About us

A quote that Amul is a perfect example of. Anand Milk Union Limited, popularly known as Amul, is a cooperative society based in Anand, Gujrat, India. Amul was established in 1946- it was found as a movement against the exploitation of marginal milk producers by traders and agents in small cities who marketed Polson butter. The unfair trade practices angered the masses, hence, the farmers of Kaira and their leader Tribhuvandas K. Patel approached Sardar Vallabhbhai Patel, who advised them to form a cooperative. The cooperative society was a ray of hope and a source of courage for the milk farmers of Gujarat.

Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), a cooperative body that comprises 3.6 million milk producers of Gujarat today.

By leveraging the strength of millions of milk farmers, India has become the largest milk-producing country globally with the help of cooperatives like Amul. Some facts about the milk industry in India: 22% of the world’s milk production, serving as a livelihood of 100 Mn families and contributes 4.5% to the National GDP. Hence understanding the Marketing strategy of the largest milk cooperative in India, Amul, becomes very important.

History

Let us quickly go through the history of Amul and acquaint ourselves with the brand’s origins to understand its communication better.

It’s time we start understanding how Amul has been growing stronger over the years. Every brand sets up a business model which they abide by and can make changes to it with time. A business model is essentially the company’s core strategy for a profitable business. Let us take a look at Amul’s business model.

Amul has always been clear about standing with the farmers and working in their interest; they aim to benefit the farmers and provide the value of money products to customers. The Amul model is a three-tiered structure that it implements in its dairy production:👉No Middlemen: Amul directly links the milk farmers with the consumers- this tactic not only protects the farmers from being scammed by the middlemen but it also makes the products more affordable for the customers. 👉Farmers are in control: Farmers control the procurement, processing and marketing. 👉Run by professional management

Amul is always a step ahead of everyone in the marketing game; their top priority like any brand is to have a high top of mind recall among the customers. Their excellent dedication and consistency have made them one of the leading FMCG organisations of India. Let us look at their unique marketing style.