Amul Ranked As The Strongest Food Brand
India’s iconic dairy brand – Amul has set its dominance in the market by raking as the strongest brand in the annual report titled “Food & Drink 2024.” This recognition of Amul is keeping...
India’s iconic dairy brand – Amul has set its dominance in the market by raking as the strongest brand in the annual report titled “Food & Drink 2024.” This recognition of Amul is keeping up to the mark of its legacy, brand value and reshaping the dairy industry not only in India, but worldwide.
What is “Food & Drink 2024?”
"Food & Drink 2024" is a report from a renowned publisher, rating FMCGs across the world on various brand-related parameters, brand strength in the market, market share, novelty, and level of consumer loyalty. Due to many attributes to its credit—firstly, brand strength in the general category and then presence, vast range of products, and, more so, consumer trust—the brand Amul tops the chart in this report.
Amul’s History
Amul is the acronym for Anand Milk Union Limited. Amul’s journey began in 1946 in Anand, Gujarat. The milk union was founded by Tribhuvandas Patel with the support of Sardar Vallabhbhai Patel. This union was formed to address the problem of exploitation faced by local milk producers by middlemen. In 1949, Tribhuvandas hired Dr. Verghese Kurien as a general manager who looked after technical and marketing efforts of the union. Dr. Verghese is also known as the father of white revolution. After Patel’s death, Dr Verghese became the chairman of Amul for a brief period. Kurien is said to be the force behind Amul’s success.
Amul’s Product Range
Amul has a wide range of products. Amongst other products, the milk pouches by Amul are their highest selling products. Other products includes butter, cheese, chocolates, ice-creams, paneer, dahi, bread spreads, ghee and many more items.
Amul’s Marketing Strategies
Amul has a uniquie way for marketing their products. The company makes memes on current events while showcasing their products and using the language that relates to their brand. The brand uses “Amul Girl” as a symbol for their advertising. These marketing techniques helps the brand as they make a strong connection with consumers and their mind.
Amul’s Relativity
Amul, as a brand has the ability to transform itself according to its customers preference. With the digital era transformation, the brand has also transformed itself digitally making a strong base with its customers. They have also become more accessible and convenient for their consumers. This has also made Amul’s position stronger in the market.