Amul – The face of real India

I love the way they satire on every current events.
And showcase it in a manner that is ought to bring smile on one’s face…
But it is not only their ads that make us smile.
It is also their product specialty that helps us stay strong.
A chubby girl with big eyes usually dressed in a polka dotted dress…
Often showing up on hoardings with a recognisable tagline Utterly Butterly Delicious Amul.
Thanks to late Eustace Fernandez for giving us someone like her,
Who has become the known face in every other Indian household…
The Amul Moppet or the Amul girl.
As the name suggest this brand is really priceless.
Going strong since last 64 years.
And serving millions of people across India.
What was started as Operation flood or the White revolution in the 70’s has really taken charge
-Thanks to Verghese Kurien-
And contributed in increasing India’s milk production by several million metric tonnes.
It has made India the world’s largest milk producing nation.
That’s the reason why World Bank says “This has been the most beneficial project funded by us anywhere in the world.”
The three tier business model of Amul benefits everyone from the farmers to the end users.
It is the second largest company in India after Railways which provide employment to so many people.
The Amul Pattern or the business model of Amul has inspired many similar projects in various Indian states.
Just like Amul is in Gujarat, Vijaya in Andra Pradesh; Verka in Punjab or a Nandini in Karnataka are some of the cooperative milk projects
That is benefiting millions of farmers every day in their respective states.
The success of Amul is not one of those which can be easily forgotten.
But it is one that will always remind us of a true “Swadeshi Movement”.