This document discusses promoting traditional crops in India through a sustainable business model. Small farmers are moving away from agriculture due to uncertainty and lack of expertise. Traditional crops require low input technology and have better nutritional qualities than hybrids. The proposed business model would develop marketing and branding for traditional crops. It would highlight their silent quality features and distribute profits evenly among farmers and others in the system. The objectives are to promote geographical indicators, utilize local resources, and establish processing and distribution channels to increase profits from traditional crops.

2. INRODUCTION
India is a land of surplus agricultural production with continuous inflation of
commodity price. However, in spite of our government’s serious efforts to improve
agriculture production and control on commodity price, small farmers are gradually
moving out of agriculture due to profit uncertainty and lack of technological
expertise.
Traditional crops produced by locally available non-hybrid seed require low input
technology which is sustainable. These type of products have define quality
specification and more product specific nutrient concentration with taste as compare
to hybrids. At the same time natural crops are free from unjustified use of pesticides,
chemical, antibiotics and hormones.
local crop is developed by long term natural adaptation procedure without
compromising in the quality and is best suitable for local environments.

3. Work together and participate for prosperity and nature.
To develop marketing linkage and brand endorsement ;for
traditional crops.
Promotion of traditional crop product by highlighting silent
quality feature.
Evolve a business model that convert silent quality feature
in to the money.
Extra generated money evenly distributed into the entire
system mainly to the farmers.
Promotion and marketing of geographical indicator product.
OBJECTIVES

4. IMPORTANCE
 The well-known conventional crops are easier to grow,
manage and sell, and seed availability is not a problem.
 “By contrast, the native traditional crops have always been
associated with poverty. They don’t look attractive and
therefore never end up in the rich consumer’s food basket.”
There is an urgent need to spread knowledge about the
heritage, nutrition and calorie values of traditional crops in
India and improve their intent beyond local-level markets.
Unless money can be made from indigenous crop production,
they will disappear … and so will traditional cuisine.

5. Financial & Business
Services
Farm Inputs Farming
Marketing/
Aggregator
Processing
Logistics
(Food)
Retail/
Food
Services
Consumer
Product Design
Distribution
MarketingTransport Services/
Infrastructure
Quality Control Market Intelligence
Policy Support
Financial & Business
Services
Farm Inputs Farming
Marketing/
Aggregator
Processing
Logistics
(Food)
Retail/
Food
Services
Farm Inputs Farming
Marketing/
Aggregator
Processing
Logistics
(Food)
Retail/
Food
Services
Consumer
Product Design
Distribution
Marketing
Product Design
Distribution
MarketingTransport Services/
Infrastructure
Quality Control Market Intelligence
Policy Support

6. we utilize locally available manpower and resources to
optimize our system.
We utilize every linkage of traditional market network for
ethical, systamatic and professionals business approach.
Predefined genuine margin will be fixed on every processing
points.
Marketing channels will try best to push their product more
than their minimum cost price.
HOW WE DO

7. Find out tha area and crop with their business prospects.
Assessment of quantam and variety of products,
throughout the year.
Locally available low cost suitable processing technology
will selected for further processing.
Preferably existing local Procesure/women entrepreneurs.
National standard will follow at every step of processing.
Cost of processing includes competitive processing cost plus
two to five percent margin on finsh good according to product
nature.
Marketing channels will try best to push their product more
than their minimum cost price.
First Step

8. Farmer record must be maintain according to their supply
quantity at the site of production.
Procurement must be done on prevailing market price.
Accordance to product nature, goods can be ship directly
to consumer /market via-our's agro.

9. Final processing unit will be established nearer to
consumption market.
Existing suitable processor/ new entrepreneur can be utilize.
Grading, packing, branding and logistic support will be
provided by processor.
 Cost of product include processing expenses plus two to
five percent margin.
Whole unit will monitor by quality controler, appointed by
ours agro.
Second Step

10. Marketing, sales and promotion division will be control by
ours agro.
Minimum cost of final product including competitive
marketing expenses plus two to five percent margin.
Existing retail network will utilize for primary penetration in
the market, simultaneously E-marketing and home delivery
system evolve to direct contact to consumer.
On-line accounting will be maintained and it can seen by
participents of ours agro.
E-marketing system also use to reach dierectly to consumer.
Third Step

11. Agriculture institute participate as
Identification of area for particular crop.
Identification of silient quality feature of traditional/natural
crop product.
Expertise transfer to farmer to enhance their productivity
and minimise input cost.
For adoptation of sustainable processing technology and
method.
To guide for adoptation of crop according to soil nature and
season.
Your Participation

12. Identification of perticular crop and geographic
site of production.
Oursagro identified certain product .
Chinnor and Jeera rice of Balaghat.
Desi peanut of shivpuri (karera).
Kalimuch rice of Dabra.
Arhar dal of Gadarwara.
Dhaniya from Guna.
Moong dal and red chilli from Khargone.
Mustard oil from Chambal region.
Chattri rice from Katni.

13. Seed bank
Presently unorganized approach for traditional variety
of seed.
Required full support from agriculture institute.
Oursagro already started procurement, packing and
marketing of some product, but we want to create
authentic system started from seed to final product.

14. Standardization and identification of salient
quality character
Oursagro select product on public views, these
product have taste and quality.
e.g. Desi variety of tomato may contain 200 times
higher concentration of lycopin as compare to highly
producing hybrid variety.
Institute lab can help to standarise.

15. "Study on traditional Arhar crop at Maneri village in
june2013"
Procurement price at processing unit@ 30
After processing 63% dal and 24% chuni and choker
Per kg cost after processing;
Lobour and Electricity-@1
misceleneous cost -@1
cost after 2% margin-@1
cost of by product@12.5-@3
Net price-@48
Sample Project

16. Material recieve at final processing-@48.5
Cost of packing and grading-@1.5
Margin 2%-@1
Net price-@51
Material recieve st marketing network-@52
Sales and promotion expenses-@2
Margin@2%-1.1
Net price-@55.1

17. whole sale price-@65
Condumer direct price-@70
The whole business procedure generated minimum 10 rs.
Extra. 35% of this redistributed to the farmer and rest of
money was equally distributed to the whole system.
So supply of each kg of raw tur farmer got 2rupees extra.

18. PERFORMANCE
Fukoka consistently got yield equal or better than
those on chemical farms
Natural farming has been adopted and practiced
successfully in various regions , including the tropic
and temperate zone
Due to extremely low labor and capital requirement
profitability is much higher than conventional farming

19. WHY STILL UNPOPULAR ?
Inertia
Commercial force behind input heavy conventional
methods
Eschews reductionism-not popular academically
Require experimentation to optimize for local
conditions
Non-control

20. The imagination of nature is far, far greater than
the imagination of man.
- Richard Feynman
“It is only by mixed natural/ traditional farming in
harmony with Nature that India can sustainably
provide abundant wholesome food, and meet
every basic need of all – to live in health, dignity
and peace.”
-Bhaskar Save