Mumbai, December 24, 2024: Legendary Indian filmmaker Shyam Benegal’s 1976 film Manthan was a pioneering project in Indian cinema, highlighting the country’s White Revolution and the transformative role played by dairy farmers in India. The film, which went on to make an indelible mark at the Cannes Film Festival, was not only a major milestone in Indian cinema but also a unique example of crowd funding for a film.
The making of Manthan was a monumental effort, especially considering that it was one of the first films in India to raise funds through crowd funding. Benegal’s vision for the film was rooted in portraying the success story of the White Revolution and the formation of the cooperative dairy movement. However, a major challenge stood in the way – funding.
In a bold move, the director turned to the farmers themselves for financial backing. He approached the members of the Gujarat Cooperative Milk Marketing Federation (GCMMF), which was the backbone of the White Revolution, and convinced them to invest in the film. The response was overwhelming, with thousands of milk farmers contributing small amounts to fund the project. The collective effort of the farmers led to the film’s realization, and Manthan was made with the money raised from the grassroots level.
The film not only shed light on the success of the White Revolution but also became a symbol of the power of collective action. It premiered at the Cannes Film Festival and was later released to widespread acclaim. Benegal’s Manthan is remembered today not just for its cinematic excellence but for being a trailblazer in how films can be funded and supported by communities.
