India’s popular food and dairy brand, Amul (Anand Milk Union Limited), has been positioned as the world’s strongest food and dairy brand by consultancy firm Brand Finance, UK. The company has also retained the title of the world’s strongest dairy brand for the fourth consecutive time. 

Brand Strength Index (BSI) Score

The company has risen from the second strongest food brand in 2023 and clinched the top spot this year with a Brand Strength Index (BSI) score of 91.0 of 100 and AAA+ ratings. 

Ownership and Cooperative Structure

Amul is under the ownership of Gujrat Cooperative Milk Marketing Federation Limited, the Department of Cooperation, and the Government of Gujrat. It is controlled by more than 3 million milk producers. 

The company shared this significant achievement via their official Facebook handle, stating, “We are pleased to inform you that Amul is ranked as the strongest food brand and strongest dairy brand in the world as per Food & Drink 2024, the annual report on the most valuable and strongest food, dairy, and non-alcoholic drinks brands by Brand Finance, the world’s leading brand consultancy.” 

“Amul’s brand strength is attributed to its strong performance in familiarity, consideration, and recommendation metrics,” the company further said. 

The company’s unique branding strategy, rooted in its cooperative structure and impactful marketing campaigns, has made Amul retain its position as a household name in India. The company has 85% share in the Indian butter market and 66% market share in cheese, contributing to great success. 

Exclusive Indian Brand in Top 50 Global List

It is to be noted that, among the list of 50 global brands listed in this year’s report, Amul is the only Indian brand to accomplish this remarkable milestone. 

Jayen Mehta, Managing Director of Amul, while marking this triumph, emphasized the deep-rooted trust the company has created among its consumers. “This is indeed a proud moment for the entire Amul team and our 36 lakh farmers, who have contributed to build and nurture this brand. We have always believed Amul’s currency is not milk but trust, and it is this trust that has created the brand that is loved by every generation of consumers over the last 78 years.”. 

Moreover, in the fiscal year 2023-24, Amul Dairy has a turnover of Rs 12,880 crores, which is a 9% surge in comparison to its previous financial years. The company annually procures around 11 billion liters of milk, worth Rs 80,000 crore. 

Amul offers a wide range of dairy and food products, including milk (fresh, flavored, and powdered), butter, cheese, ghee, curd and yogurt, paneer, ice cream, buttermilk, lassi, sweets, bread spreads, etc.

Historical Significance

It was founded by Tribhuvandas Kishanbhai Patel, who served as its chairman until the 1970s.  Patel successfully led farmers against the unfair trade practices of British traders and established Kaira District Co-operative Milk Producers’ Union Limited on 14th December 1946 which became Amul, later on. 

 The company also encouraged India’s White Revolution, which made the country the world’s largest dairy product producer. 

The company has achieved numerous milestones over the years and emerged as the world’s top dairy product seller. It is the first and only organization to get an ISO 9000 certification for its farmer cooperatives. Being founded in India, the company has also established its global presence in many countries around the world, including China, Hong Kong, Mauritius, and Japan.