@ Simaces International Interdisciplinary Learning Centre,Pune by Nikhil Rajendra More.

1. Seeds and
Horticulture
Rural Marketing Workshop
Guided by
Dr. Nilesh Gokhale
Presented By
Mr. Nikhil More

2. Seeds
• Anything that can be sown, e.g. "seed" potatoes,
"seeds" of corn or sunflower “seed”.
• Seeds are most basic inputs to agriculture.
• After sowing seeds plant is obtained and then
followed by fruits,vegetables,flowers,etc.
• Diffrent types of seeds are Grain seeds, Oil seeds,
Vegetable seeds & Fruit seeds.

3. Seed Industry in India
• India has emerged as the fifth largest seed market across the
globe.
• According to IMARC Group’s latest report titled, “Seed
Industry in India: Market Trends, Structure, Growth, Key
Players and Forecast 2017-2022”, the Indian seeds market
reached a value of more than US$ 3 Billion in 2016, exhibiting
a CAGR of around 17% during 2009-2016.
• Further expected to grow at a CAGR of more than 15% during
2017–2022, reaching a value of more than US$ 7 Billion by
2022.
http://www.imarcgroup.com

4. Continued...
• Hybridisation is gaining pace
• There are 200 private & 14 Government Organistaions.
• Public sector high volume-low value seeds of pulses,cereals &
oil seeds.

5. Factors influencing growth rate of
market
• Some progressive policies by the government. Seed
Development, 1988 and National Seed Policy, 2002 have
helped in strengthening the Indian seed industry in the
areas of R&D, product development, supply chain
management and quality assurance.
• The active participation of both, public and private
sectors has also played a vital role.
• launching initiatives to promote the use of hybrid seeds
among the farmers who had earlier used outmoded open
pollinated varieties.
• Growth in income levels, commercialization of
agriculture, patent protection systems and intellectual
rights over plant varieties.
http://www.imarcgroup.com

6. Market Segmentation
• Currently, grain seeds represent the largest seed type,
accounting for more than a half of the total seed production.
• Other major seed types include oil seeds, vegetable seeds and
fruit seeds.
• Amongst the major regions North India, West India, South
India and East India, North India represents the largest
producer, accounting for around a third of the total market
share.
http://www.imarcgroup.com

7. Seeds Contribution in Indian-7000-
8000 Crores
6000
1000
2000
500
800
1500
Contribuution in Crores
Cereals
Rice OP & Hybrids
Cotton
Millet Hybrid
Corn
Vegetable
www.bioasia.in

8. Major Players
Company Contact
Syngenta Headquarters-Basel Switzerland
https://www.syngenta.co.in
Mahyco Head Office: Dawalwadi
Maharastra Hybrid Seeds Company Private
Limited (Mahyco)
Jalna – Aurangabad Road,
Post Box no. 76, Dawalwadi,
Jalna-431203
Tel. no: 02482-262471
http://www.mahyco.com/

9. Major Players
Company Contact
Namdhari Seeds Namdhari Seeds Pvt Ltd
Uraghalli Village, Bidadi
Bangalore-562109
Ph: 9845471271/72
Email: info@namdhariseed
s.com
Monsanto
Ahura Centre,5th
Floor,96,Mahakali Caves
Road,Andheri(East),
Mumbai Maharashtra,
400093
http://www.monsantoglob
al.com

10. Supply Chain

11. Reasearch & Development
Poor seed quality
• In tropical climates, high humidity causes rapid seed
deterioration that results in poor stand establishment, lower
productivity, reduced market value and a disincentive to
invest in improved seeds.
Drying beads
• Provide a widely adaptable method for drying seeds and are
reusable.
• Maintain high seed quality during storage.
• Lead to higher germination rates and increased yield capacity.
• Increase farmer incentive to invest in improved cultivars.
• Can be integrated with local seed systems to increase market
for local and improved cultivars.
http://horticulture.ucdavis.edu

12. Reasearch & Development
• Plant Breeding-Higher Biotic stress resistance to
fungii,insects,viruses,bacteria,nematodes &water molds.
• Contribution of plant breeding-Earliness,Shell
life,Size,Quality,Firmness,Plant type,Taste,Labour cost,Harvest
ability & dwarfness.

13. Review of import & export

14. Issues & Challenges in Seed Industry
• Technology Developed not carried properly.
• Toxic compounds.
• Annual lost is caused by pathogens and insects.
• No food security.
• Less Nutritional Value.
• Cross purchases.
www.bioasia.in

15. Constraints in seed Industry
• Stringent seed policies and laws
• Climate, Pest and Disease related problems
• Problems linked with contract farming
• Perishable Nature of Seed
• High Cost and Vague Market Demand
http://www.ijpaes.com

16. Future Scope
• The Indian seed industry had exhibited impressive growth in the past and is
expected to provide further potential for growth in agricultural
production: The role of seed industry is not only to produce adequate
quantity of quality seeds but also to achieve varietal diversity to suit
various agro-climatic zones of the country.
• The policy statements are designed towards making available to the Indian
farmer, adequate quantities of seed of superior quality at the appropriate
time and place and at an affordable price so as to meet the country’s food
and nutritional security goals.
• Indian seeds programme largely adheres to limited generation system for
seed multiplication. The system recognises three kinds of generation,
namely breeder, foundation and certified seeds. Breeder seed is the basic
seed and first stage in seed production. Foundation seed is the second
stage in seed production chain and is the progeny of breeder seed.
• Certified seed is the ultimate stage in seed production chain and is the
progeny of foundation seed. Production of breeder and foundation seeds
and certified seeds distribution have gone up at an annual average rate of
3.4 per cent, 7.5 per cent and 9.5

17. Conclusion
• Technology Developed must be carried.
• Seeds without toxic compounds.
• Seed production contract should be legal to avoid cross
purchases.
• CMS system should be introduced in crops like cotton
and many vegetable crops.
• Seed production systems have to improved.
• Strengthening of public sector in R&D is needed to
compete with private seed companies so as to provide
good quality seeds to the farmers at cheaper rates.

18. Horticulture
• The science and practice of growing, processing and
marketing fruits and vegetables and ornamental plants.
• Word comes from two Latin words, “Hortus”-Garden &
“Cultura”-Cultivation.
• Agriculture had started before 10,000 years ago and before
3,500 ago “horticulture” came into picture.

19. Branches of Horticulture
Horticulture
Olericulture
(vegetables)
Pomology
(fruits & nuts)
Viticulture
(grapes &
wines)
Floriculture
(Flowers)
Green House
Management
Turf Grass
Management
Nursery
Management
(trees & shrubs for
landscaping)
Arboriculture
(growing & study
of tress)
Interior Spacing
(indoor plants)
Horticultural
Therapy
Landscape
Horticulture

20. Horticulture Market in India
• India is the second largest producer of fruits and vegetables
in the world.
• Horticulture exports has helped the country to earn Rs
14,000 crore in 2011-12.
• Horticulture accounts for 30% of India’s agricultural GDP
from 8.5% of the cropped area.
• India’s major exports include onion, mango pulp, fresh
mangoes, dried walnuts, fresh grapes.
• India’s biggest export markets are South Asian & Middle
east Countries.
• India’s share in the global market is insignificant – it
accounts for 1.7% of the global trade in vegetables and
0.5% in fruits.
www.agricoop.nic.in

21. Production Share of Fruits
www.nhb.gov.in

22. Production Share of Vegetables
25.5
11.9
11.5
8.3
5
5.5
5.3
3.9
2.4
0.7
20
Sales
Potato
Onion
Tomato
Brinjal
Tapioca
Cabbage
Cauliflower
Okra
Peas
Swwet Potato
www.nhb.gov.in

23. Production Share of Plantation Crops
www.nhb.gov.in

24. Production Share of Spices
www.nhb.gov.in

25. Total Area in ‘000’Ha(2016-2017)
6457
10295
665
326
3659
25704
Total Area (Ha)
Fruits
Vegetables
Aromatic Plants
Flowers
Plantation crops
Spices
Ministry Of Agriculture & Farmers Welfare
(Horticulture Statistics Divison)

26. Production In ‘000’ MT of Horticultural
Crops in India
0
50000
100000
150000
200000
250000
300000 286188 287323 295164 299853
90183 91728 92846 93707
169064 168593 175008 176177
16658 16753 16867 18353
1022 9956 1301 1042
Spices
Fruits
Vegetables
Plantation Crops
Flowers
Aromatic Plants
Ministry Of Agriculture & Farmers Welfare
(Horticulture Statistics Divison)

27. Indian Horticulture production at
glance(In MT)
96.6
145.8 146.4 153.8
170.8
182.8 191.8
211.2 214.1 223.1
240.5
257.3 268.8 277.4
0
50
100
150
200
250
300
Production in MT
Source : All India 2013-14 (Final Estimates), Department of
Agriculture & Cooperation.

28. Market Segmentation
• Fruits-Maharastra produces largest 15% of total fruits while
west bengal lowest 3%.
• Vegetables-West Bengal produces 14.1% while Andhra
Pradesh just produces 5%.
• Cut Flowers-West Bengal produces highest 27% while states
like Himachal, Tamil Nadu just produces 2%.
• Loose Flowers-Tamil Nadu is highest 19% while West Bengal
4% Chattisgarh 3%.
• Spices-Gujrat(848000 MT) has its maximum share while
Kerala(114000MT) has minimum.
www.nhb.gov.in

29. Major Players in India
SEGMENT PLAYERS PRODUCTS
Fruits, Vegetables &
Processed Grains
Dabur,
ITC,
Parle Agro,
MTR,
Godrej
Fruit Juice,Cooking pastes,
Chilli Powder, Honey,
Edible Oils, Wheat Flour,
Salts, Biscuits, RTE, Etc.
Plantation A & N Islands Forest and
Plantation Development
Ltd
Plantation Development
Landscaping Four Leaf Landscaping
Services Contractors
Companies Gurgaon
Haryana India
3.5 (4) · Landscaper
Gurugram, Haryana ·
070423 00940
Landsaping Lawns

30. List of schemes administered by NHB
• National Horticulture Board implements programmes as sub-scheme of
Mission for
• Integrated Development of Horticulture (MIDH). NHB will also house the
national
• level TSG under MIDH including NHM and NBM and extend administrative,
logistical
• and personnel support towards their implementation. List of NHB
schemes are
• given as under:-
• (i) Development of Commercial Horticulture through Production and Post
• Harvest Management of Horticulture Crops
• (ii) Capital Investment Subsidy Scheme for construction/ expansion/
modernization
• of Cold Storages/Storages of Horticulture Products
• (iii) Technology Development and Transfer for promotion of Horticulture
• (iv) Market Information Scheme for horticulture Crops
• (v) Horticulture Promotion Services / Expert Services

31. Supply Chain in Horticulture
Production Purchasing Quality
Control
Demand
And Supply
Planning
Material
Inventory
Control
Order
processing
Production
planning,
scheduling
and control
Warehousi
ng /
distributio
n
Customer
service
www.nhb.gov.in

32. Research and Technology
Postharvest losses-In much of the developing world, rates of postharvest
loss exceed 50 percent, and cold storage is virtually non-existent due
to the high cost of equipment and limited electricity. Quickly cooling
produce after harvest extends shelf life by reducing metabolic activity,
water loss and microbial growth. Farmers who can store their produce
longer can access better prices, as market prices fluctuate.
The CoolBot
• Converts an insulated room and an inexpensive, readily available
window air conditioner into a coolroom.
• Substantially reduces the cost of cool storage for horticultural produce.
• Overrides the air conditioner’s temperature gauge, maximizing cooling
power.
• Makes cold storage a viable option for developing-world farmers,
cooperatives and market groups to increase their competitiveness
http://horticulture.ucdavis.edu

33. Continued..
Insect pest damage
• Insect pests reduce yields directly by attacking crops and
indirectly by transmitting viral diseases. As a result, farmers
sell damaged produce or use high levels of pesticides, which
can be dangerous to both farmers and consumers. Small-scale
growers rarely have access to training on effective pesticide
use or alternative methods of pest control, such as integrated
pest management.
Pest-exclusion nets
• Provide an inexpensive, reusable and safe method of
managing insect pests.Create a barrier that protects
vegetables against pests and associated viral diseases, and
improves temperature, light, relative humidity and soil
moisture.Increase yields and improve vegetable quality, while
reducing the reliance on pesticides that impact environmental
and human health. Are produced locally by mosquito net
factories.Increase market opportunities for domestically
produced textiles.
http://horticulture.ucdavis.edu

34. Export of Horticulture Produce
2%
11.60% 5.40%
5.20%
2.90%
16%
22.10%
2.30%
15.80%
5.20%
6.60%
Export % Mango
Fresh grapes
Mango Pulp
Dried & Preserved
Vegetables
Fruits & Vegetable
Seeds
Other Fresh
Vegetables
Fresh Onions
Wall Nuts
Other proceesed
fruits & Veggies
Floriculture
APEDA

35. Low Income Genration Issue
• Lack of inputs and technology.
• Poor access to credit.
• Low Productivity.
• Lack of value addition.
• Poor Infrasturcture and Logistics.
• Insufficient Marketing .
• Low cash generation.

36. Challenges
• Poor Agri marketing system.
• Inadequate Post and Pre harvest facilities.
• Perishability of horticultural crops.
• Fragmented land holdings due to population growth.
• Dependency on Monsoon.
• Decreasing land productivity.
• Depleting natural resources.
• Poor quality exports.

37. Future Oportunities
• For better marketing use IT, Kiosks,etc.
• Development of warehouses coldstorages, food parks and
terminal markets.
• Development of food processing industry, contract farming,
Technology Improvements.
• Use of modern farming such as green house farming
technology and soil less cultivation.
• Setting up quality control labs
• Using new techniques in degraded lands
• Use of water saving techniques, biotechnology, soil
management practices,etc

38. Initiatives taken by Govt.
1. Food Park Scheme-
INR 1.04 billion sectioned by Govt.
22 food parks have become operational
US $22 billion subsidy is allotted by Govt. for 10
mega food processing park.
2. Packaging Centre-
INR 20 million allotted for establishment
3. Cold Chain Facility-
INR 148.6 millions allotted for 53 cold storages

39. Future
• Increase in per capita income of individuals has led to
changes in lifestyles and food habits.
• For new agro-processing companies, there is a 100% tax
exclusion for five years, followed by 25% tax-exemption for
another five years.
• India has 572 Million people under the age of 24 brings in
huge domestic demand for processed foods.

40. Conclusion
• Farmers lack in proper marketing.Govt. Should take the
initiative to make them aware of market intelligence &
technological services.
• In India major amount of horticultural crops are wasted so
facilities like cold storages, ware houses should be increased.
• In India only 2-4% food is processed, agro processing sectors
needs to be focuss on.

41. THANK YOU