Abstract

The case explains the organization structure of the Gujarat Cooperative Milk Marketing Federation (GCMMF) which marketed its products under the brand name 'AMUL'. Also known as Anand Pattern, the cooperative structure had three-tiers including Village Cooperative Society, District Dairy Union and State Federation. The case also examines the formation of National Dairy Development Board (NDDB) in 1965, with an aim to establish a network of multi-tier cooperative societies and highlights its achievements over the decades. By early 2000, a tussle emerged between GCMMF and NDDB challenging each other in several markets in India. The case examines the implications of this tussle and how it may affect the dairy cooperative movement in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the organization structure of GCMMF
• Study the Cooperative movement in India
• Analyze the Anand Pattern and its application in other districts
• Discuss the implications of the tussle between GCMMF and NDDB.

Keywords

GCMMF, AMUL, NDDB, Verghese Kurien, Anand Pattern, Organization Structure, Village Cooperative Society, District Dairy Union, State Federation, National Milk Grid, Cooperative Movement in India, Amrita Patel, Operation Flood