Anand Milk Union Limited, abbreviated as Amul, was established in the year 1946 and is credited with spurring India’s White Revolution, which made India the world’s largest producer of milk and milk products.
The brand belongs to the Gujarat Cooperative Milk Marketing Federation (GCMMF), jointly controlled by 36 lakh milk producers in Gujarat spread across 13,000 villages. It sells worldwide.
Tribhuvandas K Patel, who was a local farmer when Amul kicked off, became the founding chairman of the organisation and led it until his retirement in the ’70s. He hired the legendary Verghese Kurian in 1949, who was later instrumental in expanding it on a commercial scale.
Amul Manthan (2017)
Amul’s annual revenues clock in at a staggering Rs.6 billion a year. It is not just on scale that Amul has excelled. As a brand, it is among the most loved and dynamic. Its contextual ads were the forerunners to all moment marketing of today.
Amul’s mascot, referred to as Amul Girl sketched by art director Eustace Fernandes, and its taglines ‘Utterly butterly Amul’ and ‘The taste of India’, are the stuff of living legend.
For more than five decades, the Amul Girl’s tongue-in-cheek one-liners in print ads, on billboards, and now social media posts, have reflected on developments across spheres.
