Description
The cooperative sector is one of the well designed segments of Indian economy and has contributed significantly for the growth and development of SMEs in India. In the cooperative segment the growth of dairy cooperatives during the last three decades has been quite impressive.
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Role of Dairy Cooperatives in Inclusive Growth- A
Revolutionary Case of AMUL
Abstract
The cooperative sector is one of the well designed segments of Indian economy and has contributed
significantly for the growth and development of SMEs in India. In the cooperative segment the growth
of dairy cooperatives during the last three decades has been quite impressive. It plays a predominant
role in balancing the rural inequality by promoting growth in income, employment and social justice.
Dairy cooperatives have enabled India to achieve self-sufficiency in milk and dairy products. AMUL- a
pioneering and successful case of dairy cooperative, has changed the lives of poverty stricken farmers
through its Operation Flood Programme, which is one of the world?s largest rural development
programme. Considering the fact, this paper is an attempt to represent Amul as a revolutionary dairy
cooperative which has transformed the face of India?s Dairy Sector thereby contributing to social
inclusion. AMUL- the pioneering dairy with its innovative strategy has helped dairy cooperatives to
come together and make India the world?s largest producer of milk.
Keywords: Dairy cooperatives, Milk, Inclusive growth, Amul model
Author(s):
*Ms. Jayalaxmi Samal, Assistant Professor, Biju Pattnaik Institute of Information Technology &
Management Studies, Bhubaneswar, Odisha, (M): 07752086258, Email:
[email protected]
**Mr. Ajit Kumar Kar, Assistant Professor, Biju Pattnaik Institute of Information Technology &
Management Studies, Bhubaneswar, Odisha, (M): 09439039627, Email: [email protected]
1. Introduction:
“Cooperatives are model for Inclusive Growth”- Dr. D. Subbarao
Inclusive Growth refers both to the pace and pattern of growth, which are interlinked and must be
addressed together. Rapid pace of growth is unquestionably necessary for substantial poverty reduction,
but for this growth to be sustainable in the long run, it should be broad-based across sectors, and
inclusive of the large part of a country?s labor force. This "Inclusive and Equitable Growth” is the
biggest challenge of the nation at present and it is very important to ensure that all segments of the
people are part of this growth. To make the growth process more equitable and inclusive, the 12
th
Five
Year Plan (2012-2017) aimed at “faster, sustainable and more inclusive growth”. India is
predominantly an agricultural country and the contribution of national GDP from agriculture is only 16
to 17 percentage and involving around 55 to 58 per cent of population (National Cooperative Union of
India, 2012). In spite of this the rural mass of India is always being deprived of the basic necessities.
Hence, poverty, food security, unemployment, quality education, and lack of other basic infrastructures
are the common problems of rural India. Co-operative societies act as the catalyst to combat the above
said problem to a greater extent as they promote inclusion and social upliftment through their unique
approach towards business.
Co-operatives are significant economic players in a developing economy like India which in general
contribute to sustained economic growth and in particular assist to tackle rural poverty, expand poor
people?s access to financial services, provides opportunities for self determination and empowerment,
social cohesion and transformation to name a few . The growth of cooperatives in India has been
impressive and covers a wide array of activities including credit & banking, fertilizer, sugar, dairy,
marketing, consumer goods, handloom, handicraft, fisheries and housing. Among these the success of
dairy cooperative has made India the world?s largest milk producer. From a milk-deficit status in the
early 1960s, production has been increasing exponentially for the last two decades, growing from 56
million tons in 1991-92 to 127.9 in the year 2011-12. It is also expected that India?s milk production
will be equal to that of whole European Union by 2021 (National Dairy Development Board, 2012).
The whole credit for this goes to the dairy sector which is now the leading agricultural output in the
country. IMARC (International Market Analysis Research and Consulting) Group, one of the world?s
leading research and advisory firms, finds in its new report entitled “Indian Dairy Market Report &
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Forecasts 2012-2017” that driven by a strong growth in both urban and rural demand for milk products
in India is expected to surpass US$ 163 Billion by 2017. India has achieved this level by involving the
poor farmers and other people as producers, distributors and consumers. According to NDDB statistics,
twelve million Indian farmers (primarily small, marginal farmers and landless labourers) are engaged in
milk production, are organized in 122,500 village Dairy Cooperative Societies (DCS), supplying 23
million kilograms of milk per day, operate in more than 346 districts.
2. Objective of the Study
The prime objective of this study is to analyze the inclusive approach of AMUL to reach Bottom of
Pyramid thereby promoting social upliftment.
3. Methodology
The description of economic success of AMUL and its contribution to inclusive growth and social
upliftment are based on secondary data. The paper emphasis the role of Amul as a role model in
empowering and improving the social status of members of dairy cooperatives and hence data related
to Amul is collected from the official website of Amul and GCMMF.
4. Dairy Cooperatives of India
The Co-operative movement started in India in the last decade of the 19th Century with two objects in
view, i.e. to protect the farmers from the hands of the private money lenders and to improve their
economic condition. Madras province was the birth-place of this movement. With the setting up of an
Agricultural Co-operative Banks the movement took root in our land and slowly gained strength. The
golden era of Co-operative movement began after India had won freedom. Within two decades of
independence the membership of primary societies had increased four times while the share capital and
working capital increased 23 and 31 times respectively (Bandyopadhyay, 1996).
India is the world?s largest producer of dairy products by volume and has the world?s largest
dairy herd. The country accounts for more than 17% of world?s total milk production and is a
lso the world?s largest consumer of dairy products, consuming almost all of its own milk prod
uction (Global Agriculture Information Report, 2012).
Table 1: Key Statistics for India’s Dairy Industry
Annual Milk Production (2011-12) 127.9 Million Tonnes
Share of World Dairy Production (2011-12) 17%
Number of Milk Producers? Cooperative Unions
(2011-12)
177
Number of Village Dairy Cooperatives (2011-12) 1,48,965
Number of State Cooperative (2011-12) 15
Per Capita Consumption (Drinking milk) (2011-
12)
291 g/day
Dairy Industry Workforce (2011-12) 15 Million
(Source: National Dairy Development Board, Global Agriculture Information Report & Agricultural
and Processed Food Products Export Development Authority, 2012)
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Figure1: Milk Production in India (1991-2012)
(Source: National Dairy Development Board)
5. AMUL: A Role Model for Dairy Cooperatives
In 20
th
century cooperatives have played an important role in developing and developed countries.
However, in emerging economy like India, there are two major challenges that always stand as the
prime hurdle to have large scale cooperative business operations in dairy products. First, how to reach
the large population which is so well spread and which comprises mainly lower middle class with low
purchasing power. Second, how to procure milk form the members of the cooperative society (who are
not literate) so that the customers can be supplied with milk and milk products at affordable rates and at
the same time the members get reasonable returns. Innovative business model was needed to be
adopted in this market situation. The traditional business models mainly concentrating on profit
maximization which is not suitable to tackle this complex situation. AMUL (Anand Milk Union
Limited) in India successfully developed such model and was solely responsible for white revolution in
India.
5.1 Background
AMUL meant different things to different people. To a milk producer, it?s a life enriching experience;
to a consumer, it?s an assurance of having wholesome milk; to a mother, it?s a reliable source of
nourishment for her child and to the country, it?s a weapon for rural development and self reliance.
Amul derives its name from a Sanskrit word, Amoolya, which means “priceless”. It is the biggest dairy
cooperative in India, based in Anand, in the state of Gujarat. The establishment of Amul has back-
ground of long struggle and movements. It had its genesis in pre-independence India when the dairy
sector was dominated by private companies that exploited the poor farmers. In 1946, the milk
producers in the state of Gujarat, led by Sardar Vallabhai Patel, established the first cooperative society:
the Kaira District Cooperative Milk Producers? Union Limited (KDCMPUL) which was started with
just two village cooperative societies and 247 liters of milk and today its better known as Amul Dairy.
With the high degree of success of Amul, the then Prime Minister of India, Lal Bahadur Shastri
decided that the same approach should become the basis of a National Dairy Development policy. This
instance in 1965 the National Dairy Development Board was set up with the basic objective of
replicating the Amul model. Dr. Verghese Kurien was chosen to head the institution as its Chairman
and asked to replicate this model throughout the country. In 1973, the Gujarat Cooperative Milk
Marketing Federation (GCMMF) was established, an apex organization responsible for marketing the
milk and milk products of cooperative unions in the state of Gujarat.
Production
(Million Tonnes),
2011-12, 127.9
Per capita
Availability
(gms/day),
2011-12, 291
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Milk Production in India (1991-2012)
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AMUL at a glance
? Year of Establishment: 1946
? Location: Aanand, Gujarat
? Founder: Verghese Kurien
? Chairman: Shri Ramsinh Prabhatsinh Parmar
? Financier: Government
? Legal Structure: Dairy Cooperative
? Value Chain Approach: Relational chain, Producer-driven
? Number of Producer Members: 6,76,349
? Number of Village Dairy Cooperative Societies: 1195
? Total Milk Handling Capacity:14.5 Million liters per day
? Milk Collection (Daily Average): 1.7 Million liters
? Sales Turnover (2012-13): 28500 (?) Million
5.2 Objectives and Business Philosophy
The main stakeholder of AMUL is the farmer member for whose welfare it exists. AMUL aimed at
providing proper marketing facilities for the milk producers. Thus, AMUL?s business strategy is driven
by its twin objectives of
(i) Long-term, sustainable growth to its member farmers, and
(ii) Value proposition to a large customer base by providing milk and other dairy products a low
price.
Amul aimed at achieving the said objective by implementing the following techniques and procedures:
? Adopting most modern technologies and innovative ideas to strengthen the cooperative
principle.
? Strengthening the cooperation and unity with professional approach in order to face any
challenge ahead.
? By optimum utilization of our resources, reduce cost of production.
? Increase milk production, procurement and quality awareness at village level.
? Being consumer oriented and emphasize on quality.
5.3 The AMUL Model
The Amul Model was initiated with an aim to bring out a great change in the socio-economic
conditions of the people. In order to bring this dream into reality, 1965 The National Dairy
Development Board (NDDB) was established at Anand and by 1969-70 NDDB came out with the dairy
development programme for India popularly known as “Operation Flood” or “White Revolution”.
Operation Flood, a national-scale, federally sponsored intervention, is one of the world?s largest rural
development programme which has transformed the face of India?s Dairy industry. The Operation
Flood Programme, organizing dairy farmers' cooperatives in rural areas and linking them with urban
consumers created a strong network for procurement, processing, and distribution of milk over lakh
villages in rural India. Started with the three fold objectives of increasing milk production, augment
rural income and reasonable prices for consumers, this programme has been implemented in three
different phases by
the National Dairy Development Board designated by the Government of India. The
Operation Flood Programme
successfully ran for 26 years and eventually helped India to emerge as the world?s largest milk
producer.
Table 2: Operation Floods’ Geographic Coverage
Operation Flood Milk shed Districts Covered
Phase I (July 71- Mar 81) 39 39
Phase II (Apr 81- Mar 85) 97 161
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Phase III (Apr 85- Mar 96) 34 162
Total 170 362
(Source: National Dairy Development Board)
The Amul Model of dairy development is a three-tiered structure with the Dairy Co-operative Societies
(DCS) at the village level affiliated to a milk union at the District level which in turn is further
federated into a Milk Federation at the state level. The first tier- Village dairy cooperative society has
membership of milk producers of the village and is governed by an elected management committee
consisting of 9-12 elected representatives of the milk producers. The village society further appoints a
secretary and member secretary of the management committee for management of day to day
functions. A district dairy cooperative- the second tier has membership of village dairy societies of the
district and is governed by a board of Directors consisting of 9-18 elected representatives of the village
societies. It also appoints a professional MD for management of day to day function. Third tier is the
state level co-operative - the Gujarat Co-operative Milk Marketing Federation (GCMMF) responsible
for national and international marketing of milk and milk products produced and sold to it. The
GCMMF is managed by the board democratically elected by and from amongst the chairmen of the
district co-operatives.
The above three-tier structure was set up in order to delegate the various functions; milk collection is
done at the Village Dairy Societies, milk procurement & processing at the District Milk Union, and
milk & milk product marketing at the State Milk Federation. This helps in eliminating not only internal
competition but also ensuring that economies of scale are achieved.
Fig 2: The Amul Model
Source: www.amul.com
The unique feature of Amul model is its professional management. In the case with other dairy
cooperatives the Managing Director/ Chairman of the federation which is apex body is an IAS on
deputation (Prasad & Satsangi, 2013). For instance in Bihar the popular Sudha diary, in Andhra
Pradesh Vijaya diary, in West Bengal Benmilk dairy and in Odisha Omfed have an IAS as the
Chairman/ Managing Director. As he is not in one federation permanently that does not give him the
feeling of ownership which is very essential for a co-operative to be successful. Where as in the case of
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Amul the Chairman is an agriculturist/ farmer by profession and the Managing Director is appointed by
the board of directors which is comprises of the farmers members who come from the respective
societies. So, at each level the decision making lies in the hands of the producers only, which give them
a feeling of ownership.
5.4 Economic impact of AMUL in rural development
The rural India represents 68 percent of India?s population with the total rural population of
845,151,713 (World Bank Report, 2012). As per the UNDP report currently India?s poverty rate is
32.7% and per capita income is $1,330. We cannot dream for a poverty free nation without thinking
about the rural segment. Mahatma Gandhi had repeatedly asserted that the „real India? lives in its
villages. He stressed emphatically on leveraging the „cooperative form of organization as an effective
instrument of rural development. Dairy cooperatives across India are prime example of cooperatives
which have promoted and sustained rural development. Amul Pattern of dairy cooperatives has
contributed immensely to the fact that India has progressed from a milk-deficit country to emerge as
the largest milk-producing nation in the world. In the process, they have generated millions of days of
employment for the rural poor and improved their socio-economic condition.
5.4.1 Dairying a tool for poverty alleviation
Amul in its continued endeavor to improve the socio-economic conditions of rural people extended its
expertise in implementation of the Swarnjayanti Gram Swarozgar Yojana (SGSY) of The Government
of India (Ministry of Rural Development) on their Special Project on “Improving Socio-economic
Conditions of BPL Families of Kheda District through Animal Husbandry and Dairying” The
Swarnjayanti Gram Swarozagar Yojana, a holistic self-employment programme for the rural poor of
India started with the basic objective to bring below poverty line families above poverty line by
providing them in generating assets to become self-employed. Amul has covered under this programme
more than 8,755 beneficiaries and these beneficiaries were then given membership of dairy co-
operatives in order to bring these poor households into mainstream economy by transforming dairying
into active income-generation enterprises. As part of this programme 12,647 women and men were
trained in dairy husbandry in addition to construction of number of cattle sheds, development of green
fodder plots, distribution of chaff cutters and stainless steel cans. Further, it facilitates loan
disbursement from banks to the needy by acting as a guaranteer on behalf of the farmers for the loan
repayment.
5.4.2 Market access to rural produce
Before Amul, Polson dairy was the only dairy in Anand which used to control the marketing and
distribution system of milk. As milk is perishable, milk producers were compelled to sell milk at a very
low price to these middlemen. Patel?s vision of organizing the farmers to enable them to gain control
over procurement, processing and marketing while eliminating the middlemen was successful by the
Amul model. This model directly linked the farmers with the final customer. There are no middlemen;
the cooperative collects the milk directly at the producers? doorsteps.
Figure 3: AMUL Value Chain
5.4.3 Incentive pricing
The Anand Pattern succeeded because it gave a fair price to the farmer and high - quality milk and milk
products to the consumer. What would have been middlemen?s profits in the earlier system got
absorbed into development projects for primary producer or lower cost for the consumer. Operation
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Flood Programme by Amul links milk producers throughout India with consumers in over 700 towns
and cities, reducing seasonal and regional price variations while ensuring that the producer gets fair
market prices in a transparent manner on a regular basis.
5.4.4 Promoting employment
Cooperative dairying on the Amul Pattern forms a source of assured employment and a sustainable
basis of competitive advantage for India. Although Operation Flood was not designed to eradicate the
problems of poverty and unemployment, it is true that millions of landless, marginal, and small farmers
who were engaged in milk production benefited greatly from the increased income and employment
opportunities generated by Operation Flood Programme. Presently Amul is providing employment
opportunity to millions of people both directly and indirectly in rural and urban areas. Amul has created
white-collar jobs too.
5.4.5 Health and sanitation for all
Amul not only make its producer members? financially self sufficient but also take care of their health
and provide sanitation to all. One of the most successful Integrated Rural Health & Development
Programme of Amul is Tribhuvandas Foundation. It fulfills the basic health care needs of the villages.
Apart from providing primary treatment for various common ailments, the Foundation is also actively
involved in promoting preventive health practices. Tribhuvandas Foundation has become one of Asia?s
largest community healthcare service providers covering more than 700 villages. It also provides
continuous training and retraining to Village Health Workers who are chosen from villages with the
help of the Dairy Co-operative Societies
Amul Dairy has launched a novel scheme for total rural sanitation and set a target for itself whereby
not a single milk producer will attend to nature?s call in the open. The Dairy with the support of
District Rural Development Agency (DRDA) will provide interest free loans to its milk producers in
Anand and Kheda districts to set up „pucca? toilet blocks. „In five years time, dairy wishes to achieve
the target of providing 100 per cent toilet facilities in all villages where Amul has a milk society. Amul
has prepared a model low-cost toilet block that cost ?11,500 per unit. DRDA support this initiative
through subsidy ranging between ?4500-?4600 for BPL/ APL families and it also provide interest free
loan refundable in 5 years? time.
5.4.6 Strengthening education in villages
Amul?s vision is to see educated, talented and strong youth in a developed India. To achieve the said
vision, Amul introduced scholarship schemes in 1992 to encourage outstanding children of farmers in
pursuing higher studies. This effort has motivated greatly children to excel in their studies and spread
education in rural areas. Some other similar programmes introduced by Amul to promote education are;
Amul Schloar Felicitation Programme, Amul Vidya Shree for state wise 10
th
toppers and Vidya
Bhushan for state wise 12
th
toppers. Vidya Bhushan is India?s first of its kind award that recognizes and
rewards brilliant minds of India.
5.4.7 Training for all
Since its inception, Amul believes the development of the institution lies in the development of the
people – producer members. Thus, it organizes various training programmes based on the need of the
farmers and village society. Few of the successful programmes of Amul includes; VMS (Vision,
Mission & Strategy) Workshop, Milk Day Celebration, Amul Darshan, Management Development
Programme, Zonal Meeting, Village Group Discussion, Awareness and Refreshers Training, Dairymen
Training, Development Review and Self managing Leadership Programme . The GCMMF hires and
trains people to take advantage over its competitors. It has developed in-house modules for training and
competence building to improve and upgrade of their knowledge; communication skills to understand
the customer, be responsive to customer requirements, and communicate clearly for trouble shooting of
problems. In order to strengthen knowledge and skill base of young girls and women of the villages
about milk production management, Amul along with technical collaboration and resources of Anand
Agriculture University, has initiated "Mahila Pashupalan Talim Karyakram"; for women resource
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persons of the Member Unions and in the year 2011, 418 women resource persons have been trained
under this programme. The prime objective of these training programmes is to bring together all the
members of cooperative to work collectively in order to strengthen the cooperative through continuous
improvement which in return would improve the income and quality of life of the farmers. Apart from
this, Amul also carry out Cooperative Development Programmes in order to chase its target of
producing 25 lakh litres of pure and quality milk per day.
To improve the socio-economic conditions and livelihood of dairy-farmers, Amul has come up with
various schemes to increase cattle holding per farmers thereby their income. Further, dairy
demonstration farm has been set up to demonstrate scientific method of farming.
5.4.8 Corporate Social Responsibility
In the last five years (2007-2011) the milk producers have planted around 311.98 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 sapling till it survives and grow into tree. The programme which was
initiated with a novel idea for giving back to nature was a huge success as the entire plantation activity
was coordinated at all the three tiers of Anand pattern. This effort to provide green cover to the earth
was also acknowledged when the state level apex body of Gujarat Dairy Cooperatives- GCMMF
received four successive prestigious “SRISHTI?s G-Cube Award”- 2007, 2008, 2009 and 2010 for
Good Green Governance in the “Service Category”. Further, “Amul Green” movement has also been
awarded by International Dairy Federation for best environment initiative in the “sustainability
category” during the 4
th
Global Dairy Conference held at Salzbugr Congress Center, Austria on 28
th
Aril, 2010.
GCMMF had formed a specific organization named “Amul Relief Trust” (ART) under the
Chairmanship of Dr. V. Kurien in 2001 with a donation of ? 50 Million and reconstructed school
buildings damaged in the 2001 earthquake in Kutch area.
Amul in association with the Indian Red Cross Society aim to inspire, encourage and initiate
humanitarian services to minimize, alleviate and prevent human suffering at all times to contribute for
“Humanity to Peace”. Towards this objective Amul initiated blood donation campaign since 1987.
Blood donation camps are organized regularly in rural areas through Village Dairy Co-operative
Societies. Similarly camps are organized in Amul Dairy Campus wherein employees and their family
members join in donating blood.
5.5 Conclusion
Globalization and Liberalization are the mantras of the new economy today, which is now on the fast
track. Industrial production is rapidly moving forward. The dairy industry is no exception. Still a lot
more need to be done in order to strengthen the sector so that it can further contribute to a greater
extent to transform the socio-economic landscape of rural India. After analyzing the role of Amul as a
change agent which is playing a prime role in renovating the life of rural mass, there is no doubt that
Amul can be an instrument for national development. Still it will not be sufficient for dairy
cooperatives to enjoy outstanding success without integrating the state level cooperatives and for this
the support of the government is highly desirable. We need to ensure that we continue to inspire other
dairy cooperatives by strengthening them at the grass root level, which will enable them to play a lead
role in socio-economic upliftment of their respective regions. All the cooperatives of our nation need
to work as a collective whole in order to promote inclusive growth which will propel Indian economy
and society to occupy centre stage in the global scenario.
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References
1. Agricultural and Processed Food Products Export Development Authority (APEDA)
Product Group Report/ Countrywise (2012). Retrieved 15
th
July 2013, fromhttp://agriexchange.apeda.gov.in/indexp/Product_description_32head.aspx?gcode=0404
2. Anand Milk Union Limited, www.amul.com as accessed on 15
th
July 2013.
3. Bandyopadhyay, Monab (1996), “Dairy Co-operative and Rural Development* (With
Special Reference to Comparative Study Between the Kaira District Co-operative Milk
Producers? Union Limited and the Himalayan Co-operative Milk Producers? Union
Limited)”, Finance India, Vol. 10, No 2, pp: 406-411
4. Global Agriculture Information Report (2012). Retrieved 15
th
July 2013, fromhttp://www.thefarmsite.com/reports/contents/inddoct12.pdf
5. Gujarat Cooperative Milk Marketing Federation, www.amuldairy.com as accessed on 15
th
July 2013.
6. Indian Dairy Market Report & Forecasts 2012-2017, IMARC Group. Retrieved 14
th
July
2013, fromhttp://www.imarcgroup.com/dairy-industry-in-india/
7. National Cooperative Union of India, www.ncui.coop as accessed on 15
th
July 2013.
8. National Dairy Development Board (2012). National Statistics. Retrieved 15
th
July
2013, fromhttp://www.nddb.org/English/Statistics/Pages/Milk-Production.aspx
9. Prasad, Ruchira & Satsangi (2013), “A case study of Amul cooperative in India in
relation to organizational design and operational efficiency”, International Journal of
Scientific & Engineering Research, Vol. 4, No. 2
10. UNDP,http://hdrstats.undp.org/en/countries/profiles/IND.html as accessed on 16
th
July
2013.
11. World Bank Report, 2012 Retrieved 20
th
July 2013 fromhttp://data.worldbank.org/topic/agriculture-and-rural-development
doc_144462589.pdf
The cooperative sector is one of the well designed segments of Indian economy and has contributed significantly for the growth and development of SMEs in India. In the cooperative segment the growth of dairy cooperatives during the last three decades has been quite impressive.
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19
Role of Dairy Cooperatives in Inclusive Growth- A
Revolutionary Case of AMUL
Abstract
The cooperative sector is one of the well designed segments of Indian economy and has contributed
significantly for the growth and development of SMEs in India. In the cooperative segment the growth
of dairy cooperatives during the last three decades has been quite impressive. It plays a predominant
role in balancing the rural inequality by promoting growth in income, employment and social justice.
Dairy cooperatives have enabled India to achieve self-sufficiency in milk and dairy products. AMUL- a
pioneering and successful case of dairy cooperative, has changed the lives of poverty stricken farmers
through its Operation Flood Programme, which is one of the world?s largest rural development
programme. Considering the fact, this paper is an attempt to represent Amul as a revolutionary dairy
cooperative which has transformed the face of India?s Dairy Sector thereby contributing to social
inclusion. AMUL- the pioneering dairy with its innovative strategy has helped dairy cooperatives to
come together and make India the world?s largest producer of milk.
Keywords: Dairy cooperatives, Milk, Inclusive growth, Amul model
Author(s):
*Ms. Jayalaxmi Samal, Assistant Professor, Biju Pattnaik Institute of Information Technology &
Management Studies, Bhubaneswar, Odisha, (M): 07752086258, Email:
[email protected]
**Mr. Ajit Kumar Kar, Assistant Professor, Biju Pattnaik Institute of Information Technology &
Management Studies, Bhubaneswar, Odisha, (M): 09439039627, Email: [email protected]
1. Introduction:
“Cooperatives are model for Inclusive Growth”- Dr. D. Subbarao
Inclusive Growth refers both to the pace and pattern of growth, which are interlinked and must be
addressed together. Rapid pace of growth is unquestionably necessary for substantial poverty reduction,
but for this growth to be sustainable in the long run, it should be broad-based across sectors, and
inclusive of the large part of a country?s labor force. This "Inclusive and Equitable Growth” is the
biggest challenge of the nation at present and it is very important to ensure that all segments of the
people are part of this growth. To make the growth process more equitable and inclusive, the 12
th
Five
Year Plan (2012-2017) aimed at “faster, sustainable and more inclusive growth”. India is
predominantly an agricultural country and the contribution of national GDP from agriculture is only 16
to 17 percentage and involving around 55 to 58 per cent of population (National Cooperative Union of
India, 2012). In spite of this the rural mass of India is always being deprived of the basic necessities.
Hence, poverty, food security, unemployment, quality education, and lack of other basic infrastructures
are the common problems of rural India. Co-operative societies act as the catalyst to combat the above
said problem to a greater extent as they promote inclusion and social upliftment through their unique
approach towards business.
Co-operatives are significant economic players in a developing economy like India which in general
contribute to sustained economic growth and in particular assist to tackle rural poverty, expand poor
people?s access to financial services, provides opportunities for self determination and empowerment,
social cohesion and transformation to name a few . The growth of cooperatives in India has been
impressive and covers a wide array of activities including credit & banking, fertilizer, sugar, dairy,
marketing, consumer goods, handloom, handicraft, fisheries and housing. Among these the success of
dairy cooperative has made India the world?s largest milk producer. From a milk-deficit status in the
early 1960s, production has been increasing exponentially for the last two decades, growing from 56
million tons in 1991-92 to 127.9 in the year 2011-12. It is also expected that India?s milk production
will be equal to that of whole European Union by 2021 (National Dairy Development Board, 2012).
The whole credit for this goes to the dairy sector which is now the leading agricultural output in the
country. IMARC (International Market Analysis Research and Consulting) Group, one of the world?s
leading research and advisory firms, finds in its new report entitled “Indian Dairy Market Report &
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Forecasts 2012-2017” that driven by a strong growth in both urban and rural demand for milk products
in India is expected to surpass US$ 163 Billion by 2017. India has achieved this level by involving the
poor farmers and other people as producers, distributors and consumers. According to NDDB statistics,
twelve million Indian farmers (primarily small, marginal farmers and landless labourers) are engaged in
milk production, are organized in 122,500 village Dairy Cooperative Societies (DCS), supplying 23
million kilograms of milk per day, operate in more than 346 districts.
2. Objective of the Study
The prime objective of this study is to analyze the inclusive approach of AMUL to reach Bottom of
Pyramid thereby promoting social upliftment.
3. Methodology
The description of economic success of AMUL and its contribution to inclusive growth and social
upliftment are based on secondary data. The paper emphasis the role of Amul as a role model in
empowering and improving the social status of members of dairy cooperatives and hence data related
to Amul is collected from the official website of Amul and GCMMF.
4. Dairy Cooperatives of India
The Co-operative movement started in India in the last decade of the 19th Century with two objects in
view, i.e. to protect the farmers from the hands of the private money lenders and to improve their
economic condition. Madras province was the birth-place of this movement. With the setting up of an
Agricultural Co-operative Banks the movement took root in our land and slowly gained strength. The
golden era of Co-operative movement began after India had won freedom. Within two decades of
independence the membership of primary societies had increased four times while the share capital and
working capital increased 23 and 31 times respectively (Bandyopadhyay, 1996).
India is the world?s largest producer of dairy products by volume and has the world?s largest
dairy herd. The country accounts for more than 17% of world?s total milk production and is a
lso the world?s largest consumer of dairy products, consuming almost all of its own milk prod
uction (Global Agriculture Information Report, 2012).
Table 1: Key Statistics for India’s Dairy Industry
Annual Milk Production (2011-12) 127.9 Million Tonnes
Share of World Dairy Production (2011-12) 17%
Number of Milk Producers? Cooperative Unions
(2011-12)
177
Number of Village Dairy Cooperatives (2011-12) 1,48,965
Number of State Cooperative (2011-12) 15
Per Capita Consumption (Drinking milk) (2011-
12)
291 g/day
Dairy Industry Workforce (2011-12) 15 Million
(Source: National Dairy Development Board, Global Agriculture Information Report & Agricultural
and Processed Food Products Export Development Authority, 2012)
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Figure1: Milk Production in India (1991-2012)
(Source: National Dairy Development Board)
5. AMUL: A Role Model for Dairy Cooperatives
In 20
th
century cooperatives have played an important role in developing and developed countries.
However, in emerging economy like India, there are two major challenges that always stand as the
prime hurdle to have large scale cooperative business operations in dairy products. First, how to reach
the large population which is so well spread and which comprises mainly lower middle class with low
purchasing power. Second, how to procure milk form the members of the cooperative society (who are
not literate) so that the customers can be supplied with milk and milk products at affordable rates and at
the same time the members get reasonable returns. Innovative business model was needed to be
adopted in this market situation. The traditional business models mainly concentrating on profit
maximization which is not suitable to tackle this complex situation. AMUL (Anand Milk Union
Limited) in India successfully developed such model and was solely responsible for white revolution in
India.
5.1 Background
AMUL meant different things to different people. To a milk producer, it?s a life enriching experience;
to a consumer, it?s an assurance of having wholesome milk; to a mother, it?s a reliable source of
nourishment for her child and to the country, it?s a weapon for rural development and self reliance.
Amul derives its name from a Sanskrit word, Amoolya, which means “priceless”. It is the biggest dairy
cooperative in India, based in Anand, in the state of Gujarat. The establishment of Amul has back-
ground of long struggle and movements. It had its genesis in pre-independence India when the dairy
sector was dominated by private companies that exploited the poor farmers. In 1946, the milk
producers in the state of Gujarat, led by Sardar Vallabhai Patel, established the first cooperative society:
the Kaira District Cooperative Milk Producers? Union Limited (KDCMPUL) which was started with
just two village cooperative societies and 247 liters of milk and today its better known as Amul Dairy.
With the high degree of success of Amul, the then Prime Minister of India, Lal Bahadur Shastri
decided that the same approach should become the basis of a National Dairy Development policy. This
instance in 1965 the National Dairy Development Board was set up with the basic objective of
replicating the Amul model. Dr. Verghese Kurien was chosen to head the institution as its Chairman
and asked to replicate this model throughout the country. In 1973, the Gujarat Cooperative Milk
Marketing Federation (GCMMF) was established, an apex organization responsible for marketing the
milk and milk products of cooperative unions in the state of Gujarat.
Production
(Million Tonnes),
2011-12, 127.9
Per capita
Availability
(gms/day),
2011-12, 291
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Milk Production in India (1991-2012)
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AMUL at a glance
? Year of Establishment: 1946
? Location: Aanand, Gujarat
? Founder: Verghese Kurien
? Chairman: Shri Ramsinh Prabhatsinh Parmar
? Financier: Government
? Legal Structure: Dairy Cooperative
? Value Chain Approach: Relational chain, Producer-driven
? Number of Producer Members: 6,76,349
? Number of Village Dairy Cooperative Societies: 1195
? Total Milk Handling Capacity:14.5 Million liters per day
? Milk Collection (Daily Average): 1.7 Million liters
? Sales Turnover (2012-13): 28500 (?) Million
5.2 Objectives and Business Philosophy
The main stakeholder of AMUL is the farmer member for whose welfare it exists. AMUL aimed at
providing proper marketing facilities for the milk producers. Thus, AMUL?s business strategy is driven
by its twin objectives of
(i) Long-term, sustainable growth to its member farmers, and
(ii) Value proposition to a large customer base by providing milk and other dairy products a low
price.
Amul aimed at achieving the said objective by implementing the following techniques and procedures:
? Adopting most modern technologies and innovative ideas to strengthen the cooperative
principle.
? Strengthening the cooperation and unity with professional approach in order to face any
challenge ahead.
? By optimum utilization of our resources, reduce cost of production.
? Increase milk production, procurement and quality awareness at village level.
? Being consumer oriented and emphasize on quality.
5.3 The AMUL Model
The Amul Model was initiated with an aim to bring out a great change in the socio-economic
conditions of the people. In order to bring this dream into reality, 1965 The National Dairy
Development Board (NDDB) was established at Anand and by 1969-70 NDDB came out with the dairy
development programme for India popularly known as “Operation Flood” or “White Revolution”.
Operation Flood, a national-scale, federally sponsored intervention, is one of the world?s largest rural
development programme which has transformed the face of India?s Dairy industry. The Operation
Flood Programme, organizing dairy farmers' cooperatives in rural areas and linking them with urban
consumers created a strong network for procurement, processing, and distribution of milk over lakh
villages in rural India. Started with the three fold objectives of increasing milk production, augment
rural income and reasonable prices for consumers, this programme has been implemented in three
different phases by
the National Dairy Development Board designated by the Government of India. The
Operation Flood Programme
successfully ran for 26 years and eventually helped India to emerge as the world?s largest milk
producer.
Table 2: Operation Floods’ Geographic Coverage
Operation Flood Milk shed Districts Covered
Phase I (July 71- Mar 81) 39 39
Phase II (Apr 81- Mar 85) 97 161
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Phase III (Apr 85- Mar 96) 34 162
Total 170 362
(Source: National Dairy Development Board)
The Amul Model of dairy development is a three-tiered structure with the Dairy Co-operative Societies
(DCS) at the village level affiliated to a milk union at the District level which in turn is further
federated into a Milk Federation at the state level. The first tier- Village dairy cooperative society has
membership of milk producers of the village and is governed by an elected management committee
consisting of 9-12 elected representatives of the milk producers. The village society further appoints a
secretary and member secretary of the management committee for management of day to day
functions. A district dairy cooperative- the second tier has membership of village dairy societies of the
district and is governed by a board of Directors consisting of 9-18 elected representatives of the village
societies. It also appoints a professional MD for management of day to day function. Third tier is the
state level co-operative - the Gujarat Co-operative Milk Marketing Federation (GCMMF) responsible
for national and international marketing of milk and milk products produced and sold to it. The
GCMMF is managed by the board democratically elected by and from amongst the chairmen of the
district co-operatives.
The above three-tier structure was set up in order to delegate the various functions; milk collection is
done at the Village Dairy Societies, milk procurement & processing at the District Milk Union, and
milk & milk product marketing at the State Milk Federation. This helps in eliminating not only internal
competition but also ensuring that economies of scale are achieved.
Fig 2: The Amul Model
Source: www.amul.com
The unique feature of Amul model is its professional management. In the case with other dairy
cooperatives the Managing Director/ Chairman of the federation which is apex body is an IAS on
deputation (Prasad & Satsangi, 2013). For instance in Bihar the popular Sudha diary, in Andhra
Pradesh Vijaya diary, in West Bengal Benmilk dairy and in Odisha Omfed have an IAS as the
Chairman/ Managing Director. As he is not in one federation permanently that does not give him the
feeling of ownership which is very essential for a co-operative to be successful. Where as in the case of
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Amul the Chairman is an agriculturist/ farmer by profession and the Managing Director is appointed by
the board of directors which is comprises of the farmers members who come from the respective
societies. So, at each level the decision making lies in the hands of the producers only, which give them
a feeling of ownership.
5.4 Economic impact of AMUL in rural development
The rural India represents 68 percent of India?s population with the total rural population of
845,151,713 (World Bank Report, 2012). As per the UNDP report currently India?s poverty rate is
32.7% and per capita income is $1,330. We cannot dream for a poverty free nation without thinking
about the rural segment. Mahatma Gandhi had repeatedly asserted that the „real India? lives in its
villages. He stressed emphatically on leveraging the „cooperative form of organization as an effective
instrument of rural development. Dairy cooperatives across India are prime example of cooperatives
which have promoted and sustained rural development. Amul Pattern of dairy cooperatives has
contributed immensely to the fact that India has progressed from a milk-deficit country to emerge as
the largest milk-producing nation in the world. In the process, they have generated millions of days of
employment for the rural poor and improved their socio-economic condition.
5.4.1 Dairying a tool for poverty alleviation
Amul in its continued endeavor to improve the socio-economic conditions of rural people extended its
expertise in implementation of the Swarnjayanti Gram Swarozgar Yojana (SGSY) of The Government
of India (Ministry of Rural Development) on their Special Project on “Improving Socio-economic
Conditions of BPL Families of Kheda District through Animal Husbandry and Dairying” The
Swarnjayanti Gram Swarozagar Yojana, a holistic self-employment programme for the rural poor of
India started with the basic objective to bring below poverty line families above poverty line by
providing them in generating assets to become self-employed. Amul has covered under this programme
more than 8,755 beneficiaries and these beneficiaries were then given membership of dairy co-
operatives in order to bring these poor households into mainstream economy by transforming dairying
into active income-generation enterprises. As part of this programme 12,647 women and men were
trained in dairy husbandry in addition to construction of number of cattle sheds, development of green
fodder plots, distribution of chaff cutters and stainless steel cans. Further, it facilitates loan
disbursement from banks to the needy by acting as a guaranteer on behalf of the farmers for the loan
repayment.
5.4.2 Market access to rural produce
Before Amul, Polson dairy was the only dairy in Anand which used to control the marketing and
distribution system of milk. As milk is perishable, milk producers were compelled to sell milk at a very
low price to these middlemen. Patel?s vision of organizing the farmers to enable them to gain control
over procurement, processing and marketing while eliminating the middlemen was successful by the
Amul model. This model directly linked the farmers with the final customer. There are no middlemen;
the cooperative collects the milk directly at the producers? doorsteps.
Figure 3: AMUL Value Chain
5.4.3 Incentive pricing
The Anand Pattern succeeded because it gave a fair price to the farmer and high - quality milk and milk
products to the consumer. What would have been middlemen?s profits in the earlier system got
absorbed into development projects for primary producer or lower cost for the consumer. Operation
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Flood Programme by Amul links milk producers throughout India with consumers in over 700 towns
and cities, reducing seasonal and regional price variations while ensuring that the producer gets fair
market prices in a transparent manner on a regular basis.
5.4.4 Promoting employment
Cooperative dairying on the Amul Pattern forms a source of assured employment and a sustainable
basis of competitive advantage for India. Although Operation Flood was not designed to eradicate the
problems of poverty and unemployment, it is true that millions of landless, marginal, and small farmers
who were engaged in milk production benefited greatly from the increased income and employment
opportunities generated by Operation Flood Programme. Presently Amul is providing employment
opportunity to millions of people both directly and indirectly in rural and urban areas. Amul has created
white-collar jobs too.
5.4.5 Health and sanitation for all
Amul not only make its producer members? financially self sufficient but also take care of their health
and provide sanitation to all. One of the most successful Integrated Rural Health & Development
Programme of Amul is Tribhuvandas Foundation. It fulfills the basic health care needs of the villages.
Apart from providing primary treatment for various common ailments, the Foundation is also actively
involved in promoting preventive health practices. Tribhuvandas Foundation has become one of Asia?s
largest community healthcare service providers covering more than 700 villages. It also provides
continuous training and retraining to Village Health Workers who are chosen from villages with the
help of the Dairy Co-operative Societies
Amul Dairy has launched a novel scheme for total rural sanitation and set a target for itself whereby
not a single milk producer will attend to nature?s call in the open. The Dairy with the support of
District Rural Development Agency (DRDA) will provide interest free loans to its milk producers in
Anand and Kheda districts to set up „pucca? toilet blocks. „In five years time, dairy wishes to achieve
the target of providing 100 per cent toilet facilities in all villages where Amul has a milk society. Amul
has prepared a model low-cost toilet block that cost ?11,500 per unit. DRDA support this initiative
through subsidy ranging between ?4500-?4600 for BPL/ APL families and it also provide interest free
loan refundable in 5 years? time.
5.4.6 Strengthening education in villages
Amul?s vision is to see educated, talented and strong youth in a developed India. To achieve the said
vision, Amul introduced scholarship schemes in 1992 to encourage outstanding children of farmers in
pursuing higher studies. This effort has motivated greatly children to excel in their studies and spread
education in rural areas. Some other similar programmes introduced by Amul to promote education are;
Amul Schloar Felicitation Programme, Amul Vidya Shree for state wise 10
th
toppers and Vidya
Bhushan for state wise 12
th
toppers. Vidya Bhushan is India?s first of its kind award that recognizes and
rewards brilliant minds of India.
5.4.7 Training for all
Since its inception, Amul believes the development of the institution lies in the development of the
people – producer members. Thus, it organizes various training programmes based on the need of the
farmers and village society. Few of the successful programmes of Amul includes; VMS (Vision,
Mission & Strategy) Workshop, Milk Day Celebration, Amul Darshan, Management Development
Programme, Zonal Meeting, Village Group Discussion, Awareness and Refreshers Training, Dairymen
Training, Development Review and Self managing Leadership Programme . The GCMMF hires and
trains people to take advantage over its competitors. It has developed in-house modules for training and
competence building to improve and upgrade of their knowledge; communication skills to understand
the customer, be responsive to customer requirements, and communicate clearly for trouble shooting of
problems. In order to strengthen knowledge and skill base of young girls and women of the villages
about milk production management, Amul along with technical collaboration and resources of Anand
Agriculture University, has initiated "Mahila Pashupalan Talim Karyakram"; for women resource
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persons of the Member Unions and in the year 2011, 418 women resource persons have been trained
under this programme. The prime objective of these training programmes is to bring together all the
members of cooperative to work collectively in order to strengthen the cooperative through continuous
improvement which in return would improve the income and quality of life of the farmers. Apart from
this, Amul also carry out Cooperative Development Programmes in order to chase its target of
producing 25 lakh litres of pure and quality milk per day.
To improve the socio-economic conditions and livelihood of dairy-farmers, Amul has come up with
various schemes to increase cattle holding per farmers thereby their income. Further, dairy
demonstration farm has been set up to demonstrate scientific method of farming.
5.4.8 Corporate Social Responsibility
In the last five years (2007-2011) the milk producers have planted around 311.98 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 sapling till it survives and grow into tree. The programme which was
initiated with a novel idea for giving back to nature was a huge success as the entire plantation activity
was coordinated at all the three tiers of Anand pattern. This effort to provide green cover to the earth
was also acknowledged when the state level apex body of Gujarat Dairy Cooperatives- GCMMF
received four successive prestigious “SRISHTI?s G-Cube Award”- 2007, 2008, 2009 and 2010 for
Good Green Governance in the “Service Category”. Further, “Amul Green” movement has also been
awarded by International Dairy Federation for best environment initiative in the “sustainability
category” during the 4
th
Global Dairy Conference held at Salzbugr Congress Center, Austria on 28
th
Aril, 2010.
GCMMF had formed a specific organization named “Amul Relief Trust” (ART) under the
Chairmanship of Dr. V. Kurien in 2001 with a donation of ? 50 Million and reconstructed school
buildings damaged in the 2001 earthquake in Kutch area.
Amul in association with the Indian Red Cross Society aim to inspire, encourage and initiate
humanitarian services to minimize, alleviate and prevent human suffering at all times to contribute for
“Humanity to Peace”. Towards this objective Amul initiated blood donation campaign since 1987.
Blood donation camps are organized regularly in rural areas through Village Dairy Co-operative
Societies. Similarly camps are organized in Amul Dairy Campus wherein employees and their family
members join in donating blood.
5.5 Conclusion
Globalization and Liberalization are the mantras of the new economy today, which is now on the fast
track. Industrial production is rapidly moving forward. The dairy industry is no exception. Still a lot
more need to be done in order to strengthen the sector so that it can further contribute to a greater
extent to transform the socio-economic landscape of rural India. After analyzing the role of Amul as a
change agent which is playing a prime role in renovating the life of rural mass, there is no doubt that
Amul can be an instrument for national development. Still it will not be sufficient for dairy
cooperatives to enjoy outstanding success without integrating the state level cooperatives and for this
the support of the government is highly desirable. We need to ensure that we continue to inspire other
dairy cooperatives by strengthening them at the grass root level, which will enable them to play a lead
role in socio-economic upliftment of their respective regions. All the cooperatives of our nation need
to work as a collective whole in order to promote inclusive growth which will propel Indian economy
and society to occupy centre stage in the global scenario.
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