Amul’s rise from a small co-op in Anand, Gujarat to becoming the ‘Taste of India’ is a powerful example of how local efforts can spark a nationwide revolution.
district of Gujarat were exploited by local traders and agents through unfair and manipulative practices.
Frustrated with these unfair trade practices, the farmers and Tribhuvandas Patel approached Sardar Vallabhbhai Patel, who advised them to form a dairy co-operative society. Vallabhbhai sent Morarji Desai to solve the concerns of farmers and assist them in establishing a co-operative society.
Under the guidance of Morarji Desai and Tribhuvandas Patel, farmers established the Kaira District Co-operative Milk Producers Union Ltd.
Initially, milk collection was decentralised because most farmers were marginal, able to deliver only 1-2 litres of milk per day. By June 1948, the union started milk pasteurisation for the Bombay Milk Scheme.
In 1949, Dr. Verghese Kurien took over as the General Manager of the co-operative, overseeing its technical operations and marketing strategy.
In 1955, the brand name ‘Amul’ was officially adopted, which is an acronym for ‘Anand Milk Union Limited’.
In 1966, Amul hired Sylvester daCunha to design an ad campaign for Amul Butter. Kurien suggested creating a mischievous little girl as a mascot to capture the attention of housewives in the country. The ad also earned a Guinness World Record for the longest-running ad campaign in the world.
Dr. Verghese Kurien, known as the Father of the White Revolution in India, proposed a program to boost milk production and link farmers nationwide. Launched in 1970, the White Revolution aimed to increase milk output and connect the farmers across India. The movement also ensured farmers and consumers trade milk at a fair price and reduce poverty.
In 1973, Amul was transferred to the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). Tribhuvandas served as chairman until his retirement in the 1970s. Verghese Kurien became the chairman of Amul in 1994.
Later, Amul expanded through the collaborative efforts of Verghese Kurein and H.M. Dalaya. Dalaya is honoured for developing skim milk powder from buffalo milk, a major breakthrough for India’s dairy industry. With Dr. Kurien’s support, this innovation was scaled commercially and led to the establishment of the first modern dairy co-operative in Anand.
The success of the dairy co-operative was earning recognition, with the trio’s name: Tribhuvandas Patel, Verghese Kurien, and H.M. Dalaya
Later, five unions were established in districts including Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat in a similar pattern.
At present, GCMMF has become India’s largest food product marketing organisation with a turnover of $7.3 billion. It is owned by 3.64 million milk producer members across 18,600 village milk co-operative societies, producing approximately 35 million litres of milk per day
Amul has become India’s most trusted brand with its expanding product portfolio, including fresh milk, bread spreads, cheese, beverages, paneer, dahi, ghee, Indian sweets, and many more.
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