His Story

R. S Sodhi – Man behind Amul India

r-s-sodhi-man-behind-amul-india

R.S. Sodhi is the Managing Director of the Gujarat Co-operative Milk Marketing Federation (GCMMF) and Amul India.

He has been working with Amul for the last 34 years. He has done his MBA from the Institute of Rural Management Anand (IRMA) and started his career as senior manager sales in Amul only. Amul is one of the country’s largest food products marketing organisations and had an annual turnover of Rs.20, 733 crore in 2014-15.

Amul is an easily recognizable as a brand-name but the name behind its growth Mr. R.S. Sodhi – is quite unfamiliar.

A distinguished personality, Mr. Sodhi has been associated with Amul since 1982, as regards it sales and management. He studied at the prestigious Institute of Rural Management Anand (IRMA) and his mentor was none other than Dr.Verghese Kurien – the “Father of the White Revolution”

His contributions to Amul have been phenomenal – he made sure that special distributor known as “super-distributors” would cover even the remotest parts of the nation so that the distribution network of the organisation could be enhanced and more people could be gainfully employed. He also brought the milk-cooperatives of West Bengal, Maharashtra, Rajasthan and Uttar Pradesh under the purview of Amul – which was earlier only limited to Gujarat. This has helped Amul to consolidate its presence in a wide range of geographical terrain. It has led to an integration of these parts of the country.

Forty-five years after Operation Flood that made India the world’s largest milk producer – India continues to be on the lookout for the next breakthrough in agricultural produce and productivity. As India’s population grows, it desperately needs the next big burst in productivity to feed the millions being adding to the population year after year

He suggests various outlooks towards the success of Amul:-

  • More mouths to feed than hands to produce implies need to increase productivity.
  • Policy changes should precede structural changes to ensure innovation.
  • Professional institutions ‘of the farmers, by the farmers, for the farmers’.
  • Opportunity in global trade.
  • ‘Healthy practices’, a pre-requisite for healthy dairying.

 

Asia’s largest dairy Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), which markets the Amul brand, is planning to achieve a turnover of Rs 30,000 crore by 2018. Amul sets 2021 procurement target at 300 lakh litres a day.

 

Founded in 1946, Amul is one of those famous brands known to every household of the country. Recently, the company has declared its financial results crossing 18,000 cr in 2013-14 with a jump of 32% from the previous year.

Amul also connected its member unions in other states to expand its milk procurement base and thus, strengthen the co-operative structure in these states under ‘Amul Model’.

 

Facts about R.S Sodhi:-

  • He is the MD of the Gujarat Co-operative Milk Marketing Federation (GCMMF) and Amul India.
  • He is the man behind Amul success.
  • Under his leadership, the Amul brand is planning to achieve a turnover of Rs 30,000 crore by 2018.
  • He also brought the milk-cooperatives of West Bengal, Maharashtra, Rajasthan and Uttar Pradesh under the purview of Amul.
  • A BE in agriculture from the College of Technology & Agriculture Engineering, Udaipur, and a first-batch (1982) graduate from Institute of Rural Management, Anand (Irma), Sodhi has risen from the ranks at GCMMF.
  • At his first job as senior sales executive in Jaipur, Sodhi was tasked with taking over the sales and marketing activities from Voltas, which used to distribute products on behalf of GCMMF, and establish the federation’s own network.
  • Under his supervision, Amul’s product portfolio also saw rapid expansion. He spearheaded some of its most creative advertising campaigns, including the launch of Amul ice-cream and Amul milk.
  • Shri R S Sodhi, MD-GCMMF, receives prestigious “QIMPRO GOLD STANDARD Quality Award 2013.”

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