Amul
 | |
| Company type | Cooperative |
|---|---|
| Industry | Dairy |
| Founded | 1946 |
| Founder | Verghese Kurien, Tribhuvandas Kishibhai Patel |
| Headquarters | Anand, Gujarat, India |
Key people | Jayen Mehta (Managing Director) Rupinder Singh Sodhi (Former Managing Director) |
| Revenue | US$9.4 billion (2023–24)[1] |
Number of employees | 1,000 (direct), 3.6 million (farmer members) (2024)[2] |
| Parent | Gujarat Cooperative Milk Marketing Federation (GCMMF) |
| Website | www |
Amul, officially known as the Anand Milk Union Limited, is an Indian dairy Cooperative based in Anand, Gujarat, India. Founded in 1946 by Verghese Kurien and Tribhuvandas Kishibhai Patel, Amul operates under the Gujarat Cooperative Milk Marketing Federation (GCMMF) and is one of India's largest dairy brands, known for products like butter, milk, cheese, and ice cream.[2] With a network of over 3.6 million farmer members across 18,700 village cooperatives, Amul processes over 30 million liters of milk daily.[3] The brand is globally recognized for its role in India's White Revolution, transforming the country into the world's largest milk producer.[4]
History
Founding and Early Years
Amul was established in 1946 to address the exploitation of dairy farmers by middlemen in Kaira District, Gujarat. Tribhuvandas Kishibhai Patel, inspired by Sardar Vallabhbhai Patel, organized farmers into a cooperative to supply milk directly to Bombay. Verghese Kurien, known as the "Father of the White Revolution," joined in 1949 and developed the cooperative model that became Amul.[5] The brand name "Amul" derives from the Sanskrit word "Amulya," meaning priceless, and was launched in 1955 with its iconic butter product.[2]
Growth and the White Revolution
Under Kurien’s leadership, Amul’s cooperative model, known as the "Anand Pattern," empowered farmers by integrating procurement, processing, and marketing.[4] This model was replicated nationwide through Operation Flood, launched in 1970, which made India self-sufficient in milk production.[6] By the 1980s, Amul expanded its product range to include milk powder, cheese, and ice cream, establishing itself as a household name.[5]
Modern Expansion
Amul has grown into a global brand, exporting products to over 50 countries, including the United States, Australia, and the Middle East.[3] In 2023–24, GCMMF reported a turnover of ₹76,000 crore (US$9.4 billion), an 18% increase from the previous year.[1] The cooperative plans to invest ₹1,500 crore to expand milk processing capacity to 38 million liters per day by 2026.[3] Recent innovations include organic dairy products and high-protein offerings.[7]
Operations
Amul operates through a three-tier cooperative structure:
- Village Dairy Cooperatives: Collect milk from farmers.
- District Milk Unions: Process milk into products.
- State Federation (GCMMF): Markets products under the Amul brand.[2]
Major facilities are located in Anand, with additional plants across Gujarat, Maharashtra, Uttar Pradesh, and West Bengal.[3] Amul’s product portfolio includes milk, butter, ghee, cheese, yogurt, ice cream, chocolates, and traditional Indian sweets.[2]
Marketing and Branding
Amul is renowned for its "Amul Girl" advertising campaign, launched in 1966, featuring a cartoon mascot commenting on social and political issues. The campaign, created by Sylvester daCunha, is one of India’s longest-running ad campaigns.[4] The brand’s tagline, "The Taste of India," reflects its cultural significance.[5]
Social Impact
Amul’s cooperative model empowers rural farmers, particularly women, by providing stable income and access to markets.[6] It supports community development through initiatives in education, healthcare, and animal husbandry, managed by GCMMF and affiliated trusts.[2] The cooperative’s success has inspired similar models in other agricultural sectors.[4]
Global Presence
Amul exports dairy products to countries like the United States, Singapore, United Arab Emirates, and Australia. In 2024, Amul entered the US market with fresh milk sales, partnering with local cooperatives.[8] The brand also operates Amul parlors and cafes in India and select international markets.[7]
External Links
References
- ↑ 1.0 1.1 "Amul turnover grows 18% to Rs 76,000 crore in FY24". The Economic Times. 1 April 2024. Retrieved 30 May 2025.
- ↑ 2.0 2.1 2.2 2.3 2.4 2.5 "About Us". Amul. Retrieved 30 May 2025.
- ↑ 3.0 3.1 3.2 3.3 "Amul to invest Rs 1,500 crore to expand milk processing capacity". Business Standard. 28 May 2024. Retrieved 30 May 2025.
- ↑ 4.0 4.1 4.2 4.3 "Amul: The story of India's dairy revolution". Livemint. 10 July 2023. Retrieved 30 May 2025.
- ↑ 5.0 5.1 5.2 "Amul: A legacy of cooperative success". Hindustan Times. 20 August 2022. Retrieved 30 May 2025.
- ↑ 6.0 6.1 "Amul and the White Revolution: How India became a dairy powerhouse". Forbes India. 15 September 2023. Retrieved 30 May 2025.
- ↑ 7.0 7.1 "Amul launches organic dairy products to meet growing demand". CNBC-TV18. 20 October 2024. Retrieved 30 May 2025.
- ↑ "Amul enters US market with fresh milk sales". Reuters. 25 March 2024. Retrieved 30 May 2025.