Latest News on Amul
With over five decades of presence, India’s most beloved and contentious mascot has sparked numerous conversations and controversies throughout its enduring run.
The Amul Girl has become an iconic symbol in Indian advertising, representing the brand Amul and its products, particularly butter. The mascot was created in 1966 by Sylvester daCunha, the managing director of ASP, with the goal of bringing the brand to life and resonating with audiences. The character’s design, featuring a round face, big eyes, and a mischievous wink, was intended to appeal to housewives and has since become a beloved figure in Indian culture.
The Amul Girl’s first appearance on a hoarding in Mumbai in 1967 generated a phenomenal response, with onlookers captivated by her uniqueness and charm. The character’s popularity led to her becoming a staple on billboards, bus shelters, and kiosks across India, and her playful innocence contrasted sharply with the dry, corporate tone of most other ads at the time. The mascot became a stamp of trust in the brand, and people loved her, leading to Amul shifting from a boring product to a vibrant cultural icon.
Over the years, the Amul Girl has been used to comment on real-time events, politics, and social trends with clever humor. The brand has tackled various topics, from the rise of the Hare Rama Hare Krishna movement to airline strikes, making Amul a familiar and beloved voice in Indian homes. While some of the ads have sparked controversy, the team behind the Amul Girl has remained committed to pushing boundaries and making statements.
The Amul Girl has become a national treasure, with fans collecting the ads as memorabilia and others finding it an amusing way to stay up-to-date with current events. The character’s essence remains the same, even as the brand evolves, and her simple signature polka dot dress is ingrained in the memories of every Indian. The Amul Girl holds a place in the Guinness Book of World Records for being the longest-running advertising campaign in the world, and her success lies not just in the catchy slogans or clever humor but in her ability to remain relevant for decades.
Today, the Amul Girl is more than just a mascot; she is a symbol of Indian advertising and a cultural icon. Her legacy extends beyond India, and she is recognized globally as a masterclass in advertising and branding. The Amul Girl’s story is a testament to the power of creative advertising and the impact it can have on a brand’s success and cultural relevance. With her reign of over five decades, the Amul Girl continues to be the soul of the brand, and her influence can be seen in many aspects of Indian culture and advertising.
GCMMF Managing Director Jayen Mehta has been nominated to the India Brand Equity Foundation (IBEF).
Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation, which markets the popular Indian dairy brand Amul, has been nominated to the board of the India Brand Equity Foundation (IBEF). IBEF is a foundation set up by the Department of Commerce, Ministry of Commerce and Industry, with the goal of creating international awareness for Brand India. Mehta’s appointment is a significant honor, and he has expressed his enthusiasm to contribute to the success of Brand India.
Mehta’s nomination comes at a time when Amul is making waves globally, following its international debut in the US market last year. The brand has also recently entered the European market through a partnership with Spanish cooperative COVAP. The launch was marked by a viral animated campaign featuring the iconic “utterly butterly” Amul girl, which highlighted the country’s rich taste and culture on the international stage.
As a member of the IBEF board, Mehta will join other prominent members, including Prasoon Joshi, CEO of McCann World Group India, and Puneet Chhatwal, CEO of Taj Hotels and Resorts. Mehta believes that his experience in promoting Amul as the “Taste of India” for several decades will be valuable in his new role. With Amul’s recent international launches and exports to over 50 countries, Mehta is confident that the brand has put India’s taste on the center stage globally.
Mehta also emphasized that this is the right time for Brand India and Indian brands to shine globally, acquiring soft power to withstand trade, tariff, and geo-political challenges. As the fastest-growing large economy globally, India has a unique opportunity to showcase its strengths and culture to the world. Mehta’s appointment to the IBEF board is a significant step in this direction, and he is committed to contributing to the success of Brand India. With his experience and expertise, Mehta is likely to play a key role in promoting Indian brands and culture on the global stage.
Amul honors the legendary Hollywood star Diane Keaton
Diane Keaton, a Hollywood legend, passed away on October 11, 2025, at the age of 79. Her death sparked an outpouring of tributes from fans and colleagues around the world. Amul, a well-known dairy brand, paid a poignant tribute to the actress through a cartoon illustration posted on their official Instagram and Facebook pages. The cartoon featured Keaton in her signature style, complete with a wide-brimmed hat and glasses, alongside the caption “Any Hall of Fame Would Have Her.”
The tribute is a nod to Keaton’s iconic role in the classic film “Annie Hall,” which earned her numerous awards and cemented her status as a Hollywood icon. Keaton’s filmography is extensive, with notable roles in movies like “The Godfather” and “Father of the Bride.” Her passing has left a void in the entertainment industry, and Amul’s tribute is a heartfelt acknowledgment of her enduring legacy.
Amul’s tribute is significant not only because of its timely and culturally resonant homage to Keaton but also because it reflects the brand’s tradition of blending pop culture with its dairy products. By paying tribute to a global icon like Keaton, Amul showcases its ability to connect with a wide audience and offer a unique perspective on global events. The illustration is a testament to the brand’s creative approach to engaging with its followers and celebrating the lives of influential figures.
The use of a cartoon illustration to pay tribute to Keaton is also noteworthy. The simple yet powerful image captures the essence of Keaton’s style and persona, making it a fitting tribute to her memory. The caption “Any Hall of Fame Would Have Her” is a testament to Keaton’s impact on the film industry and her status as a timeless icon. Overall, Amul’s tribute to Diane Keaton is a heartfelt and creative acknowledgment of her enduring legacy, and it serves as a reminder of the significant impact she had on the world of cinema.
Major Brands Like Amul and Milky Mist Fail Food Safety Tests Conducted by Farmer’s Lab
Himatsingka recently shed light on the growing trend of using analogue paneer, also known as paneer made with palm oil, in street food and restaurants. This alternative is significantly cheaper than traditional paneer, with a price difference of nearly half, at Rs 210 per kg compared to Rs 450 per kg for real paneer. However, analogue paneer has been found to contain only half the amount of protein present in authentic paneer, raising concerns about its nutritional value.
The use of analogue paneer is largely driven by the desire to cut costs, but it comes with potential health risks. Himatsingka emphasized the importance of being aware of the type of paneer being consumed, especially when eating out. To address this issue, he suggested three simple tests that can be used to check the quality of paneer and determine whether it is real or analogue.
These tests can help consumers make informed decisions about the food they eat and avoid potential health hazards associated with analogue paneer. The availability of cheaper alternatives may seem appealing, but the long-term effects on health and nutrition cannot be ignored. As the demand for affordable food options continues to rise, it is crucial to prioritize the quality and authenticity of ingredients used in the food industry.
Himatsingka’s efforts to raise awareness about the differences between real and analogue paneer aim to promote transparency and accountability in the food sector. By educating consumers about the potential risks and consequences of using analogue paneer, he hopes to encourage a shift towards healthier and more sustainable food choices. The significant price difference between real and analogue paneer may be tempting, but the compromised nutritional value and potential health risks make it essential to opt for authentic and high-quality ingredients. As consumers become more informed and discerning, the demand for real paneer and other authentic food products is likely to increase, driving positive change in the food industry.
The Amul girl’s evolution into a beloved cultural symbol of India
The Amul girl, created in 1967 by ad agency ASP’s Sylvester da Cunha and his art director, Eustace Fernandes, has been a ubiquitous presence in India’s socio-cultural life. The cartoon mascot, known for her memorable tagline “Utterly Butterly delicious,” has been reminding people of current events, heroes, and villains, all while bringing a smile to their faces. With her unmatchable wit and clever one-liners, the Amul girl has been a beloved part of Indian culture for over five decades.
The Amul girl’s humor has often been irreverent, poking fun at current events and people in the news. However, this has sometimes landed her in trouble, with some individuals and groups taking offense to her gentle digs. Despite this, she has endured and remained relevant, thanks to her universal appeal, which cuts across generations of Indians. Her anthropomorphic character, with human-like traits, makes her feel like a relatable and endearing friend, rather than just an advertisement.
The Amul girl’s consistent portrayal as a clever, opinionated, yet non-confrontational child allows people to project familiarity and affection onto her, turning the brand into a much-loved cultural companion. Her use of humor, often blending unrelated elements to create surprise and delight, has been a key factor in her enduring popularity. Nostalgia also plays a role, as the Amul girl evokes fond memories of childhood and shared cultural moments.
The Amul girl is part of a tradition of ad icons in India, including the Air India Maharaja, Asian Paints’ Gattu, the Nirma girl, and the Onida Devil. These characters have become part of the family, showing up occasionally, shaping memories, and giving people something to smile about. In a rapidly changing world, the Amul girl’s presence is comforting, and her ability to crack jokes and make people laugh has made her an integral part of Indian culture.
The Amul girl’s impact goes beyond just selling butter; she has become a cultural phenomenon, representing the values and spirit of India. Her ability to connect with people across generations and backgrounds has made her a beloved icon, and her legacy continues to endure. As a symbol of Indian advertising, the Amul girl has set a high standard for creativity, humor, and irreverence, and her influence can still be seen in the advertising industry today.
Recent Updates
Amul Milk Prices May Drop by Rs 4 per Litre: MD Weighs In | Latest Business Updates
The Indian government recently reduced the Goods and Services Tax (GST) on packaged milk from 5% to 0%, effective September 22. This move led to speculation that milk prices might decrease, with some reports suggesting a possible reduction of up to Rs 4 per liter for brands like Amul and Mother Dairy. However, Amul’s Managing Director, Jayen Mehta, has refuted these claims, stating that their milk prices will not decrease.
According to Mehta, the GST on packed milk was already zero, so there will be no price reduction. The government’s decision only affects ultra-high temperature (UHT) milk, which will become cheaper starting September 22. UHT milk is heated to a high temperature, eliminating most microorganisms, and is often packaged in tetra packs, allowing it to remain safe for consumption for several months without refrigeration.
Currently, Amul’s milk prices are as follows: Amul Gold (full cream) milk is priced at Rs 69 per liter, while Amul toned milk is available at Rs 57 per liter. Buffalo milk is being sold at Rs 75 per liter, and cow milk is priced at Rs 58 per liter. Mother Dairy’s prices are similar, with full cream milk at Rs 69 per liter and toned milk at Rs 57 per liter.
Mehta clarified that the price reduction will only apply to UHT milk, which is a specific type of milk that is not as widely consumed as regular packed milk. Therefore, consumers should not expect a decrease in prices for regular milk products from Amul and other brands. The reduction in GST will, however, make UHT milk more affordable, which may benefit some consumers who prefer this type of milk. Overall, the prices of regular milk products from Amul and other brands are expected to remain unchanged.
Considering Amul, a prominent national brand, may not go public, investors could explore alternative options by investing in a portfolio of regional dairy brands, with 4 specific dairy stocks showing potential upside of up to 25%.
The dairy sector has been significantly impacted by the Goods and Services Tax (GST) rate rationalization, although it has not been widely discussed. The sector has seen substantial rate reductions, which will have far-reaching effects on companies. The most notable impact will be on value-added products, where profit margins are generated.
Since milk is exempt from tax, the focus will be on value-added products such as cheese, butter, and other dairy derivatives. These products will experience the effects of operating leverage, where small changes in costs or prices can lead to significant changes in profitability. As a result, companies in the dairy sector will need to reassess their pricing strategies and cost structures to remain competitive.
The reduced GST rates on value-added dairy products will lead to increased demand and consumption, benefiting companies that manufacture these products. However, it may also lead to reduced profit margins for some companies, particularly those with high overhead costs or inefficient operations. To mitigate this, companies may need to streamline their operations, reduce costs, and improve efficiency to maintain profitability.
The impact of GST rate rationalization on the dairy sector will also be felt by small and medium-sized enterprises (SMEs), which are a significant part of the industry. SMEs may face challenges in complying with the new tax regime, and the reduced rates may lead to increased competition from larger players. To remain competitive, SMEs will need to adapt quickly to the changing market dynamics and explore new opportunities for growth.
Overall, the GST rate rationalization will have a significant impact on the dairy sector, particularly on value-added products. Companies will need to be agile and responsive to the changing market conditions to remain competitive and capitalize on the opportunities presented by the reduced GST rates. As the sector evolves, it will be essential to monitor the effects of the GST rate rationalization and make adjustments accordingly to ensure the long-term sustainability of the industry.
Case Study on Amul: Analyzing its Marketing Approach, Distribution Network, and Branding Techniques
The Gujarat Cooperative Milk Marketing Federation (GCMMF), also known as Amul, is a dairy company based in India. The company was founded in the 1940s as a response to the exploitation of farmers by middlemen in the milk distribution industry. Amul’s founding vision was to ensure fair milk prices for rural farmers and provide quality dairy products to urban consumers. The company’s marketing mix strategy includes a range of products such as milk, butter, cheese, and ice cream, as well as a focus on affordable pricing, wide distribution, and strong brand positioning.
Amul’s brand positioning is centered around the idea of being a “people’s brand” that empowers rural farmers and promotes nationalist values. The company’s advertising campaigns, such as the iconic “Amul Girl Ads” and “Utterly Butterly Delicious” slogan, have become a part of Indian popular culture. Amul’s business model is based on a three-tier cooperative framework, where village dairy cooperatives collect milk from farmers, district unions process and package the milk, and the GCMMF markets and distributes the products.
The company has faced several challenges over the years, including competition from multinational corporations and regional players, cold chain logistics, and managing quality across decentralized collection points. However, Amul has responded to these challenges by optimizing its supply chain, diversifying its product range, and investing in e-commerce and digital marketing. Today, Amul is India’s largest fast-moving consumer goods (FMCG) brand by volume, with an annual turnover of over ₹66,000 crore. The company’s success can be attributed to its purpose-led branding, cooperative model, and ability to balance rural empowerment with urban aspiration.
Amul’s impact on India’s dairy industry has been significant, with the company playing a key role in the country’s “White Revolution” and becoming the largest milk producer in the world. The company has also empowered rural farmers, especially women, and created a model of inclusive capitalism and rural entrepreneurship. As of 2025, Amul continues to dominate the Indian dairy market and is aggressively entering new categories such as plant-based beverages and nutrition products.
Key learnings from Amul’s success include the importance of purpose-led branding, the potential of a well-executed cooperative model to outlast and outcompete private players, and the need for continuous product innovation and supply chain mastery in a perishable product business. Overall, Amul’s journey is a case study in inclusive growth, nation-building, and branding excellence, and its success serves as a model for other companies to follow.
Cheese please, as Amul honors Mohanlal’s prestigious Phalke award
Amul, the renowned dairy company, has paid tribute to veteran actor Mohanlal on its social media platform, celebrating his historic achievement of receiving the prestigious Dadasaheb Phalke Award. The award, which is the highest honor in Indian cinema, was presented to Mohanlal at the 71st National Film Awards ceremony on September 23, 2023. The 65-year-old actor, director, and producer has had a illustrious career spanning over four decades, with over 350 films across multiple languages, including Malayalam, Tamil, Telugu, Hindi, and Kannada.
Mohanlal’s journey in cinema began with his first film “Thiranottam” in 1978, and since then, he has delivered memorable performances in films like “Thanmathra”, “Drishyam”, “Vanaprastham”, “Munthirivallikal Thalirkkumbol”, and “Pulimurugan”. His exceptional contribution to the world of film has earned him recognition from the Dadasaheb Phalke Award Selection Committee, making him the youngest recipient of this coveted award at the age of 65.
Amul’s tribute features an image of Mohanlal receiving the Phalke award from the President of India, and it is a testament to his unmatched talent, versatility, and dedication to the craft. With a career spanning more than 40 years, Mohanlal has set a golden standard in the industry, becoming an irreplaceable figure in Malayalam cinema and beyond. His achievement is a well-deserved honor, and it is a celebration of his outstanding contribution to Indian cinema.
Mohanlal’s recognition is not only a personal achievement but also a milestone in Indian cinema. His body of work has inspired and influenced many, and his dedication to the craft has raised the bar for actors and filmmakers alike. As the youngest recipient of the Dadasaheb Phalke Award, Mohanlal’s journey is an inspiration to many, and his legacy will continue to be celebrated for years to come.
FMCG giants like Amul and ITC cut prices significantly with new GST rates in effect.
The Indian government’s implementation of the Goods and Services Tax (GST) 2.0 has led to a reduction in prices of daily essentials and food items. As a result, several Fast-Moving Consumer Goods (FMCG) companies have announced price cuts, passing on the benefits to consumers. This move is expected to boost demand and sales, especially with the festive season of Navratri and Diwali approaching.
Some of the major FMCG companies that have announced price cuts include ITC, Amul, Nestlé India, Dabur, PepsiCo, Ferrero, Procter & Gamble (P&G), Emami, Hindustan Unilever (HUL), and Patanjali. The price reductions range from 2-15% across various product categories, including packaged foods, personal care products, dairy products, and beverages.
ITC has reduced prices of its ghee by Rs 70, making it one of the steepest reductions in the FMCG sector. Amul has also slashed prices of its ghee, butter, paneer, and ice creams. Nestlé India has cut prices of its Maggi noodles and coffee range, while Dabur has reduced prices of its juices, health supplements, and oral care products.
Ferrero has announced the steepest cut in the chocolate segment, with a reduction of Rs 100 on its Ferrero Rocher product. P&G has reduced prices of its Vicks Action 500 Advance and other products, including diapers, shampoos, and razors. Emami and HUL have also rolled out price cuts across their personal care and food products.
Patanjali has announced steep cuts across its Nutrela, personal care, and health products, including a reduction of Rs 48 on its ghee. Varun Beverages, the distributor of PepsiCo, has reduced prices of its juice and packaged water portfolio. Overall, the price cuts are expected to benefit consumers and boost sales for the FMCG companies during the festive season.
The price reductions will be effective starting September 22, and consumers can expect to see lower prices on a range of products, including food items, personal care products, and beverages. The move is seen as a positive development for consumers, who will benefit from the reduced prices, and for the FMCG companies, which are expected to see an increase in sales and demand.
Your daily milk pouches remain pricey even after GST changes
India’s leading dairy companies, Amul and Mother Dairy, have confirmed that the prices of pouch milk will remain unchanged despite the recent Goods and Services Tax (GST) overhaul. The reason for this is that pouch milk is exempt from GST, and therefore, the recent tax changes do not affect its pricing. Jayen Mehta, Managing Director of Gujarat Co-operative Milk Marketing Federation (GCMMF), which markets Amul products, stated that there is no change proposed in the prices of fresh pouch milk as it has always been exempt from GST.
Earlier, some media reports suggested that pouch milk prices could be reduced by Rs 3 to Rs 4 under the GST 2.0 framework, but Mehta clarified that such reports are inaccurate. The relief under the new tax structure will only apply to UHT (Ultra-High Temperature) milk, which will now become cheaper with the GST rate cut from 5 percent to nil. UHT milk has a long shelf-life of several months without refrigeration due to its processing and packaging.
The new GST measures, announced by Finance Minister Nirmala Sitharaman on September 3, aim to ease the cost of living and boost economic activity. The 56th GST Council meeting decided to rationalize GST rates into two slabs, 5 percent and 18 percent, by merging the existing 12 percent and 28 percent rates. This move is seen as a major benefit to households, farmers, businesses, and the healthcare sector.
Mother Dairy has unveiled its revised pricing, cutting prices on UHT milk and other dairy products, while everyday pouch milk remains unaffected. Amul has also ruled out any price cut for pouch milk, stating that only long-life UHT milk will get GST relief. The company has confirmed that the prices of Full Cream, Toned, and Cow Milk will remain the same. With this clarification, millions of households that rely on pouch milk can breathe a sigh of relief, knowing that their daily staple will remain affordable. As a reliable and trusted news source, it is essential to provide accurate information to avoid confusion and speculation.
BJP secures seven seats at Amul Dairy, while Congress manages to win two.
The Bharatiya Janata Party (BJP) has secured a majority on the board of the Kaira District Cooperative Milk Producers Union Limited, commonly known as Amul Dairy. The party won seven out of the nine seats on the board of directors in the elections held on Thursday, while the Congress party managed to win only two seats. Prior to the voting day, BJP-supported candidates had already won four seats unopposed, giving the party a strong foothold.
The counting of votes took place on Friday morning, and the results showed that the BJP had won a majority of the seats. Kanti Sodha Parmar won the Anand block with 79 votes, while Rajendrasinh Balwant Parmar won the Khambhat block with 84 votes. Beena Tejas Patel won the Petlad block with 83 votes, and incumbent chairman Vipul Patel won the Nadiad block with 83 votes. Ghela Mansinh Zhala won the Kathlal block with 79 votes, and Bhagwatsinh Parmar won the Matar block with 53 votes.
The Congress party’s candidates, Rajendrasinh Dhirsinhji Parmar and Bhura Laxman Solanki, won the Borsad and Kapadwanj blocks respectively, with 52 and 61 votes. Notably, Kesrisinh Solanki, a two-term former MLA who was suspended from the BJP last year, faced defeat in the Matar block. In the individual members category, Vijay Patel won with four votes.
The BJP’s victory gives the party a full majority on the milk union’s board, with 11 out of 13 seats. The party’s supported candidates had earlier won four seats unopposed from Thasra, Balasinor, Mehmedabad, and Virpur blocks. The election saw a high turnout of 97.48%, with 813 out of 834 voters exercising their franchise across nine blocks. A total of 24 candidates had contested the nine seats. The BJP’s win is seen as a significant victory for the party, and is expected to have implications for the dairy industry in the region.