In the Kheda district of Gujarat in 1946, a dairy revolution began, transforming the lives of farmers and shaping India's dairy industry. Exploited by middlemen, who dictated unfair prices for their milk, farmers sought a solution to regain control over their livelihoods. Guided by Sardar Vallabhbhai Patel and Tribhuvandas Patel, they adopted a cooperative model, cutting out the middlemen and marketing their milk directly. This initiative led to the establishment of the Kheda District Cooperative Milk Producers' Union, which would later be known as Amul.
Amul's cooperative structure is a three-tiered system that ensures democratic governance and farmer empowerment. Village dairy cooperative societies are the foundation, with farmers as members. These societies are affiliated with district cooperative milk unions, which process and market the milk. The Gujarat Cooperative Milk Marketing Federation (GCMMF) is the apex body that manages the Amul brand and coordinates marketing efforts. This structure ensures that farmers own and control the entire supply chain, aligning their interests with the brand's success.
Dr. Verghese Kurien, known as the "Milkman of India," played a pivotal role in Amul's success. Joining the cooperative, he introduced modern technology and supply chain innovations, transforming a local initiative into a national movement. "Operation Flood," launched in 1970, replicated the Amul model across India, making the country the world's largest milk producer. Under Dr. Kurien's leadership, GCMMF perfected the grassroots cooperative business model and significantly contributed to India's White Revolution.
Amul's success is not only measured in financial terms but also in the transformation of rural livelihoods. Dairy farming has become a reliable source of income for millions of families, providing daily cash flow that helps smooth out the seasonal nature of agriculture. Women, in particular, have been empowered through dairy activities, as they traditionally manage cattle and milk production in rural households. The cooperative is owned by 3.6 million milk producers, many of whom are rural women who have gained financial independence through dairy farming.
Today, Amul is the eighth-largest dairy organization globally and the largest farmer-owned dairy brand, exporting to over 50 countries. GCMMF, Amul's parent body, has an annual turnover of Rs 72,000 crore. Amul's products have become household names, and its iconic mascot, the Amul Girl, and tagline, "The Taste of India," have resonated with consumers for generations.
Amul's journey from a small cooperative to India's dairy giant is a testament to the power of the cooperative model. By empowering farmers, eliminating middlemen, and embracing innovation, Amul has not only transformed the dairy industry but also improved the lives of millions of people. The Amul model has been replicated across India and other developing countries, proving that farmer-owned enterprises can compete with corporate giants when properly organized and managed.
