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The Anand Milk Union Limited commonly known as Amul is an Indian dairy brand owned by the cooperative society, Gujarat Cooperative Milk Marketing Federation (GCMMF), based in
Anand, Gujarat Anand is a city and the administrative centre of Anand District in the state of Gujarat, India. It is administered by Anand Municipal Corporation. It is part of the region known as Charotar, consisting of Anand and Kheda district, Kheda district ...
. GCMMF is controlled by 3.6 million milk producers. Tribhuvandas Kishibhai Patel founded the organisation in 1946 and served as its chairman until his retirement in the 1970s. He hired Verghese Kurien in 1949, initially as the general manager, where Kurien guided the technical and marketing efforts of the cooperative. Kurien briefly became the chairman of Amul following Patel's death in 1994, and is credited with the success of Amul's marketing. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products, and has since ventured into overseas markets.


History

Amul was founded on 14 December 1946 as a response to the exploitation of small dairy farmers by traders and agents. At the time, milk prices were arbitrarily determined, giving Polson an effective monopoly in milk collection from Kaira and its subsequent supply to
Mumbai Mumbai ( ; ), also known as Bombay ( ; its official name until 1995), is the capital city of the Indian state of Maharashtra. Mumbai is the financial capital and the most populous city proper of India with an estimated population of 12 ...
. Frustrated with the trade practices (which they perceived as unfair), the farmers of Kaira, led by Tribhuvandas Patel, approached
Vallabhbhai Patel Vallabhbhai Jhaverbhai Patel (; ''Vallabhbhāī Jhāverbhāī Paṭel''; 31 October 1875 – 15 December 1950), commonly known as Sardar Vallabhbhai Patel, was an Indian independence activist and statesman who served as the first Deputy Prime ...
, who advised them to form a cooperative. If they did so, they would be able to directly supply their milk to the Bombay Milk Scheme instead of working for Polson. Sardar Patel sent
Morarji Desai Morarji Ranchhodji Desai (29 February 1896 – 10 April 1995) was an Indian politician and Indian independence activist, independence activist who served as the Prime Minister of India, prime minister of India between 1977 and 1979 leading th ...
to organise the farmers. Following a meeting in Chaklasi, the farmers formed the cooperative and resolved not to provide Polson with any more milk. Milk collection was decentralised, as most producers were marginal farmers who could deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each village. By June 1948, the KDCMPUL had started pasteurising milk for the Bombay Milk Scheme. Then-Prime Minister
Lal Bahadur Shastri Lal Bahadur Shastri (; born Lal Bahadur Srivastava; 2 October 190411 January 1966) was an Indian politician and statesman who served as the Prime Minister of India, prime minister of India from 1964 to 1966. He previously served as Minister ...
visited Anand to inaugurate Amul's cattle feed factory. On 31 October 1964, he spoke to farmers about their cooperative. After returning to Delhi, he set in motion the creation of an organisation, the National Dairy Development Board (NDDB), to replicate the Kaira cooperative in other parts of India. Under the leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th anniversary with Morarji Desai,
Maniben Patel Maniben Patel (24 April 1904 — 26 March 1990) was an Indian independence movement activist and a Member of the Indian parliament. She was the daughter of freedom fighter and post-Independence Indian leader Sardar Vallabhbhai Patel. Educated in ...
, and Verghese Kurien. The cooperative was further developed through the efforts of Verghese Kurien and H. M. Dalaya. Dalaya's innovation of making
skim milk Skimmed milk (British English), or skim milk (American English), is made when all the milkfat is removed from whole milk. It tends to contain around 0.1% to 0.3% fat. Background Historically, skimmed milk was used for fattening pigs, and was re ...
powder from buffalo milk was a technological breakthrough that revolutionised India's organised dairy industry. With Kurien's help, the process was expanded on a commercial scale, which led to the first modern dairy cooperative at Anand. This cooperative would go on to compete against the established players in the market. The success of the trio (T. K. Patel, Kurien, and Dalaya) at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts— Mehsana,
Banaskantha Banaskantha district is one of the thirty-four districts of the Gujarat state of India. The administrative headquarters and largest city is Palanpur. The district is in northeastern Gujarat where the West Banas River runs through the valley betw ...
,
Baroda Vadodara (), also known as Baroda, is a city situated on the banks of the Vishwamitri River in the Indian state of Gujarat. It serves as the administrative headquarters of the Vadodara district. The city is named for its abundance of banyan ...
, Sabarkantha, and
Surat Surat (Gujarati Language, Gujarati: ) is a city in the western Indian States and territories of India, state of Gujarat. The word Surat directly translates to ''face'' in Urdu, Gujarati language, Gujarati and Hindi. Located on the banks of t ...
– were set up, following the approach sometimes described as ''the Anand pattern''. In 1970, the cooperative spearheaded the "
White Revolution The White Revolution () or the Shah and People Revolution () was a far-reaching series of reforms to aggressively modernize the Pahlavi Iran, Imperial State of Iran launched on 26 January 1963 by the Shah, Mohammad Reza Pahlavi, and ended with ...
" of India. To combine forces and expand the market while saving on advertising and avoiding competing against each other, the Gujarat Co-operative Milk Marketing Federation Ltd., an apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul with it since 1955, transferred it to GCMMF. Technological developments at Amul have subsequently spread to other parts of India. In 1999, it was awarded the "Best of All" Rajiv Gandhi National Quality Award. In 2025, Amul was ranked third most valued brand in India in the YouGov India Value Rankings 2025.


Promotion and advertisement

In 1966, Amul hired Sylvester daCunha, the managing director of an advertising agency, to design an ad campaign for Amul Butter. DaCunha created an operation consisting of a series of hoardings featuring topical ads related to day-to-day issues. It was popular and earned a Guinness World Record for the longest-running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar were involved in sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the development of the ads. Despite encountering political pressure on several occasions, daCunha's agency has made it a policy not to back down. Some of the more controversial Amul ads include one commenting on the Naxalite uprising in West Bengal, one on the Indian Airlines employees' strike, and one depicting the Amul girl wearing a Gandhi cap. In 2013, Amul tweeted a picture featuring the Amul Butter Girl, implying that "freedom of choice" died in 2013, in opposition to the
Supreme Court of India The Supreme Court of India is the supreme judiciary of India, judicial authority and the supreme court, highest court of the Republic of India. It is the final Appellate court, court of appeal for all civil and criminal cases in India. It also ...
overruling the judgment of the High Court of Delhi and criminalising
homosexuality Homosexuality is romantic attraction, sexual attraction, or Human sexual activity, sexual behavior between people of the same sex or gender. As a sexual orientation, homosexuality is "an enduring pattern of emotional, romantic, and/or sexu ...
again. On 17 October 2016, the Amul Butter Girl celebrated 50 years since she first appeared in the topical ad, titled "Thoroughbred". The ad showed a jockey holding a slice of bread during the horse race season in 1966. The impish Amul girl had appeared for the first time even before that, with Eustace Fernandez showing her offering bedtime prayers with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul butter". Their ad on ''Aagey Badhta Hai India'' had an excellent response from the audience. It spoke about how their milk is seen as a household product, with a catchy tune associated with it. It has over 39 lakh (3.9 million) views on YouTube. In February 2020, Amul posted a picture of the Amul girl treating
Joaquin Phoenix Joaquin Rafael Phoenix ( ; ; born October 28, 1974) is an American actor. Widely described as one of the most preeminent actors of his generation and known for Joaquin Phoenix filmography, his roles as dark, unconventional and eccentric charact ...
with butter after his academy award win for his role in the 2019 film, ''Joker''. Since Phoenix is a vegan, Amul faced criticism from vegans in India and PETA for the poor knowledge of his vegan activism and life. In July 2024, Amul featured Maya Neelakantan, a ten-year-old guitar prodigy who auditioned for ''America's Got Talent'' season 19 in June 2024.


In popular culture

The White Revolution inspired filmmaker Shyam Benegal to base his 1976 film '' Manthan'' on it. The film was financed by over five lakh (half a million) rural farmers in Gujarat, who contributed ₹2 each to its budget. Upon its release, these farmers went in truckloads to watch 'their' film, making it a commercial success. ''Manthan'' won the National Film Award for Best Hindi Feature Film during the
24th National Film Awards The 24th National Film Awards, presented by Directorate of Film Festivals, the organisation set up by Ministry of Information and Broadcasting (India), Ministry of Information and Broadcasting, India to felicitate the best of Cinema of India, ...
in 1977.


See also

* Aavin * Anikspray


References


External links

* {{Dairy Industry in India Cooperatives in Gujarat Food and drink companies established in 1946 Companies based in Gujarat Ice cream brands Economy of Gujarat Dairy products companies of India Indian brands Indian companies established in 1946 Dairy cooperatives in India Brand name dairy products Dairy farming in India Agricultural cooperatives in India Asian chocolate bars