New Delhi | September 29, 2025 — Jayen Mehta, Managing Director of the Gujarat Cooperative Milk Marketing Federation (GCMMF), popularly known as Amul, has been appointed to the India Brand Equity Foundation (IBEF) Board. The move is being viewed as a strategic boost for India’s efforts to enhance its global brand identity, with dairy playing a pivotal role in the nation’s agricultural exports and soft power.
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.
Amul’s Global Relevance
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
- Integrating farm-to-market success stories within India’s broader brand narrative
IBEF’s Role in India’s Growth Story
The India Brand Equity Foundation, established by the Ministry of Commerce and Industry, is tasked with showcasing India’s business competitiveness, sectoral strengths, and investment potential globally. Having a dairy cooperative leader on board signals a greater focus on agri-dairy exports and promoting farmer-led enterprises in India’s international branding strategy.