Amul COO tracks the journey to becoming the ‘Taste of India’

Jayen Mehta, the Chief Operating Officer (COO) of the Gujarat Cooperative Milk Marketing Federation (Amul), has disclosed that the consumer goods company has introduced 250 new products over the last five years in response to evolving consumer taste preferences.

During his special address at the Pitch BrandTalk conference, Mehta traced Amul’s journey from a milk cooperative society to one of the nation’s largest Fast-Moving Consumer Goods (FMCG) companies, boasting a turnover of $7.1 billion in FY22.

“We have launched a total of 250 new products in the past five years, which equates to introducing 2 new products every month,” he stated, underlining the importance of a brand’s ability to adapt and evolve over time. Mehta also emphasized the swift pace at which Amul has been innovating and bringing new products to market.

“In our commitment to meet the evolving preferences of consumers, we have consistently rolled out new products. Over time, we have cultivated a diverse product portfolio under the Amul brand, ultimately establishing Amul as synonymous with the ‘Taste of India,'” he added.

Mehta underscored the significance of innovation, particularly in light of the changing tastes and preferences of consumers. “To remain aligned with the changing times, we make substantial investments in research, engage with customers, attentively listen to their feedback, and based on this, we have successfully developed an extensive range of products.”