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Grape Export from India

Of the total grapes produced in the country around 1.2% is processed into wine.

The importers of Indian grapes are UK, Netherlands, Germany, USA, UAE, Saudi Arabia, Quatar, Oman, Bahrain, Sri Lanka, Bangladesh, Mauritius, Singapore and Hongkong.

Total export is about 20,646 tonne, which amounts to only 2% of total production.

The grape export from India started in the year 1991 with the initiation of economic liberalization.

Marketing channel for grapes

Introduction

Share of Varieties Grown In India

Variety Per cent

Thomsan seedless and its mutants (white seedless)

55-57 %

Bangalore blue (black seeded) 17-18 %

Anabe e shahi (white seeded) 13-14

Perletle (white seedless) 6%

Gulabi sysmuscat (purple seeded) 3%

Bhokri (white seeded) 1-2%

Sharad seedless (black seedless) 2%

Flame seedless ( red seedless) 1%

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Village Marketing Channel

PRODUCERPRODUCER CONSUMERCONSUMER

Local Sale Marketing Channel

RETAILERRETAILERPRODUCERPRODUCER CONSUMERCONSUMER

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Marketing Channel


Contract Marketing Channel I

PRE HARVEST CONTRACTERPRE HARVEST CONTRACTER

RETAILERRETAILERPRODUCERPRODUCER CONSUMERCONSUMER

Contract Marketing Channel II

PRODUCERPRODUCER COMMISION AGENT/ TRADERCOMMISION AGENT/ TRADER

PRIMARY WHOLE SALER

PRIMARY WHOLE SALER

SECONDARY WHOLE SALERSECONDARY

WHOLE SALER

SECONDARY WHOLE SALERSECONDARY

WHOLE SALERCONSUMERCONSUMER

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Contract Marketing Channel III

PRODUCERPRODUCER PREHARVEST CONTRACTERPREHARVEST CONTRACTER COMMISION

AGENT COMMISION

AGENT

RETAILERRETAILERCONSUMERCONSUMER

Distance Marketing Channel

PRODUCERPRODUCER COMMISION AGENT

COMMISION AGENT

RETAILERRETAILER CONSUMERCONSUMER

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Export Marketing Channel

PRODUCERPRODUCER GAP CONSULTAN

T

GAP CONSULTAN

T

EXPORTER (GRADING & PACKAGING)

EXPORTER (GRADING & PACKAGING)

IMPORTERIMPORTER

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Producer

This could be small farmer of less than 0.5 ha., medium farmers of

0.5 ˝U2.5 ha., and large producer of 2.5 ha., to 10 ha.

Consultants Consequential to the stringent quality assurance

systems in place for the export markets, consultants in the field of

certification of EurepGAP has gained prominence in this export

supply chain.

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Exporters

Exporters usually could be traders/processors and growers. The

grape exporters have to be registered with APEDA who keeps a list

of the exporters.

The exports are also attracted by the facility of concession on imports

to the extent of 20% of the total exports

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Significant parties outside the Export marketing channel

APEDA

In the context of export supply chains, the singularly responsible body

for export regulation is APEDA.

APEDA maintains strict regulatory procedures for export starting from

farmer registration to residue monitoring in grapes. MSAMB

(Maharashtra State Agricultural Marketing Board)

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Co-operatives

In order to facilitate grape exports from Maharashtra MahaGrapes

was established to organize the grape growers as producer

cooperatives and has been greatly successful.

Ten new cooperative societies are being established in Maharashtra

for growing grapes and selling in MahaGrapes brand.

The share of cooperative societies in the total grape exports is 30-

35%.

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All India Grape Growers Federation

This is an umbrella organization of state level grape grower

organizations and currently 5 state level organizations of

Maharshtra, Karnataka, Andhra Pradesh, Tamil Nadu and Madhya

Pradesh are members under this federation.

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Marketing Channel for processed grape products

PRODUCER PRODUCER

CO -OPERATIVES

CO -OPERATIVESFARM AGENTFARM AGENTCOLLECTION

POINTCOLLECTION

POINT

COMMISSION AGENT

COMMISSION AGENT

Post harvest processing (Wine, Raisin)

Post harvest processing (Wine, Raisin)

RETAILERRETAILERCONSUMER CONSUMER

PRODUCERPRODUCER

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Challenges in Grape Marketing

Farmers have limited access to guidance on issues such as best

agronomic practices post harvest management and which varieties to

propagate.

Color specifications requires proper sunlight control techniques and

achieving the export stipulate berry and bunch size leads to yield

reduction adding to cost escalation.

On an average 80% harvest only becomes viable and the rest would

have to go to domestic market Pest control had to effective and

efficient conforming to Maximum Residue Limit (MRL).

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There has to be support from the research entities to minimize

the use of external inputs and thereby reducing cultivating costs.

Private sector participation could be utilized in extension

programmes.

Quality is another area of concern, as there exists preferences for

various importing countries, Farmers have to be informed on the

product quality specifications.

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Eurepgap Certification

EUREPGAP certification has become a mandatory since June 2005,

adherence to the same is critical in access tot the EU market that is

the main target market for India.

There has to be serious efforts in conscientisation and training in

documentation and certification process of EurepGAP.


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Lack of Adequate farmer finance

High cost of setting up vineyards- Cultivation of crops such as grapes requires

high upfront investments, estimated at INR 0.8 ˝U 1.0 million per acre for

establishing of vineyards. The cap on farmer loans for a maximum amount of

INR 0.5 million per farmer restricts bank finance. This cap on farmer loans

should be made category/ crop specific, taking into account the respective

cultivation and investment expenses.

High recurring cost of production for export quality grapes due at additional

labor costs in thinning and pruning.

Uncertainties/risk in crop production due to weather is prevalent


High cost for obtaining certification for exports. For e.g., the cost of

EurepGap certificate is INR. 75000 / farmer (including the cost of

construction of separate storage space for fertilizers and pesticides

etc.)

Farmer financing could be more creditworthy in the context of

contractual arrangement between farmer and exporter and therefore

such linkages should be facilitated through legal and policy

framework. Targeting new markets

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Post Harvest Gap

The quality of table grapes is adversely affected by the lack of cool

storage infrastructure, lack of a continuous cool chain from vineyard to

consumer and inadequate sulphur dioxide technology.

If these issues are not addressed, the long-term viability of regional

grape industries will be at risk.

It is also seen that Sulphur Dioxide (SO2) damage was caused by

breaks in the cool chain. Training of growers and packers in the correct

use of SO2 releasing pads and cool handling of grapes could minimize

the loss in fruit quality


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A grape is a non-climacteric fruit specifically a berry that grows on the perennial and deciduous woody vines.

Let us Sum up

APEDA, Co-operatives, All India Grape Growers Federation are the agencies involved in grape marketing.

The grape export from India started in the year 1991 with the initiation of economic liberalization.

Of the total grapes produced in the country around 1.2% is processed into wine.

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