Amul Marketing

The inspiration behind a revolution I Over six decades ago the life of a farmer in Karri was very much like that of farmers anywhere else in India. His income was derived almost entirely from seasonal crops. Many poor farmers faced starvation during off-seasons. Their income from mulch buffaloes was undependable. The milk marketing system was controlled by contractors and middlemen. As milk is perishable, farmers were compelled to sell their milk for whatever they were offered. Often they had to sell cream and ghee at a throwaway price.

I I They were in general illiterate. But they could see that the system under which contractors could buy their produce at a low price and arrange to sell it at huge profits was Just not fair. This became more noticeable when the Government of Bombay started the Bombay Milk Scheme in 1945. Milk had to be transported 427 kilometers, from And to Bombay. This could be done only if milk was pastured in And. I After preliminary trials, the Government of Bombay entered into an agreement with Pollens Limited to supply milk from And to Bombay on a regular basis.

The arrangement was highly satisfactory to all concerned – except the farmers. The Government found it profitable; Pollens kept a good margin. Milk contractors took the biggest cut. No one had taken the trouble to fix the price of milk to be paid to the producers. Thus under the Bombay Milk Scheme the farmers of Karri District were no better off ever before. They were still at the mercy of milk contractors. They had to sell their milk at a price the contractors fixed. The discontent of the farmers grew. They went in deputation to Cards Patella, who had advocated farmers’ co-operatives as early as 1942. I I Cards Patella reiterated his advice that they should market heir milk through a co-operative society of their own. This co-operative should have its own bastardization plant. His advice was that the farmers should demand permission to set up such a co-operative. If their demand was rejected, they should refuse to sell their milk to middlemen. I Cards Patella pointed out that in undertaking such a strike there should be some losses to the farmers as they would not be able to sell their milk for some time. If they were prepared to put up with the loss, he was prepared to lead them.

The farmers’ deputation readily accepted his proposal. I I Maul Marketing By Sarasota I Cards then sent his trusted deputy, Mr.. Memorabilia Ideas, to Karri District to organize milk co-operative – and a milk strike if necessary. Mr.. Ideas held a meeting in Samara village on January 4, 1946. It was resolved that milk producers’ co- operative societies should be organized in each village of Karri District to collect milk from their member-farmers. All the milk societies would federate into a Union which would own milk processing facilities. The Government should undertake to buy milk from the Union.

If this wasn’t done, the farmers would refuse to sell milk to any milk annotator in Karri District. The Government turned down the demand. The farmers called a ‘milk strike’. It lasted 15 days. Not a drop of milk was sold to the milk merchants. No milk reached Bombay from And, and the Bombay Milk Scheme almost collapsed. After 1 5 days the milk commissioner of Bombay, an Englishman, and his deputy visited And, assessed the situation and accepted the farmers’ demand. I I This marked the beginning of the Karri District Co-operative Milk Producers’ Union Limited, And.

It was formally registered on December 14, 1946. Its objective as to provide proper marketing facilities for the milk producers of the district. The Union began bespattering milk in June 1948, for the Bombay Milk Scheme – Just a handful of farmers in two village co-operative societies producing about 250 liters a day. I I An assured market proved a great incentive to the milk producers in the district. By the end of 1948, 432 farmers had Joined village societies, and the quantity of milk handled by the Union had increased to 5000 liters a day.

In the early stages, rapid growth brought in its wake serious problems. Their solution revived the stimulus for further growth. For example, as the co-operative movement spread in the district, it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Union in winter, when buffaloes yielded an average of 2. 5 times their summer yield. Thus by 1953, the farmer-members had no regular market for the extra milk produced in winter. They were again forced to sell a large surplus at low rate to middlemen.

I The only remedy was to set up a plant to process the extra milk into products like butter and milk powder. The logic of this step was readily accepted by the Government of Bombay and the Government of India, except for a few doubting Thomas. The government of India helped the Union to get financial help from EUNICE and assistance from the Government of New Zealand under the Colombo Plan. Technical aid was provided by F. A. O. A RSI. 50 – lack factory to process milk powder and butter was blueprinted. Its foundation stone was laid by the then President of India the late Dry.

Regenerate Parkas on November 15, 1954. The project the then Prime Minister of India, declared it open. The new dairy provided a further fillip to the co-operative movement among milk producers. The union was thus enabled to organize more village co-operative societies and to handle more and more milk each year. This event also brought a breakthrough in dairy technology as the products were made processing buffalo milk for the first time in the world. Karri Union introduced the brand “Maul” for marketing its product range. The word “Maul” is derived from Sanskrit word ‘Amulet’ which means ‘priceless’ or precious’.

In the subsequent years Maul made cheese and baby food on a large commercial scale again processing buffalo milk creating a history in the world. I 964 was the turning point in the history of dairy development programmer in India. Late Sari Ala Buddha Shatter, the then Prime Minister of India who visited And on ass October for inauguration of Mall’s Cattle Feed Plant, having spent a night with farmers of Karri and experiencing the success wished and expressed to Mr. Current, then the General Manager of Maul that replicating Maul model through out our country will bring a great change in the socio-economic conditions of the people.

In order to bring this dream into reality, 1965 The National Dairy Development Board UNDO) was established at And and by 1969-70 UNDO came out with the dairy development programmer for India popularly known as “Operation Flood” or “White Revolution”. The Operation Flood programmer, even today, stands to be the largest dairy development programmer ever drawn in the world.

This saw Maul as model and this model is often referred in the history of White Revolution as “And Pattern”. Replication of “And Pattern” has helped India to emerge as the largest milk producing nation in the world. I Finance Dept. Chairman Managing Director General manager Ass. General manager production

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyStudyWriters
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Business and administrative studies
excellent work
Customer 452773, March 12th, 2023
Business and administrative studies
excellent paper
Customer 452773, March 3rd, 2023
Human Resources Management (HRM)
excellent job
Customer 452773, July 17th, 2023
English 101
IThank you
Customer 452631, April 6th, 2021
Don't really see any of sources I provided, but elsewise its great, thank you!
Customer 452697, May 8th, 2021
English 101
great summery in terms of the time given. it lacks a bit of clarity but otherwise perfect.
Customer 452747, June 9th, 2021
Thank you!!! I received my order in record timing.
Customer 452551, February 9th, 2021
Human Resources Management (HRM)
excellent, great job
Customer 452773, June 19th, 2023
Thank you!
Customer 452545, February 6th, 2021
Business and administrative studies
Customer 452773, February 23rd, 2023
Business and administrative studies
Customer 452773, February 23rd, 2023
Business and administrative studies
looks good thank you
Customer 452773, March 3rd, 2023
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes
Live ChatWhatsApp