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2. Group Members
Faizan Ashrafi 02
Uday Chaudhary 04
Mahesh Chawade 06
Aditya Deshpande 08
Manali Gandhi 10
3. Entrepreneur
Mr. Verghese Kurien
4. Mr. Verghese Kurien
Born 26 November 1921at Kozhikode Kerala
A.K.A Father of White Revolution in India
Bachelor of science (Physics) from Loyola College, Madras in
1941
BE (Mechanical) 7th rank from Madras University in 1944
Special studies in engineering from the TISCO at Jamshedpur
1946
Specialized training in dairy engineering at the National Dairy
Research Institute, Bangalore
MSc (Mechanical engineering) with specialization on dairy
engineering from Michigan State University in 1948
5. Entry at AMUL
Posted as a dairy engineer at a government creamery, Anand, in May
1949.
The same time Kaira District Co-operative Milk Producers' Union
(KDCMPUL) was fighting a battle with the Polson Dairy, which was
privately owned.
Fed up with the creamery, he helpedShriTribhuvandas Patel,
theChairmanof KDCMPUL, to set up a processing plant. This marked
the birth of AMUL.
6. He was the chairman of Gujarat Co-operative Milk Marketing
Federation Ltd. which is the apex organization managing
theAmulbrand.
From the White Revolution in 1966 Verghese Kuriens Amul experiment
in Gujarat soon blossomed into the much larger Operation Flood,
spread over 23 states, 170 districts and 90,000 village
cooperatives. It changed India from an importer to the world's
largest milk producer and exporter.
7. Changes brought about at AMUL
Tribhuvandas Patel organized the 200-odd milk producers of the
surrounding Kaira district into a cooperative for supplying milk to
the government-run Bombay Milk Scheme.
Kurien infused the new organization with his expertise in modern
technology, management, powerful marketing and branding strategies,
while preserving the cooperative spirit of the venture.
Skeptics had their doubts:
Could 'natives' handle sophisticated dairy equipment?
Could western-style milk products be processed from buffalo
milk?
Could a mere farmers' cooperative market butter and cheese to
sophisticated urban consumers?
8. The Amul team confounded the cynics by processing a variety of
high-grade dairy products, for the first time from buffalo milk,
and marketing them nationally against competition from corporate
rivals.
9. Operation Flood
Dr Kurien's major engagement was with Operation Flood, a successful
multipurpose programme that turned scarcity into surplus, popularly
known as the White Revolution.
Operation Flood ran under Kurien's leadership in three phases for
26 years, with three principal objectives:
Making dairying India's largest self-sustainable rural employment
programme
Bringing India close to self-sufficiency in milk production
Trebling the nation's milk production within a span of
two-and-a-half decades to make India the world's largest milk
producer
10. Hurdles Faced
The "milk lobby - the powerful dairy traders and local panchayat
and zilla politicians who controlled of the milk trade, which the
cooperative threatened. Kurien's cooperative venture was built on a
simple but compelling logic mass consumption and mass production
must go hand in hand to bring all round prosperity.
He led the producers in their struggle for command over the
resources they created, a struggle to obtain equitable returns and
a struggle for liberation from dependence on middlemen, a struggle
against exploitation. It was an impossible task, and at times he
faced threats to his life.
11. The result was the now famous Amul pattern evolved by
Kurien.
It became a global role model for dairying as an instrument of
rural development. In India the model has been extended to other
commodities like edible oil, fruits, vegetables and salt.
12. Today
13. No. of Producer Members: 2.79 million 14. No. of Village Societies: 13,328 15. Total Milk handling capacity:11.22 million litres per day