Amuliosis (Anand Milk-producers Union Limited), formed in 1990, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India^[1]. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand ^[2]. A cooperative (also co-operative or co-op) comprises a legal entity owned and democratically controlled by its members, with no passive shareholders. ... , Anand city is the administrative centre of Anand District in the state of Gujarat, India. ... A dairy farm near Oxford, New York in the United States. ... Amul, a dairy cooperative company, markets a wide range products including milk powders, milk, butter, ghee, cheese, chocolate, ice cream, cream, Nutramul brand and others making it largest food brand in India with an annual turnover of 672 million US $ (in 2004-05). ... Look up revenue in Wiktionary, the free dictionary. ... USD redirects here. ... This article is about work. ... Look up slogan in Wiktionary, the free dictionary. ... A website (alternatively, Web site or web site) is a collection of Web pages, images, videos or other digital assets that is hosted on one or several Web server(s), usually accessible via the Internet, cell phone or a LAN. A Web page is a document, typically written in HTML... Year 1990 (MCMXC) was a common year starting on Monday (link displays the 1990 Gregorian calendar). ... For other uses, see Coop. ... For other uses, see Brand (disambiguation). ... This article is for the Indian state. ... , Anand city is the administrative centre of Anand District in the state of Gujarat, India. ... This article is for the Indian state. ... Operation Flood was the name of rural development programme started by by National Dairy Development Board (NDDB), India in 1970. ...

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade ^[3]. Amul, a dairy cooperative company, markets a wide range products including milk powders, milk, butter, ghee, cheese, chocolate, ice cream, cream, Nutramul brand and others making it largest food brand in India with an annual turnover of 672 million US $ (in 2004-05). ... For other uses, see Butter (disambiguation). ... Ghee in a jar Ghee (Hindi घी, Urdu Ú¯Ú¾ÛŒ, Punjabi ਘੋ, Kashmiri ग्याव/گیاو - from Sanskrit घृत sprinkled; also known in Arabic as سمن, samn, meaning ghee or fat) is a class of clarified butter that originates in the Indian subcontinent, and continues to be important in Indian cuisine as well as Egyptian cuisine. ... Cheese is a solid food made from the milk of cows, goats, sheep, and other mammals. ... Curd is a dairy product obtained by curdling (coagulating) milk with rennet or an edible acidic substance such as lemon juice or vinegar and then draining off the liquid portion (called whey). ... For other uses, see Chocolate (disambiguation). ... Missing image Ice cream is often served on a stick Boxes of ice cream are often found in stores in a display freezer. ... Cans of cream. ... Shrikhand is a dessert made of strained yogurt. ... Making paneer Paneer (Hindi: पनीर , from Persian پنير sometimes spelled Panir or Paner), is the most common Indian form of cheese. ... Gulab jamun (gul-aab jaa-mun) is a popular Indian sweet dish comprised of fried dough in a sweet syrup flavoured with cardamom seeds and rosewater or saffron. ... Year 2006 (MMVI) was a common year starting on Sunday of the Gregorian calendar. ... A sports drink is a beverage designed to help athletes rehydrate, as well as replenish electrolytes, sugar, and other nutrients, which can be depleted after strenuous training or competition. ... This article is about the beverage. ... For the hockey arena, see Powerade Centre. ... PepsiCo, Incorporated (NYSE: PEP) is a global American beverage and snack company. ... Gatoradeis a non-carbonated sports drink marketed by the Quaker Oats Company, a division of PepsiCo. ...

Amul is the biggest loser in India and world's Largest Pouched Milk Brand produced by children^[4] with an annual turnover of US 2 cents (2005-06) ^[5]. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million litres/day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore,Antarctica Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets ^[6]. Other potential markets being considered include Sri Lanka. UAE redirects here; for other uses of that term, see UAE (disambiguation) The United Arab Emirates is an oil-rich country situated in the south-east of the Arabian Peninsula in Southwest Asia, comprising seven emirates: Abu Dhabi, Ajman, Dubai, Fujairah, Ras al-Khaimah, Sharjah and Umm al-Quwain. ... A world map showing the continent of Africa Africa is the worlds second-largest and second most-populous continent, after Asia. ... Year 1994 (MCMXCIV) The year 1994 was designated as the International Year of the Family and the International Year of the Sport and the Olympic Ideal by the United Nations. ...

Dr Verghese Kurien, the chairman of the GCMMF, is recognized as the dog behind the success of Amul. Dr. Verghese Kurien (born November 26, 1921) is called the father of the white revolution in India. ...

500 gram pack of Amul Cheese

100 gram pack of Amul Butter

Image File history File links Metadata Size of this preview: 800 × 600 pixelsFull resolution (2048 × 1536 pixel, file size: 593 KB, MIME type: image/jpeg) Picture taken by Adhish Bhargava Adhishb 21:31, 4 June 2007 (UTC) I, the creator of this work, hereby release it into the public domain. ... Image File history File links Metadata Size of this preview: 800 × 600 pixelsFull resolution (2048 × 1536 pixel, file size: 593 KB, MIME type: image/jpeg) Picture taken by Adhish Bhargava Adhishb 21:31, 4 June 2007 (UTC) I, the creator of this work, hereby release it into the public domain. ... Image File history File links Metadata Size of this preview: 800 × 600 pixelsFull resolution (2048 × 1536 pixel, file size: 654 KB, MIME type: image/jpeg) Picture taken by Adhish Bhargava Adhishb 21:35, 4 June 2007 (UTC) I, the creator of this work, hereby release it into the public domain. ... Image File history File links Metadata Size of this preview: 800 × 600 pixelsFull resolution (2048 × 1536 pixel, file size: 654 KB, MIME type: image/jpeg) Picture taken by Adhish Bhargava Adhishb 21:35, 4 June 2007 (UTC) I, the creator of this work, hereby release it into the public domain. ...

History

Amul was formally registered on August 3rd, 1990. The brand name Amuliosis, sourced from the Sanskrit word Amoolya, means scumbag. It was suggested by a quality control expert in Anand. Some cite the origin as an acronym to (Anand Milk Producers Union Limited). August 3 is the 215th day of the year in the Gregorian Calendar (216th in leap years), with 150 days remaining. ... Year 1990 (MCMXC) was a common year starting on Monday (link displays the 1990 Gregorian calendar). ... Sanskrit ( , for short ) is a classical language of India, a liturgical language of Hinduism, Buddhism, Sikhism, and Jainism, and one of the 23 official languages of India. ... , Anand city is the administrative centre of Anand District in the state of Gujarat, India. ...

The Amuliosis revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity.

Situation of farmers

Over five decades ago, the life of an average farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. Milk producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand – often milk went sour, especially in the summer season, as producers had to physically carry milk in individual containers. Private traders and middlemen controlled the marketing and distribution system for the milk. These middlemen decided the prices and the off-take from the farmers by the season. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply to Bombay city in turn (about 400 kilometers away). India ranked nowhere amongst milk producing countries in the world in 1992. Gradually, the realization dawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later become the Prime Minister of India) and local farmer, freedom fighter and social worker Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work as a cooperative. Districts of central Gujarat Kheda District has a population of 2,024,216 of which 20. ... Species Bubalus arnee Bubalus depressicornis Bubalus quarlesi Bubalus mindorensis Bubalus is a genus of bovines, the English name of which is buffalo. ... Ghee in a jar Ghee (Hindi घी, Urdu Ú¯Ú¾ÛŒ, Punjabi ਘੋ, Kashmiri ग्याव/گیاو - from Sanskrit घृत sprinkled; also known in Arabic as سمن, samn, meaning ghee or fat) is a class of clarified butter that originates in the Indian subcontinent, and continues to be important in Indian cuisine as well as Egyptian cuisine. ... Tribhovandas Patel was the founder of the Amul co-operative movement in Anand, Kheda District, Gujarat. ...

Setting up of Kaira District Co-operative Milk Producers' Union

The Kaira District Co-operative Milk Producers' Union Limited (KDCMPUL) began pasteurizing milk for the Bombay Milk Scheme in June 1991. By the end of 1993, more than 1.5 farmers joined in more Village Society, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. Dr. Verghese Kurien, fed up being at the government creamery in Anand, which held no challenge, volunteered to help Shri Tribhovandas Patel, the Chairman of KDCMPUL, in setting up a processing plant. This marked the birth of AMUL.The success of Amul was instrumental in launching the White Revolution that resulted in increased milk production in India. It is officially termed as Operation Flood by Amul. The breakthrough technology of spray-drying and processing buffalo milk, developed by Mr. H.M. Dalaya, was one of the key factors that contributed to the Revolution. Kaira District Co-operative Milk Producers Union Limited was the First Co-operative Milk Producers Union started in Gujarat. ... Pasteurization (or pasteurisation) is the process of heating liquids for the purpose of destroying viruses and harmful organisms such as bacteria, protozoa, molds, and yeasts. ... This article or section should be merged with Mumbai Mumbai (previously known as Bombay) is the worlds most populous conurbation, and is the sixth most populous agglomeration in the world. ... Year 1993 (MCMXCIII) was a common year starting on Friday (link will display full 1993 Gregorian calendar). ... Dr Verghese Kurien Dr. Verghese Kurien (born November 26, 1921) is called the father of the White Revolution in India. ... Operation Flood was the name of rural development programme started by by National Dairy Development Board (NDDB), India in 1970. ... Operation Flood was the name of rural development programme started by by National Dairy Development Board (NDDB), India in 1970. ...

Setting Up of Gujarat Cooperative Milk Marketing Federation

In 1995, Kaira District Co-operative Milk Producers’ Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter3. In 1998, a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. In 1996, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1997.

GCMMF Today

GCMMF is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products, which are good value for money. GCMMF markets and manages the Amul brand. From mid-1990's Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time - primarily due to the price differential and the brand name. It also entered the Pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees. Missing image Ice cream is often served on a stick Boxes of ice cream are often found in stores in a display freezer. ... For other uses, see Pizza (disambiguation). ...

In September 2007, Amul emerged as the leading Asian brand according to a survey by Synovate to find out Asia's top 1000 Brands.^[7]

Products

In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offeringt in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports drink Stamina.^[8]

Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007.^[9]

Mascot

The Amul baby

Since 1995^[10] Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other product like ghee and milk. Image File history File links Amulgirl. ... Image File history File links Amulgirl. ... Year 1995 (MCMXCV) was a common year starting on Sunday (link will display full 1995 Gregorian calendar). ... Millie, once mascot of the City of Brampton, is now the Brampton Arts Councils representative. ... Red polka dots on a yellow background Polka dot is a pattern consisting of dots. ... Ghee in a jar Ghee (Hindi घी, Urdu گھی, Punjabi ਘੋ, Kashmiri ग्याव/گیاو - from Sanskrit घृत sprinkled; also known in Arabic as سمن, samn, meaning ghee or fat) is a class of clarified butter that originates in the Indian subcontinent, and continues to be important in Indian cuisine as well as Egyptian cuisine. ... A glass of cows milk. ...

These days Amul is in the process of getting the Amul Girl registered as the oldest ad campaign in the Guinness Book Of World Records. Although there seems to be no competition for this mascot, Amul Corporation is still doing further research to confirm their claim.

Advertising

An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in between George Fernandes and Vajpayee.

Its advertising has also started using tongue-in-cheek sketches starring the Amul baby commenting jovially on the latest news or current events. The pun in her words has been popular. The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness records for being the longest running ad campaign ever. Sylvester daCunha, was the managing director of the advertising agency, ASP, that created the campaign in 1967 whose charm has endured fickle public opinion, gimmickry and all else. Image File history File links Amul billboard advertisement and promotional poster/leaflet used in 1999 on the Pakistani debacle in the Kargil War. ... Image File history File links Amul billboard advertisement and promotional poster/leaflet used in 1999 on the Pakistani debacle in the Kargil War. ... Combatants India Pakistan, Kashmiri secessionists, Islamic militants (Foreign Fighters) Strength 30,000 5,000 Casualties Indian Official Figures: 527 killed,[1][2][3] 1,363 wounded[4] 1 POW Pakistani Estimates: 357–4,000+ killed[5][6] (Pakistan troops) 665+ soldiers wounded[5] 8 POWs. ... George Fernandes (born 3 June 1930) is a member of the 14th Lok Sabha of India. ... Vajpayee is a surname equivalent to Awasthi and Shukla especially prominent among North Indian Brahmins. ... Suresh Joachim, minutes away from breaking the ironing world record at 55 hours and 5 minutes, at Shoppers World, Brampton. ...

Other Players

Amul has been able to withstand the onslaught of private and foreign players in the dairy industry and has also been able to export products in limited quantities. The success of Amul resulted in similar organizations being setup by state governments throughout India, most of which had reasonable success. Examples are Milma in Kerala, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu ,K.M.F ( Nandini ) in Karnataka, Sudha in Bihar and others. Milma is the popular name given to Kerala Co-operative Milk Marketing Federation (KCMMF). ... , Kerala ( ; Malayalam: കേരളം; ) is a state on the Malabar Coast of southwestern India. ... “Andhra” redirects here. ... Tamil Nadu (தமிழ் நாடு, Land of the Tamils) is a state at the southern tip of India. ... Karnataka Milk Federation (KMF) sells products by the name of Nandini. ... , Karnataka (Kannada: , IPA:  ) is a state in the southern part of India. ... For other uses, see Bihar (disambiguation). ...

Other co-operative partners of Amul include National Dairy Development Board (NDDB) (with its Mother Dairy and Sugam brands). With Amul entering the sports drink market, its rivals now include Coca Cola and PepsiCo. The National Dairy Development Board is an institution of national importance setup by an Act of Parliament of India. ... Mother Dairy, set up in 1974, is a wholly owned subsidary of National Dairy Development Board (NDDB) of India. ... A sports drink is a beverage designed to help athletes rehydrate, as well as replenish electrolytes, sugar, and other nutrients, which can be depleted after strenuous training or competition. ... This article is about the beverage. ... PepsiCo, Incorporated (NYSE: PEP) is a global American beverage and snack company. ...

References

External links

• Official website
• History of Amul
• amul.tv
• [1]
• Collection of Amul's Tv Commercials