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iXiGOers Jul 16 2013

How did the establishment of Amul revolutionise Anand?

Vaishali Singh Jul 16 2013
0 people found this answer useful Useful ?Yes

The ‘A’ in the Amul butter (or milk, or cheese) your family consumes everyday refers to Anand. Amul stands for Anand Milk Union Limited, the word doing double duty for the Sanskrit amulya or priceless. Amul, the world’s largest pouched milk brand, is just the brand name behind a remarkable story of effort and empowerment in rural Gujarat.

Photo of the Amul Factory

In the 1950s, the exploitation of small milk-producing families of this region at the hands of traders was well established. They had no say in the fair pricing of their milk and had to travel far to deliver it. It was the energetic effort and vision of Verghese Kurien and his team that brought about change and sowed the seeds for a dairy cooperative movement in India. A system of local societies, collection centres, fair assessment of fat content in milk, fair payment, technological innovations, veterinary help and more were put in place.

Photo of Amul Products

This region went on to become the ‘milk capital’ of India, a model not just for the cooperative movement but also for rural development, with dairy farmers getting empowered and Kurien setting up the Amul plant, the Indian Rural Management Institute (IRMA) and the National Dairy Development Board (NDDB) here. Even now it’s quite an experience to see the women of Anand queueing up in front of their collection centre as the setting sun lights up the huge brass pots on their heads.

Here's a video showing the Amul Story:



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