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business leaders > profiles > Dr Verghese Kurien
 
Amul: The Taste of India

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

 
 
Also see:
Dr Verghese Kurien: The milkman of India
Dr Verghese Kurien: Background
White Revolution
National Dairy Development Board
Operation Flood
Institute of Rural Management, Anand
Amul Pattern
 
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