![]() Kurien, who was the founding chairman of GCMMF for more than 30 years (1973-2006), is credited for the success of Amul’s marketing. After the death of Tribhuvanda’s Kishibhai Patel in 1994, Dr Kurien briefly served as Amul’s chairman. Under Tribhuvanda’s chairmanship, Dr Kurien was initially the Director-General and helped direct Amul’s technical and marketing efforts. He convinced Dr Kurien to stay on and help with the mission. He hired Dr Verghese Kurien in the year 1949. Tribhuvandas Kishibhai Patel, under the leadership of Sardar Vallabhbhai Patel, became the founding chairman of the organization and headed it till his retirement in the 1970s. The establishment of Amul made an important contribution to the white revolution in India. The word ‘Amul’ is derived from the Sanskrit word ‘Amulya’ which means ‘priceless’ or precious (a name suggested by the then Principal of Agriculture College, Dr Maganbhai Patel) and was established in 1946 through the efforts of Tribhuvanda’s Kishibhai Patel. Kaira Union introduced the brand “Amul” to market its range of products.
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