Amul, the flagship brand of Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest food products marketing organisation was started in 1946. Its inception is a testimony of rebellion against exploitation of farmers and how milk farmers in Gujarat united to show resilience and started the white revolution. According to a Wiki article here, The impact was so forceful that it motivated notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it. Amul in its latest ad promotes Olympics and its support to the Indian team. The ad brings out the association between the brand and the product beautifully.
Amul has carved a special mind space among consumers through its hoarding ads that poke fun at day to day issues. Even after the launch of competition brands such as Britannia, Mother Dairy and Paras, Amul enjoys brand equity in the market that is almost enviable. The value of the Indian dairy industry is expected to touch Rs. 5 trillion by 2015, with milk output pegged at 190 million tonnes at the end of the period according to a ASSOCHAM study, titled, ‘Indian Dairy Industry: The Way Ahead’.
Amul is poised to be at the forefront of this growth and can lead the next milk revolution in the global market. As on date it is the largest exporter of vegetarian cheese and can very well aim to achieve the same rank in other dairy products. Amul stands testament to what a movement can transform into and what can a brand can become. In my personal opinion, Amul has achieved the same brand status of Coca-Cola in India and it has done so in a relatively lesser time. This iconic brand now has the potential to become the Coca-Cola of the dairy market globally. The brand can aim to grow its foot-print in the Middle East & South East Asia which with its growing population and social changes makes it an attractive dairy export market according to a Dairy Business report here. While logistics and prices put many U.S. & EU companies at a disadvantage, the potential in the market is not only too good but can also be harnessed by neighbouring India’s Amul. The start to this to get the name out there in the market and there couldn’t have been a better way than doing it by sponsoring the Indian Olympic team. The brand, the story and its future is indeed Utterly, Butterly Delicious!
Rating: Amul has achieved iconic brand status through clever strategy and creative marketing. The Olympics sponsorship is the right vehicle to elevate the brand in the global market.