Amul

EXECUTIVE SUMMARY

AMUL means “priceless” in SANSKRIT. A quality control expert in Anand suggested the brand name “AMUL” from the Sanskrit name “AMOOLYA”, variants, all meaning “ PRICELESS” are found in several Indian languages.

Amul products have been in use in millions of homes since 1955. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Shrikhand, Amul Ice-Creams, Amulya, Amul Milk and Nutramul have made Amul a leading food brand in India.

Today amul is a symbol of many things such as:

• Of high quality products sold at reasonable prices.

• Of the genesis of a vast co-operative network.

• Of the triumph of indigenous technology.

• Of the marketing savvy of a farmers organization.

• A model for dairy development.

Amul proved those marketers wrong who believed that only English- sounding brand names could succeed in post British India. The production, networking and advertising of Amul has been admired by all. The current Amul Butter advertising campaign (“utterly butterly delicious amul”), with its topical one liners and its preference for outdoor media, has now been running successfully for thirty years.

AMUL- THE TASTE OF INDIA

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INTRODUCTION

Amul – The Taste of India, a brand so distinctively Indian, has been a part of our lives for nearly five decades now and still is able to touch a chord in our hearts. As a brand Amul has grown from being merely a differentiating factor to protect the interests of producers and consumers, and has now become a critical success factor in the very existence and growth of a movement that started way back in the pre-independence India.

Amul is an embodiment of faith – faith in the ability of our farmers to break the shackles of poverty and oppression and to create a socio-economic revolution in rural India. At the same time, it had multidimensional impact on rural economy and society: - generating higher income and employment opportunities, facilitating...