Amul has been recognized as the strongest food brand globally in the 2024 Brand Finance Food & Drink report. This marks an improvement from the previous year, where it held the second position. The report highlights Amul’s brand value, which has risen by 11% to USD 3.3 billion, along with a Brand Strength Index (BSI) score of 91.0 out of 100, earning it an AAA+ rating.
Success Credited to Dairy Farmers and Strategic Marketing
Jayen Mehta, the managing director of the Gujarat Cooperative Milk Marketing Federation (GCMMF), which owns Amul, attributed this success to the relentless efforts of 3.6 million dairy farmers. He also emphasised that Amul’s unique organisational structure and powerful marketing strategies have played a significant role in making it one of the most recognizable brands in India.
Dominance in the Dairy Market
Amul continues to hold its position as the strongest dairy brand globally while also ranking as the 30th most valuable food brand worldwide. Notably, it remains the only farmer-owned brand in the top 100. In the Indian market, Amul commands an 85% share of the butter market and a 66% share of the cheese market. Consumers trust the brand for delivering pure and fresh products, a testament to its effective branding strategy.
Comprehensive Evaluation by Brand Finance
The Brand Finance report assesses brand strength using over 35 criteria, including the effectiveness of advertising campaigns, product range, and consumer sentiment. This thorough approach ensures that brands like Amul are recognized not only for their market performance but also for their commitment to corporate social responsibility.
Adapting to Changing Consumer Trends
Savio D’Souza, the valuation director at Brand Finance, noted that the food and beverage industry is undergoing significant changes due to evolving consumer trends. Brands that can adapt to these trends and maintain a clear brand purpose are more likely to thrive in this dynamic market.
A Legacy of Excellence
Amul’s recognition as the strongest food brand globally is a testament to its strategic marketing and unwavering customer loyalty. With over seven decades in the market, Amul continues to set standards in the dairy industry, solidifying its leadership not only in India but across the world.
