AMUL : Story of INDIA
The value of national ‘ownership’ in development of involving 2.8 million milk producers with AMUL separates itself from other success stories . Dr. Kurien on Rural Development --- A large proportion of rural livelihoods in India are at the mercy of the law of diminishing marginal returns from land. This has led to the bleak phenomena of rural-urban migration, casualisation of urban labour and feminisation of agricultural labour etc. with the net effect of extremely insecure rural livelihoods. A successful rural development programme must help rural people stay on voluntarily and profitably in the villages. Cooperative dairy development on the Amul Pattern has been instrumental in securing rural livelihoods in many parts of India through income generation, agricultural diversification, risk distribution, female empowerment and assured employment. Employment generation in India has seen a spurt even through the much vaunted Business Process Outsourcing (BPO) organizations and In...