The Rise of Amul

 AMUL: The Taste of India

AMUL, Anand Milk Union Limited, is a cooperative society that played a stellar role in making India the largest milk producer in the world, with 23 percent of total milk production in the world by producing over 186 metric tonnes of milk per year. To give an example, it is still more than the combined production of twenty-seven European Union countries.

During the 1950s, the milk producers were not getting paid enough to sustain their families. At that time, India was a milk deficit country, and shockingly, the consumption of milk per capita was only a meagre 124 grammes per day. The registration of Amul occurred in 1946, providing relief to many milk producers in the area because they have to collect milk and send it to the processing plant where they are well paid. After the milk is procured, it is transferred for pasteurization, where it is heated at 72°C for 20-25 seconds during this process all the harmful bacteria in milk are killed, and then it cools down, then the milk gets stored in silos for packaging, at last the milk is transported to nearby areas. This is how the milk reaches us.

This revolutionary achievement would not have been possible without the Amul Trinity—Dr. Verghese Kurien, Tribhuvandas Kishibhai Patel, and Harichand Megha Dalaya. From the initial years under the leadership of Dr. Kurien Amul gave us glimpses of what it is today by demolishing the monopoly of  Polson Butter by making butter from fresh cream. 

Apart from milk, there are many different dairy products offered by Amul, some of which are milk ice cream, whipped cream, cheese, butter, etc. Amul has emerged as an important symbol of the country's development in recent years. Also, till now, Amul claims itself to be a cooperative society and hasn't been listed on the stock market. A society that single-handedly ran milk production in the country till the 1970s, when they were joined by Mother Dairy, the Karnataka Milk Federation, etc.

One of the most recognisable figures is the Amul Girl, with her polka-dot frock and half-tied pony. It was created by Eustace Fernandes, the art director of DaCunha Communications in 1966, the catchy phrase 'utterly butterly' was penned by Sylvester da Cunha's wife Nisha Da Cunha. It is also regarded as the most loved ad figure. Sylvester Da Cunha (founder of DaCunha Communications) was given the responsibility of all these ad campaigns for Amul.

Today, Amul has operations in more than forty countries and has an annual turnover of about 52 thousand crores rupees.

STAGES OF MILK PRODUCTION 

2. Pasteurization 

1. Milk Procurement

3. Storage

4. Packaging

5. Transportation 

Thank You,

Sarthak P. Khode 😊

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