Then-Prime Minister Lal Bahadur Shastri visited Anand to inaugurate Amul's cattle feed factory.

After returning to Delhi, he set in motion the creation of an organisation, the National Dairy Development Board (NDDB), to replicate the Kaira cooperative in other parts of India.

[16] With Kurien's help, the process was expanded on a commercial scale, which led to the first modern dairy cooperative at Anand.

[17] The success of the trio (T. K. Patel, Kurien, and Dalaya) at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat.

Within a short span, five unions in other districts—Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat – were set up, following the approach sometimes described as the Anand pattern.

DaCunha created an operation consisting of a series of hoardings featuring topical ads related to day-to-day issues.

In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar were involved in sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement campaigns.

Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the development of the ads.

[22] On 17 October 2016, the Amul Butter Girl celebrated 50 years since she first appeared in the topical ad, titled "Thoroughbred".

In July 2024, Amul featured Maya Neelakantan, a ten-year-old guitar prodigy who auditioned for America's Got Talent season 19 in June 2024.