AMUL: THE BUTTER THAT BUILTS A NATION- AN IN-DEPTH ANALYSIS OF ICONIC BRANDING OF AMUL AND ITS MARKETING STRATEGY

Abstract

The Indian dairy cooperative Amul has become a recognizable brand known for its innovative advertising strategies and marketing techniques. Also, the "Amul Taste of India" campaign, which celebrates India's rich culinary heritage, has brought customers united around the Amul brand. Amul also actively supports social causes, which enhances its reputation as a trustworthy brand. Setting industry standards for purity and freshness, Amul's extensive distribution network ensures product accessibility throughout India, even in remote locations. Through exports and tactical alliances, its global footprint keeps growing.This abstract examines the growth of Amul's branding and its clever marketing strategies, which have helped it become well-known both domestically and abroad.