India is the largest milk-producing country. Although it produces less milk than the west, it still tops the largest milk-producing country’s list. Because of the large number of cattle in the country. Uttar Pradesh, Rajasthan, Punjab, Harayana are the major milk-producing states of India. According to statistics, Milk production amounted to about 187 million metric tons in the fiscal year 2019, up from the previous year’s 176.3 million metric tons. The milk production in the country had an increase of 6.5 percent over the previous year. All of this happened because of the White Revolution in India.
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History of the White Revolution.
White Revolution was India’s one of the biggest dairy development movements. The step was taken by the Indian government in 1970 to develop and help the industry sustain economically. Because of this project, there was increase in employment to the poor farmers. It also helped in the increase of milk productivity and this led to sales of milk at competitive market prices. The White Revolution was followed after the success of the Green Revolution. The aim of this revolution was to make India one of the largest milk-producing country in the world. This program led to an increase in the development and production of healthy animals.
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Later on, the program Operation flood was also an initiative by India’s National Dairy Development Board. This program was based on the pattern set up by Chairman and founder of Amul, Verghese Kurian. Following this, he was named as the chairman of NDDB. He is also known as the father of the white revolution. This program had consumers over 700 towns and cities which was created by the national milk grid linking the producers throughout India. By forming co-operatives, a reduction in seasonal and regional price variation was seen. It ensured the producers get a good share of the income generated from the consumers. Intensive Cattle Development Program (ICD) was introduced during 1964-65 for the promotion of the White Revolution.
How did it help the nation?
It ended the imports of milk solids in India and instead helped in the export of milk powder to many other foreign countries. This helped Around 10 million farmers with their income. The industries and infrastructures modernized and expanded. Due to cross-breeding, there has been an increase in the genetic improvements of milking animals. According to the economic data, the dairy sector is the largest contributor to the nation’s GDP through the agriculture sector. The small and poor farmers and the landless laborers are benefited from this program as they get employed. It has made a positive impact in the rural areas and motivated them to take dairying as an occupation. Currently, there are metro dairies in 10 metropolitan cities of the nation besides 40 plants which are handling more than 1 lakh liters of milk.
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Uttery Buttery Marketing of Amul.
Talkin about Amul, it is one of the largest milk-producing companies in India. Kurien also invented the process of making milk powder and condensed milk from buffaloe milk along with his friend H.M. Dalaya. This success helped him to open more companies. The National Dairy Development Board was created by former Prime Minister Lal Bahadur Shastri based on Amul’s resource, management, and infrastructure arrangements.
The Amul butter campaign had been one of the most successful campaigns in India. It featured the round-eyed, chubby girl in a polka-dotted dress. Every individual has a memory of the cute moppet. The campaign uses hoarding at the strategic locations and comments on politics, cricket, lifestyle, music, etc. This strategy generated humor among the audience and the message with Amul butter girl as a social observer has succeeded in connecting with the target audience. This approach helped in getting good exposure, increase the brand image, etc. which enable Amul butter to sustain market leadership as well as to become synonymous with butter.
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