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Amul, an acronym for Anand Milk Union Limited, was
adopted as the brand name by the cooperative for its
branded milk and milk products.
The brand is collectively owned by over two million
farmers, who are members of around 10,000 village dairy
cooperative societies throughout Gujarat.
The state level apex body, Gujarat Cooperatives of Milk
Marketing Federation (GCMMF), was founded by Dr Verghese
Kurien, who remained its chairman till March 2006.
The first products with the Amul brand name were launched
in 1955. From the perky Utterly Butterly Delicious
to the vivacious Wonderful Doodh ad campaigns,
the Amul brand tag line, "The Taste of India"
is firmly entrenched in public memory through a wide
range of products that include:
- Milk powders
- Liquid milk
- Flavoured milk, under the brand name Amul Kool
- Sweetened condensed milk
- Butter
- Ghee
- Cheese
- Chocolate
- Ice cream
- Pizza
- Paneer
- Shrikhand
- Cream
- Mithaee
- Masti Dahi
- Shakti and Nutramul health food drinks
These have made Amul the largest food brand in India
today with an annual turnover of some Rs30 billion ($600
million) per annum.
India is the largest milk producer in the world and
Amul the largest food brand in India. The GCMMF has
a turnover of more than Rs36 billion ($775 million)
and owns the Amul brand.
Amul attributes its success to cost-effective production,
climbing up in the value-chain by diversifying in value-added
products, sustained building of loyalty of customers,
and facilitating reach to customers throughout the country
by a strong chain of distribution outlets.
Compiled by Shubha Khandekar
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