Verghese Kurien | Success story of a Social Entrepreneur
Verghese Kurien, best known as Milkman of India and Father of the White Revolution, is a social entrepreneur, who has been behind the success of the milk cooperatives. From a milk-deficient country to the largest milk producers in the world, India came a long way, which was possible through his support and guidance. Continue reading the illustration of his success.
Born on 26 November 1921 in Calicut, Madras Presidency, British India – Present day Kozhikode, Kerala, to Dr. P K Kurien (civil surgeon) and did schooling at Diamond Jubilee Higher Secondary School, Gobichettipalayam, Tamil Nadu). He went to Loyola College and completed his graduation in physics by 1940. Next, obtained a bachelor’s degree in Mechanical Engineering from College of Engineering, Guindy. Parallelly, he studied at the University of Madras in 1993.
Meanwhile, Kurien’s mother persuaded him to join the Tata Steel Technical Institute, Jamshedpur, from where he graduated in 1946. Later, he had to go Imperial Institute of Animal Husbandry, Banglore, where he stayed for about 9 months.
Verghese Kurien’s, began his career in 1949 by with Government Research Creamery in Anand of Gujarat that he had to work as per the condition of the Government Scholarship by which he completed his Masters Degree at Michigan State University, U.S.A. in 1948. During that period, the “Kaira District Co-operative Milk Producers’ Union” a small co-operative of Dairy Farmers that it was, on a mission to end up the troubled system where a poor local Dairies had to sell the Milk to Large suppliers for a very meagre money, who in turn sold it to Bombay that is Mumbai now for substantially greater Amounts that fetches them huge Profits.
At the insistence of the then Chairman of the Co-operative Sri. Tribhuvandas Patel to find out the way to end this hard system and help in strengthening the Organization. Once Kurien became the Manager of the institution that was later known to be the Amul. His leadership brought in the modern equipment for process and storage of Dairy Produces and proved them to be reliable supplier. Gradually it improved the lives of many a Rural Dairy farmers and lead to the formation of other Dairy Cooperatives on the same Model. Kurien became the first Chairman of the newly formed National Dairy Development Board.
The Brand “AMUL” and the Mascot
The Brand “Amul” and its Products needs no introduction, so Varghese Kurian. But it took years of efforts and dedication and the marketing strategy. From it’s early products of Infants lacto nourishers … Amul Spray the Milk Powder gradually widened it’s range of Amul Diary products i.e., Amul Butter, Amul Milk, Amul Ghee. Amul Cheese….. All these range of products are widely made known by its Brand Mascot, the Amul Girl”
Social Responsibility :
Amul stands in forefront with its’ consistent Slogans/Messages reflecting on various aspects, especially the Current Affairs through Hoarding Campaign with it’s cute Amul Girl prominent appearance.
Furthermore, Verghese Kurien headed several public institutions and obtained doctorate degrees from various universities around the world. He was honored with the country’s most prestigious awards Padma Vibhushan (1999), Krishi Ratna (1986), Padma Bhushan (1966), Padma Shri (1965) and many more. Also, in his remembrance, the Indian Dairy Association has decided to observe Kurien’s birthday (26 November) as National Milk Day.
Verghese Kurien suffered with some illness during his last days. Died at the age of 90 ( 9 September 2012) in a hospital at Nadiad.
ALSO READ : Ajay Bijli | Success Story of the Founder of PVR
What is the key invention of Verghese Kurien?
His key invention was the production of milk powder from the abundant buffalo milk, instead of from the conventional cow milk
When did Kurien join AMUL?
Kurien joined the AMUL on 13 May 1949.