I am pretty sure the saying ‘Amul Dudh Peeta hai India’ immediately conjures up the tune of the unforgettable Amul ad, but have you ever wondered how everyone started drinking ‘Amul Dudh’?
In this brief Amul case study, we will talk about the brand’s history and how it became known as the behemoth it is today.
As we all know, Amul is an Indian dairy brand based out of Anand, Gujarat. The word ‘Amul’ derives from the Sanskrit word ‘Amulya,’ which means priceless.
Amul was established on 14th December 1946 as a reaction to the maltreatment of the minimal milk producers by brokers of the Polson dairy, the most permanent dairy at that time.
Everyone except the farmers used to benefit from the earlier set-up of having a middle-man. The matter caught fire and reached the attention of the first deputy prime minister, late Sardar Vallabhai Patel, which led to the formation of the Kaira District Co-operative Products’ Union (Amul) in Anand. This union led to a few farmers’ productions of pasteurized milk for the Bombay Milk Scheme.
But this was just the beginning as the number of farmers increased to 432 by 1948. However, this raised a problem of excess production that the Bombay Milk Scheme couldn’t account for. To resolve this issue, a plant was set up to process all the extra milk produced into butter products and milk powder.
Amul’s case study is a fascinating read as the company has been in business while still maintaining its status as one of the top dairy brands for close to a century now. It has done so by constantly innovating by launching new products, creating creative marketing campaigns and advertisements, or sometimes even challenging traditional societal trends.
The leading dairy brand aimed to shift from traditional operations to a more cost-efficient and effective system of processes, so they introduced their three-tier cooperative structure.
When it comes to any social event, sporting event, or topical spot around the world, you will find Amul talking about it in some form of campaign. It also raises awareness about societal issues and provides its customers with best-in-class products.
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Amul ensures that the milk is collected at the village dairy society, obtained and processed at the district milk union, and then marketed at the state milk federation, promoting efficiency and effectiveness in its operations. Due to these efforts from Amul, India has become the largest milk producer in the world.
Amul has become a name associated with the name butter in India, mainly due to the Amul girl we see in their advertisements. In 1996, Amul hired Sylvester da Cunha to design an ad campaign for Amul Butter. He developed a campaign with a series of hoardings with different topical spots related to the daily issues. It is safe to say that it became a huge success and even bagged a Guinness World Record for the longest-running ad campaign in the world.
This brief case study on Amul aimed to provide insights into how the brand that everyone in India consumes daily came into existence and reached the top.