Title: ICT application in a dairy industry: the e-experience of Amul

Authors: B. Bowonder, B.R. Raghu Prasad, Anup Kotla

Addresses: Tata Management Training Centre, No. 1, Mangaldas Road, Pune 411 001, India. ' Flat No. 412, Sri Laxmi plaza, Zaffar Ali Bagh, Somajiguda, Hyderabad 500 082, Andhra Pradesh, India. ' College of India, Bella Vista, Hyderabad 500 082, India

Abstract: The use of information communication technologies (ICT) in the rural areas of Gujarat by Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMFL) has made the operation of the dairy industry different. While it has always been argued that investments related to ICT made in rural India are not effective, the case of Amul proves that ||where there is a will, there is a way||. Amul has become rural India|s flag bearer in the information technology (IT) revolution. This paper analyses the use of ICT in the dairy industry by the GCMMFL. This system makes it easy for the farmers to get the cash payment as soon as the milk is delivered. The Amul experience indicates that, if properly designed and implemented, the rural poor can benefit from ICT platforms. Customisation of IT platforms for use in rural communities is emerging as a major opportunity for change.

Keywords: information and communications technologies; cooperative movement; village dairy industry; Amul; dairy information system; India; ICT adoption; ICT diffusion; information technology; communications; developing countries; rural population; ICT platform customisation.

DOI: 10.1504/IJSTM.2005.007410

International Journal of Services Technology and Management, 2005 Vol.6 No.3/4/5, pp.241 - 265

Available online: 18 Jul 2005 *

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