Why Protein Is The New Global Currency: AMUL CEO

In an exclusive conversation with BT TV, AMUL CEO Jayen Mehta discusses why protein is emerging as a “global currency” and how milk, a natural superfood, plays a central role. Mehta highlights India's growing appetite for protein, noting that even from whey, only 0.6% protein is extracted, showing the value of high-protein products. Addressing trade concerns, Mehta clarifies that while Amul has been labeled a “tariff king,” this is a misinterpretation. For instance, prior to August 1st, a kilo of ghee faced a 50% tariff in the U.S., and shrikhand was taxed at 75%. Despite this, the Indian diaspora continues to pay high duties—often 40–50%—to access these products. According to Mehta, those who truly want authentic Indian dairy won't be deterred by tariffs.