The Location Advantage

MARKET SIZE:

₹30,000 CRORE IN 2021

₹1 LAKH CRORE BY 2029

30% CAGR

Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets the Amul range of dairy products, was in a fix when the Centre announced the lockdown last year. While demand for dairy products surged, there were no takers for its frozen products. That’s when GCMMF decided to use the frozen products supply chain for transporting dairy products. “We have over 3.6 million farmers, 18,700 societies, 5,000 milk tankers going to 200 chilling stations, apart from 62 branches, 10,000 distributors and one million retailers. I knew what was happening at every point, where were tankers being stopped, in which village milk had not been collected and in which market our tankers could not go,” says R.S. Sodhi, Managing Director, GCMMF.

Sodhi could accomplish this seemingly impossible feat with the help of Location Based Technology or Geographic Information Systems (GIS). This refers