Abstract

This report discusses the evolution of a few innovative processes that have centered on agricultural and allied activities in rural India. It discusses at length the evolution and structure of the Amul pattern of cooperative farming, ITC e-Choupal and Parry IndiaAgriline - three important innovations that have brought the rural economy closer to its target markets, also releasing its capacity for overall development.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the role that structured organizations can play in filling gaps left by the existing institutions through effective distribution management.
• Understand and examine the dynamics of the traditional rural economy and the factors that made it inefficient and exploitative.
• Appreciate the importance of transparency and systematic knowledge sharing for sectoral growth.
• Discuss in detail the advantages of cooperative societies and how they could enable micro-enterprises to realize their potential.
• Understand and evaluate how the internet and IT add value to any business process, thereby increasing profitability.

Keywords

AMUL, Cooperative Movement, ITC e-Choupal, Parry IndiaAgriline, Gujarat Cooperative Milk Marketing Federation, GCMMF, Cooperative Framing, E-Commerce in Rural India, NDDB, Operation Flood, Plantersnet, Aquachoupal, EID Parry, Microcredit, n-Logue Technologies, corDECT Wireless Access Technology