INM MAGAZINE VOLUME 8 | FEBRUARY 2016
#Story Board
Diary of Amul's Dairy
Deepika S
PGDM I Year
Loyola Institute Of Business Administration
Prologue
Here is the story of a girl next door who is
perennially young, impish and lovable, wrapped with
polka dotted dress and blue buns. Over the years she has
captured the hearts of every Indian Household with her
cute looks and wits and positioned herself with an
emotional connect with the people. This brand was
given birth as a result of a revolution by the most
exploited segment of today's India- “farmers”.
Inside story
After toiling hours of labour on farm, the
farmer in Kaira district of Gujarat collects the produce
hoping it to sell at a reasonable price with the aim of
feeding his family. But what was awaiting him at the
market was a conniving middleman who fixes the
arbitrary price just because he was a monopoly. Poor
farmer, worried that the produce will perish quickly if he
waits for a fair wage, sells it to the middleman. This was
the trend which continued for years creating unrest
among the farmers as they felt they were exploited as
they couldn't sell the products directly.
Indomitable Spirit
There have been many dynamic people who have led
such protests in our history; one among them was
Tribhuvan Das Patel. He formed a co-operative of
farmers so that they could sell their produce directly
without the interference of middleman so that the
farmer can gain his fair price. To make any change
happen, some support is needed from the other end,
which was given by the then leaders in the government
who understood how the farmers were being exploited.
Co-operation offered for co-operative
Now, the co-operative formed was in a small
area covering only few villages which proved to be
fruitful. This co-operative was joined by none other than
Dr. Verghese Kurien who made the revolution happen. If
destiny had acted in favour of Kurien, we would not have
witnessed the “Operation Flood” as he was a passionate
engineer and physicist. Yes, I am narrating the story of
White revolution which was initiated by the success of
Amul and replicated the model throughout India by
NDDB. The monopolistic role was played by Polson
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