A Study of the User Profile, UsagePattern and Income Generation FromProtected Cultivation Technology in

North &South Indian regions

MAJOR ADVISOR Dr. Ruchira Shukla & Dr. Mehul G Thakkar

Asso.Prof.AABMI,NAU,Navsari

NAME OF SPEAKER Gite Siddharth.M &

Kunal. V Shinde

III Sem,MBA-ABM

Reg.no-2070513006 & 29

Company Major Advisor Mr. Tejas Joshi.

Mahindra & Mahindra

Flow of presentation

• Introduction• Company profile• Objectives• Research methodology• Observations and result• Findings • Suggestions • Conclusion05/02/2023 2

Introduction Protected cultivation practices can be defined as a cropping

technique where in the micro climate surrounding the plant body is controlled partially / fully as per requirement of the plant species.

Protected cultivation offers distinct advantages of quality productivity and market price to the growers.

Use of protected cultivation is stated during 1980’s and it was mainly used for research activities. The commercial utilization of protected cultivation technology started from 1988 onwards. There have been satisfied steady growths in protected cultivation in 20’s area under protected cultivation reached up to 500 ha in 20’s. Protected cultivation industry is become a fast growing sector in last five year it reaching up to 20,000 ha area under total protected cultivation.05/02/2023 3(Anonymous 2011 Green House reference Manual)

Usage pattern: About 80% to 82% area under total protected cultivation is under

cut flower production. Following crops are mainly covered protected cultivation

technology.  Roses: 30 to35% Gerbera: 25 to 30% Carnation: 10 to12% Other cut flower: 5 to 7% Capsicum & other vegetables: 10 to 12% Seedling nurseries: 3 to 55% Research & education: 1 to 2%

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Cost estimates: Cost of erection is mainly depends upon location and

transportation cost. The cost estimates given by various farmers, fabricators are as under:

Naturally ventilated = 450 to 700/ sq.m Controlled atmosphere = 1700 to 1800/per sq.m Shade-net = 240 to 360 per sq.m Cost of erection of poly house depends upon location,

availability of raw material for erection, type of a poly house, quality of raw material and fabricator’s availability in the region.

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Growth of industry in India: Area under protected cultivation was majorly increased in last 4 to 5 years. Area under protected cultivation will be reaches up to 50,000 ha between next five

years; 800 to 1000 ha for next year. Major key areas for protected cultivation are (growth per annum) Maharashtra: 80 to 1000 ha Karnataka: 70 to 80 ha Gujarat: 60 to 70 ha Uttarakhand: 60 to70ha North-east states: 100 to 120 ha Tamil Nadu: 70 to 80 ha Expected growth rate for protected cultivation of India will be 12% of total

protected cultivation area. Upcoming five years are most crucial for protected cultivation industry.

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Global Scenario: There are more than 50 countries in the world where cultivation of crops is

undertaken on a commercial scale under protected cultivation. Netherland, China, and Japan are most leading countries in the world

covering 89,500 ha, 48,000 ha, and 40,000ha total area under protected cultivation respectively in last decade.

Netherland is most leading exporter of greenhouses followed by Israel throughout the world.

The total area under greenhouse in the world which was 2,75,000 ha as reported for the year 1999-2000.

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(Anonymous 2011Green House reference Manual)

Company profile

EPC is a Mahindra group company, popularly known as EPC Irrigation. And is a pioneer of micro irrigation in India.

Mahindra and Mahindra Ltd. (M&M) has acquired majority stake in EPC Industries Ltd through preferential issuance of equity shares. This transaction has enabled M&M to enter Micro-Irrigation Sector.

Started in 1986 with the initial French Technology support, EPC had developed the capability to design and develop the irrigation products of international standard, satisfying every need of Indian Farmers.

EPC provides complete solution for agriculture with a focus on Micro-Irrigation, Pumps & inter-related requirements of fertigation & agronomic support. EPC is also planning to enter another allied business activities in future.

The company is registered in all major states under subsidy program in India. They plan to start the polyhouse constructing company , for that all R& D work

is in progress and trials are been taken in Haryana.05/02/2023 9

EPC has a strong & widely spread network of large number of channel partners & is supported by offices at strategic locations.

EPC has also launched first of its kind one stop shop for agro products & solutions (Agri Showroom) in Buldhana district of Maharashtra, wherein farmers can find all agri input products & services under a single roof.

Products and services Drip irrigation system Online drip , inline drip, sprinklers, foggers, pumps, pipes, etc. Service centers , agronomic help by experts, etc.

Conti….

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05/02/2023 11

Products of EPC

Rationale of the topic and study.

M&M has not entered in this business, but they are planning to enter in this.

So before entering in any business all the sides of the business should be studied. For this purpose study was been conducted.

To understand the present scenario, prospects and challenges in the segment were to be studied and so as to help company enter in this competitive business.

This will help company to devise strategies for market entry.

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Objective:-

1. To study the User Profile of poly house growers. Demographics :- age, gender, education, other income source Problems/ Barriers :- experience difficulties at the time of

starting Goals/ Expectation :- to know the objective/ goals/ expectations

from greenhouse 2. To study the Usage Pattern followed by Polyhouse growers . Types of protected cultivation Crops in protected cultivation Past cropping pattern & future plan 3. To assess the profitability from Poly house cultivation.

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Research Methodology:

1. Nature and Source of dataData was collected from both primary and secondary sources.

a) Primary data Farmers from the selected areas were interviewed and detailed

questionnaire was filled by them. b) Secondary data

Secondary data required were collected through various sources like company website, magazines, internet sources, company leaflet and other sources. Various published reports provided the information regarding the data about area, production, productivity of crops in different states.

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c)Research method: - Field Survey Method. d) Research instrument: Questionnaire: Questionnaires were used for the collection of

primary data. The questions are both open and close ended in nature and multiple choice questions were involved in questionnaire.

Sampling technique: Multi stage sampling was done. In the 1st stage 7 states were selected then, in the second stage 2

districts were selected from each state, and then from each district 10farmers were selected purposefully and by convenient way.

Both Qualitative and Quantitative research techniques were used.

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Sampling Design:-

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Sr. No States District Farmers1 North-west India

1.1 Gujarat 2 101.2 Rajasthan 2 101.3 Haryana 2 10

Total 6 302 South-West India

2.1 Maharashtra 2 162.2 Karnataka 2 102.3 Tamil Nadu 2 102.4 Andhra Pradesh 2 10

Total 8 46

Table No.1 Sample Distribution

North India

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Data Analysis and Interpretation

• Profile of Farmers: Age group of farmers

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15-20 20-30 30-40 40-50 50 above0

17

37

46

0

Graph No. 1 Age Group (%)n=30

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Below SSC SSC HSC Graduation Post Graduation Agril Plus

30

2023

17

3

7

Graph No. 2 Education Leveln=30

Education Level of Farmers

Land holding of Farmers in acre

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Below 5 acr 5-10 acr 11-20 acr Above 20 acr

50

33

107

Graph No.3 Landholding (%)n=30

Type of Occupation:-

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Only Farming Farming and Business Farming and services

60

40

0

Graph No.4 Occupation (%) n=30

Annual Income of Farmer/Users:-

05/02/2023 22

1-2 lack 2-4 lack 4-6 lack 6-10 lack Above 10 lack Failure0

3 3

17

74

3

Graph No.5 Annual Income of farmer(%)n=30

Land Under Protected Cultivation Technology

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Below 2 acr 2-6 acr 6-10 acr Above 10 acr

67

20

103

Graph No. 6 Land under protected cultivation (%)n=30

Type of Protected Cultivation Technology

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Polyhouse Nethouse

93

7

Graph No.7 Type Of PCT (%)n=30

Loan taken for Protected cultivation technology

05/02/2023 25

Taken Not taken

93

7

Graph No. 8 Loan (%) n=30

Subsidy Taken for PCT:

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Taken Not taken

100

0

Graph No. 9 Subsidy (%) n=30

Crops taken in polyhouse

Sr. no crops No. of respondents

Percentage %

1 Cucumber 18 60

2 Gerbera 8 27

3 Lily 1 3.3

4 Ginger 1 3.3

5 Tomato 1 3.3

6 Failure 1 3.3

7 Total 30 100

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Table No.2 Crops taken

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Sr no Crops Average yield Average Income / Acres

1 Cucumber 55-60 tones /Acre 9-11 Lakhs/season

2 Gerbera 3 thousand flowers/day 14-15lakhs/crop

3 Lily 80 thousand sticks/ season 17-18 lakhs/ season

4 Ginger 14-15tons/acre/year 8-9 lakhs/ acre

5 Tomato Failure 1-1.3 lakh / season

Annual Income From Polyhouse

Table No.3 Annual Income from polyhouse

Average income from PCT found to be 9-10Lakhs/Acre/year Approximately.

South India

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Data Analysis and InterpretationProfile of Farmers: Age group of farmers

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2%17%

67%

11% 2%

Graph No.10 Age of farmers/ User

15-20 20-30

30-40 40-50

above 50

n= 46

Education Level of Farmers

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2%17%

15%

61%

2% 2%

Graph No. 11 Farmers Qualification

below sscsschscgraduationpost graduationagril & science

n=46

Land holding of Farmers in Acres

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9%

74%

13%4%

Graph No.12 Land holding in Acres of Farmers

less than 5 acres

5-10 acre

10-20 acre

more than 20

n= 46

Motivation to enter in Protected Cultivation

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91%

4% 4%

Graph No.13 Motivated By

friend & relative

Progressive Farmer

University

Government Subsidy

n = 46

Type of Occupation:-

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61%

33%

7%

Graph No.14 Occupation of User.

Farming

Farming & Business

Farming and Service

n = 46

Annual income of farmers

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9%17%

22%28%

24%

Graph No. 15 Annual Income of the Farmers from open field crops and other sources

1-2lacks

2-4lacks

4-6lacks

6-10lacks

above 10 lacks

n = 46

Land under protected cultivation.

05/02/2023 36

45%

39%

11%4%

Graph No. 16 Land under Protected Cultivation

Below 1 acres

1 to 3 Acres

Above 3 to 5 Acres

Above 5 Acres

n = 46

Type of Protected Cultivation Technology

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100%

Graph No. 17 Type of protected cultivation

polyhouse

net house and others

n = 46

Loan taken for Protected cultivation technology.

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98%

2%

Graph No. 18 Loan taken or not for polyhouse

yes no

n = 46

Subsidy taken for PCT:

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98%

2%

Graph No. 19 Subsidy taken for polyhouse by user

yes no

n = 46

Crops taken in polyhouses

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74%

18%

2% 6%

Graph No.20 Crops Cultivated in Poly-House

Rose

Gerbera, Carnation

Capsicum

Shemanti, Marigold, etc

n = 46

Income generated from polyhouse

Sr no Crops Yield/month Income / Acres

1 Rose 6.5-7lakh flower/year.

19.5-20lakhs

2 Gerbera 11lakh flower/crop

22lakhs/crop

3 Carnation 12lakhs flowers /season.

20lakhs/season

4 Capsicum 45-50tonnes/season

7.5lakhs/season

5 Shemanti, Marigold 60-70 Ql Flower/crop

12-13lakhs/crop

05/02/2023 41Average income from PCT found to be 9-10Lakhs/Acre/year Approximately.

Problems of the users/farmers Due to high wind, plastic of polyhouse gets tore. Cold chain facility for rose, carnation export can

increase their income but it is lacking. New entered user face lot of problem of cultivation so

expert, Agronomic advice or consultancy is required. Heavy Pest and disease attack Delays in release of subsidy.

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05/02/2023

Findings

Most of the user enter in this business for increase in income and as secondary income source.

Because of Higher investment requirement, most of farmers are dependent on subsidy from central & state government and also they have taken loan for construction.

Most of the entrepreneurs who enter into green house belong to business class who have agricultural land for higher income.

It was found that people in South region were not constructing polyhouse from the company , they were constructing on their own. And the cost of construction is as low as around 6 lakhs / 1000 sq mt.

Farmers were saying cold chain facility which is lacking in the south region would increase the export of the Rose, Carnation and Gerbera which will increase the income.

Area of south India is rich in red soil so their is no need to spend on red soil hence this cost is saved.

All the poly houses were of same type, that is naturally ventilated. No polyhouse were found to be automated climate controlled during the survey.

43

Conti…

Major Crops grown in south region is Rose followed by gerbera, carnation and capsicum. & in north region cucumber, lily, tomato, gerbera.

Majority of the farmers in both areas were of middle age & and well Educated in South region.

Diseases , pest attack are major problems in floriculture crops. Majority of the Farmers are satisfied with their investment in this

business. They said that they get good income from Polyhouse cultivation. Some Farmers also were willing to expand the green house cultivation in future.

Many polyhouses in the pune area were given on lease to other. The average income estimated from polyhouse is 9-10 lakhs/acre/

year approximately.05/02/2023 44

Suggestions It was found that people in South were not constructing polyhouse from the

company , they were constructing on their own. And the price was 6 lacks / 1000 sq mt. which is low, so there is need to come out with low cost polyhouse solutions with good quality to expand the market and enter into the market.

Many needy farmers are not aware of the Government schemes of subsidy which can be utilized by farmers so company should create awareness to motivate farmers for adoption.

More emphasis should be given on off seasonal crops, which will increase income of the growers.

Field demonstrations and agronomic help by expert should be provided to the farmers.

Company should develop demonstration poly houses at few places such as Pune and Thali block and Rohtak may help for exposing farmers to this technology.

Complete solution from construction, financing, subsidy, Agronomic help, consultancy, till the marketing of the produce by the company can emerge a new business segment in protected cultivation technology.

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Conclusion• Poly house cultivation is expanding in most of states such as

Maharashtra, Gujarat, Karnataka, Haryana etc. Majority of the farmers engaged in Polyhouse cultivation were satisfied with the income and market prospects .This technology is capital intensive and farmers expect low cost and good life of the structure. However farmers face the problem of pest and disease attacks and lack of cold chain facilities for the export. Farmers in India are waiting for the Brand image like Mahindra in the Protected Cultivation Technology. The Protected cultivation requires time to time maintenance and the quality material has to be used during construction of the structure as the structure is important basically and Mahindra can give that. Mahindra should focus on the low cost poly house technology as well as integrated solution provider to enter the competitive market.05/02/2023

46

References

05/02/2023 47

Anonymous 2011 Green House reference Manual, NCPAH.

Research Methodology by C.R. Kothari. Retrieved from• www.NHB.in. accessed on 3 July 2014• www. Epcmahindra.co.in accessed on 4 July

2014.

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Thank you…