AMUL Abbreviation

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What does AMUL mean?

AMUL is the short form for Anand Milk Union Limited. It is a renowned Indian dairy brand based in Anand, Gujarat. It was originally initiated in the form of a state government cooperative society in 1946. At the time of its formation, it was administered by the Gujarat Cooperative Milk Marketing Federation Limited. The organization is currently spread across over 13000 villages in Gujarat, controlling 13 milk unions and run by over 36 lakh milk producers in the state of Gujarat.

Naming of AMUL

AMUL is the short form for Anand Milk Union Limited. The name was introduced by Kaira Union for marketing purposes. It was proposed by Mr. Maganbhai Patel, the founding leader of Anand Agriculture College. It is a word derived from the Sanskrit language and means ‘precious’ or ‘priceless’.

History of AMUL

The cooperative society of Amul was established on 19th December 1946. This was done in response to the exploitation happening on the milk producers across the country by the agents and traders in smaller cities of India. Milk prices were decided arbitrarily and Polson was empowering an effective monopoly of collection and supply of milk from Kaira to Mumbai.

Sardar Vallabhbhai Patel was angered by these practices as the agitated farmers and producers approached them under the leadership of Tribhuvandas Patel. They were advised to form a cooperative society and further supply milk to the Bombay Milk Scheme directly instead of involving Polson. A protest by the milk farmers further led to the formation of a cooperative society and more of them were formed in every village since most farmers were marginal ones having low daily produce.

In 1964, the National Dairy Development Board was established for replicating the success of Kaira cooperatives in other parts of the country. Further, the involvement of Varghese Kurien and HM Dalaya led to great growth for Amul. Dalaya was responsible for producing skimmed milk powder from milk which served as the benchmark for technological advancement in the Indian dairy sector.

White Revolution

More unions were set up in different parts of the country and Amul spurred the White Revolution in the 1970s. The movement was meant for combining and expanding the milk market. For preventing any competition and conflicts among the societies, the Gujarat Cooperative Milk Marketing Federation was set up in 1973 and acted as the apex marketing body.

The White Revolution played a crucial role in the development of the Indian dairy sector, which in turn made India, the world’s largest producer of milk and milk products. For his contribution to the revolution, Mr. Varghese Kurien is also known as the ‘Father of the White Revolution’ and also the Milkman of India. He is credited with various awards such as Padma Shri, Padma Bhushan, Ramon Magsaysay Award, Krishi Ratna Award and many more.

Products by Amul

With the passage of time, Amul has grown exponentially and has increased its product range significantly. Currently, it has more than 25 product ranges in its portfolio with the most prominent ones being Amul milk, butter, ghee, spreads, cheese, paneer, ice cream, protein products, chocolates, milk powders, and cream, bakery products etc.

Popularity of Amul

Amul is one of the most renowned brands in the country. It is just like a household name for every family. For the urban population, Ultra-high Temperature products such as milk and cheese have been the biggest success. Records suggest that Amul sells approximately 4 – 5 lakh liters of UHT milk and other products. Reports also suggest that the number is expected to grow at about 25%.

These products are packaged in specialized tetra Pak cartons which undergo specialized treatments for killing the bacteria and retaining the nutritional value. Amul has now made global importance for itself as it has entered various foreign markets such as the USA, UAE, Bangladesh, Australia, China, Singapore and various other countries.

Advertising by Amul

Amul has been known for its marketing and advertising campaigns. The ad campaigns run by Amul in the 1970s, designed by Sylvester Da Cunha achieved the world record for being the longest-running ad campaign in the world. It has continuously been active in creating creative ad campaigns for the products. The most renowned was the Amul Butter Girl which recently celebrated 50 years of appearance in 2016.

Amul also launched the ‘Aagey Badhta hai India’ which was greeted with an excellent response by the audience since it signified the growth of the country and how milk products play a huge role in the growth. It also launched ads for victories by sportspeople such as PV Sindhu during the Tokyo Olympics.

Awards won by Amul

In its journey of 75+ years, Amul has recorded several major accolades such as the

• Rajiv Gandhi National Quality Award in 1999,
• Qimpro Gold Standard Award in 2003
• Amul Ice cream received the No.1 award at World Dairy Summit
• International Dairy Federation Award
• Green Globe Foundation Award
• AIMA High-Performance Branch Award in 2013
• Forbes India Leadership Award in 2015
• World Dairy Innovation award in 2018