How Amul Saved India | The Untold Story of White Revolution | Dhruv Rathee

Summary

The script narrates the inspiring story of India's dairy industry, focusing on the transformation from a milk-deficit nation to the world's largest milk producer. It highlights the pivotal role of the Kaira District Co-operative Milk Producers' Union Limited and the Amul brand, which empowered farmers economically through cooperatives. The tale of Dr. Kurien, the architect of the 'White Revolution,' and the strategic fight against exploitation by milk contractors like Polson, is a testament to unity and innovation. The script also touches on the broader issue of farmer exploitation in various agricultural sectors and the potential for cooperative solutions.

Takeaways

• 🍅 Farmers across India are seen dumping perishable produce like tomatoes due to low market prices and lack of cold storage facilities.
• 💔 The frustration of farmers stems from being offered non-negotiable, extremely low prices for their produce, leading to waste as an act of protest.
• 📰 Historically, the problem of low prices for agricultural produce is not new, as illustrated by the plight of dairy farmers in 1945 Gujarat.
• 🔄 The formation of the Amul organization by dairy farmers in Gujarat was a turning point, leading to a cooperative that empowered farmers and became highly successful.
• 🌐 The Amul story is a testament to the power of unity and cooperative action, starting from a local initiative and growing into a national dairy powerhouse.
• 🛠️ Technological innovation played a crucial role in Amul's success, including the development of the world's first buffalo milk spray drier.
• 🛑 The Bombay Milk Scheme was disrupted by a milk strike led by farmers seeking fair prices, leading to the government recognizing the farmers' cooperative.
• 🏆 The Amul brand became synonymous with quality and innovation in the dairy industry, overcoming initial challenges to compete with established brands like Polson.
• 🌟 Dr. Verghese Kurien, known as the Father of the White Revolution, played a pivotal role in Amul's growth and the broader transformation of India's dairy sector.
• 🎬 The film 'Manthan' captures the essence of Amul's success story and was crowdfunded by farmers, reflecting the cooperative spirit and community involvement.
• 🚀 The success of Amul and its cooperative model led to the National Dairy Development Board and Operation Flood, propelling India to become the world's largest milk producer.

Q & A

Why do farmers sometimes dump their tomatoes on the road?

Farmers dump their tomatoes on the road out of frustration due to the perishable nature of tomatoes and the lack of fair market prices. They often receive non-negotiable low prices, sometimes as low as ₹1 per kg or even ₹0.25 per kg, making it not worth their while to sell.

What was the problem with the dairy farmers in Gujarat in 1945?

In 1945, dairy farmers in Gujarat were suffering from low, non-negotiable prices offered by milk contractors, similar to the problems faced by tomato farmers today. They were not able to sell their milk at a fair price, leading to their decision to form a cooperative to fight against this issue.

What is the significance of the Amul brand in the Indian dairy industry?

Amul is a significant brand in the Indian dairy industry as it represents the success of the cooperative movement started by dairy farmers. It has grown to become a household name and a trendsetter in the dairy industry, contributing to making India one of the largest producers of milk in the world.

Who was Tribhuvandas Patel and what role did he play in the formation of the Amul cooperative?

Tribhuvandas Patel was a leader inspired by Gandhi who played a pivotal role in the formation of the Amul cooperative. He guided the farmers to unite and fight for better prices, leading to the establishment of the Kaira District Co-operative Milk Producers' Union Limited.

What was the Bombay Milk Scheme and how did it impact the dairy farmers?

The Bombay Milk Scheme was a government initiative that required milk to be transported from Kaira to Bombay over a distance of 400 km. The scheme awarded the contract to Polson, a company that did not pass on the profits to the dairy farmers, leading to their frustration and the eventual formation of a cooperative.

How did Dr. Kurien contribute to the success of the Amul cooperative?

Dr. Kurien, known as the Father of the White Revolution, brought technological innovation and modern management practices to the Amul cooperative. He helped in setting up the first buffalo milk spray drier, introduced pasteurization, and played a key role in the cooperative's growth and success.

What was the significance of the Amul brand name and how was it chosen?

The name 'Amul' is derived from the Sanskrit word 'Amulya', meaning 'priceless'. Additionally, it is an acronym for Anand Milk Union Limited (AMUL), making it a fitting name for the brand that signifies the value and success of the cooperative.

Why did Amul initially struggle to compete with Polson Butter?

Amul initially struggled because its butter was made from fresh cream and was white in color, unlike Polson's butter, which was made from stale cream, heavily salted, and had a yellow color due to being made from cow's milk. Consumers were accustomed to the taste and appearance of Polson's butter.

What was the role of the Amul girl in the brand's marketing strategy?

The Amul girl was created as part of an advertising campaign in 1966 by Sylvester daCunha. She became an iconic figure in Indian advertising and is recognized in the Guinness Book of World Records as the world's longest-running outdoor advertising campaign.

How did the success of the Amul cooperative influence the Indian dairy industry as a whole?

The success of the Amul cooperative led to the formation of similar unions across Gujarat and eventually the establishment of the Gujarat Cooperative Milk Marketing Federation. This collective success contributed to India becoming self-sufficient in milk production and the world's largest milk-producing country by 1998.

What is the Operation Flood program and what was its impact on India's dairy industry?

Operation Flood was the world's largest dairy development program launched in 1969-70. It aimed to replicate the Amul model across India, leading to India becoming a milk surplus country and uplifting hundreds of thousands of farmers from poverty.

Outlines

00:00

🍅 Farmer Frustration and the Birth of Amul

This paragraph discusses the plight of farmers who, due to the perishable nature of their produce and lack of cold storage, often find themselves forced to sell at exploitatively low prices set by middlemen. The example of tomato dumping in various states illustrates this issue. The script then transitions into a historical account of dairy farmers in Gujarat facing similar challenges in 1945. The formation of a dairy farmers' cooperative, which later became the successful Amul brand, is highlighted as a turning point. The story of Amul's inception is tied to the broader context of Indian dairy industry development, with a nostalgic ad for Amul Butter setting the stage for the narrative that follows.

05:00

🥛 The Founding of the Kaira District Co-operative and Amul's Early Struggles

The second paragraph delves into the story of Tribhuvandas Patel, a Gandhi-inspired leader who played a pivotal role in the formation of the Kaira District Co-operative Milk Producers' Union Limited. The cooperative was established to empower farmers to sell milk directly, bypassing exploitative contractors. The paragraph details the challenges faced, including the British government's initial refusal to buy milk from the cooperative, which led to a milk strike. The success of this strike and the cooperative's growth are outlined, including the implementation of a three-tier structure and the principles of equality in voting rights. The early days of Amul, including its pasteurization efforts and the increase in milk supply, are also covered, emphasizing the cooperative's technological advancements and its role in the economic independence of dairy farmers.

10:01

🔬 Dr. Kurien's Role in Amul's Technological Advancements and Brand Growth

This paragraph introduces Dr. Verghese Kurien, a key figure in Amul's success, who started as an engineer tasked with maintaining dairy equipment. His passion for the cooperative's mission and his expertise in dairy engineering led to his appointment as the Executive Head of the Cooperative. The narrative describes how Dr. Kurien's vision and the cooperative's adoption of new technologies, such as the world's first buffalo milk spray drier, revolutionized the dairy industry. The paragraph also covers the challenges of introducing Amul's butter to the market, which initially struggled due to consumer preference for the established Polson Butter. Dr. Kurien's realization of the importance of consumer satisfaction and the subsequent adjustments to Amul's product formula are highlighted.

15:02

📈 Amul's Marketing Strategies and the Expansion of the Cooperative Movement

The fourth paragraph discusses Amul's marketing strategies, including the creation of the Amul girl, which became a record-breaking advertising campaign. The paragraph also covers the expansion of the cooperative movement in Gujarat, leading to the formation of the Gujarat Cooperative Milk Marketing Federation in 1973. The success of the Kaira Union and its brand, Amul, prompted protective measures by Indian Prime Ministers to shield the cooperatives from larger companies. The paragraph concludes with the story of Polson's decline and the government's decision to reserve the dairy sector for cooperatives, marking a significant shift in the industry's landscape.

20:05

🌐 The Global Impact of Amul and the Future of Indian Cooperatives

The final paragraph reflects on the global impact of Amul's success story, which transformed India from a milk-deficit to a milk-surplus country. It discusses the National Dairy Development Board and the Operation Flood program, which played a crucial role in India's dairy self-sufficiency. The paragraph also touches on the film 'Manthan,' which showcased Amul's story and was crowdfunded by farmers. The narrative concludes with a call to action, hoping that the story of Amul will inspire future cooperative movements in India and address the ongoing issues faced by farmers in other sectors.

Keywords

💡Perishable

Perishable refers to goods that have a limited shelf life and can spoil or decay quickly. In the video's context, tomatoes are described as perishable, emphasizing the urgency for farmers to sell them before they spoil. The script mentions the farmers' frustration due to the lack of cold storage facilities, which is critical for preserving perishable goods.

💡Cold Storage

Cold storage is a type of commercial refrigeration used to store perishable items at low temperatures to extend their shelf life. The script highlights the lack of cold storage facilities as a major issue for farmers, as it prevents them from preserving their produce, such as tomatoes, and forces them to sell quickly at low prices.

💡Blackmail

In the script, 'blackmail' is used metaphorically to describe the situation where farmers are forced to accept extremely low prices for their produce due to market conditions or the dominance of middlemen. The term illustrates the power imbalance and lack of negotiation power that farmers face in the market.

💡Amul

Amul is an Indian dairy cooperative that started as a response to the exploitation of dairy farmers and has grown to become a major brand in the dairy industry. The video narrates the story of Amul's inception, growth, and its role in transforming the dairy sector in India, providing a successful example of farmer empowerment.

💡Cooperative

A cooperative is an autonomous association of persons united voluntarily to meet their common economic, social, and cultural needs and aspirations through a jointly owned and democratically controlled enterprise. The script discusses the formation of the Kaira District Co-operative Milk Producers' Union Limited, which was a turning point for farmers to unite and sell their milk collectively, leading to better prices and conditions.

💡Pasteurisation

Pasteurisation is a process used to preserve milk and other liquid foods by heating them to at least 71.7 °C (161 °F) for a specified time to kill harmful microorganisms. The script mentions the introduction of pasteurisation by the cooperative as a way to increase the shelf life of milk and improve its safety for consumption.

💡Milk Strike

A milk strike refers to the collective action by dairy farmers to stop selling milk to contractors or companies as a form of protest to demand better prices or conditions. The script recounts the historical milk strike led by the farmers in Kaira district, which resulted in the government agreeing to buy milk directly from the farmers' cooperative.

💡One Person, One Vote

The principle of 'One Person, One Vote' in the context of the video refers to the democratic structure of the cooperative, ensuring that each member, regardless of their economic or social status, has an equal say in the decision-making process. This principle was implemented by Tribhuvandas Patel in the cooperative he helped establish.

💡Operation Flood

Operation Flood was a program initiated by the National Dairy Development Board to transform India's dairy industry and make the country self-sufficient in milk production. The script highlights this program as a result of the success of the Amul model, which led to a nationwide effort to replicate the cooperative's success and uplift the dairy sector.

💡White Revolution

The term 'White Revolution' is used in the script to describe the significant increase in milk production in India, which led to the country becoming the world's largest producer of milk. The success of the Amul cooperative and the subsequent spread of similar cooperatives across the country are credited with this transformation.

💡Economic Independence

Economic independence in the video refers to the empowerment of farmers to control the sale and pricing of their produce, free from exploitation by middlemen or contractors. The script illustrates how the establishment of the cooperative and the Amul brand allowed dairy farmers to achieve economic independence and better livelihoods.

Highlights

Farmers in various Indian states are seen dumping perishable produce like tomatoes due to low market prices and lack of cold storage facilities.

The frustration of farmers leads to the waste of their produce, as they are offered unreasonably low prices by market intermediaries.

The story of Amul's success as a dairy cooperative started with the struggles of Gujarat's dairy farmers in the 1940s.

Dairy farmers united to form their organization, leading to the establishment of a cooperative that empowered them economically.

The Bombay Milk Scheme's implementation and Polson's monopoly highlighted the need for a fair pricing system for farmers.

Tribhuvandas Patel, inspired by Gandhi, played a pivotal role in the formation of the Kaira District Co-operative Milk Producers' Union Limited.

The cooperative's success led to the government recognizing and accepting the farmers' demand for fair milk prices.

Dr. Verghese Kurien's innovative approach and technical expertise revolutionized the dairy industry in India.

Amul's brand name was chosen for its dual meaning, signifying both 'priceless' and the abbreviation of Anand Milk Union Limited.

Amul's marketing strategies, including the iconic Amul girl, played a significant role in their brand's success.

The formation of the Gujarat Cooperative Milk Marketing Federation in 1973 marked a milestone in the cooperative movement.

Government protectionist measures helped shield the cooperatives from competition with larger companies.

The National Dairy Development Board and Operation Flood programs transformed India into a milk surplus country.

Dr. Kurien's leadership protected Amul from external pressures, ensuring that the cooperative remained farmer-owned.

Amul's success story has been inspirational, leading to its adaptation in films and international recognition.

The film Manthan, funded by farmers, showcased the cooperative movement's impact and was screened at the United Nations.

Despite the success in the dairy sector, the cooperative model has not been as widely adopted in other agricultural sectors.

Transcripts

Hello, friends!

You would have seen such videos on the news.

Farmers dumping their tomatoes on the road.

This was from Bihar.

But this can be seen in every state.

If you look up news headlines, you'll see the same thing

in Uttar Pradesh, Chhattisgarh, Madhya Pradesh, Karnataka,

Gujarat, Haryana, and almost in every state, at least one such incident.

Why do the farmers waste their tomatoes like this?

The reason is the frustration of the farmers.

Friends, tomatoes are perishable.

It cannot be stored for long, it'll spoil.

The problem is, most farmers do not have cold storage facilities.

And when they go to sell their tomatoes in the market,

They are blackmailed.

They are quoted a non-negotiable price.

They are offered around ₹2-₹3 per kg,

sometimes even as little as ₹1 per kg.

There have been cases where the farmers were offered only ₹0.25 per kg.

This doesn't happen to tomatoes only.

We see the same thing happening with onions, garlic, sugarcane, wheat, and corn.

When the farmers get so little for their produce,

they get frustrated and decide not to sell.

It's better to throw away the crops, to let them go to waste.

Friends, this isn't a new problem.

In 1945, the dairy farmers in Gujarat were suffering from the same problems.

When they went to sell their milk in the market,

the milk contractors quoted them a non-negotiable price,

they could either take it or leave it.

But there was a twist in our story when these dairy farmers

decided to join together and fight against the problem together.

They decided to start their organisation.

It'd be "Of the Dairy Farmer, For the Dairy Farmer, By the Dairy Farmer".

An organisation whose turnover last year was ₹610 billion.

Friends, this is the story of Amul.

*Nostalgic Ad for Amul Butter: The Real Butter*

"Amul, a trendsetter in the Dairy industry in India

for more than 70 years, is a household name."

"Dr Kurien's dream and vision for Indian dairy,

has made India one of the largest producers of milk in the world."

Friends, our story begins in the early 1940s.

If you went to an Indian household around this time,

you wouldn't have found Amul Butter.

There was another company whose butter was very popular in India.

Polson.

The Polson butter was so popular,

that people used the words 'butter' and 'Polson' interchangeably.

The Polson company was founded by Pestonji Eduiji

when he was only 13 years old.

In his small shop, he started the business of coffee grinding in 1888.

12 years later, in 1900, he founded his company.

Since Eduiji's nickname was Poly,

and it was the era of the British Raj,

a British twist was added to the name,

and it was named Polson.

Because most of the customers back then were British or the elite Indians.

Initially, Polson was very famous for its coffee.

Their coffee was said to have been blended according to a French recipe.

In 1910, someone told Eduiji,

that the British army was facing some troubles in their butter supply.

That they had very little butter.

Eduiji saw an opportunity in this crisis

and set up a dairy farm in Gujarat's Kaira district.

This place is also known as Kheda.

The name Kheda might bring back school memories

of when you read about the Kheda Satyagraha.

Gandhi and Sardar Patel launched the Kheda Satyagraha in March 1918.

Back then Polson made a lot of money by selling Polson Butter,

to the British Indian forces, during World War I.

But the farmers in Gujarat were facing dire circumstances.

There was a famine and plague,

and the British government increased the taxes.

People who were unable to pay the taxes,

had their property confiscated by the British.

These reasons led Gandhi and Sardar Patel to launch the Satyagraha.

It was successful after 3 months of protests.

The British suspended the taxes for two years

And the confiscated properties were returned.

But coming back to Polson's story,

as a company, Polson had earned huge profits.

By 1930, they had set up a highly automated dairy in Anand.

By then, Polson Butter had become very popular in Indian households.

Additionally, during World War II,

there was another opportunity to supply to the soldiers abundantly.

By 1945, they had reached record productions.

They were producing 3 million pounds of butter each year.

By 1945, Bombay's government launched the Bombay Milk Scheme.

Friends, back then the state of Bombay looked like this.

Gujarat and Maharastra made the combined Bombay.

Bombay State, not the city.

According to the Bombay Milk Scheme,

the milk had to be transported from Kaira to Bombay,

over the distance of 400 km.

The company that would do this was to be selected through bidding.

After the bidding, the contract was awarded to Polson.

Polson got involved in the business of milk transportation as well.

The Polson company started earning more profits.

But these profits did not trickle down to the dairy farmers.

The farmers had to sell milk to the contractors at a fixed price.

And this price would often be nominal.

The frustration among the farmers in Gujarat was increasing.

This is where our hero enters this story. Tribhuvandas Patel.

Tribhuvandas Patel was a leader inspired by Gandhi,

he had been to jail in 1930 for the Salt Satyagraha as well.

He had participated in numerous movements launched by Gandhi.

Civil Disobedience, Rural Development,

Drive against Untouchability.

Under his guidance, the farmers in Gujarat

went to meet Sardar Vallabhbhai Patel in 1945.

The farmers explained their problems to Sardar Vallabhbhai Patel.

After understanding their problems, Sardar Patel said,

"Farmers of Kaira district, Unite!"

Basically, he told them to unite and fight the system.

He gave them the idea to start a Farmers' Co-operative.

Whereby, the farmers would be able to sell the milk themselves.

And that the co-operative can have its own Pasteurisation Plant.

But the question was, would the incumbent British government

buy milk directly from the Farmers' Co-operative?

If the government refused to buy milk from the cooperative,

what would the farmers do then?

Sardar Patel suggested that the farmers should go on a strike in that case.

Stop selling milk.

By doing so, they would have to incur losses for some time,

But if everyone came together and stopped selling milk to the milk contractors,

what could anyone do?

Sardar Patel's suggestion was very convincing.

He sent his trusted deputy, Moraji Bhai Desai to the Kaira district

and told him to help the farmers incorporate this cooperative.

And to go on a Milk Strike if needed.

Friends, this is how the Kaira District Co-operative Milk Producers' Union Limited was founded.

This cooperative was for the farmers of the Kaira District only.

They went to the British-India government and put across their demand.

That milk should be bought directly from them.

As expected, the government refused this offer.

And then the farmers go on a milk strike.

They stop selling milk to the milk merchants.

As a result, the Bombay Milk Scheme collapses.

Not a drop of milk could reach Bombay.

15 days later, the Milk Commissioner of Bombay, a British national,

went to Kaira and accepted the demand of the farmers.

The farmers reacted somewhat like this.

Just kidding.

But friends, at this point, the farmers saw the first glimpse of success.

Tribhuvandas Patel ensured that their cooperative

would be open to all milk producers in the village.

Their religion, their caste, would be irrelevant.

The second thing he ensured was that the cooperative

would have a One Person, One Vote scheme.

The economic status or the social status of the

farmers associated with the cooperative

would make no difference.

Everyone would be able to vote equally.

He developed a 3-tier structure of the cooperative.

He took a bottom-up approach.

Gandhi's socialism philosophy was based on Self Sufficient Rural Economy.

This idea centred around Gandhi's socialist idea.

At the bottom tier would be the Village Cooperative Societies,

On the second tier would be the Member Unions.

And at the top tier, would be a state-level federation of the member unions.

Today, if you take the example of Amul,

there are 18,600 village cooperative societies at the bottom tier.

More than 3.64 million farmers are associated with these cooperatives.

On top of it, there are 18 member unions, at the district level.

And then there's a federation of these member unions at the top.

But these took some time.

Initially, when Tribhuvandas Patel launched it,

there were only 2 village cooperative societies.

Back in June 1946.

Kaira District Co-operative Milk Producers' Union Limited was formally registered

six months later in December 1946.

After this, on 15th August 1947, the country won its political independence.

And the dairy farmers in Kaira got their economic independence.

The farmers weren't the only ones to benefit.

This saved a lot of money for the Bombay Milk Scheme as well.

Because the milk they bought from the farmers,

was at a fraction of the price compared to what Polson was charging.

With time, the cooperative kept on growing.

In June 1948, they began the pasteurisation of milk as well.

Pasteurisation means heating any food item to less than 100°C

so that any microorganisms or diseases in it would be killed off.

This increases the shelf life.

By the end of 1948, about 432 farmers

had become a part of the village cooperative societies,

and the quantity of milk being supplied had increased to 5,000 litres per day.

Actually, a major reason for Amul's success, later on, was that

they constantly kept upgrading themselves with time.

They adopted new technologies.

Even during the recent Covid-19 pandemic,

their digitisation strategy proved successful.

Known as the Father of the White Revolution.

This is a heavy title.

But in 1949, he was a 28-year-old man.

At this age, he had completed his graduation in Physics

studied Mechanical Engineering

and joined the Tata Steel Technical Institute in Jamshedpur.

He gave an interview for a government scholarship.

There he was asked what pasteurisation was.

He answered that it had something to do with heating milk.

They told him that he was selected for the scholarship for dairy engineering.

That was the only scholarship available.

With this, he completed specialised training

at the Imperial Institute of Animal Husbandry and Dairying in Bangalore.

Then he went to America to study at Michigan State University.

Even though he had the scholarship to study dairy engineering,

in his own words, he had cheated a bit

and started studying metallurgy and nuclear physics.

He was actually interested in nuclear physics.

When he returned to India, the Union government told him

to repay the government scholarship by helping the government.

Since there was a government bond, he had to obey it.

The government made him the Officer of the Dairy Division in May 1949.

He was sent to a butter-making facility run by the government in Anand.

With a salary of ₹350.

His situation at the time was the same as Abhishek's in the web series Panchayat.

"Frankly speaking, I don't actually hate this job.

Being paid ₹20,000 in salary,

a posting in a village, and the village is named Phullera.

Dude, this is the age,

you got this opportunity to go on an adventure.

I want a simple life, dude. I don't want to go on an adventure.

I don't want to explore rural India."

Back then, his only aim was to satisfy the bond and leave.

But by chance, the government building he was working in,

was a shared building being used by Kaira Cooperative Union as well.

And by chance, he met Tribhuvandas Patel one day.

He was working passionately to build up his cooperative.

To fight Polson company.

Dr Verghese Kurien was very impressed by his passion.

Tribhuvandas Patel often asked for his help

whenever any equipment broke down.

Once, when Dr Kurien was tired of repairing old equipment

he asked them to buy a new plant.

Tribhuvandas Patel said that it was a great idea.

He decided to buy a new plant from Larsen & Toubro.

When the equipment was due to arrive,

Dr Kurien found out that

the required government service had ended.

He was released from government service

and if he wanted, he could go to Bombay and join any job he wanted.

When Tribhuvandas got to know this, he became quite emotional.

He didn't want to lose a precious friend and a brilliant mind.

And like a film's plot, Dr Kurien decided to stay.

The next year, in 1950, he was made the Executive Head of the Cooperative.

This might seem like Mohan Bharghav's story from the film Swadesh.

The level of patriotism.

Such outstanding moral character

which made him stay back.

But in reality, as Dr Kurien tells us in his autobiography,

"I too had a dream."

He gives us an interesting point of view regarding this.

He said that he didn't stay back due to a noble intention,

he didn't want to change the world.

He stayed back because he enjoyed the work.

He had realised that making money wasn't the only source of satisfaction.

You get satisfaction in your life by doing something you love.

Where your passion and interest lie.

While looking for this satisfaction in his work,

he ended up changing the country.

By 1953, so much milk was being produced

that the Bombay Milk Scheme couldn't absorb all the milk.

What could they do with the extra milk?

There was only one solution.

Using the extra milk to produce other milk products.

They decided to produce milk powder

but the problem was that buffalo milk cannot be easily spray dried to make milk powder.

This required technological innovation.

This innovation was brought about by Dr Kurien's friend,

Dr Harichand Megha Dalay.

He was a tech wizard with whose help,

The world's first buffalo milk spray drier was invented.

31st October 1955,

Sardar Patel's birthday was chosen to be the day

when Kaira's first milk powder plant would be inaugurated.

Asia's largest plant back then.

With the capacity to process 100,000-litre milk per day.

The first plant to produce milk powder from buffalo milk.

Prime Minister Pandit Jawaharlal Nehru was invited as the Guest of Honour.

The inauguration went off smoothly.

This is a famous picture from the day of the opening ceremony.

You can spot Pandit Nehru and Indira Gandhi here.

When it was decided that they would produce dairy products as well,

they needed a brand name.

If the cooperative wanted to sell its own milk powder and butter

They would need a brand name, and a label, under which it could be sold.

In 1957, a chemist working in the lab suggested the name Amul.

You'd wonder why he chose Amul.

The word Amul is derived from the word Amulya.

A Sanskrit word meaning Priceless.

But not only this, if you abbreviate Anand Milk Union Limited,

It becomes AMUL.

So the name fits in both senses.

Amul starts producing butter as well.

But compared to Polson Butter,

Amul butter turned out to be a flop.

Milk was turned into cream on the same day,

because of which it was white in colour.

On the other hand, Polson butter was made of stale cream.

Milk was kept without refrigeration for 10 days

so that it would sour a bit.

And the bacteria and lactic acid could start working.

Polson heavily salted their butter to have a longer shelf life.

So that it could be stored for longer.

Another difference was that Polson butter was made from cow's milk.

This gave it a yellow colour.

The special taste of the Polson butter,

a bit salty, and the yellowish colour,

people were very used to it.

On the other hand, Amul's butter was neither salty nor did it look white.

People didn't accept it as butter.

Unfortunately, to compete, Amul had to add salt to their butter.

Add colouring agents to bring the yellow colour,

Dr Kurien wasn't happy to do so,

he was an idealist person.

But over time, he realised that consumer satisfaction was very important.

Without it, the company would not survive.

This strategy proved successful,

and with time, Amul Butter started performing better than Polson Butter.

It started selling more.

Here, our special marketing strategies began.

Everyone knows the Amul girl.

She was entered in the Guinness Book of World Records

to be the World's Longest Running Outdoor Advertising Campaign.

She was created in 1966, by Sylvester daCunha.

This was in response to Polson's Butter Girl.

Similar to Amul's Butter Girl, for marketing,

Polson had a butter girl too.

After the success of Kaira Union and their brand Amul,

Similar unions started being incorporated in Gujarat's other districts.

Such as in Baroda and Surat.

To avoid having several small unions competing with each other,

These district unions combined and came together,

to form the Gujarat Cooperative Milk Marketing Federation in 1973.

And Kaira Union agreed to give their brand name Amul

to the Gujarat Cooperative Milk Marketing Federation too.

After its success, Pandit Nehru took some important protectionist measures

to protect the milk cooperatives from the bigger companies.

After him, Prime Minister Lal Bahadur Shastri continued his vision.

As for Polson, the company had already weakened while competing with Amul.

Because Amul's policies were better.

But this company had to shut down their dairy business

when the government announced that

the dairy sector would be reserved for cooperatives.

The company hasn't disappeared.

Today, the company makes natural tanning materials

and eco-friendly leather chemicals.

In 1964, Prime Minister Lal Bahadur Shastri went to Anand

and asked Dr Kurien if the Amul model could be replicated all over the country.

This was the foundation of the National Dairy Development Board in Anand.

After this, the Operation Flood program was launched in 1969-70.

World's largest dairy development program.

As a result, India, which was a milk deficit country in the 1950s,

when we had to import 55,000-tonne milk powder from other countries,

by the 1970s, India became self-sufficient in milk production.

By 1998, India surpassed the USA,

And India became the world's largest milk-producing country.

The story of Amul's success isn't limited to only one company.

It is the success story of the country.

This one cooperative made us a milk surplus country.

Hundreds of thousands of farmers were uplifted from poverty.

This is India's largest self-sustainable rural employment program as well.

Dr Kurien protected Amul from government bureaucrats and other corporates.

The company, the cooperative is still not listed on stock exchanges.

It means that the owners of this cooperative are the farmers.

80% of the revenue goes to them.

The managing committees of the village cooperative societies

are democratically elected.

Today, under the leadership of its Managing Director R.S. Sodhi,

Amul has grown so much that its sales turnover

has exceeded ₹460 billion.

More than 3.6 farmers are a part of it,

and it has a collection capacity of 26.3 million litres per day.

Amul's saga has been wonderfully showcased in the film Manthan.

"Your morning milk will be paid off in the evening,

and the evening milk will be paid off the next morning.

People from all castes can be a member,

and everyone will have an equal right."

This was an outstanding film of its time.

With actors like Naseeruddin Shah and Amrish Puri.

It had won 2 National Awards as well.

When this was made in 1976,

It was India's official entry to the Oscars.

The budget to make this film, ₹1 million,

was crowdfunded by 500,000 farmers.

Each farmer had paid ₹2 to make this film.

The success story shown in this film was so inspirational

that it was later screened at the United Nations Development Programme.

And screened in African and Latin American countries.

Today, you can watch this film for free on Amul's YouTube channel.

I'll put the link to that in the description below,

in case you want to watch it.

The only unfortunate thing is that

today, the cooperatives in India

have not been able to spread out to other sectors.

At least not as successfully.

That's why we get the news of tomatoes being thrown away on the roads,

onions being dumped,

I hope someone from you will be inspired by this story

you can watch more such videos on historical topics by clicking here.

Thank you very much!