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GCMMF - A case study
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GCMMF
Acer’s lightweight netbooks help increase GCMMF’s
(Gujarat Cooperative Milk Marketing Federation) productivity.
1. Client Overview:
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with an
annual turnover of Rs. 11,668 Crores (US $2.5 Billion, 2011-12).
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative
returns to the farmers and also serve the interest of consumers by providing quality products that are value for money. Its success has
not only been emulated in India but serves as a model for the rest of the world.
The Amul Model
The Amul Model of dairy development is a three-tiered structure where the dairy cooperative societies at the village level are
federated under a milk union at the district level and a federation of member unions at the state level.
• Eliminating middle-men, a direct linkage between milk producers and consumers is established
• Milk Producers (farmers) control procurement, processing and marketing
• It is professionally managed
GCMMF - An Overview
Year of Establishment
Members
1973
17 District Cooperative Milk Producers' Unions
(16 Members & 1 Nominal Members)
No. of Producer Members
3.18 Million
No. of Village Societies
16,117
Total Milk handling capacity per day
13.67 Million litres per day
Milk Collection (Total - 2011-12)
3.88 Billion litres
Milk Collection (Daily Average 2011-12) 10.6 Million litres (peak 13 million)
Milk Drying Capacity
647 Mts. per day
Cattlefeed Manufacturing Capacity
3690 Mts. per day
Sales Turnover -(2011-12)
Rs. 11668 Crores (US $2.5 Billion)
2. Challenges:
To help give rural milk producers a greater access to the organised milk-processing sector.
Case Study - GCMMF | 02
3. Customer Environment:
MARKET
SALES
REVENUE
GCMMF in
Gujarat
GCMMF
SALES
REVENUE
STATE MILK FEDERATIONS
22 State
Fedns. in
India
MILK &
MILK
PRODUCTS
16 District
Unions in
Gujarat
Addl.
Price
Diff.
Bonus
Dividend on
Shares
Cattle Feed
Rural Health
Schemes
DISTRICT MILK UNIONS
Money
Milk
Money
Vet. & AH
Services
1,44,246
VDCs in
India
VILLAGE DAIRY COOPERATIVE SOCIETIES
16,117 VDCs
in Gujarat
3.18 million
in Gujarat
177 District
Unions in
India
15.0 million in
India
MEMBER PRODUCER
Acer Product used: Aspire One Netbooks
4. Acer Solution:
The Aspire One Netbooks proved to be a boon for GCMMF. The process of checking the quality of milk and maintaining data from various collection centers
spread across remote locations of the state became easier and accessible for the inspectors. They have found the Acer Aspire Netbook to be a powerful tool
to check all 8 quality parameters of milk on a real time basis continuously through all day, thus speeding up the entire collection process. Also, the rural milk
producers got greater access to the organised milk-processing sector along with a reference point for examining the consistency and the quality of milk
among various farmers, with the help of accurate data collection.
5. Benefits:
Real time Connectivity/Timesaver – Their productivity increased as quality testing happened on a real-time basis and historical data was readily
available for comparison.
Milk Producer
Vil. Dairy
Co-Op
Dist. Milk
Co-0p Union
State Co-Op
Milk Mktg. Fed.
The Consumer
Where Acer made
the difference
Light weight & mobile – This device helped them to reach remote areas and connect with smaller milk producers.
Case Study - GCMMF | 03
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