Asia-Pacific Power List 2025: Jayen Mehta, Amul

Jayen Mehta 

Managing director
Gujarat Cooperative Milk Marketing Federation: Amul India
India
Member since 2024

Jayen Mehta, managing director of Amul and veteran of the Gujarat Cooperative Milk Marketing Federation (GCMMF), is reshaping India’s most iconic dairy brand—blending scale with agility, tradition with reinvention, and local pride with global ambition. 

The brand has already hit several milestones in 2024. In 2024, it was named the world’s strongest dairy and food brand by Brand Finance and closed the financial year with a turnover nearing US$11 billion—an 11% year-on-year jump that cements its position as India’s largest FMCG brand. Mehta, who joined GCMMF in 1991 and rose through the ranks, was recently rewarded with a five-year extension to lead Amul through 2030.

Mehta joined GCMMF in 1991, rising through the ranks through the years. On his watch, Amul has transitioned the company from being a large, respected, and mostly traditional into a marketing machine with a nimbleness that belies its size. 

Unlike several homegrown Indian brands that mostly stick to making further inroads into the vast domestic market, Amul has continued with its aggressive overseas expansion plan. Amul Milk has been launched in the US with the Michigan-based dairy cooperative MMPA. Its portfolio for the US market includes high-protein milk and fresh curd. Europe is the next region Amul has set its sights on, via a partnership with Spain-based Covap. 

While Amul has traditionally been very strong in Western India, Mehta intends to make it a truly national brand. He oversaw the revamp of a 75-year-old legacy FMCG supply chain model, ensuring that all of Amul’s 650 SKUs are available across the country via a hub and spoke model. Regionally, he spearheaded a major supply chain revamp to ensure Amul’s 650 SKUs are accessible nationwide via a hub-and-spoke distribution model. To connect with mobile-first consumers, he launched the Amul Shop app—the first single-brand D2C app in India’s FMCG space.

Given his ambitions to make Amul a national brand, Mehta has closely linked the brand with cricket—a sport that is obsessively followed across India. The brand has several sponsorships arrangements with the Indian Premier League (IPL), India’s most popular domestic cricket tournament including being the protein partner for nine out of 10 teams. Amul has also sponsored the South Africa cricket team across sporting events including the Champions Trophy 2025 and the Cricket World Cup 2024, besides also sponsoring teams from Sri Lanka and the US at the latter event.

With 2024 being an election year in India, Mehta was eager for Amul to do its part to increase voter turnout, considering its clout as a brand. Amul printed messages encouraging people to vote on over a billion packs across a six-week period.

Mehta is also very respectful of Amul’s legacy as a brand, restoring Manthan, India’s first crowdfunded film, a fictionalised account of the origins of the GCMMF, and had it showcased at prestigious events such as film festivals at Cannes and London. As a member on the Cooperatives and Mutuals Leadership Circle CM50, Mehta is part of an effort to bring 50 leaders from the world’s largest cooperatives and mutuals to advocate economic models that are likely to accelerate progress on the UN 2030 Agenda on Sustainable Development Goals (SDGs).