INTRODUCTION: Amul means “priceless” in Sanskrit. The brand name “Amul” Is derived from the Sanskrit word “Amoolya” and was suggested by a quality expert in Anand. Variants, all meaning priceless are found in several Indian language. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, amul Ghee, Amul Spray, Amul Cheese, Amul chocolates, Amul Shrikhand, Amul Ice cream, Nutranmul, Amul Milk and Amulya have made Amul a leading food brand in India. Turnover Rs. 18143 crores (US$3.0 billion) in 2013-14. Today Amul is a symbol of many things of high quality products sold at reasonable prices of the genesis of a vast co-operative network of the triumph of indigenous technology of the marketing savvy of a farmer’s organization, and of a proven model for dairy development.
The revaluation started as awareness may the farmers that grew and matured into a protest movement and determination to liberate them. Over four decades ago the life of a farmer in Kaira district was like that of his counterpart anywhere also in India.Private traders and middleman controlled the marketing and distribution of milk. As milk is perishable, farmers were compelled to sell it for what every they were offered. In this situation, the one who gained was the private traders. Gradually the realization downed on the farmers that the exploitation by the traders could be checker do only if they marketed their product themselves. To do this they need some sort of organization this realization is what led to the establishment of Kaira District Cooperative Milk producer Union Limited (Popularly known as Amul), which was formally registered on December 14, 1946.
The Kaira Union started Pasteurizing milk for the Bombay milk scheme in June 1948. An assured market proved a great incentive to milk producers of the district by the end of 1948, more than 400 farmers joined in more village societies and the quantity of milk handled by union increase from 250 to 5000 liters per day.