Amul, the milk cooperative from Gujarat, announced its partnership with Spain’s dairy cooperative COVAP to introduce its products in the country. Jayen Mehta, Amul’s Managing Director, said that this marks Amul’s debut in Europe. Founded in 1959, Cooperativa Ganadera del Valle de los Pedroches (COVAP) is a leading cooperative in Spain. Ricardo Delgado Vizcaíno, President of COVAP said, “This partnership with Amul allows us to work with another cooperative to help them grow their brand in Spain, benefitting not only our dairy farmer members but those in India as well.” Amul is the world’s largest farmer-owned dairy cooperative with 3.6 million members.
Amul: The Taste Of India now in Europe.
Milk is milk. Until it’s Amul India.
Then it’s a global play in brand storytelling.
Because let’s be honest most of us grew up thinking milk was something that came in a packet, with a catchy jingle and a slice of toast. But Amul? It’s always been more than dairy.
Now, it’s headed to Europe.
Partnering with Spain’s dairy co-op COVAP, Amul just launched in Madrid and Barcelona, taking Indian cooperative credibility straight to continental coffee tables.
This isn’t a product expansion. It’s a positioning masterclass.
They’re not selling “milk”.
They’re selling:
1. Farmer-first trust
2. Made-in-India muscle
3. And nostalgia with global intent.
While other brands are obsessing over their next D2C pivot, Amul just did the most old-school thing possible:
1. Packaged a basic product
2. Entered a foreign market
3. And turned it into a cultural export.
Turns out, the best global brands aren’t built on shiny positioning. They’re built on decades of consistency and conviction.
What’s the most underrated Indian brand you think is ready for the world?
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