Ace of AcclaimGCMMF - A case study

Case Study - GCMMF | 02

Acer’s lightweight netbooks help increase GCMMF’s (Gujarat Cooperative Milk Marketing Federation) productivity.

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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

2. Challenges:

To help give rural milk producers a greater access to the organised milk-processing sector.

Year of Establishment 1973Members 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)No. of Producer Members 3.18 MillionNo. of Village Societies 16,117Total Milk handling capacity per day 13.67 Million litres per dayMilk Collection (Total - 2011-12) 3.88 Billion litresMilk Collection (Daily Average 2011-12) 10.6 Million litres (peak 13 million)Milk Drying Capacity 647 Mts. per dayCattlefeed Manufacturing Capacity 3690 Mts. per daySales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)

GCMMF - An Overview

2. Challenges:2. Challenges:

GCMMF

Case Study - GCMMF | 03

3. Customer Environment:

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.

Light weight & mobile – This device helped them to reach remote areas and connect with smaller milk producers.

Acer Product used: Aspire One Netbooks

The ConsumerState Co-Op

Milk Mktg. Fed.Dist. Milk

Co-0p UnionVil. Dairy

Co-OpMilk Producer

VILLAGE DAIRY COOPERATIVE SOCIETIES

MEMBER PRODUCER

DISTRICT MILK UNIONS

STATE MILK FEDERATIONS

MARKET

MILK &MILK

PRODUCTS

SALESREVENUE

SALESREVENUE 22 State

Fedns. inIndia

177 DistrictUnions in

India

GCMMF inGujarat

16 DistrictUnions inGujarat

Dividend onShares

Addl.PriceDiff.

Rural HealthSchemes

Vet. & AHServices

Bonus

Money Money

Cattle Feed

Milk

16,117 VDCs in Gujarat

3.18 million in Gujarat

1,44,246VDCs in

India

15.0 million inIndia

Where Acer made the difference

GCMMF

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