What is the full form of AMUL

AMUL: Anand Milk Union Limited

AMUL stands for Anand Milk Union Limited. It is a milk product cooperative dairy company based in the small town of Anand in the Gujarat state of India. Amul is the largest producer of milk products and milk in India. The organization is credited with bringing the white revolution to India and is hailed as a successful cooperative business model that has empowered village men and women. It has created mini-entrepreneurs out of ordinary village women.

Today, AMUL is a renowned brand which is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). This cooperative body is owned by more than three million milk producers and its products are available in more than forty countries. During the years 2014 and 2015, its revenue was more than three billion dollars.

History

Amul was established on December 14^th, 1946 as a cooperative dairy in the small town of Anand in the Khaira district in the state of Gujarat. This company was founded by Dr. Verghese Kurien and Tribhuvandas Kishibhai Patel and it is the start of the white revolution.

At present time, R.S. Sodhi is the CEO of this company since 30^th June 2010.

Usage

Amul produces a wide range of milk products like flavored milk, cheese, Butter, Ghee, Dahi, Milk powder, Chocolate, Shrikhand, Ice cream and many other types of dairy products. It has also launched a brown beverage; Amul Pro similar to Horlicks and Bournvita. In 2006, it has launched its first sports drink by the name of Stamina. The most famous product of Amul is Amul butter. Amul gains much popularity with a new poster/ billboard every month for the last 50 years. The inspiration behind the poster is a current event, idea or happening.

Three-tier model

Amul's three-tier model is a wonderful system that operates with simplicity and excellence. Each body performs well in a three-step procedure that it follows. These are the three tiers:

1. Each factory is a member of the village dairy cooperative society, which serves as a community for manufacturers.
2. District Milk Unions are made up of the delegates that the members of the Village Dairy Cooperative Society elect.
3. State Milk Federation: This organisation is in charge of marketing and distributing products.

The Umbrella Brand

The method uses an umbrella-style marking strategy. The majority of product classifications developed by other associations use Amul as its foundational brand, including those for fluid milk, milk powders, margarine, ghee, cheddar, cocoa items, sweets, frozen yoghurt, and consolidated milk. The variations included in Amul's sub-brands include Amulspray, Amulspree, Amulya, and Nutramul.

The Safal brand is used for natural product beverages, while the Dhara and Lokdhara brands are used for pleasant oil products. Jal Dhara is the name of the mineral water line. By insisting on an umbrella brand, GCMMF successfully avoided association conflicts and made it possible for its customers to work together to produce goods.

The Amul Girl (The Amul Advertising Campaign)

Sylvester da Cunha, the general director of an advertising agency, was engaged by Amul in 1966 to create an advertisement for Amul Butter. The campaign was created by DaCunha as a collection of hoardings with relevant topical advertisements. It was well-liked and set a Guinness World Record for the world's longest-running advertising campaign.

In the 1980s, Bharat Dabholkar and Kumar Morey, two cartoonists, were hired to create the advertising for Amul. Dabholka, however, disagreed with the practise of using famous people in commercials. Dabholkar gave chairman Verghese Kurien credit for fostering a free environment that aided in the development of the advertisements.

The company's advertising mascot for promoting the brand is the Amul girl. The brand's longest-running advertising campaign has cleverly utilised the cartoon character. The Amul girl is employed in its print advertisements to provide humour.

Amul has experienced increased consumer interaction thanks to advertising that were well-received by Indians. Amul's brand recall value improved. One of the best Indian advertising ideas is frequently cited as the Amul girl advertising campaign.