Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh
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Transcript of Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh
Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh
Centre of Technology & Entrepreneurship Development (CTED)
An ISO 9001:2008 Certified OrganizationJagdishpur, CSM NAGAR (U.P)
IntroductionStrengthening and restructuring of Rural Economy is now accepted key-word for National Development. In an attempt to identify and classify, the present and future scope of farm and non-farm economic activities at Cluster Level. Amla (also pronounced as ‘AONLA’) production and processing activities in the district Pratapgarh (U.P.) has been identified as one of potential Clusters in the country. Since basic features of a Cluster, that is - collective, collaborative arrangement characterized by geographical concentration of people engaged in similar economic activity with shared infrastructure - is already in practice (though in a very limited extent), for Amla production and processing in Pratapgarh, therefore, Cluster Approach for its intensive development was decided. In this context, the Diagnostic Study to identify the areas of interventions for the development Cultivation, Processing, and Marketing practices relatated to Amla was taken up.
Status of Pratapgarh: Pratapgarh district is the largest producer of Amla in Asia. It is a highly profitable cash crop. The major chunk of the production is being supplied to major industrial houses like Dabur, Vaidyanath and other pharmaceutical industries. A bare 20 % is locally processed with traditional skills to produce pickles, and sweets.At present about 20000 hectare of land is under Aonla cultivation, which produces 1.1 Lac Mt Aonla fresh fruit. It is about 80% of the countries total production. Amla production is basically concentrated in Sandwa Chandika, Sadar blocks and Patti tahshil of district. New varieties (NA-6, NA-7, NA-10) along with Baransi, Krishna, Chakaiya, Kanchan are very productive and suitable for food industries. Amla is used in three forms a) Food item, b) Aurvedic Drug, and c) Cosmetics. All three forms involve high degree of value addition. The extent of value addition, as per natural justice, must be shared by all the stakeholders of its cultivation, handling, storage, and processing.
Pratapgarh Amla ClusterPratapgarh has risen in ranks as the top producer of Aonla fruit. It is a multi-purpose fruit, is extremely rich in vitamin C, helps cure gastro-intestinal disorders, encourages youth and liveliness, exported all over India and the world in form of sweets and medicines. Pratapgarh is, 61 Km (north-east) from Allahabad. Pratapgarh Amla Cluster is unique in the sense that it does not limit only to industrial processes but has strong linkage with the horticultural and agricultural pattern of the area. Thus, like any other Fruit Crop, Amla cultivation and processing has strong impact over the socio-economic status, life style and culture of the area. Since Pratpgarh district has been cited as world’s largest producer of Amla fruit.
Launching of Amla Cluster – 04th Feb. 2008
Identification of stake holder’s beneficiaries:- 400 Growers & Processors.
Formation of Amla Growers & Processors Producer Organization:- 01 (Cluster Development Association has been formed and
registred under society Act of 1860)
Registration of association 5 th July 2008.
Establishment and inauguration of CFC – 3rd Feb 2011.
Programme Conducted so far [Awareness camp -7, REDP -4, SDI-4 Product Development Workshop - 2, Exposure Visit - 2,
Buyers-sellers meet-1].
Credit Linkages with Bank of Baroda (BOB) main Branch -160.
Registration of members with association-105 Growers & Processors..
Establishment of Testing Laboratory at CFC.
The FSSAI (Food Safety and Standards Authority of India) License has been acquired on the date 10.07.2012 & Registration No.
22712308000248
Brand Name of Amla Product – “Amla Amrit Food Product”
Acquired the ISO 22000:2005 (Food Safety Management System Certificate) Certificate on the date 16.10.2012 & Certificate
Number- KorF-120576, certifies that MSA Certification Co. Ltd.
We are marketing & Selling of the brand Amla Amrit. The organisation use of different step for marketing & Market accessibility with the
help of new Information and Communication Technologies (ICTs)- registred in www.alibaba.com & www.tradeindia.com -
Selling point – Sultanpur SARAS Showroom (Supported by DRDA & Jagdishpur NABARD Rural Mart (Supported by NABRAD).
Website construction (On the process)
STATUS OF AMLA CLUSTER
5
Stage 1
Used in
Drugs &
CosmeticsIndustry
Wind fallen
Wind fallen
Wind fallen
PRACTICES OF AMLA PROCESSING
Plantation
2 Tendering/ Irrigation
3 Flowering
4 Fruit setting
5 Maturing
2nd Stage
Harvesting
Wholesaler
Retailer
Processor
3rd Stage Processing
Sorting/Grading
Primary Processing
Semi Finished Processing
Final Processing
Location & Status of Cluster Before Intervention
A. Cluster is working in whole Pratapgarh
district.
B. 400 families are habited in two
intensive Amla production and
processing CD Blocks (Sadar, and
Sandwa Chandika)
C. 400 Families (Growers & Processors)
had been selected.
D. Growers & Processors belonging from
18 to 50 years had been selected.
E. Must be performing Amla based
economic activity as whole time for
family wages / income.
Status After Intervention
1. No of members affiliated to the Cluster: 2800
2. No. of Growers :- 400
3. No. of Processors:- 130
4. Product Produced:- Amla- Murabba, Candy
(Khati, Mitti & Chatpati), Burfi, Laddo, Juice,
Chutney, Pickle, Powder, Squash, Jam, Health
Drink, Supari, Toffee.
5. Raw materials purchase from local farmers,
traders or own crop.
6. Market- Local market and Neighboring weekly
village market and urban market of Sadar,
Lalganj, Biharganj, Raniganj & Sandwa
Chandika etc.
Turn Over
1.Turnover for 400 families in general-
(400x30,000)=1,20,00,000
Increased the Turnover of 400 Families (Amla Growers &
Processors)
Outcome of the ProjectAfter taking loan from bank around 125
beneficiaries have established/expanded their
units.
Most of the beneficiaries have started
manufacturing of good quality products after
using CFC.
The turnover of cluster has been increased by
more than 12%.
Most of the artisans have repaid the loan to
bank and some of them have expanded the loan
amounts.
A cluster development association has been
formed and registered under society act of
1860.
Existing Infrastructure
1. Fully automatic
machines, with small
toolkits.
2. No. of advance
Laboratories
equipment.
3. Fully furnished office.
Proposed Intervention
A. To increase no. of stakeholder Growers and Processors.
B. To increase the turnover from 1.25 crore to 2.00 crore.
C. A cluster development association has been formed and registered under
society act of 1860.
D. Identify at National level.
E. Linkage of all growers and Processors with bank & increase credit facility.
F. To form a raw material bank at local level.
G. To develop master trainer at local level.
H. To increase capacity building by skill development programme.
I. Market tie-up at state / national level.
J. To develop a brand name.
K. To provide credit facility.
L. Education facility , facility to children.
M. Involvement of female in amla processing.
CTED Proposed intervention through- “4C” Step promotion1. Community2. Capacity3. Credit4. Channel
Social intervention
1. Formation of SHGs & Producer groups
2. Mobilization of Growers & Processors.
3. Community Empowerment -Mobilization of
Growers & Processors to form SHGs and &
Producer groups
4. Improvement of the standard- life of community
5. Formation of Consortiums
- Processors consortium
- Growers consortium
- Marketing consortium
6. Covering Education, Environment & Credit etc.
7. Credit facility under scheme of Bank of Baroda.
Technological intervention
1. Develop a small CFC with support
from NABARD Lucknow.
2. Technology & Up-gradation workshop
with support CISH-Lucknow &
Agriculture University- Kumarganj.
3. Capacity building programme support
from NABARD.
4. Technology support by Agriculture
university, Kumarganj & CISH,
Lucknow.
Financial intervention
1. Financial Interventions for credit linking.
2. Formation & credit linking of Amla Growers & Processors.
3. Linkage of all Growers & Processors with bank- BOB, limit up to 25,000 to 1.00 lakh.
4. To Provide the facility of Kisan Credit Card (KCC).
Marketing intervention
1. Trade Fairs/Exhibitions: Participation
2. Organising seminar-cum-Exhibition.
3. Buyer-Seller Meets.
4. Exposure Visit.
5. Business development services- Including
marketing support (through professional
marketing agents) by way of linkages to
traders, suppliers, corporate agencies,
domestic and export buyers.
6. Marketing outlets:- DRDA supported SARAS
Showroom Sultanpur & NABARD Supported
Rural Mart.
ACTIVITIES OF AMLA CLUSTER DEVELOPMENT ASSOCIATION PROMOTION
Production Collection Whole Sale Retails Consumption
Processing
AMLA RAW Amla Growers & Processors Cluster Development Association (CDA)
SUPPLIER AMLA
CLUSTER PRODUCTION
& PROCESSING
SANSTHAN (ACPPS)
Whole Seller(Finished Product)
Processor(Small Group)
Market ConsumerCTED
& CDC
Forward and Backward Linkages to Aonla Farmers Groups
AMLA CLUSTER
PRODUCTION &
PROCESSING SANSTHAN
(ACPPS)
New Plantations to Existing Farmers
Raw Procurement & Raw material Bank
Business Collaboration & Value added Marketing
Quality Control & Testing, Packaging and Weighting
Advance Technology Information
Mach Making (Support to tie up financial assistance, Transfer of Technology and Preparation of Business Plan)
Finance Syndication & Assistance
Amla Growers & Processors Capacity Building
Support Service (Harvesting technique, Counseling, Product Branding, Product Certification, e-Business Support,
Buyer – Seller meet, Process Technologies)
Processing of Value Added Product
CONT.
ACTIVITIES OF FPO PROMOTION AND DEVELOPMENT PROCESS
CLUSTER IDENTIFICATION
DIAGNOSTIC STUDY
FEASIBILITY ANALYSIS
BASELINE ASSESSMENT
BUSINESS PLANNING
MOBILIZATION OF FARMERS
ORGANISING AND FORMALISING
RESOURCE MOBILISATION & CAPACITY BUILDING
MOBILIZING EXTENSION AND TRAINING & TECHNICAL SUPPORT
MANAGEMENT SYSTEMS DEVELOPMENT
ESTABLISH THE INFRASTRUCTURE
BUSINESS OPERATIONS
FINANCIAL LINKAGES
ASSESSMENT AND AUDIT OF FPO
4 FPO PROMOTION THROUGH AMLA
CLUSTER, PRATAPGARH
PROPOSED MARKETING PLAN
TARGET MARKET
COMPETITION
PLACE
PROMOTION
PRICING
PRODUCT
TIMING OF MARKET ENTRY
TARGETED SALES
INDUSTRY TRENDS
MARKETING CHANNEL
Formed Marketing Consortium
E-trading Direct Marketing Supply Value Chain
Own Stores- Show room
Franchisees Small Vendors Branded Carts
Trade Fair Linkages with Retailers
Setting up Trade Emporia
Linkages with Exporter
MEDIA CLIP
PHOTOGRAPHS
PHOTOGRAPHS
THANKS CTED