Anand Milk Union Limited - AMUL

 Amul was founded in 1946 in Anand, Gujarat with a mission to stop the
exploitation of the farmers by middlemen.
 Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which is jointly owned by more than 3.6 million milk producers of
Gujarat.
 Amul spurred the White Revolution in India, which placed India at the top of
milk producing nations.
 The Amul corporative was created by Dr Verghese Kurien, who is also known
as the Father of the White Revolution in India.
 More than 15 million milk producers pour milk in 144500 dairy cooperative
societies across the country.
 Amul is present in over 50 countries, and in India alone has more than 7200
exclusive parlours.
 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 has been awarded the Guinness World Record for the longest running
advertisement campaign.

Key Success Factors –

1. The Amul Girl (The Amul Advertising Campaign)
The Amul girl is the advertising mascot used by the company to promote the brand.
The brand has been cleverly using the cartoon figure in its longest running ad
campaign, to instil an element of humour into its print ads. The content is liked by
the people and results in better customer engagement. This increases the brand
recall value for Amul. Hence, the Amul girl advertising campaign is often described
as one of the best Indian advertising concepts.

2. Innovation
Amul has constantly been innovating – be it launching new products, creative
marketing campaigns or challenging traditional societal trends to come up with
better ones.

In the 1960’s, Amul became the first brand in the world to make skimmed milk
powder from buffalo milk. Also, with its three-tiered cooperative structure, Amul
changed from traditional operations to a more cost-efficient and effective structure.

For its continuous innovation, the brand won the “CNN-IBN Innovating for Better
Tomorrow Award” and “World Dairy Innovation Award” in the year 2014.

3. Strong Brand
Amul follows the Branded House Architecture way, wherein whatever they promote;
they promote it under one common brand name – Amul. The prime focus is on
promoting the parent brand rather than individual products which helps them gain
more brand visibility and results in lesser marketing and advertising costs.

4. Efficient Supply chain

Amul follows a three-tier cooperative structure which consists of a dairy cooperative
society at 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. Milk is collected at the
village dairy society, procured and processed at the district milk union and marketed
at the state milk federation.

The greatness of this model lies in the fact that Amul was the first company to follow
this model, and it was replicated all over the country under Operation Flood in the
1970’s. The model ensures that there’s efficiency and swiftness in operations.

The Amul model has helped India become the largest milk producer in the world.

5. Diverse Portfolio Of Products

With its diversified product portfolio, Amul has been able to cater to the needs of all
the segments. From kids to teenagers, men to women, calorie conscious to health
conscious, the company has ensured that it launches products for every segment.
Providing value and benefits to its target segment, Amul has been able to build a
strong brand association with its customers over the years.
Conclusion
This Polish proverb that rightly says, ‘If the farmer is poor then so is the whole
country.’ It was Sardar Vallabhbhai Patel, Tribhuvandas Patel and Dr Verghese
Kurien who must’ve understood what this quote meant and took certain measures to
stop the exploitation of the farmers.

It was their sheer determination and hard work that ensured a self-sustaining state
for the farmers.

Today, the brand has enabled farmers to be entrepreneurs and earn their own living.
The whole process is transparent has ensured that there is no exploitation.

The Amul brand has proved that it is not just a product but a movement that
represents the economic freedom of farmers. The brand has given farmers the
courage to dream, to hope and to live.

Amul in all its sense has proved that it is Amulya i.e. ‘Priceless’ for our nation and
that we must preserve it