Former Amul top honcho sets up protein supplement firm
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BM Vyas, the former managing director of India’s largest dairy company Amul, has launched his own venture, Nutrisattva, which will offer protein-based nutritional products.

Vyas had quit Gujarat Cooperative Milk Marketing Federation (GCMMF), which sells its products under the Amul brand, in 2010. The Economic Times reported, citing Vyas, that Nutrisattva will target the Rs 1,500-crore protein supplement market in the country.

Vyas has joined hands with Shirish Upadhyay, a former senior executive of Parag Milk, and nutritionist Dr Ravi Khimani, to launch Nutrisattva. The company’s leadership claims that it will reach out to all age groups through their products. Vyas did not respond to a request for comment sent via Linkedin till the time of filing this article.

In his two decades as the Amul boss, Vyas was instrumental in introducing 40 new products, including probiotic and sugar-free ice cream, and probiotic buttermilk. An alumni of Institute of Rural Management (Anand), he had also contributed immensely to the transformation of Amul from a dairy firm to an fmcg major.

Amul had posted the slowest revenue growth in six years, at 11% to Rs 23,004 crore, last fiscal. In 2013-14 it had recorded 32% growth.

Several established dairy firms have recently launched protein supplements, including whey, which is a high-margin business. While Amul markets its protein range under Amul PRO, Parag Milk Foods sells them under the Avvatar brand.

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