1. A PRESENTATION
ON
“TO STUDY THE INTERNATIONAL & DOMESTIC
MARKETING
OF
EXOTIC HORTICULTURAL COMMODITIES OF
NORTH EASTERN REGION OF INDIA ”
AT
PAMOSA AGRI FRESH PVT. LTD. PUNE.
PRESENTED BY:
NABAJYOTI GUPTA
PGDM-ABM(2014-16)
International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA

2. COMPANY PROFILE
Pamosa Agri Fresh Pvt. Ltd is an emerging name in the
Agri-Produce Industry that intends to change the agro
landscape by becoming the pioneer in the branded fruits in
International & domestic market and to become best
service provider for Agri produce.
The company has a dedicated professional team for the
management of the farming operations, marketing, supply
chain management which creates value addition to
customer by effectively utilizing Farm to Fork Model.
The Management of the company has the immense
expertise in working with agriculture.
International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA 1/18

3. COMPANY PROFILE
Products:
International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA 2/18
Fresh Fruits
Floriculture
Spices
Processed
Products
Frozen
Products
Agro
Commodity

4. OBJECTIVES
1. To identify various potential international markets for exporting
these products and mapping of supply chain of selected high value
horticultural crops qualifying for air transportation along with end
markets, transportation costs and logistic issues of linking production
belts of these crops to markets.
2. Mapping competitive cost – differentiation in distant markets and
identifying transportation-cost gap to make selected products
competitive
3. To study the existing practices for procurement, pricing and payments
to the horticulture farmers on their produce and problems thereof.
4. Broad assessment of financial assistance for the transport subsidy
 Per unit support
 Annual financial implication.
International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA 3/18

5. RESEARCH METHODOLOGY
Sample size:
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Farmers
103
Govt. &
Semi Govt.
Offices
21
124

6. RESEARCH METHODOLOGY
 Source of Data: Primary & Secondary
 Sampling Method: Random Sampling Method
 Area Covered :
Major districts namely Guwahati, Kamrup, Karbi Along, Tinsukia
in Assam, Siliguri & Darjeeling in West Bengal, South Sikkim,
Gangtok in Sikkim, West Tripura, North Tripura in Tripura state.
International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA 5/18

7. DATAANALYSIS
Commodity WB (Darjeeling) Assam Sikkim Tripura
Citrus 18702 12000 1100 10500
Banana 10168 85000 ------- -------
Pineapple 24919 29000 31500
Papaya ------- 15000 ------- -------
Jackfruit ------- 25000 ------- 93000
Ginger 25163 42000 24300 9600
Turmeric N/A 13546 1300 800
Chilli 670 22346 2345 423
Exportable surplus from NE States : (In MT’s)
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8. DATAANALYSIS
Domestic Pricing of Exotic Fruits:
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9. DATAANALYSIS
Cost Build Up of Kiwi Fruit:
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10. DATAANALYSIS
Projected plan to introduce kiwi from Itanagar to New Delhi :
International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA 9/18

11. DATAANALYSIS
MARGINS :
Kiwi from Arunachal Pradesh is being marketed in Kolkata and yet
to be introduced in other major markets of country (esp. Delhi).
Kiwi price in Delhi is on an average Rs 150 per kg for Himachal
Pradesh and J&K variety and above Rs 200 per kg for imported
varieties. Therefore margin for kiwi is approximately over Rs 100
per kg.
In case of cymbidium orchid, landing cost in Delhi from Sikkim is
approximately Rs130-150 per stem (including logistics, packaging
and handling etc.) and the average price at flower market in
Connaught Place, near Rajiv Gandhi Handicraft Bhavan is
approximately Rs 200-250 per stem which depends on demand and
supply. This price goes beyond ` 300 at the retail outlets spread over
the city. Thus there is a margin of Rs 70–170.
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12. DATAANALYSIS
TRANSPORTATION FACILITIES : “Road Ways”
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13. DATAANALYSIS
TRANSPORTATION FACILITIES : “Air Ways”
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14. MAJOR FINDINGS
1. Trading Channel :
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15. MAJOR FINDINGS
2. International Markets :
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Commodities Countries
Mandarin Orange UAE, Nepal, Bangladesh
Banana UAE, USA, UK, Saudi Arabia, Sri Lanka and
Singapore.
Pineapple UAE, USA, UK, Netherlands, Nepal
Jackfruit USA, Bangladesh, and Singapore, Mayanmar
Ginger Mayanmar, Nepal, Bangladesh
Turmeric UAE, USA, Bangladesh, Iran, UK
Potato Mayanmar

16. MAJOR FINDINGS
4. Calculation of Returns (for subsidy on Kiwi transportation):
SROI (Social Return on Investment) – 171% (NPV of
Expenditure Rs 89.36 lakhs
NPV of Cash flow Rs 152.55 lakhs in three years).
SIRR (Social Internal Rate of Return) –25%.
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17. MAJOR FINDINGS
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18. SUGGESTIONS
• Business tie ups with SIMFED, GINFED, NERAMAC for initial 3-
4yrs.
• Setting up regional office in Guwahati or Siliguri.
• Going for contract farming on hills.
• Deep study & analysis of transportation subsidy.
• Getting in consultation with the Ministry of DONER.
• For processing ; business tie ups with small scale processing units at
minimal charges (5-8%)
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19. CONCLUSION
After the successful completion of the project , it has been found
that NER is a potential business site for PAMOSA Agri Fresh Pvt
Ltd, to carry out their horticultural commodity trading in the both
international & domestic market. The cost of setting up the business
would be minimal but time consuming. Laborers could be hired at a
much cheaper cost as compared to other regions of India to run
various unskilled operations. One of the most striking feature and a
major advantage for PAMOSA would be that exporting cost would
be very less as the NER is surrounded by many foreign countries
such as- Nepal, Bhutan, Bangladesh, China , which are a favorite
export destination for any Indian exporting company.
International & Domestic marketing of exotic horticultural produce of NE states at PAMOSA 18/18

20. International & Domestic marketing of
exotic horticultural produce of NE states at
PAMOSA 1/18