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Amul SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: June 03, 2023Read time:

Here is a detailed SWOT analysis of Amul covering strengths, weaknesses, opportunities and threats.

Amul Strengths

  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

Above are the strengths in the SWOT Analysis of Amul. The strengths of Amul looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Amul Weaknesses

  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

These were the weaknesses in the Amul SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Amul Opportunities

  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

Above we covered the opportunities in Amul SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Amul Threats

  1. Strong competition from international players can reduce the market share of Amul
  2. Economic slowdown and inflation can affect business

The threats in the SWOT Analysis of Amul are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Amul SWOT analysis.

About Amul

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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