Brand Amma is growing day by day. Friday saw Tamil Nadu Chief Minister J Jayalalithaa, affectionately called Amma by everybody in Tamil Nadu, launch yet another initiative under the brand name Amma.
From Monday onwards, people in the State will get Amma Cement at subsidised rates. While cement in the State costs Rs350 for a 50 kg bag right now, the public sector Tamil Nadu Cement Corporation will sell cement at Rs190 for a 50 kg bag.
There had been a lot of complaints about the sudden spurt in cement prices over the last three months. Industry sources said cement prices shot up by 125 per cent during the last three months.
According to the announcement made by Jayalalithaa on Friday morning, each person who has a Government-approved plan for building houses is eligible for 750 bags of concessional cement while those renovating or repairing their houses would be able to avail 100 bags at the subsidised rate. The Government will procure two lakh tons of cement from private manufacturers every month and sell it through all urban and rural local bodies at Rs190 per bag. Since coming to power, Amma has launched a series of schemes under the Brand Amma initiative, some of which have even got international attention.
The Amma Restaurants which sell idli at Re one per piece and meals at Rs5, have drawn curious policy-makers not only from other States in the country but also from Egypt.
Amma Restaurants were followed by Amma Mineral Water (Rs10 per litre), Amma Salt, Amma Pharma (which sells subsidised medicines) and Amma Vegetable and Fruit stores that sell fresh stocks at half the supermarket rates. Sources in AIADMK said Amma Soap is also on the anvil.
However, what makes the launch of Amma Cement interesting is the timing of the announcement. The whole of Tamil Nadu is waiting with bated breath for Saturday when the judge of the special court in Bangalore would pronounce the verdict in the disproportionate assets case in which Jayalalithaa is one of the accused.
Any adverse verdict would see Jayalalithaa losing the chief ministership as well as the membership of the legislative Assembly.
AIADMK leaders all over Tamil Nadu and members in her Council of Ministers are offering prayers for the success of their leader. But Jayalalithaa, the central character, is unmoved and unaffected. She is already prepared to face any eventuality.
The Chief Minister will fly by a special aircraft to Bangalore on Saturday morning. K Rosaiah, Governor of Tamil Nadu has kept the day free of all engagements. If Jayalalithaa is convicted, she will fly back to Chennai by noon and the name of the new legislature party leader would be announced within hours. The swearing in of the new Chief Minister could take place by Saturday evening itself.