AMUL and a case in marketing

Many of us first encountered Amul through the catchy tune of ‘Amul Doodh Peetha Hai India’ echoing from our television sets. Although we were quite young at that time, as we grew older, any variation of that tune never failed to stir a blend of memories.

Established in 1946, Anand Milk Union Limited, popularly known as Amul, has become a household name in India. This cooperative society has successfully marketed a diverse range of dairy products nationwide, including milk, butter, cheese, and ice cream, making it a market leader in the dairy industry.

Amul’s enduring success can be attributed to the quality of its products, continuous innovation, and notably, its inventive marketing strategies that have resonated with consumers. The brand’s advertisements, often infused with humor and catchiness, have played a pivotal role in building a loyal customer base.

Even during the challenges posed by the Covid-19-induced lockdown, which affected many companies and disrupted their operations, Amul managed to achieve a turnover of Rs 53,000 crore. Additionally, the brand introduced 60 new products and donated Rs 800 crore to support rural farmers. Looking ahead to 2022, Amul aims to reach a turnover of Rs 60,000 crore and has set an ambitious target of achieving Rs 1 lakh crore in sales by 2025. This remarkable resilience and growth showcase Amul’s ability to adapt, innovate, and maintain its position as a beloved brand in the hearts of consumers.