DR. VERGHESE KURIEN 1921
The milkman of India’ brought about a White Revolution in the country and made AMUL a household name, synonymous with dairy products. How many of us are even aware that the brand name stands for Anand Milk Union Limited? And does it matter – so long as AMUL means the ‘Taste of India’? Kurien graduated with Physics from Loyola College. Chennai in 1940 and then completed BE (Mech) from the University of Madras. He then went to the USA on a government scholarship to earn his Master of Science in Mechanical Engineering from Michigan State University. On his return, he was posted as a dairy engineer at the Government Creamery. Anand, Gujarat in 1949. Around the same time the infant cooperative dairy. Kaira District Cooperative Milk Producers’ Union Limited (KDCMPUL), now the famous AMUL was fighting a battle with the privately owned Polson Dairy. Young Kurien, fed up with the Government creamery which held no challenge, volunteered to help Tribhuvandas Patel, the Chairman of KDCMPUL to set up a processing plant. This marked the birth of AMUL. There was no looking back for Kurien who has since built this organization into one of the largest and most successful institutions in India. The AMUL pattern of co-operatives was so successful that in 1965 the Prime Minister of India. Lal Bahadur Shastri, created the National Dairy Development Board (NDDB) to replicate the programme on a nation-wide basis citing Kurien’s “extraordinary and dynamic leadership” and naming him Chairman. Kurien also set up GCMMF (Gujarat Co-operative Milk Marketing Federation) in 1973 to sell the products produced by the dairies. Today GCMMF sells AMUL brand products not only in India but also overseas. He received several awards during his long tenure with AMUL including the coveted Magsaysay Award. While addressing a batch of students venturing into the world of enterprise and innovation, the veteran spelt our Ten Commandments for success. • Do things on a large scale, large enough that
you cannot admit to the possibility of failure • Ensure that you possess the relevant experience
and skills • Call on others when you need them but on
your own terms • Be clear in what you seek to achieve • Know your market and what it needs, not
what you think it needs • Listen-carefully-to your consumers • Respect your consumers • Never compromise on quality • Ensure that you and those you work with are committed to your purpose, ensure that they are young and energetic • Remember always that honesty is the only policy- it will give you enormous strength and endow all your works with humility. Listen to the voice of wisdom from whatever quarter it appears.