Amul, also known as Anand Milk Union Limited, is a prominent milk producer and marketer globally. The brand played a pivotal role in India’s “White Revolution”.

This propelled India to become the leading producer of milk and dairy products worldwide. Tribhuvandas Patel founded it with the guidance of Sardar Vallabhbhai Patel, India’s first deputy prime minister.

Even after 75 years, Amul’s distinctive marketing strategy still captivates and entertains Indian consumers to this day. In this Amul Marketing

Strategy Case Study, we will explore the company’s successful marketing campaigns and determine why Amul is the taste of India. 

The Amul Framework

This approach aims to deliver ‘affordable value to customers while safeguarding farmers’ interests simultaneously.

The Amul Model uses a three-step system in its milk production process:

  • Amul connects farmers and buyers directly. This helps them cut out the middlemen and keep their prices low.
  • The farmers, who produce the milk, handle the product’s collection, processing, and selling.
  • Trained professionals manage the overall system.


Amul Target Audience

Amul’s marketing and branding strategy focuses on delivering high-quality products at a reasonable price to diverse customers. The brand caters to everyone, so they’ve divided their target customers into two parts. Amul cleverly designs marketing strategies for both of these groups.


Target Audience Based on Customers (B2C)

Amul has designed products for every age group, considering their preferences and likes. Below are some of these products.

Target AudienceProducts
KidsChocolate, Amul Kool, Amul Milk
Young adultsAmul Pizza Cheese, Cheese spread
Nutrition-consciousAmul Shakti, Amul Lite Butter  


Target Audience based on Businesses (B2B)

While Amul TV ads focus on the B2C market, the brand also prioritizes the B2B category. Bulk buyers who are regular customers play a vital role in the company.

Amul has created specialized milk segments catering to industries like ice cream manufacturing, restaurants, coffee shops, and similar sectors.

Additionally, Amul has segmented its butter, ghee, and cheese products to cater to bakeries, pizza shops, snack retailers, and other businesses. This indicates the extensive reach of Amul’s marketing and branding strategy.


Amul’s Marketing Mix

A marketing mix is a comprehensive marketing plan focusing on multiple areas instead of just one message.

It defines how a company stands out from the competition by combining products, pricing, places, and promotions.

These four elements, often called the “four Ps,” are closely connected and depend on each other. This section will highlight how Amul’s marketing and branding strategy stands out.



Amul is known for its dairy products and hence they offer a wide range of options, such as:

  • Milk
  • Cheese
  • Paneer
  • Yogurt
  • Flavored milk drinks
  • Milk powders
  • Ghee
  • Butter
  • Mithai mates and more

Amul dominates the mass market, specifically in the butter segment, which commands an impressive 90% market share.

Amul stands out among other companies for its wide range of dairy products. Through continuous research and development, they cater to various customer groups. The Amul logo has become synonymous with dairy in Indian households.



Amul’s main strength lies in its affordable pricing. The brand competes effectively with multinational companies by reducing prices across its product range. Their “backward integration strategy” achieves this competitive advantage, which helps minimize costs.

Unlike its competitors, Amul has consistently maintained prices that align with people’s expectations. This reliability has earned Amul the trust of consumers, making it a popular choice for dairy products.



Amul’s efficient distribution network has made its products widely available across India, contributing to its popularity. The company has a network of over 3,500 distributors and 500,000 retail outlets across India.

Amul place

Amul uses a two-pronged approach to distribution through acquisition and direct sales. The company also has a network of showrooms, e-commerce stores, and omnichannel retail outlets. In 2021, Amul launched various new products despite the COVID-19 pandemic, thanks to its robust marketing and distribution strategies. 


The initial element of the company’s marketing approach is branding. Amul branding strategy has played a significant role in building a large and devoted customer base.

Amul’s famous tagline is ‘The Taste of India.’ This reflects their promise to provide real, tasty dairy items. The tagline challenged the idea that bread and butter are only for British breakfasts. Instead, it brought in a sense of national pride.

The foundation of Amul’s branding strategy is to cleverly leverage different advertising channels while emphasizing its products’ quality and taste. They use TV, print media, and social media to reach customers. Their ads are known for their wit, which makes Amul stand out and build a strong brand.

Amul’s branding also relies on catchy taglines like “Amul doodh peetha hai India,” “Utterly Butterly Delicious, Amul’s!,” and “Har ghar Amul ghar.” These phrases help customers remember the brand and its products.

Amul branding strategy has been so successful that it holds the Guinness World Record for the “longest-running advertising campaign.” This shows how well the brand has managed to stay relevant over time.

Amul Milk – Aage Badta Hai India



The adorable ‘Amul Girl’ has become a significant part of Amul’s marketing and branding strategy. She is a well-loved company symbol with her unique blue hair, orange face, and polka-dotted dress.

A smart part of Amul’s branding strategy has been marketing all its products under a single brand name. This has allowed the company to limit its marketing and advertising costs to just 1% of its revenue.

amul mascot

The first appearance of the Amul Girl was in an advertisement for the

renowned Amul Butter. This ad featured the memorable tagline ‘Utterly Butterly Delicious.’ This was an immediate hit, becoming a significant milestone in Amul’s marketing and branding strategy journey.

The creation of the Amul Girl is an intriguing story. She came into existence in response to Polson’s butter-girl, a rival brand. Since 1966, the Amul Girl has proudly served as the symbolic face of Amul.


Digital Marketing Strategy of Amul

In recent times, Amul’s presence in television commercials has decreased. Amul uses social media channels such as Facebook, Instagram, and Twitter to its advantage with its moment marketing strategy.

Moment marketing leverages present-day events and trends to spark meaningful customer interactions. It helps brands to establish a shared understanding and generate a genuine connection.

Amul 2

Amul has prevailed by adapting to the changing marketing landscape.

It uses consumer-friendly strategies like:

  • Retweeting and responding to customer graphics
  • Holding giveaways and contests
  • Promptly responding to customer complaints on social media

In addition, Amul incorporates email marketing as a key component of its digital marketing strategy. The brand consistently sends newsletters and promotional emails to its subscribers.

This email delivers product updates, special offers, and the latest additions. Amul collaborates with influencers and bloggers to expand its product reach and engage with fresh audiences. 

Some Successful Amul Digital Marketing Campaigns: 

Eat Milk with Every Meal

This Amul campaign aimed to revitalize the perception of milk and its range of dairy products in today’s era dominated by junk food. 

So, Amul worked on making milk and its entire range of dairy products trendy and appealing to a wide audience.

Amul 3

In addition, Amul created graphics to inform consumers about the various ways they could enjoy their products. It also highlighted the numerous benefits of each product. 

National Milk Day Campaign

Amul marked National Milk Day on November 26, 2019, by launching an engaging campaign with hashtags like #CelebratingDrKurien, #BikeRally, #VaranasitoAnand, and #26 November.

The goal of this campaign was to connect with and inspire the youth. It also encouraged them to pursue meaningful goals and stay motivated.

As part of the campaign, Amul arranged a remarkable bike rally where 50 bikers embarked on a 2500 km journey from Varanasi to Anand. The rally aimed to connect with dairy farmers and industry professionals and learn about Dr. Kurien’s inspiring work.

Amul released a 70-second film about Dr. Kurien on Facebook, Instagram, and YouTube. Additionally, they live-streamed the entire 12-day journey

on these platforms.


Amul has truly won the hearts of Indians through a powerful combination of an excellent product range and impactful marketing strategies. Their focus on quality, affordability, and innovation is central to their expansion and recognition as a leading market contender. This Amul Marketing Strategy Case Study tries to offer such insightful lessons that you can incorporate into your strategies.

It’s fascinating to note that Amul allocated just 1% of its 2020 marketing budget to create over 1500 hours of content. Meanwhile, Netflix’s expenditure exceeded INR 1 lakh crore. This stark difference can be attributed to Amul’s robust branding and unwavering commitment to quality.

To sum it up, this Amul Marketing Strategy Case Study illustrates how the brand’s effective marketing led to its notable prominence, solidifying its position as one of India’s foremost dairy brands.