insightsintofoodmarket_venkat_pdf.pdf
TRANSCRIPT
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INSIGHTS INTO FOOD
MARKET
VENKATA SUBRAMANIAN
FOUNDER AND MD, EFARM
eFarm Training Material
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Introductions
Venkata Subramanian
• Founder & Managing Director, Matchbox Solutions &eFarm, Chennai
Brief profile :MS (Computer Science), 2003,University at
Albany, NY ,
B.Arch , IIT Kharagpur ,1995 , India
12 years of experience in IT industry in both
technology & commercial roles (7+ years in US)
Head of key outsourcing & consulting accounts
in Insurance, Capital Markets & Banking
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Currently Better known as ….
Hi-Tech Sabjeewallahs ;-)
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agenda
The Indian Food Market : An Overview
Food Impact : Cost , Health , Contaminants
Solutions
Going organic : facts from fiction
Supply chain : The dubba wallah way
Processing the food : value addition , increase life
Composting agro waste : eco friendly + money
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The Food Impact : How it affects
you
Economic
High price of vegetables, fruits , commodities
Health
Chemical residues , Adulterations
Social
Food scarcity = potential riots ?
Large migration to cities from villages
You are what you eat
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the Problem statement
Only a crystal clear question yields a
transparent answer
– Zen saying
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•Land – Scarce , segregated
•Water – Rain fed , Contaminated , deep bores
•Seeds – Unavailable, Expensive, Hybrids , Local
varieties vanishing
•Labour – expensive , migrating to cities
•Market price – unpredictable
•Net effect : Loss – surviving on subsidies
Cultivation In India : An Overview
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Pain areas | The Farmer‟s ‘REAL’
crisis
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From farm to home : The Food trail
A video
Supply Chain
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Pain areas | The Agri Supply Chain Current State : Too Many Steps , Too Little Value Addition
Wholesalers to Retailers
Terminal markets to neighborhood wholesalers
Regional mandi to Terminal markets near large cities
Harvesting of Vegetables
A local mandiauctioning
Local to Regional mandisfor Auction
• Unorganized , unregulated ,
unprofessional & unprofitable
•A Middlemen’ dominated market
•Adhoc /Arbitrary Decisions on quality &
price
•No accurate DATA
1
2
3
4
5
6
Retailers to Dining Table
7
Loss in transit
40%
Price hikeEnd to end
> 400%
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Lack of Data| No visibility to
supply or demand
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Pain areas | Marketing -The
missing link ?
Other industries have differentiated
production from marketing/sales
Agriculture – Farmer handles both roles
Brands have value !! Indian products
though have wider varity and better taste
have not established a stable brand
The missing FIFTH ‘P’ of marketing in agri context - PERISHABILITY !!
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Pain Areas |
So many solutions , but why still a crisis ?
Cold
chainModern retail
& logistics Micro finance
& Grants
Increase
yield
ICT
solutions
Export
market
R & D
Contract
farming
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Market Scenario|
Burning Crisis or Booming Oppurtunity ?India’s Total production of fruits & vegetables =
• 100 Million Tonnes = Rs 650,000 Crores (value) [ 1 tonne = 1000 kgs]
Wastage in transit/handling/distribution = 40%
Current market segmentation of organised players:
• Organised retail/Branded retailers share in F&V : 1.5% • Food processing sector : 1% ( key pain : erratic supply)• Export sector : 1% (key pain : poor grading, quality checks)
Typical DAILY requirement of fruits & vegetables of Tier 1 city/metro :
• 4000 tonnes = Rs 6 crores value
Key focus
areas for
govt. for
urgent
improveme
nt
Source : IMAGES F&R Research Study , Govt of India , Dept. of Agriculture, Min. of Food processing
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The solution
"We can't solve problems by using the same kind of
thinking we used when we created them."
Albert Einstein
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Some Popular Myths and Misconceptions About
Organic Farming and Produce
Ice breakers
Is organic farming a recent innovation ?
Is organic expensive ?
Is organic just mean ‘using cow dung’ ?
How can 'excreta' be rich in nutrients ?
Is organic relevant in 'modern' scientific world ?
Is yield poor in organic ?
How do I know it is “Certified” 100% organic ?
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Myth Busters
Big, large does NOT automatically mean HEALTHY
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Myth Busters
Inorganic v/s Organic
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Myth Busters …
Organic is a „complete‟ way of life : like Yoga ,
Ayurveda – watch out for scam artists !
America was discovered by MISTAKE – Columbus
wanted to come to India to trade in our agri
products !
Certifications and patents : Why we are forcing
„Indian farmers‟ to certify to „western‟ standards ?
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Chemical usage
Ripening : mango , banana
Colouring : Cauliflower – endo
sulphan
Shelf life increase : Greens : Fungi
cide
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Some techniques
The Organic Way
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Navadanya : Test Planting
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Natural fencing/ Boundary crops
•Prevent pests to main crops
•Provide wind shield
•Help hold water/ soil to
prevent erosion
Neem
Marigold
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Soil Types – Identification
Seeds – Identification and planting
Home gardens
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Companion Plants :Compatibility between what grows well together
-
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Integrated Livestock and farming
Cattle
Buffalo
Goat
Sheep
Pig
Rabbit
Chicken
Emu
Quail
Turkey
Duck
•Provide manure
•Additional income
•Assist plant
Pollination (bees)
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Understanding what the plant needs by
looking at leaves
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Video : Manure/Composting Techniques
Run Video (Manure Ingredients)
Run Video (Indore technique)
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Natural Weed Control
-Mulching
-Cow dung / urine-faster
decomposition
-Keep Mother nature
covered
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Simple insect traps
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Video : Natural pest control
Phenome Trap In Coconut Farm for rhinoceros beetle
Open Video
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Technology Solutions
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Value proposition |
Unlock revenue potential across the chain
Farmers
Rural Produce
Collection Centres
Quality
Inspection/ Grading
Cleaning / Packing
Routing
Long haul
Transportation
Urban area
Distribution centre
Small retailersLocal vendors
Food Processing
units
Exports
Bulk buyers
(Hotels / Caterers /
Retailers)
Compost/Manure
from waste
eFarm Common Services
Planning &
CoordinationResearch
Call centre /
CommunicationTechnology
Training &
Support
Local
Distribution
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Key Innovations1) Weighing machine = standardise agri business transactions !
Bundles, baskets , bags Kilograms , Counts
2) Simple grading = right quality to right customer!!
Mixed grades S / M / L (Or) excellent / OK /bad
3) Simple technology = widest usage !!!
PCs, Websites Mobile phones , Voice, SMS
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FarmersCooperativesCollection centers
Village ICT kiosksPhone boothsMobile operators
StorageWarehouses
Value added resellersSorting , Grading , Processing, Packing
Small Independent transportersIntra-city small tempos
KiranasSelf Help GroupsHawkers
Bulk buyersExporters
Logistics Fleet operators
Solution | The Big Picture – Connecting The Dots
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Ground Operations Model
Inspired by the „best‟ supply chain system
in Indian conditions•Product Category : Perishable food items
•IT Systems usage : NIL
•Management team : Illiterate and average age of 55
•Age of company : Over 150 years
•Customer Segment : From slumdwellers to crorepathis
•Operational efficiency : Six sigma !!!
The Mumbai Dubbawallahs !!!
• Key success factors :
• Highly decentralized operations – agile, flexible , scalable
• Use of low cost transport medium – trains
• Use of human power for last mile delivery – No Fuel related
hikes
• Strong customer relationship – personal , localised
• Simple coding, routing, labelling system – operates even without
electricity !
• Delivery excellance – fixed time , professionalism
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Technology | Farmer sideFarmer’s produce database
• Produce name, variety
• Grade
• Typical yield at harvest
• Harvest cycles /frequency
• Cost of production
• Location / closest pickup point
Cost of production / Fair Price analysis tools
Supply side forecasting tools / Sourcing planner
Rural call centres / Mobile sms for data updates
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Technology | Customer side
Order capture
(Mobile / Customer portal)
Requirements analysis and
demand projection
MIS & Dashboard
Delivery Tracking
POS systems for agri
Agri CRM
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Collection centres |Localised sourcing points, Planned aggregation
Established Collection points close
to villages
Standardised Quality checks , Grading &
Weighing process established
Over 2500 farmers
enrolled and active
Mobile collection trucks for
remote areas
On the spot payment
of fair price
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Distribution centre |
Close to urban customers , Localised distribution
2000 sq ft facility for
handling 5 tonnes / day
Verify arrivals, inventory
Loading & packing as per
customer specs
Value addition by
peeling/cutting
Local
distribution
to customer
site
Composting of waste ,
conversion to manure
Customer
visits ,
feedback
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The Ideal Agri-preneur
Have the discipline of a soldier ….
.. Ready to jump into fire …
.. But still ‘enjoys’ doing the impossible !
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Thank You
[email protected] 98847 61354
11 loganathan colony Mylapore, Chennai 600004Ph : 044-43577236
www.efarm.inLinkedin : AgriIndiaTwitter :venky_efarm