The Gujarat Co-operative Milk Marketing Federation - Milk Sourcing Initiatives*



Case Code : CLCB056
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 07 Pages
Price : Rs. 100

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Key words:

Amul, GCMMF, Gujarat Co-operative Milk Marketing Federation, Amul ERP Online System, AMCUS, Amul Snowcap, Dr. Varghese Kurien and Kaira District Cooperative Milk Producers' Union Limited


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The Gujarat Cooperative Milk Marketing Federation (GCMMF), located in Gujarat, India, collects and processes on an average about 5.9 million liters of milk per day from various dairies across the country. The caselet explains how GCMMF conducts this massive task effectively using the latest Information Technology tools. The various tools they use like the Automatic Milk Collection System Units (AMCUS), Amul ERP Online System, and Geographic Information System (GIS) are discussed in detail.


Large scale sourcing of raw materials on a daily basis
Use of ERP systems for coordinating the sourcing operations
The growth of GCMMF as a cooperative movement

The Gujarat Cooperative Milk Marketing Federation (GCMMF), located in Gujarat, India, was the largest food products marketing organization in the country in 2005. Within a span of 30 years, there was a phenomenal growth in the cooperative. The history of GCMMF can be traced back to the 1970s, when Dr. Varghese Kurien (Dr. Kurien) the man behind the success of GCMMF was general manager of the Kaira District Cooperative Milk Producers' Union Limited, Anand, India.

The Kaira Union successfully eliminated the role of middlemen by marketing the milk themselves...

Questions for Discussion:

1. The purchasing of milk done by Gujarat Cooperative Milk Marketing Federation (GCMMF) is a good example of straight rebuy. Describe the salient features of straight rebuy, with reference to the purchases of GCMMF.

2. In 2004, GCMMF started procuring milk from states outside Gujarat. Identify the benefits which GCMMF expected to obtain from this initiative.