INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD ISSN – 2455-0620 Volume - 3, Issue - 4, Apr - 2017 Available online on – WWW.IJIRMF.COM Page 55 A Study on Drivers of Organizational Structure and Design as Tool to Enhance Organizational Effectiveness: A Case Study of AMUL Mr. BHUMIT SHAH Faculty member, Department of Co-operative Management and Rural Studies, Faculty of commerce, The Maharaja Sayajirao University of Baroda, Gujarat, India Email - bhumit.shah333@gmail.com 1. INTRODUCTION: AMUL “priceless” in Hindi. The brand name “AMUL” from the Sanskrit “AMOOLYA”, (meaning Precious) was suggested by a quality control expert in Anand.] AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. AMUL Organisational structure is playing an important role in Dairy Co-operative Societies. An organization is a social unit or a gathering of individuals organized in a manner that they work for accomplishment of particular objective. Dynamic Structure can improve the working condition of an organization and a poor structure can destroyed all the possibilities of openness, dynamism and choice making. Viability is the degree to which an organization, given certain resources and means, accomplishes its destinations without setting undue strain on its individuals. Another vital part is played by communication among the representatives and the Technology. More an association has the capacity adjust itself to the changing innovation the better will be its efficiencies. AMUL's structure was established on the premise of Co-operative framework (www.amul.coop). AMUL’s growth has been significant in the recent past and it has achieved accolades as Asia’s No. 1 Brand in Dairy Industry. This growth is possible due to its co-existent federal form of structure which enables it to perform its activities in autonomous and independent way. 2. HISTORY OF AMUL: When milk became the symbol of protest just then AMUL was born. It was founded in 1946 as a result of exploitation to farmers and others engaged in similar activities by middlemen. The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946. This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co operative societies and 247 litres of milk and is today better known as AMUL Dairy. Abstract: Organizational Structure can enhance the working state of an association and a poor structure can ruin the potential outcomes of expansion and diversification and even decision making. Another vital part is played by the innovation. More an association has the capacity to adjust itself to the changing innovation the better will be its efficiencies. In the present research paper an attempt has been made to study the importance of the organizational design and structure has been outlined in the setting of AMUL, which is a successful model of Co-operatives in India. The factors related to organizational design were studied conceptually in the context to a co-operative form of organization. It was found in this research study that the design of the basic structure of AMUL is somewhat different as it believes in the federal form of structure each unit is independent of each other, leading to empowerment and organizational effectiveness. In this research study a modest attempt has been made to study and review the role of “Milk Marketing Federation Model” and the Dairy Development Board which acts as a catalyst for the sustainable growth and Development of AMUL. It is a prevalent view that co-operatives are a disappointment, yet AMUL with Co-operative Structure is a fabulous achievement. AMUL has a suitable mix of approach creators, innovation and an emotionally supportive network to the milk makers without exasperating their agro-monetary framework and furrowing back the benefits, by reasonable utilization of men, materials and machines. Key Words: Organizational Structure, Co-operative Structure, Innovation, Agro Monetary