“Mapping and analysis of production and market of Organic produce in Uttarakhand”
1. 18 May 2013
“Mapping and analysis of production
and market of Organic produce in
Uttarakhand”
Presented by:
Prachi Mishra (12201029)
Anoop Kumar Mishra (12201005)
KIIT School of Rural Management
1
ESTABLISHMENT OF ‘BUSINESS CELL’ IN
UTTARAKHAND
2012-14
(Host Organization:- TechnoServe India)
2. BACKGROUND
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Mapping and analysis of production and market of organic produce
in Uttarakhand2
What is Organic?
Organic Agriculture is a sustainable and environment friendly
production system that offers cultural benefits. This type of agriculture
follows with no use of fertilizers and pesticides.
Introduction of Business Cell:-
Enterprise-1 Enterprise-2 Enterprise-3 Enterprise-(n)
3. 5/18/2013
Mapping and analysis of production and market of organic produce
in Uttarakhand3
RESEARCH
QUESTIONS
RESEARCH
HYPOTHESIS
1. Why there is a requirement of creating database
and how will map out the aggregation areas of
organic raw material availability in Uttarakhand?
2. Who are the various agencies involved in
procurement of organic produce and what are the
various schemes pertaining to promotion of
production in Uttarakhand?
3. How can we map out the details of enterprises
and demands of raw/ value added produce in
organic sector in Uttarakhand, Delhi NCR?
4. What are the factors affecting demand of
organic products and customer preference, buying
habit & needs in Uttarakhand, Delhi NCR?
Hypo-1. Availability of organic produce is very
high but there is no pre-defined database which
can provide information related to all
commodities season wise.
Hypo-2. Awareness of Organic foods is quite low
but need for pure and high quality food is
extremely high.
Hypo-3. There is a growing concern regarding
pesticides & chemical across the large segment of
market for health.
Hypo-4. Organic food is not likely to be universal
food habit, it will find niches & specific market
segments.
RESEARCH QUESTIONS/ HYPOTHESIS
4. RESEARCH LIMITATION
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Mapping and analysis of production and market of organic produce
in Uttarakhand4
1. The duration of a project time is 70 days which is less
2. Financial constraint.
3. The climatic conditions are not favourable
4. Response rate is low
5. Quality of data (authentication)
6. Researchers error (sample bias & confounding factors)
Production Mapping: Uttarakhand
Market Mapping: Delhi NCR and Dehradun
GEOGRAPHICAL COVERAGE:-
5. PRODUCTION MAPPING
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Mapping and analysis of production and market of organic produce
in Uttarakhand5
Purpose Techniques
Map out the organic production and
marketable surplus in Uttarakhand
Collection of production data from UOCB
and calculation of marketable surplus.
Creating a database of organic raw material
production
Compilation of data (area wise and
commodity wise)
Identification of various companies
involved in procurement of organic food
produce .
Field visits and secondary research
Creating a database of various schemes to
support organic food production .
Primary and secondary research
6. DATA COLLECTION FOR PRODUCTION MAPPING
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Mapping and analysis of production and market of organic produce
in Uttarakhand6
Primary data collection Secondary data collection
Organic producer groups (Survey &
Interview)
Uttarakhand Organic Commodity
Board (UOCB)
Federations (Survey & Interview) Uttarakhand Livelihood Improvement
Programme in Hill's (ULIPH’s)
Retailers (Survey & Interview) Reports and Studies
Farmers (Survey & Interview) Internet
We have used Simple Random Sampling and Snow Ball
Sampling Method for selection of our Respondents.
9. Seasonality of Marketable Surplus in Uttarakhand
Category Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Highest
Surplus in
Dist.
Millets Chamoli
Cereals Nainital
Pulses Chamoli
Spices Champawat
Vegetables Dehradun
Fruits Nainital
Cash crops
(Sugarcane)
Haridwar
SEASONALITY ANALYSIS
9
Mapping and analysis of production and market of organic produce
in Uttarakhand
12. VISIT TO NANDAKINI SWAYAT SAHKARITA, NANDPRAYAG
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Mapping and analysis of production and market of organic produce
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PURPOSE OF VISIT:
To collect the primary marketable surplus data for triangulation of secondary data (collected from UOCB and
ULIPH).
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 help
them out.
To see what value addition they do and from which commodity, & to know what can be other value addition from
Mandua.
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 material
Weakness
• Problem of Transportation
• Seasonal Market
• No established market for Soy products
Opportunities
• 6 months yatra route for sale of products
• Capture Delhi and Dehradun market
Threat
• Unavailability of institutional support
• Might disrupt the already successful business
13. MARKET MAPPING
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Mapping and analysis of production and market of organic produce
in Uttarakhand13
Purpose Techniques
Collection and analysis on customer
demographics, preferences, needs, and
buying habits to identify potential markets.
Collected primary and secondary data
through structured consumer survey in
Delhi NCR and Dehradun.
Suggest appropriate value addition options
for different organic categories based on the
analysis of the above data.
Based on Retailer survey and
secondary data.
Showcasing some case studies of
successful enterprises. Case study research
Creating a database of the various
companies and brands present in the
organic space of Uttarakhand/India
Primary and Secondary Research.
14. STUDY OBJECTIVES
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Mapping and analysis of production and market of organic produce
in Uttarakhand14
To assess the demand / potential for specific categories of
Organic 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 Honey
in 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.
15. RESEARCH METHODOLOGY
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Mapping and analysis of production and market of organic produce
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Intent Study Method Tools
Target consumer group,
Market place, Concern
level
Structured interview of
target consumers and
retailers
Questionnaire, Secondary
research
Perception of organic food,
Demand estimation
Structured interview of
target consumers and
retailers
Questionnaire, Focus
Group Discussion
Factor affecting decision,
Premium pay, Supply of
Organic Commodity
Structured interview of
target consumers and
retailers
Questionnaire, Secondary
research
Awareness, Market
opportunity, Availability
Structured interview of
target consumers and
retailers
Questionnaire, Focus
Group Discussion
- The exploratory research method was used for the study.
16. RESPONDENT SELECTION & SAMPLE SIZE
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Mapping and analysis of production and market of organic produce
in Uttarakhand16
- Simple Random Sampling used in selection of respondent from upper
middle class for consumer survey.
- Interview was planned to be conducted as a mix of interviews in/ outside
supermarkets, home visits & metros.
SAMPLE SIZE
S. No. City Target
1 Delhi 50
2 Noida 20
3 Ghaziabad 10
4 Faridabad 10
5 Gurgaon 10
6 Dehradun 20
Total Sample Size 120
17. CONSUMER PERCEPTION
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Mapping and analysis of production and market of organic produce
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1. 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 CHEMICALS
Low
Concern
1 % respondent
Rice, Pulses
High
Concern
80 % respondent
Fruits, Vegetables,
Honey, Spices, Milk
Neutral
19 % respondent
Bakery Products
Wheat flour
18. PLACE OF PURCHASE
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Mapping and analysis of production and market of organic produce
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0
10
20
30
40
50
60
No.ofrespondents
Commodities
Local Grocery
Large Supermarket
Cart/vendor
Departmental Store
Speciality Store
Source: Consumer Survey (Delhi NCR)
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Mapping and analysis of production and market of organic produce
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Source: Consumer Survey (Delhi NCR)
13%
22%
3%
1%12%
3%
5%
5%
6%
23%
7%
RATING FOR ORGANIC DECISION
Taste
Healthy
Price
Promotional Offer
Quality/ Brand
Retailer
Location of Outlet
Reccomandation
Advertisement
Awareness
Packaging
20. RECOMMENDATIONS
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Mapping and analysis of production and market of organic produce
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1. 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 UOCB
can 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 LIMITATION
1. Non-availability of organic production data of previous years.
2. Biased response on price question.
3. No data on organic honey from UOCB.