Amul Dudh Peeta Hai America? Jayen Mehta Speaks on Eyeing US, European Markets

India Ecomic Summit: At India Ecomic Summit (IES) 2024, in conversation with Republic Media Network’s Senior Executive Editor Abhishek Kapoor, Managing Director of Gujarat Co-operative Milk Marketing Federation (Amul) Jayen Mehta, shared insights into brand's global growth trajectory. Mehta discussed Amul’s expansion plans, including its recent entry into US market and a forthcoming launch in Spain, marking brand's foray into Europe.

Mehta said, “Amul is largest food brand and dairy brand of world. Our brand stands right ahe in world. We have processing plants in America as well as Europe. In next 10 years, India will produce 1/3 of world's milk. We will be on breakfast table across world. This is just beginning. We are handling just 3 crore liters of milk, whereas India produces 60 crore liters of milk. Our brand stands right ahe in world. We have 107 dairy plants, 35 of which are in Gujarat.”

He also spoke about Amul's new ventures, particularly in United States, where company recently launched fresh milk products. "We've been exporting to more than 50 countries for last several deces, but w we thought this is a chance and opportunity for us to get into fresh product business. And that's how we launched fresh milk in United States a few months back. It's doing very well and it's got into mainstream with a unique product, which is like our Amul Gold full cream milk, 6% milk fat, which body in US ever imagined that you can have a milk like that. It's doing very well."

Mehta furr elaborated on European market, stating, "We realized that Europe is a market with a large number of Indian diaspora, and we need to find a way to enter that market. So, we have tied up with a local cooperative in Spain, and we'll be launching our fresh milk range, followed by buttermilk, curds, and or fresh products. More importantly, taste of India gets global." He ded, "We are able to dress Indian diaspora and eventually create a market for Indian milk around world."

Mehta also stated how Amul Girl has become mood of nation. He said, “Whatever she says or she speaks is what is mood of nation. At times, she is s or she is happy. In cheeky, humourous and a very light way she communicates with our consumers. ncy has full creative freedom. We don’t have editorial interference in branding or campaigning through Amul Girl.”

dressing unique appeal of Amul’s products, Mehta responded to a question about breaking into American market, saying, " taste comes in re, and milk y are used to is cow milk, which is maximum 3% fat. People, under fear of consuming more fat, go into skim milk, but taste buds never go away. Indian diaspora loves creamy milk. re was a gap in market. We found a very right partner in a cooperative re. And that's how we decided to experiment with this idea. Fortunately, it worked very well because entire marketing mix was in place."

Mehta is optimistic about Amul’s future in US, ding, "I’m very confident that in a couple of years, Amul will be only pan-American milk brand." On wher famous "Amul doodh peeta hai" tagline would appear in US, Mehta confirmed, "Of course, of course. That's actually a validation of Amul doodh peeta hai, India. It’s a very logical extension. We’ll start soon in Europe also. So that's how we are building up a network of facilities within and outside country."

Mehta also highlighted Amul's significant global presence, ting, "This is single largest consumer brand in terms of sheer number of packs sold globally, with a turver of Rs 80,000 crore, which is 10 billion dollars. It’s largest FMCG company in world and ranked as strongest food brand and dairy brand globally." 

He reflected on Amul's journey, ting, " journey of Amul, which started with just two vills and a few women, has me a big transformation, t only for livelihood of such a large number of women, but as a country, all of us take pride that our brand stands right at top in world. This is what a model of a cooperative can do, and this is what is a game changer for nation."

Mehta concluded by emphasizing Amul's impact on India's ecomic growth, underscoring its significance as both a symbol of India’s cooperative movement and a global brand.

Mehta also highlighted Amul's immense global presence, stating, "This is single largest consumer brand in terms of sheer number of packs sold globally, with a turver of Rs 80,000 crore, which is 10 billion dollars. It is largest, t just food, but also FMCG company in world."

India Ecomic Summit, held at Republic’s hequarters— largest news center in Asia—brings toger policymakers and industry leers to discuss India's ecomic future. This year’s me, "Viksit Bharat: Bullseye," focuses on envisioning a $50 trillion ecomy by 2047.