Amul – Story of India’s beloved brand

My pick for today is Amul – the “Utterly Butterly Delicious” brand that has buttered my bread since ages.

Since childhood, till date, I have always enjoyed reading the witty catchphrases on the billboards from which the polka dotted Amul girl with a puff pony on her head would state her stand on contemporary events.  

The name “Amul”, derived from a Sanskrit word “Amoolya” meaning priceless, is also an acronym for Anand Milk Union Limited. The name suggested by a chemist in Anand, was registered in 1957, and went on to become one of the most recalled household names in India.

The force behind creation of India’s loved brand Amul was Dr Verghese Kurien, fondly remembered as the Father of India’s White Revolution.

Amul Logo


Amul – It all began at Anand


Going back into history, a dairy by the name of Polson, at Anand (in Kaira district) in Gujarat, supplied butter to the British Army and milk to Bombay. Monopolizing the market in 1945, Polson sold milk products at higher prices while coercing the farmers to sell milk to the dairy at lower prices. Fed up of daily exploitation, the farmers took the advice of Sardar Patel and formed Kaira milk cooperative in 1946.

It was in the year 1949, that Dr Verghese Kurien arrived in Anand to manage the dairy and stayed back in Anand to take the cooperative movement ahead.

Under the guidance of Dr Kurien, the procurement capacity of the cooperative increased by leaps and bounds. The World’s first plant to manufacture milk powder from buffalo milk was inaugurated at Anand in 1955. During the 1962 war against China, Amul cooperative in collaboration with the Rajkot dairy served the nation’s interest by supplying milk powder to the Indian army.

In 1973, Kaira co-operative handed over the brand name Amul to the Gujarat Cooperative Milk Marketing Federation (GCMMF) that was established to market milk and milk products for six district cooperative unions of Gujarat.


Dr Kurien



The polka dotted Amul girl


The polka dotted Amul Girl was created by Sylvester daCunha (daCunha Communications) to counter the Polson dairy girl. “Utterly Butterly Delicious”, was the best baseline a brand has ever had.


Verghese Kurien gave the creative team of Eustace Fernandez  and Sylvester daCunha, a free hand to create the topical advertisements without approval from Amul.

Lately, though, some of the satirical messages got the campaign’s makers daCunha Communications into legal wrangles.

Amul's India


Amul  – the brand represents a movement 


The efforts of Dr Kurien kick started the White Revolution or the Operation Flood, which resulted in India turning from a milk deficient country to one of the largest milk producing countries in world.

The ownership of the brand by the farmers gave them the will power to face and overcome all odds. The model became a proven model for dairy development and was replicated in other parts of India.

Amul, is a symbol of high-quality products sold at reasonable prices.

The Amul movement is representative of the economic freedom of farmers. It has empowered thousands of village women, who benefit at the grass-root level by selling milk to Amul.

The vast co-operative network, with 10000 dealers and 10 lakh retailers, is also India’s largest exporter of Dairy Products to places such as USA, Gulf, Singapore, Philippines, Japan, China and Australia.

Amul butter, milk powder, packaged milk , ghee, cheese, shreekhand etc are used in millions of homes since 1945.


Which of these Amul products do you use the most?


Image source : Facebook page of Amul

If you believe that any image used on this site infringes your copyright, please inform and it will be removed.


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  • author's avatar

    By: Somali K Chakrabarti

    Hi there ! I am a management and leadership coach and a ‘çlinical blogger’. Well, that’s what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

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join me on this journey to know the stories of some great brands.

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About the author

Somali K Chakrabarti

Hi there ! I am a management and leadership coach and a 'çlinical blogger'. Well, that's what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

Readers Comments (22)

  1. bhudeb chakrabarti May 9, 2015 @ 1:41 am

    Amul our very own brand has become a part of our life . Thanks for providing so many facts about Amul which I did not know earlier.

  2. Amul is one of the strongest Indian brands with a great storyline. The way they connect with the markets is guess one of the most unique globally the mascot being the ageless Amul girl and the message being a mix of humor and a stand of the common Man on any recent event which makes people connect more to the brand and products. Of course to survive nearly six decades in a unforgiving market is a good testament of the products quality.

  3. Amul- a brand with which even a kid can relate. Great article, Somali… (y)

  4. That’s informative and such a good post to read Somali 🙂 Thanks for sharing 🙂 Amul and the polka dot girl.. who doesn’t know them! 🙂 Thanks again!

    • Thank you Shashank for stopping by and sharing your thoughts. I have always been intrigued by the fact how these great brands creep into our lives and become a part and parcel of it. Good to know that you found it informative.
      Just had a peak into your blog. Your 5 sentence fiction Vulnerable story appears to be interesting. Hopping there right away.
      Hope to see you here again, 🙂

      • I am sure reading many more posts for it’s just not the brand u r writing but the connection and that’s unique yet so mast! 🙂 U ll find me around Somali and thanks for stopping by! 🙂 (also, clinical blogger caught my eye :D)

  5. Thanks for sharing, most of us are related to this brand…

  6. Amul is always on our table and glad to read on my favorite butter spread, of course the cute pony tail girl. The story of every Indian’s morning:)

    • True Ranveer….since the last so many decades the butter has found its way into our refrigerators…and the cute girl is liked by one & all. Think the rasna girl’s look (remember the ad?) was also modeled more or less on the Amul girl’s look. Thanks for stopping by. Do keep visiting for more brand stories. 🙂

  7. Can’t think of a breakfast without Amul butter and milk. Love Amul cheese too 😛 🙂 This article is ‘utterly butterly’ wonderful, Somali. Thanks for it.

    • Thank you Moon. Besides the awesome butter and cheese another point to be noted is that organizing themselves into a community helped the farmers to beat all odds, and motivated them to work hard as well.

  8. The best thing I like about Amul is the advert they churn out on every occasion

    • Thanks Rajat. That’s possible due to minimal or no interference of Amul (GCMMF) in the work of daCunha Communications. They do not have to wait for approval from Amul to put up the ads. Less bureaucracy allows them to be creative and come up with the topical ads in a very timely manner.

  9. Hello Somali Ma’am

    This is my first visit to your blog and definitely it is not going to be last. Thank You So Much for such a lovely post. So much informative and knowledge based post. I hardly came across such a wonderful post.

    Thank you again for such a awesome post


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