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Amul has enjoyed a long and ubiquitous presence in the hearts and minds of Indians.

Amul, one of the most trusted dairy product brands by all levels of society in India. This trust has been built over decades purely based on the quality of the products. Founded in 1946, Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), a cooperative body that comprises over 3.6 million milk producers of Gujarat today. It has not just won over the trust of its consumers but also of the local milk producers who before associating with Amul were exploited by traders and agents in the cities, as they were at their mercy as they had no other option than the milk being a perishable product. Thus Amul has enjoyed a long and ubiquitous presence in the hearts and minds of Indians.

Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel was the founding chairman of the organization. The establishment of Amul played a profound role in contributing to India's 'white revolution'. It became a turning point in India's journey as a milk producer from a milk-deficient nation to the world's largest milk producer, even surpassing the USA in 1998. The successor of Tribhuvandas Patel, Dr Verghes Kurien, the founder-chairman of the GCMMF is credited for the success of Amul's marketing; he also came to be known as the father of the white revolution in India.

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Today, Amul employs more than 15 million milk producers in their approximately 144,500 dairy cooperative societies across India. Along with its 7200 exclusive parlours in India, Amul also has its establishment in over 50 countries. In 1999, Amul was awarded the "Best of All" Rajiv Gandhi National Quality Award " for maintaining the utmost level of quality in its plants. Amul even become the first Indian dairy firm to make a place in the global top 20 list released by Rabobank, a Dutch multinational banking and financial services company in 2020.

Amul is popular for its simple yet unique advertising that has been constant since its establishment. Amul's advertising mascot the "Amul Girl" hand-drawn cartoon of an Indian girl in a polka dot dress was made by Mr Sylvester Da Cunha. The brand has cleverly used the cartoon figure in its longest-running ad campaign, to instil an element of humour into its print ads. The Amul girl advertising campaign is often described as one of the best Indian advertising concepts. The Amul Girl even won the Guinness World Record for the longest-running advertisement campaign. The brand promotes all of its products under the same name –Amul, which leads to making its brand image stronger in the minds of its consumers. More brand visibility results in lesser marketing and advertising costs.

Amul panoramio The company ensures that there is a product for each fragment of society to enjoy. Wikimedia CommonsWikimedia Commons

Amul is constantly working towards launching more innovative ideas in the market, be it making new products, creative marketing campaigns or challenging societal trends. It was the first-ever cooperative in the world to make skimmed milk powder from buffalo milk in the 1960s. What makes Amul such a strong, successful and trusted brand is not just its external structure with the consumers but also its internal three-tier cooperative structure which comprises of the village level that is affiliated with milk unions at the district level which in turn is federated to a milk federation at the state level.

ALSO READ: 15 amazing facts about Amul Butter Ads

It caters to the needs of all individual fragments in the society, from toddlers to kids to teenagers, men, and women, calorie-conscious, health-conscious, the company ensures that there is a product for each fragment to enjoy. Thus, it has built a strong brand association with its customers.

The cooperative has enabled farmers to be entrepreneurs of their produce and earn their living. The transparency of the organization ensures that there is no exploitation. In a true sense, Amul is a movement in itself that represents the economic freedom of the farmers.

Keywords: Amul, white revolution, branding, advertising, farmers, consumers


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