. for the ancient city of mul along the oxus see t rkmenabat . for the city in iran see amol . amul type cooperative industry dairy fmcg founded 1946 headquarters anand india key people chairman gujarat co operative milk marketing federation ltd. gcmmf products see complete products listing revenue us 3.4 billion 2014 15 number of employees 750 employees of marketing arm & 3.6 million milk producer members 1 parent gcmmf 1 website www.amul.com the amul plant at anand showing the milk silos amul is an indian dairy cooperative based at anand in the state of gujarat india . 2 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 ownned by 3.6 million milk producers in gujarat . 3 amul spurred india s white revolution which made the country the world s largest producer of milk and milk products . 4 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 . 5 contents 1 history 2 about gcmmf 3 the three tier amul model 4 products 5 uht products and impact 6 any time milk atm machine 7 advertising 8 in popular culture 9 references 10 external links history edit 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 . 6 7 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 . 8 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 . 7 milk collection was decentralized as most producers were marginal farmers who could deliver at most 1 2 litres of milk per day . cooperatives were formed for each village too . 9 the cooperative was further developed and managed by dr.verghese kurien with h.m. dalaya . dalaya s innovation of making skim milk powder from buffalo milk for the first time in the world and a little later with kurien s help making it on a commercial scale 10 led to the first modern dairy of the cooperative at anand which would compete against established players in the market . kurien s brother in law k.m. philip sensitized kurien to the needs of attending to the finer points of marketing including the creation and popularization of a brand . this led to the search for an attractive brand name . in a brainstorming session a chemist who worked in the dairy laboratory suggested amul which came from the sanskrit word amulya which means priceless and denoted and symbolised the pride of swadeshi production . 11 the trio s t. k. patel kurien and dalaya s success at the cooperative s dairy soon spread to anand s neighbourhood in gujarat . within a short span five unions in other districts mehsana banaskantha baroda sabarkantha and surat were set up . 7 to combine forces and expand the market while saving on advertising and avoid competing against each other the gcmmf an apex marketing body of these district cooperatives was set up in 1973 . the kaira union which had the brand name amul with it since 1955 transferred it to gcmmf . 12 in 1999 it was awarded the best of all rajiv gandhi national quality award . 13 adding to the success dr. madan mohan kashyap faculty agricultural and engineering department punjab agricultural university ludhiana dr. bondurant visiting faculty and dr feryll former student of dr verghese kurien visited the amul factory at anand as a research team headed by dr. bheemsen & shivdayal pathak ex director of the sardar patel renewable energy research institute in the 1960s . a milk pasteurization system at the research centre of punjab agricultural university pau ludhiana was then formed under the guidance of kashyap . the technological developments at amul have subsequently spread to other parts of india . about gcmmf edit 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 . 1 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 . gujarat cooperative milk marketing federation ltd. gcmmf is india s largest food product marketing organisation with annual turnover 2014 15 us 3.4 billion . its daily milk procurement is approx 14.85 million lit per day from 18 536 village milk cooperative societies 17 member unions covering 33 districts and 3.37 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 scheduled castes . 1 the three tier amul model edit this section needs additional citations for verification . please help improve this article by adding citations to reliable sources . unsourced material may be challenged and removed . february 2012 learn how and when to remove this template message 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 the operation flood programme . it is known as the amul model or anand . products edit a can of amul cow ghee 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 . in january 2006 amul launched india s first sports drink stamina . 14 amul offers mithai mate which competes with milkmaid by nestle . citation needed 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 instead of from vegetable fat . citation needed amul s sugar free pro biotic ice cream won the international dairy federation marketing award for 2007 . 15 uht products and impact edit over the years amul has been witnessing growth in this portfolio with the segment growing at 53 % 16 long life uht products for urban populations like amul taaza which are packed in tetra pak cartons which undergoes uht treatment to remove all harmful micro organisms while retaining the nutrition in the milk . amul sells around 4 500 000 litres of uht milk and other value added products per day and forecast this demand to continue growing at 25 % . the uht products have enabled amul to position itself as the market leader in packaged milk segment without the need of maintaining cold supply chains . 17 any time milk atm machine edit amul has installed a any time milk machine which dispenses a milk pouch at anand s amul dairy . amul plans to install six such atms in anand . according to dr. k rathnam md of amul dairy amul wants to add a whole range of dairy products which could be dispensed through these machines . 18 advertising edit in 1966 amul hired sylvester dacunha then managing director of the advertising agency as to design an ad campaign for amul butter . dacunha designed a campaign as series of hoardings with topical ads relating to day to day issues . 19 it was popular and earned a guinness world record for the longest running ad campaign in the world . in the 1980s cartoon artist kumar morey and script writer bharat dabholkar had been involved with sketching the amul ads ; the latter rejected the trend of using celebrities in advertisement campaigns . dabholkar credited chairman verghese kurien with creating a free atmosphere that fostered the development of the ads . 20 despite encountering political pressure on several occasions dacunha s agency has made it a policy of not backing down . some of the more controversial amul ads include one commenting on the naxalite uprising in west bengal on the indian airlines employees strike and one depicting the amul butter girl wearing a gandhi cap . 19 in 2013 amul tweeted a picture featuring the amul butter girl implying that freedom of choice died in 2013 in opposition to the supreme court of india overruling the judgment of delhi high court and criminalising homosexuality again . 21 in popular culture edit the establishment of amul is known as white revolution . the white revolution inspired the notable indian film maker shyam benegal to base his film manthan 1976 on it . it starred smita patil girish karnad naseeruddin shah and amrish puri . the film was financed by over five lakh rural farmers in gujarat who contributed rs 2 each to its budget . upon its release these farmers went in truckloads to watch their film making it a commercial success . 22 23 manthan was chosen for the 1977 national film award for best feature film in hindi . references edit a b c organisation amul the taste of india . amul 2015 05 14 . retrieved on 2015 11 29 . alexander fraser laidlaw . cooperatives and the poor . a development study prepared for the international cooperative alliance and the canadian international development agency 1977 . the co operative was initially referred to as anand milk federation union limited hence the name amul . the amul story general management review archived 4 december 2005 at the wayback machine . indiadairy.com . indiadairy.com . retrieved on 2015 11 29 . dasgupta manas 9 september 2012 . kurien strode like a titan across the bureaucratic barriers and obstacles . the hindu . chennai india . retrieved 13 september 2012 . george shanti 1985 . operation flood an appraisal of current indian pairy policy . delhi oxford university press . isbn 978 0 19 561679 8 . a b c heredia ruth 1997 . the amul india story . new delhi tata mcgraw hill . suhrud tridip 8 april 2006 . the magic of manthan . tehelka . retrieved 2 february 2011 . thapar romila 2001 . seminar issues 497 508 . seminar . economic and political weekly volume 6 part 4 . economic and political weekly . 6 . 1971 . verghese kurien . i too had a dream . as told to gouri salvi lotus collection an imprint of roli books 2005 2007 . the cheese industry in india . chillibreeze . shrawan 2013 05 29 . annex iv