Amul is the pioneer of White Revolution in India, which has made India the largest producer of milk. Amul is not just the world’s largest producer of milk but also the largest producer of butter.
Amul Butter sits comfortably on the leader’s board in the domestic market with a 85 per cent of market share which is estimated to be around ı18 billion.
For the last six decades, Amul Butter has been continuously making it to the breakfast table of millions of Indian households. The company started operations in 1946 as a cooperative body under Gujarat Cooperative Milk Marketing Federation (GCMMF). Later, to avoid direct competition and to encourage savings on advertisement, an apex marketing body of the district cooperatives was patched up as AMUL (Anand Milk Union Limited) in 1973.
Fresh cream is the source of “utterly butterly delicious” taste of Amul Butter. Purely vegetarian butter that Amul offers has become its USP over the years in the Indian market. Amul Butter’s core competency lays in the product they offer- it follows world standard methods like Total Quality Management in their operations. They conform to processing standards like AGMARK and Bureau of Indian Standards specifications. The standards met by Amul Butter are testimonies to its quality.
Affordable price and easy availability at stores across the country is one of the major factors contributing to the reach of the Amul Butter. The strength of Amul Butter lies in the consumer loyalty and strong brand name of Amul it has cultivated over several decades.
Amul Butter’s advertisements featuring the Amul girl have gained much popularity. They are innovative and sometimes a little satirical. It has proved to be one of the most successful marketing campaigns in India. The billboard campaigns of the Amul girl are an instant hit among the Indian masses. It is still very popular and also earned Amul Butter a world record for the longest running ad campaign in the world.
Amul Butter is not only a market leader in India but has a remarkable presence in overseas markets as well and is also available in the UAE, Bahrain, Kuwait, Oman, Hong Kong, Sri Lanka, Malaysia, Singapore, Qatar and New Zealand. Amul is also one of the first FMCG firms in India to adopt Internet technologies to employ Business to Consumer (B2C) commerce.
Amul’s journey from a cooperative to corporate is not all smooth. Still the initiatives like Green Amul Green India, One Member One Tree, Amul Baby Growth Plan and Amul Relief Trust taken by it will be helpful in further consolidation of the brand Amul Butter.