Manthan (Hindi: मन्थन, Urdu: منتھن) (The Churning), was a 1976 Hindi film made by Shyam Benegal, based on a story written jointly by, Verghese Kurien (the Father of White Revolution in India, and director, Shyam Benegal, it is set amidst the backdrop of the White Revolution of India (Operation Flood) which started in 1970, ushering an era of plenty, from a measly amount of milk production and distribution. Aside from the great measurable success that this project was, it also demonstrated the power of "collective might".
The film went on to win, the 1977 National Film Award for Best Feature Film in Hindi and National Film Award for Best Screenplay for Vijay Tendulkar, and was also Indian submission for the Academy Award for Best Foreign Language Film for 1976.
The title song (whose lyrics go Mero gaam kathaparey) was sung by Preeti Sagar. She won the filmfare award for best female singer for that year. >, the song was later used as the soundtrack for the television commercial for Amul .
Eventually this led to the initiation of White Revolution of India in 1970, by creating a ‘Nationwide Milk Grid’, and setting up of ‘Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF) in 1973, whose 5, 00,000 members, jointly financed the film, by donating Rs. 2 each . Upon its release, truckloads of farmers came to see 'their’ film, thus making it a box office success .
In the film, Dr. Rao, comes to a village, to set up a dairy cooperative, which upsets not just the middlemen, who were hitherto exploiting the villagers, but also the age-old feudal structure of the village, soon an uprising is sparked among the local untouchables, which leads to an economic revolution as well .
Manthan Systems Appoints Parker Avery as Strategic Partner to Jointly Offer Strategy, Best Practice Guidance and Cutting Edge Business Intelligence Capabilities to Retailers.
Jan 19, 2010; Peter Charness, President of Manthan Systems US announced the appointment of The Parker Avery Group as a Manthan...