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Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)

Author

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  • S. Manikutty

    (Indian Institute of Management Ahmedabad 380 015, India)

Abstract

Gujarat Cooperative Milk Marketing Federation (GCMMF)is a farmers' cooperative in India marketing the dairy products of the milk cooperatives in the State of Gujarat. It has been a successful enterprise, and its flagship brand Amul has become one of the best recognized brand names in India. Due to supply side difficulties thanks to the growth rate in milk procurement hitting a plateau, and intensified competition in the dairy products, GCMMF is considering diversification into processed foods such as juices, jams and sauces, possibly leveraging its name and brand image. The case describes the history of GCMMF, and the characteristics of the dairy as well as the processed foods businesses. The case also describes the organizational parameters of GCMMF to enable an assessment of its strengths and weaknesses. It ends with the question of whether to diversify, and if so, the implications; and if it does not, what it should do about its milk business.

Suggested Citation

  • S. Manikutty, 2002. "Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 6(02), pages 205-239.
    • Handle: RePEc:wsi:acrjxx:v:06:y:2002:i:02:n:s0218927502000233
    DOI: 10.1142/S0218927502000233
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