BWI: Amul sponsors Sauber F1 Team in India

Press release from Business Wire India
Source: Amul
Thursday, September 29, 2011 02:15 PM IST (08:45 AM GMT)
Editors: General: Consumer interest, Food & drink; Business: Media & entertainment
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Amul sponsors Sauber F1 Team in India


Anand, Gujarat, India, Thursday, September 29, 2011 -- (Business Wire India) -- India's largest food brand Amul is the official partner of Sauber F1 team at the inaugural Indian Grand Prix. Monisha Kaltenborn, Chief Executive of the Sauber F1 Team, said: "We are proud that we can announce this partnership with Amul, one of India's leading brands. Amul products are present in practically every household. Having spent my childhood in Dehradun, India, I have fond memories of Amul, especially the Amul butter."

R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation Ltd., welcomed Sauber F1 Team to the first ever F1 Grand Prix in India.

He added that Amul's vision for success through teamwork, technology, speed and innovation matches the core values of Formula 1. For instance, technology has been the driving force for over 6 decades at Amul, be it for breed improvement, IT integration at village level for procurement, processing of milk and for development of several products for the first time in the world like milk powder from buffalo milk in 1960's to pro-biotic and sugar free ice creams in recent times.

Talking about the Amul's sponsorship of a F1 Team, Mr Sodhi said that milk is the healthiest natural beverage known to mankind since time immemorial. We could not have lost this opportunity to showcase this to the world at first ever F1 race in India, the largest producer of milk in the world.

The association with Sauber F1 Team will enhance the Asia's largest milk brand -Amul's global brand presence. Currently, there is no food brand associated with any F1 team with on-car presence.

Amul logo will appear prominently on the two Sauber F1 Team race cars the rear wing front face and the drivers' helmets. Several product integrations too are being planned.

Gujarat Co-operative Milk Marketing Federation is India's largest food products marketing organization. It procures 4 billion litres of milk annually from 3 million milk producers in more than 15000 villages, twice a day, and processes and markets its product range comprising Amul butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc in 3000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2010-11 was US$ 2.2 billion.

Peter Sauber founded his company, PP Sauber AG, in 1970 for the design and construction of racing sportscars. In 1988, Sauber became the Mercedes works team in the sportscar world championship. One year later, Sauber-Mercedes celebrated a one-two victory in the famous 24-hours race at Le Mans and won the world championship title for drivers and teams only one year later. The Sauber Team has been in Formula One since 1993. In 2007 the team finished second in the constructors world championship, and in 2008 Robert Kubica won the Canadian Grand Prix ahead of his team mate Nick Heidfeld. The Sauber F1 Team's race drivers in 2011 are Kamui Kobayashi and Sergio Perez.

Website : www.amul.com

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Amul Sponsors F1 Team
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CONTACT DETAILS
R S Sodhi, Managing Director, GCMMF Ltd., Amul, +91 9375032201, sodhi@amul.coop

KEYWORDS
CONSUMER, FOOD, MEDIA

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