Amul prompted India’s White Revolution and the brain behind this was Dr. Varghese Kurien, the milkman of India. He organized a system in which the farmers were directly connected to the market and consumers. This was achieved by eliminating the middlemen who stayed in business linking the both ends. The middlemen who used to obtain much of the money, leaving the farmers poor.
Kurien devised ‘Operation Flood’, one of the world’s biggest dairy development programme. It allowed the farmers to own their produce. It also ensured that the price of milk did not vary according to different seasons. The idea of farmers owning the brand created a sense of ownership and, in turn, responsibility for the product’s quality. Kurien’s efforts reaped success in Gujarat and his model was adopted across the country. Today, we have state federations running their own diary brands- Nandini in Karnataka, Verka in Punjab, Milma in Kerala, Saras in Rajasthan and Mahananda in Maharashtra.
Picture Credit : Google
