APARNA - CHAIN OF RURAL ENTERPRISES

Concept note

CONCEPT NOTE - OVERVIEW

Project Genesis Goal Objectives Target Groups and Beneficiaries Intervention Strategy Processed food – Product list Stakeholder Assessment Next steps

PROJECT GENESIS

This project was conceived and developed by Sri.T.S.R.Krishna Rao (84 yrs) from Hyderabad. His wife Smt.Subhadra Devi (77 yrs) was actively associated with faculty research team of ANGRAU, College of Home Sciences for Women

They started “Annapoorna Breakfast Cereals”

a food processing unit with process technical knowhow from CFTRI, Mysore

GOAL

To involve local people in contributing their efforts to address issues related to unemployment and bring out all round economic and agricultural opportunities utilising the natural and human resources by establishing feasible Micro and Small enterprises

OBJECTIVES

The objective of the project “APARNA” is to setup chain of multiple decentralised rural food processing small scale industrial units run by women entrepreneurs to manufacture processed food items using Sorghum / Jowar / జొన్న�లు� in the form of “ready-to-cook” or “ready-to-eat” products

These products will be supplied under tie-up agreements between every individual food processing unit and a group of 3 or 5 retail outlets (ration shops) catering to the specific product needs of the concerned consumer communities

TARGET GROUPS AND BENEFICIARIES

Rural EmploymentEach processing unit set up in the local village / community will create direct employment opportunities to 20 persons (mainly women) and indirectly to 30 persons

Consumers BenefitThe processed food products with high nutritive value will benefit:  Consumers procuring food items from Fair Price / Ration Shops School children Mid-day meals Anganwadi / Child Development Services (CDS) Mid-day full meals to

women and lactating mothers As a substitute/supplement for rice/wheat used in the preparation of

Prasadam in 37,000 temples and mutts under The Government Endowment Board

Financial SavingsReduction in Government subsidy on Rice/Wheat through Public Distribution System

INTERVENTION STRATEGY

The processed food products based on Sorghum/Jowar / జొన్న�లు� developed at the laboratory level by the research team at “Acharya N G Ranga Agricultural University”, Hyderabad

Successfully manufactured and the product range extended by “Annapoorna Breakfast Cereals”

The extended product range includes: Breakfast foods, Snack foods, Baked products, Infant & Weaning foods, Instant food mixes, Composite roti mixes and Mixed grain malts

SUPPLY TIE-UP

Propose to set up a chain of Sorghum / Jowar / జొన్న�లు� processing decentralised SSI units in rural

areas by women entrepreneurs As per the information from The Chief Rationing

Officer of the CCS (Commissioner of Civil Supplies) there are 900 Fair Price / Ration Shops (FPS) in Hyderabad district and 1500 FPS in Ranga Reddy district

Planned 300 food processing units in Hyderabad district and 500 in Ranga Reddy district.

Each unit would cater to the needs of 3 FPS under Supply tie-up agreement

FOOD PROCESSING UNIT – STRUCTURE

CapacityEach processing unit’s production capacity will be 100 kg. per single shift of 8 hours

Production divisions: Primary processing division for cleaning, de-husking and grading in to:

Sorghum (whole grain) Pearls Medium coarse & broken grain Semolina / Rava superfine

Bakery products division Snacks division for making ready-to-eat snacks using above grades of

Sorghum  Packing divisionThe other functions including Administration, Accounts, Dispatch, Transportation & Forwarding

Employment potentialEach processing unit will create direct employment opportunities to 20 persons (mainly women)and indirectly to 30 persons

SORGHUM / JOWAR PROCESS LAYOUT

SORGHUM / JOWAR – PRODUCTS

PROCESSED FOOD – PRODUCT LIST

Sorghum (whole grain) Pearls: Directly Cook (like rice), Puffed(like popcorn), Chudva,

Punukulu

Sorghum Atta: Any time: Roti, Porridge Breakfast: Attu, Dosa, Sweet Dosa

Snack items: Murukku, Chekkalu, Chegonilu, Pakodilu, Vadalu

Baked items: Biscuits – Salt, Fruit, Sugar, Coconut, Groundnut,

Masala, Muffins Cakes – Cup, Sponge, Fruit Buns

PROCESSED FOOD – PRODUCT LIST

Sorghum Semolina / Rava: Breakfast: Idli, Utappam Other items: Payasam, Sweet Appalu, Laddu,

Barfi, Vadiyalu

Sorghum Coarse and Broken grain: Any time: Upma, Khichidi, Biryani, Prasadam: Pulihora, Dadhojanam, Pongal,

Ravakesari, Chakkara pongali, Satyanarayana prasadam

STAKEHOLDER ASSESSMENT

During the project execution following agencies have been consulted: Acharya N G Ranga Agricultural University,

Hyderabad NABARD, Hyderabad Commissioner of Civil Supplies, Hyderabad Commissioner of Industries, Hyderabad GM, DIC, Ranga Reddy District Commissioner of Welfare for Women, Children,

Disabled and Senior Citizens Commissioner of Endowments Board, Hyderabad

REFERENCE

“Incentives should be provided to food industry to use rabi sorghum for novel processed food products (snacks, bread, biscuits, flakes, papad, rava, etc) and also traditional processed products”.

“Thus research in understanding consumer preferences and profiling utilization needs of sorghum will help in targeting the segments for better penetration. The research efforts in these directions will also have a ripple effect on the improvement in livelihoods of dry land farmers in marginal areas who are dependent on cultivation of crops like sorghum. Hence, keeping in view the potential demand for sorghum from these sectors, the prospects of sorghum usage and production are encouraging”.

Source:ejournal.icrisat.orgDecember 2010An analysis of availability and utilization of sorghum grain in IndiaP Parthasarathy Rao*, G Basavaraj, Wasim Ahmad and S BhagavatulaInternational Crops Research Institute for the Semi-Arid Tropics (ICRISAT), Patancheru 502 324, Andhra Pradesh, India,

NEXT STEPS

To consider the possibility to dovetail “APARNA” project in to the village integration programs

http://www.youtube.com/watch?v=J_uMPmIhR-ICoutesy: ABP

Thank youContact: +91 8008353585