“Mapping and analysis of production and market of Organic produce in Uttarakhand”
18 May 2013“Mapping and analysis of productionand market of Organic produce inUttarakhand”Presented by:Prachi Mishra (12201029)Anoop Kumar Mishra (12201005)KIIT School of Rural Management1ESTABLISHMENT OF ‘BUSINESS CELL’ INUTTARAKHAND2012-14(Host Organization:- TechnoServe India)
BACKGROUND5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand2What is Organic?Organic Agriculture is a sustainable and environment friendlyproduction system that offers cultural benefits. This type of agriculturefollows with no use of fertilizers and pesticides.Introduction of Business Cell:-Enterprise-1 Enterprise-2 Enterprise-3 Enterprise-(n)
5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand3RESEARCHQUESTIONSRESEARCHHYPOTHESIS1. Why there is a requirement of creating databaseand how will map out the aggregation areas oforganic raw material availability in Uttarakhand?2. Who are the various agencies involved inprocurement of organic produce and what are thevarious schemes pertaining to promotion ofproduction in Uttarakhand?3. How can we map out the details of enterprisesand demands of raw/ value added produce inorganic sector in Uttarakhand, Delhi NCR?4. What are the factors affecting demand oforganic products and customer preference, buyinghabit & needs in Uttarakhand, Delhi NCR?Hypo-1. Availability of organic produce is veryhigh but there is no pre-defined database whichcan provide information related to allcommodities season wise.Hypo-2. Awareness of Organic foods is quite lowbut need for pure and high quality food isextremely high.Hypo-3. There is a growing concern regardingpesticides & chemical across the large segment ofmarket for health.Hypo-4. Organic food is not likely to be universalfood habit, it will find niches & specific marketsegments.RESEARCH QUESTIONS/ HYPOTHESIS
RESEARCH LIMITATION5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand41. The duration of a project time is 70 days which is less2. Financial constraint.3. The climatic conditions are not favourable4. Response rate is low5. Quality of data (authentication)6. Researchers error (sample bias & confounding factors) Production Mapping: Uttarakhand Market Mapping: Delhi NCR and DehradunGEOGRAPHICAL COVERAGE:-
PRODUCTION MAPPING5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand5Purpose TechniquesMap out the organic production andmarketable surplus in UttarakhandCollection of production data from UOCBand calculation of marketable surplus.Creating a database of organic raw materialproductionCompilation of data (area wise andcommodity wise)Identification of various companiesinvolved in procurement of organic foodproduce .Field visits and secondary researchCreating a database of various schemes tosupport organic food production .Primary and secondary research
DATA COLLECTION FOR PRODUCTION MAPPING5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand6Primary data collection Secondary data collectionOrganic producer groups (Survey &Interview)Uttarakhand Organic CommodityBoard (UOCB)Federations (Survey & Interview) Uttarakhand Livelihood ImprovementProgramme in Hills (ULIPH’s)Retailers (Survey & Interview) Reports and StudiesFarmers (Survey & Interview) InternetWe have used Simple Random Sampling and Snow BallSampling Method for selection of our Respondents.
0500100015002000250030003500ChamoliDehradunHaridwarPauriTehriUttarkashiRudraprayagU.S.NagarNainitaalAlmoraBageshwarChampawatCereals0500010000150002000025000ChamoliDehradunHaridwarPauriTehriUttarkashiRudraprayagU.S.NagarNainitaalAlmoraBageshwarChampawatMillets0500100015002000250030003500ChamoliDehradunHaridwarPauriTehriUttarkashiRudraprayagU.S.NagarNainitaalAlmoraBageshwarChampawatFruits0100020003000400050006000ChamoliDehradunHaridwarPauriTehriUttarkashiRudraprayagU.S.NagarNainitaalAlmoraBageshwarChampawatPulsesSource: Uttarakhand OrganicESTIMATED SURPLUS OF COMMODITIES (UTTARAKHAND)7Mapping and analysis of production and market of organic producein Uttarakhand
0100020003000400050006000ChamoliDehradunHaridwarPauriTehriUttarkashiRudraprayagU.S.NagarNainitaalAlmoraBageshwarChampawatSpices05000100001500020000250003000035000ChamoliDehradunHaridwarPauriTehriUttarkashiRudraprayagU.S.NagarNainitaalAlmoraBageshwarChampawatVegetables020000400006000080000100000120000140000160000180000200000ChamoliDehradunHaridwarPauriTehriUttarkashiRudraprayagU.S.NagarNainitaalAlmoraBageshwarChampawatCash Crop (Sugarcane)Source: Uttarakhand OrganicContinued…8Mapping and analysis of production and market of organic producein Uttarakhand
Seasonality of Marketable Surplus in UttarakhandCategory Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecHighestSurplus inDist.Millets ChamoliCereals NainitalPulses ChamoliSpices ChampawatVegetables DehradunFruits NainitalCash crops(Sugarcane)HaridwarSEASONALITY ANALYSIS9Mapping and analysis of production and market of organic producein Uttarakhand
VISIT TO NANDAKINI SWAYAT SAHKARITA, NANDPRAYAG5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand12PURPOSE OF VISIT: To collect the primary marketable surplus data for triangulation of secondary data (collected from UOCB andULIPH). 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 helpthem out. To see what value addition they do and from which commodity, & to know what can be other value addition fromMandua.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 materialWeakness• Problem of Transportation• Seasonal Market• No established market for Soy productsOpportunities• 6 months yatra route for sale of products• Capture Delhi and Dehradun marketThreat• Unavailability of institutional support• Might disrupt the already successful business
MARKET MAPPING5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand13Purpose TechniquesCollection and analysis on customerdemographics, preferences, needs, andbuying habits to identify potential markets.Collected primary and secondary datathrough structured consumer survey inDelhi NCR and Dehradun.Suggest appropriate value addition optionsfor different organic categories based on theanalysis of the above data.Based on Retailer survey andsecondary data.Showcasing some case studies ofsuccessful enterprises. Case study researchCreating a database of the variouscompanies and brands present in theorganic space of Uttarakhand/IndiaPrimary and Secondary Research.
STUDY OBJECTIVES5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand14 To assess the demand / potential for specific categories ofOrganic 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 Honeyin 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 METHODOLOGY5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand15Intent Study Method ToolsTarget consumer group,Market place, ConcernlevelStructured interview oftarget consumers andretailersQuestionnaire, SecondaryresearchPerception of organic food,Demand estimationStructured interview oftarget consumers andretailersQuestionnaire, FocusGroup DiscussionFactor affecting decision,Premium pay, Supply ofOrganic CommodityStructured interview oftarget consumers andretailersQuestionnaire, SecondaryresearchAwareness, Marketopportunity, AvailabilityStructured interview oftarget consumers andretailersQuestionnaire, FocusGroup Discussion- The exploratory research method was used for the study.
RESPONDENT SELECTION & SAMPLE SIZE5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand16- Simple Random Sampling used in selection of respondent from uppermiddle class for consumer survey.- Interview was planned to be conducted as a mix of interviews in/ outsidesupermarkets, home visits & metros.SAMPLE SIZES. No. City Target1 Delhi 502 Noida 203 Ghaziabad 104 Faridabad 105 Gurgaon 106 Dehradun 20Total Sample Size 120
CONSUMER PERCEPTION5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand171. 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 CHEMICALSLowConcern1 % respondentRice, PulsesHighConcern80 % respondentFruits, Vegetables,Honey, Spices, MilkNeutral19 % respondentBakery ProductsWheat flour
PLACE OF PURCHASE5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand180102030405060No.ofrespondentsCommoditiesLocal GroceryLarge SupermarketCart/vendorDepartmental StoreSpeciality StoreSource: Consumer Survey (Delhi NCR)
5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand19Source: Consumer Survey (Delhi NCR)13%22%3%1%12%3%5%5%6%23%7%RATING FOR ORGANIC DECISIONTasteHealthyPricePromotional OfferQuality/ BrandRetailerLocation of OutletReccomandationAdvertisementAwarenessPackaging
RECOMMENDATIONS5/18/2013Mapping and analysis of production and market of organic producein Uttarakhand201. 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 UOCBcan 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 LIMITATION1. 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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