Articles in Amul
April 13, 2020
Ritwika Gupta reviews marketing initiatives by Amul, Burger King and Manulife.
August 6, 2019
RS Sodhi on the secret sauce that fuels Amul.
June 12, 2019
Rahul da Cunha can't take a holiday. And it's because of you.
November 14, 2017
RS Sodhi helps us understand how GCMMF became India’s largest food product marketing organization, hawking a slew of brands in over 450 stock-keeping units.
July 26, 2017
The $4.1 billion dollar organization is not situated in Mumbai or New Delhi, but tucked away in Anand in Gujarat, about 45 minutes from Baroda. The organization is the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), India’s largest food product marketing organization, hawking a slew of brands in an astonishing 450 stock-keeping units. Considering the size, GCMMF is extraordinary nimble, having built a capability to launch new products within 60-90 days of conceptualization. 85% percent of their revenue is spent on their most critical raw material, milk. Advertising, the second largest cost head, is a mere 1% of their revenue. How does Amul achieve these metrics?