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Business of Businesses in Livelihoods Promotion: Avenues and Options
Fresh Produce Supply Chain in India
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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
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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
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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
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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
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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
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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