Consumer-Centricity & Adaptability Is Business Success, Says Jayen Mehta

Jayen Mehta, MD of Amul talks about 8 Rules of Marketing for Success at the BW Festival of Marketing

“In every crisis, you look carefully, you will spot an opportunity”, said Jayen Mehta, Managing Director of Amul at the BW Festival of Marketing 2023, an initiative by BW Marketing World, in association with BW Businessworld.

Jayen Mehta, Managing Director of Amul, recently shared insights into the brand's remarkable journey and the principles that have fuelled its success. In a comprehensive discourse, Mehta elaborated on Amul's strategic approach, encapsulated in eight rules of marketing, that has guided the dairy cooperative to become a household name and a global force in the food industry.

Mehta stressed the importance of staying connected with consumers and adapting strategies to changing times. "We keep the finger on the consumer's pulse, modifying the strategy as per the challenges," he stated. This adaptability is mirrored in Amul's diverse range of products, from milk and butter to chocolates and carbonated drinks.

Mehta emphasised, “exceed your core competency”. He highlighted how Amul expanded into a bakery by offering butter-infused products like bread and cookies, leveraging its core product's essence. The brand's commitment to innovation led to the creation of a dairy-based carbonated beverage and other unique offerings.

Amul's consumer-centric approach also shines through in its communication. The brand's humorous and topical campaigns resonate across generations, fostering a sense of familiarity and trust. Moreover, Mehta highlighted Amul's digital prowess, operating 13 regional social media handles in different languages to engage with consumers effectively.

Mehta also underscored the significance of leveraging technology and adapting to change. He shared how Amul embraced IT and AI solutions for data-driven insights that facilitate informed decisions. With a deep commitment to quality and a far-reaching supply chain that spans thousands of villages, Amul weathered the challenges brought about by the COVID-19 pandemic.

As Mehta concluded his insightful discourse, he pointed out that the world's second-largest commodity after oil is milk. He underlined that Amul's true currency lies in the trust of its producers and consumers, and the cooperative's unwavering dedication to maintaining that trust fuels its growth.

Mehta's address not only provided a glimpse into Amul's strategic acumen but also served as a testament to the importance of consumer-centricity, innovation, and adaptability in navigating the ever-evolving landscape of business and marketing.