Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation, which markets Amul, has been nominated on the board of the India Brand Equity Foundation (IBEF). IBEF, set up by the Department of Commerce, Ministry of Commerce and lndustry, works to create international awareness for Brand India. “It is an honour to get this opportunity to contribute for the success of Brand India,” said Mehta on his appointment . In June 2025, Amul entered the European market through a partnership with Spanish cooperative COVAP. “We have been promoting Amul brand as the Taste of India for the last several decades.