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The brand name "Amul," from the Sanskrit "Amoolya," (meaning precious) was suggested by a quality

control expert in Anand, formed in 1946, is a dairy cooperative in India. It is a brand name managed by an

apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which

today is jointly owned by some 2.8 million milk producers in Gujarat, India.

AMUL is based in Anand, Gujarat and has been an example of a co-operative organization's success in

the long term. It is one of the best examples of co-operative achievement in the developing economy.

"Anyone who has seen the dairy cooperatives in the state of Gujarat, especially the highly successful one

known as AMUL, will naturally wonder what combination of influences and incentives is needed to

multiply such a model a thousand times over in developing regions everywhere." The c
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established itself as a uniquely appropriate model for rural development. Amul has spurred the White

Revolution of India, which has made India the largest producer of milk and milk products in the world. It is

also the world's biggest vegetarian cheese brand.


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Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of

US $1050 million (2006±07). Currently Unions making up GCMMF have 2.8 million producer members

with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas

markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few

South African countries. Its bid to enter Japanese market in 1994 did not succeed, but now it has fresh

plans entering the Japanese markets. Other potential markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognized as a key person behind the success

of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of

GCMMF.

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