India is the second largest producer of fruits and vegetables in the world after China, producing over 169 million tons of vegetables annually. Vegetables are a major export, valued at over $884 million USD annually, with onions, okra, and potatoes as top exports. While production is seasonal, technology and infrastructure have allowed year-round availability through processing, storage, and transportation. Vegetables are sold through various market channels in India including local markets, street vendors, wholesale markets, retail markets, hypermarkets, and new online markets. However, the vegetable market is still dominated by intermediaries, lacks regulation, and poses challenges for both producers and consumers.

1. Presentation by:
Nasiha Pottanam Chalil
Joe S Kavukattu
Group No.:2

2.  India's diverse climate ensures availability of
all varieties of vegetables.
 It ranks second in fruits and vegetables
production in the world, afterChina.
 As per National Horticulture Database
published by National Horticulture Board,
during 2014-15, 169.478 million tonnes of
vegetables were produced.
 The area under cultivation of vegetables
stood at 9.542 million hectares.

4.  The vast production base offers India
tremendous opportunities for export. During
2016-17, India exported vegetables worth Rs.
5,921.88 crores / 884.75 USD Millions.
 Onions, okra, bitter gourd, green chillies,
mushrooms and potatoes contribute largely to
the vegetable export basket.
 The major destinations for Indian vegetables are
UAE, Bangladesh, Malaysia, Netherlands, Sri
Lanka, Nepal, UK, Saudi Arabia, Pakistan and
Qatar.

5.  Vegetables are produced seasonally, but the
market requires products throughout the year.
For many decades, this problem of matching
product availability with consumer demand
existed and it was solved in two ways:
1. Selling fresh products during harvest and
shortly thereafter.
2. Processing the rest to meet demand during
the rest of the year.
 As technology improved and consumer incomes
increased, it became possible to provide fresh
produce year-round.

6. TYPES OF
VEGETABLE
MARKETS
IN INDIA
LOCAL
MARKETS
STREET
HAWKERS
WHOLESALE
MARKETS
RETAIL
MARKETS
HYPER
MARKETS
ONLINE
MARKETS

9.  Here farmers sell their produce directly to
consumers or traders buy directly from
farmers and sell to consumers.
 Farmer’s market.
 It consists of mainly booths, tables or stands,
indoor or outdoor where farmers sell
vegetables.
 Ex: Sakthan Thampuran Vegetable Market

10. Some of the grocers prefer to move around in
some particular localities, selling the vegetables
and fruits as , street hawkers.

11.  Fresh vegetables and varieties of vegetables.
 Cheap rates.
 Bargaining power.
 To purchase in bulk.
 Trustworthiness.
 Flexible timing.
 Location.

13.  Here, wholesalers buy the vegetables directly
from the farmers or through middle men in
bulk and sell it as a whole.
 If you want to buy from a wholesaler, you
have to visit his place. (He does not distribute
the items)
 Wholesalers mostly sell directly to other
businesses (like retailers) but they are likely
to sell to customers who need in bulk as well.
 Margins are lesser but the volumes are huge.
 Ex: Disco stores and vegetables, Kothakulam
beach.

15.  The retailers buy vegetables from the
wholesalers or the commission agent and sell
to the consumers.
 Higher rates than wholesale markets.
 Are in direct contact with end customer.
 Retailers are B2C companies –The buy from
businesses but sell to customers.
 Margins are high but sales are fewer of each
vegetable.

17.  They are retail stores that combine a
department store and a grocery supermarket.
 Vegetables are sourced directly from farmers
and transported at controlled temperature till
they reach the store.
 Hygiene and temperature control are used to
keep the vegetables fresh.
 The stores are air conditioned and cleanliness
being given special importance.
 Ex: Reliance fresh,More hypermarket.

18. LOCAL MARKETS
• More noisy.
• No permanent shops.
• Cleanliness is less.
• No temperature
maintenance.
• Prices are not fixed.
• Quantity sold may
not be appropriate.
HYPER MARKETS
• Comparatively silent.
• Permanent shops.
• More clean.
• Use of A/Cs for quality
and freshness.
• Fixed prices.
• Appropriate quantity
sold.

20.  They are commercial sites where information on
vegetables are provided by multiple third parties
and transaction is processed by the market place
operator.
 The delivery is done by the participating retailers
or wholesalers.
 Advantages: chopped vegetables availability, free
home delivery, online payments/COD, discounted
prices, organic vegetables.
 Ex: Kisan Mandi, Big basket, Natures basket,etc.

21.  Lack of professionalism.
 Lack of market knowledge and marketing
skill.
 Poor infrastructure.
 Controlled prices.
 Many intermediaries who increase cost but
do not add much value.
 No cold storage facility=post harvest loss of
vegetables is 30%.
 Poor transportation facility.

22.  Proper storing facilities.
 Holding capacity to wait till best prices are
fetched.
 Adequate and cheap transport facilities so that
farmer is able to reach market rather than
disposing it off at his village only.
 Clear and timely information about the market
prices so that he is not cheated.
 Organized and regulated markets so that he is
not ripped off by middlemen. As small as
possible number of intermediaries are
suggested.

23.  Though India is the world’s second largest
producer of vegetables, development is needed
in various areas for attaining efficiency in
production and marketing of the produce.
 Indian vegetable markets are ruled by
middlemen, and the producer and consumer has
very little advantage.
 Novel methods of marketing (ex:online
marketing) need to be popularized more so that
farmers and the consumers would be benefited.
 There is an immediate need for the regulation of
vegetable markets.