00:00 (upbeat music)
00:02 - Amul has completed 50 years in India.
00:11 PM Modi will attend the Silver Jubilee celebrations
00:14 of the Gujarat Cooperative Milk Marketing Federation,
00:17 the owner of Amul.
00:19 At one point of time or the other,
00:21 we've all grown up with Amul butter or milk for sure.
00:24 The famous Amul girl created in 1967 is family.
00:28 We all recognize her.
00:30 But as the brand grows 50 years old today,
00:33 do you remember the full form of Amul?
00:35 It is Anand Milk Union Limited.
00:40 From producing 250 liters of milk per day
00:42 since the time Amul was formed back in the mid 90s
00:46 to today, where Amul has over 36 lakh dairy farmers
00:50 and produces nearly 300 lakh liters of milk per day,
00:53 the brand has had a long journey.
00:56 The story goes way back in time.
00:58 In the 1940s, dairy farmers were worried.
01:01 The middlemen exploited their ways of profitable income
01:05 and a poor milk production system
01:06 made their living difficult.
01:08 Sribuvandas Patel and Varghese Kurian
01:11 identified these issues and helped in the formation
01:14 of the first milk union called
01:16 Kaira District Cooperative Milk Producers Union in 1946.
01:21 The cooperative model gave farmers direct ownership
01:23 of the dairy industry.
01:24 The union helped them process, market,
01:27 and sell milk and milk products
01:29 without the interruption of intermediaries.
01:32 And it was in 1955 that this union chose a brand name
01:36 for itself called Amul, which means priceless in Sanskrit.
01:41 And then in 1973, Amul Dairy along with 16 other
01:46 district cooperatives formed the Gujarat Cooperative
01:49 Milk Marketing Federation, which is now completed
01:52 50 years in India.
01:54 Amul also started India's white revolution
01:56 that made our country the world's biggest maker
01:59 of milk and milk products.
02:01 The brand follows an umbrella marketing technique
02:03 which has helped GCMMF prevent association clashes
02:07 and keep an open door for the patrons
02:10 to coordinate in creating items.
02:12 As per a report by Statista, the annual sales turnover
02:16 of Amul from 2011 to 2023 has consistently risen,
02:21 recording about 55,000 crore rupees of turnover
02:25 in 2022-2023 alone.
02:27 And did you know, Amul has also held a Guinness World Record
02:31 for having the longest continuous run
02:34 of any advertising campaign that has ever taken place
02:37 anywhere in the universe.
02:39 Amul Doodh Peeta Hai India and Utterly Butterly Delicious
02:42 will always strike a chord.
02:44 Let us know which famous advertising phrases
02:46 of Amul do you remember?
02:48 (upbeat music)
02:50 (dramatic music)
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