History Of White Revolution In India And Goals Of Operation Flood: An Explainer

The White Revolution in India, also known as 'Operation Flood', is credited with a substantial surge in milk production in the country, leading to India becoming self-sufficient in milk production. Dr. Verghese Kurien is acknowledged as the pioneer of the White Revolution, which has enabled India to become the largest milk-producing country globally.

To achieve their objectives, the National Dairy Development Board and Amul, both based in the city of Anand in Gujarat, collaborated, and established multiple cooperatives throughout India. These cooperatives were designed to acquire fresh milk from local farmers at equitable rates while providing them with access to modern equipment and technology to increase their production capacity without necessitating significant financial outlays.

Objectives of the White Revolution 

The main objectives of the White Revolution were;

• To improve the earnings of people living in rural areas,

• Increase the overall production of milk in the country, and make it readily available to the masses at reasonable prices.

• This initiative aimed to create a surplus of milk and promote its consumption to improve the economic conditions of the rural areas.

Historical Timeline of the White Revolution 

Indira Gandhi, who was the Prime Minister of India at the time, initiated the White Revolution in India to improve the living standards of people and make the country self-sufficient in milk production.

The launch of the movement took place on October 2, 1970, in Motihari, Bihar, where Mrs. Gandhi imported 100 cows from New Zealand to provide low-income households with a reliable supply of milk at an affordable price, thereby improving their nutritional status.

The primary objectives of the White Revolution were to increase milk consumption through better marketing infrastructure and improved pay levels for farmers, enhance the living conditions of cattle, raise the nutritional standards of consumers across India, and increase productivity and profitability.

To summarize, Indira Gandhi oversaw the White Revolution in India, which aimed to improve the country's milk production and consumption while also enhancing the living standards of people and cattle.

Phases of White Revolution 

Phase 1

• Phase 1 of the white revolution (aka Operation Flood) began in July 1970 to establish dairy cooperatives in 18 milk sheds across ten states and connect them to the four best metropolitan markets.

• In 1981, there were approximately 13,000 dairy cooperatives established in Indian villages, which provided coverage to around 15,000 farmers. 

Phase 2

• The second stage of the operation, which was based on the phase 1 designs, supported dairy development programs in Karnataka, Rajasthan, and Madhya Pradesh.

• In addition, the number of milk outlets increased to 290 in urban markets during Phase II (1981–1985), resulting in a rise in the milk shed numbers from 18 to 136.

• By the end of 1985, a self-sufficient system comprising 43,000 rural cooperatives consisting of 4,250,000 milk producers had been established.

• This network, along with direct milk marketing by producers' cooperatives, led to a significant increase in domestic milk powder production.

Phase 3

• During Phase III of Operation Flood, dairy cooperatives in India were allowed to improve their infrastructure to meet the increasing demand for milk.

• This phase saw the addition of 30,000 new cooperatives to the already established 42,000, resulting in a peak of 173 milk sheds in 1988-89.

• The cooperative movement also focused on improving the access of its members to feed, artificial insemination, veterinary first-aid services, and education.

• The number of female members and Women's Dairy Cooperative Societies also increased significantly.

• Phase III also emphasized the need for animal health and nutrition research and development, leading to innovative solutions such as the Theileriosis vaccine, bypass protein feed, and urea-molasses mineral blocks.

• All these measures contributed to the increased productivity of milch animals.

Participation of Amul in the White Revolution 

• Amul, a dairy cooperative association based in the Indian city of Anand, owes much of its success to the contributions of Verghese Kurien, Shri Tribhuvandas Kishibhai Patel, and Harichand Megha Dalaya, collectively known as the Amul trinity.

• Since its establishment in 1946, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)-run cooperative brand has played a key role in India's "White Revolution," propelling the country to become the world's largest producer of milk and dairy products.

• The appointment of Amul's CEO and founder, Verghese Kurien, by Prime Minister Lal Bahadur Shastri to lead the National Dairy Development Board (NDDB) was a testament to the success of the brand.

• The accomplishments of Amul have inspired similar movements in other sectors of Indian agriculture, with the industry setting benchmarks for businesses around the world in branding, marketing, and management.

• Over time, Amul has established itself as a testing ground, developing innovative technologies and significant inventions that have increased its competitiveness against multinational corporations.

• Building on the foundation laid by its visionary leader, Amul has expanded its product line to include new items.

• It is regarded as one of India's most prominent food brands, and other dairy cooperatives like Nandini in Karnataka, Aavin in Tamil Nadu, and Verka in Punjab draw inspiration from Amul's success.

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