THIS IS THE OPERATION FLOOD PPTT

1. White Revolution
(Operation Flood)

By,
Siddharth Bhatt (100101110006)
Keval Patel (100110111007)
Niraj Ramwani (100110111008)
Darshan Bhanushali (100110111009)
Yogiraj Jadeja (100110111010)

2. Operation Flood

Operation Flood was a rural development
programme started by India's National Dairy
Development Board(NDDB) in 1970.
One of the largest of its kind, the programme
objective was to create a nation wide milk
grid.

3. Operation Flood

 It resulted in making India the largest producer of
milk and milk products, and hence is also called the
White Revolution of India.
 It also helped reduce malpractices by milk traders
and merchants.
 This revolution followed the Indian green revolution
and helped in alleviating poverty and famine levels.

4. Operation Flood

 Gujarat-based Amul (Anand Milk Union Limited)
was the engine behind the success of Operation
Flood and in turn became a mega company based on
the cooperative approach.
 Verghese Kurien (chairman of NDDB at that time),
then 33, gave the professional management skills
and necessary thrust to the cooperative, and
is considered the architect of India's 'White
Revolution'(Operation Flood).

5. Operation Flood

His work has been recognised by the award
of a
 Padma Bhushan,
 The Ramon Magsaysay Award for Community
Leadership,
 The Carnegie-Wateler World Peace Prize,
 The World Food Prize.

6. Introduction

 Operation Flood has helped dairy farmers, direct
their own development, placing control of the
resources they create in their own hands.
 A 'National Milk Grid', links milk producers
throughout India with consumers in over 700 towns
and cities, reducing seasonal and regional
price variations while ensuring that the producer
gets a major share of the price consumers pay.

7. Introduction

The bedrock of Operation Flood has been
village milk producers' cooperatives, which
procure milk and provide inputs and
services, making modern management and
technology available to members.

8. Objectives

Operation Flood's objectives included
 1. Increase milk production("a flood of milk")
 2. Augment rural incomes
 3. Fair prices for consumers

9. Programme
Implementation

Operation Flood was implemented in three
phases:
 1. Operation Flood Phase I
 2. Operation Flood Phase II
 3. Operation Flood Phase III

10. Operation Flood
Phase I

Phase I (1970 - 1980) was financed by the sale
of skimmed milk powder and butter oil
donated by the European Union (then
the European Economic Community)
through the World Food Programme.
NDDB planned the programme and
negotiated the details of EEC assistance.

11. Operation Flood

During its first phase, Operation Flood linked
18 of India's premier milk sheds with
consumers in India's major metropolitan
cities: Delhi, Mumbai, Kolkata and Chennai.
Thus establishing mother dairies in four
metros.
Phase I

12. Operation Flood
Phase I

Operation flood, also referred to as ”White
Revolution” is a gigantic project propounded
by Government of India for developing dairy
industry in the country.
The Operation Flood -1 originally meant to
be completed in 1975, actually the period of
about nine years from 1970-79, at a total cost
of Rs.116 cr.

13. Operation Flood
Phase I

 As start of operation Flood-1 in 1970 certain set of
aims were kept in view for the implementation of
the programmers.
 Improvement by milk marketing the organized dairy
sector in the metropolitan cities Bombay, Calcutta,
Madras, Delhi.
 The objectives of commanding share of milk market
and speed up development of dairy animals
respectively hinter lands of rural areas with a view to
increase both production and procurement.

14. Operation Flood
Phase II

Operation Flood Phase II (1981 - 1985)
increased the milk sheds from 18 to 136; 290
urban markets expanded the outlets for milk.
By the end of 1985, a self-sustaining system
of 43,000 village cooperatives with 42.5 lakh
milk producers were covered.

15. Operation Flood
Phase II

 Domestic milk powder production increased from
22,000 tons in the pre-project year to 1,40,000 tons by
1989, all of the increase coming from dairies set up
under Operation Flood.
 In this way EEC gifts and World Bank loan helped
promote self-reliance. Direct marketing of milk
by producers 'cooperatives increased by several
million litres a day.

16. Operation Flood
Phase III

Phase III (1985 - 1996) enabled dairy
cooperatives to expand and strengthen the
infrastructure required to procure and
market increasing volumes of milk.
Veterinary first-aid health care services, feed
and artificial insemination services for
cooperative members were extended, along
with intensified member education.

17. Operation Flood
Phase III

Operation Flood's Phase III consolidated
India's dairy cooperative movement, adding
30,000 new dairy cooperatives to the 42,000
existing societies organized during Phase II.
Milksheds peaked to 173 in 1988-89 with the
numbers of women members and Women's
Dairy Cooperative Societies
increasing significantly.

18. Operation Flood
Phase III

Phase III gave increased emphasis to research
and development in animal health and
animal nutrition.
Innovations like vaccine for Theileriosis, by
passing protein feed and urea-molasses
mineral blocks, all contributed to the
enhanced productivity of milk animals.

19. Operation Flood's
success

 Operation Flood's success led to NDDB evolving
similar programmes for other commodities.
Where potential synergies exist, NDDB has created
commercial firms to exploit these for the benefit of
rural producers. Some of NDDB's commercial
operations include: Indian Immunologicals Limited
(IIL), Hyderabad, IDMC Limited (IDMC), Anand,
Mother Dairy Fruit & Vegetable Private Limited
(MD F&V), Delhi and Dhara Vegetable Oil and
Foods Company Limited(DOFCO), Vadodara.

20. Operation Flood's
success

 In its larger interest to promote the development of
cooperatives NDDB has set up separate units and
works in close association with a number of national
level institutions. Some of these include: Sabarmati
Ashram Gaushala (SAG), Bidaj, Animal Breeding
Centre (ABC), Salon, Institute of Rural Management,
Anand (IRMA), National Cooperative Dairy
Federation of India (NCDFI), Anand and Foundation
for Ecological Security (FES),Anand.

21. Housewife brings white
revolution in her village

 LOHARDAGA: 35-year-old Premavati Devi was an
ordinary housewife, in Jiling village in Lohardaga
district. People in her own village hardly knew her.
 But all this changed in 2002 and Premavati shot to
fame, after she took a revolutionary step towards
women empowerment in the village.
 She has brought a white revolution in her village,
through a Self Help Group she formed in 2002-03.

22. Housewife brings white
revolution in her village

 Before the formation of the SHG, Surya Mahila Mandal,
the villagers could barely get milk to perform their daily
rituals.
 But now, the villagers not only consume milk produced in
their own village but they also supply over 200 litre of
milk per day to Lohardaga Dairy.
 The credit for this white revolution in the village goes to
Premavati, who is the secretary of the SHG which has 10
members.

23. Housewife brings white
revolution in her village

 After a year of its formation, the SHG took a loan of Rs 3 lakh from
Swarn Jayanti Gram Swarojgar Yojana (SJSY) and bought 10 cows.
 With grit and determination the members soon cleared the loan
and began making profit from the labour. Within no time they
brought additional 40 cows all with their own investment.
 The SHG is linked to the dairy which collects milk and makes
timely payment.
 "For better care we domesticate the cows in our respective homes,
but the milk is supplied from one centre where the dairy vehicle
comes for collection. The centre is my home where I maintain a
register of production and supply," Premavati said. Income from
the supply is distributed among the members according to their
production, she said and added that eacg member earns a net
profit of minimum Rs 2,000 per month.

24. Housewife brings white
revolution in her village

 "Scarcity of water and hike in fodder rate has
reduced our income to a certain extent. We have
demanded with the dairy authority to increase the
purchase rate of the milk," she said.
 Premavati has become an inspiration in the village
and at least 24 individuals, mostly men have begun
to rear cows.
 Premavati's husband, Brahmadeo Bharti a farmer by
profession helps her with the same zeal that she
shows in assisting him in farming.

25. Summary

 From the outset, Operation Flood was conceived and
implemented as much more than a
dairy programme. Rather, dairying was seen as an
instrument of development, generating employment
and regular incomes for millions of rural people.
 A World Bank Report 1997 says: Operation Flood
can be viewed as a twenty year experiment
confirming the Rural Development Vision.

26. References

 Wikipedia
 Times Of India
 Economics Times
 http://www.scribd.com

27. 