Amul celebrates Dr. Verghese Kuriens's birthday on November 26, as 'National Milk Day'

Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), the leading producer of milk under the brand ‘Amul’ today celebrated November 26, Dr. Verghese Kurien’s birthday as ‘National Milk Day’.

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 conducted a mega activation in all markets of India to celebrate the birth anniversary of Dr.Kurien.

It was agreed by all the dairy co-operatives last year to commemorate this day as National Milk Day. The federation conducted and coordinated meetings and several consumer engagement programs 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.

To mark this day, Amul has printed milk pouches with the new 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 podcast on the story of Dr V Kurien was also released on the occasion.

On this occasion, Mr. R S Sodhi, Managing Director expressed his respect towards Dr. Verghese Kurien and said “ The vision and commitment of Dr Kurien has helped in socio-economic development of millions of  rural milk producers. His efforts have made India the largest producer of milk in the world, giving benefit of nutrition to the masses. We should imbibe his values, work ethics and integrity in our life and action to ensure that the country continues to benefit from his efforts in the years to come.”

Amul’s co-operative model created economic independency for small farmers. Apart from Amul, National Dairy Development Board, Indian Dairy Association, Institute of Rural Management, Anand (IRMA) and other dairies across India have also participated in celebrating Dr. Verghese Kurien’s birthday as National Milk Day.