Amul is affordable and easily available for the masses

Gujarat Co-operative Milk Marketing Federation Ltd that markets AMUL surely has a long way to go. This leading brand in the Dairy industry took franchising in 2001 and now has 8000 franchise units. R.S Sodhi, Managing Director, Amul spoke to us on his vision for the company and what’s next for AMUL now…

Tell us what makes your brand promising?

Amul has been an undisputed leader not only in the packaged dairy products in India but also in the packaged foods category as a whole. Amul enjoys immense consumer trust across the nation as well as in many parts of the world because of its consistent supply of essential and nutritional food products like milk, butter, ghee, cheese, milk powders, ice-creams, chocolates and many more. Amul has always been at the forefront of innovation and the consumers have been relishing the offerings from AMUL which are easily available and affordable for the masses.

So, what’s the vision ahead?

Amul symbolises more than three million milk producers of the country who have embraced latest technology and professional management in conducting its business. Starting with a humble beginning of collecting few litres of milk per day, Amul today procures more than 100 lakh litres of milk every day. This milk is processed and sold in various forms in India and abroad and clocking an annual turnover in excess of Rs. 20,000 Crore. Amul’svision shall be to continue expanding its frontiers and provide nutritious food products to the country while staying true our value of innovation and integrity.

What inspired you to decide on for the franchise route?

As we started rolling out new products at Amul, we felt that exclusive retail outlets was the only way of showcasing our entire range of products available in more than 400 Stock Keeping Units to our discerning consumers. Thus we tested the concept of putting up an Amul exclusive outlet in the year 2001 which was a runaway success from day one. Franchising was a very logical method of expanding our count of exclusive outlets and since then there has been no looking back.

Where do you see Amul five years down the line?

We see our leadership to continue in different categories in the coming times. We also see our brand to redefine the consumption patterns of various functional foods and also develop new categories in the dairy industry catering to the fast evolving Indian consumer.

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