Verghese Kurien was an Indian engineer and social entrepreneur known as the "Father of the White Revolution in India". He was born in 1921 in Kerala and graduated with degrees in physics and metallurgical engineering. Kurien helped establish the National Dairy Development Board and Gujarat Cooperative Milk Marketing Federation (GCMMF), which manages the Amul brand. Under his leadership, Amul became the largest food brand in India through its cooperative model that empowered millions of farmers. Kurien's work transforming India's dairy industry through Operation Flood is considered one of the largest rural development programs in the world.

1. PRINCIPLES OF MANAGEMENT

3. - Born on 26th November 1921 in a Syrain
Christian family at Kozhikode, Kerala.
- Graduated in Physics from Madras in 1940 &
then did his B.E. ( Mech ).
- He went to USA & earn his Master of Science in
Metallurgical Engineering from Michigan State
University .

4. - - In between, he completed special studies
in engineering at the Tata Iron & Steel
Company Institute at Jamshedpur, Bihar.
- - In February 1946 he under went 9 months
of Specialized training in dairy engineering
at the National Dairy Research Institute of
Bangalore.

6. - Father Of The White Revolution In India.
- Architect behind the success of the Largest Dairy
Development Program in the World.
- Chairman of the National Dairy Development Board (NDDB)
& the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF).

7. ACTIVITIES
- - Largest producer of milk.
- - Rapid & significance progress
- - Recognized as a man behind success.
- - He set up GCMMF.
- - Also exported milk products abroad.
- - Compete against NESTLE.
- - Unique achievements.

8.  Verghese Kurien (2005) - I Too Had a Dream.
 Verghese Kurien (1997)- An Unfinished Dream. Tata-
McGraw-Hill.
 The Man Who Made The Elephant Dance – Audio
Autobiography of Dr. Kurien in the voice of Tom Alter with Audio
Foreword by Ratan Tata, in his own voice .
 Verghese Kurien – The Man with the Billion Litre idea ( Amar
Chitra Katha. )

11.  Amul is an abbreviation of Anand Milk Union
Limited.
 Formed in 1946, it is a brand managed by a co
operative body, the Gujarat Co-operative Milk
Manufacturing Federation Ltd. (GCMMF)
 Amul is synonymous with butter in India.
 Amul Butter Girl has been a part of Indian
Consumers since 1950.
 Amul means “AMULYA”.
 Started the white revolution in India,
 Amul dairy is no.1 in India and no.2 in Asia.

14. Strengths
Largest food brand in India
High Quality, Low Price
Highly Diverse Product Mix
Opportunities
Penetrate international
markets
Diversify product portfolio to
enter new product categories
and expand existing categories
like processed foods,
chocolates etc
Threats
Competitors - Hindustan
Lever, Nestle and Britannia
Growing price of milk and
milk products
Weaknesses
Risks of highly complex
supply chain system
Strong dependency on weak
infrastructure

15. POSITIONING
Category Market Share Market Position
Butter, Ghee 88% 1
Milk Powder 40% 1
Cheese 75% 1
Ice-cream 25% 2
Sweets 50% 1
Chocolate Drink 90% 1
Chocolate 10% 3

17.  Collects 447,000 litres of milk from
2.12 million farmers
 Converts the milk into branded,
packaged products
 Delivers goods worth Rs 6 crore daily
 500,000 retail outlets across India
 3,500 distributors
 47 depots with dry and cold
warehouses
 Dedicated vehicle operations.

19.  Heavy investment in the
simultaneous development
of suppliers
 Effective management
 Vast and complex supply
chain stretches from small
suppliers to large fragmented
markets.

20. PRODUCT LIFE CYCLE
Introduction Growth Maturity
AMUL BUTTER
X
Y
ProductMarketGrowthRate

22. PRODUCT
 First product of Amul is Butter
 Amul products includes Milk Powders, Milk, Butter,
Ghee, Cheese, Masti Dahi, etc.
 Amul’s sugar-free Pro-Biotic Ice-cream won the
International Dairy Federation Marketing Award for
2007.
 Packaging

23. AWARDS AWARDING
ORGANIZATION
Padma Vibhushan Government on in India
Padma Bhushan Government on in India
Padma Shri Government on in India
Krushi Ratna Award Government on in India
World Food Prize World Food Prize,USA
Wateler Peace Prize Wateler Peace Prize (Netherland)
INT… person of the year World Dairy Expo….