COMPARATIVE ANALYSIS ON MOTHER DAIRY VS AMUL

Abstract

Gujarat, India is home to the cooperative Amul, which has a significant national and worldwide footprint. It enjoys a substantial market share in India and is well-known for its extensive line of dairy products. The National Dairy Development Board (NDDB) subsidiary Mother Dairy is an Indian-based business. It is widely distributed throughout India's eastern and northern regions, especially in Delhi NCR. The customer preference and taste regarding amul and mother dairy are thoroughly examined in this in-depth analysis. With this project, I hope to learn more about consumer preferences, market trends, and potential areas for product enhancement. Both quantitative and qualitative research methods are used in this study. Through questionnaires given to a wide spectrum of choices of consumer and in-depth observations made, I gathered primary data. The acquired data was then subjected to a thorough examination, with conclusions and suggestions being given from the findings. The report's conclusions provide insightful information about the consumer choices about both the company. Although it is taken into account that these two are not the only companies providing dairy products. Ownership & Structure: With millions of farmers as members, Amul functions as a cooperative society. Participation of farmers in the organization's management and operations is guaranteedby this cooperative structure. The Government of India established the statutory body NDDB, which is the owner of Mother Dairy. It is a corporate entity that focuses on providing customers with high-quality dairy products. Product Range: Dairy products from Amul include cheese, ice cream, yogurt, butter, milk, and much more. It is renowned for having a vast distribution network and creative product offerings. The main products that Mother Dairy sells are milk and milk-based foods like ice cream, butter, cheese, and yogurt. Under the Safal brand, it also sells a variety of fruit and vegetable products.. Brand Equity: In India, Amul is frequently associated with dairy products due to its robust brand equity. It has established a reputation for excellence, accessibility, and creative marketing campaigns with the well-known Amul Butter Girl. Mother Dairy is highly recognized, especially in the milk industry, for its dedication to freshness and quality. It has a devoted clientele, particularly in areas where it is well-established. Distribution Network: Amul's vast distribution network, which covers both urban and rural parts ofIndia, guarantees that its products are widely accessible. Additionally, it exports its goods to a number of foreign markets. Mother Dairy has a wide distribution network, especially in India's northeast and east. To meet customer demand, it runs a network of retail stores and milk booths. Leading dairy brands in India are Mother Dairy and Amul, each with distinct advantages and strong market positions. While Mother Dairy concentrates on high-quality dairy products and works under the auspices of NDDB, Amul has a larger product range, strong brand equity, and a cooperative structure. In the end, both brands significantly contribute to satisfying Indian consumers' needs for dairy product.