Formation Of Amul


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Formation Of Amul

  1. 1. Planning & Formation Of A Company By- Jasim Khomi
  2. 2. AMUL – The Taste Of India
  3. 3. Founder Of The Amul CompanyDr Verghese Kurien, the Chairmanof the GCMMF (Gujarat Co-operative Milk MarketingFederation Ltd), an apexcooperative organisation, based inthe in Anand town of Gujarat, India.
  4. 4. Amul – The Taste Of India• Amul was formed on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless.• It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited.• Amul products have been in use in millions of homes since 1946.
  5. 5. Planning• AMUL was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat).• Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season.
  6. 6. Planning Contd. Milk is a commodity that has to be collected twice aday from each cow/buffalo. In winter, the producerwas either left with surplus / unsold milk or had tosell it at very low prices. Moreover, the governmentat that time had given monopoly rights to PolsonDairy (around that time Polson was the most wellknown butter brand in the country) to collect milkfrom Anand and supply it to Bombay city in turn.India ranked nowhere amongst milk producingcountries in the world because of its limitations in1946 British Raj.
  7. 7. Planning Contd.• Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel.• Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson .• He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers.• In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946.
  8. 8. Formation
  9. 9. Dr. Rao
  10. 10. Mishra
  11. 11. Sarpanch
  12. 12. Bhola
  13. 13. The Beginning
  14. 14. Dr. Rao enquiring about the general practices regarding Milk Trade
  15. 15. Dr. Rao gathers information from senior people of the society
  16. 16. Dr. Rao collecting samples from the households providing milk
  17. 17. Dr. Rao collecting samples from the households providing milk
  18. 18. Dr. Rao meets Mishra – the owner of G
  19. 19. Dr. Rao brings milk samples to his place for testing
  20. 20. Team of 3 members arrive from the city
  21. 21. Team conducts awareness programme
  22. 22. One of the villagers offers Dr. Rao a pot of milk as gratitude and agrees to join the Co-operative
  23. 23. After the word of mouth effect many other villagers come to sell milk to Dr. Rao
  24. 24. Dr. Rao and his team start collecting milk under the name of “Kheda Milk Co-operative Society”
  25. 25. An audio visual screening of the Success of Co- operatives in other areas
  26. 26. Objective of the screening was to show the benefits in the real situation
  27. 27. Members of the society become the members of the Co-operative
  28. 28. Post election scenario• The election is won by a lower caste member• This upsets the Sarpanch• Dr. Rao decides to Leave
  29. 29. Dr. Rao leaves Kheda
  30. 30. Bhola takes over and continues to lead the Co-operative
  31. 31. The story thereon• Such co-operatives were formed in different villages• All these societies were merged into one.• Formation of Anand Milk Co-operative• Dr. Verghese Kurien appointed with Anand Milk Co-operative• Overproduction of milk• Diversification
  32. 32. AMUL was formed