Business profile: Amul - Dairy Co-operative • India | Harnessing people power | Featuring Marketing Professor Dr. K. Suresh

Show Notes: Business Innovators Podcast: Amul Episode Overview: In this episode, we explore the remarkable journey of the Gujarat Cooperative Milk Marketing Federation, better known as Amul. From starting out as a small-scale movement led by a small band of farmers to becoming a global dairy powerhouse, Amul's story is one of innovation, resilience, and the power of cooperation. Dr K Suresh, Associate Professor in the marketing faculty at Anurag University in India, shares his expert opinion on the cooperative's marketing strategy. He zooms in on some of the dynamic ways it responded to the challenges of the Covid-19 pandemic. Key Topics Covered: 1:25 - PART ONE: Delivering Value 1:28 - Founding story and mission Protecting farmers from exploitation by middlemen Founded by independence activist who worked with Mahatma Gandhi 1:50 - Business model: Balancing farmer and customer value 2:24 - Dr. Suresh on Amul's value philosophy "Value for money at both ends" - affordable prices for customers, fair pay for farmers 3:11 - Product diversification strategy Started with milk, expanded to ice cream, cheese, and more 3:38 - COVID-19 response: New product launches Amul Turmeric, Amul Haldi, Amul Ginger (immunity-boosting milk) 50% increase in UHT milk production for longer shelf life 4:56 - Investing in people development Institute of Rural Management (founded 1979) Early responsibility for professional managers Democratic structure nurturing grassroots talent 6:02 - Infrastructure and community development Making villages attractive places to live and work Dairy tours to instill farmer pride 6:33 - PART TWO: Investing in Marketing 6:42 - Brand name origin "Amul" derives from Sanskrit word meaning "priceless" 7:02 - Advertising campaign history 7:12 - Dr. Suresh on the 50-year advertising campaign Started mid-1960s, longest running campaign in the world. Below are examples from the campaign: Created iconic mascot: the Amul girl "Utterly Butterly Delicious" tagline 8:33 - Marketing adaptation during COVID-19 Sponsoring mythological TV serials during lockdown Retro advertising: Replaying 1980s/1990s ads to tap into nostalgia 10:33 - Feature film strategy (1970s) Crowdfunded film about cooperative's founding struggles Commercial success and Academy Awards submission Used for farmer recruitment 11:28 - PART THREE: Fostering Collaboration 11:34 - Democratic structure and values 3 million farmer-owners with equal say Open to all regardless of religion, caste, or gender Embodies Indian Independence movement values 12:10 - Social mission and government support Empowering farmers near poverty line 1970s: European Economic Community donated surplus dairy products 12:34 - Overcoming opposition and smear campaigns Dr. Varghese Kurien's response to attacks "When power of the people is unleashed, it disturbs others" 12:59 - Scaling through collaboration Joining with other dairy cooperatives nationwide "One stick can be broken, a hundred together cannot" 13:20 - Partnership strategy Deals with American and European dairy cooperatives Direct delivery partnerships during COVID (500 resident welfare associations) 14:14 - Episode recap and closing Episode sources I Too Had a Dream by Verghese Kurien and Salvi Gouri Amul's India : Based on 50 Years of Amul Advertising by Dacuncha Communication by Santosh Desai and the Gujarat Co-operative Milk Marketing Federation Ltd. Links & Resources: Learn more about Amul: Amul Official Website Show sponsor: Ease of Mind Productions – making audiobook recording easy (easeofmind.co) Connect with Us: Website: businessinnovators.global Email: [email protected] Feedback and suggestions welcome! Please rate, subscribe, and share. Thank you for listening to Business Innovators. Stay tuned for more stories and strategies to help you grow your company!