The IUP Journal of Marketing Management
Unlocking in the Lockdown: Amul’s Surge During Testing Times

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM261121
Author Name : JSK Chakravarthi* and Benudhar Sahu
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 13



The case study is about the success of the Indian dairy cooperative society Amul during the Covid-19 pandemic in 2020. While several businesses including small vendors, ice-cream manufacturers, hotels, and restaurants stopped procuring milk from farmers during the lockdown, Amul collected an additional 3.5 million liters of milk daily from the farmers and paid them well. The company ensured an uninterrupted supply of milk and milk products across the country during the lockdown. It decided to double its marketing spend on advertising and branding. Amul revisited its marketing strategy, focusing on both the traditional and digital advertising space. It said the lockdown had not affected it and it went ahead with reinventing its distribution network and launching a range of immunity boosting products such as turmeric, tulsi (basil), and ginger milk. The dairy giant said its brand reputation, resilience, prompt action during the crisis, and ability to adapt to the situation would enable it to overcome any future challenges too.


In March 24, 2020, late in the evening, Narendra Damodardas Modi, Prime Minister of India, announced a stringent 21-day nationwide lockdown to contain the spread of the Covid-191 pandemic in the country. The lockdown limited movement of the entire 1.3 billion population of India. With the imposition of a self-proclaimed curfew2 (though essential services were exempted from the lockdown), people rushed to nearby grocery stores to stockpile essential commodities. Like many, Rupinder Singh Sodhi (Sodhi), MD of the milk cooperative body Gujarat Co-operative Milk Marketing Federation Limited (GCMMF, popularly known as Amul), also rushed to the nearby milk booth to stock up on milk products for household consumption. But,