To put a cliché on its head: He Whitewashed us! And the latest Amul ad puts its marketing strategy on its head. Gone is the impish smile of the Amul Girl. For the first time since its inception, the she is shedding tears for him.
Dr. V. Kurien, who started as a humble government researcher in a remote district of Gujarat state, identified the potential of collective-co-operatives along with his mentor, Mr. Patel. He introduced modern concepts in dairy farming, milk-collection, pasteurization and distribution. The result of his efforts lead to the establishment of what is today one of India’s biggest brands- Amul.
It is no wonder Dr Kurien came from India. India is a land of vast natural resource and human talent. Combine the two and you can achieve a revolution of sorts. It’s too easy to blame and abandon any new way of thinking by blaming our “large population” and diverse cultures. One man showed the way. One man showed us how we can transform our vast country from a milk-starved land to the world’s largest milk producing country.
There are hundreds of Dr. Kuriens in India. We need to identify them and empower them to fix one small problem. Piece by piece. Slowly but surely, the human talent can surpass all forces that are hindrances in our path to becoming the greatest nation on earth.
Do you know of a potential Dr. Kurien? What are your thoughts on how to discover more such Kuriens? Please share
--Faisal
photo copyright: Amul India
