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Amul, one of the most trusted dairy product brands by all levels of society in India. This trust has been built over decades purely based on the quality of the products. Founded in 1946, Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), a cooperative body that comprises over 3.6 million milk producers of Gujarat today. It has not just won over the trust of its consumers but also of the local milk producers who before associating with Amul were exploited by traders and agents in the cities, as they were at their mercy as they had no other option than the milk being a perishable product. Thus Amul has enjoyed a long and ubiquitous presence in the hearts and minds of Indians.
Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel was the founding chairman of the organization. The establishment of Amul played a profound role in contributing to India's 'white revolution'. It became a turning point in India's journey as a milk producer from a milk-deficient nation to the world's largest milk producer, even surpassing the USA in 1998. The successor of Tribhuvandas Patel, Dr Verghes Kurien, the founder-chairman of the GCMMF is credited for the success of Amul's marketing; he also came to be known as the father of the white revolution in India.
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Today, Amul employs more than 15 million milk producers in their approximately 144,500 dairy cooperative societies across India. Along with its 7200 exclusive parlours in India, Amul also has its establishment in over 50 countries. In 1999, Amul was awarded the "Best of All" Rajiv Gandhi National Quality Award " for maintaining the utmost level of quality in its plants. Amul even become the first Indian dairy firm to make a place in the global top 20 list released by Rabobank, a Dutch multinational banking and financial services company in 2020.
Amul is popular for its simple yet unique advertising that has been constant since its establishment. Amul's advertising mascot the "Amul Girl" hand-drawn cartoon of an Indian girl in a polka dot dress was made by Mr Sylvester Da Cunha. The brand has cleverly used the cartoon figure in its longest-running ad campaign, to instil an element of humour into its print ads. The Amul girl advertising campaign is often described as one of the best Indian advertising concepts. The Amul Girl even won the Guinness World Record for the longest-running advertisement campaign. The brand promotes all of its products under the same name –Amul, which leads to making its brand image stronger in the minds of its consumers. More brand visibility results in lesser marketing and advertising costs.
The company ensures that there is a product for each fragment of society to enjoy. Wikimedia CommonsWikimedia Commons
Amul is constantly working towards launching more innovative ideas in the market, be it making new products, creative marketing campaigns or challenging societal trends. It was the first-ever cooperative in the world to make skimmed milk powder from buffalo milk in the 1960s. What makes Amul such a strong, successful and trusted brand is not just its external structure with the consumers but also its internal three-tier cooperative structure which comprises of the village level that is affiliated with milk unions at the district level which in turn is federated to a milk federation at the state level.
ALSO READ: 15 amazing facts about Amul Butter Ads
It caters to the needs of all individual fragments in the society, from toddlers to kids to teenagers, men, and women, calorie-conscious, health-conscious, the company ensures that there is a product for each fragment to enjoy. Thus, it has built a strong brand association with its customers.
The cooperative has enabled farmers to be entrepreneurs of their produce and earn their living. The transparency of the organization ensures that there is no exploitation. In a true sense, Amul is a movement in itself that represents the economic freedom of the farmers.
Keywords: Amul, white revolution, branding, advertising, farmers, consumers
China's CoronaVac and Sinopharm Covid vaccines may be waning in immunity levels, several studies have shown. CoronaVac and Sinopharm -- both inactivated vaccines, which use killed SARS-CoV-2 virus -- account for almost 50 per cent of the 7.3 billion Covid-19 vaccine doses delivered globally. China administered about 2.4 billion doses of the vaccines to its citizens, but almost one billion doses have gone to 110 other countries, particularly the less wealthy nations, Nature reported.
However, many countries, including Seychelles and Indonesia, which used the vaccines reported Covid-19 surges earlier this year, sparking a debate about their waning protection and the need for boosters. "These are not bad vaccines. They're just vaccines that haven't been optimised yet," Gagandeep Kang, a virologist at the Christian Medical College in India's Vellore, who advises SAGE, was quoted as saying. After receiving a second dose of CoronaVac, only 60 per cent had high levels of neutralising antibodies one month, compared to with 86 per cent of those who had received two shots of the Oxford-AstraZeneca vaccine, revealed a study of 185 health-care workers in Thailand, not yet peer-reviewed.
China's CoronaVac and Sinopharm Covid vaccines may be waning in immunity levels, several studies have shown. | Photo by Steven Cornfield on Unsplash
After three months, the antibody prevalence dropped to just 12 per cent in the same group, Opass Putcharoen, an infectious-diseases specialist at the Thai Red Cross Emerging Infectious Diseases Clinical Center in Bangkok, was quoted as saying. However, "waning of antibodies isn't necessarily the same as waning of immune protection", noted Ben Cowling, an epidemiologist at the University of Hong Kong.
CoronaVac induces a significantly lower antibody response compared with Pfizer-BioNTech's mRNA jab one month after two doses, however, the T-cell response was comparable, showed a study from Hong Kong, also not peer-reviewed. Vaccines made using other technologies have seen a similar trend of waning antibodies and protection against infection, but more-robust protection against severe disease and death. But researchers say that because the Chinese inactivated vaccines start at a lower base of neutralising antibodies, the protection they offer could drop faster than those with a stronger head start, the Nature report said.
However, a drop in protection can prove deadly for the elderly. An analysis of about one million people, hospitalised with Covid-19 in Brazil, showed that CoronaVac offered up to 60 per cent protection against severe disease up to the age of 79. But in people over 80, CoronaVac was only 30 per cent effective at preventing severe disease and 45 per cent effective against death. As a result, several countries, including Chile, Abu Dhabi in the United Arab Emirates and China, are giving booster jabs of mRNA or viral-vector vaccine to people who received the CoronaVac or Sinopharm vaccines, the report said. (IANS/ MBI)
Keywords: antibodies, waning, coronavac, protection, vaccines
By Devina Kaur
Everything in life is temporary. The only constant in life is change itself. That is a reality that we cannot deny. The beauty of this fact is that it allows us to confront our fears, trust the magic of the moment, and enjoy the precious gift of life. What lasts forever is our true self -- the real you -- the person you were born to be. If you feel stuck, trapped, boring or insecure -- acknowledge yourself, find yourself and who you really are on the inside. Your shiny sexy brilliant self is there. It's been there all along. You just need to unveil it.
It's a very common question to ask: "Who am I?" and it's not an easy question to answer. We might be able to give a definition of ourselves, like professional or student, or that we're introverts or extroverts but this doesn't really represent our true selves. We might also try to describe our best qualities and say that we're kind and smart but again, these qualities only indicate the surface level of who we really are.
It's a very common question to ask: "Who am I?" and it's not an easy question to answer. | Photo by Alex Iby on Unsplash
To find out who we truly are, we need to delve deeper and create something that is uniquely ours. So instead of answering the question about who we are from society's perspective or what traits define us, it is better to answer by showing examples of what makes us the person that we are on our own.
A tree is perfectly content being a tree. It doesn't think about becoming a chair or a birdhouse. Yet it knows how to be what it truly is. Trusting in your own true nature is sexy, brilliant, and way more fun than any comparison game because it builds beyond the temporary.
Here are 3 ways to overcome temporariness:
*Invest in yourself
The most challenging thing in life is to unleash your potential, open your heart and shine. Start now by doing one thing 100 per cent for yourself -- spend time in inner development, learn a new skill, do something you have been dreaming of for a long time, or go somewhere nice and take a photo of yourself, really look at yourself in the mirror. Then look straight into the eyes of the person you see in the mirror and tap into your innermost desires with a promise to yourself that you will not stop until you have achieved your dreams and wishes. Focus on your career, be willing to be flexible with your time and desires and allow your needs and passions to change over time.
Focus on your career, be willing to be flexible with your time and desires and allow your needs and passions to change over time. | | Photo by Roberto Nickson on Unsplash
*Discover your true self
Discovering your true self is not easy. To do this, introspection is required. There are many ways that you can take the time to explore who you are, but it is important to find your passion and drive. Spend time being still and silent and using that time to get to know who you are. Once you know who you are, you can then practice radical self-acceptance. Through self-acceptance, we can have more self-love for ourselves. I have been lucky enough to know and love as my true self for so long. I have found the journey this year to be more meaningful than any other year in my life because it has given me the chance to explore who I am and what I am really passionate about. Don't forget to practice self-care and health, set boundaries, start knowing and accepting yourself, as self-acceptance leads to more self-love.
Spend time being still and silent and using that time to get to know who you are. | Photo by Taisiia Stupak on Unsplash
* Be kind to yourself: People often neglect themselves and fixate on their imperfections. This can lead to low self-esteem, self-doubt, and other negative thoughts that worsen the mental and spiritual senses. It is important that we maintain our own well-being even if it means doing things that we might not enjoy or feel like doing at first. This includes eating healthy foods, getting enough sleep, exercising, spending time outside in nature, reading a book, etc. I connect to the Earth and embrace my inner child by walking barefoot whenever I can. When you reach a stage of youth, you start to gain a clear vision of how you want your future to be like.
It is important that we maintain our own well-being even if it means doing things that we might not enjoy or feel like doing at first. | Photo by A A on Unsplash
The most successful people are the ones willing to learn new skills and unlearn their old conditioning! Don't forget to practice self-care and health and set boundaries. It starts with self-knowledge and self-acceptance, as self-acceptance can lead to more love. Remember that the journey to self-love is love itself. Your life has just begun, if you make the most out of it, your personal development becomes the best version of itself. (IANS/ MBI)
Keywords: development, nature, person, practice, yourself, acceptance
Actor and environmental activist, Dia Mirza, who is also the National Goodwill Ambassador for the United Nations Environment Program (UNEP) was showstopper for Indian designers Abraham & Thakore at the recently held LFW X FDCI event. The designer duo who are pioneers of slow fashion and sustainability in the Indian fashion landscape showcased a timeless sustainable collection.
IANSlife spoke with Mirza on sustainable choices when it comes to fashion.
Q: Did you enjoy the on-ground fashion event and the energy that came with the physical show and appearance?
A: Yes absolutely. It was just so refreshing and wonderful to finally be back from a virtual audience. Last year we did a digital show and the energy was just not there, this is an interactive experience and we draw so much from real people.
Q: The outfit that was chosen for you, how did it complement your style?
A: It's a garment that I think involves and is reflective of what I stand for, I deeply care about sustainability and I love the fact that the garment has been made with repurposed material, used and created with a hundred per cent post-consumer bottles, and made by the waste generated from the pieces of fabric that we discard while creating other garments. So it was a very special garment that really and truly celebrated repurposing and reusing and upcycling.
IANSlife spoke with Mirza on sustainable choices when it comes to fashion. | Wikimedia Commons
Q: In the world of fashion celebrity collaborations are replacing celebrity muses, what are your thoughts on that?
A: I think it's wonderful because you know, celebrities have interesting sensibility and you know designers and celebrities who care and have a similar value system and ethos work really well together. I have such wonderful partnerships with people, who have worked with me over the years. I haven't created a line with any of them yet, but I think it would be a lot of fun.
Q: How do you support sustainable fashion?
A: I think it's very exciting for India that we have so many more young upcoming and exciting designers, who make absolutely fantastic sustainable collections. Abraham & Thakore and the kind of work they've done over the years is fabulous, but what's even more important is the fact that they're empowering local craftsmen and artisans, creating livelihood support.
Q: A book, a movie, the gym, or a night out; your perfect way to unwind?
A: It really depends, but if I had to choose one, I would choose movies because I love cinema.
Q: What is an experience in your life that you're waiting to have?
A: Trekking up Machu Picchu.
(Article originally published on IANS life) (IANS/ MBI)
Keywords: indian, sustainability, designers, sustainable,