For Infrastructure organization

Presenter: Manish Arora MBA (AB),2nd Year IABM, Bikaner

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Objective
To understand the current state of production, value addition and consumption of Kinnow, Oranges and Aonla To identify and assess existing processing infrastructure for fruit produces and gap analysis To identify problem faced by grower, entrepreneurs etc. at each stage of value addition To identify strategies and approach to minimize waste and encouraging value additional at each stage

22

Project Methodology
Primary data 1. Scientist 2. Agriculture officer 3. Farmer, wholesaler, Retailer SecondaR y Data WEB portals, RCCI, RICCO, PANT Krishi Bhawan, Udyog Bhawan, KVK

Sample
Districts, Major Mandies
Villages
Farmers

Total number

Method of Selection
Major producing Area and Mandi. Major producing area.

4,4
8

30

Snowball & Judgmental

Randomly

Retailers

24

Wholesalers Professors
RICCO OFFICE, Packing unit, cold storage RCCI office Jaipur, Udyog bhawan, directorate of horticulture

20 4

Purposely specialization.

4,4,5
1In each
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Current state of Production

Per cent share of fruit production in Rajasthan in 2009-10
oragne kinnow mango guava aonla others

2.50% 4% 16%

16%

33.30%

28.70%

source Directorate of horticulture, Pant krishi bhawan, Jaipur

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Availability of Fruit In Mandi and their Production belt

Fruits Jaipur Alwar Ajmer Chittor garh Hanuma Kota ngarh Jhalawar Sri Ganganagar Jodhp ur

Aonla
Orange

Kinnow

Fruits Aonla Orange Kinnow

Jan

Feb

Mar

Apr

To July Aug - Sept

Oct

Nov

Dec

5
5

Area & Production

9
180 160

Area (000 hectare)

7 6 5 4 3 2 1 0

Production (000 MT)

140 120 100 80 60 40 20 0

Amla Kinnow Orange

Year

year

66

Value Chain Gap

40 paisa

RS -1

25-35%

5-10%

77

Share & Distribution of Kinnow

Percentage share of Kinnow in Rajasthan 0.2% 11.5% Kinnow distribution in Sri Ganganagar region
30 25

2008-09
Production ( %)

20 15

88.30%

25
10
5

20 15 15 10 5 10

Sri Ganganagar Hanumangarh

0

others

Source: DOH,Jaipur Source: Sri Ganganagar mandi

88

Post Harvest Management

Post harvest treatment of Kinnow in Sriganganagar
80 70 60

Grading of Kinnow in Sri Ganganagar Region

Undersiz e fruit 10%

70 60

Farmer i(%)

50 40 30 20 10 0

20 5
waxing packing cold store Processing

large Size 50% Medium size 40%

99

Trade of Kinnow
Percentage of Kinnow coming in Sri Gaganagar Mandi
25% 10%
90%

Kinnow Coming in Sri Ganganagar Mandi

10%

65%

In loose form

In packaging form
10 10

Punjab

Haryana

Rajasthan

Marketing of Kinnow
Selling of Kinnow to different value chain by farmer in study area

20%

pre-harvest contractor wholesaler on farm

20%

in mandi

60%

11 11

Production of Aonla in Rajasthan

2008-09
23.5% 40%

21.5% 5.9%

8.9%

Jaipur

Hanumangarh

Alwar

Chittorgarh

others
12 12

Share of Orange
Share of orange of Rajasthan in India 2009-10
Per cent share of Orange Production in Rajasthan (2009-10)
1.60% 1.90%

Jhalawar

bhilwara
21.4% 6.50% 39.60%

others

32.50%

96.50%

Maharastra Rajasthan

Madhya pradesh otehrs

13 13

Shelf life Of Orange

Life of orange through various application in study area
70

60 days

60

50

In cold storage with proper packing,sorting

40 Days

40

In Cold storage without proper packing, sorting If waxed

30

20

No treatment
12 Days 5 Days

10

0 Practices In cold storage with proper packing,sorting In Cold storage without proper packing, sorting If waxed No treatment

14 14

Risk & Contract Price Decision

15 14

13
12 11 10 9 8 7 6

10
9
AGE (Year 5-10) AGE(Year 10-15) AGE (15-30)

6
5.5

6.5
6 5.5

7
6.5 6

7
6.5 6

8
7.5 7

8.5
8 7.5 8 8

8.5

5 4
3

15 15

Infrastructure Available In Rajasthan for fruit crops

Fruit Market linkages
Food AEZ MANDIS Proce Cold park ssing storage s unit
Kinnow Y Y N N Y Y N N N N

Export potential
% of India production

30-35% 9-10%

Medium

Orange

Low

Aonla

high

medium

Source: Annual Report of NHM (2009)

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Cold Storages in Rajasthan

Private Co-operative public

1. Traditional system for cooling & insulation.

1% 8%

2. Storage time maximum 40 day. 3. Very far from mandi and no packaging and grading facility
91%

4. Charging RS 15-18 Per month for oranges box

source Rajasthan Chamber of Commerce and industry

17 17

Marketing channel for Kinnow, orange, Aonla

Marketing channel- 1 Producer Marketing channel -2 Producer Marketing channel -3 Producer Marketing channel -4 Producer

Retailer

Commission agent Retailer

Post Harvest Contractor

Commission agent

Consumer

Commission agent

Wholesaler

Consumer

Retailer Consumer

Retailer v v Consumer Sri Ganganagar 18 ( fatehsingh wala) 18 And in Jhalawar Bhawani mandi

In study area not found

In Jaipur

Sadulshahar in Ganganagar & Intergraph in Hanumangarh

Wastages occur in the value chain of Orange

Farm Picking Transport to the mandi
LOSS -1-2%

Transport to processing plant

Poor handling Practice & Improper Transportation- 5-6 %

washing Drying Sorting grading Packaging

Due to the undersize fruit - 10-12% Due to poor quality of Wax & picking system -5-6% unskilled labor - 5-6 %
weighing Cold store Transport through truck Reaches to retail outlet Consumer

Due to traditional system of cooling system -5%

19 19

Wastages Occur in the value chain of Kinnow

A Grade (60-80%) loss (10-12%) Distant market Rajasthan (25-30%)

Farm

Sorting/ Grading

B Grade ( 20-40%)

wastages 5-8 %

loss 5-7%

C grade ( 10-20%)

loss 10-15%

loss-7-9%

Local Mandi
%

Outside the state (60-80%)

20 20

Loss 10-15%

Strategy & Approach for Waste reduction and Value Addition.

1. Competitive strategy
Cost leadership Differentiation focus Market oriented approach

2. Rythu bazaar

21 21

Contd.
Demand stock
Use in a processing unit And Store & export

Kinnow

Pull

Push

NOVDec.

JanFeb

Jan

Orange

Pull mar ch

Feb

Push

store

Sell It in later
22 22

Gap analysis
Processing unit:
Finance problem( Need help of Electricity & Subsidy). Required effective market Information. Lack of cold storage facility. Lack of awareness about branding. Seasonal Not using good quality wax. Packaging material is expensive. Seasonal in nature CFB and Wooden box. Waxing charges 80 Paisa Packing charges RS 20-25/kg

Packing and Grading unit

23 23

Suggestion
1.
Provide Infrastructure like Rythu bazaar with cold storage facility and packaging and grading unit. 2. Provide structure like Food net in Uganda For good better information flow 3. Processing unit should be on the demand base For this market study and consumer behavior analysis is must require.
2 24 5

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Visit Area

Jaipur ( Pant krishi bhawan, directorate of horticulture, Terminal market, Aonla) Jhalawar ( KVK, Horticulture College, Aklera, jhalrapatan, bhawani mandi for orange) Kota ( Ricco area, kvk hortuclture Research institute)

20 Days 5Days
Start day

3 Days 5 Days 4 Days 16 Days

Duration (days)

Sri Ganganagar ( kinnow survey)

Hanumangarh ( kinnow and aonla)

Jaipur (cold storage , packing and grading unit, report writing, presentation)

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