Bhanubhai Patel from Sandesar village of Gujarat’s Kheda district wakes up at 5 am every day, recites the morning prayers and heads to his cattle farm. He affectionately pats his cows before milking them. Then, with the milk carefully packed in steel canisters, he heads to the Sandesar Dairy Cooperative Society—an institution he helped build along with others in his village, and one that has played a key role in establishing one of India’s most trusted brands: Amul.
Managed and run by the Gujarat Cooperative Milk Marketing Federation (GCMMF), the Amul brand is owned by 18,536 village dairy cooperatives like the one in Sandesar and 3.6 million farmers from Gujarat. Coined in 1955 as an acronym for Anand Milk Union Limited, Amul is now the umbrella brand of over 50 different milk products, from the best-selling butter and cheese, to ice creams, chocolates, milk powder, yoghurt and sweets such as shrikhand and gulab jamun. These products find a place on every retailer’s shelf; moreover, GCMMF has also established around 9,000 Amul parlours (dedicated stores). .....Read more
Source web Page:ForbesindiaAMUL, Gujarat Cooperative Milk Marketing Federation (GCMMF)