In 1945 the British government in India introduced a rule called the Bombay Milk Scheme, according to which the people in the manufacturing district of Gujarat were to sell the milk collected from their cattle only to a private company called Paulison which milked the farmers and supplied them to the Bombay Milk Scheme while the British government Taking this rule as an advantage, the police company used to cheat the farmers in Gujarat and buy milk from them at a very low price and sell it at a higher price. A leader named Tribhuvandas Patel who saw the suffering of the loser farmers, took the farmers to a national leader in Gujarat for a solution to this problem. Sardar Vallabhbhai Patel already knew about the injustice that was happening so his advice to the farmers was to stop supplying milk to the company and form a cooperative society by the farmers themselves and directly supply the milk collected by this cooperative to the Bombay Milk Scheme. It was from the suggestion that the Kaira District Cooperative Milk Producers Union Limited KDCMTUL was implemented in later days but this small cooperative society formed in 1945 by farmers in Gujarat to meet their hardships has today made India the number one position in the world in milk production with a few lakhs of farmers. It brought them out of poverty and changed their lives completely but the point here is how the farmers who fought against the British government were able to establish such a big company and what strategy they implemented.
In 1945 Sardar Vallabhbhai Patel advised farmers to form a cooperative and directly supply milk to the Bombay Milk Scheme but the problem here is that if all these farmers form a cooperative and collect milk, then the British government will lose a lot if the British government does not buy milk from these farmers, so Patel said. The solution is that if the British government does not agree to buy milk directly from the farmers then Patel advised them to go on strike without selling the milk to anyone so what will happen if the supply of milk to Bombay city is reduced and it will create a problem for the Britishers then they will come down and talk to the farmers so this is the plan and their plan. Before doing this the British government did not agree to buy milk directly from the farmers. After many strikes and struggles the British government finally agreed to this. The resulting company Kiara Distic Cooperative Milk Products Indian Ltd was officially registered as a company by Tribhuvandas Patel in 1946. Before you need to know about Co-operative society, before that you need to know about Co-operative society what are the benefits of co-operative society what are the benefits of taking membership in this society generally a business has one owner and employees. In business, the owner takes the profit and the loss and gives time to time salaries to the employees but in cooperative society it is not like that. Some group of people form an association to work as one with the idea that everyone in it should grow is called a cooperative society.
Everyone who is registered as a member of the company owns the company and everyone has equal rights in the company. Who should be in some important positions of the company is decided by voting. Let us go into the story Kiara Cooperative Milk Union started in 1946 and by 1948 it has become a company supplying 5000 liters of milk daily with around 432 farmers. But we talked about the company called Polison, which is cheating the farmers in the video starting, now this cooperative society has flew to the level of competing with that company. He was very attracted by the way he was struggling to compete with the company. He was very attracted to the fact that after the completion of the government project where the Korean was working, he also joined this Kiara District Cooperative Union as the Executive Head of this Kiara District Cooperative Union. It is as if we have heard it somewhere, the reason for this is that he is called Father of White Revolution. That is, most of us use the milk powder that is used daily to make it with cow’s milk, but due to the fact that the Kiaro cooperative has a lot of buffalo milk, it does not mean what to do with the remaining milk when it is supplied to the Bombay Milk Scheme because that milk. It is also useless to make milk powder, to solve this problem, Varghese Korean and his friend, HM Balayya, together invented the technology to make milk powder from milk, which is the first time in the world. Factory was also built at a place called Kiara in Gujarat to make it go, but now Kiara Cooperative had not only milk but also milk curd, butter, ghee and cheese
But in order to sell in the market, there should be a branding for that. The brand name given by this company is Amul Anandu Milky Union Ltd. Ananda is the name of a district in Gujarat. So this district cooperative is marketing their products. The success of this Amul cooperative business has spread to other districts in Gujarat and the farmers there too. Same started some kind of cooperative societies but if all these compete among themselves they cannot give strong competition to private companies like police, so the members of the cooperative union noticed this and combined all these and established a new organization in 1973 to represent and market them as a single product Gujarat Co-operative Milk Marketing Federation Limited GCMMF It will represent all the cooperative societies in Gujarat as one. To do that, they should also have a branding, so instead of creating a new brand for that identity, we are already clearly using cooperative society. Bringing all the cooperative societies in Gujarat under the branding of Amul, GC MMF is funny. The company has become the largest food products marketing agency in India but what you need to note here is that Varghese Korean was the central marketing and quality control for the cooperatives after discovering the technology of making milk powder and particularly the unity in this Amul business model is that 80% of their company’s income is the total amount. The milk goes to the farmers who supply it. This is called Anandya model. It works in three stages
The milk is collected directly from the farmers. In the second stage enough milk is sold to the local people and the remaining milk is sent to the district centers at the stage, this milk is processed and packaged in the district center, so the then Prime Minister of India, Lal Bahadur Shastri, who was very attracted to this Amul business model, made Verghese Correa the chairman of the National Dairy Development Board and implemented this Amul business model in all the states of India, this is called white revolution. Let’s see what major changes happened in our country due to this. Until 1956, India was a milk deficient country, which means that the milk produced in India was not enough for India. In addition, our country used to import more than 50 thousand tons of melica powder from abroad every year. It is said that due to Amul’s business model, by 1990, India not only produced enough milk but also produced extra milk and exported it to foreign countries and became the largest milk producing country in the world. Now let’s look at some of the marketing strategies that have made this company successful in 1966 Verghese Korean went to an agency called Silver Style for a good logo and tagline to represent the rapidly growing Amul brand, but the logo created by this agency to represent Amul is the same Amulkar that we have been seeing since our childhood, but how do they use this figure and market it Those who do it are those who make comments on every issue that attracts people nationally and internationally, so what happened to this, everyone in the country knows about it, so if they know about Amul Girl, then they also know about Amul Company. As a company this Amul Girl has created a Guinness record
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