As part of a fresh initiative aimed at honoring the often-overlooked heroes of rural India, Amul has introduced “Floating Stories,” an innovative campaign spotlighting the remarkable narratives of women dairy farmers who have triumphed against all odds and reshaped their destinies. Central to this campaign is a noteworthy revelation: Amul, the world’s largest farmer-owned dairy cooperative, owes its success to women. With a staggering count of 3.6 million female farmers, the campaign highlights how these women have defied societal norms, emerging as the driving force behind India’s dairy sector.
“In a landscape where women often face systemic barriers, these farmers stand tall, rewriting the narrative of empowerment and success,” said a release.
Floating Stories is a groundbreaking exhibition of photostories, a first-of-its-kind initiative aimed at motivating, inspiring, and transforming the lives of Indian women. These photostories, printed on milk, showcase the journeys of financially and socially successful women dairy farmers associated with Amul. This innovative approach not only introduces a unique element but also serves as a powerful symbol, highlighting the symbiotic relationship between these women and milk. It’s a tribute that comes full circle, illustrating how their narratives can serve as sources of inspiration and empowerment for other women.
“Inspired by the visionary words of Dr Kurien, who envisioned Amul as an “empowerment mission,” the campaign aims to ignite hope and aspiration among millions of women across India,” said Vandana Joshi, President and Head of Office, FCB Ulka, Mumbai.
“These are not tales of urban glamour but narratives of resilience from the heartland, where women have turned challenges into opportunities and cowsheds into cornerstones of prosperity.”
“The essence of Amul’s mission lies in the belief that every drop of milk symbolizes a story of transformation. Hence, the innovative approach of “Floating Stories” was born, weaving together art, technology, and tradition to captivate audiences and spark conversations,” she added.
Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation (Amul), also said at the core of Amul’s mission lies the well-being of farmers. With 3.6 million dedicated women dairy farmers driving the success of Amul, they epitomize empowerment. Their tireless commitment serves as the bedrock of our cooperative, inspiring us each day. Amul’s dedicated to enhancing societal happiness and advancing India’s progress, is palpable and unwavering.
In recognition of Amul’s efforts to champion gender equality, empowerment, and inclusive growth, ‘Floating Stories’ emerges as a beacon of hope, education, and inspiration in a country rich with narratives, notes a release from the campaign adding that, as the ripples of these tales spread far and wide, they pave the way for a brighter future, more inclusive India. And as a first-time-ever exhibition like this, it is a very poetic way to salute these women and their stories. How just a spoonful of milk can bring their stories to life.
