Trust and staying local forged India’s Amul, the original disruptor brand

Amul credits its humble beginnings as a cooperative body and focus on both the consumer and producer for its enduring success as India’s leading diary brand.

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,”...