AR-670:INTEGRATED RURAL DEVELOPMENT M. U. R. P. 2nd Semester

K.V.Abhishek 12511009 MURP-1 Page 1

INTEGRATED RURAL DEVELOPMENT

Assignment-2:RURAL DEVELOPMENT

PROGRAMMES

OPERATION FLOOD

THE WHITE REVOLUTION OF INDIA

ANAND PATTERN DAIRY COOPERATIVE

K.V.ABHISHEK MURP – 1 12511009

AR-670:INTEGRATED RURAL DEVELOPMENT M. U. R. P. 2nd Semester

K.V.Abhishek 12511009 MURP-1 Page 2

Operation Flood: White Revolution of India Introduction:Operation Flood in India, a project of the National Dairy Development Board (NDDB) was the world's biggest dairy development programme. Launched in 1970, 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 fair market prices in a transparent manner on a regular basis. Dr.Verghese Kurien was the driving force behind this movement. It was intended to create, throughout India, the Anand Pattern dairy cooperative societies similar to those established in Kaira District in Gujarat. The Kaira District Co-operative Milk Producers' Union Ltd. was registered on December 1, 1946 as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, the Polson (brand) dairy, in the small town of Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk, which often went sour in summer, to Polson. The prices of buffalo and cow milk were arbitrarily determined. Moreover, the government at that time had given monopoly rights to Polson to collect milk from Anand and supply it to Bombay city. It is known as the ‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.

The main functions of the amul are as follows:

Collection of surplus milk from the milk producers of the village & payment based on quality & quantity

Providing support services to the members like Veterinary First Aid, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, conducting training on Animal Husbandry & Dairying, etc.

Selling liquid milk for local consumers of the village Supplying milk to the District Milk Union

Outcome: It made India, a milk-deficient nation, the largest milk producer in the world, surpassing the USA in 1998, with about 17 percent of global output in 2010–11, which in 30 years doubled the milk available per person, and which made dairy farming India’s largest self-sustainable rural employment generator. (figures 1 & 2)

Figure 1 Increased Production of Milk in India

AR-670:INTEGRATED RURAL DEVELOPMENT M. U. R. P. 2nd Semester

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Other achievements include:

Storage and Long distance transport facilities

Feeder Balancing Dairies and Milk Chilling Plants

Resettlement of City-Kept Milch Animals in Rural areas.

Increasing milk production and Development of Improved Milch animals.

Organization of rural Milk Procurement systems

Manpower Development and Training.

Figure 2 Milk Production Statistics

Objectives: The main objectives of Operation Flood were:

To make available wholesome milk at stable and reasonable prices to the bulk of city customers-including vulnerable groups like pre-school children and nursing and expectant mothers-with major effects on protein intake.

To enable dairy organizations involved in the project to identify and satisfy the needs of consumers preferences can be fulfilled economically and producers can earn a larger share of the amount paid by the consumers for their milk.

To improve productivity of dairy farming in rural areas with the long term objectives of achieving self-sufficiency in milk thereby bringing about major increases in agricultural output and incomes with special emphasis on the improvement of the income of small farmers and landless people.

To remove dairy cattle from the cities where they represent a growing problem of genetic waste, social cost and public health; and

Year Milk Production(Million tonnes per annum)

Annual Percentage Increase

Over Preceding Year/Period

1940-41 16.61

1945-46 17.47 1.04

1950-51 16.93 0.62

1956-57 19.15 2.63

1961-62 19.84 0.71

1966-67 20.47 0.64

1969-70 20.74 0.44

1970-71 20.79 0.24

1971-72 22.5 8.23

1977-78 28.3 4.3

1978-79 29.11 2.86

1979-80 30.2 3.74

1980-81 31.5 4.3

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To establish a broad basis for the accelerated development of the national dairy industry in the project period as well as the post-project period.

Augment rural incomes. Implementation: Operation Flood was implemented in three phases.

Phase I: Phase I (1970–1980) was financed by the sale of skimmed milk powder and butter vv 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.

During 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.

At start of operation Flood-1 in 1970 certain set of aims were kept in view for the implementation of the programmes. Improvement by milk marketing the organized dairy sector in the metropolitan cities Mumbai(then Bombay), Kolkata(then Calcutta), Chennai(then Madras) and 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.

Phase II : Operation Flood Phase II (1981–1985) increased the milksheds 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 4,250,000 milk producers were covered. Domestic milk powder production increased

from 22,000 tons in the pre-project year to 140,000 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.

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.

Phase 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 milk producing animals.

Merits:

By reducing malpractices, it has helped dairy farmers direct their own development, placing control of the resources they create in their own hands.

It has increased Milk Production in India.

All this was achieved not merely by mass production, but by production by the masses.

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Gave increased emphasis to research and development in animal health and animal nutrition.

Focussed on the training and development at an individualistic level which led to the success of the movement.

Demerits:

Some critics of the project argue that the emphasis on imported breeds of cattle has been instrumental in the decimation of Indian breeds. Foreign breeds give higher yields, but require more feed and are not suited to Indian conditions. Critics also argue that the focus on the dairy sector during this period came at the expense of development, research, and extension work in other areas of Indian agriculture.

Apart from this, a number of constraints hindered the success of the Operation Flood like: cumbersome procedures in some states where reluctance of bureaucrats delayed the approvals, also the cooperative movement did not have sufficient internal strength to fight against the vested interests of higher authorities and succumbed to their tactics.

Some milksheds were inefficiently managed.

Lack of working capital to meet the operating expenses of the FBD plants.(feeder balancing dairy).

Reluctance of State Governments. Remarks: Operation Flood or the White Revolution of India was a remarkable achievement in an area plagued by local politics, superstitions and exploitation. It was the outcome of the tireless working of a man with a vision to empower the rural sector and who truly believed that the rural system is capable of achieving new means of employment. It created awareness among the otherwise illiterate farmers and generated employment with increased milk production. The bedrock of Operation Flood has been village milk producers' co-operatives, which procure milk and provide inputs and services, making modern management and technology available to members.

"Operation Flood can be viewed as a twenty year experiment confirming the Rural Development Vision" ( World Bank Report 1997c.) Conclusion Operation flood has shown that dairying in India is a powerful development tool, by creating a stable outlet of milk produced in rural areas, incomes in villages in many cases have been doubled,standards of living in rural areas has improved and extra income from the milk sold was used for buying cheaper foods, consequently, food energy (calorie) and protein intakes of milch cattle owners were 15-20% higher than those of non owners.However, a number of inferences can be drawn from the study:

An appropriate institutional organizational structure is essential and the most important prerequisite for the success of an agricultural development programme

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Appropriate technology is necessary to obtain greater output from a given amount of land, labor, capital and management.

Equitable access to means of production is necessary

A producer owned and controlled integrated system of production,procurement and marketing is necessary to derive full benefits.

Operation flood demonstrates a good example of how a joint venture involving the Government of India, the state Governments NDDB,IDC,rural producers cooperative unions and federations and UN/FAO-WFP could be successfully executed and managed.

List of references: 1. Rural Development Principles,Policies & Management: Katar Singh,Sage Publications(1986) 2. National Dairy Development Board website: http://www.nddb.coop/English/Pages/default.aspx http://www.nddb.coop/English/Genesis/Pages/Operation-Flood.aspx 3.Wikipedia : http://en.wikipedia.org/wiki/Operation_Flood http://en.wikipedia.org/wiki/Amul http://en.wikipedia.org/wiki/Manthan 4. “Manthan-The Churning” : Bollywood Motion picture Directed by :Shyam Benegal (1976) Produced by : Gujarat Co-operative Milk Marketing Federation Ltd.