Amul marks Dr. Verghese Kuriens’s birthday as ‘National Milk Day’

Ahmedabad, November 26, 2016:Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), the leading producer of milk under the brand ‘Amul’ celebrated the ‘National Milk Day’ in the memory of Dr. Verghese Kurien on his 95th birth anniversary today.

With tremendous dedication and innovative initiatives, Dr. Kurien drove India’s White Revolution. With India leading in the production of milk in the world, it is only fitting that a tribute is paid to the founder and father of the milk revolution in India. All dairy cooperatives across the country conducted a mega activation in all markets of India to celebrate the birth anniversary of Dr.Kurien.

This year, the campaign uses the cow as the visual element to highlight the works of Dr. Kurien. The cow culturally stands for a symbol of prosperity and luck in India. Dr. Kurien brought economic independence and affluence to the lives of the farmers. The cow serves as the base canvas used to depict the achievements of Dr. Kurien and his contribution to the development of Indian Dairy Industry. In addition to the above, Amul has also printed 150 million milk pouches with the National Milk Day logo which features Dr. Kurien’s picture with the National Milk Day logo on it.

Two TVCs were launched to pay tribute to Dr. Kurien. Through this ad, the intent was to inform people about the co-operative model started by Dr. Kurien and to pay tribute to the Milkman on India. Advertisement in print in English and regional languages were also done. A large rally of 600 students from Dairy Science College in Anand was flagged off by Mrs Nirmala Kurien, daughter of Dr Kurien, Shri R S Sodhi, Managing Director GCMMF (Amul), Dr K Rathnam, Managing Director Kaira Union and Shri Sangram Chaudhary, Executive Director NDDB at the Amul Dairy, Anand today.

It was agreed by all the dairy co-operatives two years back to commemorate Dr Kurien’s birth day as National Milk Day. The federation conducted and coordinated meetings and several consumer engagement programs across the country to recall and acknowledge Dr. Kurien’s contributions for development of dairy sector and making India world’s largest producer of Milk through co-operatives. The meetings were arranged to reminisce how he worked towards building India’s largest dairy and the way he turned-around a milk-deficient country into milk-rich and created avenues for women empowerment and employment for the smallest of the farmers.

On this occasion, Mr. R S Sodhi, Managing Director expressed his respect towards Dr. Verghese Kurien and said it was the vision and dedication of The Milk Man of India that has made

India the largest producer of milk in the world. His life journey is an example for generations to come. We are taking the mission ahead by following his footsteps. His core values, integrity and dedication to work has made India a progressive nation in milk production and further empowered our milk producers.

Apart from Amul, the Ministry of Agriculture, Government of India, the National Dairy Development Board, Indian Dairy Association, Institute of Rural Management, Anand (IRMA) and other dairies across India have also participated in celebrating Dr. VergheseKurien’s birthday as National Milk Day. #VergheseKurien and #NationalMilkDay have been trending on twitter since morning.

About GCMMF (Amul)

Gujarat Cooperative Milk Marketing Federation (Amul) is India’s largest food products marketing sales organisation with annual sales turnover of Rs. 23,000 crores. It is a cooperative federation of 36 lakh milk producers affiliated to 18000 village cooperative societies handling 170 lakh litres of milk every day.

– Communication