Amul 'taste of India', says survey

A recently completed research survey has revealed that the Indian consumers have ranked Amul as the number 1 brand of the country. The survey was conducted by Asia's leading research organisation Synovate, Hong Kong.

According to the survey results Amul has emerged a leading brand in Asia. The survey was carried out to find out the top 1000 brands of Asia.

The research was conducted in nine markets including China, Hong Kong, Taiwan, The phillipines, Thailand, Malaysia, Singapore, Indonesia and India. Survey covered 12 major products and service categories. The research agency interviewed people aged between 15 to 64 years.

"Co-operatioon amongst co-operatives to serve the interests of the milk producers and providing quality products to consumers has been the back bone in Amul's growth. This brings a lot of passion and energy in the system which has now been recognised by the consumers through this survey," said, BM Vyas, Managing Director, Gujarat Co-operative Milk Marketing Federation.

While RS Sodhi, Chief General Manager, GCMMF, termed this as the sucess of Amul's "Umbrella branding." Sodhi claimed that Amul's advertising and marketing expenditures have never exceeded one per cent of its revenues. "Our strength comes form consistency, trust and revelence of our marketing,"Sodhi said.

Amul is a brand owned by the 26 lakh milk producers of Gujarat. GCMMF is the apex marketing body of the brand.