Dairy giant Amul on Monday reached out to the Indian Railways on its official Twitter handle with a business proposition to use its refrigerated parcel vans to transport Amul butter across India.
@RailMinIndia, Amul is interested in using refrigerated parcel vans to transport Amul Butter across India. Request to please advise.— Amul.coop (@Amul_Coop) October 23, 2017
The Railways promptly responded on the micro-blogging site, using a popular tag line of the company for the brand. “IR will be utterly butterly delighted to get the taste of India to every Indian,” the ministry’s handle @RailMinIndia tweeted.
IR will be utterly butterly delighted to get the taste of India to every Indian. https://t.co/dwUGzcBhBi— Ministry of Railways (@RailMinIndia) October 23, 2017
The Indian Railways extensively uses Twitter to address passenger woes. But this could perhaps be the first time the national transporter has received a business proposition on the micro-blogging site. “@RailMinIndia, Amul is interested in using refrigerated parcel vans to transport Amul Butter across India. Request to please advise,” the dairy major had tweeted to the Railways.
The Indian Railways had introduced the refrigerated van service a few years ago with an aim to facilitate the transportation of perishable commodities such as fruits, vegetables, frozen meats/poultry and chocolates, but most of the vans were lying defunct, according to a ministry official.
However, this service exists only on specific routes. “We would certainly like to capture this traffic. Let us see what can be done,” the official added. The senior divisional manager of the Ahmedabad Division will meet officials from Amul today to discuss this, said the official. He said that the South Western Railway has some refrigerated vans, they can be repaired and used by the Railways to assist Amul.
This resulted in a flurry of responses from Twitterati, some appreciating the transparency while others complained about the poor quality in train services:
Now that's transparency :)— Mahim Pratap Singh (@mayhempsingh) October 24, 2017
That tweet is "utterly butterly delicious"...— Subhankar Misra (@subhneet2239) October 23, 2017
Hahahaha.. Person handles railmin tweets has good sense of humor☺️— Janani Subramanian (@cajananimani) October 24, 2017
@Amul_Coop delighted 2 see such formal communications is going out of d way & adaptive 2 new trend— soumendu (@dasoumendu) October 23, 2017
Yes, 'Taste of India' must be carried on the 'Wheels of India' to each 'Home of India' for an utterly butterly healthier India. @Amul_Coop— Nabajyoti Borkakoty (@nb_Assam) October 23, 2017
While there were also those who weren't so pleased and lashed out:
Haha 😁😁😁 good one but beware of delay and unprofessionalism of railway. May be u deliver butter and receive milk @Amul_Coop— Ram Tiwari (@RAM_G_1984) October 23, 2017
Dont b so delighted. Too much butter will increase yr cholesterol. U r already too old. Get derailed once in a week 🤣— Shanks (@Sankha_Nath) October 23, 2017
First of all stop lootmar in the name of Dynamic Fare— Jawaid Ahsan (@jawaidahsan11) October 24, 2017
Allow... And it should be given instruction that they should provide it to passenger at a fair rate— Ashwini Kumar (@Ashwini68560901) October 24, 2017