Abstract

The case is about India-based milk and milk products brand Amul’s repositioning strategy. It discusses how a traditional Indian brand repositioned itself to meet changing consumer preferences. The case highlights the initiatives taken by Amul to reposition its brand so that it would appeal to the youth segment.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the repositioning strategy of Amul brand in India.
• Evaluate the market situation in the Indian dairy market.

Keywords

GCMMF, Amul, brand, brand positioning, brand repositioning, cooperative, strategy, brand portfolio, sponsorship