Important facts about Amul

 

• It was first set up in Anand, Gujarat in 1946.


• Amul is run by Gujarat Milk Marketing Federation Ltd. (GCMMF), in joint ownership with more than 3.6 million milk producers.


• Amul Corporation was founded by Dr. Vergese Kurien, who is also known as the father of the White Revolution in India.


• More than 15 million milk producers distribute milk to dairy cooperatives of 144,500 dairies across the country.


• Amul operates in over 50 countries, with more than 7,200 exclusive stores in India alone.


• Amul has been bestowed with the Rajiv Gandhi National Quality Award “Best” in 1999, in recognition of its premium level of quality.


• Amul also has a Guinness World Record for the longest-running advertising campaign.

Designed in 1949, Dr Verghese Kurien’s journey at Amul began when he landed at Anand, a small village in Gujarat as a government official overseeing a dairy. Gradually, he moved from repairing agricultural machinery to revolutionising India's dairy business

.

Amul operates on a three-tier mechanism. The first tier is the cooperative society in the village, with milk producers as voluntary members at the base. They are responsible for managing the co-operative through a democratically elected 9-member managing committee. The business is conducted by purchasing milk from members and selling it to the district-level cooperative. There are around 11,000 co-operatives or more in the small villages of Gujarat.

The second tier has the district co-operatives responsible for transforming milk into milk products, which are then marketed locally and the surplus is then sold to the state co-operative for national and international marketing purposes.

                                              

Used as a mascot to charm its audience with innocence and wit, the Amul Girl is a long-standing cartoon that has helped Amul connect with the community through humour and socio-political commentary.