The sad end of the man who revolutionized the unorganized Indian Dairy Sector into a segment, is disturbing and Wishesh prays for Dr Vergehese Kurien's soul to rest in peace. This man from Kerala had made the difference to the nation's animal husbandry and milk cooperatives while structuring the nation's famous AMUL. Brand India needs to commend this visionary for making the nation proud with the brand he created that swept the metro homes with consumerism. Though he was not the activist who started the milk cooperative moment that began with a strike by life-stock farmers of Kaira district (Gujarat) in 1946 to have the right to supply processed milk to British-controlled Bombay.

But this man made a significant contribution by restructuring the movement as a brand and went on to rule the segment while taking the local variants to global super markets. Dr V Kurien was the visionary behind Operation Flood which later culminated into  Gujarat Cooperative Milk Marketing Federation. This federation under the visionary was all set to create a brand equity that would rule the global markets with a wide range of products. Thus was born brand AMUL and the story is ongoing history today. With products ranging from milk products to ice creams the variants are delicious. The entire range that started with butter, milk powder and chocolates, expanded its horizon and ranges to numerous sumptuous items. The range includes ice-cream, cheese powder,  shrikhand....and more.

The journey from the slogan AMUL: A gift for someone you love to AMUL: The taste of India was phenomenal and will continue post the visionary too.  But his indelible mark on the brand AMUL that truly inspires brand India is undoubtedly admiring. All through the saga Dr Kurien demonstrated a small truth, yet a mammoth of encouragement to entrepreneur India that if undue attention is placed on your common product with out-of the-box ideas, one could beat the multinationals in their home land leave alone in our country. This underlying truth should encourage the youth to take up more innovative initiates in their entrepreneurial skills and success is not far away. Longlive such visionaries who teach us even when they are not amidst us....(With inputs from internet-AW AarKay)