I prefer Amul because it has a pure taste of India. The year 1946. Gujarat. The seat of an epic struggle.
The air is rife with a cry for liberation. A revolution is in the making. A young man reared in the Gandhian tradition is in the thick of a nationalist movement, organizing farmers. It all started from here. History.
Look, there he is, our Tribhuvan Das Patel. There he goes with the grievances of the farmers to meet Vallabhbhai Patel. There is only one solution to this, Tribhuvan. To remove Paulson.
Dairy should belong to you. Your own cooperative dairy, so that the profits, instead of going to the middlemen, should go to all of you. Born out of a dream, a dream for the economic liberation of the farmers, the protest movement gained strength and matured into a mass movement.
The battle lines were drawn, the mighty British Empire against a handful of farmers. All of you think very carefully. If you are prepared for risks and losses, then I am ready to stand by all of you.
Vallabhai, instead of dying bit by bit every day, we would rather die only once. This revolutionary idea brought under its fold visionaries like Sardar Patel. the Ironman of India, and Morarji Desai, then Freedom Fighter, and later to be Prime Minister of India.
Brothers, first and foremost, in every village of Kedah district, a cooperative milk society will be formed. For these societies, a district union in Anand will be formed. And our third proposal, to become the member of this union, any kind of caste, creed, custom, religion, or being rich or poor will not be the barrier.
Our fourth and final proposal would be the condition. that the Bombay government should agree to buy milk from us. This means from our cooperatives. If they do not agree to buy milk from us, then we will rebel against it. No cooperation, no progress.
No cooperation, no progress. The call for a full-scale rebellion thundered through the heart of Gujarat. Milk collection came to a grinding halt.
halt. The Pulsandheri was on the verge of collapse. On the 15th day of the strike, the British had to buckle. If you people did not finish the strike within 24 hours, So sir, action is a necessity.
Truth is the truth, truth is the truth. Milk Commissioner sir, Khurodi sir, what action will the government take? Hey! Milk is family, rights, business. Milk is tolerance, kindness, weapons.
Milk is happiness, sadness, hunger, thirst and love. Milk is dream, answer, question and answer. Let us accept their demands. Are you out of your mind?
No, sir. They are. Let them be corporatives.
Let's see how many days they will run. This is not Denmark or New Zealand, sir. This is India. Kera district is a remote area in Gujarat, sir.
These are illiterate people who don't even know English. What cooperative will they run? You will see, sir.
They don't even have a cooperative door. Yes, I think you could be right. Okay? Okay?
revolution, placed all his trust in the simple farmers. Co-ops to a fellow like me is a matter of faith. It is almost a religion.
And unless you have faith, certain things cannot be done. What started off as a humble farmer's cooperative grew to become Amul, a brand built by the farmers, a brand truly Indian. From the milk delivered at your door to the smiling faces of the rural women is a magical journey that has taken India to the milestone of being the world's largest milk producer. Each day here is a revelation of how the Amul wheel set in motion in a village like this travels many terrains across the country to reach your home thousands of automatic milk collection systems at village societies capture member information milk fat content and the amount payable to each farmer transaction that once took almost a month is over in a matter of seconds from dawn to dusk this winding line steadily flows forward and fresh milk continues to make its way on its never-ending journey of health and happiness.
The unimaginable happens tirelessly every day with clockwork precision. The milk collected from more than 3 million farmers across 15,000 villages is tested, graded and transported over 1,500 routes to more than 40 dairy plants. At the processing plants, the milk is once again tested.
tested for quality, processed and packaged. The work reaches a frenzied pitch as milk pouches are sorted and loaded onto the milk delivery vans. Thus begins the exciting but tireless journey across the length and breadth of the country into the hearts and homes of India.
The vans travel through the night, arriving in the wee hours of the morning, right on time, so that you can savour your morning cup of tea, blissfully unaware of the amazing dreams of the future. drama behind this packet of milk Amul follows an innovative three-tier organization structure known as the Anand Pattern that marries the productive genius of farmers with professional management and modern technology. The replication of the Anand pattern across the country led to the success of Operation Flood. This heralded what is known as the White Revolution and India emerged as the world's largest milk producing nation. At Amul, every single drop of milk brought in by the villagers is used to create something exceptional for the consumer.
It is not just about diversifying into new products. It is more about their relevance in people's lives and on the economic independence they bring the farmers. The aim is to cater to the needs of the customer with value-added products without a fancy price tag.
Here, quality is a way of life. At every level in this massive collection, processing and distribution network, the highest standards of hygiene are maintained. The 2.5 million litre per day Madhya Dairy Plant at Gandhinagar, India's most modern dairy, has set the standards of excellence in processing and packaging. The easy to use, convenient Tetra Pak was is introduced to give the cooperative dairy a competitive edge.
Amul houses Asia's biggest powder milk plant. It was at Amul that for the first time in the world, buffalo milk was processed, a memorable landmark in the Amul movement. The Gujarat Cooperative Milk Marketing Federation or GCMMF runs on the binding principle that it exists solely because of the farmers.
Its future inextricably linked to their future. Here boardroom decisions are made keeping a social mission in mind. The Amul girl with her tongue-in-cheek observations underlines this philosophy in a light-hearted spirit. Amul is constantly reinventing and nourishing its brand equity in a fashion that no marketing guru or book can ever teach.
Millions today consume Amul. It has transcended its myriad product forms and endeared itself into the heart of India. And now, an innovative concept called the Amul Parlours. These trendy spaces have become lifestyle hubs for the young and the old to experience and enjoy the range of Amul products, all under one roof.
Every day, Amul collects milk from more than 3 million farmers, converts it into branded packaged products and delivers them to over 1 million retail outlets. across the country as one of the finest distribution networks in the country it ensures the same quality of product is available at the farthest corners of the nation from the scenic dull lake in kashmir north india to the quiet backwaters of kerala in southern india I've been using Amul for the last five to six months. It's been fantastic.
It's very handy to have in the cupboard. It's been great. Amul butter is the best in Singapore.
Since we launched the Amul product in Singapore, it's doing wonders. We are selling more than 370,000 litres per month. Most of our clients are foreigners, Indians, and all of them love the Amul product in Singapore.
I've been using Amul since I've been in Dubai and it's really good stuff. Our 57 outlets, we are promoting Amul products. As an Indian, I am very proud to say that the taste of Amul is accepted, not only Indians, but also the local Arabs. How does a collective of farmers create a brand that becomes iconic?
A brand that is truly the taste of India. Though a major global player, Amol is deeply rooted in the farming community. For every rupee earned in sales, 80 paise goes back to the farmers. In this value chain, cattle is of utmost importance and is nurtured and reared with care. Mobile veterinary vans are a common sight here, rendering crucial animal health care at the farmer's doorstep.
Artificial insemination has maintained a high breeding rate. breed of cattle. The feed concentrate manufactured in the cattle feed plant provides a nutritious feed rich in proteins. This balanced diet has ensured a higher yield and increased the quality of milk.
which reflects in the products made. At Amul, people matter. The 3 million villagers who provide milk are the proud owners of this 4 billion litre cooperative.
Amul is indeed a brand with a difference. A brand whose history is synonymous with Indian independence. A brand that has transformed the lives of millions and continues to do so by training young minds in the spirit of the movement.
For more than 30 years now, The Institute of Rural Management, IRMA, has been nurturing young minds, along with the Vidya Dairy, which imparts hands-on training. Together, they serve as the intellectual and managerial backbone of Amol. Amol is the reason for her lingering smile, that represents the best of family life, that translates into education and emancipation for these girls, that uplifts them. giving them the power to direct their destiny.
The success of Amul has gone far beyond the utterly butterly. I am like God. TV, car, tempo, big house, telephone. Milk knows no class, caste or creed.
It began as a symbol of protest. It grew to become a symbol of self-reliance for the farmers. To the women folk, milk means economic independence. For the children, Amul brings warmth and laughter into their lives.
For the nation, it has created a brand that has become a symbol of trust. Amul is as Amul does. Amul, the taste of India. A toast to the world.