Indian dairy
sector forms the biggest part of Indian economy and also the largest
milk producer across the globe. Major revenue is earned through this
sector in India. It is because of the underlying fact that the entire
rural population, which contributes to over half of the total Indian
population, drives the dairy sector in India. It is only because of
the farmers that the dairy industry has been blooming exponentially.
If the farmers all over the country are brought together on a single
platform, the Indian dairy industry will surpass all other giants
around the world. It is a big challenge to bring about such
transformation and maybe next to impossible. But beginning is half
done. Amul, the biggest dairy industry in India has, in association
with Prompt Group, has taken up this initiative to make this dream
come true through common software system that has already been
running quite successfully in Gujarat.
In an
interview with Mr. R S Sodhi, the Managing Director of Amul, he said
that the biggest initiative of this era is the digitalization of
villages at society level. As a part of that, AMCS includes 36
lakh farmers all over Gujarat digitally on large scale. The dairy
industry works on C2C (Cow To Consumer) process, that is, milk being
the fundamental ingredient from which numerous products are produced
that reach to consumers in the end. Amul had two key concerns,
- First, how to include milk producer in this process and
- Second, how to benefit them with digital technology
The milk
procurement process is run by three major stakeholders, farmers, milk
cooperative societies and milk unions. To connect and all of them in
a single platform and bring about transparency, AMCS provides various
mechanisms.
Farmers IoT
A farmer is
provided with Farmers App that enables him to keep track of his
entire business. It shows him how much quantity of milk he is giving
to the milk society in morning and evening, what is the amount of fat
and SNF, how much he was paid, amount credited in his account,
complete passbook of his bank account, compare how much milk he gave
last month/ year, how much fat SNF was there and how much cattle feed
did he buy from milk society. It gives full information of
transactions with milk societies imparting easy business management.
“Our
objective is to reach out to all 18,000 village cooperative societies
through this app. It will enable us to link farmers and his village
to a product made out of his milk being sold anywhere in India.”,
as quoted by Sodhi. Thus, Prompt automatic milk collection software is an extremely
significant project in Cow to Consumer process.
Access to
Centralized Data
Peculiarity
of this project is that there exists just one AMCS software in entire
Gujarat. A centralized data management system is maintained at one
place for data analysis, milk production estimation in any district
or village or route, to identify and analyze milk production
variation based on seasonal and climatic conditions and for future
milk production estimations. Earlier, officials had to commute and
visit each and every village to meet farmers to discuss about their
concerns and solve them. But now, thanks to Prompt AMCS project, they
can monitor, all activities going on in any district or village
sitting at one place and based on that, take necessary actions. They
can also manage and respond to farmers’ complaints and issues
centrally.
Cashless
Society
One salient
and eminent feature that Prompt AMCS offers is Cashless Society.
Previously, payments to farmers were made on weekly or bimonthly
basis. Owing to Digital India initiative, it will become easy to
deposit money directly into farmers’ accounts as they will be
automatically linked to milk society’s bank account. Besides,
farmers will receive instant notifications whenever payment is
credited in their accounts. Hence, AMCS project stands extremely
important for all these activities in coming days. A milk producer,
basically a farmer, can keep track of his business and all the
essential information useful for future decision making, altogether
proving to be favorable.
The
beneficiaries of this project will be all the stakeholders like
farmers, district union officers and the federation. Apart from this,
the whole system will become transparent. RS Sodhi, while
congratulating the entire team including members of milk societies
for their invaluable contribution, district union officials for
supporting this initiative wholeheartedly and Prompt Group for taking
up this project, implementing and making it possible, expressed his
wish that the Prompt AMCS reaches out to all the milk societies all
over Gujarat.
There’s
no doubt that Prompt AMCS project has brought in digital transformation
throughout many villages in Gujarat. The mindset of people is
changing and so is the nation. India is on its way to bridge the gap
and become a developed nation. And with the help of Prompt AMCS
project, it will turn possible to what seemed to be next to
impossible on the surface.
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