The Amul brand was born in the small town of Anand in Gujarat, India, in 1946. The brand was Dr. Verghese Kurien’s brainchild, often called the Father of the White Revolution in India. Dr. Kurien worked as a dairy engineer at the Gujarat Cooperative Milk Marketing Federation (GCMMF) when he was tasked with setting up a milk cooperative in Anand.
He succeeded in setting up the cooperative, which was named ‘Amul’ (an acronym for Anand Milk Union Limited). The cooperative was based on the ‘Anand Pattern’ of dairy development, which Dr. Kurien had developed. The Anand Pattern was a unique model of dairy development that focused on the needs of small-scale farmers. The Amul brand was built on the back of this cooperative. The cooperative supplied milk to the GCMMF, which then processed and sold it under the Amul brand. The Amul brand quickly became synonymous with quality milk and dairy products in India.
Today, the Amul brand is one of the most iconic brands in India. It is owned by the GCMMF, which is still based in Anand. The GCMMF is the largest food products marketing company in India. It sells a wide range of dairy products under the Amul brand and other food products.
The Amul brand is over 70 years old. It has come to represent the best of Indian dairy products. The brand is synonymous with quality, taste, and nutrition. It is loved by millions of Indians and is exported to over 50 countries. The Amul brand has been built on the back of a strong cooperative movement in India. The Anand Pattern of dairy development has empowered small-scale farmers and helped them to improve their livelihoods. The Amul brand is a shining example of how a cooperative can be successful.
The story of Amul: How a small cooperative in India took on the might of the dairy industry and won
It all started in the small town of Anand in the Indian state of Gujarat. In 1946, the local milkmen formed a cooperative called the Kaira District Cooperative Milk Producers Union Ltd. (later renamed Amul). The milkmen were tired of being exploited by the intermediaries who bought milk from them and then sold it to the big city dairies at a higher price. They decided to cut out the middlemen and sell milk directly to the dairies.
But the dairies would not let the milkmen get away so quickly. They formed their cooperative, the Gujarat Cooperative Milk Marketing Federation (GCMMF), which undercut Amul’s prices. Amul responded by setting up its milk processing plant. It then started selling milk powder, butter, and ghee (clarified butter) under the Amul brand.
The GCMMF retaliated by setting up its processing plant and selling milk products under the “Mother Dairy” brand name. But Amul was not to be outdone. It started selling a wide range of dairy products under the Amul brand, from ice cream to cheese.
Amul is a ₹61,000 crores company with a network of over 3.6 million milk producers. It is the largest food company in India and the world’s largest seller of dairy products. The story of Amul is the story of the power of cooperatives. It is a story of how small farmers can take on the might of the big corporations and win.
How Amul Became a Best Dairy Brand in India?
Amul is an Indian dairy cooperative society based at Anand in Gujarat. The brand name Amul, from the Sanskrit word Amoolya, means “priceless.” Amul was founded in 1946 as a response to the exploitation of small dairy farmers by the Polson dairy company; the cooperative was the brainchild of Tribhuvandas Patel. The Amul cooperative is now a very successful business, owned by 3.6 million small dairy farmers in Gujarat. India’s largest food product marketing organization has been ranked India’s most trusted brand multiple times.
So, how did Amul become such a successful brand?
The answer lies in the cooperative’s business model, which puts the interests of the farmers first. Amul pays its farmers fairly and provides them with access to quality feed and veterinary care. The cooperative also offers loans to farmers so that they can invest in their businesses.
Amul’s success is also due to its innovative marketing campaigns. The brand’s iconic mascot, the Amul Girl, first appeared in 1966 and has been used to significant effect in a series of humorous ads that have become part of popular culture in India. Amul’s ads are entertaining and communicate a strong message about the brand’s commitment to quality and its support for the farmers who produce its products.
Amul's Marketing Strategy: How Amul became a household name in India
Amul is a brand that is synonymous with India. It is a brand loved by all and has a special place in the hearts of the people of this country. Amul has achieved this feat by following a straightforward marketing strategy. Amul’s marketing strategy can be summed up in three words – quality, affordability, and availability.
Amul has always been a brand that provides quality products to its customers. The company has never compromised on the quality of its products, which has been one of the main reasons for its success. It is a brand that is affordable for all. It offers its products at very reasonable prices, which has helped it become a household name in India.
Amul is a brand that is available everywhere. It has an extensive distribution network, which has helped it reach out to all corners of the country.
Amul’s marketing strategy has been straightforward, but it has been very effective. The company has always focused on providing quality products to its customers at affordable prices and has ensured that its products are available everywhere. This has helped Amul to become a household name in India.
Also, The Amul Girl has played a significant role in the brand’s success. The Amul Girl is one of the most iconic advertising characters in India. She first appeared in 1967 and has been a part of Amul’s marketing strategy for over 50 years. The Amul Girl is a symbol of the brand’s commitment to quality and freshness, and she represents the company’s playful and fun-loving personality.
Amul’s advertising campaigns are known for their wit and humor. The Amul Girl is often featured in ads that take a light-hearted approach to current affairs. She has been used to comment on various topics, from politics to pop culture.
The Amul Girl is a famous cultural icon in India. She has been featured on television shows, movies, and comic books. In 2012, she was even given her wax statue at the Madame Tussauds museum in Delhi. The Amul Girl is a timeless symbol of the brand. She represents Amul’s commitment to freshness, quality, and fun.
How Amul's Dairy Products are Made
Amul dairy products are made from milk sourced from Amul’s network of over 3.6 million milk producers. The milk is collected from the producers and transported to Amul’s dairy plants, where it is processed into various dairy products. Amul’s dairy products are made using the latest technology and equipment. The milk is first pasteurized to kill any harmful bacteria. It is then homogenized to ensure that the fat particles are evenly distributed throughout the milk. The milk is then standardized to ensure it contains the right fat and solids.
After the milk has been pasteurized and homogenized, it is ready to be made into various dairy products. Amul produces a wide range of dairy products, including milk, butter, cheese, ice cream, and yogurt. Amul’s dairy products are made using only the highest quality milk. The milk is sourced from Amul’s network of over 3.6 million milk producers. The milk is collected from the producers and transported to Amul’s dairy plants, where it is processed into various dairy products.
Amul’s dairy products are made using the latest technology and equipment. The milk is first pasteurized to kill any harmful bacteria. It is then homogenized to ensure that the fat particles are evenly distributed throughout the milk. The milk is then standardized to ensure it contains the right fat and solids.
After the milk has been pasteurized and homogenized, it is ready to be made into various dairy products. Amul produces a wide range of dairy products, including milk, butter, cheese, ice cream, and yogurt.
Amul's Product Range
Amul has a range of over 500 products, including milk, butter, cheese, ice cream, cream, ghee, chocolate, shrikhand, khava, Dahi, buttermilk, and baby food. It also sells milk powder, skimmed milk powder, and condensed milk.
Amul’s products are available in over 500,000 outlets in India. The company has a turnover of ₹61,000 crores and has been ranked in the 50 most trusted brand in India in the Brand Trust Report 2022, a study conducted by TRA (formerly Trust Research Advisory).
FAQs
Who was the founder of Amul company?
Amul was founded by the Late Dr. Verghese Kurien and Tribhuvandas Kishibhai Patel.
What is the complete form of Amul?
Amul is the abbreviation for Anand Milk Union Ltd.
When was Amul factory established?
14 December 1946
