HYDROPONICS

Agriculture of Tomorrow

(Agri-Business)
-rajini.gutti@cmcltd.com
IT Manager
CMC Ltd
Need
 With cities growing everywhere, Thousand acres of land is lost
at alarming rate resulting in more hunger around the world
 Hence in the Limited Land available ,to increase the production
and productivity ,INNOVATIVE technologies need to be
adopted
 Innovations should be skill intensive, high value adding, less
space demanding and enabling to work under congenial
environments.
 Should be Production come Profit Oriented
 Employment generating

HYDROPONICS is risk reducing and dependable source of living

in agricultural sector
Business Plan
 Summary
 Introduction
 Objective
 Products
 Elements to be showcased
 Benefits
 Market analysis
 Strategy & Implementation
 Key Issues
 Competitive Edge

 CASE STUDY – EURO FRESH FARMS

Summary
Introduction
 The office working environment is becoming more competitive and
stressful with the society we are in. While most of us pursue greater
career for a higher positions in a company, there are also many who
dream to have a stress-free life and a relaxing set-up like that of the
home and enjoying gardening. Hydroponics business poses a great
venture with the high demand for a more healthy living through natural
and quality produce.
 Hydroponics is the agricultural system that makes use of no soil for the
planting. The plants are supported through nutrient solution introduced
to the plants.
Objective:
 The objective of this project is to establish an intensive farm, producing
high-quality produce for both the national and international market year
round.
 To produce high quality, nutritional, and flavorful vegetables and
flowers for consumption in both local and international markets.
 To Provide employment opportunities to People
 Use & Recycle Fresh Water
 High pesticide free Yields
Products:
 Hydroponics is ideal for growing wide range of plant species especially
fruit bearing crops, such as tomatoes, cucumbers, and peppers, leafy
crops like lettuces, cabbage, herbs and flowering plants.
 Hydro-Farm Products
 Hydroponics Equipment and Nutrients – Hydroponics Tunnels
Summary – Elements to be
showcased


Minimum Land Use
High Yields in small Land
 Minimal use of water
 Used water can be Recycled and used
 No Water Run off avoids pollution
 Cost of Production is less over conventional methods
 Can provide freshly picked produce to clients thus attracting loyalty.
 Can be washed/cleaned/sorted/graded and packed right at source.
 Reduces Carbon Emissions by burning lesser fuel.
 Continuous production throughout the year with least downtimes.
 Have control over prices.
 Effects of weather conditions minimal
 Non-messy process. No soil required
 Pesticide Free
 Pest and Disease free
 Low maintenance costs
 Multi-Crop facility for certain FFV’s (Fresh Fruits and Vegetables)
 Can Grow Organic and Inorganic Vegetables, Fruits and Herbs
 Reduces trucking distances thus cutting costs tremendously.
 Is non-messy, clean agriculture and appeals to the modern generation
Benefits
 Creates a World class Hi-tech Agri-Business
 Opportunities of Employment and Revenue generation
 Opportunities for producing export oriented products
 Show case for Hi-tech agriculture in the country
 Business opportunities for all agri-business industries
 Maximized service to the common man at an affordable price
 Exhibits best technology and production process
 Helps promoting new concepts
 Evokes a feeling of trust and confidence on TATA Brand
to a Common man
Market Analysis
Market Analysis
 Due to various advantages over open field agriculture, hydroponics is more popular
in some countries like Canada, especially in commercial production of vegetables.

 Like any other type of businesses, customers are the core of the business. Value the
customers especially when we offer more than a single product in hydroponics
business.

 Targeted Customers:
Land Lords
Small Farmers
FFV Exporters ((Fresh Fruits/Flowers and Vegetables)
Hotel Chains
Processed Food Industries
Herbal Medicine and cosmetics industry
Indian Railways
Corporate Hospitals
Fast Food chains
Retail Chains
Indian Defense Forces
Private individuals
Strategy &
Implementation
The strategy is to profitably and efficiently utilize present and future agricultural technology in the
production of vegetables/Flowers.
Project Strategy:

 Procuring the Equipments and appliances and in long term gain the knowledge to build them.
 Nutrient Solutions
 Making Nutrient solutions locally – TATA Chemicals can Contribute this
 Gaining the knowledge about the Methods for nursery and Orchids growing
 Hire Experts – Agriculture specialists
 Training the employees
 Management
 Problems and Remedies
 Production Plan
 Pilot Project
 Widening the variety of products production.

Marketing Strategy:
 Market and supply products to the selected outlets aggressively, focusing at first on local
markets, and then on export options.
 Emphasize the reliable year-round output, as well as the ability to produce in-demand, non-native
vegetables.
 Make Tie-ups with regional greenhouses and landscapers.
 Eventually develop a website and advertise on the Internet.
Strategy

Competition
Managing
Product widening

Development

Production
Market Linkages

Market
Production

Expert Hiring

Procurement
Employee Training
Agri-Infrastructure
logistics

Govt Subsidies/Lease

Stream Lining
Farmer Linkages
Implementation
MARKETIN
Producti G
on
Local
PACKING
Customer
Centre Marketing
Centre
International
Customer
Quality Check
Centre

Training
Production Centre
Centre
Key Issues

Need for Assistance from Govt.

Expertise should be utilized as
perceived
Pathogen attacks need to be
addressed in time
Competitive Edge

Competitive advantages are

 Efficient production utilizing greenhouses.
 No existing projects of this magnitude in
INDIA
 Government subsidies
 Become World-class Agri Business leaders
 Public Private partnership offers less risk
CASE-STUDY –
EURO FRESH FARMS

 Eurofresh Farms is the leading year-round producer and marketer of greenhouse tomatoes in the
United States and a leading innovator in the branded, high-end fresh tomato, cucumber and pepper
industry. Premium quality and certified pesticide-free products are grown with care in one of the
world’s largest greenhouse complexes with abundant Arizona sunlight. www.eurofresh.com

 Eurofresh offers the chance to earn more, too. Crop workers start at $8.27 an hour and average $11.08
an hour. That's 30 percent higher than the national average for farmworkers — $8.48 an hour.

 It has won a 2009 Marketing Excellence award from Produce Business magazine for their recent
“Arizona Grown” campaign.
 ChefsBest® has honored Eurofresh Farms’ Tomatoes on the Vine (TOV) with the 2009 ChefsBest®
Award for Best Taste, which is awarded to the brand rated highest overall among leading brands by
independent professional chefs.
 THANK YOU

Rajini Gutti
IT Manager
CMC Ltd
rajini.gutti@cmcltd.com