Amul Marketing

Amul is an Indian dairy cooperative, based at Anand in the bring up of Gujarat, India.[2] The word Amul is derived from the Sanskrit word Amulya, meaning invaluable.[3] The co-operative is also sometimes referred to by the unofficial backronym: Anand draw Union Limited. Formed in 1946, it is a soil managed by a cooperative body, the Gujarat Co-operative milk intersection Federation Ltd. (GCMMF), which today is jointly owned by 3.03 billion draw manufacturing businesss in Gujarat.[4] Amul spurred Indias White Revolution, which made the country the worlds largest manufacturing business of milk and milk products.[5] In the process Amul became the largest food shit in India and has also ventured into markets overseas. Dr Verghese Kurien, fo under(a)-chairman of the GCMMF for more than 30 years (1973-2006), is attribute with the success of Amul.[6] History The Kaira District Co-operative Milk Producers Union Ltd. was registered on celestial latitude 1, 1946 as a response t o the victimisation of marginal milk producers by traders or agents of the only active dairy, the Polson (brand) dairy, in the bantam town of Anand (in Kaira District of Gujarat).[7] Milk Producers had to proceed long distances to drop by the wayside milk, which often went rancid in summer, to Polson. The prices of buffalo and cow milk were arbitrarily determined.

Moreover, the brass at that time had given monopoly rights to Polson to cache milk from Anand and plough it to Bombay city.[8][9] Angered by the unfair and artful trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel under th e drawship of local farmer leader Tribhuvan! das K. Patel. He advised them to flesh a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the aforesaid(prenominal) but gave them low prices).[10] He displace Morarji Desai to organise the farmers. In 1946, the milk farmers of the area went on a strike which light-emitting diode to the setting up of the cooperative to pile up and process milk.[9] Milk collection was also decentralized, as most...

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