AMUL Full Form
AMUL Full Form-What is AMUL? The Complete Guide to AMUL- Dairy Products’ Favorite Brand : Amul, is an Indian dairy cooperative society, based at Anand in the Indian state of Gujarat. Formed in 1946.
AMUL Full Form is mentioned below :
What is AMUL ?
Indian dairy products, including cheese, butter and ghee, account for some 60 percent of the milk produced in India, with India the third largest producer of milk in the world. Amul is the leading dairy products company in India, producing some 50 percent of the total milk produced in India. A number of ingredients and styles of cheese are manufactured and marketed by the dairy, including cheese under the Amul brand name. A number of different cheese names are used by Amul, each chosen to reflect the various regions and local cheese traditions of India. As well as cheese, Amul makes ghee and curd.
“Amul” is a portmanteau of “Amar” meaning “dear” and “milk”. The dairies participating in the development of the brand were formed on the principles of equity, inclusiveness and self-reliance and co-operative spirit. A majority of these cooperative units were founded during the Great Depression and World War II when demand for dairy products was not growing, due to the economic hardships. Amul today has a strong presence across India in North, East and Central regions. Packaging The company is known for its distinctly design advertising, at times, even inspiring copycats from other countries. Its advertising depicts various expressions of rural India. Before 2011, Amul was present only in the case of packaged milk. In 2011, it rolled out cream-based products, including butter and ghee.
Amul’s Role in the Dairy Industry :
Founded by a retired civil servant, Kanti Patel, in 1946, it is perhaps one of the oldest dairy companies in the country and has a market capitalization of over Rs. 13,000 Crore (USD 2 billion). The company is the largest producer and distributor of milk in India. It controls the cheese and butter markets in India and has registered an average growth rate of 18 per cent a year. It is the number one dairy brand in the country and one of the best performing foods brands in the world, along with two Japanese premium food products, the No.1 brand soft drinks Coca-Cola and Snack brands Air Soft. Amul has over 46,000 employees, with 8,000 in Anand. Nearly 80 per cent of its products are sold in North India.
Branding and Advertising :
Amul has the third largest market share in India. With its hugely popular advertising campaign, featuring the popular character “Gujarat Patel” selling its products, the brand is considered to be the ‘king of India’s dairy sector’. In 2014, the advertising strategy of the brand was re-visited with a completely new campaign that was claimed to be effective in taking Amul products to the consumers across the nation. In this campaign, people are made aware of the benefits of consuming dairy products. In addition to its traditional advertising strategies, the Amul brand has now made a strong attempt at taking on the “king of advertising” . The campaign which was launched in 2015, is claimed to be the most expensive advertising campaign in the history of India.
Amul’s Future :
Amul is going to double its milk processing capacity from present around 10 lakh litres per day to 20 lakh litres per day in the next 2 years.
VISIT : AMUL official ebsite for product descriptions of AMUL.
Businesses in India have embraced technology, in order to improve efficiency and grow their revenues. One company that’s done this is Amul, with their development of a fully automated dairy plant which has made their output increasing by 5% per month. Moreover, the company’s ability to create ‘suitable marketing strategies’ for their products, has allowed the company to dominate the Indian market, with a remarkable 20% market share. Amul is known for their advertising, which include a range of ‘flavors’, including ‘Dondurma cheese’ and ‘Choklad Kharange’, a yogurt drink which they have released over the years. Alongside their advertising campaigns, Amul has been credited with many ‘innovative campaigns’, including ‘Operation Flood’ and the ‘India Preme’ campaign.
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