How AMUL became ‘AMUL’YA for India

Every Indian breakfast table is incomplete without the incorporation of AMUL on it. The AMUL moppet wearing a frock of red polka dots, having a cute face with perfect round eyes, hair tied in half pony and pink chubby cheeks, is adored and loved by all, especially small children. Today, Amul products are the main ingredients and rank first on the shopping list of every Indian housewife. From milk products to sweets, Amul adds a magical taste which is irreplaceable by any other world product.

But how did Amul achieve all this? Who is the entrepreneur behind Amul? what is the secret behind it becoming the most preferred and loved product despite of having many other providers of the same product line? If you too have these questions, then this article will provide you the best answers. One can start new business if he / she has some innovative ideas in mind.

In the earlier times, the milk did not reach the market directly. There were middlemen who exploited the farmers. As a result, the farmers did not get the price they deserved in return of their hardwork. This problem was from where the big solution took birth called as AMUL. It was the creation of Dr. Verghese Kurien who is known as the milkman of India and is the Father of White revolution as well. He is the man because of whom India switched from being an importer of milk to being the largest exporter of milk and milk products. He inspires all by proving that if you want to grow your own business and have full faith in it, then nothing in this world can stop you.

The Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) was registered on December 14, 1946.

Secrets behind Amul success:

1.     Big impact of the little moppet: sylvesterdaCunha is the man behind the incredibly attractive moppet of Amul. Amul campaigned for its products y imparting social and day to day issues solutions to the masses through the charming face of the moppet. This was and still remains the most powerful and strongest branding strategy ever in the business industry. no other brand has such remarkable recall value. These ads are made interactive by adding one liners and punch lines relating to the common man.

2.     The right price value: Since its existence, Amul has believed in offering world class quality products at minimum costs to fit in the budget of all social groups. When Amul came to the market, the purchasing power of the consumers was very minimal and modest. They could not afford high priced products. Amul adopted the low cost pricing strategy and moved one more step ahead on the ladder of success. Even today, the price of its milk and milk products give value for money to the consumers. Amul does not have even a single dissatisfied customer in India. the legacy is bond to continue for ages ahead.

3.     Segmentation of products: Amul offers variations in milk and milk products. Hence, it was necessary for it to segment the products as per their target audience. For example, Amul ice creams and Amul Kool etc are products which are specially targeted towards the children whereas low fat paneer, skimmed milk etc towards the housewives. Due to this perfect product segmentation, Amul succeeded in fulfilling the demands and requirements of each section and age group of the society.

4.     Amul Outlets: By opening small Amul parlors in the local areas, Amul gave a complete new turn to the retail market and the consumers got the opportunity of firsthand experience with the products. Amul ice cream parlors are the perfect example of this Branding strategy.

5.     Mastered the art of promotion through digital media: Amul came up with innovative Promotional Strategy using the television. Popular shows like Amul Master Chef, Amul Star Voice of India, and Amul Chote Ustad etc are examples of this.

Amul has had the best Product design strategy of using the adorable moppet as its brand ambassador. It has been in use since 1967 and now it has entered the Guinness Book of record for being the longest running ad on Indian television.

“Great Idea makes Greater Businesses.” This is most apt for Amul who was started with the small but important idea of giving the farmers the value for their products and to generate more jobs and make India self empowered in Milk production, but turned out as the inspiration for all business companies and will always remain to be.

Thank you Dr. Verghese Kurien (died in 2012) for leaving your ‘Amul’ya asset for all of us and generations to come!!!!!