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January 12, 2010

What comes to mind when you say WHITE?

The first thing that pops up in my head is Milk, which is frankly not my most favourite thing in the world :P.

And when you say milk, there is just one word in mind- AMUL.


Amul or Anand Milk Union Limited is a dairy co-operative in India managed by the Gujarat Co-operative Milk Marketing Federation Ltd. Amul was the product of the White Revolution in India commonly known as Operation Flood. Infact Amul was the engine behind the success of this movement, which also led to its own development. The operation was directed towards reducing malpractices by milk traders, making modern technology available to participants and controlling price variations in favour of the consumers.

The main architect of the operation was Dr. Verghese Kurien, the Father of White Revolution, fondly known as Milkman of India. A Padma Shri and Padma Vibhushan Laureate, Dr. Kurien was the force behind Amul’s progress and succeeded in making India the largest milk producer in the world.

 Amul has therefore achieved the “Largest Food Brand in India” and “World’s Largest Pouched Milk Brand” tags with a current annual turnover of approx US $1000 million. The co-operative has been very beneficial with respect to reducing poverty by providing employment to a large rural segment, higher incomes, commercial approach towards nation building, bridging the social divide of caste, creed, race, religion & language in villages by offering open and voluntary membership, removal of middlemen, maintaining democratic structure at the village level with support of the Panchayats, etc.


Amul’s products range from milk to butter, cheese, ice creams, chocolates, paneer, indian sweets like gulab jamun, flavoured milk, powdered milk, and the list goes on and on. They have strived to make their products at par with international quality standards.


Remember the Amul Baby, a cute little girl in a red and white polka-dotted dress? Well as everyone knows, she is Amul’s mascot. Her popularity is due to an extremely well advertised campaign all over the country. She is something we Indians have identified Amul with always.


Personally I am a big fan of their ice cream (vanilla of course ;)) and cheese :D. They truly are “Utterly Butterly Delicious!”

7 Comments leave one →
  1. January 12, 2010 1:37 AM

    oh and also the butter doodles, the hoardings around the street are also cute aren’t they???

    • January 12, 2010 9:48 AM

      if you live in mumbai, you must hv noticed the one that used to be outside pawan hans vile parle… i miss those, they were hilarious..

  2. January 12, 2010 12:45 PM

    Well these days if you mention a color..that too white chances are people might think it is the color of a bra. ! Some unique ways to promote breast cancer awareness !

    We all grew up on amul and those wonderful ads made me want more of it !

    • January 12, 2010 9:04 PM

      i was thinking on similar lines when i came across an extempo topic “white”. i wanted to write about something different.

  3. January 12, 2010 10:10 PM

    Oh I love Amul cheese spread but I dislike Amul chocolates. U can see the Amul ads at

  4. January 13, 2010 2:51 PM

    white is my favourite colour. i cannot resist any dress , material, saree in white,
    it is so peaceful, sexy and attractive
    the other day we played a game– name all the white things in the kitchen , and we really enjoyed it

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