Editorji is a popular short video news and information platform based in India. It was founded in 2018 by Vikram Chandra, one of India’s leading journalists, and has risen to prominence in the digital news space in a relatively short span of time. The platform is primarily designed for mobile devices, with applications available for Android and iOS.

ABOUT US:

about us editorji

Latest Video News: Editorji provides the latest news video headlines, latest videos clip from India and the World. Get all breaking news videos on Entertainment, Business, Coronavirus, Elections, Politics and more.

Latest Video News, Breaking News, Bollywood, Political, Sports, Business News | Editorji

+91 11 4035 6666 / info@editorji.com
3rd floor, Plot B, Khasara no 360, Sultanpur, New Delhi, Delhi 110030
<a title="mail to us" href="mailto:info@editorji.com">Send Feedback</a>
<a title="Contact Us" href="mailto:info@editorji.com">Contact Us</a>

REACH US

Contact for any questions, suggestions, comments, feedback or advertisement on Editorji.com, we are always looking forward to hearing from you.

Contact Us for Feedback, Suggestions and Advertising 

Editorji content is better experienced in our app.

In this video, we explore how Amul revolutionised India’s dairy industry, empowered farmers, and became a household name. From its humble beginnings in Gujarat to its status as a global dairy icon, learn what has shaped its incredible success story.

Amul’s Incredible Journey: From Grassroots Movement to Global Dairy Leader

In this video, we explore how Amul revolutionised India&rsquo;s dairy industry, empowered farmers, and became a household name. From its humble beginnings in Gujarat to its status as a global dairy icon, learn what has shaped its incredible success story.

Do you know, which is the largest milk producing nation in the world?&nbsp; It's not the United States, It's not China and it's not even Brazil. The right answer is, India! &nbsp;
But it wasn&rsquo;t always like that. Historically, India was a milk deficit nation. So, what changed? Well, the answer to that question lies in one of India&rsquo;s most iconic brands.&nbsp;  &nbsp; But the story of Amul goes way back to pre-independence days. Let's dive in!&nbsp;
You must have seen similar visuals of farmers protesting on multiple occasions. &nbsp;
Something similar happened in 1946 in Kaira, Gujarat, where farmers were at their wits' end.&nbsp;
At that time, Gujarat was part of the Bombay Presidency. &nbsp;
In 1945, the government launched the 'Bombay Milk Scheme' to improve milk supply and quality in Bombay. &nbsp;
They partnered with Polson, a private dairy, to collect and transport milk from Kaira. &nbsp;
But Polson's arbitrary pricing was pushing farmers to the brink.&nbsp;
Led by Tribhuvandas Patel, these farmers approached Sardar Vallabhbhai Patel. His advice? Form a cooperative to supply milk directly to the Bombay Milk Scheme. If rejected, go on strike. &nbsp;
Sardar Patel sent his deputy, Morarji Desai, to help the farmers.&nbsp; ent on a 15-day strike in 1946. &nbsp;
This led to the collapse of the Bombay Milk Scheme, forcing the British government to give in.&nbsp;
In the same year, Kaira District Co-operative Milk Producers' Union Limited was formed with initial milk collection of 250 litres per day. &nbsp;
By 1948 it saw a 20 times jump at 5,000 litres, with 432 farmers joining the cooperative.&nbsp;
While the cooperative was finding its footing, fate had another game-changing element in store. &nbsp;
Verghese Kurien, a 28-year-old mechanical engineer with a master's degree from Michigan State University, arrived in Kaira in May 1949. &nbsp;
He was there to set up a creamery as part of his government scholarship obligation.&nbsp;
Kurien met Tribhuvandas Patel and started helping fix dairy equipment. Initially planning to leave after his stint, Tribhuvandas persuaded him to stay. &nbsp;
By 1953, milk production was booming. Under Kurien's leadership, &nbsp;
the cooperative set up a plant to process milk powder and butter. &nbsp;
In 1955, Prime Minister Nehru inaugurated this plant - a world first in processing buffalo milk!&nbsp;
Now, it was time for a brand name&nbsp;
and 'Amul', derived from 'Amulya' or priceless, was chosen. It also stood for Anand Milk Union Limited.&nbsp;
In 1965, Prime Minister Lal Bahadur Shastri asked Kurien to replicate this model across India, &nbsp;
leading to the establishment of the National Dairy Development Board under Kurien's leadership.&nbsp;
As Amul grew, it brought on Sylvester daCunha, who created &nbsp;
the iconic Amul Girl - a cheeky response to rival Polson's butter-girl. &nbsp;
The Amul Girl became famous for her witty commentary on current events through topical ads.&nbsp;
With Kaira Union's success, more cooperatives formed across Gujarat. &nbsp;
To avoid competition, in 1973 they united as the Gujarat Cooperative Milk Marketing Federation. The Kaira Union's brand, Amul, was extended to the Federation. &nbsp;
Today, Amul is a dairy giant:&nbsp; - with collection across 18,600 villages&nbsp; - 3.6 million farmer members&nbsp; - It is the world's largest farmer-owned cooperative&nbsp; - and is among the top 20 global dairy brands&nbsp; - present in over 50 countries&nbsp; - Amul has also helped India achieve milk self-sufficiency&nbsp;
India's per capita milk availability now exceeds 450 grams per day, surpassing the global average of 322 grams.&nbsp;
From a small cooperative born out of struggle to a global brand, Amul truly embodies the taste of India's success.

amul india

Categories