White revolution

White revolution

1. White Revolution  ( Operation Flood) By, Siddharth Bhatt (100101110006) Keval Patel (100110111007) Niraj Ramwani (100110111008) Darshan Bhanushali (100110111009) Yogiraj Jadeja (100110111010)

2. Operation Flood Operation Flood was a rural development programme started by India's National Dairy Development Board(NDDB) in 1970. One of the largest of its kind, the programme objective was to create a nation wide milk grid.

3. Operation Flood It resulted in making India the largest producer of milk and milk products, and hence is also called the White Revolution of India . It also helped reduce malpractices by milk traders and merchants . This revolution followed the Indian green revolution and helped in  alleviating poverty and famine levels.

4. Operation Flood Gujarat-based Amul ( Anand Milk Union Limited) was the engine behind the success of Operation Flood and in  turn became a mega company based on the cooperative approach . Verghese Kurien (chairman of NDDB at that time), then 33, gave the professional management skills and necessary thrust to the cooperative, and is considered the architect of India's 'White Revolution'(Operation Flood).

5. Operation Flood His work has been recognised by the award of a Padma Bhushan , The Ramon Magsaysay Award for Community Leadership, T he Carnegie- Wateler World Peace Prize, T he World Food Prize.

6. Introduction Operation Flood has helped dairy farmers , direct their own development, placing control of the resources they create in their own hands . A 'National Milk Grid ', links milk producers throughout India with consumers in over 700 towns and cities, reducing seasonal and regional price  variations while ensuring that the producer gets a major share of the price consumers pay.

7. Introduction The bedrock of Operation Flood has been village milk producers'  cooperatives, which procure milk and provide inputs and services , making modern management and technology available to members.

8. Objectives Operation Flood's objectives included 1. Increase milk production("a flood of milk") 2. Augment rural incomes 3 . Fair prices for consumers

9. Programme Implementation Operation Flood was implemented in three phases : 1. Operation Flood Phase I 2. Operation Flood Phase II 3. Operation Flood Phase III

10. Operation Flood Phase I Phase I (1970 - 1980) was financed by the sale of skimmed milk powder and butter oil donated by the European Union ( then the European Economic Community ) through the World Food Programme . NDDB planned the programme and negotiated the details of EEC assistance . Operation Flood Ph ase I  Phase I ( 19 70± 19 80) w as financed by thesale of skimmed milk po w der and butteroil donated by the European Union(then the European Economic Community)through the World Food Programme.  NDDB planned the programme andnegotiated the details of EEC assistance.                                                                                                                                                                                                  

11. Operation Flood Phase I During its first phase, Operation Flood linked 18 of India's premier milk sheds with consumers in India's major metropolitan cities: Delhi, Mumbai , Kolkata and Chennai . Thus establishing mother dairies in  four metros.

12. Operation Flood Phase I Operation flood, also referred to as  ”White Revolution” is a gigantic project propounded by Government of India for developing dairy industry in the country . The Operation Flood -1 originally meant to be completed in 1975 , actually the period of about nine years from 1970-79, at a total cost of Rs.116 cr.

13. Operation Flood Phase I As start of operation Flood-1 in 1970 certain set of aims were kept in view for the implementation of the programmers . Improvement by milk marketing the organized dairy sector in the metropolitan cities Bombay, Calcutta, Madras, Delhi . The objectives of commanding share of milk market and speed up development of dairy animals respectively hinter lands of rural areas with a view to increase both production and procurement .

14. Operation Flood Phase II Operation Flood Phase II (1981 - 1985) increased the milk sheds from 18 to 136; 290 urban markets expanded the  outlets for milk . By the end of  1985 , a  self-sustaining system of 43,000 village  cooperatives with 42.5 lakh milk producers were covered .

15. Operation Flood Phase II Domestic milk powder production increased from 22,000 tons in the pre-project year to 1,40,000 tons by 1989, all of the increase coming from dairies set up under Operation Flood . In this way EEC gifts and World Bank loan helped promote self-reliance. Direct marketing of milk by  producers cooperatives increased by several million litres a day .

16. Operation Flood Phase III Phase III (1985 - 1996 ) enabled dairy cooperatives to expand and strengthen the infrastructure required to procure and market increasing volumes of milk . Veterinary first-aid health care services, feed and artificial insemination services for cooperative members were extended, along with intensified member education .

17. Operation Flood Phase III Operation Flood's Phase III  consolidated India's dairy cooperative movement , adding 30,000 new dairy cooperatives to the 42,000 existing societies organized during Phase II . Milksheds peaked to 173 in 1988-89 with the numbers of  women members and Women's Dairy Cooperative Societies increasing  significantly .

18. Operation Flood Phase III Phase III gave increased emphasis to research and development in animal health and animal nutrition . Innovations like vaccine for  Theileriosis, by passing protein feed and urea-molasses mineral blocks, all contributed to the enhanced productivity of  milk animals .

19. Operation Flood's success Operation Flood's success led to NDDB evolving similar programmes for other commodities . Where potential synergies exist , NDDB has created commercial firms to exploit these for the benefit of rural producers. Some of NDDB's commercial operations include: Indian Immunologicals Limited (IIL), Hyderabad, IDMC Limited (IDMC), Anand , Mother Dairy Fruit & Vegetable Private Limited (MD F&V), Delhi and Dhara Vegetable Oil and Foods Company Limited(DOFCO), Vadodara.

20. Operation Flood's success In its larger interest to promote the development of cooperatives NDDB has set up separate units and works in close association with a number of national level institutions . Some of these include: Sabarmati Ashram Gaushala ( SAG), Bidaj , Animal Breeding Centre (ABC), Salon , Institute of Rural Management, Anand ( IRMA), National Cooperative Dairy Federation of India (NCDFI), Anand and Foundation for Ecological Security (FES), Anand .

21. Housewife brings white revolution in her village LOHARDAGA: 35-year-old Premavati Devi was an ordinary housewife, in Jiling village in Lohardaga district. People in her own village hardly knew her . But all this changed in 2002 and Premavati shot to fame, after she took a revolutionary step towards women empowerment in the village . She has brought a white revolution in her village, through a Self Help Group she formed in 2002-03 .

22. Housewife brings white revolution in her village Before the formation of the SHG, Surya Mahila Mandal , the villagers could barely get milk to perform their daily rituals . But now, the villagers not only consume milk produced in their own village but they also supply over 200 litre of milk per day to Lohardaga Dairy . The credit for this white revolution in the village goes to Premavati , who is the secretary of the SHG which has 10 members .

23. Housewife brings white revolution in her village After a year of its formation, the SHG took a loan of Rs 3 lakh from Swarn Jayanti Gram Swarojgar Yojana (SJSY) and bought 10 cows. With grit and determination the members soon cleared the loan and began making profit from the labour . Within no time they brought additional 40 cows all with their own investment. The SHG is linked to the dairy which collects milk and makes timely payment. "For better care we domesticate the cows in our respective homes, but the milk is supplied from one centre where the dairy vehicle comes for collection. The centre is my home where I maintain a register of production and supply," Premavati said. Income from the supply is distributed among the members according to their production, she said and added that eacg member earns a net profit of minimum Rs 2,000 per month .

24. Housewife brings white revolution in her village "Scarcity of water and hike in fodder rate has reduced our income to a certain extent. We have demanded with the dairy authority to increase the purchase rate of the milk," she said. Premavati has become an inspiration in the village and at least 24 individuals, mostly men have begun to rear cows. Premavati's husband, Brahmadeo Bharti a farmer by profession helps her with the same zeal that she shows in assisting him in farming .

25. Summary From the outset, Operation Flood was conceived and implemented as much more than a dairy programme. Rather, dairying was seen as an instrument of development, generating employment and regular incomes for millions of rural people . A World Bank Report 1997 says: Operation Flood can be viewed as a twenty year experiment confirming the Rural Development Vision.

26. References Wikipedia Times Of India Economics Times http :// www.scribd.com

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