Amul vs. Kwality Walls-Ice Cream Ad War

GCMMF owed its beginnings to The Kaira District Co-operative Milk Producers Union Ltd., a co-operative of several small dairy farmers formed in 1946. Over the years, several other small co-operative societies joined in, leading to the establishment of GCMMF in 1973. As of 2017, GCMMF comprised 18,549 village societies, 18 District Cooperative Milk Producers Unions, and 3.6 million independent milk producers. All over India, it had 56 sales offices, 10,000 dealers, and one million retailers. Considered India’s biggest dairy cooperative, it marketed its products under the ‘Amul’ brand. Its product range included milk, ghee, butter, milk powder, cheese, ice cream, chocolates, cottage cheese, health beverages, and traditional Indian sweets. As of 2017, Amul’s market share in the Indian ice cream market was 32%...