Over the decades, Amul, one of our nation’s most popular products, has become India’s taste, just as its slogan says. Each Indian millennial has grown up listening to the commercials of its many milk products and the Amul girl, the logo of the brand in the polka-pointed dress, has become an icon of memories. Since its establishment in 1946, Amul has indeed come a long way.
The beginning of Amul India
Amul was established in Anand, Gujarat as part of a collaborative organization against Polson Dairy, which procured milk from regional Kaira District farmers at very low-interest rates and sold it to the then Mumbai Government. All profited from this business except the farmers. The farmers took their request to Sardar Patel, who had been promoting cooperatives for farmers since 1942. The result was the establishment of the Union of Co-operative Milk Producers in Kaira District Limited in Anand.
The union continued pasteurizing milk provided for the Bombay Milk Scheme by a bunch of farmers and grew to 432 farmers by the end of 1948. The rapid development led to problems that could not handle the Bombay Milk Scheme including overproduction. A plant was set up to turn all of the extra milk into products such as milk powder and butter to solve this issue.
How Amul India is born
The late Dr Verghese Kurien was the true inventor of Amul, publicly called the Milkman of India. His journey at Amul started in 1949 when he enrolled in Anand as a government employee to manage a dairy. He went from helping farmers fix machinery to revolutionizing India’s farming industry with the World’s leading dairy production plan, the White Revolution (or Operation Flood).
In October 1955, the year that also saw a breakthrough in dairy manufacturing, the new dairy with the milk processing facility was ready for project — buffalo milk was used to produce goods for the first time in the world. The word ‘Amul,’ derived from ‘Amulya,’ which in Sanskrit means ‘precious’ or ‘priceless,’ was used to market the Kaira Union’s range of milk products. It also contains an acronym for Anand Milk Union Ltd.
More than a mere slogan
Shri Kanon Krishna, of a Mumbai-based ad agency called Advertisement and Sales Promotion (ASP), developed the famous slogan of Amul, which is now part of its logo. The Taste of India slogan is, according to Amul, more than just big business placement or advertising jargon. This slogan gives meaning to the brand’s never-ending dedication to bringing quality food and goods to rural man, which it would otherwise not have been able to afford.
Amul Butter Girl
Amul didn’t always have the moppet with round eyes as his logo. The Butter Girl was born in 1966, when she was produced for her campaign by Sylvester daCunha, the then MD of the advertising agency managing Amul butter’s account. It was a good change from the bland, 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 Completely Amul’s Butter Girl always wins hearts everywhere she is, on a billboard or on a butter box.
Amul is not only a brand; it is also a movement that represents the economic independence of farmers. The name is now a household word that’s here to stay, and the chubby-cheeked girl Amul will keep casting a spell on the public.