Amul -The Manthan-1976-White Revolution of India (Operation Flood)

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• published: 11 Oct 2011
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Manthan (Hindi: मन्थन, Urdu: منتھن) (The Churning), was a 1976 Hindi film made by Shyam Benegal, based on a story written jointly by, Verghese Kurien (the Father of White Revolution in India, and director, Shyam Benegal, it is set amidst the backdrop of the White Revolution of India (Operation Flood) which started in 1970, ushering an era of plenty, from a measly amount of milk production and distribution. Aside from the great measurable success that this project was, it also demonstrated the power of "collective might". The film went on to win, the 1977 National Film Award for Best Feature Film in Hindi and National Film Award for Best Screenplay for Vijay Tendulkar, and was also Indian submission for the Academy Award for Best Foreign Language Film for 1976. The title song (whose lyrics go Mero gaam kathaparey) was sung by Preeti Sagar. She won the filmfare award for best female singer for that year. The song was later used as the soundtrack for the television commercial for Amul[1]. Kheda district in Gujarat and Tribhovandas Patel, who took up the cause of farmer, lead to the formation of Kaira District Co-operative Milk Producers' Union. Soon the pattern was repeated in each district of Gujarat, which in turn led to the formation of Amul, a daily cooperative in Anand, Gujarat in 1946, which is today, jointly owned by some 2.6 million milk producers in Gujarat, India[2]. Eventually this led to the initiation of White Revolution of India in 1970, by creating a Nationwide Milk Grid, and setting up of Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF) in 1973, whose 5, 00,000 members, jointly financed the film, by donating Rs. 2 each. In the film, Dr. Rao, comes to a village, to set up a dairy cooperative, which upsets not just the middlemen, who were hitherto exploiting the villagers, but also the age-old feudal structure of the village, soon an uprising is sparked among the local untouchables, which leads to an economic revolution as well. http://www.usjersey.com/ Address: Gujarat Cooperative Milk Marketing Federation Ltd. Amul Dairy Road, Opp: Hotel Surabhi, Anand - 388 001, Gujarat, India . Phone: +91-2692-258506 , 258507, 258508, 258509 Fax:+91-2692-240208 Email:gcmmf@amul.coop Gujarat Cooperative Milk Marketing Federation Ltd. 24/1,D-Block , Janakpuri institutional Area , New Delhi -110058.28524336,28524337,28525083. http://www.amul.com/m/organisation#ouroffice http://www.usjersey.com/ USJersey American Jersey Cattle Association National All-Jersey Inc. Jersey Marketing Service The American Jersey Cattle Association, 6486 East Street, Reynoldsburg, Ohio 43068-2362 Phone: (614) 861-3636 FAX: (614) 836-8040 Internet: usjersey@iwaynet.net http://www.uiic.co.in/rural.jsp We Cover All indigenous/cross breed/exotic animals in the prescribed age groups duly fixing the value and certifying the health of the proposed animal by a qualified Veterinary Doctor. Who can be insured ? Animal owners / private dairies / cooperative dairies / NDDB owned dairies. Insured against What Risks ? Death due to accidents including fire lightning flood and cyclone or disease contracted or occurred during the currency of the policy period. Permanent Total Disability due to total incapacity to conceive or yield milk by paying extra premium.