1. Management Research Project on;
Name of Student : Ronak Thakkar
Roll No. : 1350
Faculty Guide : Dr. N. K. Patel
Specialization : Marketing
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2.  Agriculture Marketing
• The National Commission on Agriculture
defined agricultural marketing as a process
which starts with a decision to produce a
saleable farm commodity and it involves
all aspects of market structure of
system, both functional and
institutional, based on technical and
economic considerations and includes pre
and post- harvest
operations, assembling, grading, storage, t
ransportation and distribution.
 What is PPP?
• A cooperative project between the public
and private sectors, built on the expertise
of each partner, that best meet clearly
defined public needs through the
appropriate allocation of resources, risks
and rewards.
Ex: Amusement Park, Somnath
Training Center for Automobile Industry, Sanand
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3. Hurdles in fostering PPP
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4. Literature Review
According to Shri M S
Swaminathan, the
Next (second) Green
Revolution would be
based on,
1. Environmental
friendly soil
2. Ecological
3. Post Harvest Losses
CMS DDU Source: Talk with CNBC Awaaz on 23/12/2011

5. Research Objectives
 To study the Present Scenario of
Infrastructure Development in the
field of Agriculture Marketing in the
study area.
 To Find the Gap, What development F
would be helpful to the small and
marginal farmers. a
 Design a way how that can r
implement/work/marketable and m
feasibility study of it.
e
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r

6. Anand District Produces 22.75% of
Gujarat, 3.24% of India and 0.921%
of the world Banana.
(calculation based on data of year 2009-10 from FAO, NHB, DAG websites)
 In 2009-10, yhe banana cultivation in the world was 93390721MT, In India was
26469500MT, In Gujarat was 3779811MT and in Anand was 860220MT.
Banan Cultivation Area
a Production (MT) (Ha.) Yield (MT/Ha.)
Contribu
Year Gujarat Anand tion rank Gujarat Anand Gujarat Anand
2006 2498776 454750 18.20% 3rd 49234 10625 50.75 42.80
2007 2912576 526185 18.07% 3rd 53422 11693 54.52 45.00
2008 3157737 585360 18.54% 3rd 57668 12195 54.76 48.00
2009 3571599 796500 22.30% 2nd 60863 13500 58.68 59.00
2010 3779811 860220 22.76% 2nd 61919 13770 61.04 62.47
2011 3952263 877391 22.20% 2nd 64680 14045 61.10 62.47
▒China produces 8% of world production of banana
▓Current status of Indian ketch-up Industry
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7. CMS DDU

8. Observations
• Every buyer dislike/not appreciate
the banana with black
marks, even though where first
stage is Negotiation of Price.
• Who wants a quality banana, for
them also where it is available?
• Prices are high in season
• Ripening with help of Carbide
- Illegal CMS DDU

9. RESEARCH METHODOLOGY
Source Of Data;
•Primary Data: Personal Interviews
•Secondary Data : Government publications,
research papers, press releases, Gov. and
Companies website
Sample Tools : Case Study Method
Sample Design: Qualitative Research,
(Non-Probability and Judgment Sampling)
: Exploratory and Descriptive
Primary Data Collection Method: Semi-Structured
Interviews
Method of contact: Personal Interview
Sampling Method : Snow Ball
Sample Size : 11
1 - Cooperative Association, 1 – Government
Organization, 3 – Private Firms, 5 – Prospectus and 1-
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International Brand

10. Variables
• Depended Variable: investment in agriculture
marketing infrastructure
• Indepeded Variable: risks and uncertainty of
returns, capital, technology, quality, lack of
awareness to invest in the sector etc.
Hypothesis
• H0: There is not a significance association between
investment in agriculture marketing infrastructure
AND risk (uncertainty of returns).
• Ha: There is a significance association between
investment in agriculture marketing infrastructure
AND risk (uncertainty of returns).
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11. • H0: There is not a significance association between investment in
agriculture marketing infrastructure AND capital.
• Ha: There is a significance association between investment in
agriculture marketing infrastructure AND capital.
• H0: There is not a significance association between investment in
agriculture marketing infrastructure AND technology.
• Ha: There is a significance association between investment in
agriculture marketing infrastructure AND technology.
• H0: There is not a significance association between investment in
agriculture marketing infrastructure AND quality.
• Ha: There is a significance association between investment in
agriculture marketing infrastructure AND quality.
• H0: There is not a significance association between investment in
agriculture marketing infrastructure AND lack of awareness to
invest in the sector.
• Ha: There is a significance association between investment in
agriculture marketing infrastructure AND lack of awareness to
invest in the sector.
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12. Case – 1 Desai Fruits and
Vegetables, Navsari
 Founded by Shri. Ajitbhai Desai, a
dynamic, visionary farmer
In 2006, With an investment of over
US$ 5,00,000 in production and farm
management
 JV with Pal & Partners, Switzerland
In 2006-07, India’s Banana export
was 11475tons.
Today, DFV is India’s largest exporter
of bananas with annual exports of
close to 10,000 MT.
 Imported Technology
GAP, HACCP, BRC CMS DDU Sources : APEDA , website of Desai F&V, ET

13. • Deepak Fertilizers picks up 49% stake in
Desai Fruits, with management Control
• The deal values the firm at Rs 124 crore.
The current market value of the facilities
and infrastructure of DFV is close to Rs
24 crores
• Agribusiness division of DFPL has Clients $
in this category are large corporate
houses located in various parts of India
such as:
Tesco, Aditya Birla Retail, Metro Cash &
Carry, Bharti Walmart, Food World, FVRL
Sources : BS/ET/Money control of dated 16th November, 2011 and website of
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Deepak Fertilizer

14. Case : 1.2
• Vendor from village
Boriya, District Anand
to Safal (fruit and
vegetable division of
Mother Dairy, Delhi) and
• Vendor from village
Kanthariya, District
Anand to Reliace Life
Science Ltd., Jamnagar
 Both are on small
scale and
procurement from
Pic. Source: Gujarat Samachar of Dated own farms only.
16th January 2012 CMS DDU

15. Case – 2.
Co-Operative Society :
Mahabanana
• Established in year 2002 at Jalgaon
• 26 co-operative societies registered
• Total base about 8000 farmer
members
 “Jain®”(FarmFresh™ ) makes 100MT
of banana puree/day and supply to
coca-cola, U.S. and that utilizes
about 230MT of banana a day.
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16. Case -3 :
Government Initiative
• In 2010, Gujarat Agro Industries Corporation
Limited, has implemented a Banana Pack house at
Ta. Jaghadia, Dist. Bharuch
• The project is implemented under the financial
assistance from APEDA and Govt. of Gujarat for
exporting of banana.
• Now, Plant is shut down. CMS DDU

17. Once upon a time Gandhiji said, “Swadesi Apnavo”
And Patel has beautifully elaborated……..
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18. Case-4: Chiquita® Brands International Inc.
 since 1876
 Revenue: $4.663 Billion (2007)
 Net Income: $49 Million (2007)
 Employees: 10,000 (2007)
 own over 15,000 hectares of banana plantations

19. Pic. Source: Facebook.com/Chiquita Cont…..
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20. Prospect’s View
Constrains;
o Risk Factor – Importer Country may
throw into a sea (due to not unloading
in proper time period and so banana
will got spoiled in this duration) and
also takes penalty for it
Vs. Philippians
o Tariff rates in European Union
o No. of Cold storages – all can use
some part (chambers) as a pack house
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21. Proposed Public Private Partnership Model
for Banana Pack House at Anand
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22. Government
Banana
N.A. Land for pack house on
R&D for tissue LEASE
culture
– low cost, high Growers Subsidy for building
infrastructure and machineries
productivity and (25%)
strengthen to fight
Pack House
Subsidy for R&D
against diseases Use Banana Comb Cutter Freight benefits, exemption in
(©CIPHET, 2006-07)
Provide Training exercise duty for export
to farmers for Cleaning Back ended Interest subsidy
Spraying of hand crowns Discount in light-bill, for first
implement Good
five years
Agricultural Practices/ with fungicide
Organic
Grading
Farming, teach using
harvesting equipment Labelling fruits with
“brand “
Refrigerated Supply
Packing and strapping
chain Value Added
Pre Cooling Van – Marking Products
Farm to processing Cold store (13’C)
Hub Banana chips
Loading the container Banana pulp
Refrigerated Van for
Facility Charge
Anand to Pipavav Banana puree
(port) and Banana powder
Ahmedabad
(airport) Banana flour
Banana juice
Banana jam
Banana pickle
Where, Banana sweet
Consumer Monetary Flow chutney
Importer Product Flow Banana fruit bar
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23. BANANA FACTS
• Anaemia :- High in iron, prevents anaemia.
• Blood pressure :- This unique tropical fruit extremely high in potassium and low
salt , hence helping to beat the BP. The USFDA has allowed the banana industry to
make official claims for the fruit ability to reduce BP and strokes. Eating banana a
day cuts the risk of stroke by 40 %.
• Brain power :- Research has shown that the potassium packed fruit can assist
learning by making pupils more alert.
• Depression :- Banana contains tryptophan, the body converts into serotonin
known to make you relax, improves mood and makes you feel happy.
• Ulcers :- It is used as a dietary food against intestinal disorders because of its
soft texture and smoothness. It is the only raw fruit that can be eaten without
distress in over chronic ulcer cases. It also neutralizes acidity and reduces irritation
by coating the lining of the stomach.
• Smoking :-Bananas can also help people trying to give up smoking, as the high
levels of Vit. C, A1, B6, B12, as well as potassium and magnesium found in them
, help the body recover from the effects of nicotine withdrawl.
• Stress :- Potassium is a vital mineral , which helps normalizing the
heartbeats, sends oxygen to the brain and regulates body’s water balance. When
we are stressed our metabolic rate rises, thereby reducing our potassium levels.
These can be rebalanced with the help of a high potassium banana snacks.

24. Nutritional composition
(per 100 gm of edible portion)
• Parameters Banana
• Moisture (g) 70.1
• Protein (g) 1.2
• Fat (g) 0.3
• Carbohydrate (g) 27.2
• Fibre (g) 0.4
• Calcium (mg) 17
• Phosphorus(mg) 36
• Potassium (mg) 88
• Iron(mg) 0.6
• Sodium(mg) Nil
• Vit. A (mg) 12
• Niacin (mg) 0.7
• Vit. B6 Rich source
• β Carotene (mg) 0.05
• Cholesterol Nil
• Energy (Kcal) 116
(Source:Nutritive value of Indian
Foods, NIN, ICMR, Hyderabad)

25. Future Scope of Study
 Build a roadmap for
Branding into niche market
 Calculate Install Production
capacity and Breakeven
analysis
restructure/modify it
accordingly needs, how this
replicate in other states.

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26. Dr. N. K. Patel, Head, CMS DDU (Faculty Guide)
Dr. H. M. Desai, Vice Chancellor, DDU and Farmer
Mr. Madhusudan Nair, Asst. Manager, GAIC
Mr. Ketanbhai Patel, Farmer and Vendor of Safal
Mr. Alpeshbhai Patel, Farmer and Vendor of Reliance
Mr. Tarunbhai Patel, Farmer
Mr. Bharatbhai Patel, Farmer
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27. Partial List Of References
Dr. B. K. Paty (2010), Public Private Partnership In Agricultural Marketing
Mr. Amit Patel, Dr. Mahendra Sharma, Ms. Maurvi Pandya, Public Private Partnership (PPP) Approach – for sustainable development of APMCs in
Gujarat, Conference on Global Competition & Competitiveness of Indian Corporate, IIMK, IIML
P V Indiresan (2003), “Vision 2020: What India can be, and How to make it happen”, ICFAI
Gujarat Agriculture-A Synoptic View (2004) Reading material for “Training Program on Agri-clinic and Agri-Business Centers”, EDI Gandhinagar/MANAGE
Surendra Singh, Balraj K. Sikka, Ravinder Kalra, ‘Public-Private Partnership for Food Supply Systems: A Case Study of Wheat Supply Chain in India’ Tennessee
State University, TN
David J. Spielman, Frank Hartwich, Klaus von Grebmer (2006), ‘Public–Private Partnerships in International Agricultural Research’, IFPRI
Michael Warner and David Kahan (2008), ‘Market-oriented agricultural infrastructure: Appraisal of public–private partnerships’ Food and Agriculture
Organization of the United Nations and Overseas Development Institute, U. K.
Frank Hartwich, Carolina Gonzalez, And Luis-Fernando Vieira (2004) ‘Public-Private Partnerships For Innovation-Led Growth In Agrichains: A Useful Tool For
Development In Latin America?’ IFPRI,Washington
Andy Hall (2006), Public private sector partnerships in an agricultural system of innovation: concepts and challenges, working paper series, United Nations
University, Netherlands
Sharma, Vijay Paul, Jain Dinesh (2010), High-Value Agriculture in India: Past Trends and Future Prospects
Sharma Vijay Paul, India’s Agrarian Crisis and Smallholder Producers’ working paper number WP2007-08-01 of IIMA
Krishna, Vijesh V., Qaim, Matin (2007), Potential Impacts of Bt Eggplant on Economic Surplus and FarmersÂ’Health in India, American Agricultural Economics
Association (New Name 2008: Agricultural and Applied Economics Association) in its series 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon TN
with number 9909
Marco Ferroni and Paul Castle, Public-Private Partnerships and Sustainable Agricultural Development Syngenta, Foundation for Sustainable
Agriculture, Schwarzwaldallee 215, 4058 Basel, Switzerland
Rich, Karl M., Narrod, Clare A. (2010), The role of public–private partnerships in promoting smallholder access to livestock markets in developing countries
10008, International Food Policy Research Institute, Washington DC
T. Koti Reddy (2007), Challenges to Indian agriculture : future strategy, ICFAI Business School, Hyderabad in journal of University of the Philippines School of
Economics and Philippine Economic Society, Volume (Year): 44 (2007) Issue (Month): 2 (December) Pages: 149-169
Yoginder Alagh (2007), Natural Resource Conservation, Use and Sustainability in Drylands, the conference on Natural Resource Conservation Use and
Sustainability in Drylands
Bachev, Hrabrin (2010), Needs, Modes and Efficiency of Economic Organizations and Public Interventions in Agriculture, working paper no. 25979 of University
Library of Munich, Germany,
Chowdhury, Shyamal Gulati, Ashok Gumbira-Sa'id, E., (2005), High value products, supermarkets and vertical arrangements in Indonesia, International Food
Policy Research Institute (IFPRI) in its series MTID discussion papers with number 83
Singh, Saurabh (2009), Integrated Agribusiness Model- A Public Sector Success Story of Instructional Dairy Farm, AIMA Journal of Management and Research
[AJMR] E-Journal ISSN:0974 – 9497 3/4.5(2011)
Rowena T. Baconguis (2007), Extension Delivery System in a Layer and Swine-Based Farming Community: The Case of San Jose, Batangas, East Asian Bureau of
Economic Research in its series Microeconomics Working Papers with number 1723
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Adriano, Fermin D. (2008), CARP Institutional Assessment in a Post-2008 Transition Scenario: Toward a New Rural Development Architecture, Philippine
Institute for Development Studies in its series Discussion Papers with number DP 2008-06

28. http://www.sciencedirect.com/science/article/pii/S0306919208000778
http://www.business-standard.com/india/news/gujarat-farmers-await-agri-policy/288617
http://en.wikipedia.org/wiki/Public%E2%80%93private_partnership
http://www.pppindiadatabase.com
http://www.ifpri.org/publication/food-safety-requirements-african-green-bean-exports-and-their-impact-small-farmers?print
http://www.agriculturelaw.com/links/dictionarya-f.htm
http://www.financialexpress.com/news/story/174312
http://www.farmingfirst.org/tag/public-private-partnership/
http://www.downtoearth.org.in/content/contract-farming-and-ppp-can-rev-agricultural-economy
http://www.mdpi.com/2071-1050/3/7/1064/pdf
http://www.econ.upd.edu.ph/
http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/21442132562011-07-02.pdf
http://www.esocialsciences.org/Download/repecDownload.aspx?fname=Document13012007530.6216242.pdf&fcategory=Articles&AId=814&fref=repec
http://mpra.ub.uni-muenchen.de/25979/
http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/2007-08-01Sharma.pdf
http://www.aaea.org
http://mpra.ub.uni-muenchen.de
http://www.eaber.org/intranet/documents/40/1723/
http://www.farmfoundation.org/
http://www.pids.gov.ph/
A Book titled, Agricultural and Natural Resource Economics; Environmental and Ecological Economics
Occasional paper- 6 titled, Export Potential of Fruits, Vegetables and Flowers From India by M.Dattatreyulu, NABARD, Mumbai
Banana Exports from Latin America and the Caribbean; the market, the evolving policy framework and development options, FAO, IICA, WB, 1998
www.fao.org/economic/worldbananaforum
http://agriexchange.apeda.gov.in/
Gujagro.org
en.wikipedia.org/wiki/Goldfinger_banana
http://www.honduras.com/fhia/banana.htm
www.eximbankindia.in/aea-jul09.pdf
http://www.export-help.cec.eu.int
http://www.foodmarketexchange.com
www.motherdairy.com
www.rellife.com
www.msamb.com/english/export/mahabanana.htm
www.jains.com/fruit/banana.htm
www.desaifv.com
http://www.saarrthie.com/
http://www.moneycontrol.com/stocks/stock_market/corp_notices.php?autono=495970
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http://www.business-standard.com/india/news/deepak-fertilisers-picks49-stake-in-desai-fruits/455555/

29. Post harvest management and value
addition to our unique agricultural wealth
can bring prosperity to rural (real) India
“Healthy People, Wealthy Farmer”
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30. REQUEST FOR FEEDBACK
Esteemed & Most Respected Reader,
At the very outset,
I would like to take this opportunity to
request to your good self to supply your critical
comments & suggestions about the report
prepared, on my e-mail 06ft340@adit.ac.in for
further improvements in the interest of research
Hoping an appropriate consideration
Thanking you profoundly
Best regards,
Ronak Thakkar

31. First Deputy Prime
Minister, Sardar Patel
strongly believes that,
“If Marketing
Revolution for
Agriculture Produce
can be carried out
then it would be
beneficial to
Farmers and it is
very important”
Source: “I too had a dream”, An Autobiography of Dr. V. Kurien
“General economic development requires rapid agricultural development”
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