Amul – The Taste Of India

• Largest food brand in India

• World's Largest Pouched Milk Brand

• Annual Turnover of Rs. 42,778 Million

• Members include:

– 13 district Co-op Societies

– 12,792 village Co-op societies

– 2.6 million individuals

• Total Milk handling capacity: 10.16 million litres/ day

• Total Milk collection: 2.38 billion litres in 2006-07

• Milk drying capacity is 594 tonnes a day

• Cattle feed manufacturing capacity: 2,640 tonnes/day

Amul – The Taste Of India

Amul Network

• One of the best distribution networks of the country

• All products available all over the country

• Amul stores

• Global reach

• 57 own stores in UAE

Amul Brands

• Bread Spreads• Milk Drinks • Powdered Milk• Fresh Milk • Cheese• Cooking add-ons • Health drinks • Desserts

Indian Dairy Industry Pre- Independence

• Kaira Dairy District

• Polson Dairy Mumbai – Pestonji Edulji Dalal

(Parsi from Mumbai)

• Polson’s main consumer

• Unfair trade practices – Pricing

• Root cause for the uprising

The Uprising

• Farmers revolted against Polson’s

practices

• Consulted Vallabhai Patel

• Morarji Desai’s addressal

• Went on a 15 day strike

• The Co-Operative movement took off

Indian Dairy Supply Co.

• A new Milk Buyer was formed in Bombay

• The Co-operative Societies Act was formed

• Legal Recognition

• White Revolution

Father of the Dairy Revolution

• Dr. Verghese Kurien

• Background

• Entry into the Kaira

• Dairy Industry

Manthan-The Churning

• As said by Dr. Kurien • Directed by Shyam

Benegal • Revolves around the

evolution and the background of the Kheda District Co-operative

Dr. Rao

Mishra

Sarpanch

Bhola

The Beginning

Dr. Rao enquiring about the general practices regarding Milk Trade

Dr. Rao gathers information from senior people of the society

Dr. Rao collecting samples from the households providing milk

Dr. Rao collecting samples from the households providing milk

Dr. Rao meets Mishra – the owner of Ganganath Dairy

Dr. Rao brings milk samples to his place for testing

Team of 3 members arrive from the city

Team conducts awareness programme on Milk Co-operatives

One of the villagers offers Dr. Rao a pot of milk as gratitude and agrees to join the Co-operative

1 2

3 4

After the word of mouth effect many other villagers come to sell milk to Dr. Rao

Dr. Rao and his team start collecting milk under the name of “Kheda Milk Co-operative Society”

An audio visual screening of the Success of Co-operatives in other areas

Objective of the screening was to show the benefits in the real situation

Members of the society become the members of the Co-operative

Transfer of managing the Co-operative

A clash between the two casts takes place during the election

Post election scenario

• The election is won by a lower caste

member

• This upsets the Sarpanch

• Political contacts

• Suspension of Dr. Rao

Dr. Rao leaves Kheda

Bhola takes over and continues to lead the Co-operative

The story thereon

• Such co-operatives were formed in

different villages

• Formation of Anand Milk Co-operative

• Dr. Kurien appointed with Anand Milk Co-

operative

• Overproduction of milk

• Diversification

AMUL was formed