This document provides an overview of V Fresh Agro Ltd's organized retailing venture in Guwahati, India. The company plans to operate both static and mobile retail outlets selling fresh fruits and vegetables. Key points include: 1) The company aims to generate employment and ensure fair prices for farmers and buyers. 2) Both urban and semi-urban areas in Guwahati are targeted, with mobile outlets serving high-income groups in semi-urban areas and static outlets serving all income groups. 3) Products, pricing, promotion, supply chain, and human resources policies are outlined. The goal is to minimize middlemen and provide quality produce.

1. Organized RetailingV Fresh Agro LtdPREPARED BY:MANENDRA SHUKLA

2. Kaushalendra-“I am into this business to earn money, generate employment and ensure quality prices to farmers and quality product to buyers.”

3. INDUSTRY OVERVIEW The present value of the Indian retail market is estimated by the India Retail Report to be around Rs. 12,00,000 crore ($270 billion)

4. Retail market for food and grocery with a worth of Rs. 7, 43,900 crore

5. Around 15 million retail outlets help India win the crown of having the highest retail outlet density in the world.

6. According to Indian Brand Equity Foundation, retail trade accounts for 12 per cent of the country's GDP and is expected to approach 22 per cent by 2010. BRIEF DESCRIPTION OF THE PROJECT

7. EXECUTIVE SUMMARYV-Fresh Agro Ltd. ventures into the business of Agro-retailing, both static as well as mobile, in the city and outskirts of Guwahati City.This is the first venture of its own kind. While retail giants having only static retail outlets, our business emphasizes upon mobile retail outlets. We targeted the high income group residing in the semi urban areas – for the mobile retail stores and for the static retail outlet we targeted people of every income group.

8. PROJECT AREABHANGAGARH

9. WHY WE HAVE CHOOSEN GUWAHATI Guwahati- Gate way of North-Eastern India.

10. Guwahati is among the first 100 fastest growing city of the world and its 5th fastest growing among Indian cities.

11. Guwahat is a million plus city having average literacy rate of 78 percent.

12. Guwahati has 50th position in India, but a recent survey (2006) by magazine - Outlook (Money) has ranked Guwahati at 17th position for quality of life.

13. Increase in employment and disposable income both in urban and semi-urban areas.OBJECTIVE To earn money, generate employment and ensure quality prices to farmers and quality product to buyers and to improve the quality of life of the people of Guwahati.MISSIONTo provide best quality fresh fruits & vegetables to its target customers and to reduce the impact of middle man in marketing of agricultural products.VISIONTo be a market leader in static and mobile retail sector in Guwahati region and to spread our business to whole India

14. PRODUCTSVarious agro based fruit and vegetables which includes – Potato , Onion Chilly ,Tomato Cabbage ,Cauliflower Ginger , Turmeric Carrot ,Bitter guard Capsicum ,Cucumber Ladies Finger , Banana Pineapple, Grapes, etc.

15. PRICE LIST

16. MARKETING

17. MARKET ANALYSISA comprehensive pre launch survey was carried out covering both – urban and semi-urban areas in and around Guwahati considering the point like- population, consumption habit, Competitors and growth potential of the city . These are our findings- Guwahati has a population of more than 1 million

18. Regarding the consumption habit – 70 % of the people in the semi urban areas used to take food thrice in a day.

19. Consider the competitors point of view- there are no competitors in this area as because this is the first of its kind in this area.

20. Guwahati is the 5th fastest growing city in India.SWOT ANALYSISSTRENGTHS:First venture of its own kind – No apparent competition

21. Dedicated workforce

22. Competitive price

23. Best Quality Fresh Fruits & VegetablesWEAKNESSES:Lack of prior experience in this field

24. Difficulty in convincing people to buy frommobilerefrigerated van.OPPORTUNITIES:Huge growth prospect in this segment

25. Only player to come up with mobile retail refrigerated vans

26. No apparent competition from organized retail giants particularly in mobile retail segment

27. Yet unexplored market and latent demand of its target customersTHREATS:Threat of retail giants imitating the idea and entering the market

28. Occasional political disturbances in Assam regionMARKETING PLANSEGMENTATION We have segmented the market based on economic potential and income of the people. TARGET GROUPFor the static retail outlet , we have targeted people of every income group with in the city.For the mobile retail outlet we have targeted high income group in the semi –urban areas.

29. PLACEPRICEMARKETING MIXPRODUCTPROMOTION

30. PLACE The static outlet is located near the highway, thus creating easy access, and convenience for the customers in the city.

31. It will attract the attention of the people as it is located in one of the densely populated areas in Guwahati.

32. To reach the people in the semi-urban areas we will use our mobile refrigerated vans.PRODUCT We will sell products that are of high demand and have more shelf life

33. Quality will be maintained as we will be buying our products mostly from the contract farmers

34. We will try to provide fresh vegetables and fruits by using our refrigerated vansPRICING STRATEGIES We will provide discount on bulk purchase both for static and movable retail outlets

35. Seasonal discounts will be provided

36. We will provide credit facilities to our loyal customers

37. We will try to provide the product at competitive prices compared to the SabjiMandi’s by minimizing the impact of middle man in the marketing of the productsPROMOTIONAL ACTIVITIESFOR THE STATIC RETAIL OUTLET: Pre launch and post launch advertisement- in the local news papers, local TV Channels, and the Local Radio channels

38. Advertisement in hoarding at the prime location ( mentioning the product categories along with their comparative prices)

39. Distribution of pamphlets in the densely populated areas, in and around the SabjiMandies etc

40. Tie up advertisement with the local restaurantsPROMOTIONAL ACTIVITIESFOR THE MOBILE RETAIL OUTLETS: Free distribution of sample products in the strategic locations in the semi urban areas to create awareness, and positive word of mouth

41. Post launch advertisement in the local news paper, TV channels and local radio channels.

42. Advertisement on the body of the refrigerated trucks ( mentioning about the product categories and comparative prices)

43. Advertisement in hoarding in the prime locations

44. Developing public relations.

45. SUPPLY CHAINDIAGRAMSTATIC RETAIL OUTLETCUSTOMERSVILLAGESCUSTOMERSWAREHOUSECUSTOMERSDYNAMIC RETAIL OUTLETCUSTOMERS

46. WAREHOUSE NETWORK30 km radius30 km radius

47. WMovement of the Refrigerated truck across the city

48. INVENTORY MANAGEMENTFully Refrigerated Warehouse occupying 4000 sqft Area.

49. Cost Effective Inventory Management.

50. Controls the transport vehicles by using Global Positioning System(GPS).