Amul SWOT Analysis, Competitors & USP

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

SWOT analysis of Amul analyses the brand by its strengths, weaknesses, opportunities & threats. In Amul SWOT Analysis, 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. Amul is one of the leading brands in the food & beverages sector.

The table below lists the Amul SWOT (Strengths, Weaknesses, Opportunities, Threats), top Amul competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Amul SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Amul Brand Analysis
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 Group

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.

SWOT Analysis of Amul
Amul Strengths

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

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

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 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 Competition
Amul Competitors

Below are the top 6 competitors of Amul:

1. Britannia

2. Nestle

3. Mother Dairy

4. Cadbury

5. Baskin Robbins

6. Kwality Walls

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Amul. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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