Indeng template Tag: Visual edit |
Azuredivay (talk | contribs) links and formatting Tags: nowiki added Visual edit |
||
Line 18: | Line 18: | ||
| revenue = {{profit}}{{INRConvert|38550|c}} |
| revenue = {{profit}}{{INRConvert|38550|c}} |
||
| revenue_year = 2019-20 <ref name="amul.com">{{cite web|url=https://www.amul.com/files/pdf/Final_English-GCMMF_sales_Turnover-2019-2020_1st_April_2020.pdf|title=Gujarat Co-operative Milk Marketing Federation (AMUL) achieves turnover of Rs. 38,550croreswith 17% growth|work=Amul|accessdate=1 April 2020}}</ref> |
| revenue_year = 2019-20 <ref name="amul.com">{{cite web|url=https://www.amul.com/files/pdf/Final_English-GCMMF_sales_Turnover-2019-2020_1st_April_2020.pdf|title=Gujarat Co-operative Milk Marketing Federation (AMUL) achieves turnover of Rs. 38,550croreswith 17% growth|work=Amul|accessdate=1 April 2020}}</ref> |
||
| num_employees = |
| num_employees = 1,000 ({{small|Marketing Arm}}) <br> 36 [[lakh]] (3.6 million) ({{small|Milk producing members}})<ref name="amul.com"/> |
||
| website = |
| website = {{URL|https://amul.com/|amul.com}}</br> |
||
{{URL|http://www.amuldairy.com/|amuldairy.com}} |
|||
}} |
}} |
||
'''Amul''', is an [[India|Indian]] [[dairy]] [[cooperative society]], based at [[Anand, Gujarat|Anand]] in the state of [[Gujarat]].<ref>Alexander Fraser Laidlaw. ''Cooperatives and the Poor''. A development study prepared for the International Cooperative Alliance and the Canadian International Development Agency, 1977. The co-operative was initially referred to as ''Anand Milk Federation Union Limited'',AMUL hence the name AMUL.</ref> |
'''Amul''', is an [[India|Indian]] [[dairy]] [[cooperative society]], based at [[Anand, Gujarat|Anand]] in the [[India|Indian]] state of [[Gujarat]].<ref>Alexander Fraser Laidlaw. ''Cooperatives and the Poor''. A development study prepared for the International Cooperative Alliance and the Canadian International Development Agency, 1977. The co-operative was initially referred to as ''Anand Milk Federation Union Limited'',AMUL hence the name AMUL.</ref> |
||
Formed in 1946, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.<ref>[http://www.etgmr.com/GMRjan-mar04/art7.html The Amul Story – General Management Review] {{webarchive |url=https://web.archive.org/web/20051204084731/http://www.etgmr.com/GMRjan-mar04/art7.html |date=4 December 2005 }}</ref> |
Formed in 1946, it is a cooperative brand managed by a cooperative body, the ''Gujarat Co-operative Milk Marketing Federation Ltd''. (GCMMF), which today is jointly owned by 36 [[lakh]] (3.6 million) milk producers in Gujarat.<ref>[http://www.etgmr.com/GMRjan-mar04/art7.html The Amul Story – General Management Review] {{webarchive |url=https://web.archive.org/web/20051204084731/http://www.etgmr.com/GMRjan-mar04/art7.html |date=4 December 2005 }}</ref> |
||
Amul spurred [[White Revolution (India)|India's White Revolution]], which made the country the world's largest producer of milk and milk products.<ref>[http://www.indiadairy.com/ind_world_number_one_milk_producer.html indiadairy.com]. indiadairy.com. Retrieved on 2015-11-29.</ref> |
Amul spurred [[White Revolution (India)|India's White Revolution]], which made the country the world's largest producer of milk and milk products.<ref>[http://www.indiadairy.com/ind_world_number_one_milk_producer.html indiadairy.com]. indiadairy.com. Retrieved on 2015-11-29.</ref> |
||
Line 34: | Line 35: | ||
Amul cooperative was registered on 19 December 1946 as a response to the exploitation of marginal milk producers by traders and agents in small cities. The prices of milk were arbitrarily determined at the time. The government had given [[Polson (brand)|Polson]] an effective monopoly in milk collection from Kaira and its subsequent supply to [[Mumbai]].<ref name=Polson>{{cite book|last=George|first=Shanti|title=Operation flood: an appraisal of current Indian pairy policy|year=1985|publisher=Oxford University Press|location=Delhi|isbn=978-0-19-561679-8}}</ref><ref name=Ruth>{{cite book|last=Heredia|first=Ruth|title=The Amul India story|year=1997|publisher=Tata McGraw-Hill|location=New Delhi}}</ref> |
Amul cooperative was registered on 19 December 1946 as a response to the exploitation of marginal milk producers by traders and agents in small cities. The prices of milk were arbitrarily determined at the time. The government had given [[Polson (brand)|Polson]] an effective monopoly in milk collection from Kaira and its subsequent supply to [[Mumbai]].<ref name=Polson>{{cite book|last=George|first=Shanti|title=Operation flood: an appraisal of current Indian pairy policy|year=1985|publisher=Oxford University Press|location=Delhi|isbn=978-0-19-561679-8}}</ref><ref name=Ruth>{{cite book|last=Heredia|first=Ruth|title=The Amul India story|year=1997|publisher=Tata McGraw-Hill|location=New Delhi}}</ref> |
||
Angered by the unfair trade practices, the farmers of Kaira approached [[Vallabhbhai Patel|Sardar Vallabhbhai Patel]] under the leadership of local farmer leader [[Tribhuvandas Kishibhai Patel|Tribhuvandas K. Patel]]. He advised them to form a cooperative (Kaira District Co-operative Milk Producers' Union) and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices).<ref name=tehelka>{{cite news|last=Suhrud|first=Tridip|author-link=Tridip Suhrud|title=The magic of manthan|url=http://www.tehelka.com/story_main17.asp?filename=op040806the_magic.asp|accessdate=2 February 2011|newspaper=Tehelka|date=8 April 2006|archive-url=https://web.archive.org/web/20061111211535/http://www.tehelka.com/story_main17.asp?filename=op040806the_magic.asp|archive-date=11 November 2006|url-status=dead|df=dmy-all}}</ref> He sent [[Morarji Desai]] to organise the farmers. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk.<ref name=Ruth /> Milk collection was |
Angered by the unfair trade practices, the farmers of Kaira approached [[Vallabhbhai Patel|Sardar Vallabhbhai Patel]] under the leadership of local farmer leader [[Tribhuvandas Kishibhai Patel|Tribhuvandas K. Patel]]. He advised them to form a cooperative (Kaira District Co-operative Milk Producers' Union) and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices).<ref name=tehelka>{{cite news|last=Suhrud|first=Tridip|author-link=Tridip Suhrud|title=The magic of manthan|url=http://www.tehelka.com/story_main17.asp?filename=op040806the_magic.asp|accessdate=2 February 2011|newspaper=Tehelka|date=8 April 2006|archive-url=https://web.archive.org/web/20061111211535/http://www.tehelka.com/story_main17.asp?filename=op040806the_magic.asp|archive-date=11 November 2006|url-status=dead|df=dmy-all}}</ref> He sent [[Morarji Desai]] to organise the farmers. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk.<ref name=Ruth /> 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, too.<ref>{{cite journal |last=Thapar |first=Romila |title=Seminar, Issues 497–508 |journal=Seminar|year=2001}}</ref> By June 1948, the KDCMPUL had started pasteurising milk for the 'Bombay Milk Scheme'. Under the selfless leadership of [[Tribhuvandas Kishibhai Patel|Tribhuvandas Patel]], in 1973, Amul celebrated its <u>[http://saumilresearch.org/Pages/GujaratCalling.html 25th Anniversary]</u> with [[Morarji Desai]], [[Maniben Patel]] and [[Verghese Kurien]]. |
||
The cooperative was further developed and managed by Dr. Verghese Kurien with H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the world) and a little later, with Kurien's help, making it on a commercial scale,<ref name=epw>{{cite journal|title=Economic and political weekly, Volume 6, Part 4|journal=Economic and Political Weekly|year=1971|volume=6}}</ref> led to the first modern dairy of the cooperative at Anand, which would compete against established players in the market. |
The cooperative was further developed and managed by Dr. Verghese Kurien with H.M. Dalaya. Dalaya's innovation of making [[Skimmed milk|skim milk]] powder from buffalo milk (for the first time in the world) and a little later, with Kurien's help, making it on a commercial scale,<ref name=epw>{{cite journal|title=Economic and political weekly, Volume 6, Part 4|journal=Economic and Political Weekly|year=1971|volume=6}}</ref> led to the first modern dairy of the cooperative at Anand, which would compete against established players in the market. |
||
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up, following the approach sometimes described as the Anand pattern.<ref name=Ruth /> |
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts – [[Mehsana]], [[Banaskantha district|Banaskantha]], [[Vadodara|Baroda]], [[Sabarkantha district|Sabarkantha]] and [[Surat]] – were set up, following the approach sometimes described as the Anand pattern.<ref name=Ruth /> |
||
In 1970, it spearheaded the '''[[Operation Flood|White Revolution]]''' of India. To combine forces and expand the market while saving on advertising and avoid 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.<ref>{{cite book|title=The Cheese Industry in India|publisher=Chillibreeze}}</ref> |
In 1970, it spearheaded the '''[[Operation Flood|White Revolution]]''' of India. To combine forces and expand the market while saving on advertising and avoid 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.<ref>{{cite book|title=The Cheese Industry in India|publisher=Chillibreeze}}</ref> |
||
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.<ref>{{cite web | url = http://www.bis.org.in/other/rgnqa_win_12.pdf | title = Annex iv: list of award winners of Rajiv Gandhi national quality awards | last1 = SHRAWAN | date = 2013-05-29 | website=bis.org.in | publisher = Bureau of Indian Standards | location = New Delhi | accessdate = 2014-05-15}}</ref> |
In 1999, it was awarded the "''Best of all''" Rajiv Gandhi National Quality Award.<ref>{{cite web | url = http://www.bis.org.in/other/rgnqa_win_12.pdf | title = Annex iv: list of award winners of Rajiv Gandhi national quality awards | last1 = SHRAWAN | date = 2013-05-29 | website=bis.org.in | publisher = Bureau of Indian Standards | location = New Delhi | accessdate = 2014-05-15}}</ref> |
||
Technological developments at Amul have subsequently spread to other parts of India. |
Technological developments at Amul have subsequently spread to other parts of India. |
||
The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of Amul and Sagar. |
The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of Amul and Sagar. |
||
Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk products with |
Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 31 lakh (3.1 million) village milk products with [[Crore|crores]] of consumers in India. |
||
On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant in Mogar, Anand near their headquarters. The new plant has been built with an increased capacity of |
On September 30, 2018, [[Prime Minister of India|Prime Minister]] [[Narendra Modi]] inaugurated Amul's chocolate plant in Mogar, Anand near their headquarters. The new plant has been built with an increased capacity of 1,000 tonnes per month against the earlier 250 tonnes a month capacity. GCMMF has invested around ₹300 crores for this project. It is a fully automated production factory with minimal human intervention. <ref>{{Cite news|url=https://www.livemint.com/Politics/i7F7v2tZKO48EFENkXALgI/PM-Modi-inaugurates-LNG-terminal-chocolate-factory-in-Gujar.html|title=PM Modi inaugurates LNG terminal, chocolate factory in Gujarat|last=Pathak|first=Maulik|date=2018-09-30|work=Live Mint|access-date=2018-10-01}}</ref> |
||
==UHT products and impact== |
==UHT products and impact== |
||
Line 59: | Line 60: | ||
Despite encountering political pressure on several occasions, DaCunha's agency has made it a policy of not backing down. Some of the more controversial Amul ads include one commenting on the Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and one depicting the Amul girl wearing a Gandhi cap.<ref name=amulad/> |
Despite encountering political pressure on several occasions, DaCunha's agency has made it a policy of not backing down. Some of the more controversial Amul ads include one commenting on the Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and one depicting the Amul girl wearing a Gandhi cap.<ref name=amulad/> |
||
In 2013, Amul tweeted a picture featuring the [[Amul girl|Amul butter girl]], implying that 'freedom of choice' died in |
In 2013, Amul tweeted a picture featuring the [[Amul girl|Amul butter girl]], implying that '''freedom of choice''<nowiki/>' died in 2013, in opposition to the [[Supreme Court of India]] overruling the judgment of the [[Delhi High Court]] and criminalising homosexuality again.<ref>{{cite news| url=http://timesofindia.indiatimes.com/india/Brands-peek-out-of-the-closet/articleshow/27248253.cms | work=The Times Of India | title=Brands peek out of the closet – The Times of India}}</ref> |
||
On 17 October 2016, Amul butter girl celebrated 50 years when she first appeared in the topical ad titled "Thoroughbread". 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 showed her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul butter".<ref>{{cite web|url=http://www.newskarnataka.com/from-the-web/in-pics-fifty-years-on-amuls-utterly-butterly-girl-is-still-a-delight|title=In pics Fifty years on, Amul’s ‘utterly butterly’ girl is still a delight |publisher=NewsKarnataka|date=17 October 2016}}</ref> |
On 17 October 2016, Amul butter girl celebrated 50 years when she first appeared in the topical ad titled "Thoroughbread". 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 showed her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul butter".<ref>{{cite web|url=http://www.newskarnataka.com/from-the-web/in-pics-fifty-years-on-amuls-utterly-butterly-girl-is-still-a-delight|title=In pics Fifty years on, Amul’s ‘utterly butterly’ girl is still a delight |publisher=NewsKarnataka|date=17 October 2016}}</ref> |
||
Their Ad on ''Aagey Badhta Hai India'' had an excellent response from the audience. It basically spoke about how their Milk is seen as a household product with catchy tune associated to it. It has over |
Their Ad on ''Aagey Badhta Hai India'' had an excellent response from the audience. It basically spoke about how their Milk is seen as a household product with catchy tune associated to it. It has over 39 lakh (~4 million) views on YouTube.<ref>{{Citation|last=Amul The Taste of India|title=Amul Milk – Aage Badta Hai India|date=2015-07-10|url=https://www.youtube.com/watch?v=zIQTwukIDyg|access-date=2019-04-09}}</ref> |
||
==In popular culture== |
==In popular culture== |
||
The establishment of Amul is known as the [[Operation Flood|White Revolution]]. |
The establishment of Amul is known as the [[Operation Flood|White Revolution]]. |
||
The White Revolution inspired the notable Indian film-maker Shyam Benegal to base his film ''[[Manthan]]'' (1976) on it. The film was financed by over five lakh (half a million) rural farmers in Gujarat who contributed |
The White Revolution inspired the notable Indian film-maker [[Shyam Benegal]] to base his film ''[[Manthan]]'' (1976) 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.<ref>[http://www.ndtvmovies.com/newstory.asp?section=Movies&id=ENTEN20070021927 NDTV movies] ''NDTV''.</ref><ref>[http://www.sscnet.ucla.edu/southasia/Culture/Cinema/Benegal.html Shyam Benegal at ucla.net] ''South Asia Studies'', ''University of California, Los Angeles'' (UCLA).</ref> ''Manthan'' won the [[National Film Award for Best Feature Film in Hindi]] during the [[24th National Film Awards]] |
||
in 1977. |
in 1977. |
||
Revision as of 01:24, 29 August 2020
Company type | Cooperative society |
---|---|
Industry | |
Founded | 1946 |
Founder | Tribhuvandas Patel |
Headquarters | Anand, Gujarat, India |
Area served | Worldwide |
Key people | Rupinder Singh Sodhi (managing director)[1] |
Revenue | ₹38,550 crore (US$4.8 billion) (2019-20 [2]) |
Number of employees | 1,000 (Marketing Arm) 36 lakh (3.6 million) (Milk producing members)[2] |
Website | amul.com amuldairy.com |
Amul, is an Indian dairy cooperative society, based at Anand in the Indian state of Gujarat.[3] Formed in 1946, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 36 lakh (3.6 million) milk producers in Gujarat.[4] Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.[5]
Amul was spearheaded by Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel. As a result, Kaira District Milk Union Limited was born in 1946 (later renamed to Amul). Tribhuvandas became the founding chairman of the organization and led it until his retirement in 70s. He hired Dr. Verghese Kurien in 1949. He convinced Dr. Kurien to stay and help with the mission.[6][7] Under the chairmanship of Tribhuvandas, Dr. Kurien was initially the general manager and helped guide the technical and marketing efforts of Amul. Dr. Kurien was the chairman of Amul briefly after Tribhuvandas Patel died in 1994.
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul's marketing.[8] Amul has ventured into markets overseas.[9]
History
Amul cooperative was registered on 19 December 1946 as a response to the exploitation of marginal milk producers by traders and agents in small cities. The prices of milk were arbitrarily determined at the time. The government had given Polson an effective monopoly in milk collection from Kaira and its subsequent supply to Mumbai.[10][11]
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a cooperative (Kaira District Co-operative Milk Producers' Union) and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices).[12] He sent Morarji Desai to organise the farmers. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk.[11] 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, too.[13] By June 1948, the KDCMPUL had started pasteurising milk for the 'Bombay Milk Scheme'. Under the selfless leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th Anniversary with Morarji Desai, Maniben Patel and Verghese Kurien.
The cooperative was further developed and managed by Dr. Verghese Kurien with H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the world) and a little later, with Kurien's help, making it on a commercial scale,[14] led to the first modern dairy of the cooperative at Anand, which would compete against established players in the market.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up, following the approach sometimes described as the Anand pattern.[11]
In 1970, it spearheaded the White Revolution of India. To combine forces and expand the market while saving on advertising and avoid 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.[15]
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.[16]
Technological developments at Amul have subsequently spread to other parts of India.
The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of Amul and Sagar. Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 31 lakh (3.1 million) village milk products with crores of consumers in India.
On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant in Mogar, Anand near their headquarters. The new plant has been built with an increased capacity of 1,000 tonnes per month against the earlier 250 tonnes a month capacity. GCMMF has invested around ₹300 crores for this project. It is a fully automated production factory with minimal human intervention. [17]
UHT products and impact
Over the years, Amul has been witnessing growth in this portfolio, with the segment growing at 53%. Long life UHT products for urban populations, like Amul Taaza, which are packed in Tetra Pak cartons undergo UHT treatment to remove all harmful micro-organisms while retaining the nutrition in the milk. Amul sells around 4,00,000-5,00,000 litres of UHT milk and other value added products per day and forecasts this demand to continue growing at 25%. The UHT products have enabled Amul to position itself as the market leader in packaged milk segment without the need of maintaining cold supply chains.[18]
Advertising
In 1966, Amul hired Sylvester da Cunha, the managing director of the advertising agency as to design an ad campaign for Amul Butter. DaCunha designed a campaign as series of hoardings with topical ads, relating to day-to-day issues.[19] It was popular and earned a Guinness World Record for the longest running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar had been involved with 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.[20]
Despite encountering political pressure on several occasions, DaCunha's agency has made it a policy of not backing down. Some of the more controversial Amul ads include one commenting on the Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and one depicting the Amul girl wearing a Gandhi cap.[19]
In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that 'freedom of choice' died in 2013, in opposition to the Supreme Court of India overruling the judgment of the Delhi High Court and criminalising homosexuality again.[21]
On 17 October 2016, Amul butter girl celebrated 50 years when she first appeared in the topical ad titled "Thoroughbread". 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 showed her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul butter".[22]
Their Ad on Aagey Badhta Hai India had an excellent response from the audience. It basically spoke about how their Milk is seen as a household product with catchy tune associated to it. It has over 39 lakh (~4 million) views on YouTube.[23]
In popular culture
The establishment of Amul is known as the White Revolution.
The White Revolution inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976) 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.[24][25] Manthan won the National Film Award for Best Feature Film in Hindi during the 24th National Film Awards in 1977.
See also
- Anikspray, a popular competitive brand developed by Lipton and HLL, and later sold to other companies
References
- ^ "Shri Amit Vyas – NDDB Foundation for Nutrition". www.nfn.org.in. Retrieved 30 March 2019.
- ^ a b "Gujarat Co-operative Milk Marketing Federation (AMUL) achieves turnover of Rs. 38,550croreswith 17% growth" (PDF). Amul. Retrieved 1 April 2020.
- ^ Alexander Fraser Laidlaw. Cooperatives and the Poor. A development study prepared for the International Cooperative Alliance and the Canadian International Development Agency, 1977. The co-operative was initially referred to as Anand Milk Federation Union Limited,AMUL hence the name AMUL.
- ^ The Amul Story – General Management Review Archived 4 December 2005 at the Wayback Machine
- ^ indiadairy.com. indiadairy.com. Retrieved on 2015-11-29.
- ^ Heredia, Ruth (1997). The Amul India Story. New Delhi: Tata Mc-Graw Hill. p. 65. ISBN 978-0-07-463160-7.
- ^ Misra, Udit (10 September 2012). "V. Kurien: India's White Knight". Forbes India. Retrieved 11 September 2012.
- ^ Dasgupta, Manas (9 September 2012). "'Kurien strode like a titan across the bureaucratic barriers and obstacles'". The Hindu. Chennai, India. Retrieved 13 September 2012.
- ^ "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". Retrieved 1 July 2020.
{{cite web}}
: CS1 maint: url-status (link) - ^ George, Shanti (1985). Operation flood: an appraisal of current Indian pairy policy. Delhi: Oxford University Press. ISBN 978-0-19-561679-8.
- ^ a b c Heredia, Ruth (1997). The Amul India story. New Delhi: Tata McGraw-Hill.
- ^ Suhrud, Tridip (8 April 2006). "The magic of manthan". Tehelka. Archived from the original on 11 November 2006. Retrieved 2 February 2011.
- ^ Thapar, Romila (2001). "Seminar, Issues 497–508". Seminar.
- ^ "Economic and political weekly, Volume 6, Part 4". Economic and Political Weekly. 6. 1971.
- ^ The Cheese Industry in India. Chillibreeze.
- ^ SHRAWAN (29 May 2013). "Annex iv: list of award winners of Rajiv Gandhi national quality awards" (PDF). bis.org.in. New Delhi: Bureau of Indian Standards. Retrieved 15 May 2014.
- ^ Pathak, Maulik (30 September 2018). "PM Modi inaugurates LNG terminal, chocolate factory in Gujarat". Live Mint. Retrieved 1 October 2018.
- ^ Amul UHT: On a Quest for Zero adulterated milk | Watch the video – Yahoo India Archived 2 January 2014 at the Wayback Machine. In.news.yahoo.com. Retrieved on 2015-11-29.
- ^ a b Varma, Mini. "The moppet who put Amul on India's breakfast table". Amul. Retrieved 2 February 2011.
- ^ Rao, Subha J. (15 December 2007). "Punch guru". The Hindu. Chennai, India. Retrieved 2 February 2011.
- ^ "Brands peek out of the closet – The Times of India". The Times Of India.
- ^ "In pics Fifty years on, Amul's 'utterly butterly' girl is still a delight". NewsKarnataka. 17 October 2016.
- ^ Amul The Taste of India (10 July 2015), Amul Milk – Aage Badta Hai India, retrieved 9 April 2019
- ^ NDTV movies NDTV.
- ^ Shyam Benegal at ucla.net South Asia Studies, University of California, Los Angeles (UCLA).
External links
- Official website
- irma.ac.in, history of Amul
- thehindubusinessline.com
- indiainfoline.com, "AMUL Most Trusted among India's Food & Beverage Brands"
- The First step: formation of Kaira union
- AMUL's 25th Anniversary Celebrations
- [1], "PM Modi inaugurates Amul's chocolate plant at Anand in Gujarat"