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The Amu P a Anand fea urng he  S

c  ("pr eess" n Sanskr The brand name "Amu " from he Sanskr "Amoo a,"
(meanng Precous) was sugges ed by a qua y con ro exper n Anand.),[1] formed n 1946,
s a dary coopera  e n Inda. I s a brand name managed by an apex coopera  e
organsa on, Gujara Co-opera  e k arke ng Federa on L d. (GCF), whch oday
s jon y owned by some 2.8 mon mk producers n Gujara , Inda.[2]

Amu s based n Anand, Gujara and has been an exampe of a co-opera  e organ5a on's
success n he ong erm. "Anyone who has seen « he dary coopera  es n he s a e of
Gujara , especay he hghy successfu one known as A L, w na uray wonder wha
combna on of nfuences and ncen  es s needed o mu py such a mode a housand mes
over n deveopng regons everywhere."[3] The c    has es abshed  sef as a
unquey appropra e mode for rura deveopmen . Amu has spurred heWh e evou on of
[2  
Inda,
 
  ]
whch has made Inda he arges producer of mk and mk produc s n he word
. I s aso he word's bgges vege aran cheese brand .[4]

Amu s he arges food brand n Inda and word's Larges Pouched k Brand w h an
annua urnover of US $1700 mon (2009±10).[5] Curren y Unons makng up GCF
have 2.9 mon producer members w h mk coec on average of 9.10 mon  res per
day. Besdes Inda, Amu has en ered overseas marke s such asaur us, UAE, USA,
Bangadesh, Aus raa, Chna, Sngapore, Hong Kong and a few Sou h Afrcan coun res. I s
bd o en er Japanese marke n 1994 dd no succeed, bu now  has fresh pans en erng he
Japanese marke s.[6] O her po en a marke s beng consdered ncude Sr Lanka.

Dr Verghese Kuren, former charman of he GCF, s recognsed as a key person behnd


he success of Amu. On 10 Aug 2006 Par h Bha o, charman of he Banaskan ha Unon,
was eec ed charman of GCF.
500 gram pack of Amu Cheese

100 gram pack of Amu Bu er


 
[hde]

` 1 Hs ory
` 2 GCF Today
` 3 Company nfo
` 4 The Three- er "Amu ode"
` 5 Impac of he "Amu ode"
` 6 Achevemen s of he "Amu ovemen "
` 7 Achevemen s of GCF
? 7.1 Amu Brand Budng
` 8 Produc s
` 9 asco
` 10 Adver sng
` 11 In popuar cu ure
` 12 eferences
` 13 Ex erna nks

ü  
The nda Ds rc Co-opera ve k Producers' Unon was regs ered on December 14, 1946
as a response o expo a on of margna mk producers by raders or agen s of exs ng
dares n he sma own named Anand (n Kara Ds rc of Gujara ).[7] k Producers had o
rave ong ds ances o dever mk o he ony dary, he Poson Dary n Anand. Of en mk
wen sour as producers had o physcay carry he mk n ndvdua con aners, especay n
he summer season. These agen s arb rary decded he prces dependng on he produc on
and he season. k s a commod y ha has o be coec ed wce a day from each
cow/buffao. In wn er, he producer was e her ef w h surpus / unsod mk or had o se 
a very ow prces. oreover, he governmen a ha me had gven monopoy rgh s o
Poson Dary (around ha me Poson was he mos we known bu er brand n he coun ry)
o coec mk from Anand and suppy  o Bombay c y n urn. Inda ranked nowhere
amongs mk producng coun res n he word because of  s m a ons n 1946 Br sh aj.
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ü 
Snce 1967[13] Amu produc s' masco has been he very recognsabe "Amu baby" (a chubby
bu er gr usuay dressed n poka do ed dress) showng up on hoardngs and produc
wrappers w h he equay recognsabe agne Ô ! "2 
.The masco
was frs used for Amu bu er. Bu n recen years n a second wave of ad campagn for Amu
produc s, she has aso been used for o her produc keghee and mk.

ü c 

An Amu bu er ad on Paks an's Karg War fasco. The mage shows he "Amu baby" n
be ween George Fernandes and A a Behar Vajpayee.

In 1966, Amu hred Syves er daCunha, hen managng drec or of he adver sng agency c
o desgn a new ad campagn for Amu Bu er. daCunha desgned an add campagn as seres
of hoardngs w h opca ads, rea ng o day- o-day ssues.[14] The campagn was wdey
popuar and earned a Guness word record for he onges runnng ad campagn n he word.
Snce he 1980s, car oon ar s Bhara Dabhokar has been nvoved w h ske chng he Amu
ads, who rejec ed he rend of usng ceebr es n adver semen campagns. Dabhokar
cred ed charman Varghese Kuren w h crea ng a free a mosphere ha fos ered he
deveopmen of he ads.[15]

Desp e encoun erng po ca pressure on severa occasons, daCunha's agency has made  a
pocy of no backng down. Some of he more con roversa Amu ads ncude one
commen ng on Naxa e uprsng n Wes Benga, on he Indan Arnes empoyees s rke,
and he one depc ng he Amu bu er gr wearng a Gandh cap[14]

ü
  
The es abshmen of Amu s aso known as Wh e evou on. The Wh e evou on of
Inda nspred he no abe Indan fm-maker Shyam Benega o base hs fm an han (1976)
on  . The fm s arred Sm a Pa , Grsh Karnad, Naseeruddn Shah and Amrsh Pur. The
fm  sef was fnanced by over fve akh rura farmers n Gujara who con rbu ed s 2 each
o he fm'š budge . Upon  s reease, hese same farmers wen n ruckoads o wa ch ' her'
fm, makng  a commerca success.,[16][17] he fm was chosen for he 1977 Na ona Fm
Award for Bes Fea ure Fm n Hnd. The Amu success s ory s aken up as a case s udy n
marke ng n many premer managemen ns  u es across he word.

The Wh e evou on ushered an era of pen y from a measy amoun of mk produc on and
ds rbu on. Asde from he grea measurabe success ha hs projec was,  aso
demons ra ed he power of "coec ve mgh ". A sma se of poor farmers of Kheda ds rc
n Gujara had he vson and foresgh o ac n a way ha was good for he soce y and no
for he sef aone

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