Amul’s Dominance on Quick Commerce: A Multi-Category Assortment Masterclass

Amul isn’t just India’s largest dairy brand – it’s a ₹65,000-crore cultural phenomenon that feeds 100 million households daily. Founded in 1946 as a rebellion against milk monopolies, the Gujarat Cooperative Milk Marketing Federation (GCMMF) pioneered India’s White Revolution.

Today, i...

Amul isn’t just India’s largest dairy brand – it’s a ₹65,000-crore cultural phenomenon that feeds 100 million households daily. Founded in 1946 as a rebellion against milk monopolies, the Gujarat Cooperative Milk Marketing Federation (GCMMF) pioneered India’s White Revolution.

Today, it faces a new frontier: quick commerce (q-commerce). With BlinkIt, Zepto, and Instamart growing at 150% YoY, Amul’s 162+ SKUs across these platforms reveal a surgical expansion strategy. We analyzed 18,256+ live products across India’s top q-commerce portals to decode how Amul dominates shelves while Cadbury, Britannia, and local players fight for scraps.

https://www.42signals.com/blog/amul-quick-commerce-strategy/