Absolutely Butterly Delectable, Amul!
We can't help but notice the vibrant Amul girl on every pack of Amul Butter,
can we? She offers her hilarious commentary on each Indian event! We all adore
it, too! Amul has won our hearts over the years with its premium dairy products
and innovative marketing techniques! You feel delightful joy from Amul Milk,
Amul Butter, Amul Cheese, cream, chocolates, and Ice Creams! You no longer
hesitate to purchase an Amul product now that it has established itself as a
reliable brand. Amul, however, had to overcome many obstacles before becoming
the preferred dairy brand in India, just as gold must burn in the fire before
becoming gold! To get Amul where it is today, several people, including Mr.
Varghese Kurien, made serious efforts. The case study of Amul will provide
information on it.
On December 19, 1946, in the Indian
Gujarati town of Anand, Amul Milk Union Limited, or Amul India, was founded. It
was an action taken against brokers and agents who set milk prices at will and
took advantage of milk producers. At the time, Polson, a different dairy
manufacturer, dominated the market. In 1930, it opened its first dairy in
Anand. The enterprise was given authority by the government to collect milk
from Kaira and deliver it to Mumbai and its surrounding areas. Polson purchased
milk from the farmers at a discount! The farmers were enraged by these
unethical business methods!
Farmers who were upset approached their
local chief, Shri Tribhuvandas Patel. They went up to Sardar Vallabh Bhai Patel
together. He led the Congress and fought for freedom. The situation was already
known to Sardar Patel. In a letter to Maganbhai Patel, a bureaucrat and
supporter of farmers, in the year 1942, he had also highlighted the hidden
agendas of Polson and the British government. The farmers should form a
cooperative (Kaira District Co-operative Milk Producers Union) and supply milk
directly to the Mumbai milk division rather than Polson, according to Sardar
Patel. He requested that another Congressman and independence warrior, Morarji
Desai, organise the milk producers.
Dr. Verghese Kurien and H.M. Dalaya
further formed and oversaw the cooperative. In the cooperative in Anand,
Dalaya's inventiveness in producing skimmed milk powder from buffalo's milk for
the first time and then commercialising it with Kurien's help led to the
establishment of an early modern dairy (Gujarat). It faced off against the
majority of the market's incumbent leaders.
The Gujarati community of Anand's area
soon became part of the dairy cooperative's good fortune, which had quickly
spread. Following a process commonly referred to as the Anand pattern, five
unions from various districts, including Mehsana, Banaskantha, Baroda,
Sabarkantha, and Surat, were eventually constituted.
The White Revolution in India began in
the year 1970. The Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),
an apex marketing organisation for District Cooperatives (DCOs), was
established in 1973 in an effort to consolidate efforts, boost market share,
lower advertising costs, and ward off internal competition. Amul was a brand
name that Kaira Union, originally known as the Kaira Union, had from 1955 until
it was able to transfer it to GCMMF.
The milk producers in that region went
on strike in 1946. They decided to organise a cooperative to gather and process
milk as a result. Due to the fact that many farms could only supply 1 to 2
litres per day, milk collecting was dispersed. The Amul Cattle Feed Factory was
opened by Prime Minister Lal Bahadur Shastri on October 31, 1964. He was really
delighted with the Kaira cooperative on his way back. He indicated that the
National Dairy Development Board (NDDB) was expanding into various regions of
India.
Dr. Kurien: The Milkman
of India!
The organization's initial chairman was
Tribhuvan Kishibhai Patel. He received help from HM Dalaya as well. Dalaya
created skim milk, which revolutionised the milk industry. Dr. Varghese Kurien,
a dairy engineer who had travelled to Anand to fulfil the requirements of the
bond period associated with his government scholarship, was introduced to Patel
in 1949. In India, Dr. Kurien is referred to as the Father of the White
Revolution. He is occasionally affectionately referred to as the Milk Man of
India. He was requested to stay and assist Patel. In the Kheda district, Dr.
Kurien was a pioneer in the creation of Anand and numerous cooperatives. He
also played a significant part in ending the abuse of milk producers and
assisting them in receiving fair compensation for their supply of milk.
How Amul became Amul!
The name Amul today requires no
introduction, and Dr. Kurien has again contributed. The butter from the Kaira
cooperative was initially just plain, but a name had to be given to it. As Dr.
Kurien describes, the marketing department came up with numerous names. After that,
they discovered Anand Milk Union Limited (Amul). Although "Amulya"
means "priceless" in Sanskrit as well, his marketing experts were
dubious because it is an Indian name and would not appeal to Western consumers.
However, Dr. Kurien was certain and made up his mind. Amul changed into Amul,
and we all adore it now.
Tags:
a case study of amul, learnings
from a case study, amul milk union limited
Read
This Full ARTICLE, Click Here
Comments
Post a Comment