Gujarat Co-Operative Milk

Marketing Federation
Limited(GCMMF)

Presented By:
Meera
Lalakiya(147500592054)
Tinaz
Cooper(147500592019)

Guided By:
Mr. Riddhish Joshi

Historical Background of GCMMF

Milk was procure from farmers by private milk contractors

and by a private company namely Polsons Dairy in Anand
district. It was a monopoly dairy to the maximum farmers.

Dr. Verghese Kurien who had just completed its dairy

engineering from USA and came to INDIA and was posted in
Government of India at the dairy research institute at
Anand.

Dr. Kurien who was involved in Kaira district co-operative

milk producers Uinion Ltd. (KDCMPUL) which grew very
rapidly by providing technical assistance in repairing,
maintaining and ordering new equipment's. So that farmers
co-operative and their running business become efficient.

The co-operatives were not just Run by a separate

bureaucracy with its own vest interest, they were charged
by there own decision.

Farmers were given progressively services such as

The structure of Anand pattern

STATE MARKETING FEDERATION
All dairies in a State (GCMMF in Gujarat) 22 State
federations in India.
District Milk Processing Unions
Every district in the State 12 district unions in Gujarat
170 Unions all over India.

Village Cooperative Societies

All village in a district 72,774 village in India.
Milk producers
All milk producers in a village 2.1 million in Gujarat
9.31 million in India.

Objectives and Business philosophy of

GCMMF
The Main Objective..
Carrying out activates for the economic
development of agriculturist by efficiently
organizing marketing of milk and dairy products,
veterinary medicines, vaccines and other animal
health products, agriculture produce in raw or
process form and other allied produce.
This was done through.
Common branding
Centralised marketing
Centralised quality control
Centralised purchases

Organization structure of GCMMF

Diversification moves by GCMMF

Main products

Yea
r

Products(Related diversification)

197
0

cheddar cheese

198
3

cheese spread, Amul shrikhand, Amulya(whitener)

199
0

Amul mithaimade, Amul lite(low cholestrol butter),

Icecream

DIVERSIFICATI
199 pizza chesse, cheese
slice, chesse powder, malai
6
paneer, gulab jamun mix, buttermilk,
nutramul,
ON
year chocolate
Products(Unrelated diversification)
???

1988
1990

edible oil(dhara)
fruit base product(mango drink, tomato ketchup,
mixed fruit jam)(safal)

Competition in different products

Liquid milk

Butter & cheese

ITC

Fruit base product

HLL(quality walls), Vadilal

Oil

local halwai, HLL, Nestle

Ice-cream

Britannia

Sweet

Private dairy, Contractor

HLL

Chocolate

Cadbury, Heinz

Advertisement and Promotion by GCMMF

Memorable slogans
Advertisement :Hording base on current
and new theme(DaCunha Associates)
Ice cream-emphasized on vegetarian,
pure, non gelatin
Television program:
Surbhi on durdarshan
Amul india show on star plus
Film-manthan, sardar
Tv camp for diff prod

GCMMF and its Programme for

management of change

The Government of India liberalized its dairy

sector in
1991, making it possible for private
players to enter this industry
Total Quality Management or TQM
GCMMFs Management of Change (MOC) was
launched in six areas

Growth of GCMMF

GCMMF in the year 2000

The new Millennium presented GCMMF

with new opportunities as well as
uncertainties.
GCMMF entered into an alliance with
Kanan Dairy Products.
It entered into E-commerce.
GCMMF opportunities are abounded.
Improved in per capita income and living
standards.
Highly inefficient food logistics and
distribution system.

Continue

The Indian food chain was also poor.

This was a situation GCMMF was familiar
with: a wasteful production system and
poor prices paid to farmers.
The competitors such as Hindustan Lever
and Nestl were formidable.
Many of the private sector companies did
not pay taxes and not even pay for
electricity
Dr. Kurien said GCMMFs strength is in its
integrity. It is the honest man you cannot

THANK YOU!!!