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Past Issue • Oct-Dec 2015

Amul: A Business Strategy Built on Value for Many

Amul: A Business Strategy Built on Value for Many

There are very few brands that evoke a sense of nostalgia, satisfaction and pride the way Amul does. Whether it’s Amul’s witty socio-political ads or catchy taglines, or be its famous mascot – all have defined Indian marketing and branding distinctly. R S Sodhi, Managing Director, Amul (Gujarat Cooperative Milk Marketing Federation) visited ISB recently. He was interviewed by C Chitti Pantulu, Director, Marketing and Communications, ISB. Excerpts from the interview.

Chitti Pantulu: We have all grown up with Amul in many senses. The brand is identifi ed with Dr Verghese Kurien; so how has the change been since he passed away?
R S Sodhi: Dr Kurien passed away about two and a half years back but he had retired from Amul in 2006, when he was about 75 years old. He has imbibed a value system in the organisation and those ideals and values continue to be a great source of guidance and inspiration for all of us at Amul – the organisation is still functioning in the same way as it did when Kurien was there and nothing has changed. Fortunately the top management of Amul – be it me or my colleagues, all of us have had the opportunity of working with him, right from our day one – we are still in our first job, since the last 30 years. His style of management, his business strategies, his values are still there. If the organisation gets into any trouble, we try to visualise how Dr Kurien would have dealt with it. And this solves a lot of problems. Sometimes this even helps us to convince others also.

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