A Priceless Revolution in India’s Dairy Industry
The Legacy of Amul Dairy
The word “Amul” is a word which is derived from the Sanskrit word “Amulya” which means ‘precious’ or ‘priceless’. Initially the Kaira Union introduced the brand “Amul” for marketing its product range which was made out of buffalo milk.
The Journey of Amul
Initially launched by the Kaira District Cooperative Milk Producer’s Union, Amul marketed its range of products made from buffalo milk. The organization quickly gained attention for its innovative cooperative model, bringing prosperity to rural farmers and delivering wholesome dairy products to consumers.
Year 1964 proved to be a turning point for this brand name. In this year, Late Shri Lal Bahadur Shastri, the then Prime Minister of India had visited Anand on 31st of October for inaugurating Amul’s Cattle Feed Plant. At that time Mr. Kurien was the GM of Amul. After spending a night at Anand, post talking to the farmers of Kaira and experiencing the success story and benefits of this organization, Lal Bahadur Shastri had asked Mr. Kurien to replicate the Amul model throughout India.
This pivotal moment led to the establishment of the National Dairy Development Board (NDDB) in 1965. By 1970, the NDDB spearheaded the ambitious “White Revolution”, famously known as Operation Flood. This initiative propelled India to become the largest producer of milk and dairy products globally and revolutionized the country’s rural economy.
The Anand Pattern
So only, Amul is considered as a model which is often referred to in the history of white revolutions as “Anand Pattern”.
Amul meant different things to different people :
- To a Milk Producer … A life enriching experience
- To a Consumer … Assurance of having wholesome milk
- To a Mother … A reliable source of nourishment for her child
- To the Country … Rural Development and Self Reliance
The White Revolution, powered by Amul’s visionary approach, not only made India self-sufficient in milk production but also empowered millions of farmers, particularly in rural areas. It created a robust system of procurement, processing, and marketing that serves as a benchmark worldwide.
