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Professors

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Indian Institute of Management, Bangalore. Indian Agricultural Produce Distribution System ... Yeshwantpur APMC, Bangalore. Vegetables and fruits selected for study ... – PowerPoint PPT presentation

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Title: Professors


1
Indian Agricultural Produce Distribution System
Towards an Integrated Agri Produce Flow
  • Professors
  • S. Raghunath and D. Ashok
  • Research Scholars
  • Puneet Prakash Mathur and Thomas Joseph
  • Indian Institute of Management, Bangalore

2
  • In the Indian Manufacturing Context
  • It is customary to refer to various entities as
    supply chain players.
  • Players are beginning to regard effective supply
    chain management
  • as a team activity.
  • It is the supply chains that compete, and not
    individual businesses-
  • is an accepted axiom

What about the Agri Produce Supply Chain?
3
The Indian Agricultural Setting
  • Rural Population 72
  • Depend directly or indirectly on agriculture
    72
  • Self-sufficient in food-grain production
  • Share in Indias GDP is just 25


4
The Context of Indian Fresh Fruit and Vegetables
industry
  • Second largest producer of vegetables in the
    world
  • Second only to China
  • accounts for about 15 of the worlds production
    of vegetables
  • Largest producer of fruits in the world
  • accounts for about 8 of the worlds production
    of fruits
  • constitute around 10 of the total agricultural
    production of the country (Approximate size Rs
    25,000 crores)
  • Expected size of food industry Rs 500,000
    crores
  • Expected size by 2005
  • (FAIDA Revisited Realising the potential,
    January, 2004 by McKinsey Company prepared for
    CII)

FV production in India is high, and
opportunities in the field are large
5
Yet The Efficiency Of The Agri Produce Supply
Chain Is Not Even A Patch On The Indian
Manufacturing Supply Chain
  • Numerous intermediaries
  • High Level of Wastages
  • Lack of transparency prices, availability,
    demand, customer preferences
  • Poor Infrastructure Storage, Packaging,
    transportation / no cold chain
  • Poor linkages in the marketing channel

6
Our Field Study
  • Examined following areas
  • Role of each intermediary in the traditional
    channel
  • Quality, hygiene shelf life of agriculture
    produce
  • Wastages at various stages of distribution system
  • Price received by farmer vis-à-vis end-consumer
    price

7
Field Study Scope
  • Cultivation area covered
  • Hosakote Kolar taluks of Bangalore
  • Wholesale markets covered
  • New Kalisaipalyam Market,Bangalore Vegetables
  • Binipet market, Bangalore exclusively for Banana
  • Yeshwantpur APMC, Bangalore
  • Vegetables and fruits selected for study
  • Tomato, Potato, Cabbage, Cauliflower and Banana

8
Numerous Intermediaries
9
  • High cumulative wastages across the supply chain
    varied from 24 (for potato) to 40 (for tomato)

10
Way Forward
  • Is the way forward then..
  • Strengthening value added-essential activities
  • Total elimination of non value added activities

11
Lack of Transparency-Unacceptable Inequity in
Farmers Remuneration
One of the highest in the world !
12
Does The Supply Chain Promote Supply-Demand
Transparency?
  • Agri produce moves downstream
  • Demand traditionally flows upstream link to link

Semi Wholesaler
Wholesaler
Retailer
Consolidator
Demand
Customers
Farmer
travels upstream
Agri Produce
moves downstream
13
Field Study Findings Price
  • Price received by farmer varies from 24 to 58
    of end consumer price for different produces

14
Each link within the supply chain embraces the
following constituents
  • Perceived demand for produce
  • -purchase orders placed
  • -forecasts of what might happen
  • At least one added value process
  • -which customer is prepared to pay for
  • Information on current produce
  • -which may be stale or alternatively
    distorted or both

15
Each link within the supply chain embraces the
following constituents
  • Disturbances affecting produce supply
  • -rainfall / water table / electricity / farm
    equipment / transport.
  • Transmission lags or lead times
  • -which occur for both agri produce flow and
    information flow.
  • Decision points
  • -where information on agri produce
    availability, purchase orders
  • and stock levels is brought
    together and acted upon.

16
Potentially complex operation of supply chain is
made worse
  • This is because there is uncertainty associated
    with
  • Perceived demand
  • Quality of information
  • Time associated with the many transmission lags
  • both for agri produce flow and information flow

17
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18
Are Customer Preferences Transparent To
Suppliers Suppliers?
  • Customer needs expectations
  • Suppliers
  • Suppliers suppliers

Coordination
Success is linked to the strengths of the weakest
supply chain partner.
19
Are Customer Preferences Transparent To
Suppliers Suppliers?
  • Hotels/Restaurants
  • Catering joints
  • Home kitchens
  • Packaged food manufacturers
  • Ministry of Defence!
  • Suppliers
  • Suppliers suppliers

Coordination
20
Poor Handling Infrastructure
  • Poor and multiple handling
  • Improper bagging without crating
  • Lack of temperature controlled vehicles and
    storage facilities
  • Poor roads, warehouses and market yards

21
No Cold Chain
  • Without post-harvest preservation , fruits and
    vegetables tend to ripen
  • or perish very quickly
  • Cold chain helps preserve the fruits and
    vegetables for longer periods
  • Removal of field heat immediately after
    harvesting - within 2 hours
  • prevents ripening of fruits and vegetables
  • It is estimated that post harvest losses in India
    are typically around 30
  • - i.e. around Rs 30,000 Crores p.a!

22
Poor Linkages in the Marketing Channel
  • Current Relationships
  • Focus on produce sales transaction
  • Focus on produce as a commodity
  • Suggested Future Relationships
  • Focus on retention of farmer as a valued
    supplier
  • Focus on produce differentiated according to
    benefits

23
Poor Linkages in the Marketing Channel
  • Current Relationships
  • Short time scale
  • Little emphasis on farmer information and
    advisory service
  • Suggested Future Relationships
  • Long time scale
  • High commitment to farmer information and
    advisory service

24
! Poor Linkages in the Marketing Channel
  • Current Relationships
  • Moderate farmer contact
  • Quality is primarily the concern of farmer
  • Suggested Future Relationships
  • High farmer contact
  • Quality is the concern of all

25
So Why The Urgency ?
  • Agri Produce Perishability
  • Urgency
  • Search for efficiency

26
Suggested Improvements Dis-intermediation and
participation of organized players
27
A short video clip follows Thank You
28
  • Supply Chain Issues In The Distribution Of Fruits
    Vegetables

29
Orchard to Market Chain
5
6
4
3
7
8
2
1
9
30
Some Observations On The Current Agri Supply
Chain Scenario
  • Primitive systems of cultivation
  • Agriculture is disjointed as there is no linkage
    between production of agricultural produce and
    its demand in the market
  • Poor on-farm practices in harvest and
    post-harvest handling
  • Poor infrastructure in terms of transportation,
    storage and market
  • Difficulty in collection from numerous small
    farms

31
Some Observations On The Current Agri Supply
Chain Scenario
  • Negligent attitude towards post-harvest losses
  • Lack of quality consciousness
  • Absence of food processing units
  • Faulty power supply
  • Unavailability of modern cold storage

And yet, we are amongst the largest producer of
Fruits Vegetables in the world !!
32
Unshackling of the Supply Chain
  • Efficiating of the supply chain can happen on
    many fronts
  • Physical
  • Fiscal
  • Process
  • Technology

33
Physical
  • As the length of the chain gets reduced, each
    player has to do more
  • work
  • The resultant crashing of the link(s) will enable
    economies of scale to
  • build up
  • As competition hots up, size will matter and
    mom-and-pop outfits will need to consolidate to
    attain scale
  • For this consolidated chain to be competitive,
    their procurement costs must decrease
  • Large players are most likely to be able to
    service this requirement

34
Physical
  • The big players in the process, will bring in
    systematic ways of working and better practices
    and improved infrastructure like cold chain
  • Ultimately Consumers are the winners

35
Fiscal
  • Acts of Law that do not offer a level playing
    field will need to be
  • re-looked at (e.g. The APMC Act)
  • Introduction of uniform tax rates will encourage
    the disbanding of
  • artificial and fragmented links like CF
    Agents in each state
  • Impact of issues relating to subsidies will need
    to be studied for
  • relevance in current context

36
Process
  • The supply chain business processes will need to
    be revamped in line
  • with changing or improving practices
  • Adversarial relationships (e.g. with the
    wholesalers) will need to be
  • converted into one of genuine partnerships

37
Technology
  • Farm production technologies will need to be
    modernised
  • Usage of IT in agri-business will need to be
    enhanced
  • Linkages between farmers and the other players in
    the chain will need to be strengthened and IT
    offers this opportunity

38
Grower
  • Full risk borne at every stage
  • Marginal land holding
  • Disconnect with the market place

2
All pain little gain !
39
Harvesting
  • Manual methods
  • Poor storage conditions
  • Timing harvesting with transport arrival

40
Packaging
  • No grading or sorting
  • Poor packing
  • Inadequate processing capability

41
  • Poor storage conditions
  • Manual material handling

42
Improvements in the Distribution System
  • Can the Indian agri-produce distribution system
    be improved?
  • Adopt the global best practices which are present
    in developed countries
  • A model worked-out for the select produce (of the
    field study) based on above showed better
    realization to farmers and lower prices for end
    consumers

43
Improvements in the Distribution System
  • Adopt the global best practices which are present
    in developed countries
  • Storage
  • Post harvest storage facilities
  • Collection centers
  • Cold chain
  • Packaging
  • Special purpose containers to prevent
    transportation damages
  • Protection from contamination
  • Not imparting any toxic substance
  • Handling
  • Specialty handling tools and equipments
  • Transportation
  • Freighters
  • multi modal transport services
  • Logistics service provider
  • Storage, warehousing and material handling
    services

44
Improvements in the Distribution System
  • Adopt the global best practices which are present
    in developed countries
  • Value added services
  • Grading, sorting and packaging facilities leading
    to standardization
  • Ripening and primary processing facilities
  • adoption of good post harvest practices can
    result in significant cost savings
  • due to wastage reduction and economies of
    scale

45
Suggested Improvements Dis-intermediation and
participation of organized players
  • Illustrative example of tomato for establishing
    the benefits of organized distribution formats.

46
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47
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48
And The Winner Is ..
(Note All figures in )
49
Thank You D Ashok ashokd_at_iimb.ernet.in
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