“Mapping and analysis of production and market of Organic produce in Uttarakhand”

18 May 2013
“Mapping and analysis of production
and market of Organic produce in
Uttarakhand”
Presented by:
Prachi Mishra (12201029)
Anoop Kumar Mishra (12201005)
KIIT School of Rural Management
1
ESTABLISHMENT OF ‘BUSINESS CELL’ IN
UTTARAKHAND
2012-14
(Host Organization:- TechnoServe India)

BACKGROUND
5/18/2013
Mapping and analysis of production and market of organic produce
in Uttarakhand2
What is Organic?
Organic Agriculture is a sustainable and environment friendly
production system that offers cultural benefits. This type of agriculture
follows with no use of fertilizers and pesticides.
Introduction of Business Cell:-
Enterprise-1 Enterprise-2 Enterprise-3 Enterprise-(n)

5/18/2013
in Uttarakhand3
RESEARCH
QUESTIONS
RESEARCH
HYPOTHESIS
1. Why there is a requirement of creating database
and how will map out the aggregation areas of
organic raw material availability in Uttarakhand?
2. Who are the various agencies involved in
procurement of organic produce and what are the
various schemes pertaining to promotion of
production in Uttarakhand?
3. How can we map out the details of enterprises
and demands of raw/ value added produce in
organic sector in Uttarakhand, Delhi NCR?
4. What are the factors affecting demand of
organic products and customer preference, buying
habit & needs in Uttarakhand, Delhi NCR?
Hypo-1. Availability of organic produce is very
high but there is no pre-defined database which
can provide information related to all
commodities season wise.
Hypo-2. Awareness of Organic foods is quite low
but need for pure and high quality food is
extremely high.
Hypo-3. There is a growing concern regarding
pesticides & chemical across the large segment of
market for health.
Hypo-4. Organic food is not likely to be universal
food habit, it will find niches & specific market
segments.
RESEARCH QUESTIONS/ HYPOTHESIS

RESEARCH LIMITATION
5/18/2013
in Uttarakhand4
1. The duration of a project time is 70 days which is less
2. Financial constraint.
3. The climatic conditions are not favourable
4. Response rate is low
5. Quality of data (authentication)
6. Researchers error (sample bias & confounding factors)
 Production Mapping: Uttarakhand
 Market Mapping: Delhi NCR and Dehradun
GEOGRAPHICAL COVERAGE:-

PRODUCTION MAPPING
5/18/2013
in Uttarakhand5
Purpose Techniques
Map out the organic production and
marketable surplus in Uttarakhand
Collection of production data from UOCB
and calculation of marketable surplus.
Creating a database of organic raw material
production
Compilation of data (area wise and
commodity wise)
Identification of various companies
involved in procurement of organic food
produce .
Field visits and secondary research
Creating a database of various schemes to
support organic food production .
Primary and secondary research

DATA COLLECTION FOR PRODUCTION MAPPING
5/18/2013
in Uttarakhand6
Primary data collection Secondary data collection
Organic producer groups (Survey &
Interview)
Uttarakhand Organic Commodity
Board (UOCB)
Federations (Survey & Interview) Uttarakhand Livelihood Improvement
Programme in Hill's (ULIPH’s)
Retailers (Survey & Interview) Reports and Studies
Farmers (Survey & Interview) Internet
We have used Simple Random Sampling and Snow Ball
Sampling Method for selection of our Respondents.

0
500
1000
1500
2000
2500
3000
3500
Chamoli
Dehradun
Haridwar
Pauri
Tehri
Uttarkashi
Rudraprayag
U.S.Nagar
Nainitaal
Almora
Bageshwar
Champawat
Cereals
0
5000
10000
15000
20000
25000
Chamoli
Dehradun
Haridwar
Pauri
Tehri
Uttarkashi
Rudraprayag
U.S.Nagar
Nainitaal
Almora
Bageshwar
Champawat
Millets
0
500
1000
1500
2000
2500
3000
3500
Chamoli
Dehradun
Haridwar
Pauri
Tehri
Uttarkashi
Rudraprayag
U.S.Nagar
Nainitaal
Almora
Bageshwar
Champawat
Fruits
0
1000
2000
3000
4000
5000
6000
Chamoli
Dehradun
Haridwar
Pauri
Tehri
Uttarkashi
Rudraprayag
U.S.Nagar
Nainitaal
Almora
Bageshwar
Champawat
Pulses
Source: Uttarakhand Organic
ESTIMATED SURPLUS OF COMMODITIES (UTTARAKHAND)
7
in Uttarakhand

0
1000
2000
3000
4000
5000
6000
Chamoli
Dehradun
Haridwar
Pauri
Tehri
Uttarkashi
Rudraprayag
U.S.Nagar
Nainitaal
Almora
Bageshwar
Champawat
Spices
0
5000
10000
15000
20000
25000
30000
35000
Chamoli
Dehradun
Haridwar
Pauri
Tehri
Uttarkashi
Rudraprayag
U.S.Nagar
Nainitaal
Almora
Bageshwar
Champawat
Vegetables
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Chamoli
Dehradun
Haridwar
Pauri
Tehri
Uttarkashi
Rudraprayag
U.S.Nagar
Nainitaal
Almora
Bageshwar
Champawat
Cash Crop (Sugarcane)
Continued…
8
in Uttarakhand

Seasonality of Marketable Surplus in Uttarakhand
Category Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Highest
Surplus in
Dist.
Millets Chamoli
Cereals Nainital
Pulses Chamoli
Spices Champawat
Vegetables Dehradun
Fruits Nainital
Cash crops
(Sugarcane)
Haridwar
SEASONALITY ANALYSIS
9
in Uttarakhand

Sl.
No.
District
Aggregation Point Surplus Crop Complex (Qtl.)
Cereals Fruits Millets Pulses Spices Vegetables Cash Crop
(Sugarcane
)
Main Mandi Sub-Mandi
1 Chamoli Chamoli Shrinagar, Pauri 5084.64 1447.7 20476.97 4942.37 8.97 3446.07 0
2 Dehradun Dehradun, Vikash
Nagar, Chakraata,
Rishikesh
Doiwala, Masoori, Sahiya 15025.24 4.5 1761.47 458.73 1502.34 30911.31 21920.09
3 Haridwar Mangloor, Lakshar,
Roorki
Naarsen, Gobardhanpur,
Bhikampur, Bhgwaanpur
149190.25 1602.9 0 11.9 135 1450.35 177141
4 Pauri Kotdwar Dugadda 515.58 0 3957.15 2650.83 275.54 0 0
5 Tehri Tehri Garhwal 261.64 0 1656.67 551.47 389.57 13852.88 0
6 Uttarkashi Uttarkashi 8194.25 0 7507.85 2650.97 0 23699.19 0
7 Rudraprayag Rudraprayag 680.1 0 8.63 751.84 368.65 0 0
8 U.S.Nagar Rudrapur, Kashipur,
Jaspur, Sitaarganj,
Gadarpur, Baajpur
Bhamraula, Bhuraraani,
Baghwala, Bainsiya,
Chandayan, Sultanpur
Patti
24735.78 90 0 182.5 304 49.5 0
9 Nainitaal Haldwani, Ramnagar Bhawali, Shankarpur,
Kaaladhugi,Mukhaani,
Lalkuwan, Piroomdwara
4591.88 3225.26 2423.65 3298.25 4518.9 2534.75 125
10 Almora Almora 3217.56 4.68 7548.14 310.74 3759.83 1836.36 0
11 Bageshwar Bageshwar 7496.655 0 6473.73 1974.43 15.2 13.46 0
12 Champawat Tanakpur Vanbasa, Champawat 3412.62 71.64 2307.32 789.44 5705.36 1365.6 0
Total Marketable Surplus 222406.2 6446.7 54121.6 18573.5 16983 79159.47 199186.1
AGGREGATION POINT AND AGGRIGATE SURPLUS OF
ORGANIC PRODUCE
10 Mapping and analysis of production and market of organic produce
in UK

MAPPING OF HIGHEST ORGANIC MARKETABLE SURPLUS
PRODUCE IN UK
11
1. Millets (20476 Qtl.)
2. Cereals (5085Qtl.)
3. Pulses (4942 Qtl.)
1. Cash crop (175369
Qtl.)
2. Cereals (49190 Qtl.)
3. Fruits (1602 (Qtl.) )
1. Vegetables (30911
Qtl.)
2. Cash crop (21920
Qtl.)
1. Millets (3957
Qtl.)
2. Pulses (2650
Qtl.)
3. Cereals (515
Qtl.)
1. Vegetables (13852
Qtl.)
1.Vegetable (23699 Qtl.)
2. Cereals (680
Qtl.)
3. Spices (369 Qtl.)
1. Cash crop (63314
Qtl.)
3. pulses (182.5 Qtl.)
1. Cereals (4591
Qtl.)
3. Cereals (3218
Qtl. )
1. Cereals (7497
Qtl.)
1. Spices (5705
Qtl. )
2. Cereals (3412
Qtl.)
3. Millets (2307
Qtl.)
U.S
Nagar

VISIT TO NANDAKINI SWAYAT SAHKARITA, NANDPRAYAG
5/18/2013
in Uttarakhand12
PURPOSE OF VISIT:
 To collect the primary marketable surplus data for triangulation of secondary data (collected from UOCB and
ULIPH).
 To understand the structure of federation and their working pattern.
 To know seasonality and availability of crop complex in chamoli district.
 To determine if this federation converts at enterprise level than how Production mapping and market mapping help
them out.
 To see what value addition they do and from which commodity, & to know what can be other value addition from
Mandua.
SWOT ANALYSIS:
Strength
• Strong enterprise management skill
• Institutional support like: UOCB, Aajivika
• Experienced in value addition of fruits, soyabean, &
millets
• Strong financial management skill
• Availability of raw material
Weakness
• Problem of Transportation
• Seasonal Market
• No established market for Soy products
Opportunities
• 6 months yatra route for sale of products
• Capture Delhi and Dehradun market
Threat
• Unavailability of institutional support
• Might disrupt the already successful business

MARKET MAPPING
5/18/2013
in Uttarakhand13
Purpose Techniques
Collection and analysis on customer
demographics, preferences, needs, and
buying habits to identify potential markets.
Collected primary and secondary data
through structured consumer survey in
Delhi NCR and Dehradun.
Suggest appropriate value addition options
for different organic categories based on the
analysis of the above data.
Based on Retailer survey and
secondary data.
Showcasing some case studies of
successful enterprises. Case study research
Creating a database of the various
companies and brands present in the
organic space of Uttarakhand/India
Primary and Secondary Research.

STUDY OBJECTIVES
5/18/2013
in Uttarakhand14
 To assess the demand / potential for specific categories of
Organic foods in the individual markets:-
 Delhi NCR (National Capital Region),
 Dehradun.
 To determine the target market of organic food.
 To determine the possible potential of Millets, Spices and Honey
in food category.
 To ascertain types of Organic customers and their likely usage.
 To determine extent of awareness about organic food.
 To study the perception towards organic food (value added)
among target consumer group.

RESEARCH METHODOLOGY
5/18/2013
in Uttarakhand15
Intent Study Method Tools
Target consumer group,
Market place, Concern
level
Structured interview of
target consumers and
retailers
Questionnaire, Secondary
research
Perception of organic food,
Demand estimation
retailers
Questionnaire, Focus
Group Discussion
Factor affecting decision,
Premium pay, Supply of
Organic Commodity
retailers
Questionnaire, Secondary
research
Awareness, Market
opportunity, Availability
retailers
Questionnaire, Focus
Group Discussion
- The exploratory research method was used for the study.

RESPONDENT SELECTION & SAMPLE SIZE
5/18/2013
in Uttarakhand16
- Simple Random Sampling used in selection of respondent from upper
middle class for consumer survey.
- Interview was planned to be conducted as a mix of interviews in/ outside
supermarkets, home visits & metros.
SAMPLE SIZE
S. No. City Target
1 Delhi 50
2 Noida 20
3 Ghaziabad 10
4 Faridabad 10
5 Gurgaon 10
6 Dehradun 20
Total Sample Size 120

CONSUMER PERCEPTION
5/18/2013
in Uttarakhand17
1. Price premium not necessarily the major obstacle.
2. Lack of access to/ awareness of organic stores and delivery.
3. Lack of awareness of organic label.
4. Distrust of certification & transparency.
Source: Consumer Survey (Delhi NCR)
CONCERN LEVELS TO PESTICIDES AND CHEMICALS
Low
Concern
1 % respondent
Rice, Pulses
High
Concern
80 % respondent
Fruits, Vegetables,
Honey, Spices, Milk
Neutral
19 % respondent
Bakery Products
Wheat flour

PLACE OF PURCHASE
5/18/2013
in Uttarakhand18
0
10
20
30
40
50
60
No.ofrespondents
Commodities
Local Grocery
Large Supermarket
Cart/vendor
Departmental Store
Speciality Store

5/18/2013
in Uttarakhand19
13%
22%
3%
1%12%
3%
5%
5%
6%
23%
7%
RATING FOR ORGANIC DECISION
Taste
Healthy
Price
Promotional Offer
Quality/ Brand
Retailer
Location of Outlet
Reccomandation
Advertisement
Awareness
Packaging

RECOMMENDATIONS
5/18/2013
in Uttarakhand20
1. Promotional offer are highly important.
2. Retailers will play good role to capture the consumer.
3. Attractive Packaging.
4. There is need for building trust & quality assurance for which UOCB
can take initiative.
5. Need of National body for organic certification and promotion.
6. Advertisement:
 TV Ads, Radio.
 Magazines, Newspaper.
 Hoardings/ banners in stores.
 Doctors.
STUDY LIMITATION
1. Non-availability of organic production data of previous years.
2. Biased response on price question.
3. No data on organic honey from UOCB.

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