Amul has been “the taste of India since independence”. While growing up I always felt that Amul’s success was due to a variety of reasons. It had clever marketing strategies such as the “Amul girl”, it was a reliable brand to every Indian household and its products such as Amul butter were always of a superior quality.
After delving further into Amul, I discovered; contrary to my opinion, that the brand’s success came through its roots of being a social entrepreneurship. Amul in 1946 was founded as a reaction to the unfair milk trade practices that occurred in India. Amul’s objective at the time was to eradicate the gap present between the producers and consumers in the market and it did just that! It was a small idea that had ignited a revolution in all of the market structures in India. Amul within months emerged from being just a new start-up to a brand that had become the catalyst for social change and rural development.
Therefore Amul has illustrated an example of how a brand’s sets of values can not only bring success, but change unfair systems that are prevalent in any market system.
Bibliography and Other Blogs and References:
Blog – On Amul
“5 Successful Examples of Social Entrepreneurship – : RingCentral Blog for Businesses.” RingCentral Blog for Businesses 5 Successful Examples of Social Entrepreneurship Comments. N.p., n.d. Web. 19 Nov. 2012. <http://blog.ringcentral.com/2012/02/5-successful-examples-of-social-entrepreneurship.html>.