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Developing Agricultural Value Chains &
Commercialization of Agriculture Marketing in India
Maharashtra Experience
Ramesh ShingteNodal Officer
Project Implementation Unit- Agri. MktgMaharashtra Agricultural Competitiveness Project , PUNE
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Agriculture in Maharashtra
First State to adopt Dry Land Farming Technology
Pioneer in Horticulture Development through EGS
2nd largest producer of fruits in India (95 lakhs MT/annum)
Leading producer of grapes, pomegranate and orange
Second highest producer of banana and sugarcane
Highest producer of coarse cereals and cotton
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Agriculture in Maharashtra (Contd.)
Particulars Maharashtra % with Country
Geographical Area 307713 Sq. Km 9.36%
Population 100 Million 9.43%
Total Cultivable land 30.76 Million Ha. 16.85%
Per Capita Income Rs. 41,331/- National Average Rs. 33,131/-
Gross Cultivated Area 225.57 Lakh Ha. 11.83%
Gross Irrigated Area 39.58 Lakh Ha. 5.15%
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Agriculture in Maharashtra (Contd.)
Production (Million MTs)
% with Country
Food Grain 10.93 5.12
Oilseeds 0.61 3.59
Pulses 2.03 13.57
Cotton 3.08 22.21
Sugarcane 26.98 11.37
Sugar 9.10 32.12
Fruits 11.04 17.40
Vegetables 6.45 5.13
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Maharashtra’s Strengths in Horticulture
Diverse agro-climatic conditions
Strong research support – Four agricultural universities
National Research Centers for: Grapes - Pune, Citrus - Nagpur, Onion & Garlic – Rajgurunagar (Dist.Pune),
and, Pomegranate - Solapur
Strong co-operative network
Proximity to international airport & sea port provide the logistic advantages
Strong crop based farmers organizations
Innovative farmers
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Status of fruit crops in Maharashtra Area before 1990 : 2.42 Lakh ha.
New plantations : 13.32 Lakh ha.
Total area : 15.74 Lakh ha.
Number of villages : 39,411
Productive area : 9.14 lakh ha.
Production : 103.2 lakh MT
Number of growers : 17.51 lakhs
Expenditure : Rs. 1,234 Crores
Gross annual turnover : Rs. 6,300 Crores
Man days generated : 3,300 lakh
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Export of Fresh Fruits and Vegetables from Maharashtra
Sr. Crop% share of export
in India
1 Grape 98
2 Mango 65
3 Onion 90
4 Vegetables 68
Maharashtra is leading state in export of fresh fruit & vegetables
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Farmers Organizations / NGOs1. Grape Growers Association
2. Mango Growers Association
3. Pomegranate Growers Asso.
4. Banana Growers Association
5. Sapota Growers Association
6. Orange Growers Association
7. Sweet Orange Growers
Association
8. Kagzi Lime Growers Asso.
9. Guava Growers Association
10. Aonla, Fig, Custard-apple
Growers Association
11. Vegetable Growers Association
12. Flower Growers Association
13. WIFA (Western India Floriculturist
Association)
14. Medicinal & Aromatic Plants
Growers Association
15. Associations for Organic Spices
cultivation
16. Nursery Owners Association
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Status of GAP in Maharashtra GAP integrates the application of new production
system such as IPM, ICM & INM for commercial production of agricultural products
Quality certification in agriculture
Sr.
No.Crop
EUREPPGAP
Certified Farms
1 Grape 2000
2 Mango 200
3 Pomegranate 50
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Q 1: What are issues in
Agricultural Production?
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Small land holdings
Subdivision and fragmentation of land
Presence of % of small and marginal farmer
Only 35 % of area under irrigation
Heavy dependence on rainfall
Low farm mechanization
Low adoption of technology
W h a t i s t h e r e s u l t ?
• Results- Low productivity
- Low shelf life
Issues in Agricultural Production
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Q 2: What are issues in
Agricultural Marketing?
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Too many intermediaries
Lack of professionalism
Unhygienic conditions
Inadequate transparency in
auctioning
Lack of standardization and
gradation
Lack of facilities - grading,
packing, cold storage, processing
Market Information & Intelligence
Long and fragmented value chain
(perishables)
Post harvest losses (around
20%)
Lack of Pvt. Sector participation
Increased Marketing Expenses
Low bargaining power of farmers
W h a t i s t h e r e s u l t ?
Results
- Distress sale
- Low share of producer in
consumer rupee
Issues in Agricultural Marketing
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Q 2: What are issues in
Agricultural Processing?
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• Only 2% of perishables processed
• Lack of private sector participation
• Weak backward linkages
• Un-assured forward linkages
• Absence of contract farming
W h a t i s t h e r e s u l t ?
Results
- No value addition / Very little VA.
- Self life not increased / Very low SL.
Issues in Agricultural Processing
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Measures?
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Measures for Improving Agri. Marketing
Providing Transparent Auction System
Providing better Infrastructural Facilities
Providing Risk Mitigation measures
Providing Alternative Marketing Channels
Warehouse Receipt Programme
Market Information & Intelligence
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Externally Aided Projects
• Maharashtra Agricultural Competitiveness Project (MACP)
• Convergence of Agricultural Interventions in Maharashtra (CAIM)
• Agribusiness Infrastructure Development Investment Program (AIDIP)
Amendments in Agricultural Marketing Act • Private Markets
• Farmer Consumer Market
• Direct Marketing
• Special Commodity Market
• Single License System
• APMC Secretary Panel
• Planning for Infrastructure Development
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Maharashtra Agricultural Competitiveness Project (MACP)
World Bank funded
Objective – to increase productivity, profitability and market
access and make farmer competitive
Agriculture, AHD and Agriculture Marketing – line Depts.
Interventions - Extension measures by Agriculture & AHD
Strengthening existing markets providing alternative marketing
channels by Agri. Marketing
Period – 6 yrs
Outlay – Rs. 703.00 Crores
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International Fund for Agricultural Development (IFAD) aided
Objective: To improve household incomes from diversified
farming and from off-farm activities
Coverage: 1200 villages from suicide prone districts (Akola,
Amravati, Buldhana, Washim, Yawatmal & Wardha)
Interventions: Institutional Partnership Development &
Capacity Building , Sustainable Agriculture & Mktg. Linkages,
SHG & CMRC Development , Micro-Enterprises & SMEs
Period : 8 yrs
Outlay: Rs. 593 Crores
Convergence of Agricultural Interventions in Maharashtra (CAIM)
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Objectives -
To attract private sector investment for agricultural
infrastructure development.
Basic agricultural infrastructures as per needs of farmers,
traders and entrepreneurs.
Farmers capacity building and formation of farmers
groups and producer Companies .
Crop diversification.
Value addition for perishable crop
Agribusiness Infrastructure Development Investment Program (AIDIP)
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Project Components – 1. Establishment of Integrated Value Chain (IVCs) on PPP
basis, Hub – Spoke model 2. Strengthening and establishing of IVC backward linkage
under JFPR 3. Institutional Development and Program management
Financing Plan – (Multi-tranche Financing Facility )ADB - $ 85 million (32 %), GoM - $ 21 million (8 %) and
Private Investors - $ 159 million (60 %)
Establishment of Integrated Value Chains (IVCs) – In 1st Tranche – Nashik & Aurangabad – Amrawati IVCs Rest of Maharashtra – 15- 20 IVCs will be established in
next 6-7 years.
The project is expected to complete by year 2017
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Private markets
Farmer – Consumer markets
Direct Marketing
Special commodity markets
Regional / Divisional APMC
Single license system
Cadre for the secretaries of APMC
Contract Farming.
Amendments in Maharashtra Agricultural Produce Marketing (Dev. & Reg.) Act 1963
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Individuals, Co-op. Societies, companies can establish Private Market
License will be required
Collection & utilization of market fee for the development of market
Facilities like Pre-cooling, Cold storage, Packing centers, Washing centers, Electronic auction, Immediate payment etc. to be provided by private market operators.
Private Market license issued – 23
Turnover 2012-13 – Rs. 2058.00 Cr.
Private Markets
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Direct selling of Agricultural produce from farmer to
consumers.
Farmer & Consumer both will be benefited as middlemen
are deleted.
Minimum facilities to be created.
License from Director Marketing is necessary.
Operators can charge necessary service charges.
Farmer Consumer Market
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License from Director of Marketing, Maharashtra State
License holder can purchase Agricultural produce from
farmer at village level.
Market fee to be paid to APMC
Pressure on APMCs will reduce
Income of APMC will increase
Direct Marketing license issued – 78
Turnover 2012-13 – Rs. 915.11 Cr.
Direct Marketing
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Modern facilities for the Sale, Purchase, Store, Grading,
Packing of Agricultural produce will be created.
Infrastructure development & can avail the subsidy facilities
of State / Central Govt.
Onion, Potato, Orange, Banana etc. Govt. can establish
Special Commodity Market.
Special Commodity Markets to be established by State
Govt. only.
Special Commodity Market
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Regional – Arrival of agricultural produce from more than
one Tahasil.
Divisional – Arrival of agricultural produce from more than
one District.
Govt. can declare the APMC as Regional / Divisional.
Representatives of Farmers, Hamals, Merchants, Traders,
Local Authorities, MSAMB, Govt. on APMC Board of
Director.
Regional / Divisional APMC
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License holder can purchase agricultural produce from more
than one APMC area.
Traders can purchase agricultural produce in a whole state
Time & Money of traders will be saved.
Transparency in License issuing system.
Single License issued - 28
Single License System
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For the efficient & commercial operations of APMC
Working Secretaries & Highly Qualified Professional /
Personals will be included in the Panel.
Recruitment of Secretary from Panel.
Control etc. are the rights of APMC.
Panel to be maintained by the MSAMB.
APMC Secretary Panel
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Contract Farming Sponsor shall apply for registration in
FORM “G” to SDAO.
Registration fee is Rupees 500.
SDAO to dispose of application within 60 days.
Prohibition for creation of right, title, interest or ownership
in the land under Contract Farming Agreement.
Prohibition for sale of land under contract farming
agreement by sponsor.
Total area under Contract farming 1.00 Lakh Ha.
Contract Farming
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Activities carried out by M.S.A.M.B.
in Marketing & Risk Management
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Construction cost - Rs. 6000/- per MTs
Subsidy for - 5, 10, 15, 20, 25 & 50 MTs
Subsidy Amount - Rs. 1500/- per MTs or 25% Construction
cost whichever less.
Total Capacity Created - 7.00 Lac MTs
Farmer beneficiaries – 28516
Subsidy given Rs. 72.44 Cr.
SCIENTIFIC ONION STORAGE INFRASTRUCTURE
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Agriculture Pledge Loan Scheme Scheme started: Year 1990-91
Crops covered: Tur, Mug, Udad, Safflower, Paddy, Soya bean, Chana, Sunflower, Jawar, Bajara, Wheat, Maize, Cashew, Seeds, Raisins, Turmeric etc.
Rate of Interest : 6-8%
Period of 180 days
APMC involved – 60
Loan disbursed – Rs. 35 Cr. Every year.
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AEZs in MaharashtraNo
AEZ Districts Implementation Agency
Alphonso mango Thane, Raigad, Ratnagiri, Sindhudurg MSAMB
Kesar Mango Aurangabad, Jalna, Beed, Latur, Ahmednagar, Nasik MSAMB
Pomegranate Nasik, Ahmednagar, Pune, Solapur, Sangli, Latur, Osmanabad
MSAMB
Onion Nasik, Pune, Jalgaon, Ahmednagar, Satara,Solapur MSAMB
Mandarins Nagpur, Amravati MSAMB
Banana Jalgaon, Dhule, Nandurbar, Parbhani, Hingoli, Nanded, Buldana, Wardha
MSAMB
Grapes & Grape Wine Pune, Nasik, Sangli, Satara, Ahmednagar, Solapur MIDC
Floriculture Pune, Nasik, Sangli MIDC
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Training & Demonstration Programs (Market Led Extension)
MSAMB with help from State Agriculture Department
and Agriculture Universities regularly carry out
training programs for farmers in “Quality Production,
Post Harvest Handling & Marketing Aspects”.
Total No. of Farmers Trained – 56,000.
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Location NachneDist:
Ratnagiri
Jamsande Tal: Deogad
Dist: Sindhudurg
JalanaDist: Jalana
Indapur Dist: Pune
Baramati Dist: Pune
Commodity Alphonso Mango
Alphonso Mango
Kesar Mango Agril. produce Pomegranate
Project Cost (lakhs)
220.82 208.22 230.00 389.00 238
Capacity
Precooling 5 MTs/ Batch 5 MTs/ Batch 5 MTs/ Batch -- 5 MTs/ Batch
Coldstorage/Storage
25 MTs/day 25 MTs/day 50 MTs/day Storage (500 MTs)
50 MTs/day
Ripening Chamber
5 MTs/Batch 5 MTs/Batch 5 MTs/Batch -- --
HandlingGrading Packing Line
1.5 MTs/Hr 1.5 MTs/Hr 1.5 MTs/Hr 10 MTs/Hr 1.5 MTs/Hr
Export Facility Centers under AEZ
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Location Raver Dist: Jalgaon
Basamatnagar Dist: Hingoli
Karanja Dist: Wardha
Latur Dist: latur
Commodity Banana Banana Mandarins Pomegranate & Kesar mango
Project Cost (lakhs)
400 400 470 333
Capacity
Precooling 5 MTs/ Batch 5 MTs/ Batch 5 MTs/ Batch 5 Mts/Batch
Coldstorage 25 MTs/day 25 MTs/day 25 MTs/day 50 MTs/Day
Ripening Chamber
25 MTs/Batch 25 MTs/Batch -- 5 MTs/Batch
HandlingGrading Packing Line
2 MTs/Hr 2 MTs/Hr 2 MTs/Hr 5 MTs/Hr
Export Facility Centers under AEZ
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Vapor Heat Treatment PlantLocation : Exporters Building, Vashi, New Mumbai
Facilities available :
VHT Machine - Imported from Japan
Pre-cooling
Cold Storage
Grading & Packing Line
APEDA Certified Pack House Facilities
Establishment of another VHT machine in the near future.
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Mango Export to Japan
Market opened in June-2006
Participated in Mango Promotion Program, Japan
High Value market
Exported around 25 MTs+ mangoes after processing in VHT.
Occurrences of residues in mangoes (Chloro-pyriphos)
Successful Trials for use of Thermo-col boxes
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Planning for Infrastructure Development
Erection of Irradiation Facility Centre at Vashi, Navi
Mumbai is in progress
Promotion of export of Agril. produce to US &
Europe.
Planning to develop Quarantine and Phyto-sanitary
facilities for promoting export of fresh fruits and
vegetables.
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Quality Consciousness
Guidance to the Growers for GLOBALGAP Certification.
- 63 Alphonso mango growers, 76 Kesar Mango grower, 53
Pomegranate growers received the certificate.
Announced 50% subsidy for certification (Mango &
Pomegranate)
Undertaking Awareness Programme for the growers to
understand the need of changing scenario w.r.t. WTO, Food
Safety etc.
MSAMB giving 50% subsidy to farmers.
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Market Led Extension – N.I.P.H.T.(Horticulture Training Center)
State-of-art Practical Training Centre set up with the help of FMO-
The Netherlands & PTC Netherlands
First of its kind in India & 2nd in Asia.
Equipped with : Classrooms, Demonstration Halls, Library, Hostel,
Restaurant, Glass/Poly Houses, Meteorological Station
Soil & Water Testing Laboratory.
Fully Computerized Controlled to Low Cost Poly-houses (Total 12)
Total No of Trainees Trained - 17000
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MSAMB has entered into MoU with REUTERS (UK based) for dissemination of
Market rates, Weather forecast, Pesticide & Fertilizer application guidance
through SMS via mobile phones (REUTERS has enrolled @ 1,00,000+ members)
“MARKNET” - Computerized 291 main markets & 54 sub markets and connected
through internet with MSAMB’s portal (www.msamb.com).
Installation of projection TV systems at 69 APMCs in the state for dissemination
of arrival, prices and agricultural information.
MSAMB has signed MOU with NOKIA to disseminate Market Rates, Weather,
Forecast & Other Agril. information.
Ticker Boards with NCDEX assistance – 106 APMCs
Display Boards – In 140 APMCs
Market Intelligence
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Creation of Growers’ Apex Cooperative Societies
Sr. No. Name of the Organization Commodity Date of Establishment
1 Mahagrapes Grapes Jan. 1991
2 Mahamango Mango Mar. 1991
3 Mahabanana Banana Jan. 2002
4 Mahaanar Pomegranate Aug. 2005
5 Mahaorange Mandarins Mar. 2008
6 Mahacashew Cashew Sept. 2010
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Fruit Festival Scheme To reduce the intermediaries. Availability of commodities to consumers at reasonable
price Better returns to farmers Assistance of Rs. 1000/- per stall & Rs. 10,000/- for
advertisement in Corporation areas.
Assistance of Rs. 700/- per stall & Rs. 5000/- for advertisement in other cities / towns.
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Other Activities undertaken by MSAMB
Chanalising Agency for Onion Export since 1999.
Nodal Agency for setting up of Terminal Markets
(Mumbai, Nashik, Nagpur)
Initiated the process to set up:
Modern Markets at Aurangabad & Basamatnagar on BOT thru’ PPP
Modern Markets at 20 different locations
Computerised Auction System in 100 APMCs
Provides subsidy for:
Cost of sea freight for export of onion to Europe.
Purchase of Crates by farmers.
Global GAP certification
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