Amul-The Taste of India Meets The Lockdown Demand

With India enforcing strict lockdown restrictions from 25 March to 7th June, the demand for every necessary product reached a peak, milk products are one among them. But Amul has met with this demand and made sure people don’t suffer in this lockdown due to lack of it.

Amul, one of India’s leading dairy brands owned by Farmer’s co-operative and managed by professionals, has continued with their regular supply of products with no price hikes in these tough times.

It all started on March 24, where Rupinder Singh Sodhi, the managing director of Amul himself went through the hardships of stocking up necessary household products when things got tough due to COVID 19. It made him think about how a normal household will suffer. On that night, he sent out a video stating that Amul will continue their daily supplies amidst the lockdown.

“More than a week before the lockdown was announced, we began preparations by intensively planning with supply chain partners,” said Sodhi. He also added, “The consumer’s trust in Amul and uninterrupted deliveries helped us to grow during this period. We managed to put ₹12,000 crore cash in the hands of the dairy farmers who supplied raw milk to us,”

“There was a winding queue outside our warehouse and we had no choice but to do retail sales,” said Jennyfar Hrahshel, a distributor for Amul and other consumer products from the town. The distributors had to work till late night to make it possible and the delivery trucks were punctual enough to make the regular sales happen.

There has been an increase of 15-16% revenue of the product in 2020.