A PRESENTATION ON

“TO STUDY THE INTERNATIONAL & DOMESTIC MARKETING

OFEXOTIC HORTICULTURAL COMMODITIES OF

NORTH EASTERN REGION OF INDIA ”

ATPAMOSA AGRI FRESH PVT. LTD. PUNE.

PRESENTED BY: NABAJYOTI GUPTA PGDM-ABM(2014-16)

International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA

COMPANY PROFILE

Pamosa Agri Fresh Pvt. Ltd is an emerging name in the Agri-Produce Industry that intends to change the agro landscape by becoming the pioneer in the branded fruits in International & domestic market and to become best service provider for Agri produce.

  The company has a dedicated professional team for the

management of the farming operations, marketing, supply chain management which creates value addition to customer by effectively utilizing Farm to Fork Model.

  The Management of the company has the immense expertise in

working with agriculture.

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COMPANY PROFILE

Products:

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Fresh Fruits

Floriculture

Spices

Processed Products

Frozen Products Agro

Commodity

OBJECTIVES

1. To identify various potential international markets for exporting these products and mapping of supply chain of selected high value horticultural crops qualifying for air transportation along with end markets, transportation costs and logistic issues of linking production belts of these crops to markets.

2. Mapping competitive cost – differentiation in distant markets and identifying transportation-cost gap to make selected products competitive

3. To study the existing practices for procurement, pricing and payments to the horticulture farmers on their produce and problems thereof.

4. Broad assessment of financial assistance for the transport subsidy Per unit support Annual financial implication.

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RESEARCH METHODOLOGY

Sample size:

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Farmers103

Govt.

& Semi Govt.

Offices21

124

RESEARCH METHODOLOGY

Source of Data: Primary & Secondary

Sampling Method: Random Sampling Method

Area Covered :

Major districts namely Guwahati, Kamrup, Karbi Along, Tinsukia in Assam, Siliguri & Darjeeling in West Bengal, South Sikkim, Gangtok in Sikkim, West Tripura, North Tripura in Tripura state.

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DATA ANALYSIS

Commodity WB (Darjeeling) Assam Sikkim Tripura

Citrus 18702 12000 1100 10500Banana 10168 85000 ------- -------

Pineapple 24919 29000 31500

Papaya ------- 15000 ------- -------

Jackfruit ------- 25000 ------- 93000

Ginger 25163 42000 24300 9600

Turmeric N/A 13546 1300 800

Chilli 670 22346 2345 423

Exportable surplus from NE States : (In MT’s)

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DATA ANALYSIS

Domestic Pricing of Exotic Fruits:

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DATA ANALYSIS

Cost Build Up of Kiwi Fruit:

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DATA ANALYSIS

Projected plan to introduce kiwi from Itanagar to New Delhi :

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DATA ANALYSIS

MARGINS :

Kiwi from Arunachal Pradesh is being marketed in Kolkata and yet to be introduced in other major markets of country (esp. Delhi). Kiwi price in Delhi is on an average Rs 150 per kg for Himachal Pradesh and J&K variety and above Rs 200 per kg for imported varieties. Therefore margin for kiwi is approximately over Rs 100 per kg.

In case of cymbidium orchid, landing cost in Delhi from Sikkim is

approximately Rs130-150 per stem (including logistics, packaging and handling etc.) and the average price at flower market in Connaught Place, near Rajiv Gandhi Handicraft Bhavan is approximately Rs 200-250 per stem which depends on demand and supply. This price goes beyond ` 300 at the retail outlets spread over the city. Thus there is a margin of Rs 70–170.

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DATA ANALYSIS

TRANSPORTATION FACILITIES : “Road Ways”

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DATA ANALYSIS

TRANSPORTATION FACILITIES : “Air Ways”

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MAJOR FINDINGS

1. Trading Channel :

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MAJOR FINDINGS

2. International Markets :

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Commodities Countries

Mandarin Orange UAE, Nepal, Bangladesh

Banana UAE, USA, UK, Saudi Arabia, Sri Lanka and Singapore.

Pineapple UAE, USA, UK, Netherlands, Nepal

Jackfruit USA, Bangladesh, and Singapore, Mayanmar

Ginger Mayanmar, Nepal, Bangladesh

Turmeric UAE, USA, Bangladesh, Iran, UK

Potato Mayanmar

MAJOR FINDINGS

4. Calculation of Returns (for subsidy on Kiwi transportation):

SROI (Social Return on Investment) – 171% (NPV of Expenditure Rs 89.36 lakhs

NPV of Cash flow Rs 152.55 lakhs in three years).

SIRR (Social Internal Rate of Return) –25%.

International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA 16/20

MAJOR FINDINGS

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SUGGESTIONS

• Business tie ups with SIMFED, GINFED, NERAMAC for initial 3-4yrs.

• Setting up regional office in Guwahati or Siliguri.

• Going for contract farming on hills.

• Deep study & analysis of transportation subsidy.

• Getting in consultation with the Ministry of DONER.

• For processing ; business tie ups with small scale processing units at minimal charges (5-8%)

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CONCLUSION

After the successful completion of the project , it has been found that NER is a potential business site for PAMOSA Agri Fresh Pvt Ltd, to carry out their horticultural commodity trading in the both international & domestic market. The cost of setting up the business would be minimal but time consuming. Laborers could be hired at a much cheaper cost as compared to other regions of India to run various unskilled operations. One of the most striking feature and a major advantage for PAMOSA would be that exporting cost would be very less as the NER is surrounded by many foreign countries such as- Nepal, Bhutan, Bangladesh, China , which are a favorite export destination for any Indian exporting company.

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THANK YOU