The legacy of AMUL


The legacy of AMUL

Whenever we see Amul products, the sweet jingle of “Amul doodh pita hai India ” starts playing in our heads. The “Utterly butterly delicious” brand is a testament of revolution to a hallmark of quality, trust, & “The Taste of India”.


This 40,000 Cr (2019) organization is situated in rural Gujarat's Anand town.


Managed by Gujarat Co-operative Milk Marketing Federation Ltd, jointly owned by 3.6 mn milk producers.




The brand spurred India's White Revolution carried by Milkman of India- Verghese Kurien, who made India the world's largest producer of milk getting Amul’s presence in 50+ nations.


Amul Girl, the brand mascot was created by Sylvester daCunha, is a princess of moment marketing and print media, which never fails to entertain us with its pun-intended & humorous catchphrases.


It targets social and burning issues through its witty and cheeky commentary, be it "Vocal for local" or boycott Chinese apps (which Twitter briefly blocked).


Amul is among the few brands which have never appointed celebrity to endorse its products.


In an era of Netflix, Amul dared to run old nostalgic ads with a wooden TV frame theme during Ramayan & Mahabharatha re-telecast on DD.


Share your Amul memory?





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