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{{short description|Indian state government cooperative}}
{{About|the cooperative|the ancient city of gobar of Āmul along the Oxus|Türkmenabat|the city in Iran |Amol}}
{{Use Indian English|date=August 2020}}
{{Use dmy dates|date=January 2014}}
{{copyedit|date=March 2022}}
{{Infobox company
| name = Amul
| logo = Amul official logo.svg
| logo_size = 250
| type = [[Cooperative society]]
| industry = {{plainlist|
*[[Food processing]]
*[[fast moving consumer goods|FMCG]]}}
| products = Dairy
| foundation = {{Start date and age|df=yes|1946}}
| founder = [[Tribhuvandas Patel]]
| location = [[Anand, Gujarat]], India
| area_served = Worldwide
| key_people = Rupinder Singh Sodhi<br/>(Managing Director)<ref>{{cite news |title=Shri Amit Vyas – NDDB Foundation for Nutrition |url=https://www.nfn.org.in/shri-rs-sodhi |access-date=30 March 2019 |work=www.nfn.org.in}}</ref>
| revenue = {{profit}} {{INRConvert|386|b}}<ref name="amul.com">{{cite web|url=https://www.amul.com/files/pdf/Final_English-GCMMF_sales_Turnover-2019-2020_1st_April_2020.pdf|title=Gujarat Co-operative Milk Marketing Federation (AMUL) achieves turnover of Rs. 52000 crore 7billion croreswith 17% growth|work=Amul|access-date=1 April 2020}}</ref>
| revenue_year = 2020
| owner = [[Gujarat Cooperative Milk Marketing Federation]], [[Government of Gujarat|Ministry of Cooperation]], [[Government of Gujarat]]
| num_employees = 1,000 (Marketing Arm) <br /> 3.6 million (3.6 million) (Milk producing members)<ref name="amul.com"/>
| divisions = *[[Banas Dairy]]
*[[Dudhsagar Dairy]]
| website = {{URL|https://amul.com/|amul.com}}
}}

'''Amul''' is an Indian [[dairy]] [[cooperative society]], based at [[Anand, Gujarat|Anand]] in [[Gujarat]].<ref>Alexander Fraser Laidlaw. ''Cooperatives and the Poor''. A development study prepared for the International Cooperative Alliance and the Canadian International Development Agency, 1977. </ref>
Formed in 1946, it is a cooperative brand managed by the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly controlled by 36 [[lakh]] milk producers in Gujarat, and the apex body of 13 district milk unions, spread across 13,000 villages of Gujarat.<ref>[http://www.etgmr.com/GMRjan-mar04/art7.html The Amul Story – General Management Review] {{webarchive |url=https://web.archive.org/web/20051204084731/http://www.etgmr.com/GMRjan-mar04/art7.html |date=4 December 2005 }}</ref>
Amul spurred [[White Revolution (India)|India's White Revolution]], which made the country the world's largest producer of milk and milk products.<ref>[http://www.indiadairy.com/ind_world_number_one_milk_producer.html indiadairy.com]. indiadairy.com. Retrieved on 29 November 2015.</ref>

Kaira Union introduced the brand “Amul” for marketing its product range. The word “Amul” is derived from the Sanskrit word ‘Amulya’ which means ‘priceless’ or precious, a name proposed by the founding leader of Agriculture College, [[Maganbhai Ramchhodbhai Patel|Maganbhai Patel]].<ref>{{cite web |url=https://www.thehindubusinessline.com/news/variety/the-amul-trinity/article23030592.ece |title=The Amul trinity |last=DAMODARAN|first=HARISH |date=13 September 2012 |website=thehindubusinessline.com |publisher= |access-date=13 January 2021 |quote=The original credit goes to Dalaya — something that Kurien always acknowledged, and reiterated when the former passed away on September 12, 2004. While Patel dealt with the farmers, and Dalaya took charge of the technical and internal affairs of the dairy, “my role was only in marketing, external affairs and handling politicians, bureaucrats and other establishment people," the ever-frank Kurien admitted at the time. In Anand, it was said that if Gupta was the Father of Amul, Kurien was the Son, and Dalaya the Holy Ghost.}}</ref>

[[Tribhuvandas Kishibhai Patel]] under the guidance of [[Vallabhbhai Patel|Sardar Vallabhbhai Patel]] became the founding chairman of the organization and led it until his retirement in the 70s. He hired [[Verghese Kurien]] in 1949 and convinced him to stay and help with the mission.<ref>{{cite book|url=https://books.google.com/books?id=TYEkjpYkHrMC&pg=PA65|title=The Amul India Story|last=Heredia|first=Ruth|publisher=Tata Mc-Graw Hill|year=1997|isbn=978-0-07-463160-7|location=New Delhi|pages=65}}</ref><ref>{{cite news|url=http://forbesindia.com/article/special/v-kurien-indias-white-knight/33719/2|title=V. Kurien: India's White Knight|last=Misra|first=Udit|date=10 September 2012|newspaper=Forbes India|access-date=11 September 2012}}</ref> Under the chairmanship of Tribhuvandas, Kurien was initially the general manager and helped guide the technical and marketing efforts of Amul. Kurien was the chairman of Amul briefly after Tribhuvandas Kishibhai Patel died in 1994. Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul's marketing.<ref>{{cite news|last=Dasgupta|first=Manas|title=Kurien strode like a titan across the bureaucratic barriers and obstacles |url=http://www.thehindu.com/news/national/article3877337.ece|access-date=13 September 2012|newspaper=The Hindu |date=9 September 2012|location=Chennai, India}}</ref>

Amul has ventured into overseas markets.<ref>{{cite news|url=https://economictimes.indiatimes.com/amuls-worlds-biggest-vegetarian-cheese-brand/articleshow/1288927.cms|title=Amul's world's biggest vegetarian cheese brand exports cheese to the US, Middle East, Singapore, Hong Kong with sales estimated to touch 600 tonne in 2005|newspaper=The Economic Times|access-date=1 July 2020|last1=Srinivas|first1=Nidhi Nath}}</ref>

==History==
[[File:2_The-Amul-trinity_Kurien_Shri-TK-Patel_HM_Dalaya.jpg|thumbnail|250px |
The Amul trinity: [[Verghese Kurien]], Shri [[Tribhuvandas Kishibhai Patel]], and [[Harichand Megha Dalaya]] ]]
[[File:1980 His Royal Highness The Prince of Wales HM Dalaya visits Amul 2.jpg |thumbnail|250px | [[Charles, Prince of Wales|Prince Charles, Prince of Wales]], visits India and Amul with [[Harichand Megha Dalaya]], in December 1980 ]]
[[File:The Prime Minister, Shri Narendra Modi inaugurating the Amul’s ultra-modern Chocolate Plant, at Anand, Gujarat.JPG|thumbnail|250px|Prime Minister [[Narendra Modi]] inaugurating Amul's chocolate plant at Anand in September 2018.]]
Amul cooperative was registered on 19 December 1946, as a response to the exploitation of marginal milk producers by traders and agents in small cities. The prices of milk were arbitrarily determined at the time. The government had given [[Polson (brand)|Polson]] an effective monopoly in milk collection from Kaira and its subsequent supply to [[Mumbai]].<ref name=Polson>{{cite book|last=George|first=Shanti|title=Operation flood: an appraisal of current Indian pairy policy|year=1985|publisher=Oxford University Press|location=Delhi|isbn=978-0-19-561679-8}}</ref><ref name=Ruth>{{cite book|last=Heredia|first=Ruth|title=The Amul India story|year=1997|publisher=Tata McGraw-Hill|location=New Delhi}}</ref>

Angered by the unfair trade practices, the farmers of Kaira approached [[Vallabhbhai Patel|Sardar Vallabhbhai Patel]] under the leadership of local farmer leader [[Tribhuvandas Kishibhai Patel|Tribhuvandas K. Patel]]. He advised them to form a cooperative (Kaira District Co-operative Milk Producers' Union) and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices).<ref name=tehelka>{{cite news|last=Suhrud|first=Tridip|author-link=Tridip Suhrud|title=The magic of manthan|url=http://www.tehelka.com/story_main17.asp?filename=op040806the_magic.asp|access-date=2 February 2011|newspaper=Tehelka|date=8 April 2006|archive-url=https://web.archive.org/web/20061111211535/http://www.tehelka.com/story_main17.asp?filename=op040806the_magic.asp|archive-date=11 November 2006|url-status=dead}}</ref> He sent [[Morarji Desai]] to organize 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.<ref name=Ruth /> Milk collection was decentralized, as most producers were marginal farmers who could deliver, at most, 1–2 liters of milk per day. Cooperatives were formed for each village, too.<ref>{{cite journal |last=Thapar |first=Romila |title=Seminar, Issues 497–508 |journal=Seminar|year=2001}}</ref> By June 1948, the KDCMPUL had started pasteurizing milk for the ''Bombay Milk Scheme''. Then-Prime Minister [[Lal Bahadur Shastri]] visited [[Anand, Gujarat|Anand]] to inaugurate Amul's cattle feed factory. On 31 October 1964, and sporganizationin the village and spoke to farmers about their cooperative and after returning to Delhi, he set in motion the creation of an organization, the [[National Dairy Development Board]] (NDDB), to replicate the Kaira cooperative in other parts of India.<ref name="Amul Reference2">{{cite news |last1=Gupta |first1=Sharad |title=Remembering Verghese Kurien – India's first milkman |url=https://www.thehindubusinessline.com/news/variety/remembering-verghese-kurien-indias-first-milkman/article30084051.ece |access-date=10 March 2021 |publisher=businessline |language=en}}</ref> Under the leadership of [[Tribhuvandas Kishibhai Patel|Tribhuvandas Patel]], in 1973, Amul celebrated its 25th Anniversary with [[Morarji Desai]], [[Maniben Patel]], and [[Verghese Kurien]].

Under the leadership of [[Tribhuvandas Kishibhai Patel|Tribhuvandas Patel]], the cooperative was further developed through the efforts of [[Verghese Kurien]] and [[Harichand Megha Dalaya|H. M. Dalaya]]. Dalaya's innovation of making [[Skimmed milk|skim milk]] powder from buffalo milk was a technological breakthrough that revolutionized India's organized dairy industry.<ref>{{cite book |last=Kurien |first=Verghese |title=Ending Poverty in South Asia: Ideas that work |year=2007 |publisher=(The World Bank) |location=Washington D.C., USA |isbn= 978-0-8213-6876-3 |chapter-url=https://books.google.com/books?id=IV9m8gF6XDcC&pg=PA47 |chapter=India' s Milk Revolution: Investing in Rural Producer Organizations|editor=Narayan, Deepa |editor2=Glinskaya, Elena|access-date=13 January 2021 |page=47 |quote=If there was one technological breakthrough that revolutionized India's organized dairy industry, it was the making of skim milk powder out of buffalo milk. The man who made this possible and who had the foresight to defy the prevailing technical wisdom was H. M. Dalaya.}}</ref>

With Kurien's help, the process was expanded on a commercial scale which led to the first modern dairy of the cooperative at Anand. This cooperative would go on to compete against established players in the market.<ref name=epw>{{cite journal|title=Economic and political weekly, Volume 6, Part 4|journal=Economic and Political Weekly|year=1971|volume=6}}</ref>

The trio's (T. K. Patel, Kurien, and [[Harichand Megha Dalaya|Dalaya's]]) success at the cooperative's dairy soon spread to Anand's neighborhood in Gujarat. Within a short span, five unions in other districts – [[Mehsana]], [[Banaskantha district|Banaskantha]], [[Vadodara|Baroda]], [[Sabarkantha district|Sabarkantha,]] and [[Surat]] – were set up, following the approach sometimes described as the Anand pattern.<ref name=Ruth />

In 1970, it spearheaded the "[[Operation Flood|White Revolution]]" of India. To combine forces and expand the market while saving on advertising and avoid competing against each other, the [[Gujarat Co-operative Milk Marketing Federation Ltd.]], 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.<ref>{{cite book|title=The Cheese Industry in India|publisher=Chillibreeze}}</ref>

In 1999, it was awarded the "''Best of all''" Rajiv Gandhi National Quality Award.<ref>{{cite web | url = http://www.bis.org.in/other/rgnqa_win_12.pdf | title = Annex iv: list of award winners of Rajiv Gandhi national quality awards | last1 = Shrawan | date = 29 May 2013 | website=bis.org.in | publisher = Bureau of Indian Standards | location = New Delhi | access-date = 15 May 2014}}</ref>

Technological developments at Amul have subsequently spread to other parts of India.

The GCMMF is the largest food products marketing organization in India. It is the apex organization of the dairy cooperatives of Gujarat. It is the exclusive marketing organization for products under the brand name Amul and Sagar.
Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million (3.1  million) village milk products with [[crore]]s of consumers in India. In 2007, Gujarat Cooperative Milk Marketing Federation Ltd crossed US$ 1 billion in its sales turnover and entered the elite club of food companies having this distinction from India.<ref name="Amul Reference3">{{cite news |title=GCMMF Milk Procurement Crosses 100 Lakh Kgs Per Day |url=https://www.businesswireindia.com/gcmmf-milk-procurement-crosses-100-lakh-kgs-per-day-14686.html |access-date=12 March 2021 |publisher=www.businesswireindia.com |date=28 December 2007 |language=en}}</ref> In one more major achievement, the dairy cooperatives of Gujarat under the GCMMF fold crossed milk procurement of 10 million kgs. per day mark on 27 December 2007, which is the highest ever milk procurement achieved by any dairy network in India, be it private or cooperative and the entire quantity of milk received was accepted without any milk holidays and was processed successfully into milk and other milk products.<ref name="Amul Reference3" />

On 30 September 2018, Prime Minister [[Narendra Modi]] inaugurated Amul's chocolate plant in Mogar, Anand near their headquarters. The new plant has been built with an increased capacity of 1,000 tonnes per month against the earlier 250 tonnes a month capacity. GCMMF has invested around ₹3 billion in this project. It is a fully automated production factory with minimal human intervention.<ref>{{Cite news|url=https://www.livemint.com/Politics/i7F7v2tZKO48EFENkXALgI/PM-Modi-inaugurates-LNG-terminal-chocolate-factory-in-Gujar.html|title=PM Modi inaugurates LNG terminal, chocolate factory in Gujarat|last=Pathak|first=Maulik|date=30 September 2018|work=Live Mint|access-date=1 October 2018}}</ref>

==UHT products and impact==
[[File: Amul Plant at Anand.jpg|thumb|The Amul plant at Anand, Gujarat shows the milk silos]]
Over the years, Amul has been witnessing growth in this portfolio, with the segment growing at 53%. Long-life [[Ultra-high-temperature processing|UHT]] products for urban populations, like Amul Taaza, which are packed in [[Tetra Pak]] cartons undergo UHT treatment to remove all harmful micro-organisms while retaining the nutrition in the milk. Amul sells around {{formatnum:400000}}–{{formatnum:500000}} liters of UHT milk and other value-added products per day and forecasts 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.<ref>[http://in.news.yahoo.com/video/amul-uht-quest-zero-adulterated-064035504.html Amul UHT: On a Quest for Zero adulterated milk | Watch the video – Yahoo India] {{webarchive |url=https://web.archive.org/web/20140102074816/http://in.news.yahoo.com/video/amul-uht-quest-zero-adulterated-064035504.html |date=2 January 2014 }}. In.news.yahoo.com. Retrieved on 29 November 2015.</ref>

==Advertising==
{{See also|Amul girl}}
In 1966, Amul hired Sylvester da Cunha, the managing director of an advertising agency as to design an ad campaign for Amul Butter. DaCunha designed a campaign as a series of hoardings with topical ads, relating to day-to-day issues.<ref name="amulad">{{cite web|last=Varma|first=Mini|title=The moppet who put Amul on India's breakfast table |url=http://www.amul.com/story.html|publisher=Amul|access-date=2 February 2011}}</ref> 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 scriptwriter Bharat Dabholkar had been involved in 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.<ref name="hindudabholkar">{{cite news|last=Rao|first=Subha J.|title=Punch guru|url=http://www.hindu.com/thehindu/mp/2007/12/15/stories/2007121551330100.htm|archive-url=https://web.archive.org/web/20121108194414/http://www.hindu.com/thehindu/mp/2007/12/15/stories/2007121551330100.htm|url-status=dead|archive-date=8 November 2012|access-date=2 February 2011|date=15 December 2007|newspaper=[[The Hindu]]|location=Chennai, India}}</ref>

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 girl wearing a Gandhi cap.

In 2013, Amul tweeted a picture featuring the [[Amul girl|Amul butter girl]], implying that "freedom of choice" died in 2013, in opposition to the [[Supreme Court of India]] overruling the judgment of the [[Delhi High Court]] and criminalizing homosexuality again.<ref>{{cite news| url=http://timesofindia.indiatimes.com/india/Brands-peek-out-of-the-closet/articleshow/27248253.cms | work=The Times Of India | title=Brands peek out of the closet – The Times of India}}</ref>

On 17 October 2016, Amul butter girl celebrated 50 years since she first appeared in the topical ad titled "Thoroughbread". The ad showed a jockey holding a slice of bread during the horse race season in 1966. The impish Amul girl had appeared for the first time even before that, with Eustace Fernandez showing her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul butter".<ref>{{cite web|url=http://www.newskarnataka.com/from-the-web/in-pics-fifty-years-on-amuls-utterly-butterly-girl-is-still-a-delight|title=In pics Fifty years on, Amul's 'utterly butterly' girl is still a delight |publisher=NewsKarnataka|date=17 October 2016}}</ref>

Their Ad on ''Aagey Badhta Hai India'' had an excellent response from the audience. It spoke about how their Milk is seen as a household product with a catchy tune associated with it. It has over 39 lakh (~4 million) views on YouTube.<ref>Archived at [https://ghostarchive.org/varchive/youtube/20211211/zIQTwukIDyg Ghostarchive]{{cbignore}} and the [https://web.archive.org/web/20200708195023/https://www.youtube.com/watch?v=zIQTwukIDyg Wayback Machine]{{cbignore}}: {{Citation|last=Amul The Taste of India|title=Amul Milk – Aage Badta Hai India|date=10 July 2015|url=https://www.youtube.com/watch?v=zIQTwukIDyg|access-date=9 April 2019}}{{cbignore}}</ref>

In February 2020, Amul posted a picture of the Amul girl treating [[Joaquin Phoenix]] with butter after his academy award win for his role in the 2019 film, [[Joker (2019 film)|Joker]].<ref>{{cite web|last1=|date=12 February 2020|title=Amul smears butter on vegan Joaquin Phoenix's face in an ad celebrating Oscar win, gets slammed by PETA|url=https://www.hindustantimes.com/hollywood/amul-smears-butter-on-vegan-joaquin-phoenix-s-face-in-ad-celebrating-oscar-win-gets-slammed-by-peta/story-Fx77XbHBFcolop5LYcY7mM.html|url-status=live|access-date=3 May 2021|website=Hindustan Times|publisher=Indo Asian News Service|language=en|archive-url=https://web.archive.org/web/20200212132923/https://www.hindustantimes.com/hollywood/amul-smears-butter-on-vegan-joaquin-phoenix-s-face-in-ad-celebrating-oscar-win-gets-slammed-by-peta/story-Fx77XbHBFcolop5LYcY7mM.html |archive-date=12 February 2020 }}</ref> Since Phoenix is a vegan, Amul faced criticism from vegans in India and PETA for the poor knowledge of his vegan activism and life.

Amul posted a picture of its mascot Butter Girl celebrating with PV Sindhu for winning the bronze medal in the Tokyo Olympics in August 2021.<ref>{{Cite web|last=Chadda|first=Shivam|date=16 December 2019|title=The Curious Case of Amul – How the brand came into existence|url=https://www.brandzwatch.com/amul-how-the-brand-came-into-existence/|access-date=2 August 2021|website=Brandzwatch|language=en}}</ref>

==In popular culture==
The establishment of Amul is known as the [[Operation Flood|White Revolution]].

The White Revolution inspired the notable Indian filmmaker [[Shyam Benegal]] to base his film ''[[Manthan]]'' (1976) on it. The film was financed by over five lakh (half a million) rural farmers in Gujarat who contributed ₹2 each to its budget. Upon its release, these farmers went in truckloads to watch 'their' film, making it a commercial success.<ref>[http://www.ndtvmovies.com/newstory.asp?section=Movies&id=ENTEN20070021927 NDTV movies] ''NDTV''.</ref><ref>[http://www.sscnet.ucla.edu/southasia/Culture/Cinema/Benegal.html Shyam Benegal at ucla.net] ''South Asia Studies'', ''University of California, Los Angeles'' (UCLA).</ref> ''Manthan'' won the [[National Film Award for Best Feature Film in Hindi]] during the [[24th National Film Awards]]
in 1977.

== Recognition ==
In August 2019, Amul became the first Indian dairy company to enter [[Rabobank]]'s Global Top 20 Dairy Companies list.<ref>{{cite news |title=Amul becomes first Indian dairy company to be in Rabobank's Global Top 20 list; Nestle leads |url=https://www.financialexpress.com/industry/amul-becomes-first-indian-dairy-company-to-be-in-rabobanks-global-top-20-list-nestle-leads/2069079/lite/ |publisher=[[The Financial Express (India)]] |date=29 August 2020}}</ref>

== See also ==
* [[Aavin]] is a statutory corporation and the trademark of Tamil Nadu Co-operative Milk Producers' Federation Limited. Aavin procures milk, processes it, and sells milk and milk products to consumers.
* [[Anikspray]] is a competitive brand developed by Lipton and HLL, and later sold to other companies.

==References==
{{reflist}}

==External links==
{{Commons category|Amul}}
* {{Official}}

[[Category:Cooperatives in Gujarat]]
[[Category:Food and drink companies established in 1946]]
[[Category:Companies based in Gujarat]]
[[Category:Ice cream brands]]
[[Category:Economy of Gujarat]]
[[Category:Dairy products companies of India]]
[[Category:Indian brands]]
[[Category:Indian companies established in 1946]]
[[Category:Dairy cooperatives in India]]
[[Category:Brand name dairy products]]
[[Category:Dairy farming in India]]
[[Category:Agricultural cooperatives in India]]

Amul - Revision history

Sahadathossain: edit

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