Samir Behl

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Samir Behl

European Diamond Advisory Council


Regional President, Amway, Europe, Africa & India


  • President, General Mills, Asia Pacific
  • Vice President, international marketing, General Mills
  • President, Godrej Pillsbury, India
  • Board Director, Häagen-Dazs, Japan
  • Director, marketing and sales, Kellogg Australia & India
  • marketing and sales, Unilever


  • Mechanical engineering, Indian Institute of Technology, New Delhi
  • MBA, consumer marketing, Indian Institute of Management, Ahmedabad.


Samir Behl joined Amway in 2011 as the regional president for Europe, Africa and India. Most recently, Behl was president of General Mills in the Asia Pacific region, with direct responsibility for all of the company’s brands and businesses.

Behl works closely with Amway affiliate leaders to drive continued strategic growth and business performance in the region. He is a member of Amway’s executive staff, the company’s top advisory team to the Office of the Chief Executive, Amway Chairman Steve Van Andel and President Doug DeVos.

Before joining Amway, Behl spent 30 years in leading top-tier consumer packaged goods companies, including General Mills/Pillsbury, Kellogg and Unilever. His experience includes regional and corporate roles in sales and marketing in Asia and North America.

At General Mills, Behl also served as vice president of international marketing, developing marketing strategies for the General Mills global brands in international markets. He joined General Mills in 1995 as president of Godrej Pillsbury, India. Behl previously served on the board of directors of Häagen-Dazs Japan, a joint venture of General Mills with Suntory.

Previously, Behl worked at Kellogg Australia and India as director of marketing and sales, as well as at Unilever in marketing and sales positions.

Born and raised in India, Behl attended the Indian Institute of Technology, New Delhi, where he earned his undergraduate degree in mechanical engineering. He also earned an MBA with a major in consumer marketing from the Indian Institute of Management in Ahmedabad.

Behl is based in Germany.