Amul is an Indian dairy cooperative based in Anand, Gujarat that is managed by the Gujarat Cooperative Milk Marketing Federation. Formed in 1946, it is jointly owned by 3 million milk producers and has become the largest food brand in India. It spurred India's White Revolution by making the country the largest producer of milk and milk products. Amul uses a three-tier cooperative structure of village dairy societies, district milk unions, and a state milk federation to collect, process, and market milk.

1. Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.[2]
The
word amul (अमूल) is derived from the Sanskrit word amulya(अमूल्य), meaning rare, valuable .[3]
The
co-operative was initially referred to asAnand Milk Federation Union Limited hence the name AMUL.
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 million milk producers in
Gujarat.[4]
Amul spurred India's White Revolution, which made the country the world's largest producer of milk
and milk products.[5]
In the process Amul became the largest food brand in India and has ventured
into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is
credited with the success of Amul.[6]
Amul (Anand Milk Union Limited)
Type Cooperative
Industry Dairy/FMCG
Founded 1946
Headquarters Anand, Gujarat, India
Key people Chairman,GujaratCo-operative Milk
Marketing Federation Ltd. (GCMMF)
Products See complete products listing
Revenue US$3.1 billion (2013–14)

2. Number of
employees
750 employees of Marketing Arm.
However, real pool consistof3 million milk
producer members[1]
Slogan The Taste of India
Website www.amul.com
About GCMMF[edit]
Main article: GCMMF
The GCMMF is the largest food products marketing organisation of India. It is the apex organisation
of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the
brand name of Amul and Sagar.[15]
Over the last five and a half decades, dairy cooperatives in
Gujarat have created an economic network that links more than 3.1 million village milk products with
millions of consumers in India.[citation needed]
The daily milk procurement of GCMMF is around 13 million
liters per day. It collects milk from about 16914 village milk cooperative societies, 17 member unions
and 24 districts covering about 3.18 million milk producer members. More than 70% of the members
are small or marginal farmers and landless labourers including a sizeable population of tribal folk
and people belonging to the scheduledcastes.[15]
The three-tier "Amul Model"[edit]
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help improve this article by adding citations to reliable sources. Unsourced
material may be challenged and removed. (February 2012)
The Amul Model is a three-tier cooperative structure. This structure consists of a dairy cooperative
society at the village level affiliated to a milk union at the district level which in turn is federated into a
milk federation at the state level. Milk collection is done at the village dairy society, milk procurement
and processing at the District Milk Union and milk products marketing at the state milk federation.
The structure was evolved at Amul in Gujarat and thereafter replicated all over the country under th e
Operation Flood programme. It is known as the 'Amul Model' or 'Anand Pattern' of dairy
cooperatives.
The main functions of the VDCS are:

3.  Collection of surplus milk from the producers of the village and payment based on quality and
quantity,
 Providing support services to the members like veterinary first aid, artificial insemination
services, cattle-feed sales, mineral mixture sales, fodder and fodder seed sales, conducting
training on animal husbandry and dairying,
 Selling liquid milk for local consumers of the village,
 Supplying milk to the District Milk Union.
State Cooperative Milk Federation(Federation)[edit]
The main functions of the federation are as follows:
 Marketing of milk and milk products processed/manufactured by Milk Unions,
 Establish a distribution network for marketing of milk and milk products,
 Arranging transportation of milk and milk products from the Milk Unions to the market,
 Creating and maintaining a brand for marketing of milk & milk products,
 Providing support services to the Milk Unions and members like technical inputs, management
support and advisory services,
 Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions,
 Establish feeder-balancing dairy plants for processing the surplus milk of the Milk Unions,
 Arranging for common purchase of raw materials used in manufacture/packaging of milk
products,
 Decide on the prices of milk and milk products to be paid to Milk Unions,
 Decide on the products to be manufactured at Milk Unions and capacity required for the same.
 Conduct long-term milk production, procurement and processing as well as marketing planning.
 Arranging finance for the Milk Unions and providing them technical know-how.
 Designing and providing training in cooperative development and technical and marketing
functions.
 Conflict resolution and keeping the entire structure intact.
Today, there are around 176 cooperative dairy unions formed by 125,000 dairy cooperative
societies, having a total membership of around 13 million farmers on the same pattern, who are
processing and marketing milk and milk products profitably, be it Amul in Gujarat or Verka in Punjab,
Vijaya in Andhra Pradesh, Milma in Kerala, Gokul in Maharashtra, Saras in Rajasthan or a Nandini
in Karnataka. This process has created more than 190 dairy processing plants spread all over India
with large investments by these farmers' institutions. These cooperatives today collect approximately
23 million kg of milk per day and pay an aggregate amount of more than Rs. 125 billion to the milk
producers in a year.[citation needed]

4. Impact of the "Amul Model"[edit]
The effects of Operation Flood Programme are appraised by the World Bank in an evaluation report.
It has been proved that an investment of Rs. 20 billion over 20 years under Operation Flood in the
1970s and 80s has contributed in increase of India’s milk production by 40 million metric tonnes
(MMT), i.e., from about 20 MMT pre-Operation Flood to more than 60 MMT at the end of Operation
Flood.
Thus, an incremental return of Rs. 400 billion annually have been generated by an investment of Rs.
20 billion over 20 years. India’s milk production continues to increase and now stands at 90 MMT(as
of 2012). Despite this fourfold increase in production, there has not been a drop in the prices of milk
during the period while production has continued to grow.
Due to this movement, the country’s milk production tripled between the years 1971 and 1996.
Similarly, the per capita milk consumption doubled from 111 gm per day in 1973 to 222 gm per day
in 2000.
The Amul brand[edit]
GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales
offices spread all over the country, more than 5000 wholesale dealers and more than 700000
retailers.
Amul became the world's largest vegetarian cheese[16]
and the largest pouched-milk brand.
AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over
40 countries of the world. AMUL is exporting a wide variety of products which include whole and
skimmed milk powder, cottage cheese (Paneer), UHT milk, clarified butter (Ghee) and indigenous
sweets.
The major markets are USA, West Indies, and countries in Africa, the Gulf Region,
and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China, and others such
as Mauritius, Australia, Hong Kong and a few South African countries. Its bid to enter the Japanese
market in 1994 did not succeed, but it plans to venture again.[17]
In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate
to find out Asia's top 1000 Brands.[18]
In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand
Trust Report, published by Trust Research Advisory,[19]
where as in the 2014 edition of The Brand
Trust Report,[20]
Amul is ranked 7th in the list of India's Most Trusted Food and Beverages brands.
Products[edit]

5. Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti
Dahi, Yoghurt, Buttermilk, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured
milk, basundi, Amul Pro brand and others. Amul PRO is a recently launched brown beverage just
like bournevita and horlicks offering whey 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'sGatorade.[21]
Amul offers mithaimate 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.
Amul's icecreams are made from milk fat and thus are icecreams in real sense of the word, while
many brands in India sell frozen desserts made from vegetable fat.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for
2007.[citation needed]
Amul Butter Girl
Edited from an article by Mini Varma published in The Asian Age on March 3, 1996
The moppet who put Amul on India's breakfast table 50 years after it was first launched, Amul's sale figures have jumped
from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a
thumb-sized girl climbed on to the hoardings and put a spell on the masses.
Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is
out in the balconydrying clothes. From her second floor flat she can see her neighbours on the
road. There are other people too. The crowd seems to be growing larger by the minute. Unable
to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. She
expects the worst but can see no signs of an accident. It is her four-year-old who draws her
attention to the hoarding thathas come up overnight. "It was the first Amul hoarding that was put
up in Mumbai," recalls Sheela Mane. "People loved it. I remember it was our favourite topic of
discussion for the next one week! Everywhere we went somehow or the other the campaign
always seemed to crop up in our conversation."
Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from strategically placed hoardings at many
traffic lights. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). How ofte n
have we stopped,looked,chuckled at the Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous

6. Urmila or simplyas herself,dressed in her little polka dotted dress and a red and white bow, holding out her favourite pack et
of butter.
For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now
ready to enter the Guinness Book of World Records for being the longestrunning campaign ever.The ultimate compliment to
the butter came when a British company launched a butter and called it Utterly Butterly, last year.
It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the
account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the
earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads.
In India, food was something one couldn't afford to fool around with. It had been taken too seriously, for too long. Sylvester
daCunha decided it was time for a change of image.
The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle
public opinion,gimmickryand all else. The Amul girl who lends herself so completely to Amul butter, created as a rival to the
Polson butter girl. This one was sexy, village belle, clothed in a tantalising choli all but covering her upper regions. "Eus tace
Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife's heart. And who
better than a little girl?" says Sylvester daCunha. And so it came about that the famous Amul Moppet was born.
That October, lamp kiosks and the bus sites ofthe city were splashed with the moppet on a horse. The baseline simply said,
Thoroughbread, Utterly Butterly Delicious Amul,. It was a matter of just a few hours before the daCunha office was ringing
with calls. Not just adults, even children were calling up to say how much they had liked the ads. "The response was
phenomenal," recalls Sylvester daCunha. "We knew our campaign was going to be successful."
For the first one year the ads made statements of some kind or the other but they had not yet acquired the topic al tone. In
1967, Sylvester decided that giving the ads a solid concept would give them extra mileage, more dum, so to say. It was a
decision thatwould stand the daCunhas in good stead in the years to come. In 1969, when the city first saw the beginning o f
the Hare Rama Hare Krishna movement,Sylvester daCunha,Mohammad Khan and Usha Bandarkar, then the creative team
working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted to the ad with a fervour
that was almost as devout as the Iskon fever.
That was the first of the many topical ads that were in the offing. From then on Amul began playing the role of a social
observer. Over the years the campaign acquired that all important Amul touch.

7. India looked forward to Amul's evocative humour.If the Naxalite movementwas the happening thing in Calcutta, Amul would
be up there on the hoardings saying, "Bread without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an
Indian Airlines strike Amul would be there again saying, Indian Airlines Won't Fly Without Amul.
There are stories about the butter that people like to relate over cups of tea. "For over 10 years I have been collecting Amu l
ads. I especially like the ads on the backs of the butter packets, "says Mrs. Sumona Varma. What does she do with these
ads? "I have made an album of them to amuse my grandchildren," she laughs. "They are almost part of our culture, aren't
they? My grandchildren are alreadybeginning to realise thatthese ads are notjusta source of amusement. They make them
aware of what is happening around them."
Despite some of the negative reactions that the ads have got, DaCunhas have made it a policy not to play it safe. There are
numerous ads that are risque in tone. "We had the option of being sweet and playing it safe, or making an impact. A fine
balance had to be struck. We have a campaign that is strong enough to make a statement. I didn't want the hoardings to be
pleasant or tame. They have to say something," says Rahul daCunha.
"We ran a couple of ads that created quite a furore," says Sylvester daCunha. "The Indian
Airlines one really angered the authorities. They said if they didn't take down the ads they would
stop supplying Amul butter on the plane. So ultimately we discontinued the ad," he says
laughing.Then there was the time when the Amul girl was shown wearing the Gandhi cap. The
high command came down heavy on that one. The Gandhi cap was a symbol of independence,
they couldn't have anyone not taking that seriously. So despite their reluctance the hoardings
were wiped clean."Then there was an ad during the Ganpati festival which said, Ganpati Bappa
More Ghya (Ganpati Bappa take more). The Shiv Sena people said that if we didn't do
something about removing the ad they would come and destroy our office. It is surprising how
vigilant the political forces are in this country. Even when the Enron ads (Enr On Or Off) were
running, Rebecca Mark wrote to us saying how much she liked them."
There were other instances too. Heroine Addiction, Amul's little joke on Hussain had the artist ringing the daCunhas up to
requestthem for a blow up of the ad. "He said that he had seen the hoarding while passing through a small district in UP. He
said he had asked his assistant to take a photograph of himself with the ad because he had found it so
funny
," says Rahul daCunha in amused tones. Indians do have a sense of humour, afterall.
From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at
their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them. Where does Amul's

8. magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody
would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun.
Obituary: The father of the Amul girl passes away
Eustace Fernandes, the creator of the Amul girl, passed away at the age of 75. Fernandes is
best remembered as a cartoonist and an illustrator and was living a retired life for some time.
The Amul moppet has featured in hoardings for almost 43 years, making it the longest running
ad campaign ever in the world. The hoardings displayed one-liners that constituted a veritable
commentaryon contemporarypolitical and social events,with each week featuring a new theme
The iconic Amul girl, which turns 43 this year, is all set to enter the Guinness Book of World Records for being the longest
running campaign in the world.
Way back in 1966,the Amul accountwas given to the advertising agency called Advertising and Sales Promotion (ASP). The
team of Sylvester da Cunha, Eustace Fernandes, Usha Katrak and Marie Pinto worked on the Amul account at that point of
time. The ad became a rage with the tagline 'Utterly butterly delicious Amul' - and the rest, they say, is history.
Fernandes worked on the Amul account for three years till 1969 and then the team of Usha Katrak, K Kurian, Eustace
Fernandes and Radha started Radeus Advertising in 1974.As a matter of fact, the word Radeus originated from the firstthree
letters of Radha and Eustace.

10. Check out this vast and ever-growing range of 'tasteful' Amul
delectables!