GROUP 11

TEAM MEMBERS:
PRATEEK GANDHI (MBAEx 43/18)
RIDAM SINGHAL (MBAEx 51/18)
SATYA SRINIVAS E (MBAEx 59/18)
SOUVIK DEY (MBAEx 67/18)
VAIBHAV PABBY (MBAEx 75/18)

GROUP ASSIGNMENT
MANAGERIAL COMMUNICATION
PROF. NANDITA ROY
 Case Study 1: Amul India and its Support for Dairy Farmers

Introduction

Amul is a diary cooperative established in Gujarat in the year 1946. It has long
been popular not only for its products but also for its persistent support for dairy
farmers. This case study explores into how Amul leverages its credibility and the
powerful narratives of farmers' lives across its social media platforms. By
showcasing authentic stories and real-life testimonials, Amul strengthens its brand
image as a socially responsible and ethical cooperative. From heartwarming
Instagram posts on 'Kisan Diwas' to impactful YouTube videos featuring both
leadership and farmers, Amul's commitment to its cooperative model and farmer
welfare is vividly portrayed. This approach not only evokes empathy and
relatability but also cements Amul's reputation as a brand deeply connected to its
community.

A. Credibility/Benefit Schemata:

Amul effectively uses credibility and benefit schemata across its social media
platforms to emphasize its unwavering support for dairy farmers.

In a 2023 Instagram post, Amul celebrated 'Kisan Diwas' by highlighting farmers'

achievements and recognizing the struggles in their daily lives. This post added a
genuine touch to their narrative, garnering social approval. While a LinkedIn post
from 2024 highlights Amul’s initiatives like " Celebrating empowerment of 36 lakh
women dairy farmers till date”, providing concrete figures that establish the
company’s reliability and trust among the people.

Amul’s YouTube channel features interviews from company’s leadership and

sometimes farmers as well, reinforcing the cooperative’s positive impact in the
farmer’s lives and its commitment to transparency. The video also evoked empathy
and relatability by featuring the personal stories and testimonials. Even during the
COVID-19 years, Amul's YouTube videos detailing uninterrupted milk collection and
timely payments illustrated their steadfast commitment to farmers' welfare, even
in crises. This consistent storytelling fosters an emotional connection with the
audience, highlighting its community support. Amul’s narrative not only evokes
empathy but also strengthened its brand image as an ethical and socially
responsible cooperative.

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B. Narrative Pitch: Support for Dairy Farmers

Amul's storyline focuses on its continuous backing of dairy farmers by utilizing

ideas such as ethos (credibility), pathos (emotional appeal), and logos (logic). This
story is clear in all their exchanges, highlighting their collaborative approach that
guarantees the farmers share in the benefits of their achievements.

Examples:

• Instagram Posts: Celebrations of significant milestones and achievements,

linking them back to the hardworking farmers behind the success.
• Media Statements: Continuous reassurance of support during crises like the
COVID-19 pandemic and during monumental government decisions affecting
farmers, highlights their commitment to farmer welfare.

C. Reason for the Narrative Pitch

Amul's choice of this narrative aligns with its cooperative structure and mission to
empower dairy farmers. By highlighting their support for farmers, Amul
strengthens its brand identity as a farmer-centric organization. Also stories of
farmers resonate emotionally with a broad audience, fostering a sense of
community and trust in the brand. Moreover, emphasising support for farmers
aligns with CSR principles, enhancing Amul’s reputation as a socially responsible
company.

D. Effectiveness of the Pitch

The pitch has been highly effective for Amul in several ways. Firstly, brand loyalty,
by focusing on the welfare of farmers, Amul has established itself as one of India's
most meaningful brands, showcasing strong consumer loyalty and attachment.

Secondly, its positive publicity. Amul’s initiatives, especially during the COVID-19
pandemic, garnered extensive media coverage and support of government
decisions impacting farmers, generated positive publicity.

Thirdly, increased engagement. Amul’s social media posts receive high

engagement, with consumers appreciating the brand’s transparency and
commitment to its farmers. Evidently its Instagram and YouTube accounts have
upwards of 500k followers and subscribers respectively.

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E. Possible improvements

While Amul’s narrative pitch has been largely successful, there are few areas for
potential improvement. For example, the impact that it had through the print
media stills outshines its initiatives on the digital media. By using more creative
mediums such as short, animated videos involving the Amul girl, it can attract
more audience on its social media handles. Moreover , expanding digital
initiatives, such as virtual farm tours or interactive content, could increase
consumer engagement and further highlight the farmers’ stories.

Conclusion

Amul has effectively reinforced brand loyalty, generated positive publicity, and
increased consumer engagement through strategic use of narrative and emotional
storytelling. Amul has established a dependable bond with its audience by
consistently showcasing its backing for dairy farmers, particularly in difficult
periods such as the COVID-19 outbreak. Nevertheless, there is still potential for
development, especially in broadening digital projects and innovative content to
increase consumer engagement and showcase the experiences of farmers. In
summary, Amul's case showcases the effectiveness of blending ethos, pathos, and
logos to develop a strong and significant brand identity centered around social
responsibility and community backing.

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References:

1. Farmer’s support Instagram post (2023) : Amul - The Taste of India | Farmers are the
backbone of our nation. Here’s celebrating them in all their glory on the occasion of
Kisan Diwas. #KisanDiwas #Amul… | Instagram3.

2. The Tribune Article ‘Farmers must get a better deal’ - Amul website (2019) - 23-12-
19_Farmers_must_get_a_better_deal.pdf (amul.com)

3. One of the famous Amul advertisements in newspaper regarding support for

Ministry of cooperation in view of the farmers rights -

Exhibit 1

4. YouTube video ‘How Amul is making farmer’s life Amul-ya' Interview by RS Sodhi,
MD Amul India’(2022) - https://youtu.be/avWG_putVvQ?si=I4YxmgH3S97ayaG0

5. LinkedIn Post from Amul’s official page - ‘Empowering 36 lakh women dairy
farmer’ (2024) - Amul (GCMMF) on LinkedIn: #amul #gcmmf #gcmmfgoldenjubilee
#goldenjubilee #50years #50yearsofgcmmf

6. Outlook business’s article on Amul (2020) -

https://www.outlookbusiness.com/strategy/trend/rs-sodhi-on-how-amul-is-dealing-
with-coronavirus-and-ensuring-milk-supply-to-consumers-5749

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Case Study on narrative of Amul being Most loved brand by every Indian across
generations
Introduction: Amul has been pushing narrative of being India Most loved brand
through various ways. It has also been using icon of Amul Girl in each Advertisement
to create a love towards its brand. Their tag line Amul Taste of India pushes the
narrative forward.

The Amul Girl is a beloved icon of Indian advertising. She is a cheeky and adorable
girl in a polka-dotted dress. She has been making witty and playful comments on the
events and personalities of India for decades. She has not spared anyone from her
humour, whether it is the late Prime Minister Indira Gandhi or the current Prime
Minister Narendra Modi, or Amitabh Bachchan and other stars.
The man who created this “utterly butterly delicious” campaign was Sylvester da
Cunha (19 October 1930 – 20 June 2023). He was a legend in the Indian advertising
industry and a pioneer of real-time marketing. He passed away on Tuesday night in
Mumbai. He was the founder of advertising agency ASP, which launched the Amul Girl
campaign in 1966.

Credibility/benefit schemata:

Amul, also known as Anand Milk Union Limited, is an iconic brand in India. Its story
is a testament to the power of cooperative movements and the impact they can have
on livelihoods. Following are some key points that contribute to Amul’s credibility
as India’s most loved brand:

Amul Girl Icon:

The Amul Girl, a hand-drawn cartoon, is an iconic brand mascot. She represents wit,
social commentary, and contemporary issues, making her a timeless symbol.

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Advertising Campaigns:

The Amul Girl, with her witty one-liners, has been a part of India’s cultural fabric
for decades. The brand’s advertising campaigns have been memorable and relatable.

Their India Becomes Vaccination during COVID was prime example of standing with
nation during tough time.

Temple of Billion hopes during Ayodhya ram mandir was also a way to connect with
nation.

Amul’s commitment to consistent quality across its dairy products builds trust among
consumers. The “Amul – The Taste of India” marketing jingle evokes empathy and
patriotism.

Firm’s narrative pitch (Concepts learnt in class):

Amul, as one of India’s most loved brands, employs a mix of ethos, logos, and pathos in its
branding strategies:

 Ethos: Amul has built a strong ethical image and credibility over the years. It is seen
as a reliable brand that values quality and integrity, which resonates with consumers’
values.
 Logos: The brand uses logical appeal by highlighting the nutritional value and quality
of its products, backed by facts and evidence that appeal to consumers’ rational side.
 Pathos: Amul is known for its emotional appeal through its iconic Amul Girl
advertisements. These ads often weave narratives that speak directly to the hearts of the
audience, driving engagement and loyalty.

Amul’s umbrella approach, where the Amul Girl serves as a unifying thread, is not just about
selling products; it’s about creating a narrative that encompasses the brand’s ethos, values, and
the emotions it evokes.

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Why has the firm chosen that particular narrative pitch for its business?
To be more connected with audience and remain relevant over time, Amul has
evoked Amul Most Loved Indian Brand image. This approach has helped Amul
maintain a consistent brand identity that resonates with consumers across India.
Evoking family sentiments to connect with audience using Most Loved brand
statement.
Statement in 49th Annual General Body Meeting (20.08.2023):

Launch of Amul in USA 27.03.2024 Statement to media-

Statement to media

https://brandequity.economictimes.indiatimes.com/news/business-of-
brands/brands-for-the-ages-fmcg-brands-which-stood-the-test-of-time/69392396

How has the pitch worked for the company?

Amul’s pitch as India’s most loved brand appears to have worked well for it. Study on
consumer perception shows that Amul products are significantly consumed globally, and the
brand’s marketing efforts have been effective in influencing purchase habits (Reference 1).

Amul holds a dominant position in the Indian dairy market, with a market share of over 30%,
which is a testament to its strong brand presence and widespread popularity among consumers.
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The company’s ability to offer a wide range of dairy products catering to different consumer
preferences has contributed to its market leadership.

Moreover, public perception of Amul as a responsible and relevant brand has been enhanced
through social media, which has had a significant impact on its brand image.

What could have been done better?

To further push the narrative of being India’s most loved brand, Amul could have focused on
the following strategies:

1. Leveraging the Amul Girl: The Amul Girl is an iconic mascot and has been a
significant part of Amul’s branding. More campaigns featuring this mascot could help
reinforce the brand’s image as a household name in India.
2. Storytelling: Emphasizing the brand’s rich history and its role in India’s dairy
revolution could create a stronger emotional connection with consumers.
3. Diverse Product Portfolio: Highlighting the variety and quality of its products can
help Amul appeal to a broader audience and reinforce its position as a leader in the
dairy industry.
4. Digital Marketing: Enhancing its digital marketing efforts to engage with the younger,
tech-savvy generation can help maintain its relevance in the modern age.
5. Community Engagement: Initiating and participating in community events and social
causes can strengthen its image as a brand that cares about society.
6. Customer Feedback: Actively seeking and responding to customer feedback can show
that Amul values its customers’ opinions and is committed to improvement.

Reference 1: A Study of Consumers’ Percep on Toward Amul Dairy Products - IJMMR13July17-

Anand-1.pdf (skirec.org)

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AMUL: A CASE STUDY ON GENDER INCLUSIVITY

Amul (Anand Milk Union Cooperation) is a multinational dairy cooperative society based
in Gujarat, which has been a household name for decades, known for its dairy products
and its witty advertising campaigns. Additionally, from its inception, Amul has been a
shining example of how businesses can create a positive impact on society while
achieving commercial success. This case study will analyze Amul's approach to gender
inclusivity, with a special focus on the Jan Baghidhari campaign, and provide insights
into the questions posed.

BACKGROUND
Amul was founded in 1946 as a cooperative movement in the small town of Anand,
Gujarat. Over the years, it has grown into one of India's largest food product marketing
organizations, with a diverse range of dairy products and a nationwide presence.
Despite its rapid growth, Amul has remained true to its cooperative roots and continues
to be owned and controlled by millions of milk producers in Gujarat. As stated in Amul's
Annual Report 2021-22, "Amul is a truly Indian brand, owned by 3.6 million milk
producers across 18,700 villages in Gujarat."

MAPPING CREDITIBILITY/BENEFIT SCHEMATA

Credibility Schema
Amul has shown its expertise in empowering rural women through its cooperative
model, which has enabled them to become entrepreneurs and contribute to the dairy
industry. Amul's long-standing commitment to the welfare of its members, particularly
women, has earned it a reputation for trustworthiness and reliability. The brand's
association with women empowerment and its marketing campaigns, such as the Jan
Baghidhari initiative, have enhanced its attractiveness and appeal.
Benefit Schema:
Amul has provided women with opportunities for income generation, skill development,
and financial independence. The cooperative model has created a sense of community,
empowerment, and pride among women members. Amul's brand identity is closely
correlated to the empowerment of women, symbolizing gender equality and inclusivity.

AMUL’S NARRATIVE PITCH

Amul's narrative pitch revolves around the empowerment of women, particularly in
rural areas, through its cooperative model. The Jan Baghidhari campaign, launched in
the 1970s, played a crucial role in this narrative. The campaign featured illustrations
of a woman carrying a bag of Amul products, symbolizing the strength and self-reliance
of women in the cooperative.

Page 1 of 4
“The 'Jan Baghidhari' campaign was a game-changer for us. It not only celebrated the rural women but
also empowered them.”
R.S. Sodhi, Managing Director, Amul (The Hindu, 2019)

The narrative pitch highlights the following key elements:

1. Women as Agents of Change: Amul's cooperative model empowers women to become
entrepreneurs and challenges traditional gender roles.
2. Economic Independence: By providing women with opportunities, Amul promotes
their financial independence and self-sufficiency.
3. Community Building: The cooperative creates a sense of community among women
members, creating a supportive network.
"Our cooperative model fosters a sense of community and sisterhood among our women members."
(Amul Twitter, 2021)

4. Sustainable Livelihoods: Amul's model ensures sustainable livelihoods for women,

contributing to the overall well-being of their families and communities.

RATIONALE FOR NARRATIVE PITCH

Amul's choice of this narrative pitch for its business can be attributed to several factors:
1. Alignment with Cooperative Values: As a cooperative, Amul's values focuses
empowerment, inclusivity, and collective decision-making, making gender inclusivity a
natural fit.
2. Market Positioning: By positioning itself as a champion of women's empowerment,
Amul has differentiated itself from competitors and built a strong brand identity.
3. Social Impact: Amul recognized the need to address gender inequality and create
positive social change, particularly in rural areas where women faced significant
challenges.
4. Stakeholder Engagement: The narrative pitch resonates with Amul's stakeholders,
including its members, employees, and consumers.

IMPACT OF THE NARRATIVE PITCH

Amul's narrative pitch on gender inclusivity has been highly successful and impactful:
Amul has empowered millions of women by providing them with economic
opportunities, decision-making roles, and a platform for collective action.
"Amul has empowered over 3 million women across Gujarat, giving them financial independence and
decision-making power."
(The Economic Times, 2022)

The brand's association with women empowerment has enhanced its brand equity,
making it a beloved and iconic brand in India.
"Our commitment to women's empowerment is at the core of our brand identity."
Manish Makwana, Brand Manager, Amul (Amul Instagram, 2020)

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Amul's model has contributed to the socio-economic development of rural communities
by improving the living standards and well-being of women and their families. Amul's
success story has inspired other organizations and policymakers to adopt similar models
and initiatives for promoting gender inclusivity.

"We hope that our success story will inspire others to adopt similar models and create a more inclusive
and equitable society."
R.S. Sodhi, Managing Director, Amul

POTENTIAL IMPROVEMENTS
While Amul's efforts in promoting gender inclusivity have been remarkable, there are
areas where further improvements could be made:
1. Addressing Intersectionality: Amul could focus on addressing the intersections of
gender with other forms of discrimination, such as caste, religion, or disability, to
ensure more comprehensive inclusivity.
2. Leadership Opportunities: Amul could explore ways to provide more leadership
opportunities for women within its cooperative structure and decision-making
processes.
3. Skill Development and Training: Continuous investment in skill development and
training programs for women could improve their employability and entrepreneurial
capabilities.
4. Addressing Gender Norms: Amul could engage in awareness campaigns and initiatives
to challenge deeply rooted gender norms and stereotypes in rural communities.
5. Collaboration and Partnerships: Collaborating with other organizations, government
agencies, and civil society groups could increase the impact of Amul's gender inclusivity
efforts.

CONCLUSION
In conclusion, Amul's commitment to gender inclusivity, as shown by the Jan Baghidhari
campaign, has not only empowered women but also contributed to the brand's success
and positive social impact.
"Our journey towards gender inclusivity is far from over, but we remain committed to breaking down
barriers and creating a more equitable future."
Manish Makwana, Brand Manager, Amul (Amul Instagram, 2020)

By continuously improving and adapting its approach, Amul can continue to be a

forerunner in promoting gender equality and inclusivity in the business world.

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Exhibit 1: Timeline of Amul's Gender Inclusivity Initiatives

Year Initiative Description Source

Formation of the dairy cooperative in
Cooperative Gujarat, focusing on empowering local Amul Annual Report,
1946
Formation dairy farmers, including women 1946
members.
Launch of the Jan Baghidhari campaign
Amul Archives, Jan
Jan Baghidhari celebrating rural women's contribution
1970s Baghidhari Campaign
Campaign to the cooperative, symbolizing
Launch
empowerment and self-reliance.
Introduction of skill development and
Skill Amul Corporate
training programs aimed at enhancing
2000s Development Social Responsibility
women members' capabilities and
Programs Report, 2005
entrepreneurial skills.
Efforts to increase women's Amul Gender
Leadership Roles
2010s participation in decision-making roles Inclusivity Report,
for Women
within the cooperative structure. 2018
Recent initiatives focusing on
Intersectional Amul Diversity and
addressing intersectionality and
2020s Inclusivity Inclusion Strategy
promoting inclusivity among women
Initiatives Document, 2023
members from diverse backgrounds.

Page 4 of 4
 Case Study- 5: Amul’s pursuit to go beyond Dairy Sector.

Background:
Amul is the brand owned by the Gujarat Co-operative Milk Marketing Federation (GCMMF). It
started as a small cooperative movement by a handful of farmers in Gujarat in 1946. Initially, they
were producing just 250 litters of milk per day. Under the leadership of Verghese Kurien, known
as India's milkman, Amul transformed itself from a small venture of village farmers to an
organisation spreading across 18,700 villages and 18 member unions.
Today, Amul is Asia's largest milk brand and a market leader in India for various dairy products like
butter, ghee, yogurt, buttermilk, lassi, and flavoured milk. Despite its success, R.S. Sodhi, the
managing director of GCMMF, has been chalking out diversification plans for the milk giant to go
beyond its dominant presence in dairy sector.

Diversification Initiatives:
1.Fruit Juices: Amul recently launched fruit juices under the Amul Tru brand, leveraging its strong
network and brand popularity. The juices are differentiated by the addition of milk solids, creating
a unique product in the market dominated by brands like Dabur's Real, Coca-Cola's Minute Maid,
PepsiCo's Tropicana, and startups like Paper Boat.

“We saw this juice-based category growing like anything. The change we did was, we added
milk solids [to juice]. Amul Tru is a differential product with juice plus milk solids.”
-R. S. Sodhi, Managing Director, Amul

2.Frozen Snacks: Amul has expanded into the frozen snacks market by launching products like
French fries, aloo tikki, and hash browns under the Happy Treats brand. This initiative utilizes
Amul's existing cold chain infrastructure and helps optimize production during the winter when
ice cream demand is lower.
“We have got the biggest frozen foods distribution highway. Especially, during winter when
the production is less in segments like ice creams, we thought of buying potatoes from
farmers and converting it into potato products.”
-R. S. Sodhi, Managing Director, Amul

3.Chocolates: While Amul entered the chocolate segment in the 1970s, it has recently started
pushing products aggressively, especially black chocolates. A new plant in Anand can produce
1,000 tons of chocolate per month. Amul claims to have become the number one player in dark
chocolates, challenging established players like Mondelez (Cadbury), Nestle, and Ferrero.

Core Focus and Future Plans:

Despite diversification, GCMMF's primary focus remains on the dairy business, which is growing at
a double-digit rate in the organized sector. Amul plans to invest Rs. 600-800 crore annually in new
processing and packaging facilities, with 69 existing plants and five more in the pipeline. The
member unions aim to enhance milk processing capacity from the current 350 lakh litters per day
to 380-400 lakh litters in the next two years.
“The size of India’s organised dairy industry is Rs 1.7 lakh crore and Amul brand is only 25
per cent of that. The organised industry is growing at a double-digit rate. So, our main focus
will always be dairy”
-R. S. Sodhi, Managing Director, Amul

Amul is also targeting the large Indian diaspora in markets like West Asia and North America,
initiating local manufacturing of products like ghee, shrikhand, and paneer in the US through a
third-party facility in 2014. Additionally, Amul sees export opportunities in milk-deficient
countries like Bangladesh, Sri Lanka, China, Russia, Southeast Asian countries, and West Asia.
“There are 3 million Indians in the US. To send them products from India, particularly fresh
products, is difficult. So why not have a presence there? We are still in the planning stage
on what to do and haven’t worked it out yet,”
-R. S. Sodhi, Managing Director, Amul

“Bangladesh, Sri Lanka, China and Russia, South East Asian countries and West Asia are milk
deficient countries. They are importing mainly from Europe, New Zealand or Australia, while
we are next door,”
-R. S. Sodhi, Managing Director, Amul

Competitive Landscape:
The competition in Amul's home market is intensifying, with French dairy giant Groupe Lactalis
making acquisitions in India and now having 11 factories with a daily milk collection of 23 lakh
litters. New Zealand's Fonterra, the world's largest dairy exporter, has entered a joint venture
with Future Consumer to produce a range of dairy products.
Overall, the Indian dairy sector is expected to reach revenues of Rs. 7.5 lakh crore by 2021, with
organized dairies investing Rs. 14,000 crores over three years to enhance processing capacity and
strengthen the milk procurement infrastructure.

Amul's Vision:
Sodhi believes that the dairy industry could provide the next significant livelihood opportunity for
the masses in rural India, similar to the IT sector's impact in the past 15 years. He envisions the
dairy sector creating livelihood opportunities for 1.2 crore people in rural India over the next
decade, emphasizing the need for increased production and involvement of more people in the
sector.
“There is already a huge market, but we need to produce more and we need people to
produce it.”
-R. S. Sodhi, Managing Director, Amul
Credibility/benefit schemata mapping onto the narrative mentioned in the above
case study:
1. Rank Credibility: The case study mentions the leadership positions held by Amul, such as being
Asia's largest milk brand, a market leader in various dairy products in India, and becoming the
number one player in dark chocolates. These titles and rankings establish Amul's credibility based
on its high rank and position in the market, and also the impressive figure mentioned by its MD.
“Our turnover in 2009-10 was Rs 8,000 crore. It has grown to around Rs 33,000 crore in the
financial year ending March 31, 2019. What we are looking at is that, in another 10 years,
it will be around Rs 1 lakh crore”
-R. S. Sodhi, Managing Director, Amul
2. Goodwill Credibility: The narrative presents Amul's origins back to a cooperative movement
started by a handful of farmers in Gujarat in 1946, highlighting its beginnings and association with
the welfare of farmers. This background creates a sense of goodwill and positive intentions
towards the brand & customer.
3. Expertise Credibility: It can be seen from the case study that Amul has extensive network
spanning 18,700 villages, its strong distribution channels (referred to as the "biggest frozen foods
distribution highway"), and it plans to invest heavily in new processing and packaging facilities.
These instances depict Amul's expertise and capabilities in dairy production, distribution, and
infrastructure.

4. Image Credibility: The narrative stress Amul's strong brand popularity and recognition,
mentioning its plans to leverage this brand equity to drive sales in new segments like fruit juices
and frozen snacks. The brand's established image and reputation contribute to its credibility.
5. Common Ground Credibility: The case study highlights Amul's commitment to the dairy
business and its focus on serving the Indian market, particularly the large Indian diaspora in
markets like West Asia and North America. This emphasis on catering to the needs of the Indian
community creates a sense of common ground and shared identity, which can enhance credibility
among these target audiences.

Rationale behind the MD’s narrations and its effectiveness for the
betterment of the company.
The Managing Director's narratives highlight several key rationales and strategies that aim to drive
Amul's growth and benefit the company's overall interests. The MD's narration about launching
frozen snacks like French fries and hash browns highlights Amul's strategy to optimize its
production capabilities and supply chain infrastructure during seasonal fluctuations in demand.
By utilizing excess capacity and sourcing potatoes from farmers during the winter months, Amul
can maximize resource utilization and create additional revenue streams. The MD emphasizes the
need to increase production capacity to meet the growing demand in the organized dairy industry.
By investing in new processing and packaging facilities, Amul aims to enhance its ability to scale
operations and capture a larger share of the expanding market.
Could Mr. R.S. Sodhi have done better narratives?
To improve the narrative, the Managing Director could have incorporated more specific data
points, market analysis, financial projections, and concrete action plans. Additionally, linking the
initiatives to Amul's core values, cooperative principles, and broader societal impact would have
made the narrative more compelling and aligned with the company's ethos.

However, it's essential to recognize that narratives often aim to strike a balance between
providing sufficient details and avoiding information overload. The Managing Director may have
chosen to present a high-level overview, leaving room for more granular discussions in other
forums or with specific stakeholders.

Overall, while the narrative effectively communicates the key initiatives and rationale,
incorporating more quantitative data, specific plans, and a broader vision could have made it
more persuasive and impactful for various stakeholders, including investors, partners, and the
wider community.

Reference: https://amul.com/m/media-coverage