Karthik (2019) conducted a study on ‘Understanding political messages in Amul

advertisements’ found out that cartoons play a role in political communication by

making the public aware of the issues as well as giving humorous opinionated touch to
the same. The political message are put in a comic way with use of puns which the
audience can easily associated with. The use of Amul girl also adds to the recognition
of the brand. In a way, it is unique amalgamation of branding and political
communication without making it obvious that the company’s main objective is to
advertise their brand.

Ramya and Mohhamed Ali (2018) in their study on ‘Consumer buying behavior
towards amul products with special reference to Coimbatore City’ found that the
consumption of Amul products are high when compared to other products. The buying
behavior is positive which reveals that the buying behavior of consumer is high. The
promotional strategies of the product can be improved to increase the sales of the
company as much. They concluded that the buying behavior of the consumers are
positive, so the product has a good reach in Coimbatore city.

Gajendra and Sudhanshu (2021) in their study on ‘Advertising for Amul butter: Can
a classic campaign sustain forever?’ reveals that the Amul butter campaign has
unparalleled mass support and trust value. It also found an emotional bonding between
the Amul girl and its consumers and this brand rapport reinforces its advertising
strategy that what it did in past or what it does now, will continue to impress the
people even in the times to come.

Chakravarthi, Sahu and Benudhar (2021) conducted a study on ‘Unlocking in the

lockdown: Amul’s surge during testing times’ found out that while several businesses
including small vendors, ice-creams manufacturers, hotels, and restaurants stopped
procuring milk from farmers during the lockdown. Amul collected an additional 3.5
million liters of milk from farmers and paid them well. The company ensured an
uninterrupted supply of milk and milk products across the country during the
lockdown. It is decided to double marketing spend on advertising and branding. Amul
revisited its marketing strategy, focusing on both traditional and digital advertising
space.
Pooja , Nikita and Saptarshi (2020) in their study ‘Consumer behavior with respect
to consumption of Amul milk in Ahmedabad city, Gujarat’ reveals that the overall
experience of the respondents towards Amul milk was found to be satisfactory
because of its good quality, easy availabilities. However, some consumer are not
satisfied with high price etc. therefore if slight modification are done then definitely
company can be as a monopoly and strong market leader. Amul has also take care of it
competitors into considerations and more importantly its customer before making any
move.

Ishan (2016) in his study on ‘To increase the retail penetration of Amul ice cream
and to study the consumers’ buying behavior for ice cream’ found that through a
survey in Delhi NCR region, it was foud that the taste and quality of ice cream are the
most critical attributes which affect the buying decision of consumers. While on
further research on Amul ice cream it was found that Amul’s quality is at par with the
consumers’ expectations whereas its taste needs some improvement to meet the
consumers’ expectations.

Prerna and Harshit (2015) conducted a study on ‘Packaging characteristics and its
impact on consumer brand preference with special reference to Amul milk’ with the
objective of identifying the impact of packaging characteristics on consumer brand
preference with special reference to Amul milk in Delhi/NCR. Their study reveals that
there is a significant difference in consumer brand preference among consumers of
different gender towards Amul milk. The study also shows that packaging
characteristics like package design, liking for package, communication through
package and usability of package has a significant impact on consumer brand
preference.

Pradeep, Shashank and Todman (2019) in their research ‘To study the consumer
acceptance for Amul milk in Pune city’ reveals that during the survey it was witnessed
that Chitale being the local brand was consumed maximum. After the promotion
activity of consumer acceptance for Amul milk was studied and analyses
efficaciously. It was seen that around 33% of the area potential was acquired
successfully by Amul and it is estimated that it will increase gradually.

Sanjay (2015) in his study on ‘A comparative analysis of Mother and Amul diary
products’ with the objective to identify various factors which motivates people to use
Mother and Amul dairy products found out that the distribution channel of Mother
diary is much stronger in Delhi/NCR because of its own outlets and also availability
of their products in most of the retail shops, so the most important thing Amul has to
do, is to improve its availability to retailers and focus on installing its own outlets in
different areas of Delhi/NCR. And the packaging of Mother dairy products should be
more attractive as compared to Amul, because during survey it was observed that
packaging attracts many customers.

Radhika (2018) in her study on ‘Context and humor: Understanding Amul

advertisement of India’ found that Amul like other advertisers in India use bilingual
techniques to relate to modern Indian. The advertisements expect the audience to be
up-to-date with the latest happening in the world. The relation between its popularity
and the complex processing needs are indirectly linked. The congruous elements in
the ad are blended or resolved with the contextual knowledge. The humor thus
generated makes the ad appealing and popular, thus providing a good evidence for
humor as a good technique in marketing.

Ruchira and Rupali (2013) on their research ‘A case study of Amul co-operative in
India in relation to organizational design and operation efficiency’ found that looking
back at the path traversed by Amul, following features make it a pattern and model for
emulation elsewhere. Producing an appropriate blend of the policy makers, farmers
board of management and the professionals, bringing the best technology to rural
producers, providing a support system to the milk producers without their agro-
economic system and plugging back profits, by prudent use of men, material and
machines. Even though growing with time on scale, it has remained with the smallest
producer members. Amul is an example par excellence, of an intervention for rural
change.
Pankaj and Devanath (2003) conducted a study on ‘Business strategies for
managing complex chains in large emerging economies: The story of Amul’ reveals
that development of suppliers with a long-term perspective was achieved by Amul
through a process of education and social development activities- activities that are
not usually considered to be standard business practices. This type ‘out of the box’
vision is essential for developing innovative mechanism in new, unfamiliar
environments where building of relationship with consumer goes beyond marketing
messages and useful product offerings.

Sazzad (2017) on his study ‘Co-operative led contract farming in India: a case study
of Amul’ found that co-operative based contract farming engages farmers in
participatory approaches; it can lead to mitigation of major limitations of extension
system and dairy production. Contract farming is transforming the dairy sector, may
perform even better if regulations, infrastructure facilities, transfer of technology and
target oriented policies are brought into practice. It is therefore timely and appropriate
to consider the various approach available for contractual relationships, with a view to
enhance benefits and promote the social and economic development impacts of
contracting in the agribusiness sector.

Prajapti, Patel and Sheeba(2017) in their study ‘Analysis of the sale of Amul milk
products’ found that there are two major competitive advantages of Amul brands over
other brands. First is their supply chain because of the large number of dairy suppliers,
Amul has a tremendous strength and reliability in its supply chain, hence it is able to
produce such high volumes. The second competitive advantage is the wide product
range due to which it can run Amul shop and also have its product present in retail.
The brand awareness also plays a big role influencing the consumer’s purchase
decision. Best marketing & brand awareness activity in current scenario is
‘Advertisement’.

Penkar and Pawar (2020) conducted a study on ‘Amul: A case study of the Indian
umbrella brand’ reveals that product launch under Amul brand are perceived to be of
the same quality standards and do not find it difficult to pierce competitive markets.
The brand has created core value of cooperation, quality and professional
management. It has clearly spelt out its intention of sticking to its core values.
Moreover, it has been highly creative in its marketing and advertising efforts. These
are its success mantras that has helped creation of an umbrella that has sustained for
over five decades now.