Type- Cooperative society.
Industry- Food processing, FMCG.
Founded- 1946; 75 years ago.
Founder- Tribhuvandas Patel.
Headquarters- Anand, Gujarat, India.
Area served- Worldwide.
Key people- Rupinder Singh Sodhi (MD).
Products- Dairy, Chocolate.
Revenue- ₹38,550 crore (US$5.4 billion) (2020).
Number of employees- 1,000 (Marketing Arm).
Capacity- 36 lakh (3.6 million) (Milk producing members).
Amul, also known as the Kaira District Co-operative Milk Producers’ Union, stands as India’s foremost dairy cooperative society. Nestled in the heart of Anand, Gujarat, it was founded in 1949 and operates under the patronage of the Gujarat Co-operative Milk Marketing Federation (GCMMF). This comprehensive article delves into Amul’s rich history, expansive production, ingenious marketing strategies, and notable certifications, shining a light on its journey from humble beginnings to global recognition.
The Genesis of Amul
Amul’s inception dates back to 1946 when a group of farmers from the Kaira District in Gujarat united against the unjust practices prevailing in the milk trade. These farmers were tired of middlemen and traders siphoning off the lion’s share of their hard-earned income, leaving them with meager returns. This mounting frustration eventually led to a watershed moment when they sought the counsel of the great Indian patriot, Sardar Vallabhbhai Patel. Patel’s advice was clear: eliminate middlemen and establish their own cooperative milk producers’ union.
Tribhuvandas Patel’s Vision
Emboldened by Sardar Patel’s counsel, and under the visionary leadership of Tribhuvandas Patel, the Kaira District Co-operative Milk Producers’ Union Ltd. was born. It marked the beginning of a journey that would transform the dairy industry in India. Tribhuvandas Patel became the first founding chairman of the organization and steered it until his retirement.
Verghese Kurien and the White Revolution
The year 1950 was pivotal for Amul, as it welcomed Dr. Verghese Kurien, a young and highly educated dairy enthusiast, as a junior manager. Despite lucrative opportunities elsewhere, Dr. Kurien was deeply inspired by the cooperative ethos and the vision of Tribhuvandas Patel. His philosophy, “Value for money” and “Value for milk,” set the stage for innovative growth. Dr. Kurien’s leadership and unwavering commitment to the cooperative model earned him the title of the “Father of the White Revolution” in India.
Production and Impact
Amul’s dairy portfolio has evolved significantly over the years. One standout development has been the implementation of Ultra-High Temperature (UHT) processing, which extends the shelf life of milk products by an impressive 53%. This technological advancement ensures that urban populations have access to fresh and nutritious milk. Leading the way is Amul Taaza, Amul’s flagship milk product, packaged in Tetra Pack cartons, boasting a shelf life of approximately 180 days when stored properly. On a daily basis, Amul successfully sells 400,000-500,000 liters of UHT milk and an array of dairy products, with global demand steadily growing at an impressive rate of 25%.
Amul’s Ingenious Marketing Strategy
Amul’s marketing strategy is a testament to its ingenious approach. Instead of launching separate campaigns for its vast array of 50-plus products, Amul has adeptly promoted its brand as a singular, highly recognizable entity. This innovative “umbrella marketing” strategy allows Amul to market a diverse range of products under one universally trusted brand name.
In 1996, Amul enlisted Sylvester Da Cunha as the managing director of its advertising agency, setting the stage for an iconic Ad Campaign. This campaign featured witty and topical hoardings that addressed day-to-day issues, earning it the distinction of being the longest-running ad campaign in the world, as recognized by the Guinness World Records. Amul’s ads have consistently displayed creativity and, at times, controversy, tackling current events and societal issues with wit and humor.
Certifications and Quality Assurance
Amul’s commitment to quality and safety is underscored by several certifications, including ISO 22000:2005 and ISO 9001:2000. These certifications serve as a testament to Amul’s unwavering dedication to maintaining rigorous quality standards in its dairy products. Additionally, Amul is recognized by the Agricultural and Processed Food Exports Development Authority (APFEDA), further solidifying its reputation for excellence.
Global Expansion and Continued Growth
Amul’s influence extends far beyond India’s borders. Its dairy products have gained popularity worldwide, making Amul a household name not only in India but also in various international markets. The cooperative model championed by Amul has served as a source of inspiration for other nations striving to empower farmers and create sustainable dairy industries.
In closing, Amul’s remarkable journey from a small cooperative in Gujarat to India’s dairy giant is a testament to the transformative power of collective effort, visionary leadership, and unwavering commitment to quality. Amul’s innovative production methods, creative marketing strategies, and global impact have cemented its position as a symbol of excellence in the dairy industry. As it continues to grow and adapt to changing times, Amul remains an iconic brand that embodies the spirit of cooperation, quality, and progress.
Amul Dairy Management