Amul products have been in use in millions of homes since 1946.

Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amoolya have made Amul a leading food brand in India. Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organization. And of a proven model for dairy development. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

Character/ Mascot

Name Logo

Brand Element
URL
Jingle

Tagline/ Slogan

1. 2. 3. 4. 5.

Brand Name: Amul is the acronym of Anand Milk Union Limited. The Logo: (www.amul.com) The Slogan: The taste of India The Jingle: Utterly, butterly, delicious..Amul. The Mascot: The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in red polka dot frock with 'utterly butterly delicious jingle.

Amul pasteurized processed cheese Amul cheese spreads Amul emmentel cheese Amul pizza mozzarella cheese Gouda cheese

Amul pure ghee Amul cooking butter Amul malai paneer Utterly delicious pizza Masti dahi

Amul ice cream Amul Shrikhand Amul mithai gulabjamun Amul chocolates Amul lassi Amul basundi

Nutramul Amul shakti health food drink

Margarine Amul butter Amul lite Delicious table.

Amul kool milkshake Nutramul energy drink Amul kool flavoured bottled milk Amul Masti spiced buttermilk Amul kool thandai.

Amul spray infant milk food Amul instant full cream powder Sagar skimmed milk powder Sagar tea, coffee whitener Amul dairy whitener

Amul fresh milk Amul gold milk Taza double toned milk Amul lite slim and trim milk Amul fresh cream Amul shakti toned milk Amul calciplus

Category Butter Milk powder cheese Ice- cream Sweets

Market share 85% 40% 50% 24.75 50%

Market position 1 1 1 2 1

Chocolate drinks
chocolates

90%
10%

1
3

Farmers
Village Cooperative Societies (without Chilling Units) Network Services * Veterinary Services * Animal Husbandry * Animal Feed Factory * Milk Can Producers * Agriculture University * Rural Mgmt Institute * Trucking Facilities

Village Cooperative Societies (with Chilling Units)

Local Restaurants/Other Milk related businesses

Milk Sold to Village & Local Residents

Milk Processing Union & Warehouses Warehouses

Chilling Plants

Wholesalers/C&S Retailers Home Delivery Contractors

CONSUMERS

CONSUMERS

 AMUL sponsored the Singing Competition AMUL Star Voice of India, Amul music ka maha mukabla