Amul's Slogans & Taglines

Amul is a premier global dairy brand that commands monumental market and social equity as the absolute pioneer of India's White Revolution, making the nation the world's largest milk producer. Founded in 1946 in Anand, Gujarat, under the visionary leadership of Tribhuvandas Patel and Dr. Verghese Kurien, the brand was established as a direct cooperative response to the exploitation of marginal milk farmers by local monopolistic distributors. Headquartered in Anand, Gujarat, Amul operates as the apex corporate brand managed by the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), a multi-billion-dollar cooperative enterprise owned jointly by over 3.6 million dairy farmers. The brand drives exceptional economic value through a unique, highly profitable three-tier cooperative model that returns the vast majority of consumer spending directly back to the farmers. Anchored by its legendary "Amul Girl" topical marketing heritage and a diverse portfolio spanning premium butter, cheese, milk, ice cream, and ghee, Amul leverages a massive, integrated cold-chain supply network and state-of-the-art automated processing plants to mass-distribute its dairy products across millions of traditional mom-and-pop shops, exclusive Amul parlors, modern supermarkets, and digital grocery platforms throughout India and over 50 international markets.