Business of Businesses in Livelihoods Promotion: Avenues and Options

Fresh Produce Supply Chain in India

Consumer Trends

India is predominantly a vegetarian country. 20% of household expenditure is on F&V Convenience - Cut F&V, Packaged F&V, Home Delivery. Health conscious – Safe food, Zero pesticide, Organic, GAP

certified Innovation – Exotic / New recipes / New Cuisines Quality - Imported , Branded/ Sorted/ Packaged Fruits.

wholesaler

Fresh Produce Industry In India

Fruits Vegetbles 162 MMT US$ 26 Bn 110 Varieties

81 MMT US$ 27 Bn 40 Varieties

243 MMT6% CAGR

APMC laws Small & Fragmented Land HoldingsLack of InfrastructurePrice discovery

Key Challenges

Fresh Produce Supply Chain

Consolidator CA

wholesaler

supplier Retailer Customer

Traditional Village Source Mandi

Farmer

150 Mn 150 Mn11000 Mandis 0.1 Mn 0.65 Mn Retailers0.35 Mn Hawkers

30-35%10%5-8%10%

Wholeseller

Terminal Mandi

CA Wholeseller supplier Retailer

FARM TO FORK

Key Learning from successful model

Producer Owned and controlled Collection centre at Farmer doorstep. Market linkages – commitment to buy 100% Pricing Model – Incentivise quality – assured

weighment and payment. Customer Focus – Value added products

AMUL

MODERN

Farmer CompanyDC

Collection centre

Customer

Retailer

Fresh Produce Supply Chain

Easy access to small farmersDisintermediatesTransparency on weighment & paymentMarket feedback & Quality improvementPotential for input services

Key Benefits

Farmers

Direct Sourcing

Company

Environment

Consumer

Community

• Demand Driven Farming• Higher Yield• Benefits of Association like

Training, Input Cost Reduction, Wastage Reduction

• Market linkages

• Reduce food waste and health hazards

• Reduced logistical footprint • Improve efficiency of fertilizer,

pesticide, water use• Increase soil quality• Sustainability

• Direct and sustainable Sourcing Model• Traceability / Food Safety /Differentiation

• Assured Freshness and Food Safety

• Optimum Value Addition

• Satisfaction about Community Linkage

• Boost to Agriculture Production and poverty alleviation

• Increased Participation of Women in farming

• Formation of Self Help Groups and Community Welfare progs

• Investment in Agriculture and Perishable Supply Chain

Stakeholders Benefit

THANKS

VIPUL MITTALEmail ID – vipulmittal45@gmail.com

Mobile - +919560444937