Amul Whipped Up Over Mayonnaise

India’s largest food brand Amul is suing Hindustan Unilever for ads that promote its mayonnaise product as being “better than butter.”

In a court filing, Amul, which controls the vast majority of India’s butter market, asserts: “This (advertisement) is sending a false and misleading message to the consumers who may refrain from consuming butter.”

Brand consultant AG Krishnamurthy who founded Mudra Communications, said, “Amul is not a brand, it is equivalent to butter (category) in India. It is the custodian of the category and has to defend any attack on the category.”