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Amul: Amazing story of India's most successful brand
Rediff.com

Amul: Amazing story of India's most successful brand

Creation of the Amul brand and its famous mascot gave a rural revolution a durable competitive edge. The tubby little moppet in the familiar polka-dotted dress is not just the Amul Butter mascot. The Amul Girl, who has entered urban lore with her regular appearance on billboards accompanied by clever catchphrases that comment on contemporary events, stands for the very fight its parent was born to counter. The cooperative movement that began Gujarat back in 1946 was a movement against the ... Rediff.com, 2 months ago
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