Amul Girl cries for the first time, since her appearance in 1960s. Image Source: Amul Website |
The year was probably 1987/88, and I had seen a film by Shyam Benegal, titled Manthan, which coincidentally shares it's year of birth with me. In those days of Door Darshan, anything other than Krishi Darshan was eagerly lapped up, but a song from the film remained with me. This very song, Mero Gaam Katha Parey, sung by Preeti Sagar, would push me to watch the film again, years later, in around 1994, and I became a fan of Dr. Verghese Kurien.
shovon chakraborty
If there's one single person ever, who has changed the entire landscape of a whole region, thorough his sheer persistence and relentless pursuits of the vision, which he believed in, here was the man. He took on the middlemen - the wholesalers, the moneylenders, and even the age-old feudal structure, present in the villages, in and around Anand. Nobody, from the moneyed classes, were happy with him. But his efforts resulted in the flowing of not red blood, but white milk, and led to a historic revolution among the local untouchables and the economically backward communities. Dr. Kurien lead from the front to create iconic institutions, such as, Amul, Gujarat Co-operative Milk Marketing Federation (GCMMF), National Dairy Development Board (NDDB), Institute of Rural Management - Anand (IRMA) and many more. His open brief to Sylvester daCunha resulted in the creation of the "Amul Baby" or "Amul Girl", perhaps the most iconic Indian brand symbols.