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People power:Amul's secret of
success
The system succeeded mainly because it provides an
assured market at remunerative prices for producers' milk besides acting as a channel to
market the production enhancement package. What's more, it
does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the
traditional system, when the profit of the business was cornered by the middlemen, the
system ensured that the profit goes to the participants for their socio-economic
upliftment and common good.
Looking back on the path traversed by Amul, the following features make
it a pattern and model for emulation elsewhere. Amul has been able to:
- Produce an appropriate blend of the policy
makers farmers board of management and the professionals: each group appreciating its
roles and limitations
- Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment
- Provide a support system to the milk
producers without disturbing their agro-economic systems
- Plough back the profits, by prudent use of
men, material and machines, in the rural sector for the common good and betterment of the
member producers and
- Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change.
The Union looks after policy formulation, processing and marketing of
milk, provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the village
societies. |
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