1. PRESENTATION
ON
“Farmers Perception Towards The Contract Farming of
Okra In Maharashtra at Kay Bee Exports.”
Speaker
Komal C.Gonjari.
3rd Sem (2070512007)
AABMI
NAU,Navsari
Major Advisor
Dr. Ruchira Shukla
Associate Professor
AABMI
NAU, Navsari
2. Flow of Presentation
Company Profile
Product Profile
Project
Purpose and Scope of the Study
Research Methodology
Data Analysis And Interpretation
Findings
Managerial Implications
Conclusion
2
4. • KAY BEE EXPORTS is located at Navi Mumbai in the state of
Maharashtra. Mr. Prakash Khakhar is the CEO of the organization under whose
headship they have been scaling new heights in the business of Fresh Fruits &
Fresh Vegetables.
• Kay Bee Exports is a leading company, exporting vegetables such as okra,
chilli, Baby corn, Bottlegurd as well as fruits like pomegranate and mango to
the European market
Company Profile
4
5. • KAY BEE EXPORTS is located at Navi Mumbai in the state of
Maharashtra. Mr. Prakash Khakhar is the CEO of the organization under whose
headship they have been scaling new heights in the business of Fresh Fruits &
Fresh Vegetables.
• Kay Bee Exports is one of India’s leading integrated fruit and vegetable exporters
with annual revenues exceeding US$ 15 million. They have won five consecutive
export awards.
Company Profile
5
6. • Kay Bee specializes in Indian pomegranates, mangoes and vegetables like
okra, baby corn and chilli peppers. The company air-freight fruit and
vegetables from India to Europe with exports of more than 5000 tonnes per
annum.
• The aim was to develop and implement effective production solutions to
improve the yield and quality of okra, manage residue levels, and create a
win-win situation for all the partners involved by implementing good
agricultural practices
6
7. • Own farming operations, tightly integrated contract farming production, fleet of 22
vehicles, own freight forwarding and customs clearance operations and a
distribution company in UK has helped Kay Bee bring in a lot of sustainability and
effective quality control in its operations.
• Kay Bee group owns farms in Maharashtra, Gujarat and Madhya Pradesh. Extensive
R&D is done on these farms and ‘Ideal Farm’ scenarios are created and trials are
conducted using advanced technology.
• Newer crop varieties are tried and tested. Kay Bee also encourages the use of Bio
Pesticides and has a facility for making bio pesticides for their farms and contract
farms.
7
8. • The vertical integration is Kay Bees biggest USP and gives Kay Bee an edge over
it’s competitors. This also ensures and assures its customers of quality fresh produce
each and every time.
• The Food Chain Partnership agreement between Bayer Crop Science and Kay
Bee was signed the 2009.
• Food Chain Partnership principles it was agreed to support farmers by offering and
guiding them with seed-to harvest solutions.
• Bayer Crop Science supported Kay Bee Exports in developing the plant protection
programme.
• The Bayer Crop Science team provided technical support to Kay Bee farmers with
Bayer Crop Science experts regularly visiting the Kay Bee farmers to monitor and
guide them through the pest and disease management programme.
8
11. 11
Kay Bee Exports around 2000 tons of
pomegranates in a year and is a market leader in
terms of both quantity and quality.
Availability:
Throughout the year.
Exports to -Europe, USA, New Zealand and
Australia.
Varieties-Alphonso, Kesar, Badami, Rajapuri,
Lalbagh. Kay Bee mangoes are famous for its taste
of freshness and prolonged shelf life.
Availability:From March till end of July
12. 12
Exports to- chilies to UK, Hong Kong, Sweden
and Lisbon. Supply Red chilies, Pecador chilly,
Bhavnagari chilly,, Bullet chilly, Finger Chilly and
Bird Eye Chilly varieties.
Availability:
Throughout the year.
Globally, retailers import Okra from India of which
major chunk comes from Kay Bee Exports.
Availability:
Throughout the year
14. Project Title
“Farmers Perception Towards The Contract Farming of Okra In Maharashtra at
Kay Bee Exports.”
Objective:
1. To study the Socio- Economic profile of the contract Farmers.
2. To assess the perception and satisfaction of contract farmers towards the
Company.
3. To identify the important factors influencing the adoption of contract
farming
4. To suggest strategies for expanding and strengthening the farmer base
for contract farming.
14
15. This study analyzes the various factors which are considered by farmers
while doing contract farming with kay bee exports. The main objective is to
assess the perception and satisfaction of contract farmers towards the Kay
Bee Exports Company in Satara, Pune & Solapur district in Maharashtra.
The data collected has been subjected to analysis and interpretation on
the basis of objectives and managerial implication have been given at the
end, which will help the company to improve their strategies for contract
farmers, It also helps in identify the problems of the contract farmers. The
study makes some suggestions for improvement in their contract farming
strategies.
Purpose and Scope of the Study
15
17. • Nature and sources of data:
In order to evaluate the objectives of the study, data was collected from both
primary and secondary sources.
1. Primary data:
The primary data was collected using a pre-structured questionnaire
including a number of variables/parameters.
2. Secondary data:
The secondary data required were collected through various sources like
company website, magazines, internet sources, company leaflet and other
sources.
• Method of Data Collection: - Personal Interview method.
• Research Instrument:
• Questionnaire: The questions were framed in simple & local language with
orderly arrangement
Research Methodology
17
18. • Location of Study:
The Satara,Solapur,Pune district of Maharashtra was taken up for the study.
In the district, a large area is under cultivation of Okra. Out of which major
contract farmer of Kay Bee Exports which is located in this area.
18
19. Area of Survey:
A. Satara District : Phaltan Taluka
B. Solapur District : Malshiras Taluka
C. Pune District : Baramati Taluka
Sampling design:
Purposive sampling method was adopted as sampling procedure for the
study.
Selection of Farmer:
A total of 100 farmers were selected from 3 District namely by Satara, Pune &
Solapur of Maharashtra state.
19
20. Sample Size:
• Farmer: 100
District Taluka Villages Farmers
Satara Phaltan Sakharwadi,Phaltan 70
Solapur Malshiras Karunde 15
Pune Baramati Sangavi 15
Total - - 100
20
22. Satara Solapur Pune
percentage 70 15 15
0
10
20
30
40
50
60
70
80
Sample distribution (n=100)
Objective 1:
To study the Socio- Economic profile of the contract Farmers.
Fig No: 1 District wise composition of sample
22
23. Fig No: 2 Education Status of contract farmers
illeterate
secondary
level (10)
higher
secondary(12)
diploma graduate post graduate
% 5 44 17 5 24 5
0
5
10
15
20
25
30
35
40
45
50
Education Status of Respondent
23
24. Marginal
(Below 1 hec.)
Small
(1-2 hec.)
Medium
(2-5 hec.)
Large
(Above 5 hec.)
Percentage 16% 55% 21% 8%
0%
10%
20%
30%
40%
50%
60%
AxisTitle
Total land holding of farmers
(n=100)
Fig No:3 Total Land holding of Farmers:
24
26. Fig No:5 Area under okra cultivation last year.
0-0 0.25-0.5 0.5-1 1 to 2 2 to 3
percentage 15 44 31 9 1
0
10
20
30
40
50
Cultivated area last year
(n=100)
26
27. 0.5-1 1 to 2 2 to 3
Series1 76 24 0
0
10
20
30
40
50
60
70
80
AxisTitle
Cultivate area in current year
(n=100)
Fig No:6 Area under Okra cultivation In Current Year
among contract farmers.
27
29. Mulching g-fab net micro irrrigation none of these
percentage 0 0 31 69
0
10
20
30
40
50
60
70
80
Advance technology Used
Fig No:8 Advance Technology used by the farmers for farming.
29
30. drip sprinkler flood
percentage 29 2 69
0
10
20
30
40
50
60
70
80
Irrigation Type
(n=100)
Fig No:9 Irrigation type used for farming.
30
32. Objective no:2
To assess the perception and satisfaction of contract farmers
towards the Company.
94%
6%
Satisfication towards pest and disiase management
(n=100)
yes no
Fig No.11 Satisfaction towards the Pest and Diseases management:
32
34. Fig No.13 Farmers Satisfaction towards the Contract
farming with Company.
Yes No
Percentage 100 0
0
20
40
60
80
100
120
Satisfied with Contract Farming
(n=100)
34
35. 0
20
40
60
80
100
120
Yes No
Like to continue Contract Farming
(n=100)
Fig No:14 No. of farmers would like to continue contract
farming with Kay Bee Exports.
35
36. Cash Cheque Bank transfer
Percentage 0 11 89
0
20
40
60
80
100
Payment Mode of Company (n=100)
Fig No.15 Payment mode used by the company.
Objective no: 3
To Identify The Important Factors Influencing The Adoption of
Contract Farming.
36
37. 65
84
100
94
77
78
35
16
0
6
23
22
0 20 40 60 80 100 120
Training And…
Input Provided
Fixed price
Transportation…
Regular Payment
Good Production
No.of respondent
Parameters
Factors Influencing for doing Contract Farming with
Kay Bee (n=100)
Yes
No
Fig No 16 Factors Influencing Farmers when they doing Contract
Farming with Kay Bee.
37
38. Fig No: 17 Most influencing factor on farmers to do contract
farming with Kay Bee Exports:
2
23
46
5
7
17
0 10 20 30 40 50
Extention & Training
Input Provided
Fixed price
Transportation
facilities
Regular payment
Good production
No.of respondedts
InfluencingFactors
n=100
38
39. 39
Figure no:18 Rate the Kay Bee Exports on various parameters
price provided inputs
transportation
facilities
training
technical
supports
brand image
Series1 216 295 300 106 103 300
0
50
100
150
200
250
300
350
3
2 1
1
54
Rate the Kay Bee Exports on various parameters
41. • Majority of 44 % farmers completed their education upto Secondary level.
• Majority i.e. 55 % farmers are small farmers having land holding in range
of 2-5 hector and only few farmers are large farmers i.e. they having land
holding up to more than 5 hectare. Many small farmers are engaged in
contract farming.
• About 33 % of farmers are associated with company from last 5 years and
very few farmers are new from the surveyed sample i.e. only 7 % farmers
are associated with company from one year ago. Farmers are associated
from long period with this company.
• 76% farmers cultivate okra crop under the 0.5-1 acre and remaining 24 %
farmers cultivated okra in 1-2 acre.
Findings
41
42. • It is found that 35%farmer cultivated Minakshi, 20% farmers cultivated
Mahico, 29% farmers cultivated Sayba and 16% farmers cultivate the
variety Shakti given by company.
• Only 31%farmers used the advance technology like micro-irrigation for
farming and remaining 69% farmers were not using any new technology
for farming.
• 69% farmers use flood type for irrigation,29% farmers used drip irrigation
and only few farmers i.e. only 2% farmers used sprinkler for irrigation.
• 94% farmers were satisfied with pest and disease management and also
sprayer’s service provided by company.
42
43. • 100 % farmers are satisfied with doing contract farming with Kay Bee
and also like to continue this contract farming with Kay Bee
Company.
• Majority (46%) farmers influenced by the factor of fixed price,
23%farmers influenced by input provided for contract farming.
• Kay Bee Exports are rated highest on brand image of company and
transportation facility provided by company from farm. It was rated
lowest on training and technical Support.
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45. 1. Farmer want better price for the produce, as the input charges (labour
etc.) have increased. So company needs to renew the prices.
2. Late spraying of pesticides had led to losses due to pest attack as a
result; the company should check timely availability of spraying
facility.
3. Company should also give emphasis on providing information using
SMS facility so as to understand the requirement and problem of
farmer.
MANAGERIAL IMPLICATIONS
45
46. 4. Most farmer are small farmer, so for them credit facility should be provided
for purchase of fertilizer and new implements.
5. Company should provide soil testing facility to the farmer.
6. Farmer are getting timely assistance by the Kay Bee but still wants to adopt
hi-tech technologies like polythene mulching and new varieties which can
lead to better production.
46
48. Contract farming, as farmers are getting more aware about it day
by day as it has been used for agricultural production for decades but its
popularity appears to have been increasing in recent years.
Farmers which are associated with the company are majorly small
farmers and they had long relationship with the company since the company
has started. Farmers are well satisfied with the services and assistance
provided by the company and they are willing to continue with the
agreement due to assured market and access to production support like
technical support, training and input facility provided by company and
reasonable competitive prices given by the company.
As technology advances, company has to keep themselves
updated and should educate and communicate the farmers. Company need to
focus the farmers problems and should understand it,to maintain mutually
satisfying relationship.
CONCLUSION
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