how do we improve the marketing of food products industry?

1. Linking Clusters to
Markets : Farmers
Perspective
at
Food and Agri Processors Conclave
organized by
Assocham
at Dr. Borlaug Wheat Auditorium, PAU, Ludhiana on 16
Dec, 2011
Pavitar Pal Singh Pangli
President
PAU Kisan Club, Ludhiana

2. • Indian has 600 million farmers, 1200 million consumers and
500 million traders
• We incurred a lot of losses in mandi system which is 5% of
the value in transportation, 10% in broker commission and
10% in quality parameters
• The general thumb rule of price rice from farmer to
consumer is in perishable commodities such as food and
vegetables :: 1:2:3:4
• What farmer sells at Rs. 1 is sold at local mandi at Rs. 2 and
cost rises to Rs. 3 a consumption level and 4 by the time it
reaches the consumer
• Commission agents play major role under the agricultural
produce market committee act of each state limit to the
number of licences issued to traders which basically
encourages collusions

3. • India has a history of Mugal maharajas followed
by the British rule for 200 years in the country
which resulted establishment of canal system in
North-West plain zone, Indian railways, post and
telegraph system which are Foreign Ruler gifts for
our Nation
• The share of organized retail to total retail trade
in India is hardly 5% against 66% in Japan, 30% in
Indonesia and 28% in China

4. Need of hour
• To improve world class system in processing
marketing and understanding behaviour of
consumer
• Processing food is the body requirement of
consumers and its behaviour is very important
which is very fast changing
• Isolation do no grow without competition and
innovation in food industry is very important.
• It is the responsibility of the processors to create
market and deliver in required quality and
quantity

5. • Nutritional security is the need of research.
Rice has the lowest iron concentration. Its
urgent need to enrich the amount of iron
which is essential to good health
• Minimum four times the current cereal
varieties
• Zinc is also another micronutrient at essential
for good health, yet billion of people are at
risk of zinc deficiency

6. • To access the global agri business systems and
cater the common platform of consumers we can
innovate, we can adopt and bring technologies
to upgrade the basic requirements
• Center of excellence for providing food
processing projects at state agricultural
universities required
• Agri business ventures can be linked to clusters
for catering markets by pushing small self help
groups of farmers

7. • PAU Kisan club members has taken initiative by
setting a small scale processing and value
addition of soyabean, honey, fresh vegetable
vending, ready to cook eatables by Fapro, waxing
of kinnows and value addition of agri produce.
• PAU can play important role by providing center
of excellence by adopting these groups with
commercial projects reports and assistance at
nominal charges

8. • This would help growers to receive a large
percentage of selling price and shorten chain
from farm to folk in India making agriculture a
remunerative profession.

9. Thanks

10. Thanks