Atta, dal, spices, even jaggery -- just what all will sport the 'Amul' brand

The ‘Utterly Butterly’ Amul girl is 77-years-old and her brand garners revenue worth $9 billion. The company’s new managing director, Jayen Mehta’s goal is to grow Amul’s revenue to $18 billion. For that, he is looking beyond dairy. Though the journey towards that began way back in 2015-16 when Amul launched biscuits and other bakery products in Gujarat, it is not just going national with those products, it has also forayed into organic staples such as atta, dal, spices, jaggery and even edible oil.

“We want to transform into a total foods company and for that we have to be available across categories of products which you will typically consume in your kitchen,” explains Mehta. “Our entry to organics is an opportunity to give consumers superior quality chemical-free and pesticide-free atta or dal,” he adds.

The vision is to be the real taste of India by being present in every category of food, as opposed to being just a dairy company.