From salt to pharmacies, will Brand Amma survive after Jayalalithaa?
While Jayalalithaa may have died her political legacy will continue to survive through the slew of ‘Amma’ branded products and services
Tamil Nadu’s late Chief Minister and AIADMK’ Supremo J Jayalalithaa is no novice when it comes to building her image. There is an impressive list of goods and services that Jayalalithaa launched as chief minister of Tamil Nadu from 2011 to 2016. These goods and services not just touched the lives of the poor but also benefitted the middle class immensely. The series of schemes – low-cost canteens, water, medicines, seeds etc under the brand Amma made headlines.
Each one of these goods and services had Jayalalithaa’s face on it. It was one of the most successful mass branding exercise anywhere in the world. From salt to grinders to bottled water to cement and even baby care products – all of these were either free or at heavily subsidised costs for the poor.
People of Tamil Nadu were accustomed to seeing Jayalalithaa on everything that was essential for their survival. A senior AIADMK member said that idea behind brand Amma is to touch the people’s lives in as many ways as possible and to accelerate governance delivery in the state. While this helped Jayalalithaa cement her formidable position among Tamil voters as their messiah, it rankled her political opponents immeasurably. Political rivals like the DMK and DMDK have their own strong leaders whose personality cults have been overshadowed by Amma’s massive voter outreach through products branded in her name.
Here are some of the Amma brand products that became very popular:
1) Amma Water: These one litre bottles of water called ‘Amma Kudineer’ available at inter-state bus stops has been very popular among commuters. That’s because at Rs 10, it is half the price of other branded packaged water. Even the Indian railways manages to sell its ‘Rail Neer’ at Rs 15 per bottle. That’s 50% more than Amma Kudineer. This water is manufactured by the transport department of state government at its plant is in Thiruvalluvar district. Established in 2003 it can process 3 lakh liters of water a day. The strategic placement of Amma Kudineer at long distance bus stops means a grand visibility of her name and brand across all of Tamil Nadu’s 32 districts. The AIADMK government also had plans to expand production facilities by setting up nine more plants. These could be put on hold by Jayalalithaa’s opponents.
2) Amma Canteen: This is one of the most radical steps taken by any politician in India after MG Ramachandran who is credited for introducing the mid-day meal scheme in India. Called Amma Unvagam, these canteens have come as a lifeline for not just daily wagers and students but to thousands of middle class professionals working in India. That’s because food served in these canteens is not just cheap but also nutritious and hygienic. A plate of two idlis is priced at Rs 2, a plate of sambar rice comes at Rs 5 and a plate of curd rice costs Rs 3. Although located in Chennai and select urban centres, Amma canteens endeared Jayalalithaa to voters irrespective of their caste or class. Launched in 2013, the popularity of these canteens was one of the reasons Jayalalithaa swept the 2014 Lok Sabha elections with her party bagging 37 of the 39
The model is being studied by other states in India and by other countries. It was reported that the Delhi government is going to set up highly subsidised ‘Aam Aadmi canteens’. Each canteen costs around 5-6 lakh. Income in the past over 12 months has crossed Rs 15 crore. However, the Chennai Corporation was incurring a loss of Rs 5 lakh a day as the average daily expenses at Rs 14 lakh and the average daily revenue at Rs 9 lakh as per an earlier estimation. Corporation officials then said that the canteens in Chennai serve over 2 lakh people a day.
3) Amma Salt: This was yet another masterstroke by Jayalalithaa in 2014 when most of the subsidized salt produced by Tamil Nadu Salt Corporation (TNSC) was rebranded with her name and face. Amma Salt was taken out in three varieties. The refined free flow variety was priced at Rs 10, which was at half the market price of other salt brands. Jayalalithaa also introduced a double fortified variety for Rs 21 per kilogram. The low sodium variety, for those with blood pressure problems, was priced at Rs 25 per kilogram. With the salt becoming a super hit, the government further reduced the price to Rs 8 a few months later. The state government had plans to launch Amma salt across India in a bid to project Jayalalithaa as a national leader. While the AIADMK will continue this scheme, AIADMK’s political rivals could stop the use of Jayalalithaa’s brand on the salt packets when they come to power.
4) Amma Pharmacies: This was one of the most humane decisions taken at the most appropriate time by Jayalalithaa. These pharmacies were set up to provide cheap medicines at a time when pharma companies were selling lifesaving drugs at exorbitant profits. This also came as a boon to people with no medical insurance and endeared Jayalalithaa to the masses. Medicines were sold at a third of their market price. Reports suggest that this not only helped people but also forced some drug stores to reduce the prices of essential medicines to avoid losing their business to Amma pharmacies. Within a year of its launch, Amma pharmacies touched the 100 mark by 2015. Despite their limited reach, these became an instant hit among the poor and were one of the reasons Jayalalithaa retained power bucking all trends in the 2016 assembly elections.
5) Amma Mixer Grinders: Perhaps the most visible sign of ‘Brand Amma’ in every Tamil household were the mixer grinders and table fans bearing Jayalalithaa’s image. An essential tool in every Tamil kitchen, the mixer grinders were a symbol of Jayalalithaa’s impressive march into the Tamil psyche.From coastal towns to remote tribal hamlets to urban shanty towns, these appliances permeated every inch of Tamil society. This was one of the first promises she fulfilled after winning the state elections in 2011. The scheme was brilliant. Morre than 10 million families were handed a package which consisted of a wet grinder, a mixer and a table fan. Each package cost the state exchequer Rs 5000 but that was a small price to pay for Jayalalithaa. With this move she reiterated her impression among the masses as a leader who not just promises but also delivers. These appliances were robust and came with a two-year warranty.
While Jayalalithaa may have died her political legacy will continue to survive through the slew of ‘Amma’ branded products and services.
Source: Business Standard
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