Amul has emerged as the leading brand in Asia, according to a survey conducted by the Global Market Research organization Synovate to find out Asia’s top 1000 Brands. The research was done in nine markets namely China, Hong Kong, Taiwan, The Philippines, Thailand, Malaysia, Singapore, Indonesia and India. The survey covered 12 major products and service categories. Synovate interviewed people aged between 15 and 64 years.
Amul, a brand owned by the 26 lakh milk producers of Gujarat has once again demonstrated that when farmers are given the instruments of development in their hands they can work wonders. The billion dollar Gujarat Co-operative Milk Marketing Federation, the apex body of 13 district milk producers’ unions has been instrumental in making Amul a brand to reckon with.
“Co-operation amongst Co-operatives to serve the interests of the milk producers and providing quality products to consumers ensuring value for money has been the backbone of Amul. This brings a lot of passion and energy in the system which has now been recognized and reported by the consumers through this survey” Shri B. M. Vyas, Managing Director, GCMMF said.
Amul’s strategy of using “umbrella branding” has paid off, according to Shri R. S. Sodhi, Chief General Manager, GCMMF “Our strength comes from consistency, trust and relevance of our products.” Shri Sodhi claimed that Amul’s advertising and marketing spend has never exceeded 1% of its revenues.
GCMMF, which ended 2006-07 with a sales turnover of Rs. 4,278 crores launched quite a number of products during the past two years.