BCG Matrix of Amul Dairy Company: The Taste of India

Amul is the largest food brand in India, and its products are sold in over 60 countries. The company has a diverse portfolio of dairy products, which includes milk, butter, cheese, ice cream, and more. In recent years, Amul has been using the BCG Matrix framework to assess the performance of its product lines.

This blog will provide an overview of Amul’s BCG Matrix and how it helps the company make informed decisions regarding its product portfolio. We will explore each category in detail and discuss how Amul has used this framework to optimize its operations.

BCG Matrix of Amul

Introduction to BCG Matrix of Amul

The BCG Matrix is a strategic tool that helps businesses to categorize their product lines or business units into four quadrants based on their market share and growth rate. Amul, one of India’s leading dairy companies, has also applied the BCG Matrix technique to its product portfolio.

This blog will provide a concise analysis of the BCG Matrix of Amul by discussing the four quadrants and their implications for the company’s future.

Before we delve deeper into the topic, let’s have a brief introduction to the BCG Matrix and its relevance for businesses.

Invented by Bruce Henderson of the Boston Consulting Group in the early 1970s, the BCG Matrix has since become a widely used strategic management tool for businesses in various industries. The matrix classifies products or businesses into four categories: Stars, Cash Cows, Question Marks, and Dogs.

Each quadrant has a different strategy for managing the product or business. Understanding the BCG Matrix of Amul will help us gain insights into the company’s future growth prospects and its ability to remain competitive in the dairy industry.

Understanding the Four Quadrants of the BCG Matrix

After analyzing the BCG Matrix of Amul, it is crucial to understand the four quadrants of the matrix. The four quadrants represent Dogs, Stars, Cash Cows, and Question Marks.

Dogs refer to business units or products that have low relative market share and low market growth rate.

Stars are companies or products that have high market growth and high relative market share.

Cash cows are businesses or products that have high relative market share and low market growth rate.

Finally, Question marks are products or businesses that have low market share but operate in high-growth markets.

Concise Amul’s BCG Matrix

Amul products


Stars in BCG Matrix analysis of Amul are the business units that have a high market share and operate in a high-growth market.

Amul has several products that fit into this quadrant, such as Amul Ice Cream, which has a dominant market share in India’s ice cream industry.

Another example is Amul Fresh Cream, which has a significant market share and is seeing steady growth.

The third example is Amul Ghee, which has been a market leader for many years and continues to see strong demand.

These stars consume a lot of cash but also generate substantial revenue for the company. Amul must continue to invest in these products to maintain their market position and sustain growth. Overall, Amul’s stars quadrant looks promising and has the potential for future growth.

Cash Cows

In the BCG Matrix analysis of Amul, there are fewer products that fall under the Cash Cow category – Amul Milk, Amul Butter, and Amul Cheese. These products generate a lot of revenue for the company while requiring a low investment to sustain their profitability.

The advantage of having Cash Cows in the product portfolio is that they bring in steady revenue, providing a stable base for the company to invest in other products.

For instance, Amul Milk, which is the company’s flagship product, has a dominant market share and is a consistent performer. Amul Butter is also a popular product among consumers, and Amul Cheese is gaining traction in the market.

These three Cash Cows form the backbone of Amul’s revenue and provide the company with financial stability that enables it to invest in other products.

Through the BCG Matrix analysis, it is clear that the Cash Cows quadrant plays an important role in Amul’s overall strategy. The company can leverage these products to finance new product development and market expansion initiatives.

Question marks

Question marks are products that are growing rapidly but have not yet gained a significant market share.

One example of a question mark product from Amul is their “Amul Kool Koko” drink. It is a relatively new product in the market and still trying to establish a foothold.

Another example of a question mark product from Amul is their “Amul Happy Treats” ice cream range, which is also a new addition to their product line.

Question mark products typically consume large amounts of cash to support their growth, but because they have low market shares, they do not generate the desired earnings.

The strategy for question mark products is to decide whether to invest more resources to enhance their market share or to discontinue them.

Overall, the BCG Matrix analysis of Amul’s question mark products highlights their potential for future growth and the need for careful investment decisions.


In the BCG Matrix of Amul, the “Dogs” quadrant consists of products with low market share and growth potential. They may generate some revenue, but they don’t consume significant resources and don’t have a strong potential for growth.

Examples of Amul’s “Dogs” products include Cookies, Chocolates, and Pizza. These products may have been popular in the past, but their growth has slowed as competition has increased. Despite their low market share, these products are still important to Amul as they provide a steady source of revenue.

However, Amul should consider phasing out these products or investing in them to increase their growth potential. Overall, Amul’s “Dogs” products may not be as exciting as “Stars” or “Cash Cows,” but they still play an essential role in the company’s overall success.

Limitations of BCG Matrix

While the BCG Matrix is a useful tool for evaluating a company’s strategic position, it is important to note its limitations. One major drawback of the BCG Matrix is its assumption that a high market share will always lead to profitability.

However, this is not always the case, as some products may become cash traps for a company. Additionally, the model classifies products into only four categories, which may not accurately reflect the complexity of a company’s portfolio.

Despite these limitations, the BCG Matrix can still provide valuable insights into a company’s strategic position and can assist in making informed decisions about resource allocation.

Therefore, when evaluating Amul’s products using the BCG Matrix, it is important to consider its limitations alongside its benefits to gain a comprehensive understanding of the company’s strategic position.

Implications for Amul future

Implications for Amul future are optimistic based on their BCG matrix analysis. The company has a strong position in the market with its Cash Cow products, such as Amul Butter, which brings in a significant portion of sales and profits.

Additionally, Amul has several products in the Star quadrant, which are poised for growth and have high market shares. The company needs to focus on investing in the Stars quadrant to turn them into Cash Cows and maintain their position as industry leaders.

The Question Mark and Dog products need to be reassessed for repositioning or divesting. Overall, Amul’s BCG matrix showcases a well-balanced portfolio with a promising future, provided the company strategically invests in its Stars quadrant and manages its Question Mark and Dog products effectively.


After analyzing the BCG Matrix of Amul, it is safe to say that the company has a well-balanced portfolio of products. While some products fall under the Stars quadrant, others are considered Cash Cows, and there are also Question Marks and Dogs.

Overall, Amul is a strong and established brand in the dairy industry with a diverse product offering that caters to different market segments. By leveraging the strengths of its portfolio and addressing its weaknesses, Amul can continue to grow and thrive in the future.

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