Latest News on Amul
Gokul Raises Prices of Full Cream and Cow Milk, Effective May 4, Following Amul’s Lead – PUNE PULSE
In a recent development, Gokul Milk, a prominent dairy company, has announced a price hike for its full cream and cow milk products. This move comes close on the heels of a similar price increase by Amul, another major player in the dairy industry. The new rates will come into effect from May 4, and consumers can expect to pay more for their daily milk supplies.
As per the announcement, the price of Gokul’s full cream milk will increase by Rs 2 per liter, while the cow milk will see a hike of Rs 1 per liter. This hike is attributed to the rising costs of milk production, including increased expenses for cattle feed, labor, and transportation. The company has stated that the price revision is necessary to ensure the sustainability of its dairy farming operations and to maintain the quality of its products.
Gokul Milk’s decision to raise prices is expected to have a ripple effect on the entire dairy industry. Other companies may follow suit, and consumers can anticipate a surge in milk prices across the board. This hike may also impact the prices of other dairy products, such as curd, butter, and cheese, which are often linked to the price of milk.
The price increase has sparked concerns among consumers, who are already struggling with inflation and rising living costs. The hike may disproportionately affect low-income households, which rely heavily on milk as a staple food item. Additionally, the increase may also impact the demand for milk, as some consumers may opt for alternative beverages or reduce their milk consumption to cope with the higher prices.
Gokul Milk has emphasized that the price hike is a necessary measure to ensure the long-term viability of its dairy farming operations. The company has invested heavily in modernizing its dairy infrastructure and implementing sustainable farming practices, which have increased its production costs. By passing on these costs to consumers, Gokul Milk aims to maintain its product quality and ensure a stable supply chain.
In conclusion, the price hike by Gokul Milk is a significant development in the dairy industry, and its impact will be felt by consumers across the country. While the company’s decision to raise prices may be necessary to ensure its sustainability, it may also have far-reaching consequences for the dairy market and consumer behavior. As the industry adjusts to the new pricing landscape, it remains to be seen how consumers will respond to the higher prices and whether the demand for milk will be affected in the long term.
Amul Welcomes Mark Carney As Canada’s PM With A Witty And Timely Tribute – Check It Out
Dairy brand Amul is known for its creative and timely marketing strategies, often using its social media platforms to comment on trending topics from around the world. Recently, the brand congratulated Mark Carney, the newly appointed Prime Minister of Canada, with a unique doodle on Instagram. The doodle featured the Amul Girl, the brand’s mascot, standing alongside Carney with a plate of butter-smothered bread, while Carney waved and held a piece of bread. The text on the image included a play on words, reading “The new Carneydien PM” and “OttaWah! Kya butter hai!”
This is not the first time Amul has used its doodles to comment on current events. In March, the brand celebrated the safe return of astronauts Sunita Williams and Butch Wilmore to Earth with a topical doodle. The illustration showed the duo waving and giving a thumbs-up as they exited the space capsule, with the text “Truly Astronishing” and “This ISS wonderful” – a reference to the International Space Station.
Amul has also used its doodles to engage with technological advancements, such as the development of AI assistants. The brand created a doodle featuring a man holding buttered bread on a bike, alongside a robot marked with an “X” – a nod to Elon Musk’s company xAI. The text on the poster read “GROK around the clock” and “Have with chAI”, showcasing the brand’s ability to incorporate witty wordplay and puns into its marketing.
Amul’s use of social media and doodles has become a key part of its marketing strategy, allowing the brand to stay relevant and engage with its audience in a creative and timely manner. By commenting on current events and technological advancements, Amul is able to showcase its brand personality and values, while also highlighting its products in a unique and memorable way. With its light-hearted and humorous approach, Amul has become a beloved brand in India, and its doodles have become a staple of the brand’s online presence.
The Ghee Market Is Witnessing Explosive Growth
The global ghee market is expected to grow at a compound annual growth rate (CAGR) of 6.2% from 2025 to 2032, reaching $95 billion by 2032. The market is driven by the increasing demand for healthy and natural products, particularly among health-conscious consumers and those following paleo and Ayurvedic diets. Ghee, a clarified form of butter, is rich in healthy fats and vitamins, making it a popular choice for cooking, baking, and as a dietary supplement.
The market is segmented by type, including cow ghee, buffalo ghee, organic ghee, herbal ghee, and cultured ghee. The dominant region for ghee consumption is South Asia, while North America is the fastest-growing region. The market trends include the surge in demand for artisanal and organic ghee, the use of ghee in bakery and snack products, and the growth of e-commerce and direct-to-consumer brands.
The major players in the ghee market include Amul, Patanjali, Nestle, Britannia, and Mother Dairy, among others. The market faces challenges such as high production costs, regulatory differences, and shelf stability concerns. However, there are opportunities for growth in the global expansion of Indian foods, the use of ghee in sports and fitness markets, and the development of premium packaging and nutraceutical products.
The market research report provides a comprehensive analysis of the ghee market, including market segmentation, regional analysis, and competitive landscape. The report aims to provide insights into the key factors influencing the growth of the market, including opportunities, drivers, and challenges. The report also analyzes the market trends, including the growth of artisanal and organic ghee, and the use of ghee in bakery and snack products.
The report is based on a thorough analysis of the market, including primary and secondary research, and provides a detailed overview of the market, including market size, growth trends, and competitive landscape. The report is intended to provide insights and guidance to stakeholders, including manufacturers, distributors, and investors, to help them make informed decisions about the ghee market.
Key findings of the report include:
* The global ghee market is expected to grow at a CAGR of 6.2% from 2025 to 2032.
* The dominant region for ghee consumption is South Asia, while North America is the fastest-growing region.
* The market trends include the surge in demand for artisanal and organic ghee, the use of ghee in bakery and snack products, and the growth of e-commerce and direct-to-consumer brands.
* The major players in the ghee market include Amul, Patanjali, Nestle, Britannia, and Mother Dairy, among others.
* The market faces challenges such as high production costs, regulatory differences, and shelf stability concerns.
Overall, the report provides a comprehensive analysis of the ghee market, including market trends, competitive landscape, and growth opportunities. It is intended to provide insights and guidance to stakeholders to help them make informed decisions about the ghee market.
Amul targets Rs 80,000 crore revenue as demand for health-conscious ice creams drives expansion.
Amul, a leading dairy company in India, is experiencing a significant surge in its ice cream business this summer, with a growth rate of 35-40%. According to Managing Director Jayen Mehta, the early onset of summer and a growing consumer preference for healthier variants are driving this momentum. The company has been witnessing month-on-month and year-on-year growth of over 35-40% in its ice cream segment since February. This growth is expected to contribute significantly to Amul’s annual performance, with the company expecting to close the current financial year with revenues between Rs 75,000 – 80,000 crore.
The Indian ice cream market is experiencing strong double-digit growth, driven by evolving consumer preferences and weather patterns. Consumers are increasingly opting for healthier options, such as low-fat, high-protein, and sugar-free ice creams, as well as plant-based and dairy-free alternatives. Amul has responded to this shift by launching 20-25 new ice cream products this season, including protein-based items targeting health-conscious consumers.
The company’s growth is also driven by its expanded distribution network and intensified marketing efforts. Last year, Amul recorded a turnover of Rs 66,000 crore, surpassing its closest multinational rival by nearly 10%. With its broad product diversification strategy and focus on innovation, Amul is well-positioned to continue its growth trajectory. The company’s ability to adapt to changing consumer preferences and trends has been key to its success, and its commitment to introducing new and innovative products is expected to drive further growth in the future.
Overall, Amul’s ice cream business is experiencing a significant surge in growth, driven by a combination of factors including the early onset of summer and a growing consumer preference for healthier options. With its strong product portfolio, expanded distribution network, and commitment to innovation, Amul is well-placed to continue its growth trajectory and maintain its position as a leading player in the Indian dairy market.
Rising temperatures spark early summer launches for ice cream companies in Pune
As winter ends earlier than expected, the mercury level has risen beyond 30°C in January, and people are flocking to ice cream parlors to beat the heat. Anticipating a surge in sales, ice cream makers like Amul, Mother Dairy, and Havmor are launching new flavors in the market, with 13-15 variants expected to be introduced this summer. Many companies are planning to launch new products in late February due to the harsh weather conditions.
Experts predict a 25-30% surge in demand for ice cream this season, which is expected to be hotter than usual. Banking professional Monica Advani noted that office workers are now preferring ice cream over tea during breaks to cool down, and some are even ordering ice cream online to avoid going out in the heat. Jayen Mehta, MD of Amul, stated that the company has an advantage with the early onset of summer and has already started investing in advertising and brand building. They will also promote big packs like two-liter packs for home consumption.
Mother Dairy’s MD, Manish Bandlish, said that the company expects a significant surge in demand for categories like ice cream and curd, and they will roll out 25 new offerings from this month onwards. Havmor Ice Cream is planning to launch innovative flavors featuring the Indian Premier League (IPL) and has introduced a four-layered ice cream with jelly, ice cream, coating, and biscuits. Amul has increased its capacity by over 50% in a year and has prepared for distribution expansion in advance.
The demand for ice cream is not just limited to the young, as families are also visiting parlors late in the evening to escape the heat. However, many diet-conscious people are opting for ice creams with lower calories. With the early onset of summer, ice cream companies are ramping up production and rolling out new offers and promotional deals to meet the expected surge in demand. As the summer season is expected to be hotter than usual, the ice cream industry is poised for a significant growth, with companies introducing new and innovative products to cater to the growing demand.
Recent Updates
IPL advertising volume sees 6% surge, with Parle biscuits taking the top position.
The 18th season of the Indian Premier League (IPL) saw a 6% increase in advertising volumes compared to the previous season, according to a report by TAM Sports. The report analyzed data from March 22, 2025, to April 22, 2025, and found that the number of advertisers increased by 15% and the number of brands grew by 20%. However, the number of categories decreased by 6%.
The top categories in IPL 2025 were mouth fresheners, biscuits, ecom-gaming, aerated soft drinks, and corporate-financial institutes. Notably, three of the top five categories were from the Food and Beverages (F&B) sector. The top five advertisers, including Parle biscuits, Vishnu packaging, Reliance Consumer Products, Sporta Technologies, and KP Pan Foods, contributed to 31% of the overall ad volumes.
The season also saw the entry of 102 new brands and 21 new categories, while 25 categories that were present in the previous season were missing. The report also analyzed brand exclusivity on Hindi+English sports channels and regional language channels. On Hindi+English sports channels, Amul emerged as the top brand, promoting Amul Butter and Amul Lassi. On regional language channels, Reliance Trends was the top brand, followed by Orient Fans and Airtel Wi-Fi.
The increase in advertising volumes and the growth of new brands and categories suggest that the IPL remains a popular platform for advertisers. The dominance of F&B brands in the top categories and the presence of new brands and categories indicate a shift in consumer preferences and advertising strategies. The report provides valuable insights into the advertising landscape of the IPL and highlights the evolving trends and patterns in the Indian sports marketing industry.
Overall, the 18th season of the IPL has been a success in terms of advertising, with a significant increase in volumes and a diverse range of brands and categories participating. The report by TAM Sports provides a comprehensive analysis of the advertising landscape of the IPL and offers insights into the trends and patterns that are shaping the Indian sports marketing industry.
Amul introduces a new high-protein variant of its popular Kulfi dessert – The Hindu BusinessLine
Amul, India’s largest food and FMCG brand, has launched a new “high-protein kulfi” in Kolkata, which is set to revolutionize the dairy industry. The kulfi, priced at ₹40 for a 60-gram pack, contains 10 grams of protein, only 57 calories, and is low in fat, lactose-free, and prebiotic. It also provides 100 million CFU probiotics and has no added sugar. This innovative product is a game-changer, making high-protein food accessible to the masses.
According to Jayen Mehta, Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul plans to launch a range of high-protein products, including paratha, sandwich, snacks, ice cream, and coffee. The goal is to ensure that every Indian consumes at least 1 gram of protein per kilogram of body weight daily. Amul’s high-protein range, available exclusively on its D2C site shop.amul.com, already includes products like lactose-free Whey Protein Concentrate, high-protein paneer, and high-protein dahi.
The launch of the high-protein kulfi is a significant step towards promoting a healthy lifestyle and addressing the protein deficiency in the Indian population. Amul’s commitment to providing high-quality, protein-rich products at affordable prices is commendable. The brand’s partnership with Kolkata Knight Riders (KKR) as an official partner for the IPL season is also noteworthy.
With the rising awareness about health and wellness, Amul’s high-protein products are expected to gain popularity. The brand’s focus on innovation and customer-centric approach will likely help it maintain its market leadership position. As Amul expands its high-protein product range, it is poised to make a significant impact on the Indian food industry and contribute to the nation’s health and wellness goals. Overall, the launch of Amul’s high-protein kulfi is an exciting development that is sure to delight health-conscious consumers across the country.
Amul introduces the world’s first Kulfi with the highest protein content
On April 25, 2025, Amul launched its new High Protein Kulfi at a grand event in Kolkata. This innovative product is a game-changer in the market, offering 10g of protein with only 57 calories in every mango-flavored kulfi. The product is low-fat, lactose-free, and prebiotic, with 100 million CFU probiotics and no added sugar. Priced at Rs 40 for a 60g pack, it will soon be available across all of Amul’s quick-commerce partners.
According to Jayen Mehta, Managing Director of Amul, the company is excited to introduce this high-protein product, which is part of a larger range of innovative products, including paratha, sandwich, snacks, ice cream, and coffee. The goal is to ensure that every Indian gets at least 1g of protein per kg of body weight every day. Amul’s high-protein range, launched in 2022, has taken the fitness and nutrition market by storm, with products such as plain lactose-free WPC, lactose-free chocolate WPC, high-protein paneer, and high-protein dahi.
The products have been designed to maximize the protein-to-calorie ratio, allowing people to consume protein without taking in extra calories. With features such as lactose-free, no added sugar, low-fat or fat-free, and less than 100 calories per serving, there is a product to suit every individual’s needs. As the largest manufacturer of cheese in the country, Amul collects over 350 lakh liters of milk every day, ensuring ample milk protein to create high-quality products that fit into the Indian diet.
The Amul Protein range has already become the choice of top athletes and fitness enthusiasts. With its high-protein products, Amul aims to lead the protein revolution in India, which is expected to bring about a significant improvement in the physical strength of Indians. By making high-protein products accessible and affordable, Amul is taking a significant step towards promoting a healthier and stronger India. With its commitment to innovation and quality, Amul is poised to remain a leader in the dairy industry and a trusted brand for fitness enthusiasts and health-conscious individuals.
Parle aims to emulate Amul’s success with Marie biscuits, but its advertisements fall short on clever wordplay.
Parle, a well-known Indian biscuit brand, has launched a new advertising campaign to strengthen its position in the Marie biscuit market. The campaign aims to reinforce the idea that when it comes to Marie biscuits, it has to be Parle Marie. The TV commercials show people getting confused when asked for Marie biscuits, highlighting the need to specify “Parle Marie” to avoid any misunderstandings. The campaign’s goal is to boost brand recall, differentiate Parle Marie from generic Marie options, and establish its presence in a crowded market.
The Marie biscuit category has become increasingly competitive, with several brands offering their own versions, including Britannia’s Marie Gold, ITC’s Marie Light, and DK Bakings’ Nutribake Morning Marie. Britannia’s Marie Gold, in particular, has extensive consumer awareness due to its early entry into the Indian market and aggressive advertising campaigns. Parle, however, is attempting to reclaim its position as the leading Marie biscuit brand through its new campaign.
The campaign’s strategy is to create a universal consumer insight in an engaging and humorous way, while clearly reinforcing the idea that Parle Marie is the only authentic Marie biscuit. According to Mayank Shah, Vice President of Parle Products, the campaign is a confident step forward to strengthen top-of-mind recall. The idea is to make Parle Marie synonymous with the Marie biscuit category, much like Colgate is with toothpaste and Amul is with dairy products.
Colgate and Amul are examples of brands that have become larger than their respective categories through consistent branding and clever advertising. Colgate has dominated the oral care market in India through educational advertising campaigns, while Amul has carved its identity through relatability and wit. Both brands have invested heavily in creating awareness and building trust with their consumers, ultimately becoming symbols of their respective categories. Parle hopes to achieve similar success with its new campaign, establishing Parle Marie as the go-to Marie biscuit brand in India.
Amul set to foray into Tamil Nadu’s dairy market
Amul, a leading dairy cooperative, is set to enter the Tamil Nadu milk market with a unique cooperative model that aims to support local farmers. According to Amit Vyas, Managing Director of Amul Dairy, the company plans to establish a presence in the state by setting up a milk processing plant in Chittoor, Andhra Pradesh, which will supply milk to Bengaluru. As a starting point, Amul has already begun selling curd in Chennai and will soon expand its operations to the milk market.
Amul’s entry into Tamil Nadu is expected to have a positive impact on local farmers, as the company plans to procure milk from them at a fair price. Currently, Amul is procuring around 50,000 litres of milk near Vellore, and the company aims to support farmers by providing services such as veterinary care to enhance milk production. This cooperative model is expected to improve the income of farmers and promote sustainable dairy farming practices in the region.
In addition to its dairy business, Amul is also involved in the organic farming sector. The company has launched its own organic fertilizer, which has been sold on a pilot basis for the last two years. Amul plans to start production of organic fertilizers at its facility in Namakkal within the next 10 days, with the aim of dispatching products across southern India, including Tamil Nadu, Kerala, and Andhra Pradesh. The company will offer its organic fertilizers in multiple forms, including powder, granules, and liquid, providing a range of solutions to farmers.
Furthermore, Amul plans to procure organic agricultural produce from Tamil Nadu and market it under the trusted Amul brand, promoting organic farming in the region. This move is expected to benefit local farmers and consumers alike, by providing them with access to high-quality, organic products. With its cooperative model and focus on organic farming, Amul’s entry into the Tamil Nadu market is set to have a positive impact on the state’s agricultural sector.
Amul plans to set up world’s largest curd station at Kolkata valued at Rs 600 crore.
Amul, a leading dairy cooperative in India, announced it will set up the world’s largest curd manufacturing plant in West Bengal near Kolkata. The plant, which will be called Amul Bengal Dairy, will have a daily capacity of 10 lakh kg of curd, along with other dairy products like yogurt, lassi, and buttermilk. It will also process and package 15 lakh litres of milk daily, including ice cream, flavoured milk, paneer, ghee, and UHT milk. The plant is being set up at the Sankrail Food Park in Howrah, with an investment of Rs 600 crore in two phases.
The facility will cater to the growing demand for curd in the market, which is a popular product in Bengal. Amul is already the largest fresh milk brand in the state, with sales of over 10 lakh litres of milk per day. The company has a strong procurement network in 14 districts of Bengal, with over 1.2 lakh women milk producers associated with it.
This project is part of the White Revolution 2.0 initiative of the Union cooperation ministry, which aims to strengthen the dairy cooperative movement in the country. The Amul Bengal Dairy plant is expected to create new employment opportunities and contribute to the growth of the local economy. With this investment, Amul aims to further solidify its position in the Indian dairy market and meet the increasing demand for its products. The plant is expected to be operational soon, marking a significant milestone for the company and the dairy industry in the region.
Amul girl meets Nirma: Viral AI video revives nostalgic Indian mascots, sparks ethics controversy among users
An AI-generated video showcasing hyper-realistic versions of beloved Indian brand mascots has gone viral on LinkedIn, sparking both admiration and concern among viewers. The video, shared by Shahid SK, features characters from well-known brands such as Amul, Air India, Asian Paints, Indian Railways, Nirma, Parle-G, 7UP, and Cheetos. The video uses generative AI tools to bring these characters to life in a “hyper-realistic world”.
The video depicts the characters in various scenarios, such as the Amul Girl feasting on cheese, the Parle-G girl squatting on a mound of biscuits, and Air India’s Maharaja greeting viewers with a stiff smile. The Nirma Girl, in particular, is seen dancing in her iconic polka dot frock as a predominantly white audience applauds in the background.
While the video has been praised for its ingenuity and technical execution, some LinkedIn users have raised concerns about the ethics of using mascots with deeply personal origins. One user pointed out that the Nirma Girl is based on the daughter of the brand’s founder and that using her image without permission could be a violation of privacy and ethics. Others have expressed concerns about copyright and intellectual property rights, with one user remarking that generative AI is “a nightmare for designers!!”.
The video has also sparked debate about the tension between human artistry and machine-led creativity. One user described the video as “creepy”, while another observed that it’s “something I’ll never be able to do”. Despite these concerns, the video has been widely shared and has sparked a lively discussion about the potential of AI-generated content. The use of advanced image-to-video AI platforms has made it possible to create realistic and engaging videos, but the ethical implications of using copyrighted material and the blurred lines between human creativity and machine generation are still being debated.
The Punjab Government has introduced Veera, Verka’s fresh mascot, a modern take on the legendary Amul girl.
The Punjab Government has introduced a new mascot for its Verka dairy brand, named “Veera”, inspired by the iconic Amul girl. Veera is dressed in a polka-dot frock with blue hair and a half-pony tied up, similar to the Amul girl. The launch was announced at an event held on Wednesday, where Chief Minister Bhagwant Singh Mann unveiled Veera and laid the foundation stone for a new fermented products unit at the MARKFED-run Verka Milk Plant in the Verka area.
The launch of Veera is a significant development for the Verka dairy brand, which has been a well-known name in Punjab for many years. The brand has a reputation for producing high-quality dairy products, including butter, cheese, and milk. With the launch of Veera, the brand is hoping to increase its visibility and appeal to a wider audience.
The new mascot is designed to be a fun and engaging representation of the Verka brand, and is expected to appeal to children and adults alike. Veera is dressed in a colorful and playful polka-dot frock, with blue hair and a half-pony tied up, which are similar to the iconic Amul girl’s dress. The mascot is designed to be a friendly and approachable representation of the brand, and is expected to help to build brand recognition and loyalty.
The launch of Veera and the new fermented products unit are part of the Punjab Government’s efforts to promote the dairy industry in the state. The government is investing heavily in the sector, with the aim of increasing production and exports. The new unit is expected to create new jobs and stimulate economic growth in the region.
Overall, the launch of Veera is an exciting development for the Verka dairy brand, and is expected to help to increase brand visibility and appeal. The new mascot is designed to be fun and engaging, and is expected to help to build brand loyalty and recognition.
How a dairy industry leader achieves consistent daily triumphs
The article discusses the organizational purpose of dairy giant Amul, which has been embedded in its DNA since its inception. Jayen Mehta, MD of Amul, states that the company’s purpose is to provide value for its farmers, employees, and consumers, while maintaining profitability. Amul’s business model is distinct from the traditional model, where it prioritizes buying milk from farmers at the highest possible price and selling finished products at affordable prices.
Amul’s approach to organizational development is based on two core values: value for many, which ensures a better livelihood for 3.6 million farmers, and value for money, which provides high-quality dairy products at affordable prices to over a billion consumers. The company has a cooperative business model, where village dairy cooperative societies are formed at the grassroots level, and the products are marketed by the state federation, eliminating middlemen.
Amul’s journey to success began in 1946 with the visionary leadership of Sardar Vallabhbhai Patel, who believed that farmers should form cooperatives to protect themselves from exploitation by middlemen. The cooperative model, which was later expanded under Operation Flood, has made India the largest producer of milk in the world.
To stay competitive in a liberalized market, Amul embarked on a change management process, exploring international models such as the Japanese Total Quality Management (TQM) model. The TQM model focuses on continuous improvement, customer satisfaction, and employee involvement in every level of the organization. This approach has been instrumental in the company’s success and has become a blueprint for the dairy industry.
Amul has also adopted the latest technological tools, such as enterprise resource planning (ERP) systems, custom applications, and specialized online portals, to streamline its operations and manage its vast supply chain. The company’s digital infrastructure is designed to ensure accuracy, transparency, and efficiency in every aspect of the business, from procurement to sales.
The company is now exploring the potential of artificial intelligence (AI) to drive efficiency, optimize supply chains, and enhance consumer engagement. Mehta believes that AI will be instrumental in automating processes, analyzing big data, and generating valuable insights.
Overall, Amul’s unique approach to organizational development, combined with its use of technology and data analytics, has enabled the company to achieve sustainable growth and success in the dairy industry.
Amul’s FY25 revenue surges 12% to ₹90,000 crore, as GCMMF’s turnover jumps 11% to ₹66,000 crore.
Amul, a leading state-level dairy cooperative in India, has reported a significant rise in its financial performance in the past fiscal year. The company’s brand revenue has grown by 12% to Rs 90,000 crores (approximately $12 billion USD) in FY25, a major achievement for the organization.
The Gujarat Cooperative Milk Marketing Federation (GCMMF), the marketing entity of Amul, has also seen a noticeable increase in turnover, rising 11% to Rs 66,000 crores (approx. $8.8 billion USD) in the same period.
The increase in revenue and turnover can be attributed to several factors, including the growth in milk procurement, augmented production, and geographical expansion of the brand. The company’s efforts to invest in digital marketing, improve product offerings, and expand its reach through new distribution channels have also contributed to the jump in sales.
Amul’s success is closely tied to the growth of the dairy sector in India. The penetration of dairy products is increasing, driven by changes in consumer preferences, an emphasis on a balanced diet, and the growth of the organized retail segment. The expanding middle class and increasing demand for high-quality dairy products have resulted in the rise of Amul’s brand, which has been a benchmark of quality, reliability, and affordability.
Amul’s various products, including milk, milk powder, ghee butter, cheese, and ice cream, are popular across India. The company operates in several high-volume markets, including urban and rural areas, where its support for rural milk producers and investments in enhancing dairy farming practices have been instrumental in fostering seeds of prosperity in the countryside.
The success of Amul has allowed it to contribute to the economic and social development of the country and the state of Gujarat, where its footprint is most significant. This further underscores the vision of Dr. Verghese Kurien, the pioneer who headed the National Dairy Development Board (NDDB), the organization under which Amul was founded in 1973. His vision of empowering rural India through the Amul model of dairy development remains highly relevant today.
As the demand for dairy products continues to rise in India and globally, Amul is well-positioned to capitalize on this trend and establish itself as a leader in the dairy industry.
Amul’s summer campaign taps into the power of nostalgia to connect with customers.
The article explores how the Indian dairy brand Amul leverages the summer season to drive its marketing and advertising efforts. Amul is a household name in India and has a strong emotional connection with consumers, particularly during the summer months when the brand’s ice cream and dairy products are in high demand. The brand’s marketing strategy includes:
* Moment marketing: Amul creates witty and shareable ads that tie in with current events, festivals, and pop culture moments, often featuring its iconic “Amul Girl” character.
* Digital campaigns: Amul promotes its summer offerings on social media platforms like Instagram, Facebook, and Twitter, using visually appealing posts and hashtags.
* Influencer collaborations: Amul partners with food influencers who create recipes using Amul products, showcasing their versatility.
* Offline promotions: The brand sets up kiosks, bike rallies, and branded food trucks to sample its products and drive impulse purchases.
* Seasonal products and pricing: Amul tailors its product offerings to meet the heightened demand for cooling items during the summer, including new flavors and limited-edition summer specials.
* Distribution network: Amul’s extensive distribution network ensures that its products are available even in remote areas, making it easily accessible to customers.
Amul’s summer marketing strategy also includes a focus on competitive messaging, highlighting the brand’s dairy-based ice creams as a superior alternative to frozen desserts. The brand’s iconic jingle, “Chalo Chalo,” also plays a crucial role in evoking nostalgia and recall. Overall, Amul’s summer marketing efforts aim to connect with customers on an emotional level, reminding them of simpler days and the joy of childhood summers.
Global private equity firm KKR unveils ‘Train Like a Knight’, a new IP in collaboration with Amul Protein.
Kolkata Knight Riders (KKR) has launched a new initiative, “Train Like a Knight”, in collaboration with Amul Protein, to give fans a behind-the-scenes look at the training, fitness, and nutrition routines of professional cricketers. The six-episode video series, now available on YouTube, will showcase the daily routines of cricketers like Ajinkya Rahane, breaking down the barriers between fans and players. The initiative aims to provide fans with an authentic look at what it takes to compete at the highest level of professional cricket.
“Train Like a Knight” is a testament to KKR’s commitment to inspiring fitness and showcasing the holistic preparation of its athletes. The partnership with Amul Protein is meant to provide fans with a glimpse into the world of professional cricket, highlighting the physical and mental preparation required to compete at the highest level.
The initiative is not limited to the video series alone. It will expand into a year-long platform, featuring events, workshops, and merchandise. This comprehensive approach aims to provide fans with a more intimate connection to the players, as well as useful insights into training and nutrition.
According to Binda Dey, Group Chief Marketing Officer of Knight Riders Sports, “Our collaboration with Amul Protein is more than just a partnership – it’s a testament to our commitment to inspiring fitness and showcasing the holistic preparation of our athletes.” The “Train Like a Knight” initiative is an innovative way for KKR to engage with its fans and provide a unique perspective on the world of professional cricket.
In a strategic coup, Reliance Retail acquires the Indian rights to a high-profile cricket star’s brand, poised to disrupt the market and challenge established players like Appy Fizz, Rasna, and PepsiCo.
Reliance Consumer Products Ltd (RCPL), led by Mukesh Ambani, has entered the Indian packaged beverage market with the launch of Sun Crush, a premium juice brand from Sri Lanka. The company has acquired the India rights for Sun Crush from Ceylon Beverage International, owned by former Sri Lankan cricketer Muttiah Muralitharan. The brand is positioned as an affordable alternative to established brands like Dabur’s Real, PepsiCo’s Tropicana, ITC’s B Natural, Amul Tru, and Paperboat, with a price tag of Rs 20 for a 200 ml bottle.
With Sun Crush, Reliance aims to secure a strong foothold in the rapidly expanding Indian beverage sector, which is expected to grow to Rs 1.47 trillion by 2030. The brand will be manufactured locally and will be available in different flavors to cater to the Indian market. This is Reliance’s second product in the juice segment after its acquisition of RasKik two years ago.
Reliance Industries, India’s most valuable company with a market capitalization of Rs 17.395 trillion as of March 2025, is expanding its presence across diverse industries while delivering innovative and accessible products to Indian consumers. With Sun Crush, Reliance is positioning itself as a serious player in the Indian beverage market, where established brands like Appy Fizz, PepsiCO, ThumpsUp, and Coca Cola dominate the market.
The entry of Sun Crush is a significant development in the Indian beverage industry, which is expected to create a new wave of competition among existing players. As Reliance continues to expand its presence in various sectors, including e-commerce, retail, and now beverages, CEO Mukesh Ambani’s vision of making Reliance a dominant player in multiple industries is becoming a reality.
Amul is poised to establish its largest-ever dairy plant in Kolkata, investing Rs 600 crores to construct the world’s biggest curd manufacturing facility.
The Gujarat Co-operative Milk Marketing Federation (GCMMF), which operates under the popular dairy brand Amul, plans to invest Rs 600 crore to set up an integrated dairy plant in Kolkata, West Bengal. The plant, to be located at Sankrail Food Park in Howrah, will be the world’s largest curd (dahi) manufacturing facility, with a daily capacity of 10 lakh kg. The facility will also have a total milk processing capacity of 15 lakh litres per day. According to GCMMF MD Jayen Mehta, there is significant demand for curd in Kolkata and its surrounding areas, and the new plant will cater to this growing demand.
The new plant will be set up in two phases with an investment of Rs 600 crore. This will strengthen the dairy cooperative movement in Bengal under the White Revolution 2.0 initiative of the Ministry of Cooperation, Government of India. The plant will also help in generating more employment opportunities and contributing to the growth of the local economy.
GCMMF, which is the world’s largest farmer-owned dairy cooperative, with over 36 lakh farmers across 18,600 villages in Gujarat and its 18 member unions, has already made significant progress. Its turnover increased by 8% in the 2023-24 financial year to Rs 59,445 crore, and it is expected to register double-digit growth in revenue this fiscal on the back of strong demand.
The setting up of this new plant is a significant development for the dairy industry in West Bengal, which will help to meet the growing demand for curd and other dairy products in the region. It will also provide employment opportunities and contribute to the growth of the local economy.
The humorous mascot Amul celebrates the triumph of adolescence as it takes over the world.
The popular Indian dairy brand Amul has congratulated the Netflix original series “Adolescence” with a special doodle on its Instagram page. The illustration captures a pivotal scene from the show, depicting a pivotal moment between the main character Jamie Miller and his father in a police station. Amul’s doodle, which was shared with the caption “#Amul Topical: British web series taking the world by storm”, joins the growing chorus of praise for the limited series. The doodle also adds a dose of humor with the text “Making sense of Adolescence” written above it.
The show, which premiered on Netflix, follows the story of 13-year-old Jamie Miller, who is arrested for the murder of a schoolmate. The series explores the aftermath of the incident on Jamie’s family, particularly his parents, played by Stephen Graham and Christine Tremarco. The show has received widespread critical acclaim for its thought-provoking and intense portrayal of adolescence, mental health, and the consequences of youth violence.
Amul’s doodle is just the latest example of the brand’s playful and timely way of commenting on current events and popular culture. By adding its own creative spin to the ongoing conversation around “Adolescence”, Amul has managed to capture the attention of fans and create a buzz around the show. The doodle is a clever way to engage with the audience, and it’s no surprise that it has already generated a lot of interest and excitement on social media. As the series continues to make waves, it will be interesting to see if Amul follows up with more doodles and commentary on the show’s progress.
Rajesh Pathak, a former BJP MLA and Amul Director, is accused of illegally grabbing more than 160 bighas of land.
Amul, a popular dairy cooperative in Gujarat, has been at the center of a controversy surrounding the alleged land grabbing of over 160 bighas of land by its director, Rajesh Pathak, who is also a former Bharatiya Janata Party (BJP) MLA. According to reports, Pathak, a well-known figure in Gujarat, is accused of misusing his position and influence to grab a large tract of land, allegedly at the behest of high-ranking officials.
The controversy surrounding Pathak’s involvement in land grabbing dates back to 2012, when he was the Director of Amul Dairy. At the time, Amul was given permission to acquire a total of 246 bighas of land for the expansion of its dairy plant. However, instead of using the land for the intended purpose, Pathak allegedly diverted the land to himself, re registering it in his name or in the names of his relatives and associates.
An investigation conducted by the State Level Police Organization (STR) found that Pathak had allegedly involved high-ranking officials from the Gujarat government, including IAS and IPS officers, in the land grab. The STR report also revealed that Pathak had used his position to manipulate documents and collude with officials to facilitate the illegal transfer of land.
The Amul dairy union has been demanding Pathak’s resignation and an investigation into the alleged land grab, but so far, the government has taken no significant action. The union has also accused the government of protecting Pathak due to his political connections.
The controversy has led to widespread protests and demonstrations by the Amul union and other rural communities, who claim that Pathak’s actions have led to the disruption of livelihoods and the potential loss of jobs. The opposition parties, including the Congress, have also demanded action against Pathak and have accused the BJP-ruled state government of promoting crony capitalism and nepotism.
The controversy has also sparked a wider debate on the issues of land grab, corruption, and crony capitalism in Gujarat. The case is being closely watched by the public, who are demanding transparency and accountability from the government and its officials. The controversy has raised serious questions about the role of politics and power in the state and the need for greater accountability in public life.
The Indian beverage market, worth ₹10 billion, is increasingly saturated with products from Campa, Smoodh, and Amul Tru, among others.
Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), the company behind the Amul brand, has launched a new product called Tru, a dairy-based fruit drink priced at ₹10 for 150ml. This move is part of the company’s plan to increase its presence in the low-priced beverage market, which has become increasingly competitive in recent years. The company plans to introduce more beverages at this price point.
The ₹10 price point has become popular in India, as it is seen as an affordable option for the country’s large middle and lower-middle-class population. Other companies, such as Reliance Consumer Products Limited, have also launched products at this price point, including Campa, a brand that has disrupted the low-priced beverage market. The ₹10 price point is expected to account for a significant portion of the market, with the global beverages market estimated to reach ₹1.47 trillion by 2030.
GCMMF’s Tru product competes indirectly with other brands such as Dabur’s Real, Varun Beverages’ Tropicana, Britannia’s Winkin Cow, and Parle’s Smoodh. The company plans to expand its distribution network to increase its reach and volume.
However, the ₹10 market is also expected to face challenges, including inflation, which has forced companies to lower quantities to sell at the same price. Additionally, some analysts have cautioned against aggressive pricing tactics, which can hurt incumbents. Despite these challenges, the ₹10 market is expected to continue to grow, driven by increasing demand for affordable beverages.
Mukesh Ambani, a visionary entrepreneur, is poised to shake up the Indian market as he partners with spin legend Muttiah Muralitharan to launch a new, game-changing beverage, ‘Tutur’s Thirst Quencher’.
Mukesh Ambani, Asia’s richest businessman, has partnered with legendary Sri Lankan cricketer Muttiah Muralitharan to shake up the Indian and global beverage markets. The partnership between Reliance Consumer Products (RCPL) and Muralitharan’s Ceylon Beverage International has granted RCPL the Indian rights to the premium juice brand Sun Crush. With this deal, RCPL will be manufacturing Sun Crush locally in India, making it a major player in the packaged beverage market.
Reliance has adopted an aggressive pricing strategy, with a 200ml bottle of Sun Crush available at a competitive price of Rs 20. This pricing strategy is likely to pose a challenge to other major players in the market, including Dabur’s Real, ITC’s B Natural, Amul Tru, and PepsiCo’s Tropicana. The market is already witnessing tough competition, with variants from Real and Tropicana already available at similar price points.
Reliance’s focus on building its beverage portfolio is evident through its past acquisitions, including the acquisition of Raskik, a local juice manufacturer, two years ago. The company has also secured distribution rights for energy drinks and juices in India, as well as contract packaging for Campa Cola and co-creating an energy drink with Ceylon Beverages.
The Indian beverage market is expected to grow significantly, with a projected value of Rs 1.47 lakh crore by 2030, driven by categories such as carbonated soft drinks, fruit-based beverages, juices, and water. This growth presents immense opportunities for companies like Reliance to expand their presence in the market. With its strategic partnerships and aggressive pricing strategy, Reliance is set to challenge the dominance of major players like Pepsi, Amul, and Tata, making it a key player in the beverage market.
Truck manufacturers team up with Amazon and companies like Amul to co-create electric commercial vehicles for the last-mile delivery revolution.
India’s top truck makers, including Tata Motors, Ashok Leyland, Eicher Motors, and startups like EKA Mobility and Omega Seiki, are partnering with companies like Amazon, Bisleri, Blinkit, and Amul to develop small electric commercial vehicles (e-SCVs) to cater to the growing demand for quick commerce and doorstep deliveries. These e-SCVs are expected to revolutionize the SCV segment, reducing operating costs and helping multinational corporations meet their zero-emission fleet targets by 2030.
Tata Motors, the country’s largest commercial vehicle maker, has seen a 40% growth in demand for its electric ACE SCV in the first nine months of the current fiscal year, with over 70 corporate customers already on board. Eicher Motors, meanwhile, has announced the launch of its Pro X range of e-SCVs, which has been “co-created” with drivers and logistics players.
The demand for e-SCVs is driven by the growing need for last-mile delivery solutions for e-commerce, cold chains, parcel/courier, and FMCG companies. Electric SCVs are up to 50% pricier than their diesel counterparts, but operating costs are significantly lower, making them a more cost-effective option if used for 80-90 km per day. Industry experts predict that 25-30% of the 500,000 annual SCV market will shift to electric vehicles in the next five years.
Companies like Amul, Omega Seiki Mobility (OSM), and EKA Mobility are also exploring the potential for customised electric vehicle solutions for quick commerce, e-commerce, and refrigerated vans, with OSM expecting a major shift to electric vehicles in the next 3-5 years. While the key challenges include battery charging frequency and longevity, companies are working to develop solutions that balance capital expenditure and operating costs.
Overall, the introduction of e-SCVs is expected to accelerate the growth of the SCV segment and help companies meet their sustainability goals, while also benefiting the environment and reducing costs.
Authorities at AMC seize 105 kg of suspected counterfeit Amul ghee.
The Ahmedabad Municipal Corporation (AMC) food department team seized 105 kg of suspected fake Amul ghee from a store in Jashodanagar area. The team received a tip-off about counterfeit ghee being sold at Charbhuja Kirana Store, located at Jashodanagar Chowkdi. Upon inspection, they found seven 15-kg tins of ghee with the label “Shuddh” misspelled, raising concerns about the product’s authenticity. The store’s trader claimed to have sourced the ghee from Hardik Traders near Hatkeshwar Circle, but a raid at the godown found it closed, and it was subsequently sealed by the AMC.
The ghee, branded as Amul, was allegedly being sold at an unusually low price, which led to suspicion. The AMC team’s discovery has raised concerns about the quality and authenticity of the ghee, and the potential health risk it poses to consumers. The matter is currently under investigation, and the stores and godowns involved have been sealed.
This incident highlights the need for stricter measures to prevent the sale of substandard or fake products, particularly in the food industry. As one of the largest cities in India, Ahmedabad has a significant reputation to uphold in terms of maintaining consumer safety and quality standards. The AMC’s swift action in seizing the suspected fake ghee and sealing the Godown is commendable, and it is hoped that this incident will lead to a deeper investigation and action against those responsible.
Amul Rejoices India’s Unstoppable Win: A Toast to the Champions Trophy Victory
Amul, a popular Indian dairy brand, is known for its creative and relatable topicals that capture significant milestones. When the Indian cricket team won the ICC Champions Trophy, Amul responded with a humorous and delightful artwork on Instagram. The topical features India’s captain, Rohit Sharma, proudly holding the trophy and enjoying a butter-smeared slice of bread, while the Amul girl offers another slice with a fresh dollop of butter. The caption, “Always unbeaten, never uneaten. Champions chomp it,” adds a clever wordplay, and a side note proudly declares, “Amul Topical: India wins the Champions Trophy 2025!”
Fans and cricket enthusiasts quickly responded to the post, with many praises and heart emojis. Amul has a reputation for creating witty and celebratory artworks that resonate with the public. Earlier, the brand congratulated Indian fast bowler Jasprit Bumrah on becoming the ICC Cricketer of the Year with a topical featuring him and the Amul mascot, with the text, “Bumeroh Uno.” The posts received an overwhelming response, with many comments and emojis.
Amul’s topicals are not only entertaining but also engaging, making them a hit on social media. The brand has a knack for capturing the essence of significant events and transferring that energy to its artworks. In an era where social media dominance is crucial, Amul has successfully carved out a niche for itself as a relatable and creative brand.
The Fate that Eluded, India’s Leading Dairy Brand Almost Chose a Different Route
Amul, India’s beloved dairy brand, nearly didn’t bear its current name. When Dr. Verghese Kurien and his team were tasked with naming the brand, they faced significant challenges. Marketing experts advised against using an Indian name, believing that foreign-sounding names would be more appealing to Indian consumers. However, Dr. Kurien was adamant about using an Indian name. He chose “Amul,” a combination of “Anand Milk Union Limited” and the Sanskrit word “Amulya,” meaning “priceless” or “invaluable.” This name was more than just a brand label; it reflected Kurien’s dream of creating a self-reliant dairy industry in India, where farmers had control over their milk production and distribution.
Despite the marketing team’s resistance, Dr. Kurien persisted, and his choice of name has become iconic. Amul has since transformed from a small cooperative in Anand, Gujarat, to a symbol of India’s dairy industry. The brand’s success is a testament to the power of vision, determination, and belief in Indian-made products. Today, Amul is one of the largest dairy brands in the world and an emblem of India’s self-sufficiency and growth in the global market.
The choice of the name “Amul” has been widely acknowledged, with many praising Dr. Kurien’s persistence and vision. The brand has become an integral part of millions of households across India, and its story has been shared on social media, with users commenting on the Kurien video, with one user writing, “Legendary story.” Dr. Kurien’s legacy continues to inspire, and his choice of name for Amul has become an important part of Indian history and culture.
Amul plots a patient and gradual expansion in Tamil Nadu, according to its Managing Director.
Amit Vyas, the Managing Director of Amul (Anand Milk Union Limited), announced plans to expand their presence in the dairy market in Tamil Nadu, starting with the production of organic fertilizers. According to Vyas, Amul will procure cow dung directly from farmers and cattle owners to produce fertilizers in their facility in Namakkal, which is expected to start production within 10 days. The fertilizers will be available in powder, granule, and liquid forms and targetted for the markets in Tamil Nadu, Kerala, and Andhra Pradesh.
Vyas also mentioned that Amul has already made a foray into the Tamil Nadu dairy market, selling butter, cheese, and ice cream, and plans to enter the milk market soon. They will supply milk from their Chittoor plant in Andhra Pradesh to Bengaluru and have already started selling curd in Chennai. The goal is to support local milk cooperative societies and increase farmers’ income, rather than competing with other milk procurement societies. Vyas noted that Amul pays approximately 80 paise back to farmers for every rupee earned.
The organization’s strategy in Tamil Nadu will be to focus on sourcing milk and other dairy products locally, which aligns with their philosophy of supporting local farmers and communities. Vyas expressed his enthusiasm about the reception of Amul’s organic products, including fertilizers, at the agriculture exhibition in Trichy, saying he was “overwhelmed” by the response. With this expansion into new markets, Amul is positioning itself to strengthen its presence in the South Indian region.