Inspired by India’s Freedom Struggle: Amul - The Brand, The Revolution, and The Campaign
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In a small town called
And they did.
Inspired by India’s freedom struggle, it all began when farmers in a small town near Anand city in Gujarat made milk as a symbol of protest. Tribhuvandas Patel was a local leader who had been imprisoned number of times during India’s struggle for freedom. With the help of his supporters, he found a dairy co-operative in 1946 in Anand. The cooperative movement was a movement against the atrocities of Polson Dairy, a locally-owned dairy in Anand, which procured milk from farmers at very low rates to sell to the Bombay (now Mumbai) government.
28 year old Mechanical Engineer from Kerala,
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Branding played a major role for Amul’s success, the (original) Amul Girl was created by
And then, Amul became a brandname in its own right. It is said that for Operation Flood, Kurien’s idea of having farmers own the brand went a long way in creating a sense of ownership and, in turn, responsibility for the product’s quality. Since the mid-90s, Amul has been able to take the range outside the security of traditional products, milk powder and butter. Amul diversified to everything from ice-cream, curd to long-life flavoured milk. Brand Amul is now present in over 50 countries.
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Amul has come a long way since its inception. The contribution of Amul in development of rural India as well as economic growth of the nation is legendary.Advertisement
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