WHITE REVOLUTION

Published on 18 Feb 2025

The White Revolution, also known as Operation Flood, was a monumental dairy development program launched in India in 1970. It transformed the nation from a milk-deficient country to the world's largest milk producer.

Led by the visionary Dr Varghese Kurien, this initiative aimed to empower millions of rural farmers by connecting them directly to consumers, eliminating exploitative middlemen. By establishing a vast network of cooperative dairies, the White Revolution ensured fair prices for farmers and affordable milk for consumers.

Phases of White revolution

The White Revolution, or Operation Flood, was carried out in three distinct phases:

Phase I (1970-1981)

Focus: Establishing milk cooperatives in 18 milk sheds across 10 states.
Aim: To supply milk to major metropolitan cities like Mumbai, Delhi, Kolkata, and Chennai.
Key achievements: Building the foundation for a nationwide milk grid.

Phase II (1981-1985)

Focus: Expanding the dairy cooperative network to cover more states.
Aim: Increasing milk production and availability in states like Karnataka, Madhya Pradesh, and Rajasthan.
Key achievements: Significant growth in milk production and a wider reach of the cooperative model.

Phase III (1985-1996)

Focus: Consolidating the gains of the previous phases.
Aim: Improving the efficiency and productivity of the dairy sector.
Key achievements: Strengthening the cooperative infrastructure, providing better support services to farmers, and enhancing milk processing capabilities.

Significance of White Revolution and the role of AMUL

Empowerment of Dairy Farmers: Provided farmers with control over their produce, ensuring fair prices and direct access to markets.

Example: Amul's cooperative model ensured farmers received 80% of the end-product price, compared to the previous 20%, directly impacting their income.

Economic Growth: Transformed the rural economy by creating employment opportunities and increasing farmers' incomes.

Example: The Amul Dairy in Anand, Gujarat, employs over 20,000 people directly, providing livelihoods for rural communities.

Self-Sufficiency: Turned India from a milk-deficient nation into the world's largest milk producer.

Example: India's milk production rose from 20 million tonnes in 1970 to over 200 million tonnes in 2020, surpassing the US as the world's largest producer.

Poverty Alleviation: Contributed to reducing poverty in rural areas by providing a stable income source.

Example: In states like Punjab and Haryana, dairy income has become a significant safety net for small and marginal farmers, reducing their reliance on agriculture alone.

Nutrition Improvement: Increased milk consumption, leading to improved nutritional status of the population.

Example: Amul's 'Mother Dairy' brand successfully increased per capita milk consumption in urban India from 100 grams to over 300 grams per day.

Infrastructure Development: Established a nationwide milk grid, connecting producers with consumers across the country.

Example: The Amul milk grid covers over 18,000 village milk cooperative societies, ensuring regular milk collection and distribution across India.

Technological Advancement: Introduced modern dairy practices and improved cattle breeds.

Example: The crossbreeding of indigenous cows with high-yielding Holstein-Friesian bulls in Punjab led to a significant increase in milk yield per cow.

Social Transformation: Played a crucial role in women's empowerment and rural development.

Example: The Mahila Dairying Project in Rajasthan has empowered over a million women, providing them with training, credit, and market access for dairy farming.