Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation, which markets Amul, has been nominated on the board of the India Brand Equity Foundation (IBEF).
IBEF, set up by the Department of Commerce, Ministry of Commerce and lndustry, works to create international awareness for Brand India.
“It is an honour to get this opportunity to contribute for the success of Brand India,” said Mehta on his appointment .
Significantly, brand 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.
He added, “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.”
Published on September 28, 2025