20 Lakh Shops, 36 Lakh Farmers और ₹90,000 Cr का Brand! | Amul Success Story | Case Study

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Amul Case Study – From Farmers’ Struggle to India’s Dairy Revolution

In 1946, farmers in Anand, Gujarat, came together to fight exploitation by middlemen. With the support of Sardar Vallabhbhai Patel and Morarji Desai, they formed a small milk union that would later become Amul, India’s largest dairy cooperative.

What began as a movement for justice has today turned into a ₹65,000 crore empire that collects 3.5 crore liters of milk every day, works with 36 lakh farmers, and delivers products to over 20 lakh stores.

Guided by Dr. Verghese Kurien, the Milkman of India, Amul led the White Revolution, making India the world’s largest milk producer. From the iconic Amul Butter Girl campaign to innovations like buffalo milk powder and a self-owned distribution network, Amul became a global case study in leadership, innovation, and cooperative success.

Amul today is not just a dairy brand, it is an institution that empowered millions of farmers and changed India’s economy forever. Its portfolio includes household favorites like Amul Butter, Amul Milk (Gold, Taaza, Slim-n-Trim), Amul Cheese, Amul Ghee, Amul Fresh Cream, and the sweetened condensed milk Amul Mithai Mate. These products have made Amul a trusted name in every Indian kitchen.

While regional brands like Saras, Mother Dairy, and Nandini are popular in certain states, Amul continues to have a strong grip on the national market with its wide distribution and farmer-centric cooperative model.

Here’s what you’ll learn in this video:

How Amul was born out of a farmers’ movement against exploitation

Why its cooperative model became the foundation of India’s White Revolution

How product diversification and marketing made Amul a household name

The business model that keeps Amul profitable and sustainable

Lessons in leadership, management, and execution for entrepreneurs

Amul is not just a brand, it is an institution that empowered millions of farmers and changed India’s economy forever.
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