Amul: A Revolutionary Journey

Initial Situation

• Amul is more than a brand, it's a part of Indian life.
• An economic lifeline for over 3.6 million farmers.
• Farmers were distressed by exploitation from the Polson company.

Beginning of the Revolution

• The revolution began in the 1940s in Anand village, Gujarat.
• Farmer exploitation increased under the British government's Bombay Milk Scheme.
• Farmers didn't have any other option to sell milk.

Cooperative Model

• Sardar Vallabhbhai Patel suggested the cooperative committee.
• Leadership was entrusted to Morarji Desai.
• In 1946, farmers went on strike and formed their own cooperative union.

Establishment of Amul

• Kaira District Cooperative Milk Producers Union Limited was established.
• By 1948, 432 farmers were supplying 5,000 liters of milk daily.

Role of Dr. Verghese Kurien

• Dr. Kurien arrived for technical solutions.
• Developed the technology to produce milk powder from buffalo milk.
• In 1955, Asia's largest milk plant was established.

Identity of the Amul Brand

• The name "Amul" is derived from the abbreviation of "Anand Milk Union Limited."
• Contribution of the Amul Girl and advertisements to brand identity.

Expansion and Challenges

• Expansion of Amul's product portfolio in the 1980s and 1990s.
• Strong measures to tackle counterfeit products.
• Achieved a turnover of 2 billion dollars in 2010-11.

COVID-19 and Current Situation

• During the pandemic, Amul increased its revenue.
• Currently maintains direct contact with 3.6 million farmers.

Conclusion

• Amul is a story of the struggle and hard work of farmers.
• Represents a revolutionary change in the Indian dairy industry.

Amul's story is an exemplary illustration of how a cooperative model not only transformed the lives of farmers but also changed the face of the nation's dairy industry.