GCMMF's Cooperative Structure


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : BSTR205 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 15 Pages
Period : 1991-2006
Organization : GCMMF, AMUL, NDDB
Pub Date : 2006
Teaching Note : Not Available
Countries : India
Industry : Dairy Products

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:

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:

  Page No.
End of an Era 1
Background Note 2
The Anand Pattern 3
GCMMF's Organizaton Structure 5
The NDDB-GCMMF Tussle 6
The Road Ahead 8
Exhibits 10

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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