An Expansion of Amul's Product: Brand Expaneion and Product Diversiñcation

Abstract
This study examiner the strategies, benefits, and challenges of brand expansion and product diversification
leveraged by Amul, lndia's largest dairy cooperatlve. The research utlllzes a descriptive deslgn baaed on seœndary
data and a primary survey of 40 reapondents from the Sonipat and Delhi region. Key findings indicate that Amul's
success is driven by ils strong brand trust (79.19s always trust new products) and the consistent qualité perceived
across lts wide range (83.7% agrès). While mllk æmalns the œæ brand identity (88.4% association), sucæssful
diversigcation into segments like Ice cæam and chocolatee (rated better than or equal to competltors by over 60%)
validates the effectlveness of its umbrella brandlng strategy. The Rtudy concludes that Amul's model aerveB CB
a benchmark for sustained growth, offering Insights into how a cooperative can œmpete with multinational
œrporations while empowering rural œmmunitles.