Politics is outside the door of this collection center. Inside, it’s just business.
— Amul Society Supervisor
In order to fully understand (and appreciate) the Amul model, we visited Israma, a village in the Anand district of Gujarat. Milk collection at the designated centers takes place twice daily, at 6am and at 5.30pm. An Amul tanker arrives at the village at 10am to gather milk collected that morning and the previous evening. This tanker takes the stock to the Amul factory in Anand for pasteurization.
We reached Israma at 6:30am and found that the collection process was under way. The fat content of the milk is checked by a masked officer who uses a digital instrument which is connected to a computer that runs Gujarati software. The villagers are paid every 5 days but have the option of taking daily payments. The center is supervised by a Society Chairman, elected at the local level by members of the co-operative. Israma has a total population of 2,500 and 360 co-operative members (nearly every family in the village is involved). Membership can be obtained by supplying 700 liters of milk or by contributing for 180 days (in addition to paying a fee of INR 10).
The Israma collection center was established in 1965. Last year, it generated profits of INR 900,000 which were re-distributed among the villagers in direct proportion to their contribution. This center has an ISO standard which is reviewed annually. In order to meet the requirements, the center maintains its own scorecard and updates it every month. The unit also has a cattle feed storage room where 17kg sacks of mixed grains are stored. These are sold to farmers at a discounted price.
1,100 such centers are spread across the Kaira and Anand districts of Gujarat. Most villagers in these districts are members of the co-operative as it is a robust secondary source of income. In times of drought, this option is no short of life-saving. Amul is working towards providing broadband internet to these centers.
This institution works on simple traits – trust and teamwork. The system is unique in that it provides incentive for each farmer to be diligent and maintain healthy cattle. The center is decorated with posters that educate villagers on how to provide optimal nutrition for their cows. It sets an example for efficiency, hygiene and solidarity. To see such a co-operative thrive was heartwarming, and we hope Amul’s presence in rural India continues to grow for years to come.