Can Amul go IPO? MSP is bad? Amul’s secret e-commerce plans decoded with Head of @amultv ? IBP Ep 20

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INTRODUCTION:
Today on Indian business podcast we have the biggest business guest — Mr. Jayen Mehta, the Managing Director of Amul, India’s largest FMCG brand and a global dairy giant. From running a ₹80,000 crore empire to revolutionising the lives of millions of farmers, Jayen Mehta is here to unveil the secrets behind Amul’s iconic success.
This episode is a must-watch if you're an aspiring entrepreneur or simply curious about business growth!
Share your thoughts in the comments below!

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Timestamps :
00:00 - Trailer
A sneak peek into the secrets behind Amul’s incredible success!
03:35 - Introduction
Meet Jayen Mehta, MD of Amul, and uncover what makes this iconic brand tick.
05:58 - Amul’s Cooperative Revolution
How Amul’s unique business model empowers millions of farmers.
07:07 - The Origin Story of Amul
From a small cooperative to India’s largest FMCG brand.
09:14 - Cracking Amul’s Supply Chain
Understanding the backbone of Amul’s operations.
17:23 - The Four Highways of Distribution
How Amul ensures its products reach every corner of India.
19:53 - Optimizing Supply Chains
Strategies that make Amul efficient and cost-effective.
22:41 - Turning Milk into White Gold
Amul’s approach to value addition in the dairy industry.
29:21 - India’s Untapped Protein Market
Exploring the potential of protein in Indian diets.
32:41 - The Rise of Protein Consumption
How Amul is capitalizing on the protein revolution.
34:43 - Why Protein is Sold Online Only
The logic behind Amul’s unique sales strategy.
36:25 - Amul’s Direct-to-Consumer (D2C) Model
How Amul is innovating in the digital retail space.
39:40 - Margins in Milk Products
A look at the profitability of various dairy products.
43:03 - Amul’s Protein Revolution
Why Amul is leading the charge in protein innovation.
49:25 - Leading the Revolution
Why Amul stays ahead while others struggle in the protein market.
50:40 - The Cost of an Amul Franchise
Breaking down the investment needed to open an Amul franchise.
55:20 - Helping Franchise Owners
Does Amul assist in finding the right location?
56:15 - Opening an Amul Parlor
What it takes to start a 150-200 sq ft Amul outlet.
1:00:40 - Amul Store vs. Amul Parlor
Understanding the difference between these two retail formats.
1:01:54 - FDI in Retail: A Threat to Businesses?
Jayen Mehta’s perspective on foreign direct investment.
1:07:58 - Franchise Margins
What profits can franchise owners expect?
1:08:50 - Why Amul Will Never Go Public
The logic behind staying away from IPOs.
1:13:55 - Amul's Marketing Strategy
How Amul spends only 1% on advertising yet dominates the market.
1:14:30 - Amul’s Unique Communication Strategy
What makes their messaging stand out?
1:16:00 - Creating a Buzz with Just 98 Hoardings
How Amul gets noticed across the country.
1:18:37 - Consistency in Marketing
Why Amul’s regular communication is key to its brand strength.
1:20:21 - The Iconic Amul Butter Girl
The story behind one of India’s most loved ad campaigns.
1:30:37 - Solving Market Access Issues
How NCEL is addressing challenges faced by farmers.
1:33:13 - NCEL’s Achievements
The impact of India’s Multi-State Cooperative movement.
1:35:08 - Wrapping Up the Segment
Key takeaways from NCEL’s role in Indian agriculture.
1:36:27 - Podcast Summary
The most important lessons from this insightful conversation.

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[raktimjs]

Amazon: "The most customer-centric company in the world"
Amul: "Hold my 3.1Cr Litre of milk"

[parvezsonu]

No other big channel has brought this level of quality to podcasts. Most just bring guests, have a casual chat, ask about their business models, and move on—they’re good, but you’re doing the real work. You break down their businesses point by point, covering aspects like unit economics, distribution channels, and even details like how they operate their franchise models. This approach truly helps us gain deeper insights and practical knowledge about starting and growing a business.

This is exactly what India needs right now—not fancy English talks filled with technical jargon that 90% of viewers can’t even relate to. Hats off to you!

We wouldn’t mind even if you made 4-hour-long podcasts with this level of knowledge. I really enjoyed your Anaarc podcast with TechBurner, but I got the chance to comment here. Please continue to maintain this quality and dive even deeper into entrepreneurs’ approaches so aspiring founders like us can learn and grow. Thanks again!

[karticbajpai]

Being a dairy technologist, Its very heartwarming to see that people are talking about dairy as a business model and not only as a farming type or a corporate job ( working in a dairy plant), commendable job @thinkschool 👏

[d.senthilkumar]

Outstanding PODCAST.. Jayen Metha, is a true street smart manager.. literally branded all the Ecom companies as courier companies....

[mitalfuria]

Nothing about AMUL changes and yet it keeps up with the changing time, physiology, economy & political system. Kudos to all the people behind AMUL.

[prakashbishwal]

The simplest and most important thing for me is that if I want to get an ice cream from a shop then that ice cream should be Amul ice cream .

[MaheshYadav-qwlb]

The humbleness of guest and the curiousity of the host making things understandable one is going to match

[kthozhuvanur]

Very frank and open discussion by Amul CEO, Mr. Mehta. He was humble and able to reveal a lot of statistics and data, which private players may not be willing to open up on. I challenge Ganesh if he could do a similar interview with a Nestle or a HUL CEO and see if they can open up on their businesses in a similar manner. Great questions, Ganesh!

[sibadittyabaidya]

Jayen Mehta as an IRMA alumni, shows why institutes like IRMA (Institute of Rural Management Anand) was/is needed against the traditional MBAs of IIMs/foreign Ivy league colleges. Such deep connections with the ground and insights on both supply (Farmers) and demand (Consumers), married with humbleness, knowledge and attention to details. As an IRMA alumni, it has been an honour to be taught by faculties like him and get chance to interact as a fellow IRMAn.

Also, Brilliant work to make it look like a free-flowing conversation, Ganesh. It requires to master the art of preparation to made it look effortless ! One of the best podcust of Think School, for sure.

[TheElevatedBeing]

Too good. 2 hrs of wealth of wisdom.
An absolute Masterclass.

[aquarianwolf-mlmv]

An absolute masterclass indeed by Mr. Mehta and the way he said, "Let me complete" when interrupted shows how straight forward and no nonsense person he is.

[rohitraj-igto]

The best business podcast that I have seen till now, you have done an incredible job in sticking to the business part and not wasting time on asking about the personal life of the guest.
After watching this podcast, my respect for Amul has grown even more. Amul feels like our own family brand and is one of the greatest success stories of free India. Hats off to Amul team and a lot of thanks to Think School for bringing this to us.

[dhairyashahs]

jayen sir is so down to earth guy, i just met him 1 week ago !!!😍😇

[thelastmonk]

Amul Dudh Pita h India || Childhood nostalgia

[akshatraj]

OMG! There's absolutely no question about the quality of the podcast but can someone just appreciate that stunning summary at the end, its was really amazing❤

[mohaktyagi]

🙌🏻🙌🏻🙌🏻🙌🏻 Amul is in right Hands, he answered and explained all these things especially MSP issue very Clearly 👌🏼

[keshijain]

Your the number 1 business podcasters in India. Keep it up . Keep growing . Heavily inspired and started my own channel inspired by you .

[paryansharma]

A True Masterclass on how Amul changed the dynamics of daily industry in India and helped India to become the Milk Capital of the World. Thanks to the full Think school team and Special mention to Ganesh for asking very good questions and summarising so well in the end. Mr Mehta is such a humble guy who answered all the question in detailed Manner.

[abhishekchatterjee]

Dude is THE God of Cold Chain. The O.G G.O.A.T of FMCG. Hey King you dropped this !👑 Taking a bow, respect !

[ayushKumar-]

I wish this podcast was in Hindi so that my parents could understand it too.

Kiddos to the Think School whole team to bring such a valuable lessons! ❤