Unlocking in the Lockdown: Amul`s Surge during Testing Times

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: MKTG423
Case Length: 12 Pages
Period: 2019-20
Pub Date: 2020
Teaching Note: Available
Price: Rs.300
Organization : Gujarat Co-operative Milk Marketing Federation Limited ( Amul)
Industry :Food & Beverage
Countries : India
Themes: Marketing Strategy/ Direct to Consumer/ Advertising & Promotion/Crisis Management
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


On March 24, 2020, late in the evening, Narendra Damodardas Modi, Prime Minister of India, announced a stringent 21-day nationwide lockdown to contain the spread of the COVID-19 pandemic in the country. The lockdown limited movement of the entire 1.3 billion population of India. With the imposition of a self-proclaimed curfew (though essential services were exempted from the lockdown), people rushed to nearby grocery stores to stockpile essential commodities. Like many, Rupinder Singh Sodhi (Sodhi), MD of the milk cooperative body Gujarat Co-operative Milk Marketing Federation Limited (GCMMF, popularly known as Amul), also rushed to the nearby milk booth to stock up on milk products for household consumption. But, when he reached the nearest milk parlor, he saw that the shelves were almost empty. He managed to get whatever little was left – two small packs of curd and a pouch of buttermilk. Millions of families across India faced a similar situation of having to stock up or of not finding stuff that night and resorted to panic buying. On reaching home, Sodhi wondered, “If my own family is panicking what others must be going through.” He assured consumers across India that milk supplies would become normal as dairy products, being an essential food item, were exempted from the lockdown..

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