GUJARAT CO-OPERATIVE MILK MARKETING

founded the organisation in 1946 and served as its chairman until his retirement in the 1970s. He hired 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. Amul was founded on 14 December 1946 as a response to the exploitation of small dairy farmers by traders and agents. At the time, milk prices were arbitrarily determined, giving an effective monopoly in milk collection from Kaira and its subsequent supply to. Frustrated with the trade practices (which they perceived as unfair), the farmers of Kaira, led by , approached , 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 to organise the farmers. Following a meeting in , the farmers formed the cooperative and resolved not to provide Polson with any more milk. Cooperatives were formed for each village. By June 1948, the KDCMPUL had started pasteurising milk for the Bombay Milk Scheme. Then-Prime Minister visited to inaugurate Amul's cattle feed factory. On 31 October 1964, he spoke to farmers about their cooperative. After returning to Delhi, he set in motion the creation of an organisation, the (NDDB), to replicate the Kaira cooperative in other parts of India. 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—, , , , and – were set up, following the approach sometimes described as. In 1970, the cooperative spearheaded the "" 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. 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 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. 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 wearing a Gandhi cap. On 17 October 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 showing her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul butter". Their ad on 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. Since Phoenix is a vegan, Amul faced criticism from vegans in India and PETA for the poor knowledge of his vegan activism and life. The White Revolution inspired filmmaker to base his 1976 film 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. won the during the in 1977. 1. Kurien, Verghese (2007). In Narayan, Deepa; Glinskaya, Elena (eds. ). Washington D. C. , USA: The World Bank. 47. from the original on 9 March 2023. "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. Dalaya. "

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*[v]: View this template *[t]: Discuss this template *[e]: Edit this template. Headquartered in Anand, Gujarat, GCMMF is a cooperative federation and apex organization that manages the dairy industry network in the state, comprising a wide range of products from milk to butter, cheese, ice cream, and more. GCMMF has exhibited robust financial performance over recent years. For the fiscal year 2022-2023, the turnover exceeded Rs 53,000 crore, marking a substantial growth over previous years and consolidating its position as a leader in the dairy sector in India. This strategic move aims to enhance its production and distribution capabilities in the eastern region of the country. The investment will likely focus on setting up new facilities or expanding existing infrastructure to cater to the increasing demand for dairy products in the area. Enhancing technological integration in its operations and maintaining sustainable practices are also key components of its strategic outlook. Its daily milk procurement is approx 35 million Liters per day from 18600 village milk cooperative societies, 18 member unions covering 33 districts, and 3. 64 million milk producer members. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation of and branded products. It operates through 87 Branches and has a dealer network of 15,000 dealers and 1 Million retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese,Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc. It has been accorded a "Trading House"status. Many of our products are available in USA, Gulf Countries,Singapore, The Philippines, Japan, China and Australia. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003 - certificate of merit- for adopting noteworthy quality management practices for logistics and procurement. For the innovations, GCMMF has received AIMA-RK Swamy High Performance brand award 2013 and CNN-IBN Innovating for better tomorrow award in 2014. World Dairy Innovation Awards- 2014 for Best Marketing Campaign - "Eat Milk with Every Meal". For the tree plantation activity GCMMF has received seven consecutive Good Green Governance award from Srishti during 2007 to 2013. , Anand2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana3. , Himatnagar4. , Palanpur5. , Surat6. , Vadodara7. , Godhra8. , Valsad9. , Bharuch10. ,Ahmedabad11. , Amreli 15. , Bhavnagar 16. , Anjar17. 3 Billion. *