Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation, which markets the popular Indian dairy brand Amul, has been nominated to the board of the India Brand Equity Foundation (IBEF). IBEF is a foundation set up by the Department of Commerce, Ministry of Commerce and Industry, with the goal of creating international awareness for Brand India. Mehta’s appointment is a significant honor, and he has expressed his enthusiasm to contribute to the success of Brand India.
Mehta’s nomination comes at a time when Amul is making waves globally, following its international debut in the US market last year. The brand has also recently entered the European market through a partnership with Spanish cooperative COVAP. The launch was marked by a viral animated campaign featuring the iconic “utterly butterly” Amul girl, which highlighted the country’s rich taste and culture on the international stage.
As a member of the IBEF board, Mehta will join other prominent members, including Prasoon Joshi, CEO of McCann World Group India, and Puneet Chhatwal, CEO of Taj Hotels and Resorts. Mehta believes that his experience in promoting Amul as the “Taste of India” for several decades will be valuable in his new role. With Amul’s recent international launches and exports to over 50 countries, Mehta is confident that the brand has put India’s taste on the center stage globally.
Mehta also emphasized that this is the right time for Brand India and Indian brands to shine globally, acquiring soft power to withstand trade, tariff, and geo-political challenges. As the fastest-growing large economy globally, India has a unique opportunity to showcase its strengths and culture to the world. Mehta’s appointment to the IBEF board is a significant step in this direction, and he is committed to contributing to the success of Brand India. With his experience and expertise, Mehta is likely to play a key role in promoting Indian brands and culture on the global stage.