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Design for Retail Experience, 2011-13SystemDesignExport ofAgricultural and Processed FoodsBhavanee GS | Garima Chaudhary |...
IndexIntroduction
The Study
Opportunity findings
Proposed Designs (introduction)
The final Designs

Introduction1               Course structure:               - studying the system for                 understanding the de...
IntroductionFaculties andGROUP                   Course AbstractC S Susanth                   Relevance:Tulip             ...
• To enable the students to understand the world around us and    • Build conjectural opportunity models.  to look at thin...
The study2            - various levels of study              conducted            - industry visit            - meeting wi...
The studySubject of study   Conclusions:                   - Very less knowledge about the particular field                ...
Study level: 2Secondary Chart formulations:Elaborate                                7
Study level: 3      Study level: 4Linkage formation   Preliminary visit to market                    Spar                 ...
Brown Tree             9
Godrej’s Nature’s Basket                           10
Conclusions:- brand creation through packaging- high emphasis on produce acquirement- information about exporting country,...
4. work distribution patterns or new trends: digitalization           KAPPEC5. inputs to the various levels of supply chai...
                                                             Study level: 6Problem area:
Interest costs
                  ...
Opportunity areas (level 2)Positioning of Indian food abroad
Food mapping 
Trade mapping 
Government organization
Transpar...
Opportunity finding3              The opportunity areas as              observed for the particular              system   ...
Opportunity areasThe findings                                 3. As observed in the industry visit                         ...
TOPICS CHOSEN:Bhavanee GS:
Business Updating systemGarima Chaudhary: 
Information Architecture, data organization for simp...
Farmer Trainingsystem6             KETAKI KARKHANIS             The design intervention             hence proposed.       ...
The proposed DesignKetaki Karkhanis                                   Why organic farming?                                ...
ganic products
Present status of Organic Export from                                                                  Avai...
methods (production, harvest and post harvest techniques, ba-sic standards etc.), but also in how to sell, promote and div...
The Final DesignFarmer Training                                                                   Jaivik bharat           ...
Interface for kiosk
thank you
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
System Design : Educating Farmers About Organic Farming
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System Design : Educating Farmers About Organic Farming

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A system design project on export of agricultural and processed food. Developing a plan to educate farmers about organic farming and exports.

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System Design : Educating Farmers About Organic Farming

  1. 1. Design for Retail Experience, 2011-13SystemDesignExport ofAgricultural and Processed FoodsBhavanee GS | Garima Chaudhary | Ketaki Karkhanis
  2. 2. IndexIntroduction
The Study
Opportunity findings
Proposed Designs (introduction)
The final Designs

  3. 3. Introduction1 Course structure: - studying the system for understanding the details - open discussion for categorizing various connections in the system - analyzing the system by visiting various areas - finding opportunity areas - developing a systems level thinking and understanding the impacts of the design change - developing a prototype for the same
  4. 4. IntroductionFaculties andGROUP Course AbstractC S Susanth Relevance:Tulip The course intends to show that application of design at the strategic level can be a very powerful tool for solving complex problems involving many disciplines and spheres of knowledge that goes well beyond the usual scope of design tasks as tradi- tionally defined and taught in design curriculum.TEAM MEMBERS: Objectives: • To understand the systems approach while dealing with any task or situationBhavanee GS • To understand the basic structure of a system as some kind ofGarima Chaudhary a complex ‘whole’, consisting of the elements and the relationKetaki Karkhanis between these elements. 3
  5. 5. • To enable the students to understand the world around us and • Build conjectural opportunity models. to look at things as a whole. • Build scenarios of macro / micro opportunities.Course Contents: • Select specific opportunity.After developing familiarity with system thinking concepts, the • Individually build and deliver / document.students are given a theme. The task involves investigation ofthe whole system and generating the most optimum model for • Application of systems approach towards problem solving in athe specific opportunity within the system. given context.Methodology:• Assignments in group - Locate and discover accessible 
 knowledge for systems / system thinking / systems dynamics (MIT) / system modeling.• Assignments in group – abstract theme and exercise in model- ing.• Brainstorming / random checklist.• Explore structure; Reality checks; build models; find metphors / apply metaphors.• Make memorable models.• Group research on identified theme.• Discover attributes and specific knowledge. 4
  6. 6. The study2 - various levels of study conducted - industry visit - meeting with the various experts Time: 3 weeks
  7. 7. The studySubject of study Conclusions: - Very less knowledge about the particular field - Therefore, studying the system through the various available sources - Considered medias:Levels Of Study: - Internet: APEDA, KAPPEC, Agrixchange, Agriculture web- site: Krishi, etc.Study level: 1 - Newspaper, magazines: APEX Update - Research documents: product diversification, product pro- motion, etc 6
  8. 8. Study level: 2Secondary Chart formulations:Elaborate 7
  9. 9. Study level: 3 Study level: 4Linkage formation Preliminary visit to market Spar 8
  10. 10. Brown Tree 9
  11. 11. Godrej’s Nature’s Basket 10
  12. 12. Conclusions:- brand creation through packaging- high emphasis on produce acquirement- information about exporting country, exporter, importer.- information about date of import and date of expiry (generally after 2/3 years)- shelf talkers: trained and friendly staff- packaging, sealing styles and shelf tessellationStudy level: 5Meeting with expertsQuestionnaire: (information categories)1. About the industry2. about the firm and their importance in the industry3. work done and flow of work in the existing scenario 11
  13. 13. 4. work distribution patterns or new trends: digitalization KAPPEC5. inputs to the various levels of supply chain, their assimilation6. any new introductions, yet to be made announcements7. market trends, brand development, participationsAPEDA CONCLUSIONS: Crop issues:
 Pomegranate: diseased: low production levels
 Onions: sprouting
 Other: rotting, splitting Cold storages:
 Kushtagi
 Bijapur, Bagalkoth Upcoming:
 Hubli: Mangoes (fresh + processed)
 Belgam: Fresh fruits and Veg.
 Bhidar, Humnabad: Fresh fruits and Veg. 12
  14. 14.   Study level: 6Problem area:
Interest costs
 Industry visit:Labor costs
 Field visit at Indo-Spanish tasty foodEfficiency
Technology: available but cannot be used
 (Gherkin processing and packaging)
Climatic zones
Geography
Small land holdings
IrrigationOpportunity areas:
Education 
Trade fairs
International positioning
Transportation 
Transparency to the system: collaborative input required
Geographical locations
PackagingSuggestions:
China’s strategies
Processing Plant visit 13
  15. 15. Opportunity areas (level 2)Positioning of Indian food abroad
Food mapping 
Trade mapping 
Government organization
Transparency to the system
Beginners guide 
Farming and education 14
  16. 16. Opportunity finding3 The opportunity areas as observed for the particular system Time: 1 week
  17. 17. Opportunity areasThe findings 3. As observed in the industry visit # mechanization
 # odor control: air-conditioning
 # temperature control, control in humidity levels 4. Others " - Data organization and connectivityOpportunity Areas: # - Research document accessibility # - Inter-relativity of all data for Beginners " - Data organization and structuring for the professionals1. As observed in the market study" brand building
# exposures
# value creation2. As observed after meeting with experts# Education
# System re-organization: corruption
# Awareness 16
  18. 18. TOPICS CHOSEN:Bhavanee GS:
Business Updating systemGarima Chaudhary: 
Information Architecture, data organization for simpleflow of data and accessibility.Ketaki Karkhanis: 
Farmer education and awareness creation 17
  19. 19. Farmer Trainingsystem6 KETAKI KARKHANIS The design intervention hence proposed. Time: 1 week
  20. 20. The proposed DesignKetaki Karkhanis Why organic farming? Healthy food: Contains no toxic substances-safe 
 Natural & Good taste
 Higher benefit cost ratio due to less external input use and pre- mium price (20-25%)
 Takes care of Environmental concerns of Farming Organic food products exported from India include the 
Export: Farming And Education following:
Organic Farming: Organic Cereals: Wheat, rice, maize or corn 
APEDA (Agricultural and Processed Food Export Organic Pulses: Red gram, black gram 
Development Authority) coordinates the export of Organic Fruits: Banana, mango, orange, pineapple, passion fruit, cashew nut, walnut 
organic food (and other food products) in India. Organic Oil Seeds and Oils: Soybean, sunflower, mustard, cot-Demand for organic products has created new ton seed, groundnut, castor 
export opportunities for the developing world Organic Vegetables: Brijal, garlic, potato, tomato, onion 
 Organic Herbs and Spices: Chili, peppermint, cardamom, tur- meric, black pepper, white pepper, amla, tamarind, ginger, va- nilla, clove, cinnamon, nutmeg, mace, 
 Others: Jaggery, sugar, tea, coffee, cotton, textile 44
  21. 21. ganic products
Present status of Organic Export from Availability of upgrade processing technologies.
India Low involvement from government 
India exported 135 organic products under 15 categories during No Research support for Nutrition and Taste2009
It valued US$116 million
Average growth of organic market in India is 50%
 Opportunity AreasAmong the products exported , cotton is at top followed by bas-mati rice and honey.
The demand of Indian organic products is increasing in Europe
 To organize small farmers to act as an organization that pro-There are 294 organic exporters in India 
 duces and market their own products for the domestic and ex-India exports its 70% organic products to Europe followed by port markets
the US (20%), South –East Asian countries(5%), Japan (3-5%) (co-operative business: Amul )
 To keep the farmers connected with the latest trends and cur- rent scientific knowledge ( latest findings: gaur seeds for petro-Problem areas for farmers in organic leum fracking)
 To create awareness about the agronomical factors. India beingexport a country with different agro-climatic zones, each state pro- duces its own specialty products. Based on soil and climate, In- dia is divided into 21 agro-ecological zones. 
Lack of proper infrastructure (for production and logistic)
 To assess demand and requirements in the international marketLack of marketing initiative
 and identify measures to improve the quality of Indian organicLack of funds
 products in line with international market requirements and edu-Lack of proper marketing network & marketing implementation
 cate farmer about it 
Lack of domestic and export marketing initiatives
 (Christmas : flowers )
No easy availability of organic raw materials
 Training programs for farmers not only in organic agricultureLittle knowledge on the requirements for the processing of or- 45
  22. 22. methods (production, harvest and post harvest techniques, ba-sic standards etc.), but also in how to sell, promote and diver-sify their markets and how to fulfill certifications requirements(internal control and administration)To help farmer to understand the supply chain bringing clarity inthe system.Proposed mediasDigital medias:
Government organized programs
Mobile phones
Mobile vansPhysical medias:
Training programs
Theater acts / Demonstrations
Village fairs (melas) 46
  23. 23. The Final DesignFarmer Training Jaivik bharat Modern agriculture practices are increasingly turning out to beSystem knowledge-based and hence gaining expertise in them is not an easy task for many of our rural farmers. Jaivik bharat is a NGO working for farmers’ education particularly in the area of organic farming and export. It is supported by APEDA and other govern- ment agencies. Jaivik bharat is an organization which encour-Ketaki Karkhanis ages the farmer towards organic farming and help the farmer to go into organic export. It not only educates the farmer about allIntroduction: the aspects about organic farming but also assists them on every step. Jaivik Bharat works on two levels i.e organize andThe following educational program is designed for the farmers to educate themabout organic farming and export. educate. Under organize they have training program for farm- ers, they encourages co-operative farming, they link the certifi-Training program: Weekly (6 months, step by step modules on organic farming) cation agencies and assist in paperwork, provide funds to farm- Monthly (6 months, step by step modules on organic export) ers. Under educate they give step by step information about or-Reminder medias: kiosk ( To refer the information provided in the program, ganic farming and export. Also in addition to the training pro- to stay connected to the international markets, to go gram they install a kiosk and have SMS alert system acting as through the demonstration videos etc. and be aware to a reminder media. the modern trends ) Direct Mailer ( monthly, information and latest news, answer queries sent by farmers) SMS service ( message alerts on weather or urgent business alerts ) 47
  24. 24. Interface for kiosk
  25. 25. thank you

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