GUJARAT CO-OPRATIVE MILK MARKETING FEDERATION LTD

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. Starting in 1945, dairy farmers, with help from the leaders of the Indian Independence movement, started to organize. Further successes include leasing of part of a government creamery, which secured market access, the lobbying of the government to limit butter imports so that the Union could supply the local market, and the development of other milk products under the “Amul” brand. Since 1940, dairy farmers have successfully negotiated so that they now receive over 70% of market price of dairy products. * Collections consist of Participedia entries that share common traits, such as association with a large-scale initiative, institution, or specific topic. If you have a suggestion for a new collection, please contact us. * * To access an account from an older version of Participedia (prior to 2019), you will need to reset your password using the same email address that you used to login on the old website. Click “Login,” and enter your email address. Please if you need assistance. * Once you are signed in, you can create content by clicking the “quick submit” button from the main menu and choosing the type of article you would like to create. Please review our on how to write Participedia entries or us for more information. * On an entry page there are three fields that are filled with user-generated free form text. We call these ‘Open Text’ fields, and they are the Title, Brief Description and Narrative. The rest of the fields are either numbers, dates, or fixed options—we call these ‘Fixed Data’ fields. When an entry is published for the first time, we machine-translate the Open Text fields into all of the other supported languages. e. “forked”) versions for each language, while the Fixed Data fields are synchronized between all languages. If you change a Fixed Data field while viewing the site in any language, that change will be seen on the entry page for all languages. However, if you change the Title, Brief Description or Narrative text, those changes will be saved to only the Open Text of the language in which you are writing. * If the language you wish to enter is not yet supported on our site, please us to request it. In this case, please indicate the language in square brackets in the title of the entry, for example, “Your entry title [Your language]“. * Navigate to the page from the site menu, or use the search bar at the top of any page to conduct a site-wide keyword search. Once your search results are displayed, you can sort them by content type such as cases, methods, or organizations. You can further filter results for cases, methods or organizations using the filters button. * * All new entries are auto-saved as soon as any data is entered in the form. If you start an entry, but don't want to publish it right away, there's no need to click save. You can enter as much data as you want in the form, and close the browser window. Once you create a draft, your drafts will be accessible on your profile page under the “drafts” tab, as well as on the Quick Submit page. Using the “preview” button in the entry form, you can see what an entry will look like once it is published. (We only run translation once, the first time an entry is published - see: “How does translation work?”)

• To prevent spam entries being published, we require users to request to publish or make edits to entries on Participedia, and these requests are approved (or blocked) by website administrators. This can take up to a few days, as it is done manually by our team. Once approved, subsequent changes will publish immediately. Welcome to Participedia's AI search assistant (BETA). This bot is here to help you find information about democratic innovations, and it will do its best to provide examples from our database. Please excuse any errors, as the bot is still being tested, and be sure to review responses for accuracy. * We are pleased to inform Amul is ranked as the strongest food brand and strongest dairy brand in the world as per Food & Drink 2024, the annual report on the most valuable and strongest food, dairy & non-alcoholic drinks brands by , world's leading brand consultancy. 0 out of 100 and an AAA+ rating. Amul’s unique branding strategy, rooted in its cooperative structure and impactful marketing campaigns, has solidified its position as a household name in India. Engage with policymakers, business leaders and global experts as they come together to deliberate on key priorities shaping India’s economic agenda. ➡ 12–13 May For details, visit
• Pleased to announce the launch of our latest innovation, the world’s first high protein kulfi! Our thanks to team KKR for launching this at Kolkata on 25 April 2025. It is a mango flavoured kulfi with 10g protein and only 57 kcal in a 60g pack. It is low in fat, lactose free, prebiotic, has no added sugar and provides 100million CFU probiotics. It will be soon available on all our official Q-Comm partners