Operation Flood (White Revolution)

Here we shall discuss about Operation Flood or White Revolution which aimed to create nation wide milk grid.

Operation Flood

1) Launched in 1970 by National Diary Development Board with commodity gifts from the European Economic Community, which included skimmed milk powder and butter oil. Proceeds from the sale of these products were used to finance the operation.

2) Also called White revolution,
Father of White Revolution is considered as Verghese Kurien.

3)  Aim: 
Creation of nationwide milk grid, linking producers throughout the country with the consumers in various cities and towns.

Objectives:
a) Increase milk production in the country,
b) Provide employment to rural people,
c) Fair prices to be paid by consumers.

4) Started from Karia district of Gujarat

5) AMUL: Anand Milk Union Limited - was the engine behind the success of the program.

6) It made our country self-sufficient in milk which was achieved through cooperative structure :

a) Village level: Primary Village Cooperative Societies,
b) District level: District Unions,
c) State level: State Federations,
d) Apex body for milk Cooperative Societies: National Cooperative Dairy Federation of India.

7) It is world's biggest dairy development program.

8) It was launched in three phases:

First Phase [1970 - 1980]:

i) This phase was financed by selling skimmed milk and butter oil which was donated by European Economic Community (European Union) under World Food Program.

ii) Linked 18 of India's milksheds with consumers in four metropolitan cities: Delhi, Mumbai, Chennai and Kolkata.

iii) Aims of this phase: 

a) Increase producers share in the milk market,

b) Speeding up development of dairy animals in rural areas to increase the milk production and procurement.

c) Improve organized diary sector in 4 metropolitan cities via marketing.

 Second Phase [1981 - 1985]:

i) Milksheds increase from 18 to 136,

ii) By the end of 1985, a self-sustaining system of 43,000 village cooperatives with 4,250,000 milk producers were covered,

iii) Milk powder production increased in domestic market, all coming from dairies that were setup under Operation Flood,

iv) Helped to promote self-reliance,

v) Direct marketing of milk by the producers increased by cutting down the role of middlemen in the process.

Third Phase [1985 - 1996]:

i) Helped to consolidate India's dairy cooperative movement,

ii) No. of milksheds increased to 173, with increasing participation of women members and Women's Dairy cooperative Societies.

iii) Laid emphasis on research and development on animal health and its nutrition,

iv) The productivity of milk producing animals increased due to innovations like:

a) vaccine for Theileriosis, 

b) urea-molasses mineral blocks and

c) bypassing protein feed

v) Expanded and strengthened the infrastructure required for procuring and marketing increasing volumes of milk that is produced, 

vi) Veterinary health care centres were opened offering first-aid services for animals,

vii) Extended feed and artificial insemination services for cooperative members

9) Features of the program:

a) Adoption of new technology and methods for cattle in animal husbandry,

b) Composition of feed ingredients was changed in different proportions,

c) Different producer costs was fixed on a sliding scale 

10) Advantages:

a) Made India self-sufficient and self-reliant in milk production,

b) Reduced imports from other countries,

c) Made us largest producer of milk in the world,

d) Changed our role from being an importer of milk to an exporter,

e) Provided employment in rural areas,

f) Reduced seasonal and regional price variations,

g) Cut the role of middle men so major portion of price paid by consumer was received by the producer.

Read about: Draft National Action Plan for Dairy Development