The journey of Utterly Butterly Delicious – Amul

The journey of Utterly Butterly Delicious

The beginning Amul was formed as part of a cooperative movement in Anand, Gujarat, against Polson Dairy, which procured milk from local Kaira District farmers at very low rates and sold it to the then Bombay government. Everyone had benefited from this trade except the farmers. The farmers took their petition to Sardar Patel, who had been promoting cooperatives for farmers since 1942. The result was the formation of the Kaira District Co-operative Milk Producers’ Union Limited in Anand. The union started pasteurising milk produced by a handful of farmers for the Bombay Milk Scheme and grew to 432 farmers by the end of 1948. The rapid growth led to problems including excess production that the Bombay Milk Scheme couldn’t accommodate. To solve this issue, a plant was set up to process all that extra milk into products such as milk powder and butter. Amul is born The late Dr Verghese Kurien, rightly called the Milkman of India, was Amul’s true architect. His journey at Amul began in 1949 when he arrived in Anand to manage a dairy as a government employee. He went from helping farmers repair machinery to revolutionizing India’s dairy industry with the White Revolution (or Operation Flood), the largest dairy development programme in the world. The new dairy with the milk processing plant was ready for operation in October 1955, the year that also saw a breakthrough in dairy technology —buffalo milk was processed to make products for the first time in the world. The word ‘Amul’, derived from ‘Amulya’, which means ‘precious’ or ‘priceless’ in Sanskrit, was used to market the range of milk products developed by the Kaira Union. It is also an acronym for Anand Milk Union Ltd. Dr Kurien had a vision. He wanted to offer small-scale dairy farmers quality-control units and centralised marketing, which were missing at the time in the dairy economy. 

Thus, the Gujarat Cooperative Milk Marketing Federation (GCMMF) was created in 1973 to market milk and all milk products produced by six district cooperative unions in Gujarat. GCMMF is the largest exporter of dairy products in India and Amul is the umbrella for all of its products. More than a mere slogan Amul’s famous slogan, which is now a part of its logo, was created in 1994 by Shri Kanon Krishna of a Mumbai-based advertising agency called Advertising and Sales Promotion (ASP). According to Amul, the Taste of India slogan is more than just corporate positioning or advertising jargon. This slogan lends meaning to the brand’s never-ending commitment to taking quality food and products to the rural man, which he otherwise couldn’t have afforded. The Butter Girl Amul did not always have the round-eyed moppet as its mascot. 

The Butter Girl was born in 1966, when she was produced for her campaign by Sylvester daCunha, the then MD of the advertising agency handling Amul butter’s account. This was a good change from the flat, corporate advertising the previous agency had put together. Being himself a professional marketer, Dr Kurien gave daCunha full creative freedom to develop and release the ads without the permission of the organization. Thirty years later the Utterly Butterly Girl always wins hearts everywhere she is, on a billboard or on a butter box.


 “Mero gaam kaatha parey” is an iconic song which comes from the heart of Gujarat. It was used in the 1980s movie Manthan by legendary filmmaker Shyam Benegal, a film that tells the story of revolution in milk production and trade that occurred in Gujarat during the 1970s and 1980s. Thus, the poem, a regional folk song basically about a woman’s desire to see her lover, has continued to become India’s song of the white revolution. More recently, it has been used by Amul, a leading dairy goods manufacturing corporation, as the theme song for their promotional campaign highlighting the image of milkmaids and farmers’ cooperative organisation. The campaign was memorable for its use of the song and the short narration that follows: “Every morning 17 lac women across 9,000 villages are now celebrating their economic freedom thanks to the cooperative movement called Amul, bringing in milk worth Rs.4 crores.”

The lyrics have been modified to suit Amul ‘s campaign theme and today those are the most memorable ones.   This version truly celebrates the men’s and, more importantly, women’s achievements behind the revolution. Gujarat people are considered to be very enterprising and that’s symbolized by this version of the song.


India is a developing country. Therefore, our focus is India Nevertheless, if there is a need to export to reach equilibrium in the domestic market, it would only be in consumer packs under Amul’s name, and that too, to appeal to India’s Taste.

For the financial year ending March 31 , 2020, the largest milk brand in Asia and the largest food goods marketing company in India with Rs 38,550 Crore. The revenue turnover was 17 per cent higher than the turnover of Rs 32,960 crore in the previous financial year. Amul says “ Our core job is to serve the consumers with best quality products at value-for-money price and thereby provide market access to milk producers, aiding in their overall development. In doing so, we have to continuously innovate and introduce products in the market, that meet the aspirational needs of the consumers.”


For the past 14 years, Managing Director BM Vyas has been the unassuming architect of a remarkable story at the helm of the country’s largest milk cooperative federation, namely the Gujarat Cooperative Milk Marketing Federation (GCMMF), best known as the organisation, behind Brand Amul. It was a Rs 600-crore milk marketing cooperative when he took over GCMMF ‘s reins. Today, by the end of the current fiscal it has risen tenfold to almost Rs 6,000 crore. During the past nine years, the Amul Federation has achieved a compound annual growth rate of more than 17.5 per cent due to higher milk procurement, market expansion, the launch of new products and the introduction of milk processing capacity across India, the company said in a statement on Monday.

“We have achieved volume sales growth in all product categories. Pouch milk, which is the highest turnover product, has shown good growth in almost all the markets,” managing director RS Sodhi said. Amul launched value-added products such as flavoured milk, chocolates, fruit-based Amul Tru, camel milk and an entire new kulfi range in the previous financial year. Amul Federation expects at least 20% CAGR growth during the next five years, chairman Ramsinh P Parmar said. “The mantra of rapid expansion has clearly yielded rich dividends for Amul Federation,” he added. 

Amul Federation vice president Jethabhai Bharwad said member unions expect to increase their milk-processing capacity to 38 million-40 million liters per day over the next two years from the current 35 million liters per day stage. Amul ‘s 18 member unions, with more than 3.6 million farmers in 18,700 Gujarat villages, provide an average of 23 million liters of milk a day, which is 10 per cent higher than last year. Aside from the Amul dairy product brand, the unions market food goods and feed for cattle. Close to 80% of the revenue goes to the farmers in the dairy cooperatives as the expense of the milk supply and bonus

Today, Amul is available in over 40 countries around the world today. We export a wide variety of goods. The major markets are the US, West Indies, African countries, the Gulf region and our neighbors in Saarc, Singapore , the Philippines, Thailand, Japan and China.

Do taste the simple home recipes of AMUL.


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