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Jayen Mehta, Managing Director of the Gujarat Co-operative Milk Marketing Federation (GCMMF), has been nominated as a member of the Board of the India Brand Equity Foundation (IBEF). IBEF is a government-supported trust under the Ministry of Commerce & Industry, tasked with promoting “Brand India” and showcasing Indian products, including agro & dairy, on the global stage. Mehta expressed gratitude for the opportunity to contribute to India’s international branding efforts via his role.
This appointment strengthens the linkage between India’s largest dairy cooperative (Amul/GCMMF) and national branding efforts, especially in global markets for dairy and agri-products.
Mehta’s presence on the IBEF board gives the dairy sector a voice in shaping how Indian dairy is marketed abroad—potentially influencing export narratives, standards, and brand positioning.
It also signals government recognition of dairy’s strategic potential in India’s “Make in India” and agri-export agendas, possibly paving the way for greater support to cooperatives in branding, quality assurance, and international market access.
