Marketing in FPOs: Marketing in FPOs: Marketing in FPOs: Marketing in FPOs: Marketing in FPOs: Marketing in FPOs: Marketing in FPOs: Marketing in FPOs: Yuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s ExperienceYuva Mitra’s Experience

Presented By- Mr. Sunil Pote, Yuva Mitra, Maharashtra

Promoted 15 Farmer Producer

Companies

Working since last 8 years in the field of

promotion and development of FPOs

Appointed as a Resource Support

Agency by NABARD for promoting and

Yuva Mitra’s experience in FPC PromotionYuva Mitra’s experience in FPC PromotionYuva Mitra’s experience in FPC PromotionYuva Mitra’s experience in FPC Promotion

Impaneled as Resource Organization

for the state of Maharashtra by SFAC

Hand holding support to POPIs for

facilitating development of FPOs

Agency by NABARD for promoting and

developing FPCs in Maharashtra

Capacity building and Training of POPI

(NGOS), FPOs and other stakeholders

Policy Advocacy for developing

enabling ecosystem for FPOs

PomegranatePomegranatePomegranatePomegranate value chainvalue chainvalue chainvalue chain

• Support to farmers in Nashik district to build up their capabilities to deliver as per market

• Participating Farmers : 1250 (4 FPOs)

• Partners : • Yuva Mitra – Institutional development, FPO formation, Training, market intelligence

gathering and dissemination. Yuva Mitra – Institutional development, FPO formation, Training, market intelligence gathering and dissemination.

• Skymet –Agro Meteorology Advisory Services• Go4Fresh –Marketing of fresh produce, Supply chain expertise• Accesso – Procurement, Storage and Logistics, Access to finance, Processing and export

linkages

• Technical and Implementation support-Coordination:• GIZ-RISP

• 600 MT Pomegranate produced and marketed

Bhojapur Khore Pomegranate Producer Co. Ltd.Bhojapur Khore Pomegranate Producer Co. Ltd.Bhojapur Khore Pomegranate Producer Co. Ltd.Bhojapur Khore Pomegranate Producer Co. Ltd.

• Focus on primary value addition- Farm gate grading, sorting

• Brand building

Onion value chainOnion value chainOnion value chainOnion value chain

• Pilot project on onion value chain with NABARD

• Higher price realization to farmers due to direct linkage with institutional buyers like SAFAL Bangalore, Vista foods etc.

• Coverage Area –• Coverage Area –

• 13 villages in three blocks –Sinnar, Yeola and Niphad

• Total no of farmers covered through formation of JLGs – 3373

Green Vision FPCGreen Vision FPCGreen Vision FPCGreen Vision FPC

Registration Date 10/01/2014

No. of villages covered 15

Total members 850

Paid up share capital 565000/-

Major commodities Pomegranate, OnionMajor commodities Pomegranate, Onion

Business activities -Onion Marketing

-Input supply

-Agro advisory

Credit linkage Sanctioned (from NABKISAN)

Input license Fertilizers, Pesticides

Goatery based value chainGoatery based value chainGoatery based value chainGoatery based value chain

• Yuva Mitra started Goatery Based Women Livelihood development program in 2015

• Working with more than 2500 women in 30 villages

• Promoting Goatery based livelihood opportunities through:• Promoting Goatery based livelihood opportunities through:

• Adequate knowledge dissemination

• Training and capacity building

• Developing market linkage

• Veterinary and financial services

• Institutionalizing the goat rearers

• Conservation and promotion of local breeds (Sangamneri & Osmanabadi)

Live goat marketingLive goat marketingLive goat marketingLive goat marketing

• Introduction of weight based live goat marketing

• Reduction in exploitation by goat traders

• Tie up with organized retailers

Price of live goat

150

185

0

20

40

60

80

100

120

140

160

180

200

Price of live goat

Pri

ce (

Rs.

/kg

)

Price of live goat

Before After

Processed Goat milk marketingProcessed Goat milk marketingProcessed Goat milk marketingProcessed Goat milk marketing

• Being sold as premium product in urban markets

• Company has established goat milk processing plant

• ISO 9001:2015 certified operations

Price of Goat Milk

22.5

35

0

5

10

15

20

25

30

35

40

Goat Milk

Pri

ce (

Rs.

/lit

er)

Price of Goat Milk

Before

After

Vermicompost and other productsVermicompost and other productsVermicompost and other productsVermicompost and other products

• Preparation and selling of vermicompost and vermiwash

• Fodder seeds, mineral bricks and other inputs

• Supplying manure to other producer companies

3.5

8

0

2

4

6

8

10

Vermi compost

Pri

ce (

Rs.

/kg

)

Price of vermicompost

Before After

Challenges Faced by FPOsChallenges Faced by FPOsChallenges Faced by FPOsChallenges Faced by FPOs

• Limited access to capital

• Unable to attract and retain skilled manpower

• Limited knowledge of market compared to existing market players

• Operations confined to input supplies, extension services, aggregation • Operations confined to input supplies, extension services, aggregation of produce

• Difficult to venture into sophisticated warehousing, processing, marketing & branding

• Lack of direction

• Getting price not profit from market

Krushak Mitra Agro Services Pvt. Ltd.Krushak Mitra Agro Services Pvt. Ltd.Krushak Mitra Agro Services Pvt. Ltd.Krushak Mitra Agro Services Pvt. Ltd.

• A special Purpose Vehicle (SPV) jointly promoted by Yuva Mitra and 8 FPCs (thatwere set up with support from Yuva Mitra)

• Incorporated in 2015, as a multi stakeholder enterprise - a apex marketing entity for member FPCs

centralized and• Vision- Krushakmitra will work as an apex body to establish centralized and

sustainable market linkages and required infrastructure for its member FPCs to

market the agri produce of its member FPCs and it will also provide backend agroservices to the farmers of its member FPCs.

ObjectivesObjectivesObjectivesObjectives

• To create sustainable market linkages for agro Produce of its member FPCs

• To provide agro services for farmers through FPCs

• To make available all inputs at doorstep of FPCs

• To plan demand based production schedule• To plan demand based production schedule

• To support farmers (through FPCs) for sustainable growth

• To help FPCs to climb up the value chain ladder by helping them set up appropriate processing and marketing infrastructure

Three major componentsThree major componentsThree major componentsThree major components

Production

• Technical guidance to farmers

• Farm level monitoring

• Training & Advisory services

• Procurement and Aggregation

Postharvest

• Procurement and Aggregation

• Sorting /Grading /Processing /Packing

• Payment Mechanism

Marketing

• Transportation, Storage & Distribution

• Marketing

• Professional Management

StructureStructureStructureStructure

• FPCs are primary promoters/shareholders

• Space for private equity investors

Private Development

Krushak Mitra

Farmer Producer

Companies

Private Investors

Development Organizations/

NGOs

Institutional Investors/ Business Partners

Ongoing activitiesOngoing activitiesOngoing activitiesOngoing activities

• Fresh & Residue free Vegetable marketing

• Pomegranate marketing

• Goat meat/milk marketing

Fresh Vegetables

PomegranateGoat Meat & Milk Products

Thank youThank youThank youThank you

Yuva MitraYuva MitraYuva MitraYuva MitraMitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar, Mitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar, Mitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar, Mitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar,

At/PostAt/PostAt/PostAt/Post---- Lonarwadi, TalLonarwadi, TalLonarwadi, TalLonarwadi, Tal----Sinnar, DistrictSinnar, DistrictSinnar, DistrictSinnar, District---- Nashik, MaharashtraNashik, MaharashtraNashik, MaharashtraNashik, Maharashtra----Mitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar, Mitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar, Mitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar, Mitrangan Campus, Ghoti Sinnar Highway, Harsule Shivar,

At/PostAt/PostAt/PostAt/Post---- Lonarwadi, TalLonarwadi, TalLonarwadi, TalLonarwadi, Tal----Sinnar, DistrictSinnar, DistrictSinnar, DistrictSinnar, District---- Nashik, MaharashtraNashik, MaharashtraNashik, MaharashtraNashik, Maharashtra----422103. 422103. 422103. 422103.

EmailEmailEmailEmail---- admin@yuvamitra.orgadmin@yuvamitra.orgadmin@yuvamitra.orgadmin@yuvamitra.orgsunilpote@yuvamitra.orgsunilpote@yuvamitra.orgsunilpote@yuvamitra.orgsunilpote@yuvamitra.org

WebsiteWebsiteWebsiteWebsite---- www.yuvamitra.orgwww.yuvamitra.orgwww.yuvamitra.orgwww.yuvamitra.orgMr. Sunil PoteMr. Sunil PoteMr. Sunil PoteMr. Sunil Pote---- 9422942799942294279994229427999422942799