Reasons for the Success Story of Amul: An Empirical Study of Customers' Opinions

Abstract

Amul is derived from the Sanskrit word "Amulya," which means valuable or priceless. This paper examines how the dairy product company has reached the level of excellence as one of the leading corporate players. It all began 75 years ago when impoverished farmers with little cattle banded together to establish a rural dairy organization. The fundamental purpose has been emphasized with a quick summary of the practices responsible for the brand's extraordinary development and success (Carroll & Shabana, 2010). Implementation of solid marketing and ethical tactics will be the focus of this study about the management of this enormous endeavor to become Asia's biggest dairy products producer. The progressive work of Amul inspired India's "White Revolution" by improving the lives of rural people in order to increase output and meet the rising demand for healthy, nutritious food in society. This also focuses on the company's innovative advertising and the brief description of the high-quality standards mantras responsible for the company's phenomenal growth and success. The company was concerned with dairy farmers and product consumers as the nation battled to contain the covid virus-19 pandemic (Uddin et al., 2020). During the lockdown, most dairy product companies decided to reduce media spending, but Amul continued to promote its brand by educating the public about the importance of covid-19 guidelines. Amul chose to alter its marketing techniques by forming its cooperative organization, which became a turning point in the dairy growth program for the nation. Amul's establishment of eco-friendly operations to meet growing demand and achieve more success is contingent on the company's motivated and devoted employees in producing safe foods and goods. The dairy company's growth concerning other dairy products occurred despite its exposure to several difficulties and formidable market competition. The tenacity and labor of poor farmers and livestock owners enabled them to become entrepreneurs and sustain their way of life (Ferroni & Zhou, 2012). The endeavor demonstrated that Amul is invaluable in every way, and we must protect it. Therefore, it is not self-serving since it always assures that the profits gained are dispersed equitably for the benefit of farmers and socioeconomic advancement. A standard questionnaire with a five-point interval scale was used to gather data from 119 respondents.