What you will find in this Case Study?

1) About Amul
2) How Amul Started
3) Amul’s Early Stage
4) Marketing Strategy
5) Social media strategy
6) Results Achieved


About AMUL

Amul is the most successful Indian brands in the FMCG industry. Amul in the past years was known for creating white revolution in India and now it has made India the largest producer of milk and milk products all across the world.

Formed in 1946, the company is managed by the Gujarat Co-operative Milk Marketing Federation Ltd., which today markets its business with more than 750 employees with jointly 3.6 million milk producers in Gujarat alone. The credit goes to Dr. Verghese Kurien, founder-chairman of the GCMMF who brought White revolution to the country and served the country for more than 30 years and made Amul a great success.

How Amul started

Inspired by India’s freedom struggle, it all began when farmers of the Anand city in Gujarat started protesting the Britishers using milk as a symbol. One of a local leader Tribhuvandas Patel got imprisoned many a times during the freedom struggle. Later he along with his supporters in 1946 started a dairy co-operative in Anand.

Soon after in independent India, Verghese Kurien, a 28 year old Mechanical Engineer from Kerala, joined the dairy office in Anant in 1949. No one then knew that Dr. Kurien would never leave Anand and make it the milk capital of India. Thus he started AMUL in 1955 as a result of which white revolution was started in India.

The early stage

Amul started the business with milk as its starting product which is still their most demanding product. But with changing time and changing demand, Amul added more items to its product list. Currently Amul manufactures milk, milk powder, sweets, ghee, butter, cheese and many other widely used dairy items.

Amul is the oldest dairy brand in the country and has become a household name in India. The brand led the Indian dairy industry and ranked India number 1 on the global level. As the increasing population needs more dairy products, Amul and some other giants in the dairy industry like Verka, Sudha, Paras, Mother Dairy are fulfilling the daily needs of the people.

Marketing Strategy


Amul always tried to provide their products at the best price. Its presence in every nook and corner has made it approachable in each house. They have not invested too much on Television advertisements. Rather they now prefer to use social media for their promotion and increase their presence. The brand actively uses two major social media platforms Facebook and Twitter. Recently it has used great graphics and videos for the Rio Olympics 2016.

Amul on Facebook

amul facebook

Amul on Facebook has been able to attract more than 1.2 million fans with their winning content tool. Earlier they used banners, posters to promote their brand but with the social media coming in action, they leveraged it to their business and utilized it effectively. The whole business promotion revolves around the butter girl to create content which centered about the latest happenings. It presents the post in a very different way to attract the users and create buzz among the youth.

It also hosts various competitions on Facebook. It launched a campaign “Meme You” to send a message to their fans with a message to create meme to spread the message “Eat milk with every meal”.

Amul on Twitter

amul twitter

However the content on twitter remains same as on their Facebook page, they have managed to get a huge twitter follower of 51.8K. The brand has become able to surpass many namely Indian brands. Amul never leaves an occasion without tweeting with great interacting graphics and content.

The brand has always accepted the feedback from the customers and never left their customers with an unpleasant experience. They take their customers voice seriously and have accepted their mistakes on this social platform whenever required. This has made their presence on Twitter more reliable and respectable.

Results Achieved

Without stepping in the hardcore marketing, Amul has made its way of success. It is now a household name in the Indian families with their wide range of dairy products. With many big players in the dairy industry, Amul is the only name which is on everyone’s lips for dairy products. It has contributed the most in making India number 1 in milk production. However with the change in time, Amul has not changed their trademark “Amul Girl” that seems to be lucky for the brands promotion and success. In their each and every promotional campaign, this “Amul Girl” can be seen. Using the “Amul Girl” on its social media platform, Amul has been able to attract more number of customers to their social media pages resulting in increase in their business.

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