Get a Free Consultation

Ready to start your brand journey?

Begin with a free consultation.

Full Name

Enter full name

Contact Number

Enter contact number

Enter valid contact number

Email Address

Enter email address

Enter valid email address

Thank you for your request. We will get back to you within 24 working hours

Book Now!
  • 4 Aug 2022

  • 4 Aug 2022

Amul Business Model: The Taste of India


Amul is an Indian Dairy Cooperative Society, headquartered in Anand, Gujrat. It was the year 1946 when the poor farmers in Gujrat were exploited as they were paid very low prices. The exploitation of both farmers and consumers gave birth to the idea of cooperative organization which was suggested by Sardar Vallabhbhai Patel and former prime minister of India Morarji Desai. The major minds behind the implementation who actually turned this idea into reality were by the virtue of the superior leadership of Tribhuvandas Patel and Dr. Verghese Kurien.

The objectives of Dr. Kurien were clear - a value for money that is affordable for consumers, and value for many that are profitable for farmers. 80% revenue of the firm was given to farmers, which makes Amul the largest profit-sharing company in the world. It stands at the top of its competitors in the field of most selling products in butter, milk, and ice-creams. The Amul brand has given the farmers the courage to live, hope, and dream.

Amul name means priceless in Sanskrit and the word AMUL stands for Anand Milk Union Limited. It produces butter and spreads, cheeses, sweets, milk, ghee, milk powder, condensed milk, ice cream, chocolate, lassees, and other milk-based drinks.

Advertising and marketing mark its importance in being the key elements in bringing the phenomenal success of Amul. In 1966, its advertising campaign launched the Amul Moppet, which was a small chubby-faced girl on advertising hoardings.


GCMMF endeavors to satisfy the taste and nutrition requirements of the customers, of the world through excellence in marketing by their committed team. Through co-operative networking, they are committed to offering quality products that provide the best value for money.


To provide more and more satisfaction to the farmers, their customers, employees, and distributors.


Amul, founder, Dr. Verghese Kurien

Dr. Verghese Kurien was born on 26th November 1921. He brought success to Amul. He was associated with KDCMPUL since 1950. He had a great understanding of the business. The company started focusing on quality, variety, advertising, and also innovation under the guidance of Dr. Kurien.

Dr. Kurien asked H.M. Dalaya, the Indian Dairy Engineer, and developed skimmed Milk and Milk powder from Buffalow Milk. Here came the twist and Amul got success and prosperity in hundredfold.

Business Model

Amul works in a three-tiered structure. In every village, the Village Dairy Cooperative Society is formed, where the Milk producers are a member of the Village Dairy Cooperative Society, which elect their representatives.

These representatives manage District Milk Unions, which takes care of the Milk and its products and manages its packaging and processing. These products are sold to the State Milk Federation, which acts as the distributed and sells the products in the market.

Farmer organizations directly sell products to consumers through the state milk federation. The intermediaries are eliminated which provides good income to the farmers.


Amul, products

Amul Milk

UHT Milk, Lactose-Free Milk, Amul Camel Milk, Desi A2 Cow Milk, Amul Cow Milk, Amul Gold, Amul Taaza, Slim Trim Milk, etc.

Bread Spreads

Choco Buttery Spread, Amul Lite, Delicious Fat Spread, Unsalter Butter, Garlic Butter, and Safed Makkhan.


Amul Processed Cheese, Emmental Cheese, Gouda Cheese, Pizza Mozarella Cheese, Diced Mozarella, Diced Blend Cheese, Diced Cheddar Cheese, and Processed Pizza Cheese.


Malai Paneer, and Fresh Paneer.


Amul Fruit Dahi, Masti Dahi, Meetha Dahi, Premium Dahi, and Low Fat Dahi.

Cheese Sauce

Pizza Sauce, Jalapeno Sauce, Mexican Salsa Sauce, and Green Chutney Sauce.

Beverage Range

Amul Flavoured Milk, Amul Lassi, Masti Buttermilk, Pouch Butter Milk, Amul Memory Milk, Double Chocolate Milkshake, Immunity Shot Range, Amul Dark Chocolate, Banana Milk Shake, Kool Cafe, Kadhai Doodh, Irish Drink Mocktail, Vanilla Milkshake, Pina Colada Mocktail, Kool Koko, Stamina Can, Nutramul Energy Drink, and many more.

Ice Cream

Butterscotch, Choco Crunch, Black Currant, Cookie Crunch Delight, Choco Vanilla, Pista Badam, Rajbhog, Chocolate Brownie, American Nuts, Kaju Draksh, Kesar Pista Royal, Vanilla Royal, and others.


Amul Ghee, Cow Ghee, High Aroma Cow Ghee, etc.

Milk Powder

AmulT Special, Spray, Amul Amulya, Amul Sagar, and Sagar Tea Coffee Whitener.


Classic Dark Chocolates, Premium Dark Chocolates, Single Origin Dark Chocolates, Exotic Milk Variants, and Exclusive White Chocolates.

Fresh Creams

Amul Fresh Creams, and Whippings.

Happy Treats

Aloo Tikki, Frenc Fries, Hash Brown, Potato Wedges, Veg Burger Patty, and Veggie Stix.

Bakery Products

Butter Cookies, Chocolate Cookies, Butter Nankhatai, Cheese cookies, high protein cookies, and others.

Amul Peanut Spread

Amul Peanut Spread Creamy and Crunchy.

Amul Puffles

Cheesy Burst, Puffles Fiery Pery Pery, Puffles Pudina Pataka, and Puffles Tango Mango.

Mithai Range

Amul Shrikhand, Gulab Jamun, Basoondi, Avsar Laddoo, Rabri, and Kaju Katri.

Amul Cattle Feed

Amul Cattle Feed, Buffalo Special, Power Dan, Pregnant Feed, Super Dan, Calf Feed, Power Mixture, Anomin, Bovi Plus, Cow Kool, Ferti Boost, Hoof Shield, and others.

Revenue Model

Amul, Revenue model

The revenue model of Amul shows that in the year 2011 the company earned Rs. 97.74 Billion, and Rs. 116.68 Billion in 2012.

It earned Rs. 137.35 Billion in the year 2013, Rs. 181.43 Billion in 2014, Rs. 207.33 Billion in 2015, and Rs. 229.72 Billion in 2016, and Rs. 270.43 Billion in 2017.

The company earned Rs. 292.25 Billion in 2018, Rs. 329.6 Billion in 2019, Rs. 385.5 Billion in 2020, and Rs. 392 Billion in 2021.

[The images are being taken from the registered companies and belong to their respective owners only.]