Amul-Peta India’s War Of Words Over Vegan Milk

Amul-Peta India's War Of Words Over Vegan Milk

People for the Ethical Treatment of Animals India (Peta India) recently wrote a letter to Amul to switch to vegan milk. Amul in response highlighted the employment created by their co-operative model. Previously, Amul had also issued statement denying soya beverages to be milk products. Let’s have a look at what all happened. And remember to let us know your views on the matter in the comments below.

Crux of the Matter

Recent News
Recently, People for the Ethical Treatment of Animals India (Peta India), wrote a letter to Amul suggesting them to switch to producing vegan milk. In response, Amul MD, R S Sodhi criticised their suggestion.

PETA India

We would again like to encourage Amul to benefit from the booming vegan food and milk market, instead of wasting resources trying to fight the demand for plant-based products that is only growing.

PETA India

The letter by PETA India also gave examples of global companies like Nestle amongst others to show shift towards vegan products.

Response by R S Sodhi

R S Sodhi accused PETA of trying to snatch away the livelihood of farmers by using the “farmers money to market genetically modified Soya of rich MNC at exorbitant prices”.

Amul had earlier published an ad which said that soya beverages including other plant-based products are not milk. PETA, Sharan India and Beauty Without Cruelty filed complaints against this. However, the ASCI had dismissed these complaints.

  • With 22 percent of global milk production, India is the world’s largest milk producer. It is followed by the US, China, Pakistan, and Brazil in the list of top producers of milk in terms of quantity.

Trivia Thursday: Brands Which Aced Marketing In India

Trivia Thursday: Brands Which Aced Marketing In India

Marketing refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It requires a great deal of creativity and decision making to pull a successful marketing campaign. In this week’s Trivia Thursday, let us have a look at 4 Indian brands which aced marketing.

Crux of the Matter

In this week’s Trivia Thursday, let us explore some insane marketing campaigns run

  1. Amul

From its tagline to its topical ad, Amul has always been a brand which is directly associated with
India and its people. In 1966, Amul decided to give their account to the ad agency called Advertising and Sales Promotion (ASP). The company decided to create something that would grab the attention of every housewife in the country.

The agency also designed a campaign as a series of hoardings with topical ads, relating to day-to-day issues with the Amul girl in them. The campaign earned a Guinness world record for the longest-running ad campaign in the world.

2. Cadbury India

  • With its clever marketing campaigns and business tactics, Cadbury has successfully redefined its target market multiple times over the years.
  • With a product targeted towards kids, cadbury expanded its target market by getting Amitabh Bachchan as its brand ambassador.
  • With this move, Cadbury was now able to advertise its product to all age groups.

With campaigns like ‘Shubh Aarambh’, ‘Kuch Achha Ho Jaaye’ and ‘Kuch Meetha Ho Jaaye’, Cadbury made an attempt of substituting the tradition of exchanging or gifting sweets with chocolates.

Accompanied with products like Cadbury Silk and Celebration Package, it skyrocketed the sales and successfully associated the brand with happiness which every age group can enjoy. Cadbury has more than 66% share in India’s Chocolate market

3. Frooti

As competition increased, Frooti was unable to break the brand image of a drink which was majorly consumed by children because from the packaging to the tagline, everything was designed to target kids

So the company launched the ‘Why Grow Up’ campaign to embody the mango spirit and its correlation with childhood. And by hiring ambassadors like Shah Rukh Khan and Alia Bhatt, Frooti was able to capture a larger audience while sticking to its core brand image. 

4. Zomato

  • Zomato started off as a small home project back in 2008 when two techies – Deepinder Goyal and Pankaj Chaddah, frustrated by how tough it was to find restaurant menus online. Backed by Sequoia Capital, Ant Financial (Alibaba) and Neeraj Arora, Zomato is now one of the two largest food delivery platforms in India.
  • None of this success would have been possible without a robust marketing strategy and Zomato has invested heavily in just that.

With an engaging and comparatively unconventional tone of marketing through their social media, Zomato has always stood out from the competition. Their Twitter account adopts a tone that is frivolous, witty and sometimes even counter intuitive. With specific campaigns around festivals and events like IPL, Zomato has mastered the social media side of Marketing.

Read our last week’s Trivia Thursday here: 7 Forgotten Apple Products

Amul: Recent Issue & Cooperative Model

Amul: Recent Issue & Cooperative Model

Recently, Amul was caught up in a controversy, facing backlash on social media for sponsoring Sudarshan TV, which is accused of showing biased and controversial content. Nevertheless, with its unique business model, Amul has helped millions of farmers. Let us understand the ‘Amul cooperative’ model.

Crux of the Matter

Amul – A Cooperative Society
Amul is a Cooperative society. In a Cooperative organization, people come together and pool their resources. Therefore, making every person its member. Moreover, members manage its resources, finances, as well as operations. Such organizations can be competitive in nature, producing products at cheaper rates like Amul does.

How Amul’s Business Model Is Different?
Amul has a three-tier business model. Farmer organizations directly sell products through the state milk federation. So farmers get direct benefits from the sale and the absence of a third party in sales ensures a good quality product at a competitive price. Quality products with large scale production ensure a regular income for farmers throughout the year.

Breif History Of Amul

  • 1942 – Farmers in Anand district formed Kaira District Co-operative Milk Producers’ Union Limited.
  • 1946 – Amul is formed under Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).
  • 1948 – Started pasteurizing milk.
  • 1949Dr Verghese Kurien, called the Milkman of India joined the union to scale it up.
  • October 1955 – For the first time in the world buffalo milk was processed to make products at new dairy plant.
  • 1966 – Hired Sylvester da Cunha to market the brand.
  • 1973 – GCMMF marketed milk and all milk products produced by six district cooperative unions in Gujarat.

Other Cooperative Models In India

Kanan Devan Hills Plantation

  • Located in Munnar in Idukki district of Kerala.
  • Total Area of tea plantation – 23,786 hectares.
  • Number of Tea Estates – 7.
  • Annual Output – 24 million kilograms of tea.
  • Number of employees – 10,000.
  • 60% of the subscribed share capital of the company is held by its employees.
  • Rest of it is owned combined by Tata, Kanan Devan Hills Plantation Trust Welfare, and individuals and business associates.

Mumbai Dabbawala Association

  • The dabbawala system was first initiated in 1890 by Mahadeo Havaji Bacche.
  • More than 5,000 dabbawalas are employed and all dabbawalas are equal shareholders in the Dabbawalla Trust.

Indian Farmers Fertiliser Cooperative

  • Founded in November 1967, IFFCO is India’s largest fertilizer manufacturer.
  • It has 36,000 members, who get regular dividend on their investments.
  • They reach to over 55 million Indian farmers.
  • The Amul girl was created as a response to Amul’s rival brand Polson’s butter-girl. Polson is the name of a dairy products brand that was started in India by Pestonjee Eduljee in 1915.
  • Amul was spearheaded by Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel. As a result, Kaira District Milk Union Limited was born in 1946 (later renamed to Amul).
  • In 1966, Amul hired Sylvester da Cunha to design an ad campaign for Amul Butter. DaCunha designed a campaign as a series of hoardings with topical ads, relating to day-to-day issues. It earned Amul a Guinness World Record for the longest-running ad campaign in the world.