Amul:- The Case Study Of The Taste Of India
Case Study

Amul:- The Case Study Of The Taste Of India

amul-logo-next-big-brand
Pritish raj
Written by Pritish raj
[email protected] | Noida | Published on: July-18-2019 05:07 PM

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. 

Amul- Next Big Brand

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- Next Big Brand

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- Next Big Brand

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.”

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About the author

Pritish raj

Pritish raj

Pritish Raj is a content writer at Next Big Brand. Hailing from the diversified state of Bihar, he is an engineer by education who chooses the way of poetry, photography, and writing to kick off his career.
Highly enthusiastic about brands and startups, he aims to be a travel content creator.

9113327413 | A-73, Hackerspace, Noida sector- 2 Noida UP 201301

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