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Introduction

Amul is an Indian dairy cooperative, based at Anand in


the state of Gujarat
Formed in 1948, it is a brand managed by a cooperative
body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned
by 3.6 million milk producers in Gujarat.
Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk
products
ADD ON
• The establishment of Amul is known as White
Revolution.
• The White Revolution inspired the notable Indian film-
maker Shyam Benegal to base his film Manthan (1976)
on it. The film was financed by over five lakh (half a
million) rural farmers in Gujarat who contributed Rs 2
each to its budget. Upon its release, these farmers went in
truckloads to watch 'their' film, making it a commercial
success.Manthan was chosen for the 1977 National Film
Award for Best Feature Film in Hindi.
3 tier
• 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.

 Establishment of a direct linkage between milk producers and


consumers by eliminating middlemen

Milk Producers (farmers) control procurement, processing and
marketing

Professional management.
CSR

A company's sense of responsibility towards the


community and environment (both ecological and social)
in which it operates. Companies express this citizenship

• (1) through their waste and pollution reduction processes.


• (2) by contributing educational and social programs.
• (3) by earning adequate returns on the employed
resources
CSR OF AMUL
• In last ten years (2008 to 2017) the milk producers have
planted around 619.7 lakhs trees). The most striking feature of
these entire programmes was that it has been initiated by milk
producer members of the dairy cooperatives. The unique fact
about the programme was that the milk producer members
took up the oath to protect tree saplings till it survives and
grows into tree.
• The entire plantation activity was coordinated at all the
three tiers of Anand pattern - at village, district and state
level dairy cooperatives
• In this way, 18.9 lakh trees were planted on 15th August
2007.
• he Village Dairy Cooperative Societies of Gujarat as a
mark of respect for our nation decided to conduct such
event on every Independence Day and accepted 15th
August (Independence Day) as a "Green Revolution
Day by Afforestation to Protect Mother Earth from
Pollution, Climate change and Global Warming"..

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