1. Management Research Project on;Name of Student : Ronak ThakkarRoll No.: 1350Faculty Guide : Dr. N. K. PatelSpecialization: MarketingCMS DDU

2. Agriculture Marketing The National Commission on Agriculturedefined agricultural marketing as a processwhich starts with a decision to produce asaleable farm commodity and it involvesall aspects of market structure ofsystem,bothfunctional andinstitutional, based on technical andeconomic considerations and includes preand post- harvestoperations, assembling, grading, storage, transportation and distribution. What is PPP? A cooperative project between the publicand private sectors, built on the expertiseof each partner, that best meet clearlydefined public needsthroughtheappropriate allocation of resources, risksand rewards.Ex: Amusement Park, SomnathTraining Center for Automobile Industry, SanandCMS DDU 3. Hurdles in fostering PPPCMS DDU 4. Literature ReviewAccording to Shri M SSwaminathan, theNext (second) GreenRevolution would bebased on,1. Environmentalfriendly soil2. Ecological3. Post Harvest Losses CMS DDU Source: Talk with CNBC Awaaz on 23/12/2011 5. Research Objectives To study the Present Scenario ofInfrastructure Development in thefield of Agriculture Marketing in thestudy area. To Find the Gap, What development Fwould be helpful to the small andmarginal farmers. a Design a way how that can rimplement/work/marketable and mfeasibility study of it.eCMS DDUr 6. Anand District Produces 22.75% ofGujarat, 3.24% of India and 0.921%of the world Banana. (calculation based on data of year 2009-10 from FAO, NHB, DAG websites) In 2009-10, yhe banana cultivation in the world was 93390721MT, In India was 26469500MT, In Gujarat was 3779811MT and in Anand was 860220MT.BananCultivationAreaa Production (MT)(Ha.) Yield (MT/Ha.)ContribuYear GujaratAnand tionrank GujaratAnandGujarat Anand2006 249877645475018.20%3rd492341062550.75 42.802007 291257652618518.07%3rd534221169354.52 45.002008 315773758536018.54%3rd576681219554.76 48.002009 357159979650022.30%2nd608631350058.68 59.002010 377981186022022.76%2nd619191377061.04 62.472011 395226387739122.20%2nd646801404561.10 62.47 China produces 8% of world production of bananaCurrent status of Indian ketch-up Industry CMS DDU 7. CMS DDU 8. Observations Every buyer dislike/not appreciatethe banana with blackmarks, even though where firststage is Negotiation of Price. Who wants a quality banana, forthem also where it is available? Prices are high in season Ripening with help of Carbide- IllegalCMS DDU 9. RESEARCH METHODOLOGYSource Of Data;Primary Data: Personal InterviewsSecondary Data : Government publications,research papers, press releases, Gov. andCompanies websiteSample Tools : Case Study MethodSample Design: Qualitative Research,(Non-Probability and Judgment Sampling): Exploratory and DescriptivePrimary Data Collection Method: Semi-StructuredInterviewsMethod of contact: Personal InterviewSampling Method : Snow BallSample Size : 111 - Cooperative Association, 1 GovernmentOrganization, 3 Private Firms, 5 Prospectus and 1-CMS DDUInternational Brand 10. Variables Depended Variable: investment in agriculturemarketing infrastructure Indepeded Variable: risks and uncertainty ofreturns, capital, technology, quality, lack ofawareness to invest in the sector etc.Hypothesis H0: There is not a significance association betweeninvestment in agriculture marketing infrastructureAND risk (uncertainty of returns). Ha: There is a significance association betweeninvestment in agriculture marketing infrastructureAND risk (uncertainty of returns).CMS DDU 11. H0: There is not a significance association between investment inagriculture marketing infrastructure AND capital. Ha: There is a significance association between investment inagriculture marketing infrastructure AND capital. H0: There is not a significance association between investment inagriculture marketing infrastructure AND technology. Ha: There is a significance association between investment inagriculture marketing infrastructure AND technology. H0: There is not a significance association between investment inagriculture marketing infrastructure AND quality. Ha: There is a significance association between investment inagriculture marketing infrastructure AND quality. H0: There is not a significance association between investment inagriculture marketing infrastructure AND lack of awareness toinvest in the sector. Ha: There is a significance association between investment inagriculture marketing infrastructure AND lack of awareness toinvest in the sector. CMS DDU 12. Case 1 Desai Fruits andVegetables, Navsari Founded by Shri. Ajitbhai Desai, adynamic, visionary farmerIn 2006, With an investment of overUS$ 5,00,000 in production and farmmanagement JV with Pal & Partners, SwitzerlandIn 2006-07, Indias Banana exportwas 11475tons.Today, DFV is Indias largest exporterof bananas with annual exports ofclose to 10,000 MT. Imported TechnologyGAP, HACCP, BRC CMS DDU Sources : APEDA , website of Desai F&V, ET 13. Deepak Fertilizers picks up 49% stake inDesai Fruits, with management Control The deal values the firm at Rs 124 crore.The current market value of the facilitiesand infrastructure of DFV is close to Rs24 crores Agribusiness division of DFPL has Clients $in this category are large corporatehouses located in various parts of Indiasuch as:Tesco, Aditya Birla Retail, Metro Cash &Carry, Bharti Walmart, Food World, FVRLSources : BS/ET/Money control of dated 16th November, 2011 and website ofCMS DDUDeepak Fertilizer 14. Case : 1.2 Vendor from village Boriya, District Anand to Safal (fruit and vegetable division of Mother Dairy, Delhi) and Vendor from village Kanthariya, District Anand to Reliace Life Science Ltd., Jamnagar Both are on small scale and procurement fromPic. Source: Gujarat Samachar of Dated own farms only. 16th January 2012 CMS DDU 15. Case 2.Co-Operative Society :Mahabanana Established in year 2002 at Jalgaon 26 co-operative societies registered Total base about 8000 farmer members Jain(FarmFresh ) makes 100MT of banana puree/day and supply to coca-cola, U.S. and that utilizes about 230MT of banana a day. CMS DDU 16. Case -3 :Government Initiative In 2010, Gujarat Agro Industries CorporationLimited, has implemented a Banana Pack house atTa. Jaghadia, Dist. BharuchThe project is implemented under the financialassistance from APEDA and Govt. of Gujarat forexporting of banana. Now, Plant is shut down. CMS DDU 17. Once upon a time Gandhiji said, Swadesi ApnavoAnd Patel has beautifully elaborated..CMS DDU 18. Case-4: Chiquita Brands International Inc. since 1876 Revenue: $4.663 Billion (2007) Net Income: $49 Million (2007) Employees: 10,000 (2007) own over 15,000 hectares of banana plantations 19. Pic. Source: Facebook.com/Chiquita Cont.. CMS DDU 20. Prospects ViewConstrains;o Risk Factor Importer Country maythrow into a sea (due to not unloadingin proper time period and so bananawill got spoiled in this duration) andalso takes penalty for itVs. Philippianso Tariff rates in European Uniono No. of Cold storages all can usesome part (chambers) as a pack houseCMS DDU 21. Proposed Public Private Partnership Modelfor Banana Pack House at AnandCMS DDU 22. GovernmentBananaN.A. Land for pack house onR&D for tissue LEASE culture low cost, high Growers Subsidy for buildinginfrastructure and machineriesproductivity and (25%) strengthen to fight Pack HouseSubsidy for R&Dagainst diseases Use Banana Comb Cutter Freight benefits, exemption in (CIPHET, 2006-07)Provide Training exercise duty for export to farmers for Cleaning Back ended Interest subsidy Spraying of hand crowns Discount in light-bill, for first implement Goodfive yearsAgricultural Practices/ with fungicide Organic Grading Farming, teach usingharvesting equipment Labelling fruits with brand Refrigerated SupplyPacking and strapping chainValue AddedPre Cooling Van MarkingProducts Farm to processing Cold store (13C)HubBanana chipsLoading the containerBanana pulpRefrigerated Van for Facility Charge Anand to Pipavav Banana puree (port) andBanana powderAhmedabad(airport)Banana flour Banana juiceBanana jamBanana pickleWhere,Banana sweet Consumer Monetary Flow chutney Importer Product Flow Banana fruit bar CMS DDU(Leather 23. BANANA FACTS Anaemia :- High in iron, prevents anaemia. Blood pressure :- This unique tropical fruit extremely high in potassium and lowsalt , hence helping to beat the BP. The USFDA has allowed the banana industry tomake official claims for the fruit ability to reduce BP and strokes. Eating banana aday cuts the risk of stroke by 40 %. Brain power :- Research has shown that the potassium packed fruit can assistlearning by making pupils more alert. Depression :- Banana contains tryptophan, the body converts into serotoninknown to make you relax, improves mood and makes you feel happy. Ulcers :- It is used as a dietary food against intestinal disorders because of itssoft texture and smoothness. It is the only raw fruit that can be eaten withoutdistress in over chronic ulcer cases. It also neutralizes acidity and reduces irritationby coating the lining of the stomach. Smoking :-Bananas can also help people trying to give up smoking, as the highlevels of Vit. C, A1, B6, B12, as well as potassium and magnesium found in them, help the body recover from the effects of nicotine withdrawl. Stress :- Potassium is a vital mineral , which helps normalizing theheartbeats, sends oxygen to the brain and regulates bodys water balance. Whenwe are stressed our metabolic rate rises, thereby reducing our potassium levels.These can be rebalanced with the help of a high potassium banana snacks. 24. Nutritional composition (per 100 gm of edible portion) ParametersBanana Moisture (g)70.1 Protein (g) 1.2 Fat (g) 0.3 Carbohydrate (g)27.2 Fibre (g) 0.4 Calcium (mg)17 Phosphorus(mg)36 Potassium (mg)88 Iron(mg)0.6 Sodium(mg)Nil Vit. A (mg) 12 Niacin (mg) 0.7 Vit. B6 Rich source Carotene (mg) 0.05 Cholesterol Nil Energy (Kcal) 116(Source:Nutritive value of Indian Foods, NIN, ICMR, Hyderabad) 25. Future Scope of Study Build a roadmap forBranding into niche market Calculate Install Productioncapacity and Breakevenanalysisrestructure/modify itaccordingly needs, how thisreplicate in other states.CMS DDU 26. Dr. N. K. Patel, Head, CMS DDU (Faculty Guide)Dr. H. M. Desai, Vice Chancellor, DDU and FarmerMr. Madhusudan Nair, Asst. Manager, GAICMr. Ketanbhai Patel, Farmer and Vendor of SafalMr. Alpeshbhai Patel, Farmer and Vendor of RelianceMr. Tarunbhai Patel, FarmerMr. Bharatbhai Patel, Farmer CMS DDU 27. Partial List Of ReferencesDr. B. K. Paty (2010), Public Private Partnership In Agricultural MarketingMr. Amit Patel, Dr. Mahendra Sharma, Ms. Maurvi Pandya, Public Private Partnership (PPP) Approach for sustainable development of APMCs inGujarat, Conference on Global Competition & Competitiveness of Indian Corporate, IIMK, IIMLP V Indiresan (2003), Vision 2020: What India can be, and How to make it happen, ICFAIGujarat Agriculture-A Synoptic View (2004) Reading material for Training Program on Agri-clinic and Agri-Business Centers, EDI Gandhinagar/MANAGESurendra Singh, Balraj K. Sikka, Ravinder Kalra, Public-Private Partnership for Food Supply Systems: A Case Study of Wheat Supply Chain in India TennesseeState University, TNDavid J. Spielman, Frank Hartwich, Klaus von Grebmer (2006), PublicPrivate Partnerships in International Agricultural Research, IFPRIMichael Warner and David Kahan (2008), Market-oriented agricultural infrastructure: Appraisal of publicprivate partnerships Food and AgricultureOrganization of the United Nations and Overseas Development Institute, U. K.Frank Hartwich, Carolina Gonzalez, And Luis-Fernando Vieira (2004) Public-Private Partnerships For Innovation-Led Growth In Agrichains: A Useful Tool ForDevelopment In Latin America? IFPRI,WashingtonAndy Hall (2006), Public private sector partnerships in an agricultural system of innovation: concepts and challenges, working paper series, United NationsUniversity, NetherlandsSharma, Vijay Paul, Jain Dinesh (2010), High-Value Agriculture in India: Past Trends and Future ProspectsSharma Vijay Paul, Indias Agrarian Crisis and Smallholder Producers working paper number WP2007-08-01 of IIMAKrishna, Vijesh V., Qaim, Matin (2007), Potential Impacts of Bt Eggplant on Economic Surplus and FarmersHealth in India, American Agricultural EconomicsAssociation (New Name 2008: Agricultural and Applied Economics Association) in its series 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon TNwith number 9909Marco Ferroni and Paul Castle, Public-Private Partnerships and Sustainable Agricultural Development Syngenta, Foundation for SustainableAgriculture, Schwarzwaldallee 215, 4058 Basel, SwitzerlandRich, Karl M., Narrod, Clare A. (2010), The role of publicprivate partnerships in promoting smallholder access to livestock markets in developing countries10008, International Food Policy Research Institute, Washington DCT. Koti Reddy (2007), Challenges to Indian agriculture : future strategy, ICFAI Business School, Hyderabad in journal of University of the Philippines School ofEconomics and Philippine Economic Society, Volume (Year): 44 (2007) Issue (Month): 2 (December) Pages: 149-169Yoginder Alagh (2007), Natural Resource Conservation, Use and Sustainability in Drylands, the conference on Natural Resource Conservation Use andSustainability in DrylandsBachev, Hrabrin (2010), Needs, Modes and Efficiency of Economic Organizations and Public Interventions in Agriculture, working paper no. 25979 of UniversityLibrary of Munich, Germany,Chowdhury, Shyamal Gulati, Ashok Gumbira-Said, E., (2005), High value products, supermarkets and vertical arrangements in Indonesia, International FoodPolicy Research Institute (IFPRI) in its series MTID discussion papers with number 83Singh, Saurabh (2009), Integrated Agribusiness Model- A Public Sector Success Story of Instructional Dairy Farm, AIMA Journal of Management and Research[AJMR] E-Journal ISSN:0974 9497 3/4.5(2011)Rowena T. Baconguis (2007), Extension Delivery System in a Layer and Swine-Based Farming Community: The Case of San Jose, Batangas, East Asian Bureau ofEconomic Research in its series Microeconomics Working Papers with number 1723 CMS DDUAdriano, Fermin D. (2008), CARP Institutional Assessment in a Post-2008 Transition Scenario: Toward a New Rural Development Architecture, PhilippineInstitute for Development Studies in its series Discussion Papers with number DP 2008-06 28. http://www.sciencedirect.com/science/article/pii/S0306919208000778http://www.business-standard.com/india/news/gujarat-farmers-await-agri-policy/288617http://en.wikipedia.org/wiki/Public%E2%80%93private_partnershiphttp://www.pppindiadatabase.comhttp://www.ifpri.org/publication/food-safety-requirements-african-green-bean-exports-and-their-impact-small-farmers?printhttp://www.agriculturelaw.com/links/dictionarya-f.htmhttp://www.financialexpress.com/news/story/174312http://www.farmingfirst.org/tag/public-private-partnership/http://www.downtoearth.org.in/content/contract-farming-and-ppp-can-rev-agricultural-economyhttp://www.mdpi.com/2071-1050/3/7/1064/pdfhttp://www.econ.upd.edu.ph/http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/21442132562011-07-02.pdfhttp://www.esocialsciences.org/Download/repecDownload.aspx?fname=Document13012007530.6216242.pdf&fcategory=Articles&AId=814&fref=repechttp://mpra.ub.uni-muenchen.de/25979/http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/2007-08-01Sharma.pdfhttp://www.aaea.orghttp://mpra.ub.uni-muenchen.dehttp://www.eaber.org/intranet/documents/40/1723/http://www.farmfoundation.org/http://www.pids.gov.ph/A Book titled, Agricultural and Natural Resource Economics; Environmental and Ecological EconomicsOccasional paper- 6 titled, Export Potential of Fruits, Vegetables and Flowers From India by M.Dattatreyulu, NABARD, MumbaiBanana Exports from Latin America and the Caribbean; the market, the evolving policy framework and development options, FAO, IICA, WB, 1998www.fao.org/economic/worldbananaforumhttp://agriexchange.apeda.gov.in/Gujagro.orgen.wikipedia.org/wiki/Goldfinger_bananahttp://www.honduras.com/fhia/banana.htmwww.eximbankindia.in/aea-jul09.pdfhttp://www.export-help.cec.eu.inthttp://www.foodmarketexchange.comwww.motherdairy.comwww.rellife.comwww.msamb.com/english/export/mahabanana.htmwww.jains.com/fruit/banana.htmwww.desaifv.comhttp://www.saarrthie.com/http://www.moneycontrol.com/stocks/stock_market/corp_notices.php?autono=495970 CMS DDUhttp://www.business-standard.com/india/news/deepak-fertilisers-picks49-stake-in-desai-fruits/455555/ 29. Post harvest management and valueaddition to our unique agricultural wealthcan bring prosperity to rural (real) IndiaHealthy People, Wealthy FarmerCMS DDU 30. REQUEST FOR FEEDBACKEsteemed & Most Respected Reader,At the very outset,I would like to take this opportunity torequest to your good self to supply your criticalcomments & suggestions about the reportprepared, on my e-mail 06ft340@adit.ac.in forfurther improvements in the interest of researchHoping an appropriate considerationThanking you profoundlyBest regards,Ronak Thakkar 31. First Deputy PrimeMinister, Sardar Patelstrongly believes that,If MarketingRevolution forAgriculture Producecan be carried outthen it would bebeneficial toFarmers and it isvery important Source: I too had a dream, An Autobiography of Dr. V. KurienGeneral economic development requires rapid agricultural developmentCMS DDU