• Team Business-360°

The endearing and enduring success story of Amul

Updated: Jul 31, 2021

Amul has conquered it all - butter, curd, beverage, cheese, ghee, ice cream, chocolates and even our hearts. The milk company that established itself in Anand, Gujarat on 14th December 1946, before India’s independence from the British, successfully brought economic independence and women empowerment to millions of dairy farmers at that time and continues to do so even today. Started by Tribhuvandas Kishibhai Patel and Dr. Verghese Kurien (the latter also known as the Father of the White Revolution) Amul gained its success for the following reasons:

  1. Elimination of the middleman: Amul initially was founded because the farmers were getting exploited by the British and by middlemen. By eliminating middlemen and allowing farmers to sell directly to the plants, an increasing number of dairy farmers became a part of the Gujarat Co-operative Milk Marketing Federation (GCMMF).

  2. Diversification and innovation: By expanding their market to produce not only milk but also products like butter, milk powder, ice creams, cottage cheese among others, Amul managed to stay up to date with the needs of their market and hence, stay relevant.

  3. Effective marketing: Over the years, Amul has not only come up with the most iconic and catchy jingles but also with the iconic “Amul girl” it has managed to stand apart from its competition and also create an identity for itself in the market.

  4. Efficiency in its supply structure: Amul uses three tiers in their supply process, the first tier is at the village level collecting the milk and keeping the milk farmers connected with the milk unions, second at the district level where the milk is kept and processed and lastly at the state level for distribution to the various places.

During the Covid-19 pandemic

Even during the pandemic, Amul hasn’t stopped innovating and keeping it fresh. They've come up with around 33 new products in the first quarter of 2020 itself! These include milk products, sweets, and even frozen foods. It has even come up with a line of immunity boosting products like haldi ice cream, Ginger doodh among others.

Amul and Women empowerment

Amul has helped empower women since its conception. Dr. Kurien has believed in employing dairy farmers regardless of their caste, gender or creed. As a result, many women gained economic independence by supplying the milk they got from their cattle to these milk unions in their villages. For example, a lady in Gujarat closely affiliated with Amul, sold milk worth 1 crore in a year! Amul has also helped with the status of women in the village society, by enabling them to have a more prominent role in their families and the decision making process. Along with this, it has even managed to decrease the rate of female infanticide thus bringing up the male and female ratio in the villages.

Amul has single-handedly been the cause of the White Revolution in 1970 (also known as Operation Flood). It gave employment to dairy farmers regardless of their caste, creed or economic background. The farmers being at the profit receiving of the process has helped many people come out of economic instability. Amul made India a country that once faced a shortage of milk and had to import, to one that produces surplus milk and exports to various countries.

To know more about Amul’s journey, click here:

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