Abstract
Anand Milk Union Limited (AMUL) formed in 1946 at ANAND district in the state of Gujarat, India. Amul has spurred the WHITE REVOLUTION of India which has made the India largest producer of milk & milk products in the world. It is also the world’s biggest Vegetarian Cheese Brand. Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong & a few South African Countries. Its bid to enter Japanese market in 1994 but had not succeeded, but now it has fresh plans of flooding the Japanese market.The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.AMUL has taken initiative of penetrating into new segments of customers with new marketing strategies. With great brand impact it is going to be still more successful in future.
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