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CONTENT
CHAPTERS PAGE NO
CHAPTER-1helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(03-27)
An over view of Agriculture Industry Introduction to the industry World scenario Indian scenario Recent trend Problemscope Industry scenario in East West North South Industrial scenario in Kanpur About the organization Government policies relation to the farming industry Environmental study
CHAPTER ndash 2helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(28-40)
About the company History amp Evolution Company profile DevelopmentCSR About competitors Major competitors SWOT analysis
CHAPTER ndash 3helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(41-52)
Product and Technology Product philosophy Product profile amp product variance Product features Target customers Technology using by company
1 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(53-58)
Research design amp methodology Objective of the study Present strategy use by company Methodology Sources of Data (primary and secondary) Limitation of study
CHAPTER ndash 5helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(59-65)
Data analysis amp interpretation
CHAPTER- 6helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(66-67)
Findings
CHAPTER ndash 7helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(68-69)
Suggestion amp recommendation
CHAPTER-8helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(70-71)
Conclusion
CHAPTER ndash 9helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(72-76)
Bibliography
CHAPTER ndash 10helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(77-80)
Appendix
2 Rourkela Institute of Management Studies Rourkela
CHAPTER-1
An over view of Agriculture Industry(POTATO)
3 Rourkela Institute of Management Studies Rourkela
INTRODUTION TO THE POTATO MARKET
Potato (Solanum tuberosum L) popularly known as lsquoThe king of vegetablesrsquo has emerged
as fourth most important food crop in India after rice wheat and maize Indian vegetable
basket is incomplete without Potato Because the dry matter edible energy and edible protein
content of potato makes it nutritionally superior vegetable as well as staple food not only in
our country but also throughout the world Now it becomes as an essential part of breakfast
lunch and dinner worldwide Being a short duration crop it produces more quantity of dry
matter edible energy and edible protein in lesser duration of time than cereals like rice and
wheat Hence potato may prove to be a useful tool to achieve the nutritional security of the
nation It has been observed that during present trend of diversification from cereals to
horticultural crops shifting from wheat barley cultivation to potato cultivation returns more
to the farmers Potato is a major food crop grown more than 100 countries in world The
native South Americans brought Potato under cultivation possibly 2000 years before the
Spanish conquest In 1537 the Spaniards first came into contact with potato in one of the
villages of Andes In Europe it was introduced of between 1580 AD to 1585 AD in Spain
Portugal Italy France Belgium and Germany At present China Russia India Poland and
USA contribute a major share of total world production It was introduced in India by the
Portuguese sailors during early 17th century and itrsquos cultivation was spread to North India by
the British Potato is one of main commercial crop grown in the country It is cultivated in 23
states in India Uttar Pradesh West Bengal Bihar Punjab and Gujarat account a lionrsquos share
in total production Country has achieved a tremendous growth in potato production during
last four to five decades The annual compound growth rate of potato is higher than other
major food crops in respect of area production and productivity In the year 2002-2003 the
production was 25 million tones while it was 5 million tones during 1970 Hence owing its
significant growth in production bumper yields have been observed almost in every year
Due to the bumper crop and lack of post harvest management glut situations raised in the
market for the surplus yield every year which ultimately results in decline the prices
drastically
Varieties like Kufri Chipsona-1 Kufri Chipsona-2 Kufri Jyoti Kufri Luvkar Kufri
4 Rourkela Institute of Management Studies Rourkela
Chandramukhi have been released recently by different research organizations for processing
purposes In India there is a great scope for cultivation of potato suitable for processing
Further there is a rising demand for quality processed potato products from the country
particularly in Middle East The countries like Japan Singapore Korea
Malaysia China also has a great demand for processed potato products as well as fresh potato
for processing purpose Thus the potato processing has opened a new dimension for
development of agro based industries in the country
Indian potato preferred world wise for its taste and meets the international quality standards
in terms of disease freeness shape size skin color flesh and dry matter content The
Government of India has set up four Agri Export Zones (AEZs) in Punjab West Bengal
Uttar Pradesh and Madhya Pradesh for significant development in this direction These AEZs
are making effort in strengthening and creating infrastructure for export of fresh and
processed potato products with the mandate for tackling the export of potato and itrsquos
products The main objectives of the Agri Export Zones set up is to provide emphasis on
partnership convergence of different organizations stakeholders with a focus on providing a
package of facilities for export of potato
ORIGIN
It is believed that potato was a native of Andes in South America and gradually spread
throughout the world
ImportanceBillion people the world over It is a high quality vegetable cum food crop and used in
preparing more than 100 types of recipes in India The popular Indian recipes like Samosas
and Alu Paranthas are prepared from potato The protein of potato has high biological value
than proteins of cereals and even better than that of milk The biological value of mixture of
egg and potato is higher than the egg alone Hence potato can be supplement of meat and
milk products for improving their taste lowering energy intake and reducing food cost
Nutritional point of view potato is a wholesome food and deserves to be promoted as a
potential high quality vegetable cum food crop in the country
5 Rourkela Institute of Management Studies Rourkela
Nutritive Value
The constituents of potato per 100 gms
SlNo Constituents Weight (grams)
1 Water 7470
2 Carbohydrates (Starch and Sugar) 2260
3 Proteins 160
4 Fibre 040
5 Fat 010
6 Minerals 060
Source Potato in India Central Potato Research Institute (CPRI) Shimla
The Minerals and Vitamins as available in Potato is given below
SlNo Minerals Vitamins Content (mg100 gm of fresh weight)
1 Calcium 77
2 Copper 015
3 Iron 075
4 Magnesium 242
5 Phosphorus 403
6 Potassium 5680
7 Sodium 65
8 Vitamin C 140 ndash 250
9 Thiamin 018
10 Riboflavin 001-007
11 Niacin 04 ndash31
12 Total Folate 50-350
13 Pyridoxine 013-025
Source Potato in India Central Potato Research Institute (CPRI) Shimla
6 Rourkela Institute of Management Studies Rourkela
It is utilized in variety of ways such as preparation of chips wafers flakes granules flour
starch potato-custard powder soup or gravy thickener pan cakes as a process food As being
one of the principal cash crop it gives handsome returns to the growersfarmers due to itrsquos
wide market demand nationally and internationally for different kinds of utilization Further it
has been reported by the International Food Policy Research Institute (IFPRI) and
International Potato Centre (CIP) India is likely to have highest growth rate of potato
production and productivity during 1993 to 2020 During the same period demand for potato
is expected to rise by 40 per cent world wide This indicates that a picture about a clear
opportunity to capture the huge domestic and international market of potato by producing
quality potato and its products
7 Rourkela Institute of Management Studies Rourkela
WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 2: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/2.jpg)
CHAPTER ndash 4helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(53-58)
Research design amp methodology Objective of the study Present strategy use by company Methodology Sources of Data (primary and secondary) Limitation of study
CHAPTER ndash 5helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(59-65)
Data analysis amp interpretation
CHAPTER- 6helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(66-67)
Findings
CHAPTER ndash 7helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(68-69)
Suggestion amp recommendation
CHAPTER-8helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(70-71)
Conclusion
CHAPTER ndash 9helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(72-76)
Bibliography
CHAPTER ndash 10helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip(77-80)
Appendix
2 Rourkela Institute of Management Studies Rourkela
CHAPTER-1
An over view of Agriculture Industry(POTATO)
3 Rourkela Institute of Management Studies Rourkela
INTRODUTION TO THE POTATO MARKET
Potato (Solanum tuberosum L) popularly known as lsquoThe king of vegetablesrsquo has emerged
as fourth most important food crop in India after rice wheat and maize Indian vegetable
basket is incomplete without Potato Because the dry matter edible energy and edible protein
content of potato makes it nutritionally superior vegetable as well as staple food not only in
our country but also throughout the world Now it becomes as an essential part of breakfast
lunch and dinner worldwide Being a short duration crop it produces more quantity of dry
matter edible energy and edible protein in lesser duration of time than cereals like rice and
wheat Hence potato may prove to be a useful tool to achieve the nutritional security of the
nation It has been observed that during present trend of diversification from cereals to
horticultural crops shifting from wheat barley cultivation to potato cultivation returns more
to the farmers Potato is a major food crop grown more than 100 countries in world The
native South Americans brought Potato under cultivation possibly 2000 years before the
Spanish conquest In 1537 the Spaniards first came into contact with potato in one of the
villages of Andes In Europe it was introduced of between 1580 AD to 1585 AD in Spain
Portugal Italy France Belgium and Germany At present China Russia India Poland and
USA contribute a major share of total world production It was introduced in India by the
Portuguese sailors during early 17th century and itrsquos cultivation was spread to North India by
the British Potato is one of main commercial crop grown in the country It is cultivated in 23
states in India Uttar Pradesh West Bengal Bihar Punjab and Gujarat account a lionrsquos share
in total production Country has achieved a tremendous growth in potato production during
last four to five decades The annual compound growth rate of potato is higher than other
major food crops in respect of area production and productivity In the year 2002-2003 the
production was 25 million tones while it was 5 million tones during 1970 Hence owing its
significant growth in production bumper yields have been observed almost in every year
Due to the bumper crop and lack of post harvest management glut situations raised in the
market for the surplus yield every year which ultimately results in decline the prices
drastically
Varieties like Kufri Chipsona-1 Kufri Chipsona-2 Kufri Jyoti Kufri Luvkar Kufri
4 Rourkela Institute of Management Studies Rourkela
Chandramukhi have been released recently by different research organizations for processing
purposes In India there is a great scope for cultivation of potato suitable for processing
Further there is a rising demand for quality processed potato products from the country
particularly in Middle East The countries like Japan Singapore Korea
Malaysia China also has a great demand for processed potato products as well as fresh potato
for processing purpose Thus the potato processing has opened a new dimension for
development of agro based industries in the country
Indian potato preferred world wise for its taste and meets the international quality standards
in terms of disease freeness shape size skin color flesh and dry matter content The
Government of India has set up four Agri Export Zones (AEZs) in Punjab West Bengal
Uttar Pradesh and Madhya Pradesh for significant development in this direction These AEZs
are making effort in strengthening and creating infrastructure for export of fresh and
processed potato products with the mandate for tackling the export of potato and itrsquos
products The main objectives of the Agri Export Zones set up is to provide emphasis on
partnership convergence of different organizations stakeholders with a focus on providing a
package of facilities for export of potato
ORIGIN
It is believed that potato was a native of Andes in South America and gradually spread
throughout the world
ImportanceBillion people the world over It is a high quality vegetable cum food crop and used in
preparing more than 100 types of recipes in India The popular Indian recipes like Samosas
and Alu Paranthas are prepared from potato The protein of potato has high biological value
than proteins of cereals and even better than that of milk The biological value of mixture of
egg and potato is higher than the egg alone Hence potato can be supplement of meat and
milk products for improving their taste lowering energy intake and reducing food cost
Nutritional point of view potato is a wholesome food and deserves to be promoted as a
potential high quality vegetable cum food crop in the country
5 Rourkela Institute of Management Studies Rourkela
Nutritive Value
The constituents of potato per 100 gms
SlNo Constituents Weight (grams)
1 Water 7470
2 Carbohydrates (Starch and Sugar) 2260
3 Proteins 160
4 Fibre 040
5 Fat 010
6 Minerals 060
Source Potato in India Central Potato Research Institute (CPRI) Shimla
The Minerals and Vitamins as available in Potato is given below
SlNo Minerals Vitamins Content (mg100 gm of fresh weight)
1 Calcium 77
2 Copper 015
3 Iron 075
4 Magnesium 242
5 Phosphorus 403
6 Potassium 5680
7 Sodium 65
8 Vitamin C 140 ndash 250
9 Thiamin 018
10 Riboflavin 001-007
11 Niacin 04 ndash31
12 Total Folate 50-350
13 Pyridoxine 013-025
Source Potato in India Central Potato Research Institute (CPRI) Shimla
6 Rourkela Institute of Management Studies Rourkela
It is utilized in variety of ways such as preparation of chips wafers flakes granules flour
starch potato-custard powder soup or gravy thickener pan cakes as a process food As being
one of the principal cash crop it gives handsome returns to the growersfarmers due to itrsquos
wide market demand nationally and internationally for different kinds of utilization Further it
has been reported by the International Food Policy Research Institute (IFPRI) and
International Potato Centre (CIP) India is likely to have highest growth rate of potato
production and productivity during 1993 to 2020 During the same period demand for potato
is expected to rise by 40 per cent world wide This indicates that a picture about a clear
opportunity to capture the huge domestic and international market of potato by producing
quality potato and its products
7 Rourkela Institute of Management Studies Rourkela
WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 3: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/3.jpg)
CHAPTER-1
An over view of Agriculture Industry(POTATO)
3 Rourkela Institute of Management Studies Rourkela
INTRODUTION TO THE POTATO MARKET
Potato (Solanum tuberosum L) popularly known as lsquoThe king of vegetablesrsquo has emerged
as fourth most important food crop in India after rice wheat and maize Indian vegetable
basket is incomplete without Potato Because the dry matter edible energy and edible protein
content of potato makes it nutritionally superior vegetable as well as staple food not only in
our country but also throughout the world Now it becomes as an essential part of breakfast
lunch and dinner worldwide Being a short duration crop it produces more quantity of dry
matter edible energy and edible protein in lesser duration of time than cereals like rice and
wheat Hence potato may prove to be a useful tool to achieve the nutritional security of the
nation It has been observed that during present trend of diversification from cereals to
horticultural crops shifting from wheat barley cultivation to potato cultivation returns more
to the farmers Potato is a major food crop grown more than 100 countries in world The
native South Americans brought Potato under cultivation possibly 2000 years before the
Spanish conquest In 1537 the Spaniards first came into contact with potato in one of the
villages of Andes In Europe it was introduced of between 1580 AD to 1585 AD in Spain
Portugal Italy France Belgium and Germany At present China Russia India Poland and
USA contribute a major share of total world production It was introduced in India by the
Portuguese sailors during early 17th century and itrsquos cultivation was spread to North India by
the British Potato is one of main commercial crop grown in the country It is cultivated in 23
states in India Uttar Pradesh West Bengal Bihar Punjab and Gujarat account a lionrsquos share
in total production Country has achieved a tremendous growth in potato production during
last four to five decades The annual compound growth rate of potato is higher than other
major food crops in respect of area production and productivity In the year 2002-2003 the
production was 25 million tones while it was 5 million tones during 1970 Hence owing its
significant growth in production bumper yields have been observed almost in every year
Due to the bumper crop and lack of post harvest management glut situations raised in the
market for the surplus yield every year which ultimately results in decline the prices
drastically
Varieties like Kufri Chipsona-1 Kufri Chipsona-2 Kufri Jyoti Kufri Luvkar Kufri
4 Rourkela Institute of Management Studies Rourkela
Chandramukhi have been released recently by different research organizations for processing
purposes In India there is a great scope for cultivation of potato suitable for processing
Further there is a rising demand for quality processed potato products from the country
particularly in Middle East The countries like Japan Singapore Korea
Malaysia China also has a great demand for processed potato products as well as fresh potato
for processing purpose Thus the potato processing has opened a new dimension for
development of agro based industries in the country
Indian potato preferred world wise for its taste and meets the international quality standards
in terms of disease freeness shape size skin color flesh and dry matter content The
Government of India has set up four Agri Export Zones (AEZs) in Punjab West Bengal
Uttar Pradesh and Madhya Pradesh for significant development in this direction These AEZs
are making effort in strengthening and creating infrastructure for export of fresh and
processed potato products with the mandate for tackling the export of potato and itrsquos
products The main objectives of the Agri Export Zones set up is to provide emphasis on
partnership convergence of different organizations stakeholders with a focus on providing a
package of facilities for export of potato
ORIGIN
It is believed that potato was a native of Andes in South America and gradually spread
throughout the world
ImportanceBillion people the world over It is a high quality vegetable cum food crop and used in
preparing more than 100 types of recipes in India The popular Indian recipes like Samosas
and Alu Paranthas are prepared from potato The protein of potato has high biological value
than proteins of cereals and even better than that of milk The biological value of mixture of
egg and potato is higher than the egg alone Hence potato can be supplement of meat and
milk products for improving their taste lowering energy intake and reducing food cost
Nutritional point of view potato is a wholesome food and deserves to be promoted as a
potential high quality vegetable cum food crop in the country
5 Rourkela Institute of Management Studies Rourkela
Nutritive Value
The constituents of potato per 100 gms
SlNo Constituents Weight (grams)
1 Water 7470
2 Carbohydrates (Starch and Sugar) 2260
3 Proteins 160
4 Fibre 040
5 Fat 010
6 Minerals 060
Source Potato in India Central Potato Research Institute (CPRI) Shimla
The Minerals and Vitamins as available in Potato is given below
SlNo Minerals Vitamins Content (mg100 gm of fresh weight)
1 Calcium 77
2 Copper 015
3 Iron 075
4 Magnesium 242
5 Phosphorus 403
6 Potassium 5680
7 Sodium 65
8 Vitamin C 140 ndash 250
9 Thiamin 018
10 Riboflavin 001-007
11 Niacin 04 ndash31
12 Total Folate 50-350
13 Pyridoxine 013-025
Source Potato in India Central Potato Research Institute (CPRI) Shimla
6 Rourkela Institute of Management Studies Rourkela
It is utilized in variety of ways such as preparation of chips wafers flakes granules flour
starch potato-custard powder soup or gravy thickener pan cakes as a process food As being
one of the principal cash crop it gives handsome returns to the growersfarmers due to itrsquos
wide market demand nationally and internationally for different kinds of utilization Further it
has been reported by the International Food Policy Research Institute (IFPRI) and
International Potato Centre (CIP) India is likely to have highest growth rate of potato
production and productivity during 1993 to 2020 During the same period demand for potato
is expected to rise by 40 per cent world wide This indicates that a picture about a clear
opportunity to capture the huge domestic and international market of potato by producing
quality potato and its products
7 Rourkela Institute of Management Studies Rourkela
WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 4: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/4.jpg)
INTRODUTION TO THE POTATO MARKET
Potato (Solanum tuberosum L) popularly known as lsquoThe king of vegetablesrsquo has emerged
as fourth most important food crop in India after rice wheat and maize Indian vegetable
basket is incomplete without Potato Because the dry matter edible energy and edible protein
content of potato makes it nutritionally superior vegetable as well as staple food not only in
our country but also throughout the world Now it becomes as an essential part of breakfast
lunch and dinner worldwide Being a short duration crop it produces more quantity of dry
matter edible energy and edible protein in lesser duration of time than cereals like rice and
wheat Hence potato may prove to be a useful tool to achieve the nutritional security of the
nation It has been observed that during present trend of diversification from cereals to
horticultural crops shifting from wheat barley cultivation to potato cultivation returns more
to the farmers Potato is a major food crop grown more than 100 countries in world The
native South Americans brought Potato under cultivation possibly 2000 years before the
Spanish conquest In 1537 the Spaniards first came into contact with potato in one of the
villages of Andes In Europe it was introduced of between 1580 AD to 1585 AD in Spain
Portugal Italy France Belgium and Germany At present China Russia India Poland and
USA contribute a major share of total world production It was introduced in India by the
Portuguese sailors during early 17th century and itrsquos cultivation was spread to North India by
the British Potato is one of main commercial crop grown in the country It is cultivated in 23
states in India Uttar Pradesh West Bengal Bihar Punjab and Gujarat account a lionrsquos share
in total production Country has achieved a tremendous growth in potato production during
last four to five decades The annual compound growth rate of potato is higher than other
major food crops in respect of area production and productivity In the year 2002-2003 the
production was 25 million tones while it was 5 million tones during 1970 Hence owing its
significant growth in production bumper yields have been observed almost in every year
Due to the bumper crop and lack of post harvest management glut situations raised in the
market for the surplus yield every year which ultimately results in decline the prices
drastically
Varieties like Kufri Chipsona-1 Kufri Chipsona-2 Kufri Jyoti Kufri Luvkar Kufri
4 Rourkela Institute of Management Studies Rourkela
Chandramukhi have been released recently by different research organizations for processing
purposes In India there is a great scope for cultivation of potato suitable for processing
Further there is a rising demand for quality processed potato products from the country
particularly in Middle East The countries like Japan Singapore Korea
Malaysia China also has a great demand for processed potato products as well as fresh potato
for processing purpose Thus the potato processing has opened a new dimension for
development of agro based industries in the country
Indian potato preferred world wise for its taste and meets the international quality standards
in terms of disease freeness shape size skin color flesh and dry matter content The
Government of India has set up four Agri Export Zones (AEZs) in Punjab West Bengal
Uttar Pradesh and Madhya Pradesh for significant development in this direction These AEZs
are making effort in strengthening and creating infrastructure for export of fresh and
processed potato products with the mandate for tackling the export of potato and itrsquos
products The main objectives of the Agri Export Zones set up is to provide emphasis on
partnership convergence of different organizations stakeholders with a focus on providing a
package of facilities for export of potato
ORIGIN
It is believed that potato was a native of Andes in South America and gradually spread
throughout the world
ImportanceBillion people the world over It is a high quality vegetable cum food crop and used in
preparing more than 100 types of recipes in India The popular Indian recipes like Samosas
and Alu Paranthas are prepared from potato The protein of potato has high biological value
than proteins of cereals and even better than that of milk The biological value of mixture of
egg and potato is higher than the egg alone Hence potato can be supplement of meat and
milk products for improving their taste lowering energy intake and reducing food cost
Nutritional point of view potato is a wholesome food and deserves to be promoted as a
potential high quality vegetable cum food crop in the country
5 Rourkela Institute of Management Studies Rourkela
Nutritive Value
The constituents of potato per 100 gms
SlNo Constituents Weight (grams)
1 Water 7470
2 Carbohydrates (Starch and Sugar) 2260
3 Proteins 160
4 Fibre 040
5 Fat 010
6 Minerals 060
Source Potato in India Central Potato Research Institute (CPRI) Shimla
The Minerals and Vitamins as available in Potato is given below
SlNo Minerals Vitamins Content (mg100 gm of fresh weight)
1 Calcium 77
2 Copper 015
3 Iron 075
4 Magnesium 242
5 Phosphorus 403
6 Potassium 5680
7 Sodium 65
8 Vitamin C 140 ndash 250
9 Thiamin 018
10 Riboflavin 001-007
11 Niacin 04 ndash31
12 Total Folate 50-350
13 Pyridoxine 013-025
Source Potato in India Central Potato Research Institute (CPRI) Shimla
6 Rourkela Institute of Management Studies Rourkela
It is utilized in variety of ways such as preparation of chips wafers flakes granules flour
starch potato-custard powder soup or gravy thickener pan cakes as a process food As being
one of the principal cash crop it gives handsome returns to the growersfarmers due to itrsquos
wide market demand nationally and internationally for different kinds of utilization Further it
has been reported by the International Food Policy Research Institute (IFPRI) and
International Potato Centre (CIP) India is likely to have highest growth rate of potato
production and productivity during 1993 to 2020 During the same period demand for potato
is expected to rise by 40 per cent world wide This indicates that a picture about a clear
opportunity to capture the huge domestic and international market of potato by producing
quality potato and its products
7 Rourkela Institute of Management Studies Rourkela
WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 5: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/5.jpg)
Chandramukhi have been released recently by different research organizations for processing
purposes In India there is a great scope for cultivation of potato suitable for processing
Further there is a rising demand for quality processed potato products from the country
particularly in Middle East The countries like Japan Singapore Korea
Malaysia China also has a great demand for processed potato products as well as fresh potato
for processing purpose Thus the potato processing has opened a new dimension for
development of agro based industries in the country
Indian potato preferred world wise for its taste and meets the international quality standards
in terms of disease freeness shape size skin color flesh and dry matter content The
Government of India has set up four Agri Export Zones (AEZs) in Punjab West Bengal
Uttar Pradesh and Madhya Pradesh for significant development in this direction These AEZs
are making effort in strengthening and creating infrastructure for export of fresh and
processed potato products with the mandate for tackling the export of potato and itrsquos
products The main objectives of the Agri Export Zones set up is to provide emphasis on
partnership convergence of different organizations stakeholders with a focus on providing a
package of facilities for export of potato
ORIGIN
It is believed that potato was a native of Andes in South America and gradually spread
throughout the world
ImportanceBillion people the world over It is a high quality vegetable cum food crop and used in
preparing more than 100 types of recipes in India The popular Indian recipes like Samosas
and Alu Paranthas are prepared from potato The protein of potato has high biological value
than proteins of cereals and even better than that of milk The biological value of mixture of
egg and potato is higher than the egg alone Hence potato can be supplement of meat and
milk products for improving their taste lowering energy intake and reducing food cost
Nutritional point of view potato is a wholesome food and deserves to be promoted as a
potential high quality vegetable cum food crop in the country
5 Rourkela Institute of Management Studies Rourkela
Nutritive Value
The constituents of potato per 100 gms
SlNo Constituents Weight (grams)
1 Water 7470
2 Carbohydrates (Starch and Sugar) 2260
3 Proteins 160
4 Fibre 040
5 Fat 010
6 Minerals 060
Source Potato in India Central Potato Research Institute (CPRI) Shimla
The Minerals and Vitamins as available in Potato is given below
SlNo Minerals Vitamins Content (mg100 gm of fresh weight)
1 Calcium 77
2 Copper 015
3 Iron 075
4 Magnesium 242
5 Phosphorus 403
6 Potassium 5680
7 Sodium 65
8 Vitamin C 140 ndash 250
9 Thiamin 018
10 Riboflavin 001-007
11 Niacin 04 ndash31
12 Total Folate 50-350
13 Pyridoxine 013-025
Source Potato in India Central Potato Research Institute (CPRI) Shimla
6 Rourkela Institute of Management Studies Rourkela
It is utilized in variety of ways such as preparation of chips wafers flakes granules flour
starch potato-custard powder soup or gravy thickener pan cakes as a process food As being
one of the principal cash crop it gives handsome returns to the growersfarmers due to itrsquos
wide market demand nationally and internationally for different kinds of utilization Further it
has been reported by the International Food Policy Research Institute (IFPRI) and
International Potato Centre (CIP) India is likely to have highest growth rate of potato
production and productivity during 1993 to 2020 During the same period demand for potato
is expected to rise by 40 per cent world wide This indicates that a picture about a clear
opportunity to capture the huge domestic and international market of potato by producing
quality potato and its products
7 Rourkela Institute of Management Studies Rourkela
WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 6: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/6.jpg)
Nutritive Value
The constituents of potato per 100 gms
SlNo Constituents Weight (grams)
1 Water 7470
2 Carbohydrates (Starch and Sugar) 2260
3 Proteins 160
4 Fibre 040
5 Fat 010
6 Minerals 060
Source Potato in India Central Potato Research Institute (CPRI) Shimla
The Minerals and Vitamins as available in Potato is given below
SlNo Minerals Vitamins Content (mg100 gm of fresh weight)
1 Calcium 77
2 Copper 015
3 Iron 075
4 Magnesium 242
5 Phosphorus 403
6 Potassium 5680
7 Sodium 65
8 Vitamin C 140 ndash 250
9 Thiamin 018
10 Riboflavin 001-007
11 Niacin 04 ndash31
12 Total Folate 50-350
13 Pyridoxine 013-025
Source Potato in India Central Potato Research Institute (CPRI) Shimla
6 Rourkela Institute of Management Studies Rourkela
It is utilized in variety of ways such as preparation of chips wafers flakes granules flour
starch potato-custard powder soup or gravy thickener pan cakes as a process food As being
one of the principal cash crop it gives handsome returns to the growersfarmers due to itrsquos
wide market demand nationally and internationally for different kinds of utilization Further it
has been reported by the International Food Policy Research Institute (IFPRI) and
International Potato Centre (CIP) India is likely to have highest growth rate of potato
production and productivity during 1993 to 2020 During the same period demand for potato
is expected to rise by 40 per cent world wide This indicates that a picture about a clear
opportunity to capture the huge domestic and international market of potato by producing
quality potato and its products
7 Rourkela Institute of Management Studies Rourkela
WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 7: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/7.jpg)
It is utilized in variety of ways such as preparation of chips wafers flakes granules flour
starch potato-custard powder soup or gravy thickener pan cakes as a process food As being
one of the principal cash crop it gives handsome returns to the growersfarmers due to itrsquos
wide market demand nationally and internationally for different kinds of utilization Further it
has been reported by the International Food Policy Research Institute (IFPRI) and
International Potato Centre (CIP) India is likely to have highest growth rate of potato
production and productivity during 1993 to 2020 During the same period demand for potato
is expected to rise by 40 per cent world wide This indicates that a picture about a clear
opportunity to capture the huge domestic and international market of potato by producing
quality potato and its products
7 Rourkela Institute of Management Studies Rourkela
WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
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WORLD SCENARIO
Major producing countries in the world
Potato is grown in more than 100 countries in the world with a production of around 321
thousand tones during the year 2004 China ranks first while Russia and India ranks second
and third respectively China India USA Ukraine Germany and Poland shared more than
62 per cent of total global production as can be seen from
The country wise production during 2002-04 is furnished as under-
PRODUCTION OF MAJOR POTATO PRODUCING
COUNTRIES
(DURING 2002-04)
Production 000rsquo tonnes
1 COUNTRY YEAR PRODUCTION
2 2002 2003 2004
3 China 75268 72067 75048
4 Russia 32871 36746 37000
5 India 24450 25000 25000
6 USA 20857 20767 20149
7 Ukraine 16620 18453 19450
8 Germany 11492 10232 12992
9 Poland 15524 13731 15000
10 Others 131784 121291 117046
11 All World 328866 318287 321685
Source FAOSTAT
8 Rourkela Institute of Management Studies Rourkela
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 9: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/9.jpg)
EXPORT AND IMPORT
Export
Indian potatoes have immense export potential It has a price advantage over European
counterpart because of lower production cost and due to short crop duration and cheap labor
The king of vegetables Indian potato has the quality for its savory taste with exuberant
varieties The country is also blessed with natural abode of some of the best varieties of
potatoes in the world Besides it has the potential to emerge as one of the largest supplier of
seed potato
The Indian table potatoes dominate the export by about 50 per cent of total potato export
followed by frozen potatoes about 28 per cent seed potatoes about 10 per cent chip fried
about 8 per cent and other frozen preparation nearly 3 per cent
Import
India also imports potato from neighboring countries eg Bhutan Myanmar etc to some
extent The details are furnished below
Commodity Year Quantity in Kgs Value in Rs lakh
Potatoes fresh or chilled 2004-2005 4813220 27608774
9 Rourkela Institute of Management Studies Rourkela
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 10: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/10.jpg)
INDIAN SENARIO
Major producing states in India
In India potato is cultivated in almost all states and under very diverse agro climate
conditions About 85 per cent of potatoes are cultivated in Indo-gangetic plains of North
India The states of Uttar Pradesh West Bengal Punjab Bihar and Gujarat accounted for
more than 80 per cent share in total production The state wise production is furnished as
under
Source National Horticulture Board (NHB)
10 Rourkela Institute of Management Studies Rourkela
PRODUCTION OF MAJOR POTATO PRODUCING
STATES
(DURING 2003-04 amp 2004-05)
Production 000rsquo tonne
SlNo STATE YEAR PRODUCTION
2003-04 2004-05
1 Uttar Pradesh 682560 982170
2 West Bengal 759170 710660
3 Bihar 565670 565670
4 Punjab 143970 147020
5 Gujarat 78000 97820
6 Others 563210 415520
7 All India 2792580 2918860
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 11: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/11.jpg)
RESCENT TREND
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum subrogation curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
11 Rourkela Institute of Management Studies Rourkela
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 12: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/12.jpg)
SOME PROBLEMS ABOUT POTATO INDUSTRY
Types of Qualitative
Losses
Reasons Remedies
Physiological
losses
[Caused by the effect
of environmental
conditions]
i) Due to exposure to
extreme temperatures (high
and low temperatures) both
before and during storage
ii) Overheating of tubers
due to direct expose to
sunlight or during high
temperature and non
refrigerated storage
iii) Rough handling of tubers
during harvesting
1 Do not expose tubers to
direct sunlight or high
temperatures or freezing
temperatures
2 Do not harvest the crop
before maturity
3 Store potatoes at 2-40C in
cold storage
4 In case of processing and
ware potatoes store at
10-120C by using sprout
inhibitors
Pathological losses
[Caused by the
attack of pathogens
eg fungi bacteria
insects etc]
i) Rotate and decay
accounts for major losses
caused due to attack of
Pests and diseases It
depend primarily on the
condition of tubers stored
and is linked with pre
harvest factors and aggravated
by storage conditions Such
type of
losses are low in hills and
negligible or small in cold
Storage
1 Careful attention to pre
harvest management like
harvesting grading etc is
essential
2 Sorting and removal of rotted
and damaged tubers before and
after storage
Source Post Harvest Manual For Exports Of Potatoes Agricultural and Processed Food
Export Development Authority
(APEDA) New Delhi
12 Rourkela Institute of Management Studies Rourkela
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 13: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/13.jpg)
Quality Control
Innovative Quality Control Measures Masser Potato Farms integrates innovative quality
control technology into virtually every aspect of our production process Center Pivot
Irrigation systems conserve water and effectively irrigate potatoes and corn Potatoes are
washed cooled and dried before packaging (versus washing packaging and then cooling) to
improve shelf life Potatoes are farmed on a three-year rotation of potatoes cover-crop rye
no-till corn no-till wheat and cover crop sorghum sudan grass to reduce soil erosion and
disease Potatoes are grown several miles from land that is out of rotation to help control
disease A computer-controlled potato planter is used to accurately control seed potato
placement Three computer-controlled ground sprayers are used for the placement of soil
insecticide to control costs and pressure to the environment Air separation is used by our
potato harvesters to provide more bruise-free potatoes A preventative equipment
maintenance program prevents downtime during peak usage DTN produce satellite
marketing provides instant market and weather information
Fuel mileage and driving techniques are carefully monitored to ensure on-time delivery
Potatoes are graded three times prior to packaging
INDUSTRIAL SCENARIO IN DIFFERENT ZONES
Area Name of
Variety
Yield (metric
tonne hectare)
Dry
matter
Consumer and
Processing
Quality
I) Zone ndash North Western Hills
Hills of
Himachal
Pradesh and
southern Jammu
amp
Kashmir
Kufri Jyoti 20 Medium Easy to cook texture is
waxy
mild flavour occasional
discolouration after
cooking
Suitable for instant
13 Rourkela Institute of Management Studies Rourkela
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 14: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/14.jpg)
flakes and
chips
II) Zone ndash Hills of Uttaranchal
Nainital Almora
Dehradoon
Uttarkashi
Garhwal
and Chamoti
districts
Kufri jyoti 20 medium Easy to cook
texture is waxy
mild flavour
occasional
discolouration
after cooking
Suitable for
instant flakes
and
chips
III) Zone - North Eastern Hills
Hills of
Meghalaya
Manipur
Tripura
Nagaland
Arunachal
Pradesh
and Mizoram
Kufri Jyoti
Kufri Giriraj
10
20
Medium
Medium
Easy to cook
waxy texture
mild flavor free
from
discoloration
after cooking
Not suitable for
processing
IV) Zone - Southern Hills
Nilgiri and
Palani
Hills of Tamil
Nadu
Kufri Jyoti
Kufri Swarna
20-21
25
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
14 Rourkela Institute of Management Studies Rourkela
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 15: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/15.jpg)
Not suitable for
processing
V ) Zone ndash North Central Plains
Madhya Pradesh
(Indore Gwalior
Sarguja Ujjain
ChindwaraSidhi
Tikamgarh
ShajapurDewas
districts)
Western UP
and
Gujarat
Kufri Badsah
Kufri Jyoti
Kufri Lavkar
Kufri Bahar
Kufri
Chandramukhi
Kufri Chipsona
40-50
20-21
30
45
25
25
Medium
Medium
Medium
Medium
Medium
Easy to cook
texture is waxy
mild flavor
occasional
discoloration
after cooking
Suitable for
instant flakes
and
chips
Easy to cook
texture is waxy
mild flavor free
from
discoloration
after cooking
Suitable for
instant flakes
and
Chips
VI) Zone ndash Plateau Region
Maharashtra
Karnataka and
parts of MP
and
Orissa
Kufri Jyoti
Kufri Lavkar
Kufri
Chandramukhi
25
30
25
Medium
Medium
Medium
Easy to cook
floury texture
mild flavor free
from
discoloration
after cooking
Due to high dry
15 Rourkela Institute of Management Studies Rourkela
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 16: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/16.jpg)
matter
content the
variety is
suitable for
processing
VII) Zone ndash North Eastern Plains
Bihar amp
Jharkhand
(Samastipur
MadhubaniSiwan
Champaran
Hazaribagh
PurneaNalanda
Ranchi districts)
Kufri Jyoti
Kufri Lalima
Kufri Sindhuri
20- 21
40
40
Medium
Medium
Medium
Cooks on
prolong boiling
floury texture
mild flavour
free from
discoloration
after
boiling
16 Rourkela Institute of Management Studies Rourkela
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 17: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/17.jpg)
INDUSTRY SCENARIO IN KANPUR AND NEAR AREAS
India basically imports starch from other countries Starch is used in noodles and other value
added food items Since 2004-05 the starch import has come down because some Indian
industries have also started manufacturing potato starch The government is also planning to
set up a potato starch unit in Faizabad (UP)
Over the years price has remain at the top during October -November This is because of lean
season with limited availability of supplies from cold storages during these months The only
source is produce from Karnataka which is not able to meet the high demand Most of the
harvest starts November onwards As more and more produce start arriving in the market
prices start coming down This is evident from December to April when price has remained
lower By April harvesting stops and Potato from cold storage is utilized and by October cold
storage is almost empty This trend is almost similar in all the major potato markets in India
17 Rourkela Institute of Management Studies Rourkela
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 18: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/18.jpg)
Market Influencing Factors
Change in acreage depending on yield and price realization
Weather condition during tuber formation
Demand of potato from food processing industries
Comparative price with other vegetables in the domestic market
Transportation charges have also great impact on prices
Hoarding of potatoes by growers and traders before selling in expectation of better prices
Generally production of potatoes is about 25 million tones which is the normal requirement
also for the consumption including requirement for seed bulbs processing industries export
waste and storage losses etc Present estimated production is about 2451 million tones which
is little less to meet the demand which could be compensated by the restrictions on export
and also by increasing area under kharif potato production
Presently In Agra region almost 45-50 of the stocks are already used and only 30 is there
for seed purpose Altogether taking into account Agra and near by area stocks remained for
coming months for consumption purpose is only 30-35
ABOUT THE POTATO STORAGE SYSTEM
Dynamics of Potato Storage-
Storage Structures
i) Traditional Storage
a) In situ storage
In this system farmers do not harvest the tubers and allow it to remain in soil This method is
used for short term storage of 2-3 months only in upland and lowland areas of North eastern
states
18 Rourkela Institute of Management Studies Rourkela
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 19: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/19.jpg)
b) Heap storage
In this method potatoes are heaped under the shade of trees where 6-30 tonnes of potatoes
can be stored The heaps are covered with a layer of available straw material
(About 30cm thick) This is a popular storage method practiced in UP Maharashtra and
Karnataka
c) Pit storage
This is a traditional method of storage In this storage system two types of pits are prepared
ie katchha and pucca pits Katchha pit is rectangular in shape measures 45 mt (length) x 36
mt (width) x 14 mt(depth) whereas pucca pit is normally circular in shape with a diameter
of about 42 mt All the pits are covered with 03 mt thick available straw material (wheat
paddy) It is a popular storage method in Madhya Pradesh
d) Wooden storage structure
In this system small wooden rooms like stores about 10 ft heights are built in the field or
near residential area The walls of the store are built by horizontally fixed overlapping
wooden planks which help in preventing seepage in store and running off the rain water The
roof of the store is covered with tin sheet and a gap is left between roof and wall for aeration
purpose
e) Storage in rooms
In this method farmers used to store potatoes in small rooms built of brick stones cement
at the ground floor of their residence The potatoes are stored in this storage either in heaps
gunny bags or in bamboo baskets
f) Storage in basket
In North Eastern states potatoes are stored in bamboo baskets known as ldquopolordquo which
provides better aeration to the tubers The baskets are made of different sizes The smallest
19 Rourkela Institute of Management Studies Rourkela
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 20: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/20.jpg)
size holds 10 -12 kgs and the largest size one quintal potatoes Smaller baskets are suitable
for use as they are convenient to carry to the fields
g) Storage in layers
The method is not very common but popular where platforms of bamboo or wooden planks
are constructed by the support of the store wall on one side and bamboo on the other side It
provides better space utilization and helps to minimize rotting of potato
ii) Improved Storage
a) Storage at low temperature
The low temperature (at 2-4oC and 8-10oC) is the most common method for potato storage
The following recommendations are adopted in this type of storage
Store seed potatoes at 2-4oC as no sprouting takes place at this temperature and metabolic
process goes down Besides low temperature sweetening is of little importance in case of
seed potatoes Store potatoes for export and processing purposes at 8-10oC will not only save
a lot of energy but also make the potatoes more suitable for consumption processing and
export
b) Storage at 10-12oC
This storage method is suitable for potatoes for processing and export
Storage Facilities
a) Farmerrsquos storage
Farmers generally use indigenous in-situ storage system of without harvesting the tubers and
to allow them remaining in the soil and also the ex-situ system where the farmers used to
store potatoes in pits baskets wooden structures or in heaps or layers in room
b) Private Co-operative Public Storage
In Private Co-operative Public Storage sectors potatoes are stored in cold storages at low
temperature situated throughout the country The state-wise distributions of Potato cold
storage in above sectors are furnished on the next page-
20 Rourkela Institute of Management Studies Rourkela
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 21: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/21.jpg)
INDIAN GOVERNMENT POLICES RELATING TO THE FARMING
The mere mention of the name of Dan Glickman is sure to raise eyebrows And rightly so
After all how can one expect an average Indian citizen and more so a farmer to know about
the Agriculture Secretary of the United States But sitting far away in the sprawling office of
the US Department of Agriculture in Washington DC Dan Glickman must be relaxed and
satisfied after reading the draft of the National Agriculture Policy of India
The National Agriculture Policy tabled in the monsoon session of Parliament by the Indian
Agriculture Minister Nitish Kumar is certainly a dream come true for the American
Agriculture Secretary For over a decade now the American government either through its
deft manipulation of the World Trade Organization (WTO) or simply through its arm-
twisting diplomacy had wanted the worlds second biggest agriculture economy to forgo its
unwritten but inherently applicable policy of self-reliance in agriculture It had all along
wanted the Indian government to shift the emphasis from food self-sufficiency to food
dependency from sustainable agriculture to corporate agriculture from the famine-avoidance
strategy so assiduously built over the ages to head towards a market-oriented agriculture
thereby acerbating the process of marginalisation of the farming community
For Dan Glickman a steady and fast-track opening of the Indian market for its agricultural
commodities and products was absolutely essential With the phasing out of the quantitative
restrictions and trade barriers in agriculture which restricted the flow of cheap and subsidized
food grains set to be completed by April 2001 all eyes were fixed on bringing in certain
structural changes in Indian farming that protected the economic interest of the American
farmers What happens in the process to the very survival of the 550 million Indian farmers
80 per cent falling in the category of small and marginal is certainly of no interest to the
American government and for some strange reasons to the successive Indian governments as
well
21 Rourkela Institute of Management Studies Rourkela
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 22: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/22.jpg)
The National Agriculture Policy the first after Independence comes at a time when there
exist clear and disturbing signs of a declining trend in food grain productivity fast emerging
barriers to sustainability of agriculture depleting underground water resources and the ever-
growing indebtedness in farming In the recent past hundreds of farmers have committed
suicide in various parts of the country including the frontline agricultural states of Punjab
and Haryana
The alarm bells have been ringing for quite some time For nearly a decade agricultural
production had stagnated The spectacular yield growth recorded in the post-Green
Revolution years in Punjab and Haryana have receded into history Among the multiplicity of
problems confronting agriculture rapid fragmentation of land holdings is keeping pace with
increasing population In 1976-77 the average size of the holdings was estimated at two
hectares and in 1980-81 it came down to 18 hectares Today it stands at a mere 02
hectares The total number of land holdings in 1981 was around 89 million today these have
crossed 100 million
Basking in the afterglow of the Green Revolution farming and agriculture have ceased to
attract serious attention In 1995-96 food grain production slumped to minus 360 per cent in
1997-98 to minus 370 per cent the worst-ever since the heady days of Green Revolution
The downward spiral in food production continues through the southern regions of the
country Tamil nadu another Green Revolution area is under tremendous strain from
intensive cultivation In Karnataka the negative trend in yield levels of all food crops barring
cotton and sugarcane are all too apparent Farming in Karnataka can be clearly separated in
two distinct classes the creamy layer of corporate agriculture occupying the fertile and
irrigated areas and the remaining low productive tracts at the mercy of rains constituting the
tiny and small land holdings
For millions of farmers languishing in the dry lands constituting more than 70 per cent of the
cultivable lands it continues to be a futile struggle Despite emphasis on dry land farming
during the past several decades the scenario still remains grim The undulating topography
and the irregular rainfall pattern have combined to aggravate the situation That the dry lands
produce about 42 per cent of the countrys food shows that the future of farming lies in these
22 Rourkela Institute of Management Studies Rourkela
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 23: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/23.jpg)
areas Nearly 83 per cent of sorghum 81 per cent of pulses and 90 per cent of oilseeds grown
in the country come from these areas With every passing year the gap between the farmers
yields in irrigated areas and in the dry farming region is widening One year of drought is
enough to push a farmer into a deep well of poverty for another 2 to 3 years Fifty years after
Independence life for millions of people somehow surviving in the dry lands continues to be
worse than before
As if this is not enough the number of landless in the rural areas too is multiplying over the
past few decades at an estimated rate of 2 million a year The negative terms of trade for
agriculture and the declining public sector investments in farming are indices of the
sluggishness in this sector Still worse the compound growth rate in food grain production at
17 per cent between 1991 and 1996 is lower than the annual population growth of 19 per
cent thereby indicating that the country has once again slipped into the Malthusian trap of
hunger and famine
At a time when food production struggles to barely keep pace with the burgeoning population
growth farmers are being asked to diversify produce crops that are suitable for export and to
compete in the international market With promise of cheap food available off the shelf in the
global market the focus has shifted from agriculture to industry trade and commerce from
the small and marginal farmers to the agri-processing companies which alone can bring in
investments and add value to produce
We have been told time and again by the Confederation of the Indian Industry (CII) and the
Federation of Indian Chambers of Commerce and Industry (FICCI) the principal authors of
the new agriculture policy that the agri-business industry aims to reduce the huge losses in
fruits and vegetable crops Studies (sponsored by the FICCI and CII) have shown that nearly
40 per cent of our fruits and vegetable production is lost in post-harvest handling Obviously
you will think that the industry is planning to come to the rescue of Indian farmers But in
reality it is keen to seek all kinds of financial and infrastructure support from the government
and that too in the interest of the American farmers To give you an example it is a known
fact more than 30 per cent of Indias orange crop rots for want of a suitable market In India
three private companies have recently entered the Rs 1000-million orange juice market
23 Rourkela Institute of Management Studies Rourkela
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 24: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/24.jpg)
supplying fresh orange juice in tatra-packs Ironically these units do not use the Indian
oranges The juice concentrate is imported from California in America
And still cultivation of staple food is being replaced by cash crops tomatoes in place of
wheat durum wheat (for bakery purposes) replaces wheat as a staple diet in Punjab and
Haryana flowers in place of rice and so on In the coastal areas private enterprise is taking
away the fish catch depriving the local communities of a livelihood and the only nutrition
source In Kerala vast tracts of forests and paddy fields have been converted into rubber
coffee and coconut plantations The structural transformation is not only peculiar to Kerala It
is happening in almost all the states Commercial crops are eating into the fertile land tracts
meant for growing essential food grains The diversion of good agricultural land which in
any case is limited to commercial farming and even industries is further restricting the
ability to grow enough food grains As if this is not enough contract farming will now be
encouraged thereby facilitating the process of industrial exploitation of agriculture
Export Procedure
The exporter may follow the following points during the export of seeds of potato
1048617 Export procedure has been simplified under Open General License (OGL) and there is no
license or restrictions are imposed Generally the buyers have to mention the quality in the
contract Accordingly the exporter has to approach the recognized laboratories with samples
to carry out the formalities of sample analysis for export
1048617 Product is then to be shifted to ports
1048617 Marine insurance cover is to be obtained from any insurance agency
1048617 Contact clearing and forwarding (CampF) agent for sorting of goods in godowns
They collect the shipping bill for allowing shipment by custom authority
1048617 Shipping bill is to be submitted by CampF agent to custom houses for verification
1048617 Verified shipping bill is given to Shed Superintendent by CampF agent and carting order is to
be obtained
1048617 The CampF agent presents shipping bill to the Preventive Officer for loading in to the ship
1048617 After loading a mate receipt is to be issued by the Captain of the ship to the
24 Rourkela Institute of Management Studies Rourkela
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 25: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/25.jpg)
Superintendent of the port who calculates the port charges and collects the same from CampF
agent
1048617 After that payment is made the mate receipt is obtained from the port authority to prepare
bill of loading for the respective exporter
1048617 Then the CampF agent sends the bill of loading to the respective exporter
1048617 After receiving the documents the exporter obtains a certificate of origin from chamber of
commerce i e the goods are of Indian origin
1048617 Exporter informs the importer regarding the date of shipment name of vessel bill of
loading customerrsquos invoice packing list etc
1048617 The exporter for verification of documents submits all papers to the concerned bank
1048617 Bank sends documents to the foreign importer to enable him to take delivery of goods
1048617 After receiving papers importer makes payment through bank and also sends documents
called GR Form to RBI
1048617 Then exporter applies for various benefits from duty drawback schemes
Agri Export Zones
The policy for setting up of Agri Export Zones was announced by the Ministry of Commerce
Govt of India on the 31st March 2001 with the primary objective of boosting agri exports
from the country The Agricultural and Processed Food Export Development Authority
(APEDA) under Ministry of Commerce Govt of India was appointed as the nodal agency to
promote the setting up of such zones The zones are a block group of blocks or a district
group of districts Agri export zones are specific geographical areas that have their own
competitive advantages in production processing or marketing of a specific agricultural
produce including potato In an AEZ (Agri Export Zone) there is no physical demarcation of
boundaries and it provides a focused approach on agricultural export completely It is
25 Rourkela Institute of Management Studies Rourkela
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 26: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/26.jpg)
primarily based on the principles of convergence partnership and focus The following
agri-export zones (AEZ) have been identified for potato
Source wwwCommodityindiacom
Benefits
1048617 strengthening of backward linkages with a market oriented approach
1048617 Product acceptability and its competitiveness abroad as well as in the domestic markets
Value addition to basic agricultural produce
Reduction of the cost of production through economy of scale
Better price for agricultural produce
Improvement of product quality and its packaging
Promotion of trade related research and development
Increase of employment opportunities
ENVIRONMENTAL STUDY
Potatoes and the environment
The worldrsquos population is growing by one billion people each decade Nearly all of this
increase will take place in the developing world where the number of people living in
absolute poverty is also rising rapidly
As land and water resources dwindle agriculture threatens the environment with the risk of
deforestation soil erosion and water pollution Initially agricultural research was concerned
only with raising productivity Today however the priority is sustainable management of
natural resources
As populations rise and climates change the worldrsquos need for water will become a priority
concern Scientists are trying to develop crops that require less water and in many ways the
potato is ideal producing more food per unit of water than any other major crop Modern
varieties need frequent shallow irrigation However scientists are developing plants with
drought-resistant properties longer root systems that need less water and will also help to
bind soil
26 Rourkela Institute of Management Studies Rourkela
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 27: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/27.jpg)
Many diseases afflict potato caused by fungus viruses bacteria and insects New strains of
diseases such as late blight the most devastating potato disease worldwide are developing all
the time The traditional response is to use chemical pesticides The use of large quantities of
such damaging chemicals is a major concern among scientists environmentalists and even
consumers In the Andes in particular health problems from the misuse of pesticides is a
serious threat to farm workers and their families The dense highland soils can also absorb
great quantities of insecticides which penetrate subsequent crops and run off to contaminate
water supplies
Efforts to meet this challenge include developing late blight resistant varieties as well as
systems of integrated disease management In addition to protecting the health of producers
consumers and the environment integrated pest and disease management practices aim to
increase farmerrsquos income and foster economic growth and food security by reducing pest and
disease losses These practices work to maintain pest populations at acceptable levels using
combinations of control techniques and practices The idea is to manipulate pest populations
before they can cause any significant economic losses
Overall developing disease-free seed potatoes pest- and virus-resistant potato varieties and
integrated pest management programs will have valuable benefits for the environment by
drastically reducing the need for chemicals
27 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 28: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/28.jpg)
CHAPTER ndash 2
About the Company
28 Rourkela Institute of Management Studies Rourkela
COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
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COMPANY PROFILE
SMJ Agro Products-
SMJ Agro Products was formed in 1996 with the purpose of providing Cold Storage facility
for the potato farmers of the region The company is also engaged in Potato farming on itrsquos
own and contract farming of potatoes The company has a cold storage at kannauj (Uttar
Pradesh) with a storage capacity of 20000 metric tones
Modus Operandi- Post Harvest the farmers bring their potato produce to the cold storage for
storing intending to sell it at higher rates in the off season
Farmers are given loans against the potato they store in the cold storage
During off season as the prices go north the farmers pay the loan with interest and also the
storage costs per packet (50 kgs) and get their produce unloaded for selling it off in the
nearby Markets (mandis)
The company is also engaged in trading Potato whereby the farmers sell off their produce to
the cold storage and the company sells the potatoes in whole sale markets of UP and Bihar
(through commission agents)
The earnings of the company are dependent on the prices of potato in the market and there is
a substantial risk involved which results in high variability in the earnings
DEVELOPMENT CSR
It has been noticed that over the years production of potato has increased manifold which led
to glut situation in the market The practice of storage helps to stabilize the prices in the
market Storing potatoes for longer period in normal temperature is not possible as it is a
living material and through respiration the changes occurs due to heat resulting in loss of
dry matter and ultimate deterioration of quality of tubers At optimum condition the quality
29 Rourkela Institute of Management Studies Rourkela
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 30: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/30.jpg)
of potatoes remains good in storage for 3-5 weeks The best temperature and humidity
condition for storage of potatoes are as follows
Sprouting in stored potato is always a serious problem To avoid sprout inhibition
suppressant like Isopropyl N-Chlorophenyl Carbamate (CPIC) TNCB MH are used
The irradiation process has also been found effective for sprout inhibition The condition and
health of the tuber while in storage is important coupled with good management during
storage also plays an important role
Benefits
i) Minimum losses occurred due to tuber rotting disease
ii) Preserve appearance by inhibiting development of surface blemishes
iii) Minimize moisture loss and softening
iv) Minimize losses during sprouting
v) Prevent damages
vi) Color Loss
Pledge Finance System
The Indian farming community mostly consists of small and marginal farmers
They do not have the economic strength to retain the surplus produce till favorable market
price and often compelled to sell their produce immediately after harvest when the prices are
low The solution to this problem lies in providing safe and scientific storage of their produce
and availing easy marketing credit against the stored produce
Hence the systems of pledge finance have emerged as a unique avenue of finance to farmer
30 Rourkela Institute of Management Studies Rourkela
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 31: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/31.jpg)
Facilities of Loan
Loan system Eligibility Rate of interest Types of participating
banks
As per
guidelines of
Reserve Bank
of
India
loanadvances
can be given
against
hypothecation
pledge of
agricultural
produce
including
Potato
Persons can
avail this facility
of pledge loan
by storing their
produce in cold
storage
It is determined
by respective
Bank
Commercial Banks
Cooperative Banks
Regional Rural
Banks
MARKETING INFORMATION AND EXTENSION
1048712 Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form In a marketing system market
information is an important function which facilitates the marketing decisions and regulates
the competitive market processes and mechanisms It is helpful to the farmers for planning
31 Rourkela Institute of Management Studies Rourkela
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 32: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/32.jpg)
production and marketing of their commodities It is also the key to achieve operational and
pricing efficiency in a marketing system In the present context of global agricultural
scenario the small and marginal potato farmers should change the habit of traditional farming
to modern market export oriented farming by improving the quality and productivity of the
produce Farmers traders processors should reorient their potato enterprises by using
facilities of market information and information technology (IT) for the following
Purposes
planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UP Govt
organizations have some activities for the benefit of the producers traders Processor
exporters and consumers which are of conventional nature Hence to improve this entire
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
1048712 Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
32 Rourkela Institute of Management Studies Rourkela
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 33: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/33.jpg)
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future trading
Government and Semi Govt Organizations Providing the Services on Marketing Information
and Extension
SlNo Organization amp itrsquos
website
Services provided
1 Directorate of Marketing
amp Inspection (DMI)
CGO Complex
Faridabad
website
wwwagmarknetnicin
It is at present implementing a plan scheme ie
lsquoMarket Research and Information Networkrsquo(MRIN)
through NIC for establishing a network for speedy
collection and dissemination of market information for
itrsquos effective utilization
Under the scheme important agricultural markets
state agricultural marketing boardsdepartments are
being linked through computerized internet services
Under this scheme DMI has also created a website
namely AGMARKNET
By this website the user or beneficiary may collect
the detailed information on various aspects of
agricultural commodities including potato
Publishes journal bulletin on Agricultural Marketing
Marketing extension
2 Directorate of Economics
and Statistics Ministry
of
Compilation of statistical data on agricultural
commodities for planning and development
33 Rourkela Institute of Management Studies Rourkela
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 34: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/34.jpg)
Agriculture Shastri
Bhawan New Delhi
Website
wwwagricoopnicin
Dissemination of datainformation on agriculture
through publication and internet
3 National Horticulture
Board
Plot No-85 Sector18
Institutional Area
Gurgaon-122015
Collection compilation and dissemination of market
intelligence market related information data on
horticultural commodities including potato
4 Central Potato Research
Institute (CPRI) Shimla
(Himachal Pradesh)
Website wwwcpri
ernetin
Acting as a centre for training methodologies and
technology for upgrading scientific manpower in
modern technologies for post harvest technologies of
potato
To provide consultancy in post harvest technologies
of potato
5 Agricultural Produce
Market Committees
(APMCs)
Providing market information on arrivals prevailing
prices at different markets through display boards
public address system etc
Providing information of other markets
Organizing training programmers tours exhibitions
for farmers and other beneficiaries
6 State Agricultural
Marketing
DepartmentsDirectorates
Provide agricultural marketing related information
Arranging publicity programmed through
demonstration farmersrsquo meetings etc
Dissemination of information through literature Radio
and TV Programs
7 State Agricultural
Marketing Boards
Providing market related information by co-
coordinating all market committees in the state
Arranging training facilities to farmers and other
beneficiaries
Organizing seminars workshops and exhibitions on
agricultural marketing
8 Akashvani Kendras of Broadcast programs to disseminate the marketing
34 Rourkela Institute of Management Studies Rourkela
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 35: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/35.jpg)
New Delhi State
capitals
other cities
information on agriculture
9 Doordarshan Kendras of
New Delhi State
capitals other cities
Telecast programs to disseminate marketing
information on agriculture
Kisan call centre
The Deptt of Agriculture and Co-operation (DAC) Ministry of Agriculture Govtof
India launched Kisan Call Centers on January 21st2004 throughout the country It has the
objective of affording instant solution to the problems faced by the farmers during crop
cultivation under diverse challenging situations and facilitating their full comprehension by
the use of local language The call centers are acting as composite help centers which consist
of a complex telecommunication infrastructure computer support and human resources
organized to manage effectively and efficiently the queries raised by farmers instantly in
local languages The subject matter specialists using telephone amp computer are used to
interact with farmers to understand their problems and answer their queries as soon as
possible This is a new dimension in agriculture extension management which makes the full
use of on-going information and communication revolution by connecting the farming
community in the remotest areas of the country with the experts of agricultural field By
tackling the difficulties of the farmers a close linkage is established among the key
stakeholders in extension system ndash agricultural scientist extension functionaries farmers and
marketing agencies
Potato farmers are availing this facility through a Nationwide toll free number - 1551
35 Rourkela Institute of Management Studies Rourkela
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 36: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/36.jpg)
ABOUT COMPETATORS
In that particular area 72 cold storages are situated and they are close competitors of each
other but broadly we can find the huge number of competitors at national level as follows-
36 Rourkela Institute of Management Studies Rourkela
MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
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MAJOR MARKETS
Assembling
Assembling is the first step in marketing of farm produce It involves collection of small
surpluses from number of small farms scattered over large areas and bulking the same for
subsequent distribution in volume
The agencies engaged in the assembling of potato are as below
a) Producers
b) Village Merchants
c) Itinerant Merchants
d) Wholesale Merchants
e) Commission Agent
f) Producers Co-operative Societies
Major- Assembling Markets
The major assembling markets are located in Uttar Pradesh Punjab West Bengal in which
the assembling of potato is done along with other commodities Some major assembling
markets in major producing states in the country are listed below
37 Rourkela Institute of Management Studies Rourkela
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 38: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/38.jpg)
38 Rourkela Institute of Management Studies Rourkela
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 39: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/39.jpg)
Marketing Channels
I) Private
The different private agencies such as Producers Commission agent
Wholesaler Retailer and consumers are involved in the route of marketing channels of
potato These are
1) Producer Cold storage Commission agent Wholesaler Retailer
Consumer
2) Producer Commission agent Wholesaler Retailer Consumer
3) Producer Wholesaler Retailer Consumer
Institutional
Due to price fluctuations and glut situation in the market some institutions like
National Agricultural Co-operative marketing Federation (NAFED) different state govt
agencies co-operative societies are intervening in the domestic market and Agricultural and
Processed Food Export Development Authority (APEDA) for export purpose to stabilize the
prices
PRODUCER
COLD STORAGE
COMMISSION
AGENT
WHOLESALER
RETAILER
CONSUMER
The institutions involve in the marketing channels of potato as follows
1) Producer State Marketing Agencies Retailer Consumer
2) Producer Co-operative Societies Retailer Consumer
3) Producer NAFED Retailer Consumer
39 Rourkela Institute of Management Studies Rourkela
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 40: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/40.jpg)
4) Producer Marketing Federation (MARKFED) Retailer Consumer
Export
SWOT ANALYSIS OF COMPAY
STRENGHT
Thirteen year old company
Government gives high amount of subsidies
Company has strong faith and relation with farmers
Company plan to go backward integration system
Company plan keep surplus for acquiring land for potato cultivation
WEAKNESS
Situated In rural area difficult to reach market or mandi
Cut throat competition (72 cold storages are present in small area)
Direct government control
Company must word under the union of cold storages
Unsystematic systematic way of working of company
OPPORTUNITIES
Company enjoys lots of benefits and it must continue in future
Company gets lots of subsidies from government
Less transportation charges
Future price may increase
company gets human labor at less price with comparison of urban sectors
THREATS
Regularly change in government policies
Irregular supply of electricity
Income tax raid and government departments enter fearing regularly
Fluctuating nature of farmers
Unstable price of potato in market
Workers are not so efficient
40 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 41: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/41.jpg)
CHAPTER ndash 3
Product and Technology
41 Rourkela Institute of Management Studies Rourkela
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 42: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/42.jpg)
PRODUCT PHILOSOPHY
Potato is the worlds fourth important food crop after wheat rice and maize because of its
great yield potential and high nutritive value It constitutes nearly half of the worlds annual
output of all root and tuber crops With an annual global production of about 300 million
tones potato is an economically important staple crop in both developed and developing
countries
Season
In India more than 80 of the potato crop is raised in the winter season (Rabi) under assured
irrigation during short winter days from October to March About 8 area lies in the hills
during long summer days from April to October Rainy season (Kharif) potato production is
taken in Karnataka Maharashtra HP JampK and Uttranchal In major parts of China (which is
one of the leading producers) potato is harvested in the month of October to December and in
few regions it is harvested in month of May ndashJuly
Summer crop- March- April---------------------August-September
Autumn crop- August-September---------------December- January
Spring crop- January - February-------------- May-June
PRODUCT PROFILE AND PRODUCT VARIANCE
Potato is grown almost in all states of India Major potato growing states are Himachal
Pradesh
PunjabUttarPradesh Madhya Pradesh Gujarat Maharashtra Karnataka West Bengal
Bihar and Assam UP West Bengal Bihar and Punjab together account for about 86 of
Indiarsquos production However potato consumption per capita in India (148 kgheadyear) is
one of the lowest in the world and hardly 1 of the potato is processed 90 of the potato
crop in India is cultivated on Indo-Genetic plain from October until February-March
Grade Specifications
42 Rourkela Institute of Management Studies Rourkela
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 43: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/43.jpg)
I) AGMARK SPECIFICATIONS
Under the Agricultural Produce (Grading and Marking) Act1937 the Table Potato Grading
and Marking rules 1950 was formulated and notified by the Govt of India The quality
factors like size of tubers conformity to the variety tolerance limits for under sized and over
sized tubers percentage of diseased and damaged tubers and dust and extraneous matters
etc are taken into consideration The Agmark grade standards of Potato are furnished below
Grade Designations and Definition of Quality of Table Potatoes
The word ldquoOval or Longrdquo shall be marked following the grade name on the AGMARK
label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 41 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
Potatoes of round varieties shall be packed separately the word ldquoOval or Longrdquo shall be
marked following the grade name on the AGMARK label by means of a rubber stamp
When the potatoes have been passed over a riddle of greater mesh than 45 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 83 mm in their smallest
diameter shall be excluded from grading
43 Rourkela Institute of Management Studies Rourkela
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 44: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/44.jpg)
1 Any disease or defect the presence of which may be established by cutting open the potato
shall be taken into account and potatoes having cuts worm and slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 110 of the surface is so affected
3 A potato shall only regarded as being obviously affected with the soft rot if at the time of
inspection it is squashy
or the surface is at some part distinctly broken or wet owing to disease
Grade Specifications for Export
The word Oval Long or Round or Mixedrdquo shall be marked following the trade description
on the AGMARK label by means of rubber stamp
Column 4 relating to conformation to variety will not apply to mixed lots
In case when the potatoes have been passed over a riddle of greater mesh than 46 mm the
minimum size may at the sellerrsquos discretion be appended to the grade name eg ldquoExtra
Specialrdquo (51 mm 57 mm 64 mm etc) but potatoes which exceed 89 mm in their smallest
diameter shall be excluded from grading
1 Any disease or defect the presence of which maybe established by cutting open the potato
shall be taken into account and potatoes having cuts worm or slug holes penetrating into the
flesh shall be regarded as damaged
2 Potatoes affected by greenness superficial disease or damage shall not be regarded as
diseased or damaged unless more than 15 of the surface is so affected
3 A potato shall only be regarded as being obviously affected with the soft rot if at the time
of inspection it is squashy or the surface is at some part distinctly broken or wet owing to
disease
44 Rourkela Institute of Management Studies Rourkela
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 45: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/45.jpg)
Uses of Potato
Potato flour
Potato chips
French Fries
Frozen potato
Potato starch
Tapioca of potato
In India processed potatoes currently constitute less than 05 of annual production While
the consumption of processed potato products is anticipated to increase at present the
processing sector is largely comprised of various kinds of dehydrated potato products starch
Etc
45 Rourkela Institute of Management Studies Rourkela
Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
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Major Storage Pests and Diseases and its Control Measures
Name of
Disease
Causal
organisms
Nature of damage Remedial measures
Tuber moth Phthorimaea
spp
The larvae enter the
tuber through eyes
and
bore tunnels The
larval
damage results in
direct
weight loss and itrsquos
infection greatly
reduced
the market value of
tubers
i) Keep the tubers
covered
with earth in the
field
ii) Fumigate the
godown
with Methyl Bromide
at 48
Kg100 cubic meter
for 3
hrs
Charcol rot
Disease
Macrophomina
phaseol
Formed darkened
patches on tubers
which
later become water
soaked and black
Require early
harvesting
seed treatment with
fungicides like
Aretan or
Agallol
Late Blight Phytopthera
infestans
Brown
colouration of
infected tubers
wet rot in storage
causes huge
loss
Seed treatment with
fungicides and proper
pre
harvest cares should
be
taken
Wart Synchytrium
endobioticum
Tubers become
undersized
Apply heat treatment
for
tubers
Soft rot Erwina spp Wash tubers with
chlorinated water
before storage
46 Rourkela Institute of Management Studies Rourkela
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 47: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/47.jpg)
HARVESTING CARE
Harvesting
The following harvesting care should be taken
a) Follow the practice of Dehaulming [cutting of haulms aerial parts by sickle or killing by
chemicals (eg Gramoxone) or destroying by machines] when the crop attains 80-90 days
and when the aerial part of the plant turns yellow
b) Always harvest in dry weather
c) Stop irrigation about two weeks before dehaulming
d) Avoid bruising and skinning of tubers otherwise tubers become susceptible to rot diseases
e) Harvest the crop after 10-15 days of haulm cutting
Drying and Curing
A) The following care should be taken during drying
(a) Always dry the harvested tuber quickly to remove excess moisture from the surface of
tubers for improving their keeping quality
(b) Always dry the harvested tuber in storage shed expose to sun causes the greening of
potatoes
(c) Do not store the tubers immediately if they are exposed to rain after harvest
B) The following care should be taken during curing
(a) Always follow the curing process at 25 degree centigrade with a 95 per cent relative
humidity
(b) For optimum suberization curing is essential for healing the wounds of tubers resulted
from cutting and bruising during harvesting
C) The following care should be taken during sorting
(a) All the damaged and diseased tubers should be removed during sorting
47 Rourkela Institute of Management Studies Rourkela
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 48: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/48.jpg)
TARGET CUSTOMERS
Marketing costs Marketing costs are the actual expenses required for bringing potato from
farm gate to the consumers It includes the following
Handling charges at local points
Assembling charges
Transportation and storage costs
Handling charges by wholesalers and retailer to consumers
Expenses on secondary services like financing risk taking and market intelligence
Profit margins taken out by different agencies
RETAILER
CONSUMER
PRODUCER
STATE MARKETING
AGENCIES
NAFED
MARKFED
EXPORT
CO-OPERATIVE
SOCIETIES
i) Market fee It is collected from buyers and not from sellers The rates of market fees are
determined by respective Agricultural Produce Market Committees in some states like
Gujarat Maharashtra and while in most of the states these are fixed for the entire state under
the respective State Marketing Regulation Acts
ii) Commission charges In some regulated markets the commission agents exist and they
collect the charges
iii) Market charges These are the charges which are incurred towards loading unloading
weighing brokerage cleaning etc These charges are fixed by the market committee and
vary from market to market The operational charges starting from unloading cleaning
preparation lot for sale and sometimes weigh mends are borne by farmers sellers From
weighing the subsequent operational charges are borne by the buyers traders In case of
some regulated markets entry fee is charged for the vehicle
48 Rourkela Institute of Management Studies Rourkela
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 49: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/49.jpg)
MARKETING MARGINS
The marketing margins of potato are the difference between the actual price paid by the
consumer and the price received by farmer for an equivalent quantity and quality of potato It
may be explained in terms of price spread applied for a particular situation Studies on
marketing margins or price spread reveals that as the number of market functionaries
increases they add cost to the commodity in the marketing channel which results in the fall
of producers show in consumerrsquos rupee
MARKETING INFORMATION AND EXTENSION
Marketing information
Agricultural Marketing Information comprises of collection analysis and compilation of
agricultural marketing related information as well as dissemination of right information to the
people in need at right place at right time and in right form
In a marketing system market information is an important function which facilitates the
marketing decisions and regulates the competitive market processes and mechanisms It is
helpful to the farmers for planning production and marketing of their commodities It is also
the key to achieve operational and pricing efficiency in a marketing system In the present
context of global agricultural scenario the small and marginal potato farmers should change
the habit of traditional farming to modern market export oriented farming by improving the
quality and productivity of the produce Farmers traders processors should reorient their
potato enterprises by using facilities of market information and information technology (IT)
for the following purposes
Planning for market oriented production
Preparation of produce for marketing
Adoption of modern storage techniques
Availing suitable transport facilities
Availing market intelligence for remunerative prices
For effective dissemination of market-led information almost all the state UT Govt
organizations have some activities for the benefit of the producers traders processor
exporters and consumers which are of conventional nature Hence to improve this entire
49 Rourkela Institute of Management Studies Rourkela
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 50: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/50.jpg)
system Govt of India started ldquoMarket Research and Information Net workrdquo (MRIN) Scheme
through the Directorate of Marketing and Inspection (DMI) and its website ie
AGMARKNET Besides there are also other organizations involved in the dissemination of
market information of agricultural commodities
Marketing extension
Marketing extension is a tool to educate the farmers traders consumers and other
beneficiaries regarding the latest knowledge on post harvest management marketing value
addition and exploring new market opportunities It aims to bring desired changes in their
skill attitude and behavior towards post harvest management and marketing practices of
agricultural produce In the present context of globalization of agricultural trade it is
essential to grow awareness among the producers and other beneficiaries regarding proper
harvesting grading packaging transportation storage maintaining proper quality standards
and Sanitary-Phytosanitary requirements etc
Benefits
To provide up-to-date information on the prices and arrivals
To orient producerstraders about price trends demand and supply position etc
To guide the producersfarmers about when where and how to market the
produce
To educate farmers about different aspects of post harvest management
operations
To guide the farmers about benefits of direct contract marketing and future
trading
TECHNOLOGY USING BY COMPANY
POST HARVEST EQUIPMENTS
ANIMAL DRAWN POTATO DIGGER
It is animal drawn single row equipment for digging potato It consists of multipurpose tool
frame V shape blade and extension rods on the blade wings to separate soil and dirt from the
potato It eliminates 11 per cent tuber damage resulting in conventional digging
50 Rourkela Institute of Management Studies Rourkela
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 51: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/51.jpg)
GRADING
Grading is an important factor in the marketing process of potato
Benefits
i) Grading helps the potato producer and seller to determine the price
ii) It reduces the cost of marketing and helps the consumers to get standard potato at fair
price
iii) It facilitates the scope to widen the avenue for potato export
iv) It has a direct influence on utilization point of view as the small to medium sized tubers
are prepared for lsquoseed tubersrsquo and large sized tubers are preferred for processing purpose
Methods of Grading
Grading of tubers is done both by hand as well as by graders The different practices of
grading of potato are as follows
i) Grading of potatoes with a set of rectangular sieves having round holes of varying
diameters where a pair of such sieves placed one above the other are shaken to and fro by
two persons and the third person continuously feds the upper sieve
ii) Grading of potatoes through sieves hung on chains or ropes and move back and fore
iii) Grading of potatoes by the mechanical grader where the sieves are mounted on the
oscillation of frame as operated mechanically by power This grader can be operated with
1HP electric motor engine or tractor
iv) Grading of potato with power operated potato grader with conveyer attachment gives
better grading efficiency (90 per cent) The power requirement is 15 HP It can grade four
categories viz less than 10 gms10-25 gms 25-60 gms and more than 60 gms
HAND OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Manually Operated Oscillating sieves Dimension 2880mm(L) X 2940mm(w) X
1950mm(h) Weight 300 kgs
No of sieves Two oscillating and one fixed
Sieve inclination 11
Sieve perforation 45 mm and 30 mm diameter (oscillating sieves) 20 mm diameter (fixed
sieve)
51 Rourkela Institute of Management Studies Rourkela
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 52: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/52.jpg)
Power transmission Through belt and pulley arrangement
Performance
Output capacity 20qhr
Grade size i) Upto 50 gms ii) 50-75 gms iii) Above 75 gms
Grading efficiency 85
Tuber brushing Less than 2
Labour requirement 8-9 persons
Cost ( Approx) Rs 8000-
POWER OPERATED POTATO GRADER
Function Sorting of potatoes into different size grades
Specifications
Type Power Operated Oscillating sieves
Dimension 2880mm(l) X 2940mm (w) X 1950mm(h)
Weight 350 kgs
No of sieves Three oscillating and one fixed
Sieve inclination 11
Sieve perforation 4530 and 20 mm diameter(oscillating sieves) 12 mm diameter (fixed
sieve)
Oscillation frequency 460 ndash 490 strikesmin
Power transmission Through belt and pulley arrangement
Performance
Output capacity 25qhr
Grade size i) less than 10 gms ii) 10-25 gms iii) 25-60gms iv) Above 60gms
Grading efficiency 88
Tuber brushing Less than 2
Labor requirement 9-10 persons
Cost( Approx) Rs 10000-
52 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 53: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/53.jpg)
CHAPTER ndash 4
Research Design amp Methodology
53 Rourkela Institute of Management Studies Rourkela
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 54: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/54.jpg)
OBJECTIVE OF THE STUDY
To understand the psychology of farmers
Environment organizational system and strategy use by the farming industry
Factors- consider by the farmers before selecting the cold storage
Promotional activity and communication media selected by a cold storage to attract
potato farmers
To strengthen my knowledge about the agriculture and rural market
54 Rourkela Institute of Management Studies Rourkela
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 55: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/55.jpg)
PRESENT STRATEGY USE BY COMPANY
Company gives loan against their deposit of potato in cold storage
company provides free sack to the farmers(each cost is rs 12-)
Company regularly visits the village to village and interacts with to farmers
Company provides better seeds and knowledge of farming to the farmers
To reduce the cost and risk company started back ward integration production system
Company tries to convey to farmers and their Sarpanch to motivate farmers to keep
potato in the company cold storage
Company educate to the farmers about potato cultivation
Company plays role as bride between farmers and market
Company provides and updates the knowledge of farmers about the recent trend in
technology and methodology of potato farming
Company bind to follow the price band fix by the cold storages union
55 Rourkela Institute of Management Studies Rourkela
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 56: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/56.jpg)
METHODOLOGY
Methodology used by me is that I and our team regularly vested the villages and asked
different questions
Try to know the criteria on which a farmer chooses a cold storage to put the potatoes
We plan campaigns with the help of Gram Panchaya to interact and motivate to the farmers to
put their potatoes in this company
We used the local language and try interacting with each farmer
With its own effort company established farmers support help line number
This is based on customer research design is the arrangement of connection and analysis of
data in manner that aim to combine relevance to the research purpose with economy in
procedure The research design specifies the method of data collection amp data analysis The
design of research happens to be in respect of -
1) What is the study about
2) Where will the study is carried out
3) What will be the sample size
The study is planned carefully with respect to source of information be consult anted amp
collected The entire question is related to the topic Size of sample is 100So it cluster
sampling followed by random sampling Several steps of the research procedure are
described under following headings
56 Rourkela Institute of Management Studies Rourkela
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 57: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/57.jpg)
SAMPLING PROCESS
FACE TO FACE INTERVIEW
SAMPLING
Sampling as an essential part of the business research process It is the part of the total
population Although it is a subset and representative of the total population we have
INTERVIEW PRCEDURE
To take interview of 100 respondents we had to take interview by two kinds of sampling ie
RANDOM SAMPLING
PURPOSIVE SAMPLING
The sample came under purposive sampling in order to save time cost and ultimately to meet
the quota For the interview a sophisticated Simple questionnaire was prepared It was asked
to respondents very carefully and cordially All the response were very important for this
study and every response was noted down
SOURCES OF DATA
PRIMARY DATA
Taken the views of farmers
Directly interact with the local government authority
Interact with the seed shops and experienced people
From Gram Panchayat Sabha
Interact with the farmers supporting organizations
SECONDARY DATA
Company old records
Government records generals and articles
Survey and research conducted by Ministry of Agriculture Department of India
Generals and articles of FAO
Research and survey reports of NGO
57 Rourkela Institute of Management Studies Rourkela
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 58: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/58.jpg)
LIMITATION OF STUDY
Bias nature of farmers
Lack of professionalism of company representatives
Time consuming process because it takes so much time to interact with farmers
individually
Lack of desired data
Uneducated or illiterate farmers it was difficult to peruse them
It was difficult to penetrate the extreme rural sectors
The unsystematic and unorganized manner of agriculture companies
58 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 59: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/59.jpg)
CHAPTER ndash 5
Data Analysis amp Interpretation
59 Rourkela Institute of Management Studies Rourkela
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 60: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/60.jpg)
N0 1- Number of cold storages are there in your district- Kanauj
No of cold storages No of
respondents
Less than 10 21
11 to 25 17
26 to 50 29
More than 50 33
INTERPRETATION
From the above table it is interpreted that 33 of farmers are predicting that the number of
cold storages in the district is more than 50 29 of farmers are predicting that the number of
cold storages is Between 25 to 50 21 farmers are predicting that the number of cold
storages is less than 10 17 farmers are predicting that the numbers of cold storages are
Between 10 to 25
The real number of cold storages in the district is 72 Most of farmers are not aware about the
numbers of cold storages in their district due to the weal strategy of promotion
60 Rourkela Institute of Management Studies Rourkela
Farmerrsquos opinion about number of cold storages in their district
21
17
29
33 less than 10
10 - 2525 - 50More than 50
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 61: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/61.jpg)
No 2- The factors do you consider most while deciding the cold storage to store your
Potatoes
Parameters for selection of cold storages No of respondents
Rent per potato bag 21
Image of the cold storage owner etc 27
Past track record 13
Upfront loan amount received 39
most important parameter for selecting the cold storages
21
2713
39
Rent per potato bag
Image of the cold storageowner etc
Past track record
Upfront loan amount received
INTERPRETATION
From the above table it is interpreted that 39 of farmers prefer the upfront loan amount
received by them from cold storages because in future if the market price of potato will fall
down then the farmers left their potatoes in cold storage and it became benefit for them
Other prefer as follow- 27 gives importance to image of the cold storage or owner 21
gives important to rent per potato bag and 13 gives importance to past track record of cold
storage
61 Rourkela Institute of Management Studies Rourkela
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 62: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/62.jpg)
No 3- Farmers view-cold storages are farmer friendly or not
Cold storages are farmer friendly No of respondent
Yes 87
No 9
Do not know 04
Importance of cold storages for farmers
87
9 4
Yes
No
Do not know
INTERPRETATION
From the above table it is interpreted that in this modern technological era our agriculture
sector and farmers are well aware and give importance to the use of cold storages because
87 farmers prefer the importance of cold storages 9 said NO and rest 4 can not decide
62 Rourkela Institute of Management Studies Rourkela
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 63: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/63.jpg)
No 4- While consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
Consider choosing a cold storage
focussing more on forging long term
customer relationship over the one with a
little less rent
No of respondent
Yes 43
No 57
Rent or longterm relationship with cold storages
43
57
yes
no
INTERPRETATION
Form the above table it is interpreted that 57 of farmers are want to keep their potatoes in
the cold storage where they think that they can create long-term relationship the owner of
cold storage and 43 of farmers have given preference to the rent rate charge by cold
storages
63 Rourkela Institute of Management Studies Rourkela
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 64: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/64.jpg)
No 5- Farmers perception about the role of cold storage as a middleman in getting the Potato
sold to Traders
Role of middleman in getting the potato sold to
traders
No of respondent
Farmers are duped and robbed of the real worth of
their Produce
07
Cold storages provide valuable support in selling
the Produce through the Traders
39
Cold storagersquos role as a Trader (middlemen) is
unwanted and uncalled for
34
Difficult to explain 20
Role of cold storages as a middleman
7
39
34
20
Farmers are duped androbbed of the real worth oftheir Produce
Cold storages providevaluable support in sellingthe Produce through theTraders
Cold storagersquos role as aTrader (middlemen) isunwanted and uncalled for
Difficult to explain
INTERPRETATION
From the above table it is interpreted that the cold storages which provides better valuable
support in selling the potatoes though the traders across the county farmers give precedence
to them 39 of farmers give importance to the middlemen set by cold storages but 34 of
farmers also think that cold storagersquos role as a middleman is unwanted and uncalled for 20
farmers think that they are duped and robbed of real worth of their produce if they hire cold
storages as middlemen to sell their potatoes and 7 face difficulty to explain
64 Rourkela Institute of Management Studies Rourkela
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 65: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/65.jpg)
No 6- There are must be any kind of Loyalty Program for Regular clients (Farmers) who
return year on year to the cold storage
Importance of loyalty program for regular
farmers
No of
respondent
Cash Discount 17
More Upfront Loan at lower interest rate 08
Lenient credit Terms 13
All of the above 62
Importance of loyalty program for regular farmers
17
8
1362
Cash Discount
More Upfront Loan at lowerinterest rate
Lenient credit Terms
All of the above
INTERPRETATION
From the above table it is clear that 62 farmers want to some incentives for
loyal customer who come every year in a same cold storage like cash discount
more upfront loan at lower interest rate and lenient credit terms but individually
some farmers given preference as follow- 17 to cash discount 13 to lenient
credit terms and only 8 given preference to more upfront loan at lower interest
rate
65 Rourkela Institute of Management Studies Rourkela
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 66: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/66.jpg)
CHAPTER- 6
FINDINGS
66 Rourkela Institute of Management Studies Rourkela
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 67: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/67.jpg)
FINDINGS
Farmers are Switchers by nature -they switch from one cold storage to other cold
storage
Due to unprofessional attitude of company and Workers Company fail to create
long term relationship with farmers
Government interference is so much that company can not easily chalk out plan and
formulate it
Unsystematic and unorganized manner of working of farming company
It is so difficult to select the media to communicate to the farmers
Environmental and climate plays vital role in the success of these companies
Over price of potato and under price of potato both are harmful for the company
Due to high involvement of government it needs to maintain paper work
To reduce the risk company started back ward integration production system
Some times farmers do not come to take their potatoes due to fewer prices in
market or fear of return of loan to the company
67 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 68: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/68.jpg)
CHAPTER ndash 7
Suggestion amp Recommendation
68 Rourkela Institute of Management Studies Rourkela
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 69: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/69.jpg)
Suggestion amp recommendation
Company should start campaign with the government to provide information
to the farmers
Company should maintain professionalism in their work
Company must create a computerized data base of farmers
Company must provide free transportation system to the farmers from their field to
cold storages or may charge minimum cost from farmers to reduce competition
Company must establish proper reliable and strong media of communication media
with the farmers
Weakly or monthly awareness campaign and classes should be organized to literate to
the farmers
Company must focus of the creation of long term relationship with the farmers
Company should establish its own solar panel to generate electricity to reduce of the
cost of electricity
Company can collaborate with government and insurance companies to provide
KISHAN FASAL SURAKSHA YOJNA to reduce the damage and risk of cultivation
Company should starts KISHAN CLUB so that farmers can come and interact with
each other in the separate place in the company
Company can organize farming fare with the help of government or local authority or
NGOrsquoS or cold storage association
69 Rourkela Institute of Management Studies Rourkela
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 70: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/70.jpg)
CHAPTER-8
Conclusion
70 Rourkela Institute of Management Studies Rourkela
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 71: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/71.jpg)
Conclusion
Potatoes are an important agricultural commodity of India- in many parts of country the crop
can grows rapidly it is adaptable high yielding responsive to low inputs So the company
should make proper plane and strategy for farmers include livestock rising water
management and organic waste management proper utilization of resource systematic ways
of creation long term relationship with farmers and government try to provide better services
to the farmers company can achieve the target and chalk out the new way of success
Aside from traditional methods company also can offer an additional source of services like
sell seed tubers and processed products instead of just provide cold storages facility
71 Rourkela Institute of Management Studies Rourkela
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 72: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/72.jpg)
CHAPTER ndash 9
Bibliography
72 Rourkela Institute of Management Studies Rourkela
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 73: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/73.jpg)
Bibliography
Text Books
1 Post harvest Manual for Export of Potatoes (Jan2003) by Agricultural amp Processed Food
Products Export Development Authority (APEDA) Page No 05-48
2 Handbook of Agricultural Sciences-by Dr Singh SS(1998) Page no 35-40
3 Marketing of Vegetables in India by Vigneshwara Varamudy Published by Daya
Publishing House Delhi Page no 15-19
4 Handbook of Agricultural Science- Published by Indian Council of Agricultural
Research(ICAR) New Delhi page no 112-120
Annual Reports
1 Annual Report 2003-04 Department of Agriculture and Co-operation Ministry of
Agriculture
Govt of India New Delhi
2 Annual Report 2002-03 National Agricultural Co-operative Marketing Federation of India
Ltd (NAFED) New Delhi
3 Annual Report 2002-03 Agricultural amp Processed Food Products Export Development
Authority (APEDA) New Delhi
Research Papers
1 Ezekiel R Brajesh Singh NRKumar and SMPaul Khurana 2003 Storing potato
scientifically Indian HorticultureIssue-April-June2003
2 PaulVijay REzekiel and GS Shekhawat 2002 Traditional methods of potato storage in
changing scenario Indian FarmingIssue-August2002
3 PanditA Rejesh K Rana NK Pandey and NRKumar 2003 Potato marketing in India
Indian Horticulture Issue- April-June2003
4 Dahiya P S 2001 Potato Scenario-2001Agriculture Today Issue-June2001
5 EzekielR and PS Khurana 2003 Market Potential for Potatoes and Processed Potato
Products wwwcommodityindiacom Issue-Aug2003
73 Rourkela Institute of Management Studies Rourkela
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 74: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/74.jpg)
6 SanganariaS 2003 Need of the hour-export orientation for Potatoes Agriculture Today
Issue- June2003
7 MarwahaRS and SKSandhu 2003 Enjoy finger linking potato products Indian
Horticulture Issue-April-June2003
8 Khurana Rana 2004 Need for initiatives The Hindu Survey Of Indian Agriculture2004
9 ShekhawatGS and PS Dahiya 2000 A neglected major food crop The Hindu Survey of
Indian Agriculture2000
10 Shekhawat Ezekiel 1999 Potential as a food The Hindu Survey Of Indian
Agriculture1999
11 Pandey SK SMPaul Khurana and SVSingh2002New Potato varieties for
processing Agro India Issue-November 2002
12 MarwahaRS and SK Sandhu2003 Potato flour processing Agribusiness amp
Horticulture Issue- Feb-March 2003
13 SudhozaeN2003Export potential for Indian Potato Agribusiness amp Horticulture Issue-
April-May 2003
14 Pandit Arora and Sharma 2003 Problems of Potato Marketing in India Indian Journal of
Agricultural Marketing Issue-17(2) 2003
15 Dahiya PS and Sharma 1994 Potato marketing in India Status Issues and Outlook
Working paper no1994-2 Social Science Department International Potato Centre(CIP)
Lima Peru
16 DeyA and A Bhukta1994 Marketing of Potato in West Bengal Indian Journal of
Agricultural Marketing Issue-Jan-March1994
Other related documents
1 Product Catalogue2006Tech Bulletin no-CIAE2005119 Central Institute of Agricultural
Engineering Bhopal
2 Potato in India1992 Tech Bulletin no-1 Central Potato Research Institute Shimla
3 Indian Potato Varieties for Processing Tech Bulletin no-50 Central Potato Research
Institute Shimla
4 Potato Processing In India Tech Bulletin no-34 Central Potato Research Institute Shimla
5 Potato Equipments Developed at Central Potato Research Institute Tech Bulletin no-25
Central Potato Research Institute Shimla
74 Rourkela Institute of Management Studies Rourkela
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 75: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/75.jpg)
6 Economics and Marketing of Potato in India Tech Bulletin no-44 Central Potato Research
Institute Shimla
7 Indian Potato Varieties Tech Bulletin no-51 Central Potato Research Institute Shimla
8 World Potato Statistics Tech Bulletin no-52 Central Potato Research Institute Shimla
9 Quality Seed Potato Product in NEH Region of India Tech Bulletin no-62 Central Potato
Research Institute Shimla 10 Major Potato Pests in North-eastern India and their
management Extension Bulletin No-40
Central Potato Research Institute Shimla
11 Traditional Potato Cultivation Practices In Meghalaya Tech Bulletin no-72 Central
Potato Research Institute Shimla
12 Packages of Practices for Potato Cultivation in Meghalaya Leaflet Central Potato
Research Institute Shimla
13 Potato in India e-book website of Central Potato Research Institute(CPRI) Shimla
14 Marketing of Potato In India Published by Directorate of Marketing and Inspection
Ministry of Agriculture Govt of India
15 Post Harvest Technology and Utilization of Potato by Mukhtar Singh and SCVerma
Published at International symposium on Post-Harvest Technology and Utilisation of
Potato1979
16 Agri- Export zones in West Bengal Food Processing Industries amp Horticulture
Department Govt of West Bengal
17 Potato Crop in Punjab Production Marketing and Export by JSinghRSSandhu AS
Dhat
SSingh JSKamboj DKGrover Punjab Agricultural University Ludhina and Punjab Agri-
Export Corporation Ltd Monograph no5 2001
75 Rourkela Institute of Management Studies Rourkela
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 76: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/76.jpg)
Websites
wwwagmarknetnicin
wwwapedacom
wwwcpriernetin
wwwfaoorg
wwwnafed-indiacom
www mofpinicin
www ncdexcom
wwwagricooopnicin
wwwcipotatoorg
wwwficciagroindiacomaicpost-harvest-mgmtvegetablespotatohtm
wwwmcxcom
wwwcodexalimentariusnet
76 Rourkela Institute of Management Studies Rourkela
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 77: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/77.jpg)
CHAPTER-10
Appendix
77 Rourkela Institute of Management Studies Rourkela
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 78: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/78.jpg)
Questionnaire-
1How many cold storages are there in your district- Kanauj
1 lt10
2 11-25
3 26-50
4 gt 50
2Which factors do you consider most while deciding the cold storage to store your Potato
1 Rent per potato bag
2 Image of the cold storage owner etc
3 Past track record
4 Upfront loan amount received
3Do you think the cold storages are farmer friendly
1 Yes
2 No
3 Do no know
78 Rourkela Institute of Management Studies Rourkela
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 79: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/79.jpg)
4 Will you consider choosing a cold storage focussing more on forging long term customer
relationship over the one with a little less rent and no long term relationship
1 Yes
2 No
5What do you perceive of the role of cold storage as a middleman in getting the Potato sold
to Traders
1 Farmers are duped and robbed of the real worth of their Produce
2 Cold storages provide valuable support in selling the Produce through the Traders
3 Cold storagersquos role as a Trader (middlemen) is unwanted and uncalled for
4 Difficult to explain
6Is there any kind of Loyalty Programme for Regular clients (Farmers) who return year on
year to the cold storage
1 Cash Discount
2 More Upfront Loan at lower interest rate
3 Lenient credit Terms
4 All of the above
NB-Sample size- 100 farmers
79 Rourkela Institute of Management Studies Rourkela
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 80: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/80.jpg)
ORGANISATIONAL STRUCTURE AND OTHER CHANNELS
Chief executive
officer
(1 member)
Board of directors
(3 members)
Finance
account
department
Human
resource
department
Marketingsales
department
Technical
department
80 Rourkela Institute of Management Studies Rourkela
Work force
81 Rourkela Institute of Management Studies Rourkela
![Page 81: Gouri Shankar Latest Modified Report 15.11.09](https://reader035.vdocument.in/reader035/viewer/2022081718/5537be41550346bb318b4601/html5/thumbnails/81.jpg)
81 Rourkela Institute of Management Studies Rourkela