about Amul

1. INDIAN BASED MNC’S
Amul:
 This article is about the Indian dairy cooperative.
 For the ancient city of Āmul along the Oxus, see Türkmenabat.
 Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
 Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk
producers in Gujarat.
 Amul spurred India's White Revolution, which made the country the world's largest producer
of milk and milk products. In the process Amul became the largest food brand in India and
has ventured into markets overseas.
History of Amul:
 Amul-operative registered on 14 December 1946 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in
the small city distances to deliver milk, which often went sour in summer, to Polson. The
prices of milk were arbitrarily determined. Moreover, the government had given monopoly
rights to Polson to collect milk from mikka and supply it to Bombay city.
 Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to
form a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson
(who did the same but gave them low prices).He sent Morarji Desai to organise the farmers.
In 1946, the milk farmers of the area went on a strike which led to the setting up of the
cooperative to collect and process milk.]
Milk collection was decentralized, as most

2. producers were marginal farmers who could deliver, at most, 1–2 litres of milk per day.
Cooperatives were formed for each village, too.
 In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.
Products:
 Amul's product range includes milk powders, milk, butter, ghee, cheese, dahi,
yoghurt, buttermilk, chocolate, ice cream, cream, shrikhand,paneer, gulab jamuns, flavoured
milk, basundi and others. Amul PRO is a recently launched brown beverage just
like bournvita andhorlicks offering with protein, DHA and essential nutrients. In January 2006,
Amul launched India's first sports drink, Stamina, which competes with Coca-
Cola's Powerade and PepsiCo's Gatorade.
 Amul offers Mithai Mate which competes with Milkmaid by Nestle by offering more fat at
lower price.
 In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product
offering in the milk products segment. Other Amul brands are Amul Kool, a low-calorie thirst
quenching drink; Masti Butter Milk; and Kool Cafe, ready to drink coffee.
Business functions in Amul:

6. Business function head:
 Rahul Kumar Srivastava, managing director of Kaira District Cooperative Milk
Producers’ Union Limited (KDCMPUL), also known as Amul Dairy, is set to head
the Indian operations of the world’s largest dairy group, Le Groupe Lactalis, in
Chennai.
 Verghese Kurien (26 November 1921 – 9 September 2012) was an Indian social
entrepreneur who is known as the Father of White Revolution in India for his Operation
Flood, the world's largest agricultural development programme This transformed India
from a milk-deficient nation to the world's largest milk producer, surpassing the United
States of America in 1998 with about 17 percent of global output in 2010–11, which in 30
years doubled milk available to every person Dairy farming became India's largest self-
sustaining industry He also made India self-sufficient in edible oils taking on the powerful
and entrenched oil supplying lobby