Sahaja Aharam Producer Company

1. Sahaja Aharam
Building producers markets

2. The problem
• High (economic and ecological) cost of production and low returns
• Small holders without much assets
• Access to knowledge, finance and markets low
• Problems in last mile delivery of support services and in first mile aggregation
of produce
T H E O P P O R T U N I T Y
• Building alternate models of production and marketing
• Larger employment potential
• Collectivisation

3. Centre for Sustainable agriculture
http://www.csa-india.org
• Not for Profit Trust working with 25,000 farmers
directly and support about 75,000 farmers through
services
• Core work Andhra Pradesh, Telangana and
Maharashtra
• Support Services in Karnataka, Himachal Pradesh,
Sikkim, Tripura, Assam and Nagaland
• Working on Organic Farming and Producer Collectives
• Work with government programs for scaling up
• Work with governments on improving public policies
Innovations in farming Sustainable livelihoods Community Enterprises Public Policy
FPOs promotion
Organic Transition
FPOs Support
Policy Research

4. Sustaining Farmers Collectives
• Ecosystem to build robust FPOs
• Converging Services and programs-
Organisations, start ups etc
• Digital Platforms
• Nurturing and mentoring FPOs
• Building Rural Leadership
NCDC
FPO Academy
RySS
As promoting organisation
(NABARD, NRLM)
Telangana | Maharashtra | AP
As CBBO
(NABARD, SFAC, NCDC)
AP | Telangana | Karnataka
156
As Resource Support Agency
(NABARD, NRLM)
Telangana | Maharashtra | AP
38
22
Independently promoted
(CSA)
Hyderabad
1

5. Pathways for change
Sustainable Livelihoods
• Agroecological approach to farming
• Organic/Natural Farming
• Integrated farming systems
• Building entrepreneurship
• Farm allied
• Sheep and goat
• Backyard poultry
• Dairy
• Off farm enterprises
• Bioinputs
• Food processing
• Non farm enterprises
• Personal care products
• Health care products
Community Institutions
• Farmer Groups
• Farmer producer Organisations
• Federations of FPOs
• Organic Retail
• Farmers Markets
• Food hubs
• Storage
• Processing
• Packing
• Support Systems
• Kisan Mitra Helpline
• IT tools
25,000 farmers
50,000 ha
25 Promoted
35 initiated
2 Federations
164 FPOs supported
8 states

6. Over all approach
Master Farmers
Training of Trainers
• Two training a year
• Two reviews
• Quarterly field visits
• Resource material
• Weekly advisories
• Trouble shooting
Farmer Field Schools
at group level
Practicing Farmers
Production
Planning
Production Data
Cluster Level
Market linkages
• Brand building
• Quality Assurance
• Market linkages
Farmer Service Centres
Integrated Processing Facilities
Year 1
Pest Surveillance and
Farm Advisories
Year 2
onwards
(Farmer Producer Organisation)
(Federation of
Farmer Producer
Organisations)

7. Farm and
Farmer
Crop 1
Crop 2
Livestock
Sustainable
Production
Processing
& Storage
Branding
&
Packaging
Sales &
Distribution
Sustainable
Production
Processing
& Storage
Branding
&
Packaging
Sales &
Distribution
Sustainable
Production
Processing
& Storage
Branding
&
Packaging
Sales &
Distribution
B2B
B2B2C
B2C
Local
Market
Less than 15% of value, highest risk More than 85% of the value
Risk Reduction
Key challenges

9. Federations of FPOs
Organic Producers Company Fresh Fruits and Vegetable
Producers Company

10. 10
India’s first Farmer Owned Organic Retail Chain since 2009
Sahaja Aharam Producer Company is a federation of 23 organic farmer producer organizations in Andhra
Pradesh, Telangana and Maharashtra and owns end-to-end supply chain from Seed to final product sourced
from 100% certified member organic farms and processed at exclusive certified Organic Processing facilities.
Farm harvest is aggregated at FPO sorted, graded and moved to the Organic Food Hubs, processed, packed and
supplied to our distribution hubs to reach retail stores and end consumer groups
100% Organic Foods
Procured from certified organic
farmers and can be traceable to the
farmer group
Processed in Own Foodhubs
Processed at Foodhubs
exclusive Organic Foodhubs
owned by SAPCO or farmers
Ensuring Fair Trade
Shorter and efficient supply chains to
ensure that producers gets more than
50% of the consumers price
Fresh from Organic Farms
Fruits and Vegetables supplied
from farms to consumers in less
than 18 hrs from harvesting

11. the Institution
Sahaja Aharam
• Federation of Organic Farmers
Producers Organisations and
consumers organisations
• Promoted by Centre for
Sustainable Agriculture
• Working with 14,850 Farmers
• 10,000 Fully organic and others
are in the process of shift
• Expecting to reach 50,000
farmers by 2025
• SAPCO:
• Helping Organic farmers to
sell their produce directly to
consumers by various ways
• Create infrastructure facilities
for processing and developing
products
• Shared knowledge base

12. BioVillages
Villages where all farmers are organic for over 3 years
• Telangana
• Enebavi, Jangoan Mandal and District
• Andhra Pradesh
• Vepada Mandal, Vizianagaram dist
• Saravani Palem, Kotayya Garuvu, Chittivani palem, Pothavani
palem, Venkayyapalem
• Many more in the process
Focus on village level transformation

13. 01
02
03
04
05
Sahaja Aharam
Production/Collection
Growing Organically/naturally
Bulk Sales
Wholesale, white labelling
Manufacturing
Making ready to cook, ready
to eat products
Packing labelling
Produce details, Traceability
(Quality Norms, Producers,
Ecological Food Prints)
International Market
Add health to your life
Aggregation
Collection and storage
Primary Processing
Cleaning, grading, processing,
packing
Primary Produce Marketing
Labelling and marketing
Retail Marketing
Exclusive stores, Franchise, other stores

14. Boddham FoodHub
• Harita Coop
• Brahmalingeswara Coop
• Giri Coop, G. Madugula
• Vepada Tribal FPC, Vepada
Kallem FoodHub
•Suraksha fpc – Mulugu
•Safe food fpc – Siddipet
•Jagdevpur fpc – Jagdevpur
•Talamadugu fpc – Adilabad
•Bellampalli fpc – Mancherial
•Etigadda fpc – Kamareddy
•Nelathalli fpc - Yadadri Bhongir
•Adarsha Enebavi fpc – Jangaon
•Devarampalli fpc – Vikarabad
•Thummalapalli fpc - Vikarabad.
•GreenDunia, Kallem
Pulivendula FoodHub
• Talupula FPC – Anantapur
• Proddatur FPC – Kadapa
• Vempalli FPC – Kadapa
• Vemula FPC - Kadapa
• Sevalal Coop – Anantapur
• Gayatri Coop- Kadapa
Naguladinne FoodHub
• Thungabhadra Coop
Organic Foodhubs

15. Processed at Integrated Foodhubs
Boddam | Pulivendula | Naguladinne | Kallem

16. Solar
power
processing
Onion Storage Banana Fibre extraction Cotton Ginning Solar Drying

17. Value
Addition

18. Traceability: Food Safety Practices and Producers
• Each product carries organic certification (ICS/PGS System) in
production and processing
• Each packet carries a QR code which gives information about which
group of farmers has produced it and the batch no gives the
processing facility where the product is processed/manufactured
• Second QR code carries the information about the ecological foot
print in production quantifying the ecological benefit compared to
other packets in the markets

19. www.sahajaaharam.com
• Hyderabad
• Tarnaka
• Kharkana
• Kukatpally
• Vishakapatnam
• MVP Colony
Sahaja Aharam Retail
Shops | Online | Mobile

20. Online Stores
• Currently available in
Hyderabad and
Vishakhapatnam
• Bulk orders for
outside customers

21. Mobile Store
• Store built on a truck
• Facilities for storage,
display, tracking,
billing etc
• Weekly locations

22. The Products
▪Cereals
▪Millets
▪Oilseeds
▪Cold Pressed Oils
▪Sweeteners: Honey, Jaggery, Sugar
▪Spices: Chillies, Turmeric, Spice
▪Ingredients: Masalas
▪Processed foods:
• Ready to Eat: Snacks, Bakery
• Ready to Cook: Dosa/Idli mix, Batter,
Chutney powders etc
• Health Foods: Ragi malt, nutri laddu etc
• Fresh fruits and Vegetables
Branded Products | White Labelled | Raw Material

23. Different Rice Varieties
• Fine rice: Sona Masuri , HMT, Jai Sriram
• Diabetic Rice: Telangana Sona (low glycaemic index)
• Medicinal Rice: Red rice (Navara)
• Other Speciality Rice: Chittimutyalu (frangrance)
Each processed in three different processing qualities
Brown Rice Semi Polished Rice White Rice
Pack size
2 Kg | 5 Kg | 25 Kg
Organic Speciality Rice

24. Bajra
Foxtail Millet (Korra) Finger Millet (Ragi)
Browntop Millet Kodo Millet (Arika) Barnyard Millet (Ooda)
Little Millet (Sama)
Proso Millet (Variga)
Yellow Jowar White Jowar
Organic Millet Grains
Pack size
500 g | 1 Kg

25. Rice Flour
Besan/Chana Flour
Ragi Flour
Whole Wheat Flour
White Jowar Flour Yellow Jowar Flour Bajra Flour
Millet Flours
Other Flours
Cereal Flours
Multigrain Flour
Organic Flours and Suji
Pack size
1 kg | 5 Kg
White Jowar Ravva Wheat Ravva

26. Gingelly Oil
Organic Cold Pressed Oils
Groundnut Oil
Sunflower Oil Safflower Oil Pack size
1 Kg | 5 Kg

27. Turmeric Coriander (Dhaniya) Red Chilli Powder
Cumin (Jeera) Black Pepper
Cinnamon Poppy (Khuskhus) Black Cloves
Cardamom
Tamarind
Organic Spices and Condiments
Pack size
10 g | 50 g | 100 g
Pack size
500 g | 1 Kg
Rock salt

28. Brown Sugar
Jaggery Blocks Jaggery Powder
Organic Sweeteners
Pack size
500 g | 1 Kg

30. Organic Bakery
Cookies | Cakes | Breads | Puffs
Made with whole wheat/Millets

31. Organic Snacks

33. Organic Masalas and Spice Powders
Pack size
200 g

34. Personal care and Health care products

36. Procurement & Collections
• Receipt of material
• Cleaning, Grading
,packing and
dispatch as per the
indent provided by
Be’nishan
Farmers VLPC Federation– Be’Nishan Buyers
Material Flow
Payment Flow
D+4 D+10
D+15
FPCs Managed Federation Managed
• Farmers supply the
harvest on the
planned date to
VLPCs
• Pricing informed to
the farmer and
payment transferred
within 4 days
• Receives material and
segregates into LOTs
based on indent from
MRTs and processing
units.
• Fresh F&V are supplied
on (D-1) day.
• Grade A material is
supplied to MRTs and
processing units as
per indent.

37. logistics

39. Vehicle for sale of vegetables

40. Collection Centres
• Collection
• Grading
• Transportation
Images courtesy: Be’Nishan
Producer Company

41. Organic Seedhub

42. Dorli, Wardha dist, Maharashtra
Mulugu, Siddipet dist, Telangana
Enebavi, Jangoan dist, Telangana
Varanasi, Utter Pradesh

43. Technology Support
Market Linkages
Financial Linkages
• Training and Capacity Building
• Weekly Farm Advisories
• Diagnostics as and when required
• Thrift and Credit linkage
• Insurance
• Schemes and subsidies
• Aggregation , sorting and grading
• Bulk buyers
• Better price realisation
Basic
Support
Services
FPO Market Place
Seeds
Bioinputs
Farm Machinery
Other needed material
Farm Inputs
Farm Outputs
Fresh fruits and Vegetables
Food grains
Others
Entrepreneurship
Individual and Group
• Seed Production
• Bio inputs
• Livestock
• Food processing
Certification
Quality Management
• Farms
• Wild collections
• Processing facilities
• Farm Inputs
Digital Tools
eKrishi
• FPO ERP
• Pestoscope
• Roots
• GEO
• Traceability
Building an ecosystem to build robust FPOS

44. 06. Access to entitlements
▪ Improving access to govt support and
entitlements
▪ Addressing special needs of vulnerable groups
▪ Schemes, compensations and subsidies
01. Extension Services
▪Trainings on sustainable production
▪Surveillance and farm advisories
▪Problem Diagnostics
05. Custom hiring Services
02. Input sales
04. Access to Finance 03. Market Linkages
▪ Quality management for ICS/PGS
▪ Connecting to buyers
▪ Aggregation, grading and storage
Farmer Service Centers
FPOs/Entrepreneurs

45. Farmer Service Centre
Haritha, Brahmalingeswara, Vepada FPOs

46. Farmers Service Centre, Anantgiri
Anantgiri Farmer Producer Company

47. Solar power in agriculture

48. Farm Advisory Service
Kisan Mitra
Farm Advisory
Service
Weather Data
Advisory from
AKPS
Local AWS Pest and Disease
Surveillance
Light trap Sticky trap Pheromone trap
Diseases Field
Monitoring
Mobile
Application Insects Field
Monitoring
Helplin
e
Market
Information
Local
Market
Local
Market
Agri Univ & Dept of
Agril
Audio and Text Messages in Local
Language
Vepada (APSDS)
SKRS puram (CSA)
Conventional Produce
Organic Produce

49. eKrishi-sustainable farming solutions
• A Plug and Play IT platform for
managing entire supply chain
• Most of the content free for use
• Open source architecture
• Multifunctionality with single log in
• Available on all devices-mobile,
computer etc
• Can integrate with other solutions

50. Crop menu
Farmer can choose the
crop to find the disease or
send a query through
photo/audio/video
Problem identifier
Query
Photo/Video of plant part and
question in text or audio
Problem solution
Query
Expert view
Expert Response
Solution Details
Options
Farmer Locator
locate users
with same
crop/adopting
similar practices

51. Membership
Management
Project
Management
Manufacturing
& Inventory
Knowledge
Management
Data Analytics
Intelligence
Certification
Traceability
Financial
Management
Market Place
Point of Sale
Legal
Compliances

52. Organichub

53. 53
PGS Regional Council

54. 5
4

55. Thank you
55
http://www.csa-india.org http://www.sahajaaharam.com http://www.grameenacademy.in
Call on 8500 68 3300
8500 78 3300
8500 98 3300
csa@csa-india.org
pgs@csa-india.org
info@sahajaaharam.in
organicmandi@csa-india.org
grameen@csa-india.org