GCMMF's Cooperative Structure


GCMMF's Cooperative Structure
Case Code: BSTR205
Case Length: 15 Pages
Period: 1991-2006
Pub Date: 2006
Teaching Note: Not Available
 Price: Rs.300
Organization: GCMMF, AMUL, NDDB
Industry: Dairy Products
Countries: India
Themes: -
GCMMF's Cooperative Structure
Abstract Case Intro 1 Case Intro 2 Excerpts

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.

Issues

The case is structured to achieve the following teaching objectives

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

Contents

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

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