Speaking at an awards function GCCMF MD RS Sodhi, said Amul would not cut down on its budget for brand building and advertising as it has never been more than 1%. “In the last five or six years we have never spent more than 0.8% of our turnover on advertising or marketing,” according to media reports.
Calling himself a doodhwaala (milkman) in a lighter vein, Sodhi said Amul was an “iconic” and “ageless” brand that has tasted success over the last six decades. He said Amul has empowered villages by providing farmers with a source of livelihood and given million of consumers quality milk products
Sodhi remarked brand building involves concentrating on supply side of the business alongside marketing and advertising. Showing snapshots of print advertisements of Amul from the sixties and seventies, he said, “The other important thing in brand building is consistency in communication over a long period of time.”
Amul is one of the most popular milk brands in the country.