Management Efficiency Peculiarities of Multipurpose Cooperatives in India: Synthesis of a Successful Case

Abstract

[The study evaluates the performance of Deogad Mango Growers’ Co-operative Sale Purchase Society (DMGSS), which is located in Sindhudurg district of Maharashtra of India. The evaluation of DMGSS has revealed several reasons for its efficient functioning. The major reasons that weighed in favour of the functioning of the society were timely delivery of inputs to the farmer members, reasonable rates of fertilizer, remunerative prices for the farmers’ produce, fair weighing practices followed by the society, provision of finances to the members for meeting expenses towards electricity bill, labour payment, purchase of land, illness, marriage, etc. In addition to these reasons, the existence of interest-cum-entrepreneurial groups in extending dedicated and efficient leadership was the main factor that weighed in favour of efficient functioning of the society. The DMGSS has shown autonomy/independence in its functioning and shows, by and large, perfect knowledge about the market forces and its business activities in accordance to the market situation. The roles of various members, non-members, employees, board, higher-tier bodies and outside suppliers and their influence in this respect are quite high in this case of DMGSS. The DMGSS is also able to generate allies for lobbing to safeguard as well as promoting its own interests and the interests of its members. The functional dimensions of DMGSS clearly underscore the fact that marketing management efficiency of the society is very high due to several positive features associated with it. It is quite successful not only at farm level in terms of payment of farmers’ produce and input delivery and guidance to farmers about package of practices but also with respect to final disposal of produce at the consumer point at remunerative rates due to efficient management practices followed by it.