Amul has been rated as the Top Indian Green Brand by the Global Green Brands Study which reveals current consumers’ attitudes and perceptions towards green issues.
The team behind the public opinion research Cohn and Wolfe, Esty Environmental Partners and Penn Schoen Berland polled over 9,000 people in eight countries from April 2–May 3, 2011 ranking more than 370 brands and determined which companies have the greenest reputation across the world. 1101 respondents from top metros of India were surveyed.
The countries, where the poll was conducted, includes Australia, Brazil, China, France, Germany, the USA, the UK, and India.
As per the research, India is the only country to choose deforestation and air pollution as the most important green issue. India is also the only country in which more consumers say it should be developing countries that should focus on green innovation versus developed countries.
Commenting on this, R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (GCMMF) said that Amul’s initiative of planting 8-9 million saplings by its 3 million members on a single day (15th August) in 15000 villages since last 4 years has been recognized by the consumers.
The milk producers plant saplings on their own at pre-identified locations like their farm, near their homes, on farm bunds etc. to help improve the forest cover. A total of 24 million saplings have been planted so far and another 10 million will be planted on 15th August 2011.
The International Dairy Federation has also awarded Amul Green movement as the Best Environment Initiative in the “Sustainability category” in 2010. It has also been awarded Srishti’s Good Green Governance Award for four consecutive years since 2007.
The 2011 findings emphasize that brands must not only develop environmental strategies to address their environmental impact, but they must also connect with consumers in a compelling and relevant way on a market-by-market basis.
Today, being only eco-friendly is not enough—brands should be both green and consumer-friendly, and only this can help them win big. The Amul model has demonstrated that it cares for the consumers, producers and also the environment on a sustainable basis.