Transcript MARKETING CHANNEL FOR GRAPES

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Marketing channel for grapes
Introduction
Grape Export from India
Of the total grapes produced in the country around
1.2% is processed into wine.
The grape export from India started in the year 1991 with the
initiation of economic liberalization.
Total export is about 20,646 tonne, which
amounts to only 2% of total production.
The importers of Indian grapes are UK,
Netherlands, Germany, USA, UAE, Saudi
Arabia, Quatar, Oman, Bahrain, Sri Lanka,
Bangladesh,
Mauritius,
Singapore
and
Hongkong.
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Marketing channel for grapes
Share of Varieties Grown In India
Variety
Per cent
Thomsan seedless and its mutants (white
seedless)
Bangalore blue (black seeded)
55-57 %
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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17-18 %
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Marketing channel for grapes
Marketing Channel
Village Marketing Channel
CONSUMER
PRODUCER
Local Sale Marketing Channel
PRODUCER
RETAILER
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CONSUMER
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Marketing channel for grapes
Contract Marketing Channel I
PRODUCER
CONSUMER
RETAILER
PRE HARVEST
CONTRACTER
Contract Marketing Channel II
PRODUCER
COMMISION AGENT/
TRADER
CONSUMER
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SECONDARY
WHOLE SALER
PRIMARY WHOLE
SALER
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SECONDARY
WHOLE SALER
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Marketing channel for grapes
Contract Marketing Channel III
PRODUCER
PREHARVEST
CONTRACTER
COMMISION
AGENT
CONSUMER
RETAILER
Distance Marketing Channel
PRODUCER
RETAILER
COMMISION
AGENT
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CONSUMER
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Marketing channel for grapes
Export Marketing Channel
EXPORTER (GRADING
& PACKAGING)
GAP
CONSULTANT
PRODUCER
IMPORTER
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Marketing channel for grapes
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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Marketing channel for grapes
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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Marketing channel for grapes
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
(Maharashtra State Agricultural Marketing Board)
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in
grapes.
MSAMB
Marketing channel for grapes
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 3035%.
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Marketing channel for grapes
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 grapes
Marketing Channel for processed grape products
PRODUCER
PRODUCER
COLLECTION
POINT
CO OPERATIVES
FARM AGENT
Post harvest processing
(Wine, Raisin)
COMMISSION
AGENT
RETAILER
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CONSUMER
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Marketing channel for grapes
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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Marketing channel for grapes
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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Marketing channel for grapes
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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Marketing channel for grapes
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
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Marketing channel for grapes
 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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Marketing channel for grapes
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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Let us Sum up
A grape is a non-climacteric fruit specifically a
berry that grows on the perennial and
deciduous woody vines.
Of the total grapes produced in the country
around 1.2% is processed into wine.
The grape export from India started in the year
1991 with the initiation of economic
liberalization.
APEDA, Co-operatives, All India Grape Growers
Federation are the agencies involved in grape
marketing.
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