s ▁making ▁of ▁co oper ative ▁da ir ying ▁a ▁form id able ▁market ing ▁entity ▁and ▁his ▁opposition ▁to ▁its ▁priv at isation ▁and ▁global isation ▁correct , ▁with ▁hardly ▁any ▁private ▁corpor ate ▁or ▁mult in ational ▁brand ▁making ▁any ▁profit ▁in ▁the ▁mark ets , ▁right ▁since ▁da iry ▁business es ▁were ▁opened ▁up ▁for ▁them , ▁even ▁as ▁Am ul ▁and ▁other ▁state ▁feder ations ' ▁co oper ative ▁br ands , ▁sur ge ▁way ▁ahead ▁profit ably ▁as ▁market ▁leaders ▁in ▁India , ▁with ▁Am ul ▁busy ▁export ing ▁to ▁many ▁other ▁countries , ▁even ▁after ▁him . ▁ ▁In ▁popular ▁culture ▁Film - maker ▁Sh y am ▁Ben eg al ▁wanted ▁to ▁make ▁Man than ▁(" ch urn ing ▁of ▁the ▁milk ▁ocean ", ▁in ▁H indu ▁myth ology ) ▁a ▁story ▁based ▁on ▁Am ul , ▁but ▁lack ed ▁funds . ▁Kur ien ▁got ▁his ▁half ▁a ▁million ▁member - f arm ers ▁to ▁contribute ▁a ▁token ▁two ▁ru pe es ▁each ▁for ▁the ▁making ▁of ▁the ▁movie . ▁It ▁struck ▁a ▁ch ord ▁with ▁the ▁audience ▁when ▁it ▁was ▁released ▁in ▁Gu jar at ▁in ▁ 1 9 7 6 . ▁T ruck loads ▁of ▁far mers ▁came ▁to ▁see ▁" the ir ▁film ", ▁making ▁it ▁a ▁success ▁at ▁the ▁box ▁office , ▁emb old ening ▁distrib utors ▁to ▁release ▁it ▁before ▁aud ien ces ▁nation wide . ▁It ▁was ▁crit ically ▁acc laimed ▁and ▁went ▁on ▁to ▁win ▁national ▁awards ▁the ▁following ▁year