Amul: A Cooperative's Rise to Brand Dominance Amul, established in 1946, emerged as a response to the exploitation of dairy farmers by private traders. Led by Tribhuvandas Patel, farmers in Kaira, Gujarat, formed a cooperative, following advice from Sardar Vallabhbhai Patel, to directly supply milk to the Bombay Milk Scheme. This decentralized model, involving village-level cooperatives, marked a significant departure from the existing system. By 1948, the Kaira District Cooperative Milk Producers' Union Limited (KDCMPUL) began pasteurizing milk. Subsequent visits by Prime Minister Lal Bahadur Shastri, who later established the National Dairy Development Board (NDDB) to replicate the Anand model, underscored the cooperative's national significance. Amul's growth accelerated under the leadership of Verghese Kurien and H. M. Dalaya. Dalaya's innovation in skim milk powder production from buffalo milk proved a technological breakthrough, expanding the cooperative's reach and capabilities. The Anand pattern, replicated in five other Gujarat districts, laid the foundation for the White Revolution. In 1973, the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) was formed to consolidate marketing efforts, with Amul, already a brand since 1955, becoming its flagship. Technological advancements continued, culminating in the 1999 Rajiv Gandhi National Quality Award. Amul's enduring success is evident in its recent ranking as the third most valued brand in India in 2025. The brand's journey exemplifies the transformative power of cooperative enterprise and its contribution to India's dairy industry.