Phyliss @phylissmagee43 - Twitter Profile

about 7 hours ago

What’s app forward @Amul_Coop This month, an Indian brand just made history. It became the FIRST FMCG company in India ever to cross ₹1 lakh crore in revenue. Not HUL. Not Nestlé. Not ITC. A farmers' cooperative from a small town in Gujarat. on April 5th 2026, GCMMF announced Amul crossed ₹1 lakh crore in brand turnover for FY26. A brand so woven into Indian life that before your morning chai simmers, Amul has already shown up. Butter on your toast. Milk in your cup. And somewhere on a highway billboard, a little blue-haired girl is already roasting today's headlines. It's 1946. Anand, Gujarat. Polson Dairy is the only milk buyer in town. And they know it. They pay farmers 20 paise per litre. Then sell it in Bombay for 80 paise. The farmers are doing all the work. The middleman is taking all the money. Classic exploitation. Classic colonial India. The farmers had enough. Led by Tribhuvandas Patel and backed by Sardar Vallabhbhai Patel, they did something radical. They went on a 15-day milk strike. No milk left Anand. Bombay's supply dried up. Polson panicked. Sardar Patel gave them one instruction: "Cut out the middleman. Sell directly." So they formed their own cooperative, the Kaira District Co-operative Milk Producers' Union. No VC funding. No pitch deck. Just 247 angry farmers, with nothing left to lose. A young dairy engineer played a central role throughout this entire movement. His name was Dr. Verghese Kurien. He had just returned from Michigan State University. He was sent to Anand on a government posting, but Tribhuvandas convinced him to stay and help grow the cooperative. That decision made by a 26-year-old in a small Gujarat town changed the future of the entire Indian dairy industry. Here's where it gets fascinating. The western dairy industry ran entirely on cow's milk. Buffalo milk was considered inferior too fatty, too difficult to process. Kurien thought differently. In 1955 he developed the world's first spray-dried skimmed milk powder from buffalo milk. The west said it couldn't be done. He did it anyway. By cracking buffalo milk processing, Kurien didn't just solve a local problem, he unlocked an entirely new global dairy technology. The patent? Owned by Indian farmers. Not a multinational. Not a government ministry. Farmers. 1955: Amul Butter hits shelves. It immediately undercuts every imported butter brand in the market. Creamy. Affordable. Indian. Within years it becomes the best-selling butter in the country, a position it has never given up. Not once. In 70 years. Then came the Amul Girl. 1966: An ad agency creates a round-faced, blue-haired cartoon girl to market Amul Butter. Her tagline: "Utterly Butterly Delicious." Nobody knew she would still be on billboards 60 years later, and become the sharpest, funniest political commentator in India. Here's what makes the Amul Girl legendary. She has commented on EVERY major event in Indian history since 1966. The Emergency. The 1983 World Cup. Babri Masjid. Demonetisation. COVID. The 2024 elections. She never misses. She never takes sides. She always makes you smile. 🎯 Fun fact: The Amul Girl holds the Guinness World Record for the longest-running outdoor ad campaign in history. 60 years. And still going. Amul was growing. But India continued to be a milk-deficient country. Dependent on imports. Struggling to feed its own people. Kurien looks at this problem and sees not a crisis, but the world's greatest business opportunity. 1970: Operation Flood launches. The world's largest dairy development programme. Kurien's plan? Take the Anand cooperative model and replicate it in every part of India. Village by village. District by district. State by state. It worked beyond anyone's imagination. By the 1990s, India had gone from milk-deficient to the world's largest milk producer. Surpassing the USA. Surpassing all of Europe.

11

244

53

43

23K

Phyliss

@phylissmagee43

Who to follow

Last Seen Users on Sotwe

Trends for you

Most Popular Users