261:
1392:
377:" of India. To combine forces and expand the market while saving on advertising and avoiding competing against each other, the Gujarat Co-operative Milk Marketing Federation Ltd., an apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul with it since 1955, transferred it to GCMMF. Technological developments at Amul have subsequently spread to other parts of India.
47:
308:, the farmers formed the cooperative and resolved not to provide Polson with any more milk. Milk collection was decentralised, as most producers were marginal farmers who could deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each village. By June 1948, the KDCMPUL had started pasteurising milk for the Bombay Milk Scheme. Then-Prime Minister
163:
399:
the longest-running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat
Dabholkar were involved in sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the development of the ads.
425:
On 17, 2016, the Amul Butter Girl celebrated 50 years since she first appeared in the topical ad, titled "Thoroughbred". The ad showed a jockey holding a slice of bread during the horse race season in 1966. The impish Amul girl had appeared for the first time even before that, with
Eustace Fernandez
402:
Despite encountering political pressure on several occasions, daCunha's agency has made it a policy not to back down. Some of the more controversial Amul ads include one commenting on the
Naxalite uprising in West Bengal, one on the Indian Airlines employees' strike, and one depicting the Amul girl
398:
In 1966, Amul hired
Sylvester daCunha, the managing director of an advertising agency, to design an ad campaign for Amul Butter. DaCunha created an operation consisting of a series of hoardings featuring topical ads related to day-to-day issues. It was popular and earned a Guinness World Record for
1025:
If there was one technological breakthrough that revolutionized India's organized dairy industry, it was the making of skim milk powder out of buffalo milk. The man who made this possible and who had the foresight to defy the prevailing technical wisdom was H. M.
1270:
244:
in 1949, initially as the general manager, where Kurien guided the technical and marketing efforts of the cooperative. Kurien briefly became the chairman of Amul following Patel's death in 1994, and is credited with the success of Amul's marketing.
479:
on it. The film was financed by over five lakh (half a million) rural farmers in
Gujarat, who contributed ₹2 each to its budget. Upon its release, these farmers went in truckloads to watch 'their' film, making it a commercial success.
1206:
342:
With Kurien's help, the process was expanded on a commercial scale, which led to the first modern dairy cooperative at Anand. This cooperative would go on to compete against the established players in the market.
1260:
433:
had an excellent response from the audience. It spoke about how their milk is seen as a household product, with a catchy tune associated with it. It has over 39 lakh (3.9 million) views on YouTube.
591:
Cooperatives and the Poor: A View from Within the
Cooperative Movement : a Development Study Prepared for the International Cooperative Alliance and the Canadian International Development Agency
971:
316:
to inaugurate Amul's cattle feed factory. On
October 31 October 1964, he spoke to farmers about their cooperative. After returning to Delhi, he set in motion the creation of an organisation, the
563:
346:
The success of the trio (T. K. Patel, Kurien, and Dalaya) at the cooperative's dairy soon spread to Anand's neighbourhood in
Gujarat. Within a short span, five unions in other districts—
821:
297:, who advised them to form a cooperative. If they did so, they would be able to directly supply their milk to the Bombay Milk Scheme instead of working for Polson. Sardar Patel sent
1198:
278:
Amul was founded on
December 19, 1946 as a response to the exploitation of small dairy farmers by traders and agents. At the time, milk prices were arbitrarily determined, giving
1412:
320:(NDDB), to replicate the Kaira cooperative in other parts of India. Under the leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th anniversary with Morarji Desai,
1176:
1293:
485:
1318:
1442:
729:
814:"Amul's world's biggest vegetarian cheese brand exports cheese to the US, Middle East, Singapore, Hong Kong with sales estimated to touch 600 tonne in 2005"
1462:
1432:
967:
1136:
628:
526:
921:
552:
1006:
854:
692:
813:
1447:
1417:
1350:
1012:
698:
381:
1452:
760:
447:. Since Phoenix is a vegan, Amul faced criticism from vegans in India and PETA for the poor knowledge of his vegan activism and life.
898:
455:
1168:
426:
showing her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul butter".
1407:
317:
1457:
252:, which made the country the world's largest producer of milk and milk products, and has since ventured into overseas markets.
553:"Gujarat Co-operative Milk Marketing Federation (AMUL) achieves a turnover of Rs. 52000 crore 7billion crores with 17% growth"
860:
595:
260:
1467:
1083:
1232:
651:
290:
268:
237:
1427:
17:
790:
1422:
489:
1328:
339:
powder from buffalo milk was a technological breakthrough that revolutionised India's organised dairy industry.
374:
294:
721:
1113:
1146:
618:
1437:
411:
332:
272:
1261:"Amul smears butter on vegan Joaquin Phoenix's face in an ad celebrating Oscar win, gets slammed by PETA"
929:
623:
240:
founded the organisation in 1946 and served as its chairman until his retirement in the 1970s. He hired
31:
359:
351:
1358:
309:
289:
Frustrated with the trade practices (which they perceived as unfair), the farmers of Kaira, led by
189:
1228:
109:
1002:
894:
850:
688:
442:
994:
682:
451:
415:
752:
1265:
438:
325:
264:
249:
241:
201:
1391:
313:
279:
231:
119:
1401:
917:
470:
419:
321:
298:
336:
46:
888:
844:
589:
331:
The cooperative was further developed through the efforts of
Verghese Kurien and
282:
an effective monopoly in milk collection from Kaira and its subsequent supply to
227:
196:
142:
71:
1072:
1238:
659:
55:
1141:
506:
407:
393:
1199:"In pics Fifty years on, Amul's 'utterly butterly' girl is still a delight"
753:"Kurien strode like a titan across the bureaucratic barriers and obstacles"
1073:"Annex iv: list of award winners of Rajiv Gandhi national quality awards"
782:
355:
305:
475:
441:
with butter after his academy award win for his role in the 2019 film,
410:, implying that "freedom of choice" died in 2013, in opposition to the
347:
995:"India' s Milk Revolution: Investing in Rural Producer Organizations"
283:
1294:"Amul pays tribute to 'Rock Goddess' Maya Neelakantan - CNBC TV18"
501:
437:
In February 2020, Amul posted a picture of the Amul girl treating
363:
230:, Gujarat Cooperative Milk Marketing Federation (GCMMF), based in
81:
1109:
1323:
366:– were set up, following the approach sometimes described as
846:
Operation Flood: An Appraisal of Current Indian Dairy Policy
30:
This article is about the cooperative. For other uses, see
527:"Amul group's turnover crosses Rs 72,000 crore in 2022-23"
1385:
27:
Indian state government owned dairy cooperative society
454:, a ten-year-old Guitar prodigy who auditioned at the
18:
Kaira District Co-operative Milk Producers' Union
968:"Remembering Verghese Kurien – India's first milkman"
234:. GCMMF is controlled by 3.6 million milk producers.
1169:"Brands peek out of the closet – The Times of India"
1110:"The moppet who put Amul on India's breakfast table"
1001:. Washington D.C., USA: The World Bank. p. 47.
617:
Singh, Govind; Rosencranz, Armin (20 October 2021).
214:
1038:"Economic and political weekly, Volume 6, Part 4".
209:
188:
176:
157:
149:
136:
126:
115:
105:
87:
77:
67:
53:
951:Thapar, Romila (2001). "Seminar, Issues 497–508".
486:National Film Award for Best Feature Film in Hindi
1351:"Manas: Culture, Indian Cinema- Shyam Benegal"
997:. In Narayan, Deepa; Glinskaya, Elena (eds.).
406:In 2013, Amul tweeted a picture featuring the
1269:. Indo Asian News Service. 12 February 2020.
999:Ending Poverty in South Asia: Ideas that work
8:
1413:Food and drink companies established in 1946
687:. New Delhi: Tata Mc-Graw Hill. p. 65.
39:
1390:
912:
910:
380:In 1999, it was awarded the "Best of All"
373:In 1970, the cooperative spearheaded the "
38:
1082:. New Delhi: Bureau of Indian Standards.
1237:Amul The Taste of India (10 July 2015),
469:The White Revolution inspired filmmaker
259:
882:
880:
878:
518:
763:from the original on 12 September 2012
569:from the original on 18 September 2020
226:is an Indian dairy brand owned by the
1273:from the original on 12 February 2020
1179:from the original on 13 December 2013
7:
1443:Indian companies established in 1946
1209:from the original on 23 January 2023
1089:from the original on 2 December 2014
974:from the original on 21 October 2021
751:Dasgupta, Manas (9 September 2012).
824:from the original on 5 October 2017
631:from the original on 3 January 2023
382:Rajiv Gandhi National Quality Award
1463:Agricultural cooperatives in India
1135:Rao, Subha J. (15 December 2007).
588:Laidlaw, Alexander Fraser (1977).
172:(US$ 8.6 billion) (2023)
25:
1433:Dairy products companies of India
1292:Baruah, Akashdeep (8 July 2024).
1116:from the original on 13 June 2011
1015:from the original on 9 March 2023
863:from the original on 4 April 2023
793:from the original on 9 March 2023
732:from the original on 2 April 2019
722:"V. Kurien: India's White Knight"
720:Misra, Udit (10 September 2012).
701:from the original on 9 March 2023
598:from the original on 4 April 2023
184:3.6 million (milk producers)
1240:Amul Milk – Aage Badta Hai India
1145:. Chennai, India. Archived from
335:. Dalaya's innovation of making
318:National Dairy Development Board
162:
161:
45:
1327:. 8 August 2007. Archived from
893:. New Delhi: Tata McGraw-Hill.
414:overruling the judgment of the
182:1,000 (officers and employees)
1:
1040:Economic and Political Weekly
388:Promotion & Advertisement
1058:The Cheese Industry in India
450:In July 2024, Amul featured
269:Tribhuvandas Kishibhai Patel
238:Tribhuvandas Kishibhai Patel
1448:Dairy cooperatives in India
849:. Oxford University Press.
652:"General Management Review"
1484:
1418:Companies based in Gujarat
1319:"Phalke award for Benegal"
391:
29:
1453:Brand name dairy products
993:Kurien, Verghese (2007).
490:24th National Film Awards
301:to organise the farmers.
44:
295:Sardar Vallabhbhai Patel
250:India's White Revolution
40:Anand Milk Union Limited
1408:Cooperatives in Gujarat
1071:Shrawan (29 May 2013).
843:George, Shanti (1985).
304:Following a meeting in
1458:Dairy farming in India
922:"The magic of manthan"
887:Heredia, Ruth (1997).
812:Srinivas, Nidhi Nath.
681:Heredia, Ruth (1997).
473:to base his 1976 film
431:Aagey Badhta Hai India
412:Supreme Court of India
403:wearing a Gandhi cap.
275:
273:Harichand Megha Dalaya
93:; 77 years ago
619:"Cows and their milk"
263:
91:14 December 1946
32:Amul (disambiguation)
1468:Asian chocolate bars
890:The Amul India story
684:The Amul India Story
457:America's Got Talent
1355:www.sscnet.ucla.edu
1205:. 16 October 2016.
932:on 11 November 2006
310:Lal Bahadur Shastri
228:cooperative society
178:Number of employees
145:(managing director)
41:
1428:Economy of Gujarat
1173:The Times of India
1149:on 8 November 2012
818:The Economic Times
759:. Chennai, India.
531:The Indian Express
465:In popular culture
418:and criminalising
291:Tribhuvandas Patel
276:
110:Tribhuvandas Patel
1008:978-0-8213-6876-3
856:978-0-19-561679-8
694:978-0-07-463160-7
368:the Anand pattern
221:
220:
16:(Redirected from
1475:
1423:Ice cream brands
1394:
1389:
1388:
1386:Official website
1371:
1370:
1368:
1366:
1361:on 5 August 2012
1357:. Archived from
1347:
1341:
1340:
1338:
1336:
1315:
1309:
1308:
1306:
1304:
1289:
1283:
1282:
1280:
1278:
1257:
1251:
1250:
1249:
1247:
1225:
1219:
1218:
1216:
1214:
1195:
1189:
1188:
1186:
1184:
1165:
1159:
1158:
1156:
1154:
1132:
1126:
1125:
1123:
1121:
1105:
1099:
1098:
1096:
1094:
1088:
1077:
1068:
1062:
1061:
1054:
1048:
1047:
1035:
1029:
1028:
1022:
1020:
990:
984:
983:
981:
979:
970:. businessline.
963:
957:
956:
948:
942:
941:
939:
937:
928:. Archived from
920:(8 April 2006).
914:
905:
904:
884:
873:
872:
870:
868:
840:
834:
833:
831:
829:
809:
803:
802:
800:
798:
783:"Dairy Articles"
779:
773:
772:
770:
768:
748:
742:
741:
739:
737:
717:
711:
710:
708:
706:
678:
672:
671:
669:
667:
658:. Archived from
647:
641:
640:
638:
636:
614:
608:
607:
605:
603:
585:
579:
578:
576:
574:
568:
557:
549:
543:
542:
540:
538:
523:
452:Maya Neelakantan
416:Delhi High Court
408:Amul Butter Girl
375:White Revolution
217:
171:
169:
165:
164:
101:
99:
94:
49:
42:
21:
1483:
1482:
1478:
1477:
1476:
1474:
1473:
1472:
1398:
1397:
1384:
1383:
1380:
1375:
1374:
1364:
1362:
1349:
1348:
1344:
1334:
1332:
1331:on 19 July 2011
1317:
1316:
1312:
1302:
1300:
1291:
1290:
1286:
1276:
1274:
1266:Hindustan Times
1259:
1258:
1254:
1245:
1243:
1236:
1233:Wayback Machine
1226:
1222:
1212:
1210:
1203:Hindustan Times
1197:
1196:
1192:
1182:
1180:
1167:
1166:
1162:
1152:
1150:
1134:
1133:
1129:
1119:
1117:
1107:
1106:
1102:
1092:
1090:
1086:
1075:
1070:
1069:
1065:
1060:. Chillibreeze.
1056:
1055:
1051:
1037:
1036:
1032:
1018:
1016:
1009:
992:
991:
987:
977:
975:
966:Gupta, Sharad.
965:
964:
960:
950:
949:
945:
935:
933:
916:
915:
908:
901:
886:
885:
876:
866:
864:
857:
842:
841:
837:
827:
825:
811:
810:
806:
796:
794:
781:
780:
776:
766:
764:
750:
749:
745:
735:
733:
719:
718:
714:
704:
702:
695:
680:
679:
675:
665:
663:
662:on 2 March 2004
649:
648:
644:
634:
632:
616:
615:
611:
601:
599:
587:
586:
582:
572:
570:
566:
555:
551:
550:
546:
536:
534:
525:
524:
520:
515:
498:
467:
439:Joaquin Phoenix
396:
390:
326:Verghese Kurien
265:Verghese Kurien
258:
242:Verghese Kurien
213:
202:Dudhsagar Dairy
183:
179:
167:
166:
139:
129:
97:
95:
92:
58:
35:
28:
23:
22:
15:
12:
11:
5:
1481:
1479:
1471:
1470:
1465:
1460:
1455:
1450:
1445:
1440:
1435:
1430:
1425:
1420:
1415:
1410:
1400:
1399:
1396:
1395:
1379:
1378:External links
1376:
1373:
1372:
1342:
1310:
1284:
1252:
1220:
1190:
1160:
1127:
1100:
1063:
1049:
1030:
1007:
985:
958:
943:
918:Suhrud, Tridip
906:
899:
874:
855:
835:
804:
774:
743:
712:
693:
673:
650:Gupta, Reeta.
642:
609:
580:
544:
533:. 1 April 2023
517:
516:
514:
511:
510:
509:
504:
497:
494:
466:
463:
461:in June 2024.
389:
386:
257:
254:
232:Anand, Gujarat
219:
218:
211:
207:
206:
205:
204:
199:
192:
186:
185:
180:
177:
174:
173:
159:
155:
154:
151:
147:
146:
140:
137:
134:
133:
130:
127:
124:
123:
120:Anand, Gujarat
117:
113:
112:
107:
103:
102:
89:
85:
84:
79:
75:
74:
69:
65:
64:
59:
54:
51:
50:
26:
24:
14:
13:
10:
9:
6:
4:
3:
2:
1480:
1469:
1466:
1464:
1461:
1459:
1456:
1454:
1451:
1449:
1446:
1444:
1441:
1439:
1438:Indian brands
1436:
1434:
1431:
1429:
1426:
1424:
1421:
1419:
1416:
1414:
1411:
1409:
1406:
1405:
1403:
1393:
1387:
1382:
1381:
1377:
1360:
1356:
1352:
1346:
1343:
1330:
1326:
1325:
1320:
1314:
1311:
1299:
1295:
1288:
1285:
1272:
1268:
1267:
1262:
1256:
1253:
1242:
1241:
1234:
1230:
1224:
1221:
1208:
1204:
1200:
1194:
1191:
1178:
1174:
1170:
1164:
1161:
1148:
1144:
1143:
1138:
1131:
1128:
1115:
1111:
1108:Varma, Mini.
1104:
1101:
1085:
1081:
1074:
1067:
1064:
1059:
1053:
1050:
1045:
1041:
1034:
1031:
1027:
1014:
1010:
1004:
1000:
996:
989:
986:
973:
969:
962:
959:
954:
947:
944:
931:
927:
923:
919:
913:
911:
907:
902:
900:9780074631607
896:
892:
891:
883:
881:
879:
875:
862:
858:
852:
848:
847:
839:
836:
823:
819:
815:
808:
805:
792:
788:
784:
778:
775:
762:
758:
754:
747:
744:
731:
727:
723:
716:
713:
700:
696:
690:
686:
685:
677:
674:
661:
657:
656:www.etgmr.com
653:
646:
643:
630:
626:
625:
624:The Statesman
620:
613:
610:
597:
593:
592:
584:
581:
565:
561:
554:
548:
545:
532:
528:
522:
519:
512:
508:
505:
503:
500:
499:
495:
493:
491:
487:
483:
478:
477:
472:
471:Shyam Benegal
464:
462:
460:
458:
453:
448:
446:
445:
440:
435:
432:
427:
423:
421:
420:homosexuality
417:
413:
409:
404:
400:
395:
387:
385:
383:
378:
376:
371:
369:
365:
361:
357:
353:
349:
344:
340:
338:
334:
329:
327:
323:
322:Maniben Patel
319:
315:
311:
307:
302:
300:
299:Morarji Desai
296:
293:, approached
292:
287:
285:
281:
274:
270:
266:
262:
255:
253:
251:
248:Amul spurred
246:
243:
239:
235:
233:
229:
225:
216:
212:
208:
203:
200:
198:
195:
194:
193:
191:
187:
181:
175:
160:
156:
153:Milk products
152:
148:
144:
141:
135:
131:
125:
121:
118:
114:
111:
108:
104:
90:
86:
83:
80:
76:
73:
70:
66:
63:
60:
57:
52:
48:
43:
37:
33:
19:
1363:. Retrieved
1359:the original
1354:
1345:
1333:. Retrieved
1329:the original
1322:
1313:
1301:. Retrieved
1297:
1287:
1275:. Retrieved
1264:
1255:
1244:, retrieved
1239:
1229:Ghostarchive
1227:Archived at
1223:
1211:. Retrieved
1202:
1193:
1181:. Retrieved
1172:
1163:
1151:. Retrieved
1147:the original
1140:
1137:"Punch guru"
1130:
1118:. Retrieved
1103:
1091:. Retrieved
1079:
1066:
1057:
1052:
1043:
1039:
1033:
1024:
1017:. Retrieved
998:
988:
976:. Retrieved
961:
952:
946:
934:. Retrieved
930:the original
925:
889:
865:. Retrieved
845:
838:
826:. Retrieved
817:
807:
795:. Retrieved
786:
777:
767:13 September
765:. Retrieved
756:
746:
736:11 September
734:. Retrieved
726:Forbes India
725:
715:
703:. Retrieved
683:
676:
664:. Retrieved
660:the original
655:
645:
633:. Retrieved
622:
612:
600:. Retrieved
590:
583:
571:. Retrieved
559:
547:
537:11 September
535:. Retrieved
530:
521:
481:
474:
468:
456:
449:
443:
436:
430:
429:Their ad on
428:
424:
405:
401:
397:
379:
372:
367:
345:
341:
333:H. M. Dalaya
330:
303:
288:
277:
247:
236:
223:
222:
170:72,000 crore
116:Headquarters
68:Company type
61:
36:
488:during the
360:Sabarkantha
352:Banaskantha
197:Banas Dairy
143:Jayen Mehta
128:Area served
72:Cooperative
1402:Categories
1213:23 January
1153:2 February
1120:2 February
1080:bis.org.in
1019:13 January
936:2 February
787:IndiaDairy
513:References
392:See also:
138:Key people
98:1946-12-14
56:Trade name
1142:The Hindu
757:The Hindu
507:Anikspray
492:in 1977.
459:season 19
394:Amul girl
337:skim milk
190:Divisions
132:Worldwide
62:Amul Coop
1298:CNBCTV18
1271:Archived
1231:and the
1207:Archived
1183:28 March
1177:Archived
1114:Archived
1112:. Amul.
1084:Archived
1013:Archived
978:10 March
972:Archived
861:Archived
822:Archived
791:Archived
761:Archived
730:Archived
699:Archived
629:Archived
602:11 March
596:Archived
564:Archived
496:See also
484:won the
312:visited
306:Chaklasi
215:amul.com
150:Products
78:Industry
1365:9 March
1335:9 March
1303:23 July
1246:9 April
1046:. 1971.
1026:Dalaya.
953:Seminar
926:Tehelka
867:9 March
797:9 March
666:9 March
573:1 April
482:Manthan
476:Manthan
422:again.
348:Mehsana
256:History
210:Website
158:Revenue
122:, India
106:Founder
96: (
88:Founded
1093:15 May
1005:
897:
853:
828:1 July
705:1 July
691:
635:3 June
362:, and
356:Baroda
324:, and
284:Mumbai
280:Polson
271:, and
1277:3 May
1087:(PDF)
1076:(PDF)
567:(PDF)
556:(PDF)
502:Aavin
444:Joker
364:Surat
314:Anand
82:Dairy
1367:2023
1337:2023
1324:NDTV
1305:2024
1279:2021
1248:2019
1215:2023
1185:2014
1155:2011
1122:2011
1095:2014
1021:2021
1003:ISBN
980:2021
938:2011
895:ISBN
869:2023
851:ISBN
830:2020
799:2023
769:2012
738:2012
707:2020
689:ISBN
668:2023
637:2022
604:2023
575:2020
560:Amul
539:2024
224:Amul
1404::
1353:.
1321:.
1296:.
1263:.
1235::
1201:.
1175:.
1171:.
1139:.
1078:.
1042:.
1023:.
1011:.
924:.
909:^
877:^
859:.
820:.
816:.
789:.
785:.
755:.
728:.
724:.
697:.
654:.
627:.
621:.
594:.
562:.
558:.
529:.
384:.
370:.
358:,
354:,
350:,
328:.
286:.
267:,
1369:.
1339:.
1307:.
1281:.
1217:.
1187:.
1157:.
1124:.
1097:.
1044:6
982:.
955:.
940:.
903:.
871:.
832:.
801:.
771:.
740:.
709:.
670:.
639:.
606:.
577:.
541:.
168:₹
100:)
34:.
20:)
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
