Today, we are going to talk about the motivating tale of Amul, a brand that has gained the reputation of being the purest, the most trusted, and the best-tasting in every Indian home. Its journey from the small-scale dairy cooperative of Gujarat to becoming a global dairy giant is a tribute to the power of cooperation and the dream of the rural Indian farmers. The brand’s triumph can be demonstrated not just by its huge popularity but also by its mind-blowing sales and presence around the world.

The first significant event in Amul’s history happened in 1955 when the Kaira District Cooperative Milk Producers’ Union turned over the brand to the Gujarat Cooperative Milk Marketing Federation (GCMMF), which soon became one of the biggest food product marketing organizations in India. On 27 December 2007, Amul made history by recording 10 million kilograms of milk procurement in a single day, setting a benchmark in the dairy industry.

What is Amul?

Amul is not merely a brand name for countless Indians, but is a feeling evoked by the trust and quality. Anand Milk Union Limited is the full term of Amul, and it is a cooperative federation that is headquartered in Anand, Gujarat. GCMMF manages Amul, which is the result of the efforts of 3.6 million milk producers who are also its owners. The brand that was born on 19 December 1946 was meant for the farmers’ benefit by helping them with fair prices and getting rid of middlemen.

The extraordinary vision of Tribhuvandas Patel, Morarji Desai, and Dr. Verghese Kurien, among others, persuaded Amul to be the backbone of the dairy world, and thus, the movement that led India to be the largest milk producer was born.

Amul’s Net Worth and Turnover

Amul, being a cooperative, does not possess a net worth in the usual individual sense. Rather, its earnings are dispersed among the farmer members. That said, the size of the company is such that in the financial year 2023–2024, Amul’s net turnover was ₹80,000 crores (around $10 billion). Being so close to the top of dairy brands worldwide, this amazing figure secures Amul’s position among them.

Sources of Income

Amul’s large revenue streams are from the following operations and many more:

Milk Procurement and Sales: The focal point of the business model is the collection of milk from rural farmers, followed by the production of dairy products, including but not limited to butter, cheese, ghee, yogurt, and ice cream.

Export of Dairy Products: Amul sells dairy products to a number of countries, thus promoting Indian goodness in global markets.

Retail Operations: The brand has thousands of retail areas and distribution networks all over India.

Government Partnerships: Amul works with the government schemes on agriculture and dairy development very often.

Cooperative Model: Its unique profit-sharing model ensures that the benefits reach the grassroots — the farmers themselves.

Foundation and Purpose

Amul was established as a direct response to the exploitation faced by milk producers in Gujarat during the 1940s. Farmers approached Sardar Vallabhbhai Patel, who advised them to form their own cooperative society to eliminate middlemen. Following his guidance, Tribhuvandas Patel, along with Morarji Desai and Verghese Kurien, laid the foundation for the Kaira District Cooperative Milk Producers’ Union, which later evolved into Amul.

A humble beginning with a meager 247 liters of milk from two villages has now grown into a movement that has changed the whole lives of millions.

How Amul Got to Be a Synonym for the Home

The success of Amul is attributed to its marketing genius, product innovations, and high quality being maintained all along. The famous Amul girl mascot, which was created in 1966, became one of the Indian advertising symbols. “Amul: The Taste of India” was a tag line that exactly represented the brand’s unity and trust.

Amul has been growing in the international market recently. In 2024, it will be the year that Amul will work with the Michigan Milk Producers Association to launch fresh milk products in the USA. Additionally, the company has been installing high-tech filling machines at its Khatraj, Gujarat plant, which will not only make the process easier but also increase production.

Amul and the White Revolution

Not only did Amul witness the changes, but it was also the one that initiated changes in the Indian dairy industry through its powerful partnership with the White Revolution (Operation Flood), which was launched in 1970 by Dr. Verghese Kurien. The movement made the country go from a milk-deficient nation to a world giant in milk production. Amul’s cooperative model was the example that was copied for dairy development all over the country.