Unlocking in the Lockdown: Amul`s Surge during Testing Times

Case Code: MKTG423
Case Length: 12 Pages
Period: 2019-20
Pub Date: 2020
Teaching Note: Available
Price: Rs.300
Organization : Gujarat Co-operative Milk Marketing Federation Limited ( Amul)
Industry :Food & Beverage
Countries : India
Themes: Marketing Strategy/ Direct to Consumer/ Advertising & Promotion/Crisis Management
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


Amul, an Indian dairy cooperative society, was based in the Anand district of Gujarat state in India. It was spearheaded by Tribhuvandas Kishibhai Patel (Tribhuvandas) under the guidance of the then Deputy Prime Minister Sardar Vallabhbhai Patel during the 1940s. Tribhuvandas founded Kaira District Co-operative Milk Producers’ Union Limited in 1946 with the objective of providing marketing facilities to the milk producers of Anand district in Gujarat. He served as its founding chairman. In 1949, Tribhuvandas hired Verghese Kurien (Kurien) to help and guide the technical and marketing efforts of Amul. Born into a wealthy Syrian Christian family in Kozhikode in the southern state of Kerala, Kurein was an engineer and a social entrepreneur. He was regarded as the architect of India’s “white revolution” that transformed the country from an importer of dairy products into the world’s largest milk producer. The Kaira District Co-operative Milk Producers’ Union, under the leadership of Kurien, selected the name Amul, which was derived from the Sanskrit word amulya, meaning priceless. In 1955, the Kaira District Co-operative Milk Producers’ Union Limited established the brand name Amul and decided to hand over the brand name to a cooperative body called the Gujarat Co-operative Milk Marketing Federation Limited (GCMMF). In 1965, Tribhuvandas handed over the chairmanship to Kurien, under whose guidance the organization started to grow rapidly. Kurien was credited with making Amul a household name in India in his more than 30-year-long career (1973-2006)...

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