50 years after it was first launched, Amul Butter's sale
figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes
a year in 1997. No other brand comes even close to it. All because a
thumb-sized girl climbed on to the hoardings and put a spell on the
masses.
Today, Amul is a symbol of many things. Of high-quality products sold at
reasonable prices. Of the genesis of a vast co-operative network. Of the
triumph of indigenous technology. Of the marketing savvy of a farmers'
organisation. And of a proven model for dairy development.
