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A Case Study of Amul: The Taste of India!

Utterly Butterly Delicious, Amul! How can we forget this vivacious Amul girl on every Amul Butter pack? She has her witty take on every event taking place in India! And don't we all love it! Over the years, Amul has made a place in our hearts with its top-quality dairy products and unique marketing strategy! Amul Milk, Amul Butter, Amul Cheese, cream, chocolates, and Ice creams fill you with a blissful joy! It has become a trustworthy brand, and today you do not think twice before buying an Amul Product! But as gold has to burn in the fire before becoming gold, Amul, too, had to face many challenges before becoming the favorite dairy brand of India! Many people like Mr. Varghese Kurien have put in their sincere efforts to give Amul the place where it is today. We will read about it in the case study of Amul.

Amul Case Study: History!

Amul Milk Union Limited or Amul India got established on 19 December 1946 in the town of Anand in Gujarat in India. It was a move against the brokers and agents who arbitrarily determined the milk prices and exploited the milk producers. It was the time when Polson, another dairy company, was dominating the business! It established its first dairy in Anand in 1930. The government had given the company control in the work of collecting milk from Kaira and supplying it to Mumbai and its sub-areas. Polson brought the milk at low rates from the farmers! These unfair trade practices made the farmers very angry! 

The angry farmers went to their local leader Shri. Tribhuvandas Patel. Together they approached Sardar Vallabh Bhai Patel. He was a Congress leader and freedom fighter. Sardar Patel was already aware of the matter. In the year 1942, he had also pointed out the ulterior motives of Polson and the British government in a letter to Maganbhai Patel, who was a bureaucrat and well-wisher of the farmers. Sardar Patel advised the farmers to set up a cooperative (Kaira District Co-operative Milk Producers Union) and supply milk directly to the Mumbai milk division, not Polson. He asked Morarji Desai, another Congressmen and freedom fighter, to organize the milk farmers. 

The cooperative was further established and led by Dr. Verghese Kurien and H.M. Dalaya. Dalaya's ingenuity of creating skimmed milk powder using buffalo's milk, for the very first time and later putting it into commercial scale with Kurien's assistance created an early modern-day dairy in the cooperative in Anand (Gujarat). It was in competition with the most existing market leaders.

Within a short time and a short time, the good fortune at the dairy cooperative expanded to the neighborhood of Anand's in Gujarat. In the end, five unions from different districts such as Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were established following the method that is sometimes called the Anand pattern.

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