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

The use of Information Communication Technologies (ICT) in rural areas of Gujarat by 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 IT revolution. This paper analyses the use of ICT in the dairy industry by the Gujarat Cooperative Milk Marketing Federation Ltd. The 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. Customization of IT platforms for use in rural communities is emerging as a major opportunity for change.