Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

Starting its journey in 1946 as a small co-operative union, Amul became a popular household name in India. Since inception, Amul catered to the demand of all income levels and its target market comprised people between the ages of five to seventy. Even after 77 years of founding, Amul was able to strengthen its position in the market by growing its product line in response to the consumer demands. In 2023, it was ranked as the strongest dairy brand in the world by Brand Finance, a UK company due its steadfast commitment towards 'quality, innovation and consumer trust'. With a market valuation of around USD9 billion, Amul was also the only farmer-owned brand to be ranked among the 'top 100 brands' in the world. It was planning strategically to strengthen its base 'beyond the India diaspora' by aggressively emphasising on its existing portfolio. Amul was also aiming to grab a pie of the growing organic food market in India. Experts had felt that the brand was facing stiff competition from regional players. Amidst this scenario, it remained to be seen whether the Indian dairy major Amul would be able to create a supremacy in both the Indian and the global dairy markets?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
Asia
Country:
India

Featured company

Amul
Employees:
501-1000
Industry:
Dairy industry

About

Abstract

Starting its journey in 1946 as a small co-operative union, Amul became a popular household name in India. Since inception, Amul catered to the demand of all income levels and its target market comprised people between the ages of five to seventy. Even after 77 years of founding, Amul was able to strengthen its position in the market by growing its product line in response to the consumer demands. In 2023, it was ranked as the strongest dairy brand in the world by Brand Finance, a UK company due its steadfast commitment towards 'quality, innovation and consumer trust'. With a market valuation of around USD9 billion, Amul was also the only farmer-owned brand to be ranked among the 'top 100 brands' in the world. It was planning strategically to strengthen its base 'beyond the India diaspora' by aggressively emphasising on its existing portfolio. Amul was also aiming to grab a pie of the growing organic food market in India. Experts had felt that the brand was facing stiff competition from regional players. Amidst this scenario, it remained to be seen whether the Indian dairy major Amul would be able to create a supremacy in both the Indian and the global dairy markets?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
Asia
Country:
India

Featured company

Amul
Employees:
501-1000
Industry:
Dairy industry

Related