Amul has strengthened its position as one of India’s most frequently chosen FMCG brands. The brand has emerged as the country’s most chosen beverage brand in the latest Brand Footprint India report while also breaking into the top five of the overall out-of-home (OOH) FMCG ranking for the first time.
The 14th edition of the Brand Footprint India 2026 report, released by Worldpanel by Numerator on August 13, tracks consumer choices made during 2025. It ranks 427 FMCG brands across food, home care, health and beauty, beverages, snacking and dairy on the basis of Consumer Reach Points (CRPs).
CRP combines the number of consumers buying a brand with the frequency of their purchases. It therefore reflects how often a brand is actually chosen rather than simply measuring market share. For Amul, the findings are significant across multiple consumption occasions.
Numero Uno Most Chosen Beverages FMCG Brand of India in 2025
The strongest showing came in beverages. Amul retained the No. 1 position in the OOH beverage FMCG category, with 62 million CRPs. Thums Up followed with 58 million, Frooti with 55 million, Sprite with 49 million and Maaza with 39 million. Notably, all five leading OOH beverage brands recorded declines in CRPs during 2025, with Amul’s score down 10% year-on-year.
The ranking highlights the strong consumer appeal of Amul Kool and the wider Amul dairy beverage portfolio, particularly in a highly competitive Indian beverage market largely dominated by carbonated soft drinks.
3rd Most Chosen In-home FMCG Brand of India in 2025
The dairy cooperative brand ranked third in the overall in-home FMCG category, recording 6,922 million CRPs. Parle Products topped the category with 8,515 million CRPs, followed by Britannia at 8,296 million.
5th Most Chosen OOH FMCG Brand of India in 2025
Amul’s performance was even more notable outside the home. It entered the top five overall OOH FMCG brands for the first time, rising from sixth place to fifth with 281 million CRPs. Britannia led the category with 619 million CRPs, followed by Balaji, Haldiram’s and Cadbury.
The ranking offers an interesting perspective on Amul’s expanding consumer footprint beyond its traditional dairy identity. Its beverage portfolio is increasingly competing in a market dominated by carbonated drinks and packaged fruit beverages.
The broader FMCG market recorded 129 billion CRPs in 2025, up 5.1% from 123 billion in 2024. The report, however, points to a growing advantage for large and mid-sized brands, with smaller brands finding it harder to convert consumer reach into repeat purchases.
For Amul, the rankings underline the strength of a cooperative brand that has managed to extend consumer choice well beyond milk and traditional dairy products. Amul is also building world’s Largest Curd Plant in West Bengal, Boosting White Revolution 2.0
