TRADITIONAL SUPPLY CHAINS
No. : 21
• Inspired from Pioneer efforts of GCMMF known for Amul.
• First plant in siyana, UP
• Name- Milan Diary Foods Pvt ltd.
• 500 village-level societies & 2 chilling centres.
• 2 lakh litres of milk per day
• 4 milk processing plants
• 4,500 village-level societies & 1 million litres
of milk per day
• 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
• Run by Gopaljee family and made a powerful brand image.
• Extend business to food retail through food outlets.
AJourney of Gopaljee Milk from Farmer to Consumer
• Pre structural
Benchmark, remote locations, indigenous root, diary products,
• Uni structural
Quality products, meeting standards, facilities, on time delivery.
• Multi structural
Training, customer delight, fund flow, responsive, direct
procurement, supply chain surplus.
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.
1. How can Gopaljee supply and distribution model be
extended to other business lines in the Indian and South
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
No middle man
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.
2. Which socioeconomic features of South Asian societies
can be identified as the foundations for building sustainable
Family Unity : Examples are TATA, Ambani, Kalyan, Alukkas
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.
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
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