Point of view: A masterclass in brand building

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.

In the rankings of India's best-loved brands, one brand that is a regular fixture is Amul Butter. In fact, in a 2016 study, Amul clearly outranked global brands like Coke, Pepsi and Nestlé. Little wonder, then, that when Amul calls itself 'The

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