Dairy giant Amul co-operative will be one of the official sponsors of India’s Olympic athletes in Rio. The co-op, which is jointly owned by 3.6m milk producers, is the country’s biggest food brand.
Amul will pay RS 10m (£113,000) to the Indian Olympic Association. The co-op has also sponsored India’s Olympic team at the London 2012 Olympic Games, as well as the Glasgow Commonwealth Games and the 17th Asian Games in South Korea.
The dairy co-op plans to launch a series of advertising campaigns over the coming months to promote the collaboration.
“Amul is committed to strengthening the Olympic movement in India and encourage the young generation from all over the country to take up sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the Olympic Games Rio 2016,” said Amul managing director R S Sodhi, speaking at a press conference announcing the partnership. He added that milk was important in building the physical and mental strength of athletes.
“Nutritious dairy diet is an important part in the diets of athletes around the world. Participation in Olympics is the aspiration of every athlete and with the kind of investments made by our country in this arena to select, nurture and train the best athletes, we are confident that Indian contingent will deliver the best ever performance in the Olympic games and make our country proud,” he said.
Ms Sodhi announced the sponsorship on 29 June after Mr Sodhi and Shri Rajeev Mehta, secretary general of the Indian Olympic Association (ION), had signed the official agreement.
The Gujarat Cooperative Milk Marketing Federation (GCMMF), which trades as Amul, reported a turnover of Rs. 230.05m for the financial year 2015-2016, an increase of 11% from last year. The federation includes 17 member unions and sells 12m litres of milk bags per day in India.
The Rio Olympic Games will start on 5 August. India’s delegation will include over 100 athletes, the largest group ever sent by the country, including high hopes Sania Mirza (Tennis), Jitu Rai (shooting), Saina Nehwal (badminton), and Shiva Thap and Mary Kom (boxing).