It is best known as the architect of India’s ‘white revolution’ and is credited for

making the country the largest producer of milk and milk products. But the road to
this was not at all easy for Gujarat Cooperative Milk Marketing Federation (GCMMF),
known for its dairy products brand Amul, it waded through many troubles and
leveraged the power of IT to make a mark for itself.

It all started with only 2 village dairy co-operative societies and 247 liters of milk. But
today, with more than 15 mn milk producers, 1,44,246 dairy cooperative societies,
177 district co-operative unions, and 22 state marketing federations, the company
has proved its mettle.

Before evaluating each solution by different vendors, GCMMF team decided to lay
down some parameters which helped them to select the best solution. Following
were some of the parameters used while evaluating the strategy-

 Selection of vendor having strong knowledge of dairy operations and success

stories
 Experience in successfully executing complex and mission critical projects
 Leverage best practices
 Functional coverage and integration of solution with member unions
 Scalability
 Shorter time to deploy but longer life
 Quick return of investment-low initial investment
After screening various solutions, the management identified that the best possible process was
defined within the complete suite of SAP solution. It gave them a complete view of its supply chain
and helped to tightly integrate various functions and processes, including sales and distribution.

“IBM helped us implement SAP ERP system. This system enabled us to have a complete view of our
supply chain, have tight integration between GCMMF and our district unions. The system also gave
us a view of the sale of our products to our distributors across the country,” says R S Sodhi,
managing director, GCMMF, Anand.

Amul also implemented the business intelligence system which provided it a view of movement of all
its products across the country. Using this system, various reports were generated which enabled it
understand the demand pattern of all the products across the market place.

To achieve the objective of C2C (cow to consumers), Amul had 5 initiatives in their roadmap, which
were-ERP implementation for GCMMF, ERP implementation for member unions, a uniform
automated milk collection system in all 16,000+ village societies in the Amul family, a distributor
manage solution, and a retail management solution for Amul preferred outlets (APO).