Journey Of AMUL in India 

Amul, is an Indian dairy cooperative Amul society, based at Anand in the state of Gujarat. Formed in 1946, it is a The Taste of India cooperative brand managed by a cooperative body, the GCMMF.
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). He convinced Dr. Kurien to stay and help with the mission. Under the chairmanship of Tribhuvandas, Dr. Kurien was initially the general manager and helped 2 de the technical and marketing efforts of Amul. 
 

The Beginning

  • Amul was formed as a part of a cooperative movement against Polson Dairy in Anand, Gujarat, which procured milk from local farmers of Kaira District at very low rates and sold it to the then Bombay government. Everyone except the farmers benefited from this trade. 
  • The farmers took their plea to Sardar Patel, who had advocated farmers' cooperatives since 1942. 
  • The rapid growth led to problems including excess production that the Bombay Milk Scheme couldn't accommodate. To solve this issue, a plant was set up to process all that extra milk into products such as milk powder and butter.

 AMUL Is Born 

  •  The late Dr Verghese Kurien, rightly called the Milkman of India, was Amul's true architect. 
  •  His journey at Amul began in 1949 when he arrived in Anand to manage a dairy as a government employee. He went from helping farmers repair machinery to revolutionising India's dairy industry with the White Revolution (or Operation Flood), the largest dairy development programme in the world. 
  • The new dairy with the milk processing plant was ready for operation in October 1955, the year that also saw a breakthrough in dairy technology - buffalo milk was processed to make products for the first time in the world. 

 Awards, Accolades, and a global presence 

  • Over the years, Amul, together with GCMMF, has won numerous awards. Some of these include the Rajiv Gandhi National Quality Award, 1999; the Golden Trophy for Outstanding Export Performance, 2009-10; Best Marketing Campaign, 2014; and World Dairy Innovation Award, among many others. 
  • Amul earned recognition all over the world when GCMMF introduced it on the Global Dairy Trade (GDT) platform, where only the six top dairy players across the world sell their products. 
  • According to Amul, the Taste of India slogan is more than just corporate positioning or advertising jargon. This slogan lends meaning to the brand's never-ending commitment to taking quality food and products to the rural man, which he otherwise couldn't have afforded. 

The Butter Girl 


  • The butter girl Amul did not always have the round-eyed moppet as its mascot. The Butter Girl was born in 1966 when Sylvester daCunha, the then MD of the advertising agency handling Amul butter's account, created her for its campaign. It was a pleasant change from the dull, corporate ads that the previous agency had come up with. Being a seasoned marketer himself, Dr Kurien gave dacunha complete creative freedom to create and release the ads without taking the company's permission. 30 years later, the Utterly Butterly Girl still wins hearts wherever she is, whether on a billboard or on the packet of butter. 
  •  Amul is not just a brand; it is also a movement that represents farmers' economic freedom. The name is now a household term that is here to stay, and the chubby-cheeked Amul girl will continue to cast a spell on the public.