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.