"AMUL Butter made of f
resh cream could not attract customers initially in India as people were too used to Polson's taste"
I couldn’t believe when I read it and tried to explore as to what was so special about the first dairy brand in the country which changed the way people used to purchase butter in India.
Britishers are credited for establishing Military Dairy Farms in India when British Army felt that its battalions needed butter. ‘Civilians’ then could only be able to buy butter it if there was a surplus.
In 1915, Pestonjee Edulji Dalal (nickname Polly gave the brand its name) founded Polson's in Mumbai. In year 1930, the first dairy was set up in Anand, Gujarat at a cost of approx. ₹7 lakh.
Prior to it, people used to purchase butter directly from the milkman. Having employed non-Indians initially, Polson's supplied butter and Pure Coffee to the British Indian and American forces during World War I. When at its peak, Polson was producing up to 5 tons of butter every day in order to meet the demands of the forces. It i
Prior to the birth of AMUL, Polson was known to let its cream sour for some days post which the stale cream was heavily salted and processed further to make butter. This was Polson’s way to ensure the preservation of butter. This made their customers used to the specific taste and they weren’t ready to accept any change in the taste.
However, it was sheer market dominance of Polson’s which led to certain regulatory changes in the country in dairy farming and further establishment of a cooperative that ultimately became the well-known AMUL.
With once enjoying the #monopoly wherein buttering (flattering) was often called as 'Polsoning', the #brand could not be revived after Edulji's family couldn't take the business further. The fantastic #marketing campaign of #AMUL (polka dot girl with who had the perfect puns for any given trend in the country at the time) took over the market and rest is history!!
With their primary focus changed over the years, Polson’s today is one of the leading suppliers of natural tannin materials and eco-friendly leather chemicals of Indian origin to the international leather #industry.
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