Network Past Issues

“So easy to buy an ice cream!”

The Amul parlour at IRMA is, in many ways, symbolic of Dr. Kurien’s dream

“What is great about entrepreneurship is that entrepreneurs create the tangible from the intangible...” (Robert Herjavec, Croatian-born Canadian businessman, investor, and media person)

IRMA’s bucolic setting has lately acquired a festive look. All thanks to a neatly set up picture perfect eatery canopied by lush, gigantic trees as soon as you enter the gate. And yet, about two months ago, students at IRMA were scouting about askance looking for a place to flop down with their bags and chat with friends while munching a sandwich and sipping a chilled beverage taking in the surrounding foliage. The student’s mess, which opens at set timings did not offer a wholesome alternative. Nor did the IRMA cooperative store that remains open for two hours in the evening, barring Saturdays. The students, tired and ravenous after day-long classes, would be seen crowding around Amul parlours in the city. Those without a vehicle or bereft of transport would have to either go hungry or wait for the IRMA mess to become active.

The demand for an on-campus noshery was a strong, long-felt one.

Even as the students were mulling over their plight a bubbling young college graduate, Mittal Prajapati, was dreaming of setting up her own outlet somewhere in Anand. For the 23-year-old the food industry was not virgin territory. She had cut her tooth in the fast food business managing her uncle’s pizza bistro at Vallabh Vidyanagar, a favourite student hangout hub next to Anand. The IRMA students’ mess committee had, in the meantime, approached the petite Gujarati ben requesting her to start a small outlet for an hour in the evening.

A dream was about to be realized.
“I had always thought of doing something big,” grins young Mittal. “I was certain the only way I would be able to achieve my objectives was by going abroad and getting an education.” Little did she know that opportunity was knocking inside IRMA and at its gates, no less.

It is said that discussions pave the way to new ideas and opportunities.
It was a random discussion that led to the idea of launching an Amul franchise at IRMA. The road ahead was uphill with a capital requirement of Rs. 6-7 lakh. Besides, would the Gujarat Cooperative Milk Marketing Federation (GCMMF) give a contract to a four-feet-something local fille with big dreams but scant resources? This hurdle was crossed sooner than expected with the GCMMF allowing her to sign the contract and assuring her of managerial help at the same time.

The financial hurdle was bridged with a little more difficulty with the banks refusing to unloosen their purse strings. But the fierce little entrepreneur wasn’t giving up so easily. Managing through private loans she set up shop in no time.

She says with pride brimming in her voice, “Having grown up with Amul I am proud of being part of the giant cooperative movement started by Dr. Kurien. I remain thankful to GCMMF for extending a helping hand and allowing me to continue his remarkable legacy.” What is more, Mittal’s new ‘business’ has given her a sense of independence both financially and emotionally. “It has helped me to stand tall among women entrepreneurs,” she gushes saying that she would like to start of chain of Amul outlets sometime in the future.

Symbolizing Dr. Kurien’s dream the Amul outlet at IRMA caters to not just IRMA denizens but to the world at large. Housewives taking a leisurely stroll pick up an extra packet of milk while ordering a pizza for dinner and students wishing to indulge their taste buds go for an extra scoop of ice cream. As for the kids, they have been jumping for joy ever since the shiny new entity appeared at the IRMA entrance gate.

One kid beamingly said, “We don’t have to wait for our mothers to take us to the nearest Amul outlet as we can walk down and spend our pocket money at will. It is so easy to buy an ice cream now!”

By: Pooja (Malashri) Mannari
pooja@irma.ac.in