Amul: A Longest Running Marketing Campaign

DOI

10.2991/978-2-38476-016-9_17How to use a DOI?

Keywords

amul; marketing; campaign

Abstract

A struggle against the atrocities of Polson Dairy, a locally owned dairy in Anand, Gujarat, which purportedly purchased milk from farmers at extremely low prices to sell to the Mumbai city government, gave rise to the cooperative movement in Gujarat in 1946. The late Dr. Verghese Kurien was virtually entirely responsible for designing and founding Amul (who, ironically, died in the 50th year of the creation of the Amul girl). After being sent by the government to run a dairy in Anand in 1949, he first assisted farmers in fixing their equipment before directing Operation Flood, a cooperative effort that transformed India from a net importer of milk into one of the world’s two largest producers today.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Kirti Dang Longani
AU  - Preeti Sharma
PY  - 2023
DA  - 2023/04/18
TI  - Amul: A Longest Running Marketing Campaign
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 169
EP  - 180
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_17
DO  - 10.2991/978-2-38476-016-9_17
ID  - Longani2023
ER  -