By Bharat Global Time News Desk | Updated: July 17, 2025
From Anand to America: The Rise of Amul
Amul, the beloved dairy giant from Gujarat, is no longer just a household name in India — it’s now a symbol of India’s rising global economic influence. With its unmatched growth, low-cost innovation, and deep cultural roots, Amul has emerged as a form of India’s “soft power”, challenging global dairy players and even causing discomfort among big players in the United States dairy lobby.
But why would America fear a milk brand from India? Let’s break it down.
🇮🇳 The Amul Revolution: A Quick Recap
Born out of the White Revolution in the 1940s under the leadership of Verghese Kurien, Amul turned India from a milk-deficient country into the world’s largest milk producer.
Key milestones:
- Over 3.6 million farmers are part of the Amul cooperative system.
- India produces more than 220 million tonnes of milk annually, with Amul contributing significantly.
- Amul products are exported to over 50 countries, including the USA, UAE, Australia, and African nations.
Why Is the USA Nervous?
- Low-Cost Disruption
Amul’s ultra-competitive pricing model, built on a cooperative foundation, allows it to deliver world-class dairy products at a fraction of American costs. For U.S. dairy giants, this is a pricing war they can’t easily win. - Massive Market Access
Amul’s growing popularity in Asian, Middle Eastern, and even American Indian diaspora markets threatens the dominance of Western dairy brands. - India’s Push for Global Trade in Dairy
Under India’s new trade policies, dairy is being promoted as a strategic export item — something the U.S. dairy lobby fears could undercut their influence in developing markets. - The Cultural Appeal
Amul doesn’t just sell milk. It sells nostalgia. Its iconic ads, ethically sourced products, and “taste of India” appeal are now being seen as tools of Indian soft power, much like K-pop is for Korea or sushi for Japan.
What is Soft Power – and How is Amul Using It?
“Soft Power” refers to a country’s ability to influence others through culture, values, and economy, not military or coercion.
Amul uses:
- Desi branding mixed with global quality
- Support for rural India and women empowerment
- Iconic ads with satirical takes on global events
- Partnerships with Indian embassies and cultural expos abroad
Together, this builds a brand of India that’s modern, rooted, and reliable — far more impactful than just a billboard.
Future Global Strategy
Amul has announced major expansion plans:
- New product lines for vegan and lactose-free markets
- Setting up processing plants abroad (USA, Middle East, Africa)
- Digital transformation to reach global consumers directly
- Tapping into ethnic supermarkets and mainstream retail chains
Expert Voices
Dr. R.S. Sodhi, former MD of Amul, once said:
“We don’t want subsidies. We just want a level playing field. And when that happens, Amul can compete with anyone, anywhere.”
American Dairy Export Council in a recent report expressed concern:
“India’s dairy model, if scaled globally, could destabilize the economics of traditional dairy trade.”
The Message is Clear
Amul isn’t just about milk. It’s a story of India’s rural strength, collective ownership, and global ambition. As it expands internationally, Amul is proving that Indian brands can go global not by copying the West, but by being proudly Indian.
And if that makes the global dairy elite nervous — it only confirms that Amul is doing something right.
Stay with Bharat Global Time for updates on India’s global business stories, rural economy, and rising soft power.
