Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food marketing organisation. It is an apex body of state level dairy cooperatives in Gujarat which aims to provide remunerative returns to farmers and also to serve the interests of consumers by providing quality products with good value for money Amul (Anand Milk-producers Union Limited) , formed in 1946, is a dairy cooperative movement in India. The brand name Amul, which comes from the Sanskrit word Amoolya, means priceless. It was suggested by a QA expert to Anand. It is a brand managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by approximately 2.41 million milk farmers in Gujarat, India[1] . Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay It is based in the city of Anand, Gujarat, and has been a great example of the success of a long-term cooperative organization. The Amul model has established itself as a particularly appropriate model for rural development. Amul spurred India's White Revolution, which made India the largest producer of milk and dairy products in the world. It is also the largest vegetarian cheese brand in the world [2]. Amul's product range includes milk powder, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. . Situation of farmers Over fifty years ago, the life of an average farmer in Kheda district was very similar to that of his counterpart elsewhere in India. His income was derived almost entirely from seasonal crops. Income from dairy buffalo was unreliable. Dairy farmers had to travel long distances to deliver milk to the only dairy, Polson Dairy in Anand – the milk often turned sour, especially in the summer season, as farmers had to physically transport the milk in individual containers. Private traders and middlemen controlled the marketing. and milk distribution system. These intermediaries decided the prices and the seasonal harvest by the farmers. Since milk is perishable, farmers were forced to sell it for whatever they were offered. They often had to sell cream and ghee at throwaway prices. In this situation, the private trader has made a fortune. Furthermore, the government at that time had granted monopoly rights to Polson Dairy (Polson was the best-known brand of butter in the country at that time) to collect milk from Anand and supply it in turn to the city of Bombay (about 400 kilometers away). In 1946 India ranked nowhere among the milk producing countries in the world. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Gradually, farmers became aware with the inspiration of the then nationalist leaders Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later became the first minister of India) and local farmer, freedom fighter and social worker Tribhovandas Patel, that exploitation by the trader could only be controlled if they marketed the milk themselves. Amul was the result of the realization that they could pool their milk and work as a cooperative