How AMUL became ‘AMUL’YA for India

Every Indian breakfast table is incomplete without the incorporation of AMUL on it. The AMUL moppet wearing a frock of red polka dots, having a cute face with perfect round eyes, hair tied in half pony and pink chubby cheeks, is adored and loved by all, especially small children. Today, Amul products are the main ingredients and rank first on the shopping list of every Indian housewife. From milk products to sweets, Amul adds a magical taste which is irreplaceable by any other world product.

But how did Amul achieve all this? Who is the entrepreneur behind Amul? what is the secret behind it becoming the most preferred and loved product despite of having many other providers of the same product line? If you too have these questions, then this article will provide you the best answers. One can start new business if he / she has some innovative ideas in mind.

In the earlier times, the milk did not reach the market directly. There were middlemen who exploited the farmers. As a result, the farmers did not get the price they deserved in return of their hardwork. This problem was from where the big solution took birth called as AMUL. It was the creation of Dr. Verghese Kurien who is known as the milkman of India and is the Father of White revolution as well. He is the man because of whom India switched from being an importer of milk to being the largest exporter of milk and milk products. He inspires all by proving that if you want to grow your own business and have full faith in it, then nothing in this world can stop you.

The Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) was registered on December 14, 1946.

Secrets behind Amul success:

1.     Big impact of the little moppet: sylvesterdaCunha is the man behind the incredibly attractive moppet of Amul. Amul campaigned for its products y imparting social and day to day issues solutions to the masses through the charming face of the moppet. This was and still remains the most powerful and strongest branding strategy ever in the business industry. no other brand has such remarkable recall value. These ads are made interactive by adding one liners and punch lines relating to the common man.

2.     The right price value: Since its existence, Amul has believed in offering world class quality products at minimum costs to fit in the budget of all social groups. When Amul came to the market, the purchasing power of the consumers was very minimal and modest. They could not afford high priced products. Amul adopted the low cost pricing strategy and moved one more step ahead on the ladder of success. Even today, the price of its milk and milk products give value for money to the consumers. Amul does not have even a single dissatisfied customer in India. the legacy is bond to continue for ages ahead.

3.     Segmentation of products: Amul offers variations in milk and milk products. Hence, it was necessary for it to segment the products as per their target audience. For example, Amul ice creams and Amul Kool etc are products which are specially targeted towards the children whereas low fat paneer, skimmed milk etc towards the housewives. Due to this perfect product segmentation, Amul succeeded in fulfilling the demands and requirements of each section and age group of the society.

4.     Amul Outlets: By opening small Amul parlors in the local areas, Amul gave a complete new turn to the retail market and the consumers got the opportunity of firsthand experience with the products. Amul ice cream parlors are the perfect example of this Branding strategy.

5.     Mastered the art of promotion through digital media: Amul came up with innovative Promotional Strategy using the television. Popular shows like Amul Master Chef, Amul Star Voice of India, and Amul Chote Ustad etc are examples of this.

Amul has had the best Product design strategy of using the adorable moppet as its brand ambassador. It has been in use since 1967 and now it has entered the Guinness Book of record for being the longest running ad on Indian television.

“Great Idea makes Greater Businesses.” This is most apt for Amul who was started with the small but important idea of giving the farmers the value for their products and to generate more jobs and make India self empowered in Milk production, but turned out as the inspiration for all business companies and will always remain to be.

Thank you Dr. Verghese Kurien (died in 2012) for leaving your ‘Amul’ya asset for all of us and generations to come!!!!!

A Rainy day gave birth to the idea of TATA NANO

What triggered the idea of making of Tata Nano? What was the thought behind it? How was it executed? How long did it take to reach the market? Have you ever thought of all these questions? If yes, then you are about to witness the interesting story of the success of TATA NANO.

“Businesses need to go beyond the interests of their companies to the communities they serve.”- Ratan Tata (former Chairman of The Tata Group)

It starts with a rainy day. The clouds were pouring badly and the streets of Mumbai were filled with traffic. It was the usual scene of any rainy day in Mumbai. But this day was going to change something very big. Sir Ratan Tata was travelling in his car driven by his driver. As he was looking outside the car window, he noticed a family of 4 people travelling on one single bike. This comprised of a couple and their 2 children. He was shocked at this sight. He immediately told his driver not to drive close to them because the roads were slippery and they could lose control and fall from the bike. Just then, a unique idea came to Ratan Tata. He decided to make a family car approximately in the price equal to that of a bike; Rs 1 lakh.  He didn’t want any family to travel with so much of risk. The pain of a middle class family was felt and understood by him.

Very soon, he conveyed this good news in a conference meeting with the media. There were high expectations from this exceptionally great Entrepreneur. This was not appreciated by his competitors. They passed rude comments stating it was impossible to make a car in just Rs 1 lakh. But Ratan Tata was firm on his thought. His will power remained strong. The news of this car spread like wild fire spreads in the jungle. Everyone was excited to see and own this unique first of its kind car.

Meanwhile, the making of nano started. This journey was filled many ups and downs for the company. After all, it isn’t a cakewalk to manufacture a family car in just Rs 1 lakh. Even if the cost was less, the quality of the car had to be the best. Ratan Tata made it sure from his side that there was no compromise in the quality.

He appointed a project team of experts under the mentorship of Girish Wagh. This team tried and tested all the possibilities of innovation, different designs and engineering modifications to keep the manufacturing costs below Rs 1 lakh as required.

Every design was required to cater to 3 basic needs; COST, REGULATORY REQUIREMENTS AND ACCEPTABLE PERFORMANCE STANDARDS.

Finally, Ratan Tata selected one design out of the 3 which were presented to him by the team. This was in 2005.

The nano style was refined by Design House I.D.E.A in the mid 2006.

This car of Rs 1 lakh was named as nano and was unveiled at the Delhi Auto Expo. This event witnessed an explosion of media coverage.

The project was initially proposed to be based at Singur, west Bengal. This was later shifted to Sanand in Gujarat.

March 2009 was the year when Tata Nano was launched as “The People’s Car” at Parsi Gymkhana in Mumbai.

“We are happy to present the people’s car in India and we hope it brings the Joy, Pride and Utility of owning a car to families who need personal mobility”- these were the words of Ratan Tata at the unveiling ceremony of Nano. He also said “A promise is a Promise”.

No one else other than the TATA’S could accomplish this milestone. Hence, even today they remain one of the most successful Family managed business in India. Ratan Tata proved his loyalty towards the people who love the brand but could not afford a car.

That Rainy day will always be cherished as the birth of Tata Nano!!!