Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food marketing organization. It is an apex body of dairy cooperatives in Gujarat which aims to provide remunerative income to farmers and also to serve the interests of consumers by providing quality products at value for money. Amul (Anand Milk-producers Union Limited), established in 1946, is a dairy cooperative movement in India. The brand name Amul, derived from the Sanskrit word Amoolya, means priceless. This was suggested by a quality control expert in Anand. It is a brand managed by an umbrella cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which is today jointly owned by some 2.41 million milk producers in Gujarat, India[1].Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the 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 emerged as a particularly appropriate model for rural development. Amul spurred the White Revolution in India, 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 powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. . Plight of Farmers More than fifty years ago, the life of an average farmer in Kheda district was very similar to that of his counterpart in the rest of India. His income came almost entirely from seasonal crops. Income from dairy buffaloes was unreliable. Milk producers had to travel long distances to deliver their milk to the only dairy, the Polson Dairy in Anand – often the milk would turn sour, especially during the summer season, as producers had to physically transport the milk in individual containers. Private traders and middlemen controlled marketing. and milk distribution system. These intermediaries decided prices and levies from farmers according to the season. Since milk was perishable, farmers were forced to sell it at whatever price they were offered. Often they had to sell cream and ghee at throwaway prices. In this situation, the private trader made a killing. Moreover, the government of the day had granted monopoly rights to Polson Dairy (at that time, Polson was the best known butter brand in the country) to collect milk from Anand and in turn supply it to the city of Bombay (about 400 kilometers away). India ranked nowhere among the world's milk-producing countries in 1946. Keep in mind: this is just a sample. Get a personalized article from our expert writers now. Get a personalized essay. Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later became the Prime Minister of India) and the local farmer, freedom fighter and social worker Tribhovandas Patel, that exploitation by the trader could only be controlled if they marketed their milk themselves. Amul is the result of the realization that they could pool their milk and work cooperatively.