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Gopaljee : transforming traditional supply chains

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case study on gopaljee companies

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Gopaljee : transforming traditional supply chains

  1. 1. GOPALJEE: TRANSFORMING TRADITIONAL SUPPLY CHAINS JIJI RAJU No. : 21 S3 MBA CETSOM
  2. 2. ABOUTTHE COMPANY • Inspired from Pioneer efforts of GCMMF known for Amul. 1989 • First plant in siyana, UP • Name- Milan Diary Foods Pvt ltd. 1994 • 500 village-level societies & 2 chilling centres. • 2 lakh litres of milk per day 1998 • 4 milk processing plants • 4,500 village-level societies & 1 million litres of milk per day
  3. 3. Contd… • The company is known for the quality of its products • Become a household name in the Northern India. • Direct procurement from the milk producers. • Meets both international and national standards to delight the customers. • Run by Gopaljee family and made a powerful brand image. • Extend business to food retail through food outlets.
  4. 4. Contd. Simple processing in Gopaljee Products  Bread spreads  Milk Drinks  Powder Milk  Fresh Milk  Cheese  Chocolate
  5. 5. Contd…
  6. 6. AJourney of Gopaljee Milk from Farmer to Consumer
  7. 7. Solo Taxonomy • Pre structural Benchmark, remote locations, indigenous root, diary products, Fragmentation. • Uni structural Quality products, meeting standards, facilities, on time delivery. • Multi structural Training, customer delight, fund flow, responsive, direct procurement, supply chain surplus. • Relational Brand image, line extension, supply chain strategy, sustainable supply chain, competitive strategy, collaborative partnership, village level centres. • Out of box Reduction in cost, unite we stand divide we fall.
  8. 8. VALUEADDITION  TQM implementation gives better quality products.
  9. 9. Questions 1. How can Gopaljee supply and distribution model be extended to other business lines in the Indian and South Asian context?  Indian and south Asian context – micro level operations are done mostly in agri & agro based industries.  Gopaljee – small scale distribution and supply model.  Milk- base product so distribution and supply starts with farmers.  No middle man
  10. 10. Contd.  This supply and distribution channel can be used in agro and agri based industries.  Industries using milk related products, Fisheries, industries which uses by products of farming.
  11. 11. 2. Which socioeconomic features of South Asian societies can be identified as the foundations for building sustainable supply chains?  Family Unity : Examples are TATA, Ambani, Kalyan, Alukkas group etc.  Systematic supply chain linking family members.  Culture : certain group to do only specific set of jobs. (Blacksmith, gold workers etc.)  Economic factors : difficult to change the following SC, Strategic alliance between companies.  Strategic Alliance- agreement among firms to share resources to achieve a mutually beneficial objective.
  12. 12. 3. How can the existing distribution channels in the South Asian region be transformed to maximize the value delivered to the customer?  Customer Supplier Relationship Management  Treating suppliers as partners  Stronger CSRM More efficient SC  Reduced number of intermediaries  Quality products  International benchmarking  International standards
  13. 13. 4. How can such indigenously developed SCM models integrate with and expand into global supply chain ?  Efficient SC Competitive advantage  For transforming into global SC the current SC should be flawless and efficient.  Intermediaries = reduced / zero  International benchmarking.

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