Amul:- The Case Study Of The

Taste Of India

by Pritish raj

November 11, 2019

in Case Study

3 min read

amul-logo-next-big-brand-source-wikipedia

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Anand Milk Union Limited or Amul India is an Indian cooperative dairy company, formed in
1948. Based at Anand, Gujarat, it is managed by the Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMF). Amul impelled India’s White Revolution, which made the country
the world’s largest producer of milk and dairy products.
The white revolution was led by Tribhuvandas Patel under the guidance of Sardar Patel. Later,
Kaira District Milk Union Limited was born in 1946. He hired Dr. Verghese Kurien (founder-
chairman of the GCMMF) three years after the white revolution. Kurien is credited with the
success of Amul’s marketing. Amul has ventured into markets overseas.

History
Amul enlisted on 14 December 1946 as a reaction to the abuse of minimal milk producers by
brokers or operators of the main existing dairy, the Polson dairy, in the small city separations to
convey milk, frequently turned sour in summer, to Polson. The costs of milk were discretionarily
decided. The administration had given restraining infrastructure rights to Polson to gather milk
from Kaira and supply it to Bombay city.

The first Milk Plant of Amul.

Source:- amuldiary.com
Rankled by the unreasonable exchange prices, the farmers of Kaira approached Sardar
Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised
them to form a Kaira District Co-operative Milk Producers’ Union and supply milk directly to
the Bombay instead of Polson.
By June 1948, the Kaira District Co-Operative Milk Producers Union Ltd had started
pasteurizing milk for the ‘Bombay Milk Scheme’. In 1973, Amul celebrated its 25th Anniversary
under the leadership of Tribhuvandas Patel, Morarji Desai, Maniben Patel, and Verghese Kurien.
Later, Dr. Verghese Kurien managed the cooperative with H.M. Dalaya. Dalaya’s development
of making skim milk powder from buffalo milk and making it on a business scale led to the first
modern dairy of the cooperative at Anand. Afterward, five unions in other districts Mehsana,
Banaskantha, Baroda, Sabarkantha, and Surat were set up.
Amul was awarded as the “Best of all” Rajiv Gandhi National Quality Award. Technological
improvements at Amul have spread to different parts of India. In the course of the last five and a
half decades, dairy cooperatives in Gujarat have made a financial system that connects more than
3.1 million dairy products with a great many purchasers in India. On September 30, 2018, Prime
Minister Narendra Modi inaugurated Amul’s chocolate plant in Mogar, Gujarat.

Advertising
Amul hired Sylvester da Cunha, to design a campaign as a series of hoardings with topical ads,
relating to day-to-day issues for Amul Butter, in 1966. DaCunha earned a Guinness world record
for the longest-running ad campaign in the world. Cartoon artist Kumar Morey and scriptwriter
Bharat Dabholkar had been involved with Amul for sketching the ads. Dabholkar acknowledged
administrator Verghese Kurien for making a free climate that cultivated the advancement of the
advertisements.
Amul Girl- The Most Loved Ad Icon of India.
Source- amuldiary.com
It encounters several political pressure, including commenting on the Naxalite uprising in West
Bengal, the Indian Airlines employees strike, and depicting the Amul girl wearing a Gandhi cap.
When the Supreme Court overruled the judgment of Delhi High Court and criminalized the
homosexuality again, Amul tweeted a picture featuring the Amul butter girl, implying that
‘freedom of choice’ died in ‘2013’
Their Ad on Aagey Badhta Hai India had a brilliant reaction from the group of spectators. It
essentially talked about how their Milk is viewed as a family item with an infectious tune related
to it. It has near 2 Million perspectives on YouTube.

Products
Amul markets a wide scope of items including milk powders, milk, ghee, chocolate, Shrikhand,
Gulab Jamun, dessert, cream, and others making it the biggest sustenance brand in India with a
yearly turnover in abundance of US $1 billion (2006-07).
Amul Products.
Source:- rediff.com

Growth
The Gujarat Cooperative Milk Marketing Federation Ltd., which markets Amul milk and dairy
items, detailed a 13% expansion in turnover to Rs 33,150 crore on March 31, 2019.

International Operations
Amul is the biggest exporter of dairy items in the nation and it is accessible in more than 40
nations. The real markets are the US, West Indies, nations in Africa, the Gulf locale, Singapore,
the Philippines, Thailand, Japan, and China.
B M Vyas, Managing Director, GCMMF stated, “We have demonstrated that if a level-playing
field is provided, Indian dairy products are successful in the global market. Growth in consumer
pack exports has been credible and we have consolidated our exports.”
https://www.nextbigbrand.in/fmcg/amul-legal-notice-sent-to-google-india-for-fake-ads/