which day the late Pandit Jawaharlal Nehru, the then Prime Minister of India, declared it open. Afterward, five unions in other districts Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were set up.

Technological improvements at Amul have spread to different parts of India. In the course of the last five and a half decades, dairy cooperatives in Gujarat have made a financial system that connects more than 3. Amul hired Sylvester da Cunha, to design a campaign as a series of hoardings with topical ads, relating to day-to-day issues for Amul Butter, in DaCunha earned a Guinness world record for the longest-running ad campaign in the world.

Cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar had been involved with Amul for sketching the ads. Dabholkar acknowledged administrator Verghese Kurien for making a free climate that cultivated the advancement of the advertisements. It encounters several political pressure, including commenting on the Naxalite uprising in West Bengal, the Indian Airlines employees strike, and depicting the Amul girl wearing a Gandhi cap.

It essentially talked about how their Milk is viewed as a family item with an infectious tune related to it.

It has near 2 Million perspectives on YouTube. Amul is the biggest exporter of dairy items in the nation and it is accessible in more than 40 nations. Growth in consumer pack exports has been credible and we have consolidated our exports.

Pritish Raj is a content writer at Next Big Brand. Everywhere we went somehow or the other the campaign always seemed to crop up in our conversation. Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from strategically placed hoardings at many traffic lights.

How often have we stopped, looked, chuckled at the Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka dotted dress and a red and white bow, holding out her favourite packet of butter.

For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. The ultimate compliment to the butter came when a British company launched a butter and called it Utterly Butterly, last year.

It all began in when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter, which had been launched in , had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads.

One of the first Amul hoardings. In India, food was something one couldn't afford to fool around with. It had been taken too seriously, for too long. Sylvester daCunha decided it was time for a change of image. The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. The Amul girl who lends herself so completely to Amul butter, created as a rival to the Polson butter girl.

This one was sexy, village belle, clothed in a tantalising choli all but covering her upper regions. And who better than a little girl? And so it came about that the famous Amul Moppet was born. That October, lamp kiosks and the bus sites of the city were splashed with the moppet on a horse.