Trust and staying local forged India’s Amul, the original disruptor brand

Amul credits its humble beginnings as a cooperative body and focus on both the consumer and producer for its enduring success as India’s leading diary brand.

Unlike most consumer brands, Indian dairy company Amul doesn’t do any market segmentation for its product.

“Typically, marketers segment the market and then decide on the product positioning, at Amul we don’t believe in segmentation,” shared RS Sodhi, managing director at GCMMF. “For example, Amul butter is consumed by millionaires living in big cities as well as by autorickshaw drivers living in small towns, the perception of the brand is like that.”

Established in 1948, Anand Milk Union Limited or Amul is a cooperative brand managed by a body called GCMMF (Gujarat Cooperative Milk Marketing Federation) and is headquartered in...

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