India's "White Revolution," which was sparked by Amul, making the country the top

producer of milk and dairy products in the world. Tribhuvandas Patel established Amul under
the guidance of Sardar Vallabhbhai Patel, India's first deputy prime minister.
Then, in 1946, the Kaira District Milk Union Limited was created. The group was led by
Tribhuvandas till his death in the 1970s. In 1949, he spoke with Dr. Verghese Kurien and
convinced him to support the White Revolution's goals. Most people agree that Dr. Verghese
Kurien founded Amul.
Utterly, butterly, delicious! Yes, you guessed it right this blog does a case study of Amul.
Amul has made India the largest milk producer in the world! It gives us everything from milk
to delicious milk products! So it is only fair that we must know about this great success story!
#TWN
Utterly Butterly Delicious, Amul! How can we forget this vivacious Amul girl on every Amul
Butter pack? She has her witty take on every event taking place in India! And don't we all
love it! Over the years, Amul has made a place in our hearts with its top-quality dairy
products and unique marketing strategy! Amul Milk, Amul Butter, Amul Cheese, cream,
chocolates, and Ice creams fill you with a blissful joy! It has become a trustworthy brand, and
today you do not think twice before buying an Amul Product! But as gold has to burn in the
fire before becoming gold, Amul, too, had to face many challenges before becoming the
favorite dairy brand of India! Many people like Mr. Varghese Kurien have put in their
sincere efforts to give Amul the place where it is today. We will read about it in the case study
of Amul.
Amul Case Study: History!
Amul Milk Union Limited or Amul India got established on 19 December 1946 in the town
of Anand in Gujarat in India. It was a move against the brokers and agents who arbitrarily
determined the milk prices and exploited the milk producers. It was the time when Polson,
another dairy company, was dominating the business! It established its first dairy in Anand in
1930. The government had given the company control in the work of collecting milk from
Kaira and supplying it to Mumbai and its sub-areas. Polson brought the milk at low rates
from the farmers! These unfair trade practices made the farmers very angry!
The angry farmers went to their local leader Shri. Tribhuvandas Patel. Together they
approached Sardar Vallabh Bhai Patel. He was a Congress leader and freedom fighter. Sardar
Patel was already aware of the matter. In the year 1942, he had also pointed out the ulterior
motives of Polson and the British government in a letter to Maganbhai Patel, who was a
bureaucrat and well-wisher of the farmers. Sardar Patel advised the farmers to set up a
cooperative (Kaira District Co-operative Milk Producers Union) and supply milk directly to
the Mumbai milk division, not Polson. He asked Morarji Desai, another Congressmen and
freedom fighter, to organize the milk farmers.
The cooperative was further established and led by Dr. Verghese Kurien and H.M. Dalaya.
Dalaya's ingenuity of creating skimmed milk powder using buffalo's milk, for the very first
time and later putting it into commercial scale with Kurien's assistance created an early
modern-day dairy in the cooperative in Anand (Gujarat). It was in competition with the most
existing market leaders.
Within a short time and a short time, the good fortune at the dairy cooperative expanded to
the neighborhood of Anand's in Gujarat. In the end, five unions from different districts such
as Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were established following the
method that is sometimes called the Anand pattern.
In the year 1970 in the year 1970, White Revolution of India started. In 1973 in 1973, the
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) is an apex marketing body
for District Cooperatives (DCOs), was put in order to unite forces and increase market share
while also reducing the cost of advertising and keeping out internal competition. Kaira
Union, which was formerly known as the Kaira Union, which had the brand name Amul
along with it from 1955 was able to transfer this name onto GCMMF.
In 1946, the milk farmers of that area went on strike. It prompted them to set up a cooperative
to collect and process milk. Milk collection was decentralized because many farmers could
give only 1 to 2 liters per day. On 31st October 1964, Prime Minister Lal Bahadur Shastri
inaugurated the Amul Cattle Feed Factory. While returning, he was very impressed by the
Kaira cooperative. He announced the development of the National Dairy Development
Board (NDDB) in other parts of India.
Dr. Kurien: The Milkman of India!
Tribhuvan Kishibhai Patel became the founding chairman of the organization. He was also
assisted by HM Dalaya, who invented Skimmed Milk which brought a revolution in the milk
Industry. In 1949, Patel met Dr. Varghese Kurien, a dairy engineer who had come to Anand to
serve the bond duration against the government scholarship he had attained. Dr. Kurien is
known as the Father of the White Revolution in India. Sometimes he is fondly referred to as
the Milk Man of India. Patel asked him to stay with him and help him. Dr. Kurien pioneered
the development of Anand and many cooperatives in the Kheda district. He also had a big
role in eliminating the exploitation of the milk farmers and helping them to get the justified
rates for the milk supply.
How Amul became Amul!
Today, the name Amul needs no introduction, and here too, Dr. Kurien has a contribution.
Initially, the butter from Kaira cooperative was just simple, but they had to give a name to it.
So as Dr. Kurien narrates, the marketing unit thought of many names. Then they came across
Anand Milk Union Limited (Amul). In Sanskrit also, ‘Amulya’ means ‘priceless,’ but his
marketing specialists were doubtful as it is an Indian name and would not sell. But [Link]
was sure, and he decided upon it. So Amul became Amul, and we all love it!
White Revolution and Amul!
The joint efforts of Patel, Dalaya, and Kurien led to the development of the National Dairy
Development Board (NDDB) in 1965. The Prime Minister named [Link] Kurien as its
founding Chairman. And this spread a wave of milk across India. Many cooperatives were set
up in Gujarat itself! On January 13, 1970, Operation Flood was launched. It became the
largest dairy development program in the world! Its main aim was to imitate the Anand
model in all parts of India. As a result, we got about 0.1 million cooperatives and 5 million
milk farmers.
Dr. Kurien developed other dairy products also, like powdered milk. He focussed on
improving the health of cattle and vaccine development. In 1973, he created an individual
marketing unit of Amul, Gujarat Cooperative Milk Marketing Federation, in order to promote
the brand in India and Abroad. He is also the man behind the foundation of IRMA (Institute
of Rural Management Anand), as he wanted future generations to benefit from the
knowledge. No wonder the government showered him with several awards like Padma Shri,
Padma Vibhushan, and Krushi Ratna.
Amul Business Model and Organizational Structure
Amul follows a unique course of action that involves "esteem for cash" products are offered
to purchasers in exchange for the cost of premiums (as the owner) of the farmers who
produce milk who supply it. Since milk is a perishable product, the rancher might be in
danger of losing it in the event that it's not sold prior to the contract is completed.
The structure of the Organization
The model of cooperatives used by Amul was later referred to as the "Anand style"
cooperative framework. It is a three-level system that includes town social orders and
regional-level dairy associations as well as a state-level organization. Each level is financially
unaffected of the other levels and consists of agents chosen from the levels below it.
It's fairly easy to comprehend. If one member does not have enough money to fund the
capital needed for the company, the other members with the same goals combine their
resources to form a larger organization that is able to raise significant capital. A cooperative
structure is extremely beneficial as it guarantees trust in the company's reputation. Banks
too prefer lending money to cooperative enterprises instead of individual owners.
Presently, Amul constitutes 30 Lakh farmers across India.
A three-tier Model of Amul
Amul is an amazing organization that is simple and yet awe. It operates on a three-step
method which ensures that each body performs its function efficiently. The three tiers are:
 Village Dairy Cooperative Society Every manufacturer is a member of the
cooperative village which is a manufacturer's community.
 District Milk Unions -Village Dairy Cooperative Society members elect their
representatives which collectively forms the District Milk Union.
 State Milk Federation-The State Milk Federation is responsible for the distribution
and sale of milk products on the market.
Conclusion
Today, Amul has about 15 million milk farmers supplying milk in 1,44,246 cooperatives
across the nation. The learnings from Amul Case Study signify that the combined efforts of
these people are the foundation of the astounding success enjoyed by Amul. We are proud of
this brand! [Link] and Tribhuvan Patel will always be remembered for helping India flow
with strength and energy! This case study on Amul will make you question the white
revolution and how Amul capitalized on the opportunity.