“The Taste of India
lies not in the blinding lights
of imported names on high rises and malls,
but in the narrow, dim and forgotten
alleys still feasting on its authentic recipe.”
-The Blossoming Chrysalis.
Whenever I would go grocery shopping, my mother would ask me to buy dairy products from nowhere else but Amul. Since childhood, I developed a liking for Amul’s products and no other dairy brands seemed to content my taste buds. Right from the milk in the morning, butter spreads on the bread, paneer, and cheese on the pizza to ice creams and flavored milk, Amul is the only dairy brand that has had a predominant place in my house. The brand has created a sense of trust in the minds of customers with its wide portfolio of products and its quality which makes my mother put its products in her grocery basket every month. The fact that there’s a diverse SKU range to choose from in various sizes and prices makes Amul an economical choice for most middle-class households just like mine.
Amul, a brand that shares a legacy of almost 74 years, has won the hearts of a billion people for generations. India was a milk deficit country in 1946. Today, it is the largest milk producer in the world and the credit goes to Amul. It has expanded itself into various product lines maintaining its top-notch quality standards. Being an indigenous brand, which helps Indian farmers earn their livelihood, I have due respect for this company and wherever possible I try purchasing Indian products.
The “Utterly Butterly” girl of Amul has been omnipresent on billboards and newspapers for a really long time. Since childhood, the only thing I used to look in newspapers was the advertisements of Amul. I love the way they play with words to depict a bigger picture. In my childhood, I enjoyed sketching the “Amul Girl” and various ads that featured in newspapers. Amul has always kept its branding in sync with the current happenings in the world and never fails to portray it in the most amusing and humorous ways to attract the eyeballs of the consumers. It is a very innovatively advertised and aptly positioned campaign and has featured in Guinness Book of World Records for being the Longest Run Campaign ever.
Amul is the gift of hard work done by the father of the White Revolution, Dr. Verghese Kurien. He transformed India from a milk insufficient nation that imported milk from other countries, into the World’s biggest milk producer. Amul has won many awards, accolades and recognitions in the world. Its presence on the Global Dairy Trade (GTD) platform, where only the world’s top six players sell dairy products, is a testimony to this fact.
The tag line of Amul, “The Taste of India”, itself captures the essence of the products and the brand at large. Also, during the COVID-19 lockdown, on high demand, Amul had telecasted its old classic ads featuring Mahabharata and Ramayana evocating nostalgia amongst everyone. The polka-dotted, chubby-cheeked Utterly Butterly Golden girl has been around since my childhood and I hope it continues to cast a spell on the people’s hearts forever!