- This paper is an earnest endeavour made to understand the present scenario in marketing and captured by the Amul during the Lockdown period. For the same availability in stores was the major concern and bring out the potential and loyal retailers as well as customers so that the company could maintain the market leadership in the existing business scenario in food and confectionaries. This paper also tried to study the behaviour of consumers about their preferences for Amul products and their overall buying behaviour during the lockdown period.