Amul butters its way into cookie market, takes on rivals over their fare

The Gujarat Cooperative Milk Marketing Federation (GCMMF)-owned dairy brand Amul is adding bluster and outrage to its marketing arsenal as it looks for a larger footprint for its relatively nascent cookie brand. It is calling out rivals, Britannia, Parle and ITC over the butter content in their cookies and claiming to be the only one that lives up to its name.
 
The playbook is a familiar one for the GCMMF, one that it used a couple of years earlier when it went head-to-head with Hindustan Unilever over ice-creams. At the time it had claimed that Amul was the only