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Grape Export from India
Of the total grapes produced in the country around 1.2% is processed into wine.
The importers of Indian grapes are UK, Netherlands, Germany, USA, UAE, Saudi Arabia, Quatar, Oman, Bahrain, Sri Lanka, Bangladesh, Mauritius, Singapore and Hongkong.
Total export is about 20,646 tonne, which amounts to only 2% of total production.
The grape export from India started in the year 1991 with the initiation of economic liberalization.
Marketing channel for grapes
Introduction
Share of Varieties Grown In India
Variety Per cent
Thomsan seedless and its mutants (white seedless)
55-57 %
Bangalore blue (black seeded) 17-18 %
Anabe e shahi (white seeded) 13-14
Perletle (white seedless) 6%
Gulabi sysmuscat (purple seeded) 3%
Bhokri (white seeded) 1-2%
Sharad seedless (black seedless) 2%
Flame seedless ( red seedless) 1%
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Marketing channel for grapes
Village Marketing Channel
PRODUCERPRODUCER CONSUMERCONSUMER
Local Sale Marketing Channel
RETAILERRETAILERPRODUCERPRODUCER CONSUMERCONSUMER
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Marketing Channel
Marketing channel for grapes
Contract Marketing Channel I
PRE HARVEST CONTRACTERPRE HARVEST CONTRACTER
RETAILERRETAILERPRODUCERPRODUCER CONSUMERCONSUMER
Contract Marketing Channel II
PRODUCERPRODUCER COMMISION AGENT/ TRADERCOMMISION AGENT/ TRADER
PRIMARY WHOLE SALER
PRIMARY WHOLE SALER
SECONDARY WHOLE SALERSECONDARY
WHOLE SALER
SECONDARY WHOLE SALERSECONDARY
WHOLE SALERCONSUMERCONSUMER
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Marketing channel for grapes
Contract Marketing Channel III
PRODUCERPRODUCER PREHARVEST CONTRACTERPREHARVEST CONTRACTER COMMISION
AGENT COMMISION
AGENT
RETAILERRETAILERCONSUMERCONSUMER
Distance Marketing Channel
PRODUCERPRODUCER COMMISION AGENT
COMMISION AGENT
RETAILERRETAILER CONSUMERCONSUMER
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Marketing channel for grapes
Export Marketing Channel
PRODUCERPRODUCER GAP CONSULTAN
T
GAP CONSULTAN
T
EXPORTER (GRADING & PACKAGING)
EXPORTER (GRADING & PACKAGING)
IMPORTERIMPORTER
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Marketing channel for grapes
Producer
This could be small farmer of less than 0.5 ha., medium farmers of
0.5 ˝U2.5 ha., and large producer of 2.5 ha., to 10 ha.
Consultants Consequential to the stringent quality assurance
systems in place for the export markets, consultants in the field of
certification of EurepGAP has gained prominence in this export
supply chain.
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Marketing channel for grapes
Exporters
Exporters usually could be traders/processors and growers. The
grape exporters have to be registered with APEDA who keeps a list
of the exporters.
The exports are also attracted by the facility of concession on imports
to the extent of 20% of the total exports
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Marketing channel for grapes
Significant parties outside the Export marketing channel
APEDA
In the context of export supply chains, the singularly responsible body
for export regulation is APEDA.
APEDA maintains strict regulatory procedures for export starting from
farmer registration to residue monitoring in grapes. MSAMB
(Maharashtra State Agricultural Marketing Board)
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Marketing channel for grapes
Co-operatives
In order to facilitate grape exports from Maharashtra MahaGrapes
was established to organize the grape growers as producer
cooperatives and has been greatly successful.
Ten new cooperative societies are being established in Maharashtra
for growing grapes and selling in MahaGrapes brand.
The share of cooperative societies in the total grape exports is 30-
35%.
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Marketing channel for grapes
All India Grape Growers Federation
This is an umbrella organization of state level grape grower
organizations and currently 5 state level organizations of
Maharshtra, Karnataka, Andhra Pradesh, Tamil Nadu and Madhya
Pradesh are members under this federation.
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Marketing channel for grapes
Marketing Channel for processed grape products
PRODUCER PRODUCER
CO -OPERATIVES
CO -OPERATIVESFARM AGENTFARM AGENTCOLLECTION
POINTCOLLECTION
POINT
COMMISSION AGENT
COMMISSION AGENT
Post harvest processing (Wine, Raisin)
Post harvest processing (Wine, Raisin)
RETAILERRETAILERCONSUMER CONSUMER
PRODUCERPRODUCER
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Marketing channel for grapes
Challenges in Grape Marketing
Farmers have limited access to guidance on issues such as best
agronomic practices post harvest management and which varieties to
propagate.
Color specifications requires proper sunlight control techniques and
achieving the export stipulate berry and bunch size leads to yield
reduction adding to cost escalation.
On an average 80% harvest only becomes viable and the rest would
have to go to domestic market Pest control had to effective and
efficient conforming to Maximum Residue Limit (MRL).
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Marketing channel for grapes
There has to be support from the research entities to minimize
the use of external inputs and thereby reducing cultivating costs.
Private sector participation could be utilized in extension
programmes.
Quality is another area of concern, as there exists preferences for
various importing countries, Farmers have to be informed on the
product quality specifications.
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Marketing channel for grapes
Eurepgap Certification
EUREPGAP certification has become a mandatory since June 2005,
adherence to the same is critical in access tot the EU market that is
the main target market for India.
There has to be serious efforts in conscientisation and training in
documentation and certification process of EurepGAP.
Marketing channel for grapes
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Lack of Adequate farmer finance
High cost of setting up vineyards- Cultivation of crops such as grapes requires
high upfront investments, estimated at INR 0.8 ˝U 1.0 million per acre for
establishing of vineyards. The cap on farmer loans for a maximum amount of
INR 0.5 million per farmer restricts bank finance. This cap on farmer loans
should be made category/ crop specific, taking into account the respective
cultivation and investment expenses.
High recurring cost of production for export quality grapes due at additional
labor costs in thinning and pruning.
Uncertainties/risk in crop production due to weather is prevalent
Marketing channel for grapes
High cost for obtaining certification for exports. For e.g., the cost of
EurepGap certificate is INR. 75000 / farmer (including the cost of
construction of separate storage space for fertilizers and pesticides
etc.)
Farmer financing could be more creditworthy in the context of
contractual arrangement between farmer and exporter and therefore
such linkages should be facilitated through legal and policy
framework. Targeting new markets
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Marketing channel for grapes
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Post Harvest Gap
The quality of table grapes is adversely affected by the lack of cool
storage infrastructure, lack of a continuous cool chain from vineyard to
consumer and inadequate sulphur dioxide technology.
If these issues are not addressed, the long-term viability of regional
grape industries will be at risk.
It is also seen that Sulphur Dioxide (SO2) damage was caused by
breaks in the cool chain. Training of growers and packers in the correct
use of SO2 releasing pads and cool handling of grapes could minimize
the loss in fruit quality
Marketing channel for grapes
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A grape is a non-climacteric fruit specifically a berry that grows on the perennial and deciduous woody vines.
Let us Sum up
APEDA, Co-operatives, All India Grape Growers Federation are the agencies involved in grape marketing.
The grape export from India started in the year 1991 with the initiation of economic liberalization.
Of the total grapes produced in the country around 1.2% is processed into wine.