46652132 operation flood white revolution

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Operation Flood White RevolutionMuhammad Ali 2007-va-378 Bs(Hons) Dairy Technology


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Operation FloodOperation 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 nationwide milk grid

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Operation FloodIt resulted in making India the largest producer of milk and milk products, andhence is also called the White Revolution of India. It also helped reduce malpractices by milk traders and merchants. This revolution followed the Indian greenrevolution and helped in alleviating poverty and famine levels1/11/2011 Muhammad Ali 3


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Operation FloodGujarat-based Amul (Anand Milk Union Limited) was the engine behind the successof 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).1/11/2011 Muhammad Ali 4


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Operation FloodHis work has been recognised by the award of a Padma Bhushan, the Ramon Magsaysay Award for Community Leadership, the Carnegie-Wateler World Peace Prize, the World Food Prize

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IntroductionOperation Flood has helped dairy farmers, direct their own development, placingcontrol 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.1/11/2011 Muhammad Ali 6


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IntroductionThe 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.

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objectives. Operation Flood's objectives included1.

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Increase milk production ("a flood of milk") Augment rural incomes Fair prices f

or consumers

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Programme ImplementationOperation Flood was implemented in three phases.1. 2. 3.

Operation Flood Phase I Operation Flood Phase II Operation Flood Phase III

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Operation Flood Phase IPhase I (19701980) was financed by the sale of skimmed milk powder and butter oildonated by the European Union (then the European Economic Community) through theWorld Food Programme. NDDB planned the programme and negotiated the details ofEEC assistance.

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

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Operation Flood Phase IOperation 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 corers.

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

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Operation Flood Phase IIOperation Flood Phase II (19811985) increased the milksheds from 18 to 136; 290 urban markets expanded the outlets for milk. By the end of 1985, a self-sustainingsystem of 43,000 village cooperatives with 42.5 lakh milk producers were covered.

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Operation Flood Phase IIDomestic milk powder production increased from 22,000 tons in the preproject year to 1,40,000 tons by 1989, all of the increase coming from dairies set up underOperation 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.1/11/2011 Muhammad Ali 15


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Operation Flood PhaseIIIPhase III (19851996) enabled dairy cooperatives to expand and strengthen the infrastructure required to procure and market increasing volumes of milk. Veterinaryfirst-aid health care services, feed and artificial insemination services for cooperative members were extended, along with intensified member education.1/11/2011 Muhammad Ali 16


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Operation Flood PhaseIIIOperation 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.1/11/2011 Muhammad Ali 17


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

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Operation Flood's successOperation 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.



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Operation Flood's successIn 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 levelinstitutions. 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 forEcological Security (FES), Anand.



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SummaryFrom the outset, Operation Flood was conceived and implemented as much more thana 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 experimentconfirming the Rural Development Vision1/11/2011 Muhammad Ali 21


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ReferencesRamdas, Sagari R. and Nitya S Ghotge. 2006. India's Livestock Economy. "The Forsaken Drylands", Seminar Issue # 564, August 2006. Welcome to Amul - The Taste ofIndia Magazine: India Today- special issue: April 21, 2008. page no. 96. http://www.nddb.org/aboutnddb/operatio nflood.html1/11/2011 Muhammad Ali 22


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46652132 operation flood white revolution

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