Amul has been ranked as the world’s strongest dairy brand by the Brand Finance Food and Drink Report 2023. The report evaluates and ranks the strongest and most valuable food, dairy, and non-alcoholic beverage brands.
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat. Founded in 1946, the brand is today managed by the Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) which is jointly owned by about 30 lakhs milk producers in the state.
Achievements of Amul:
- The report, conducted by UK-based Brand Finance ranks Amul as the strongest dairy brand globally.
- It is also the second strongest food brand worldwide, behind the renowned American chocolate brand, Hershey.
- The Amul brand has also been ranked amongst the top 30 most valuable food brands out of 5000 brands in the world.
- Amul is the only farmer-owned brand among the world’s top 100 brands.
- Amul has also secured the seventh spot on the list of the world’s most valuable dairy brands, with a valuation of $3 billion.
Amul and Amul model of Dairy development:
- Amul the co-operative was formed as a response to the exploitation of marginal milk producers by agents and traders of the existing dairy in Gujarat. In 1946 the farmers of the region went on strike to protest against the exploitation.
- Under the inspiration of Sardar Patel and guidance of leaders like Morarji Desai and Tribhuvandas Patel ,they formed their own co-operative .
- The cooperative was named as Kaira District Central Cooperative Milk Union Limited and is now also known as Amul Dairy.
- Tribhuvandas Patel was the founder of the cooperative and under the inspirational leadership of Dr. Verghese Kurien, has become one of the largest dairy cooperatives in the world .
- The Amul model has helped India to emerge as the largest milk producer in the world. More than 15 million milk producers contribute their milk in 144,500 dairy cooperative societies across the country. Their milk is processed in 184 district co-operative unions and marketed by 22 state Marketing Federations, ensuring a better life for millions.
- Inspired by the success of the Amul model the then Prime Minister Lal Bahadur Shastri set up the National Dairy Development Board (NDDB) in 1965.
- Dr. Verghese Kurien who is also known as the milkman of India was made the chairman of the NDDB.
Amul Model of Dairy Development:
The Amul model of dairy development is a three tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.