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The business model of Amul, renowned for its cooperative structure, has transformed India’s dairy industry. This article delves into Amul’s market share, product offerings, target audience, revenue model, and marketing strategies, providing a comprehensive analysis of the brand’s success and innovation.
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Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Updated on: Aug 26, 2024
The Amul business model is a cooperative structure that aggregates milk from small farmers, processes it into various products, and distributes it through an extensive network.
The Amul cooperative model involves village-level cooperatives collecting milk from farmers, which is then processed and marketed by Amul, ensuring fair prices and sustainable livelihoods.
Amul offers a wide range of dairy products, including milk, butter, cheese, yoghurt, ice cream, and milk-based beverages, along with some non-dairy items like chocolates and bakery products.
Amul's target audience includes urban and rural consumers, health-conscious individuals, children, and families, catering to diverse demographics with its extensive product range.
Amul's revenue model is based on the sale of its dairy and related products, with significant revenue generated from both domestic sales and exports.
Amul's business model aims to empower farmers, ensure fair prices, provide high-quality dairy products, and maintain supply chain efficiency.
Amul's marketing strategies include the iconic Amul Girl campaign, creative advertising, and a mix of traditional and digital media to engage consumers.
Amul's top competitors include Mother Dairy, Nestle, Britannia, Parag Milk Foods, and Dairy Day, all significant players in the dairy industry.
Amul has implemented automated milk collection units, quality testing equipment, advanced processing technologies, and digital initiatives like mobile apps and online platforms.
Amul's CSR initiatives focus on education, healthcare, rural development, sustainable farming practices, and reducing its environmental footprint.
Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.
Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.
Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.