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By  Aswathy|  Date  :  15 – November – 2022

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amul case study

Amul  is a product that targets the mass marketplace of India without offering premium products and focuses on providing the highest quality products for reasonable costs.

Amul creates easy creative, strategic, and innovative campaigns that are in line with the brand’s image and resonate with its customers.

To raise awareness and make connections with their customers they’ve delved into digital and social media platforms. future of digital marketing in india , This trend will only continue, so businesses need to be prepared to meet this demand. By creating a solid online presence and using digital marketing strategies, businesses can reach a larger audience and build relationships with potential customers.

Amul is among the most popular and profitable brand names in India. With its vast variety of dairy products Amul has become a household name in the minds of Indian families. I’m certain that all of us have one or more of Amul’s products in the household. 

The brand has created a beautiful patriotic and family-friendly image using its “Amul – The Taste of India” commercial jingle that is also an expression of empathy for the brand.

amul case study


Anand Milk Union Limited, commonly referred to in the industry as Amul is a co-operative society with its headquarters within Anand, Gujarat in India. 

It was founded to provide assistance to farmers, and, in the process it was able to become one of the most popular companies in India.

Amul is an offshoot of Anand Milk Union Limited. It was founded by Dr. Verghese Kurein in 1946. Dr. Verghese is known by the name of”the Milkman” in India. 

What is unique about Amul is that it’s not a public or private corporation. It is an independent co-operative society that was established to provide justice to farmers in 1946.

In the past it was the case that there was a middleman operating in cities that offered smaller amounts of money for milk. 

To overcome this problem Dr. Verghese started Amul with the support of other farms.

The result is that there are no middlemen operating in Amul. Producers of milk (farmers) sell their products which provide them with a substantial sum of cash.


The tree of product of Amul contains the following types The following varieties are available: cheese, milk paneer and yogurt. milk-flavored drinks and the milk-based powders and ghee butter , and mithai mates.

It’s the first farmers’ association that is self-motivated ever. It was the first and only one to obtain the ISO of 9000 for its”farmers’ cooperatives. 

This was also the very first to make milk using powder made from milk that was left over.

Amul case study  began the business by using milk as their first product, which is the most sought-after product and  With the changing times and the changing demands, Amul  added more items to its products.

Presently Amul produces milk powder, sweets, milk butter, ghee cheese, and a host of other dairy products that are widely used.

Amul case study is among the oldest brands of dairy in India and is now the most popular brand in India.Amul was the leader of an Indian dairy industry, and was ranked India as the top dairy brand globally. 

Since the population is growing, they require greater dairy-based products like Amul as well as other big names in the dairy sector such as Verka, Sudha, Paras, Mother Dairy are fulfilling the demands of daily life of people.

amul case study



Amul case study creates advertising strategy of amul is simple, well-thought-out and imaginative campaigns that are in line with its image of brand and resonate with its customers.

Amul case study is increase awareness and build relationships with their customers they’ve delved into social media and other digital platforms.

Read more about the Digital marketing strategy  and advertising strategy of amul.

What Types of Advertising Strategies are there?

  • Content Advertising.
  • Pull Advertising.
  • Push Advertising.
  • Email Marketing.
  • SEM.
  • Social Ads.
  • Amazon Advertising.
  • Native Advertising

 An effective advertising strategy of amul is inspires your audience to take certain steps to help you achieve your objectives.

 If you can take steps to assess and create effective, specific ads, you will be able to increase the potential of your earnings while keeping expenses within your budget.

The process of creating a strategy makes sure you’re reaching those who are relevant, by providing relevant content that is appealing to the right people. 

The longer you put into developing a strategy that is clear and a plan for your business, the more opportunities you can create to market your products.

Amul case study always strives to offer their products at the most affordable price. Their presence at every space has made it a possibility within every house. They haven’t invested too much on TV ads. 

They prefer to utilize social media to promote their business and to increase their reach. The brand is actively using two of the major social media platforms: Facebook as well as Twitter.

One of the major components of any marketing strategy is the manner in which the company advertises.

The Amul girl, even though she’s a little old, has certainly captured the hearts of the competitors of Amul.

One of the greatest features of Amul’s marketing strategy is their low cost. Its pricing approach is tailored to the practices of the typical Indian consumer.

 It makes Amul’s products including buttermilk, ghee curd, and many more inexpensive items.

amul case study


Amul is a company that targets consumers of all ages all the way from toddlers up to the late 70s and from all income brackets.

Amul case study  has separated Milk for diverse industries, including ice-cream makers and restaurants, coffee shops, cafes and many other similar industries.

Furthermore, it’s segments for Butter, Ghee, and Cheese for pizza restaurants, bakeries and snack shops, confectionaries and many others.

The target audience study tells us that amul has a strong presence in both business-to-business (B2B) and Business-to-Customers (B2C).

That’s how the Amul customers are served, considering that the company has a high concentration of its customers in the B2B as well as B2C segments. 

Let’s look at the strategies and strategies used by them to promote themselves in the following section of this study.

The brand that offers value for money has built its reputation as an item that is readily accessible, affordable and has a higher quality than that offered by other companies, thus making it accessible to all demographics, regardless of whether it is rural or urban. 

It is advertising strategy of amul targeted at children as well as adults and industries under its umbrella of products. Amul  case study has a broad customer base. Amul  is thought of as a brand that is suitable for the entire family. 

Its customer base starts at the age of 5 and goes up to those who are in their 70s. Amul   serves every income level.


Amul business model is designed to offer customers with ‘value-for-money’ customers and to protect those interests of farmers at the same time’.

Amul business Model is a three-tiered structure , which is used in the production of dairy products:

  • Amul case study serves as an unofficial link between milk producers as well as consumers. It eliminates middlemen, allowing them to offer items at reasonable prices.
  • The farmers (milk producers) manage procurement, processing, marketing, and procurement.
  • Run by Professional Management

Amul business model has made a notable impact on the market , while also providing care to farmers and offering high-quality solutions to their customers.

The Amul business model of dairy development is an organized structure that is three-tiered that includes villages’ dairy cooperatives being federated through a milk union at the district-level and the federation of unions of members on the national level.

Amul business model is the collaborative society concept. It is a form of organization in which people gather and pool resources in order to expand in the marketplace. 

The individuals who pool the resources are part of the society. They are responsible for the finances, resources and the operations of this cooperative society.

Amul case study main success factors include the provision of nutritious and affordable food products for all members of their community regardless of class, job opportunities with dignity and sustainable incomes, women’s empowerment and a model for countries in need.

Amul case study  operates in an organized structure with three levels. In each village a Village Dairy Cooperative Society is created, and all milk producers are part of the Village Dairy Cooperative Society, who elect their own representatives.

The representatives oversee District Milk Unions, which manages the Milk as well as its products, and handles its packing and process.

The goods are offered to the State Milk Federation, which serves as the distributor and also sells the product on the market.

The farmer organizations directly sell their products directly to consumers via the state-run milk federation. 

The intermediaries are removed, which generates good earnings for the farmers.


Amul case study  is ranked at No. number 1 according to Campaign Magazine in its list of the Top 1000 brands from Asia. From fighting the exploitative middlemen to becoming an Indian household’s essential brand, Amul has come quite a long way.

Through the development of innovative strategies that would touch the hearts of every Indian, Amul made its way to success. With subtle placements of “Amul Girl” alongside current news and posting it across every social media platform, Amul was able to make its mark in the minds of its clients.

It has been gaining the attention of many consumers with the help of digital marketing, and has adopted strategies that are geared towards the consumer. 

In light of the current epidemic, we should be proactive and opt for the internet-based method of marketing our products.