Amul MD Jayen Mehta joins IBEF Board

INDIA – Jayen Mehta, Managing Director of the Gujarat Co-operative Milk Marketing Federation (GCMMF), which owns the Amul brand, has been nominated to the India Brand Equity Foundation (IBEF) board.

The India Brand Equity Foundation (IBEF) operates under the auspices of the Government of India.

It is an initiative set up by the Department for Promotion of Industry and Internal Trade (DPIIT), which is part of the Ministry of Commerce and Industry.

IBEF’s mandate is to promote and create awareness of “Brand India” in international markets, providing authentic information about Indian industries, exports, and investment opportunities.

As the head of India’s largest dairy cooperative, Mehta brings decades of experience in brand-building, cooperative strategy, and dairy exports, making him a natural fit for IBEF’s mission of promoting the ‘Made in India’ story worldwide.

Under Mehta’s leadership, Amul has not only expanded its domestic market share but also aggressively explored dairy export opportunities, capitalising on rising global demand for value-added dairy products, including cheese, butter, ghee, and probiotic offerings.

His appointment to the IBEF board is expected to provide sharper insights into: leveraging dairy as a flagship Indian export sector, positioning Amul and Indian dairy products as premium, sustainable, and trusted globally and integrating farm-to-market success stories within India’s broader brand narrative.

Amul has been recently making waves globally after its international debut last year when it entered the US market.

In June 2025, Amul entered the European market through a partnership with Spanish cooperative COVAP.

The entry was marked by an animated campaign featuring the utterly butterly Amul girl kicking a soccer ball that went viral worldwide. 

With the tagline “the rich taste of India” it highlighted the country on the international stage. 

Other members on the IBEF board include Prasoon Joshi, CEO of McCann World Group India and Puneet Chhatwal, CEO Taj Hotels and Resorts. 

“We have been promoting Amul brand as the Taste of India for the last several decades. The recent international launch of milk in the US and Europe along with exports to over 50 countries around the world has put the taste of India on the centre stage globally,“ said Mehta.

“As the fastest growing large economy globally, this is the right time for brand India and Indian brands to shine globally and acquire the soft power to withstand any trade, tariff or even geo-political challenge.”

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