Amul SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 29, 2021

Amul SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Amul, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Amul to benchmark its business & performance as compared to the competitors, and make strategic improvements. Amul is one of the leading brands in the food & beverages sector.

The article below lists the Amul SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Amul SWOT Analysis:

SWOT Analysis of Amul

For Amul, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Amul Strengths

The strengths of Amul looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Amul :

1. Amul is one the largest milk-based food manufacturer which has a high brand equity and top of the mind brand recall

2. Excellent distribution and a strong network of over 3 million milk producers are associated with Amul

3. It is the world’s largest manufacturer of pouched milk

4. Amul is India’s largest food brand which is trusted for its quality

5. Number of popular milk products are offered like milk, ice cream, ghee, butter, cottage cheese, yogurt, etc.

6. Products available at affordable prices and hence it has a wide target audience

7. In India, it is a market leader in butter segment and has a majority share as compared to all competitors

8. Amul is responsible for white revolution in India

9. Successful advertising and marketing campaigns has enhanced the brand presence

10. Strong network of retail outlets, grocery stores and ecommerce platforms ensures high presence of the product

11. The Amul girl is a popular mascot, which is used in its cartoon strips advertising which focuses on key global events

Amul Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Amul SWOT Analysis:

1. Low market share in chocolates segment for Amul as compared to some of its competitors

2. Strong competition from international & domestic players in the ice cream segment means limited market share

Amul Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Amul SWOT Analysis:

1. Amul can introduce new products in the chocolate segment

2. It can increase its reach in rural markets within the country and also export its products to various countries

3. Rise in purchasing power of Indian people can increase the business of the company

4. Amul can tie-up with hotels, resorts, restaurants etc. for a continuous business in the B2B business segment

Amul Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Amul are as mentioned:

1. Strong competition from international players can reduce the market share of Amul

2. Economic slowdown and inflation can affect business

Amul Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 6 competitors of Amul:

1. Britannia

2. Nestle

3. Mother Dairy

4. Cadbury

5. Baskin Robbins

6. Kwality Walls

Hence this concludes the Amul SWOT analysis.

Continue reading more about the brand/company.

About Amul

Amul Overview
Parent Company

Amul (Anand Milk Union Limited)


Food Products


Food & Beverages

Tagline/ Slogan

The taste of India; Utterly butterly delicious Amul


India’s most trusted and popular dairy products’ brand

Amul STP

People who need milk and milk products for day to day use

Target Market

Lower, Middle and upper middle class families


Amul is an Indian brand producing superior quality milk & dairy products

Amul Product Portfolio

1. Amul Butter

2. Amul Cheese

3. Amul Chocolates

4. Amul Ice Cream

5. Amul Kool

The above mentioned brands are the prominent products under the Amul product portfolio.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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