India’s largest food products marketing organization, Gujarat Co-operative Milk Marketing Federation Ltd., which markets the popular Amul brand of milk and dairy products takes pride in being biggest FMCG companies in India. Today, it markets brand AMUL worth Rs. 72,000 Crores (USD 9 Billion) and is the biggest cooperative in the world, owned by 36 lac farmers of Gujarat. AMUL is not only synonymous with the best cooperative model and farmer’s faith in cooperative structure but also with marketing and advertising strategies it has adopted to make it the most preferred brand of dairy products. To add one more feather to its cap, Shri Jayen Mehta, In-charge Managing Director, GCMMF (AMUL) has been awarded Marketer of the Year – FMCG - Food by International Advertising Association on 9th August 2023 at Mumbai. The IAA (International Advertising Association) leadership awards, which honor individuals in the fields of marketing, advertising, and media every year, were presented by Deputy Chief Minister of Maharashtra Shri Devendra Fadnavis, chief guest at the function. IAA President, Nandini Dias said “This is an evening to celebrate and recognize. And to respect the forces that influence us all, not just as a sector or an economy… but also as a society, a community and possibly even a civilization.” After receiving the award Shri Jayen Mehta, thanked International Advertising Association for acknowledging the efforts of the farmers’ organization. Amul’s currency is not milk, but trust and it is this trust which has created the brand that is loved by every generation of consumers over the last 76 years.