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Marketing Report on AMUL Gujarat Co-operative Milk Marketing Federation, Anand

Marketing Report on AMUL Gujarat Co-operative Milk Marketing Federation, Anand


Since the turn of 19th century, Cooperatives have existed as dominant forms of organization in the dairy industry around the world. Sometimes they have played the role of developing infant industry while at other times they have been used to strengthen weak production bases in an environment where market failures tend to be higher for marginal producers. In some other cases, a network of small producers have organized themselves to better market their products. Management of these cooperatives has also led to some interesting managerial insights for managers in emerging as well as developed economies.


Large emerging economies, e.g., India and China, have complexities that range from development of markets (where the largest segment of population is the one which has low purchasing power) to integration of low cost suppliers who are predominantly very small. For firms that aspire to conduct substantial business in such markets, such complexities have to be recognized and then overcome.


      Union or AMUL in India is an example of how to develop a network of firms in order to overcome the complexities of a large yet fragmented market like those in emerging economies by creating value for suppliers as well as the customers. AMUL has led the milk dairy revolution in India that has now emerged as one of the largest milk producers in the world.


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Source: Marketing Report on AMUL Gujarat Co-operative Milk Marketing Federation, Anand

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