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Business of Businesses in Livelihoods Promotion: Avenues and Options
Fresh Produce Supply Chain in India
Consumer Trends
wholesaler
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India is predominantly a vegetarian country.
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20% of household expenditure is on F&V
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Convenience - Cut F&V, Packaged F&V, Home Delivery.
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Health conscious – Safe food, Zero pesticide, Organic, GAP
certified
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Innovation – Exotic / New recipes / New Cuisines
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Quality - Imported , Branded/ Sorted/ Packaged Fruits.
Fresh Produce Industry In India
243 MMT
6% CAGR
Fruits
Vegetbles

81 MMT
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162 MMT
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US$ 27 Bn

US$ 26 Bn
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40 Varieties

110 Varieties
Key Challenges
APMC laws
Small & Fragmented Land Holdings
Lack of Infrastructure
Price discovery
Fresh Produce Supply Chain
wholesaler
FARM TO FORK
Traditional
Village
Farmer
Consolidator
Source Mandi
CA
Wholeseller
supplier
Retailer
Customer
Terminal Mandi
CA
150 Mn
10%
Wholeseller
11000 Mandis
0.1 Mn
5-8%
10%
supplie
r
Retailer
0.65 Mn Retailers
0.35 Mn Hawkers
30-35%
150 Mn
Key Learning from successful model
AMUL
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Producer Owned and controlled
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Collection centre at Farmer doorstep.
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Market linkages – commitment to buy 100%

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Pricing Model – Incentivise quality – assured
weighment and payment.
Customer Focus – Value added products
Fresh Produce Supply Chain
MODERN
Collection
centre
Farmer
Key Benefits
Easy access to small farmers
Disintermediates
Transparency on weighment & payment
Market feedback & Quality improvement
Potential for input services
Company
DC
Retailer
Customer
Stakeholders Benefit
Company
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Direct and sustainable Sourcing Model
Traceability / Food Safety /Differentiation
Farmers
Demand Driven Farming
Higher Yield
Benefits of Association like
Training, Input Cost
Reduction, Wastage
Reduction
Market linkages
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Boost to Agriculture Production and
Community
poverty alleviation
Increased Participation of Women in
farming
Formation of Self Help Groups and
Community Welfare progs
Investment in Agriculture and
Perishable Supply Chain
Consumer
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Direct Sourcing
Assured Freshness and
Food Safety
Optimum Value
Addition
Satisfaction about
Community Linkage
Environment
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Reduce food waste and health
hazards
Reduced logistical footprint
Improve efficiency of fertilizer,
pesticide, water use
Increase soil quality
Sustainability
THANKS
VIPUL MITTAL
Email ID – [email protected]
Mobile - +919560444937