AMUL was established in 1946 as a cooperative dairy in Anand, Gujarat and has since grown to become the largest food and beverage conglomerate in India. AMUL follows a strategy of low prices, high quality, strong supply chains, relationship building, and adopting new technologies. It is known for its iconic "Amul Girl" advertising campaign featuring a little girl representing the cooperative. Through umbrella branding and mass advertising, AMUL has successfully promoted its dairy products as "Utterly Butterly Delicious" to Indian consumers.

1. Presented byD * VIVEK JAIN

2. INTRODUCATION & HISTORICAL GROWTH OF AMULABOUT AMUL

3. AMUL IN 1946 KARIA DISTRICT CO-OPRATIVE MILK PRODUCERS UNION LTD.AMUL in 1954

4. IN 1973 AMUL SET UP A MARKETING AGENCY NAMED GUJARAT CO-OPRATIVE MILK MARKETING FEDERATION. Now AMUL

5. STRATEGYLow price strategy

6. Maintain quality

7. Strong supply and distribution channel