For­mer Amul MD BM Vyas Starts Up

The Economic Times - - Disruption: Startups & Tech - Vishal.Dutta@ times­

Ahmed­abad: The ex-man­ag­ing di­rec­tor of Amul, BM Vyas, has set up his ven­ture — Nutrisattva, which he has co­founded along with Shirish Upad­hyay, an ex-se­nior vice-pres­i­dent of Parag Milk and nu­tri­tion­ist Dr Ravi Khi­mani. Nutrisattva will tar­get the .₹ 1,500-crore pro­tein sup­ple­ment In­dian mar­ket. Vyas, a dairy in­dus­try stal­wart, who held the po­si­tion of man­ag­ing di­rec­tor for 17 years at the Gu­jarat Co­op­er­a­tive Milk Mar­ket­ing Fed­er­a­tion (GCMMF) that sells the Amul brand of milk and dairy product, was in­stru­men­tal in grow­ing the sales from a mere .₹ 600 crore to .₹ 8,800 crore dur­ing his ten­ure be­tween 1994-2010.

He was re­spon­si­ble for new prod­ucts the launch of 38 that in­clude inno- va­tive and spe­cial di­etary prod­ucts like pro­bi­otic and sugar-free ice cream, and pro­bi­otic but­ter­milk for the first time in In­dia. He was also in­stru­men­tal in de­vel­op­ing In­dia’s largest cold-chain net­work. He is cred­ited for steer­ing GCMMF dur­ing the tur­bu­lent time of the post lib­er­al­i­sa­tion of In­dian dairy in­dus­try and mak­ing Amul, an FMCG com­pany from a dairy com­pany and trans­form­ing the or­gan­i­sa­tion. He quit Amul in June 2010. Nutrisat­tava is a pro­tein in­no­va­tion com­pany fo­cussed on de­vel­op­ing nat­u­ral pro­tein-based nu­tri­tion for in­di­vid­u­als across age groups. “The or­gan­ised pro­tein mar­ket in In­dia is about ₹ 1,500 crore and we are plan­ning to cap­ture a small pie of this seg­ment,” said Vyas, adding that the to­tal diet sup­ple­ment mar­ket is worth $2 bil­lion in In­dia.

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