Amul is India’s largest FMCG brand and one of India’s most iconic and trusted dairy brands, which will appear on the leading arm of the Afghanistan team playing jerseys as well as on the training kits throughout the ICC Men’s Cricket World Cup 2023. Commenting on the partnership, Mr. Jayen Mehta, Managing Director, Amul added: “Sports is an important medium for Amul to connect with today’s generation. Milk is the world’s original energy drink and is consumed by all sportspersons. We also celebrate the values of milk which are imbibed by today’s youth with our BeMoreMilk initiative which will feature the Afghanistan team. “Amul and Afghanistan share an old association. Khan Abdul Ghaffar Khan, popularly known as Frontier Gandhi had visited Amul in 1969 and had met Dr. V Kurien and studied the activities of our dairy cooperative.” Subsequently, several delegations of milk producers from Afghanistan have visited Amul. Amul also exports its milk powders and baby food to Afghanistan for the last 2 decades. We are proud to build our association with the Afghanistan Men’s Cricket Team and wish them all the best for the World Cup.” Mr. Naseeb Khan, the CEO of the Afghanistan Cricket Board, expressed his confidence that the AfghanAtalan squad will put on some standout performances during the mega event. “Amul has been ACB’s commercial partner in the past and we are pleased to have them on board again for this year’s event as well. This is a positive move for the ACB & Firebird ESM and we will be looking forward to working with Amul in the future”. He added.