The Bengal Chamber, on March 29, 2016, commenced its “Leadership Lecture Series”, with an objective to learn from visionaries and thought leaders about their perspectives on Business, Leadership or accelerating inclusive economic growth at the national level. 

At our Leadership Lecture Series, eminent luminaries like celebrated business leaders, corporate leaders or policy makers who have had glittering careers – are requested to speak on a pre-selected topic of their choice and convenience. 

We had commenced our Leadership Lecture Series with Dr. Montek Singh Ahluwalia, followed by Dr. Shashi Tharoor and then Mr. Sourav Ganguly. Having covered the Indian Economy through Dr. Ahluwalia, we had Dr. Tharoor speak on the new India, while Mr. Saurav Ganguly spoke on Leadership and Team Building.

 Our Leadership Lecture Series this year was about the growth story of an absolutely iconic Indian Brand which has truly gone global. Starting off in the mid 1940’s as a Co Operative, it is today one of India’s most admired brands with an annual turnover of above Rs.40000 crores. Amul is the 8th largest dairy processor in the world with capacity of 38 Million Litres per day. We were privileged to have amidst us Dr. R.S. Sodhi, MD, Gujarat Co Operative Milk Marketing Federation which owns the brand AMUL on on 5th March 2021 at the W&M Hall of The Chamber. 

He spoke about the success story of Amul mentioning that consistency is what has worked for them. The basic value system has been adhered to since their inception in 1974. Though with time they have changed too but they have always retained their core value. 

Dr. Sodhi said that Amul has maintained consistency in four major parts — business structure and objective, quality recipes for products, communication and HR practise. 

“Value for many and value for money”, are the business goals of Amul. It means give more to earn more. They have provided very stable price to around 3.6 million farmers. The best product has been made by using natural ingredients using the latest technology for processing and packaging but at value for money. It has been made affordable for an average Indian consumer. Amul’s objective, he said, was “diametrically opposite” to any other corporate or business house. Maximum percentage of consumer’s money is given away to the farmers, who, automatically, get fair and remunerative prices. That is how they stand out in the market compared to the other corporates. 

Dr. Sodhi also spoke at length on the consistency in Amul’s iconic communication strategy, revolving around topical campaigns centred on the little girl in a polka-dotted dress. He also pointed out that Amul’s communication is unique in the sense that the brand recall is because of the campaign, not the product.