Farmers who stopped selling alone

In the 1940s, dairy farmers in Kaira district, Gujarat, sold milk through middlemen who set low prices. Alone, each farmer had no bargaining power.

In 1946 they formed a cooperative to collect and sell their milk together. Verghese Kurien joined soon after and helped build processing plants and the Amul brand.

The Amul model later helped make India one of the world's largest milk producers.

What you can use from it

• Small businesses together can negotiate like a big one: buying groups, shared delivery, joint marketing.
• Fair, written rules make partnerships last.
• Owning your brand gives you control over your price.