Unlike most consumer brands, Indian dairy company Amul doesn’t do any market segmentation for its product.

“Typically, marketers segment the market and then decide on the product positioning, at Amul we don’t believe in segmentation,” shared RS Sodhi, managing director at GCMMF. “For example, Amul butter is consumed by millionaires living in big cities as well as by autorickshaw drivers living in small towns, the perception of the brand is like that.”

Established in 1948, Anand Milk Union Limited or Amul is a cooperative brand managed by a body called GCMMF (Gujarat Cooperative Milk Marketing Federation) and is headquartered in the western state of Gujarat. It is the world’s largest producer of milk and milk products and recorded US$5.5bn in revenue last year.

The company enjoys a long and ubiquitous presence in the hearts and minds of Indian consumers. It played a pivotal role in India’s ‘white revolution’, which saw the country transition from a milk-deficient nation into the world’s largest milk producer, surpassing the USA in 1998.