The Great Indian Market: Amul-4
This series explores the growth of the Indian household brand, Amul. You will have the opportunity to imagine being with the key figures during the early days of the business and understand its continued relevance today.
The farmers were trying their best..but the best was below par. They had done everything right until now. Including the infamous strike they did. To oppose Polson, they had stopped supplying milk to Bombay for 15 days; instead, they had poured it on the streets of Kaira. That is how they forced the Indian Government to give them a section of machinery in the Government Creamery of Kaira. There is a problem though. The machines date back to the WWI era. These machines supplied cheese and other dairy items to the English troops. Everything in the machine is just pulleys and levers. Quite old.
Here is when Kurien used to come to fix it. He fixes it only to watch it break down again. Time after time, the machine used to break down. After fixing it for the umpteenth time, Kurien suggested buying a new and modern machine.
Tribhuvandas was seriously concerned now. He thought about it and asked Kurien, “How much money?”. “₹40,000”.
Tribhuvandas went out and in around 2 days, made the arrangement. His brother-in-law had given him the money, on the condition to not return the money. Tribhuvandas did return the money once the dairy was in a condition to do so.
Tribhuvandas asked Kurien to go to Bombay on the Cooperative’s behalf and buy the best machinery available. Kurien, being a dairy engineer knew whatever was required. He bought the L&T machinery.
Meanwhile, Delhi had accepted the resignation of Kurien and was relieved of his duties. Kurien was finally happy. He thought to himself that finally, he was free. Was he?
Kurien informed the Cooperative about the news. Making no delay, Tribhuvandas asked him to join the Cooperative. After all, Tribhuvandas understands the importance of learned men to make this Cooperative a success.
Kurien was in two minds, “ I had requested the Government to get me out of here, and when they did, these people asked me to stay.”. Kurien couldn’t deny these ambitious farmers.
Hence, Amul was born.
There were many challenges after this. As the game had started now. I am not including it here as it will be a very long story to write down.
This is an honest effort to know about the businesses in India and how they have impacted millions of lives. If you came this far, I appreciate it.
All the images used are AI-generated. This series is based on Dr. Verghese Kurien’s autobiography: “I Too Had A Dream”. No copyright infringement intended. Thank you.
