BUSINESS PLAN PRESENTATION

PRESENTED BY :-

TEJAS KOTWAL 13104
CHETAN CHAUDHARI 13118
GOVIND RATHI 13119
LT COL R CHAKRABORTY 13162

FOR YOUR BUSINESS TO GROW IT SHOULD
FLOW LIKE A MIGHTY RIVER GUSHING AND
SPLASHING...... WASHING AWAY ALL
OBSTACLES ALONG THE WAY IN ITS
MIGHTY FORCE.....
.....AND NOT LIKE A SMALL TRICKLE WHERE
EVEN THE SMALLEST OPPOSITION CAN PUT
YOU OUT OF BUSINESS
NEERA:
THE DRINK OF THE FUTURE
AIM AND OBJECTIVE
OF THE PROJECT
AIM

TO PRODUCE NEERA UTILIZING MODERN
TECHNOLOGY AND TO MAKE AVAILABLE
PROCESSED COCONUT NEERA AND ITS VALUE
ADDED PRODUCTS IN ATTRACTIVE CONSUMER
PACKS IN ALL METROPOLITAN CITIES IN INDIA.

OBJECTIVES


SETTING UP OF AN INTEGRATED UNIT FOR
COCONUT NEERA AND ITS VALUE ADDED PRODUCTS
FUNCTIONING THROUGH FARMER PRODUCER
ORGANIZATION.
MAXIMUM UTILIZATION OF COCONUT CROP FOR
PRODUCING A DIVERSE RANGE OF VALUE ADDED
PRODUCTS FROM NEERA.

VISION AND MISSION
VISION STATEMENT:
TO BE THE LEADING PRODUCER OF AGRO
BASED HEALTH DRINKS IN INDIA.

MISSION STATEMENT:
TO MAKE AND SELL FINEST QUALITY NEERA
WITH THE COMMITMENT TO MAINTAIN ITS
HIGH NUTRITIONAL VALUES

INTRODUCTION
INDIA STANDS FIRST IN PRODUCTIVITY
(8936 NUTS/HA) AND PRODUCTION (16943
MILLION NUTS) AND THIRD IN AREA UNDER
COCONUT.
THE CROP CONTRIBUTES MORE THAN RS
8000 CRORES ANNUALLY TO THE GDP AND
EARNS VALUABLE FOREIGN EXCHANGE TO
THE EXTENT OF RS 2000 CRORES BY WAY
OF EXPORT OF COCONUT PRODUCTS.
INTRODUCTION
THE CONTRIBUTION OF THE CROP TO THE
VEGETABLE OIL POOL IN THE COUNTRY IS ABOUT 5
PER CENT AND THE CROP SUSTAINS 10 MILLION
PEOPLE OF THE COUNTRY THROUGH CULTIVATION,
PROCESSING, MARKETING AND TRADE RELATED
ACTIVITIES.
UNDER THESE CIRCUMSTANCES, THE CROP HOLDS
MUCH VALUE IN THE INDIAN ECONOMY.

INTRODUCTION

IN INDIA KERALA HAS THE LARGEST AREA
UNDER CULTIVATION OF COCONUT AT 8.2
LAKH HA AND OCCUPIES THE NUMBER ONE
POSITION IN PRODUCTION AMONG THE
INDIAN STATES.
IN ADDITION THERE IS SUBSTANTIAL
GROWTH OF COCONUTS IN STATES OF
MAHARASHTRA, TAMIL NADU, NORTH
EASTERN STATES.

INTRODUCTION
EXPLOITING THE POTENTIAL OF THIS CROP TO
ENABLE PRODUCTION OF VALUE ADDED
PRODUCTS WILL HELP IN PROTECTING THE
FARMERS FROM THE ANNUALLY RECURRING
PRICE FALL DURING THE PEAK PRODUCTION
MONTHS.
IT IS IN THIS CONTEXT THAT PRODUCTS FROM
THE COCONUT INFLORESCENCE SAP LIKE
NEERA GAINS IMPORTANCE.

INTRODUCTION
COCONUT CULTIVATION IN INDIA IS
UNDERTAKEN MAINLY IN SMALL AND
MARGINAL SCATTERED HOLDINGS.
THIS HAMPERS THE PROSPECTS OF PROCESSING
AND VALUE ADDITION IN COCONUT.
FURTHER, THE MINDSET OF THE TRADITIONAL
COCONUT GROWER IS SOATTUNED TO
PROCESSING FOR COPRA AND COCONUT OIL
THAT THEIR THOUGHTS DO NOT GO OUT OF
THIS OIL CIRCLE.BUT COCONUT IS NOT JUST AN
OILSEED CROP.
INTRODUCTION
IT IS IN THIS CONTEXT THAT PRODUCTS FROM THE
COCONUT INFLORESCENCE SAP LIKE NEERA, COCONUT
PALM SYRUP, HONEY, JAGGERY, COCONUT SUGAR ETC
GAINS IMPORTANCE. NEERA IS THE NON-ALCOHOLIC
AND NUTRITIOUS DRINK FROM THE IMMATURE
INFLORESCENCE OF COCONUT WHICH CAN BE
PROMOTED DUE TO ITS POTENTIAL FOR VALUE
ADDITION. PRODUCTS LIKE COCONUT FLOWER SYRUP,
JAGGERY, HONEY AND COCONUT PALM SUGAR ARE
PRODUCED FROM NEERA.

COMPANY SUMMARY

PLANT LOCATED AT KONKAN AREA OF MAH.
MEMBERS : 4
DIRECTORS : 4
MANPOWER : 52
PRODUCT : NEERA AND OTHER
RELATED BY-PRODUCTS

NEERA

NEERA, THE SWEET SAP OF THE COCONUT PALM, IS FAST BECOMING A
POPULAR DRINK ON ACCOUNT OF ITS HIGHLY NUTRITIVE VALUE, DELICIOUS
TASTE AND AGREEABLE FLAVOR. IT IS OBTAINED BY TAPPING THE UNOPENED
INFLORESCENCE OF THE COCONUT PALM.

IT IS A NON- ALCOHOLIC AND NUTRITIOUS DRINK. NEERA IS A RICH SOURCE
OF SUGARS, MINERALS AND VITAMINS. IT IS SWEET AND OYSTER WHITE IN
COLOUR AND TRANSLUCENT.

IT IS TAPPED FROM THE COCONUT INFLORESCENCE AND IS FILTERED,
PASTEURIZED, AND BIO PRESERVATIVES ADDED TO PRESERVE THE PRODUCT.
TREATED NEERA CAN BE PRESERVED IN CANS UPTO 2 MONTHS AT ROOM
TEMPERATURE. IT CAN BE PACKED IN GLASS BOTTLES.

USES OF NEERA
DELICIOUS HEALTH DRINK
GOOD FOR DIGESTION, FACILITATES CLEAR
URINATION AND PREVENTS JAUNDICE.
LOW GLYCEMIC INDEX (GI OF ONLY 35) AND
HENCE DIABETIC-FRIENDLY
ABUNDANT SOURCE OF MINERALS
17 AMINO ACIDS, VITAMIN C,
BROAD-SPECTRUM B VITAMINS
IT CAN BE USED AS AN IDEAL SWEETENER

Composition of Neera
Total solids (g/100 ml) 15.2 to 19.7
pH 6 to 6.5
Specific gravity 1.058 to 1.077
Total sugars (g/100 ml) 14.40
Original reducing sugars (g/100 ml) 5.58
Total reducing sugars (g/100 ml) 9.85
Total ash (g/100 ml) 0.11 to 0.41
Citric acid (g/100 ml) 0.50
Alcohol (in %) nil
Iron (g/100 ml) 0.15
Phosphorus (g/100 ml) 7.59
Ascorbic acid (mg/100 ml) 16 to 30
Total protein (g/100 ml) 0.23-0.32
BY-PRODUCTS
COCONUT NEERA

COCONUT HONEY

COCONUT SUGAR

TECHNOLOGY
AVAILABLE WITH :-
CDB INSTITUTE OF TECHNOLOGY
SCMS INSTITUTE OF SCIENCE AND
TECHNOLOGY
DEFENCE FOOD RESEARCH LABORATORY
KERALA AGRICULTURAL UNIVERSITY
CENTRAL PLANTATION CROPS RESEARCH
INSTITUTE (CPCRI)

TECHNOLOGY
USING VARIOUS TECHNOLOGIES NEERA CAN BE
PROCESSED AND PRESERVED IN ITS NATURAL FORM TO
RETAIN ITS NUTRITIONAL CONTENT AND TASTE.

THE SHELF LIFE IS EXTENDED BY 2 MONTHS BY USING
TECHNIQUES LIKE CENTRIFUGING,PASTEURIZATION.

TECHNOLOGY FOR PROCESSING AND PRESERVATION OF
NEERA HAS BEEN DEVELOPED BY CENTRAL FOOD
TECHNOLOGICAL RESEARCH INSTITUTE, MYSORE.
TECHNOLOGY
THE PROCESS ENSURES HYGIENIC COLLECTION OF
SAP USING ANTI FERMENT AGENTS APPROVED BY
FSSAI.
THE FRESH COCONUT SAP COLLECTED IN A
MANNER THAT COULD BE TRANSPORTED IN
AMBIENT CONDITIONS TO THE FACTORY SITE.
THE COCONUT SAP IS PROCESSED INTO A NON
ALCOHOLIC NUTRITIOUS DRINK THROUGH
CENTRIFUGAL FILTRATION AND PASTEURIZATION AT
THE DESIRED TEMPERATURE AND PACKED INTO
CONSUMER PACKS
MODUS OPERANDI
TRAINING PROGRAMS INCLUDING THEORY
AND PRACTICAL SESSIONS FOR FRESHERS AS
WELL AS FOR TRADITIONAL TODDY TAPPER TO
EQUIP THEM AS NEERA TECHNICIANS.
AS A RESULT A TEAM OF MENTALLY AND
PHYSICALLY FIT NEERA TECHNICIANS WILL BE
AVAILABLE FOR NEERA TAPPING.
MODUS OPERANDI
NEERA COLLECTION :-
NEERA COLLECTION IS A STEP BY STEP PROCESS IN HYGIENIC
CONDITIONS.
A) SELECT THE MATURE INFLORESCENCE AND REMOVE
UNWANTED LEAF FROM SURROUNDINGS OF INFLORESCENCE
B) REMOVE THE TIP OF INFLORESCENCE USING KNIFE
C) APPLY THE DISINFECTANT ON THE INFLORESCENCE AND
NEIGHBORING AREA USING SPRAYER
D) WIPE IT USING COTTON
E) BEAT THE SPADIX TO ENSURE SMOOTH FLOW OF NEERA





NEERA COLLECTION :-

F) APPLICATION OF GLOVES AND OPENING OF STERILIZED CLAY
G) APPLICATION OF STERILIZED CLAY
H) PUT ANTI-FERMENT SOLUTION INTO THE COLLECTING VESSEL
I) KEEP THE VESSEL ON THE TOP OF THE INFLORESCENCE FOR
COLLECTING NEERA
J) POUR THE COLLECTED NEERA INTO TRANSPORTATION VESSELS
FOR FURTHER PROCESSING
K) REMOVE THE EXCESS OF COLLECTED NEERA BY WASHING WITH
DISTILLED WATER (3 TIMES)
L) AGAIN PUT ANTI-FERMENT SOLUTION INTO THE COLLECTING
VESSEL
M) FIT THE COLLECTING VESSEL ON TOP OF THE INFLORESCENCE.
PROCESS FLOW FOR NEERA
MANUFACTURING
Collection of sap
(using anti
fermenting agent)
Chilling at 4oC
Quality and
quantity checking
Separation (based
on quality)
Centrifugation (at
8000-10000 rpm)
Deodorisation
Pasteurization
(80oC, 15
minutes)
Addition of
additives
Cooling and
packing
Neera drink
PRESERVATION AND PACKING

Neera collection in
HDPE cans
Transportation of neera in
insulated ice boxes

Centrifugation filtration of
Coconut Neera
Storing of raw Neera in chillers


PRESERVATION AND PACKING
Centrifugation filtration
of Coconut Neera
Pasteurization of Coconut
Neera
Preservative treatment
of Neera

Storage of packed Neera
Packing of neera in Automatic filling
machine

Business Model
Average yield is expected to be in the range of 2-4
ltr per day per tree.
Proposed Plant capacity is 2000 ltr/day.
Considering 2.5 ltr of avg yield per day per tree 800
tress are to be tapped.
Rs 500 per palm (yielding 2.5 ltr per day) per month
are proposed as remuneration for the farmer
Considering 70% conversion of Neera to final
product, plant output is pegged at 1400 ltr per day.
250ml bottles are planned at the rate of
Rs.20/bottle.
MARKET DEMAND

COCONUT NEERA ALREADY ENJOYS AN EXCELLENT MARKET
POTENTIAL IN COUNTRIES LIKE SRI LANKA, MYANMAR, THAILAND,
PHILIPPINES AND OTHER PACIFIC COUNTRIES.

COCONUT NEERA, IF INTRODUCED IN INDIA IN THE RIGHT
PERSPECTIVE IS BOUND TO CREATE A HUGE MARKET POTENTIAL AS
A HEALTH DRINK AND AS A BASE FOR MANUFACTURE FOR VALUE
ADDED COCONUT PRODUCTS LIKE CONCENTRATED SYRUP, SUGAR,
HONEY ETC WHICH HAS WIDE EXPORT POTENTIAL IN USA, EUROPE
AND AFRICAN COUNTRIES.


MARKET DEVELOPMENT

PRESENTLY NEERA IS NOT LOOKED UPON AS A DRINK OF MASS
CONSUMPTION DUE TO ITS LIMITED VISIBILITY AND LACK OF
AWARENESS

COCONUT NEERA AND ITS VALUE ADDED PRODUCTS CAN BE
POSITIONED IN THE MARKET FOR THE TARGETED SECTION LIKE
HEALTH CONSCIOUS PEOPLE, DIABETIC PATIENTS, KIDS AND
YOUNGSTERS AS A NATURAL NUTRITIVE PRODUCT TO REPLACE
SOFT DRINKS, ALSO SUGAR AND HONEY AFTER VALUE ADDITION.

THERE IS BOUND TO BE A GROWING MARKET TREND FOR
COCONUT NEERA AND ITS VALUE ADDED PRODUCTS IN
BEVERAGES, FOOD, BAKERY AND CONFECTIONARY INDUSTRIES.


MARKET POTENTIAL
INDIA HAS ABOUT 130 MILLION PALM TREES.
HEALTH DRINK MARKET IN INDIA IS A FAST
GROWING MARKET AND NEERA COULD BE
MARKETED AS A HEALTH DRINK WITH ALL
NATURAL INGREDIENTS.
COCONUT NEERA ENJOYS A WIDE MARKET
POTENTIAL IN COUNTRIES LIKE USA, EUROPE
AND AFRICAN COUNTRIES.
MARKET PROMOTION

AVAILABILITY OF LOCAL MARKETS LIKE
SUPERMARKETS, HYPER MARKETS, ETC.
REACH OUT TO KIDS AND YOUNGSTERS
THROUGH CANTEENS, MALLS ETC
USE OF EXISTING MARKET AMONG TOURISTS
INTRODUCTION AS EXOTIC PRODUCTS IN
LUXURY HOTELS, CLUBS AND RESORTS.

SITUATION ANALYSIS
1. TARGET MARKET SUMMARY:-

THE DRINK WOULD BE MARKETED KEEPING
FOCUS UPON THE MIDDLE AND UPPER CLASSES.

IT WILL BE POSITIONED AS A DRINK THAT IS
HEALTHY, TASTY AND ALSO FUN TO HAVE KEEPING
IN MIND THE POTENTIAL OF THEHUGE YOUNG
POPULATION.

SITUATION ANALYSIS
2. MARKET NEEDS:-
THERE HAS BEEN A GROWING AWARENESS ABOUT
THE ILL-EFFECTS OF CONSUMING CARBONATED
DRINKS.

REALIZATION OF THE NEED FOR NUTRITIONAL
INTERVENTIONS IN DAILY LIFE.

WITH RISE IN DISPOSABLE INCOMES,CHANGING
LIFESTYLES DEMAND FOR NON ALCOHOLIC
BEVERAGES IS BOUND TO INCREASE.

SITUATION ANALYSIS
3. MARKET TRENDS:-

WITH RISING INCOME LEVELS,CHANGING LIFESTYLES AND
A YOUNG POPULATION THERE HAS A SHIFT TOWARDS
HEALTHY FOODS.

EVEN BIG FIRMS LIKE COCACOLA AND PEPSI INVESTING
HEAVILY INTO HEALTH DRINKS.

PRESENT PER CAPITA CONSUMPTION IS VERY LOW
COMPARED TO OTHER MARKETS,HENCE TREMENDOUS
GROWTH POTENTIAL IN FUTURE.

SITUATION ANALYSIS
4.MARKET GROWTH:-

GROWTH RATE OF CARBONATED DRINKS
DECELERATED AT 15-20 % OVER LAST 3 YRS.

NON CARBONATED DRINKS ARE SET TO GROW AT A
CAGR OF 35%

NON CARBONATED DRINKS SECTOR SET TO GROW
TO 54000CR BY 2015 FROM 22000 IN 2012.
COMPETITION OVERVIEW
COMPETITION WOULD EXIST ON 2 FRONTS:
1) DIRECT:
GOVT SUBSIDIZED NEERA SOLD BY LOCAL SELLERS.
PEPSICO AND COCA COLA PRODUCTS
ENERGY DRINKS LIKE BURN,GLUCOND,ETC.
2) INDIRECT:
AERATED BEVERAGES LIKE COKE AND PEPSI.
THEY COULD BE A PART OF CARBONATED DRINKS.


MARKETING STRATEGY
AS A NEW ENTRANT INTO THE NICHE MARKET,
MARKET PENETRATION WOULD BE THE CHIEF
GOAL.

HIGH NUTRITIONAL VALUE AND OTHER HEALTH
BENEFITS TO BE THE MAIN USP.

THE TARGET MARKET WOULD BE MIDDLE AND
UPPER CLASSES WHO ARE WILLING TO PAY A
PREMIUM FOR HEALTHY HYGIENIC DRINKS.



MARKETING STRATEGY
AN ABUNDANT SOURCE OF MINERALS, 17 AMINO
ACIDS, VITAMIN C,LOW GI INDEX,BROAD-
SPECTRUM B VITAMINS AND ZERO PH, NEERA
DRINK WOULD BE POSITIONED AS A HEALTHY SAFE
ALTERNATIVE TO AVAILABLE DRINKS THAT IS FUN TO
HAVE.

A STATEWIDE ADVERTISING CAMPAIGN PROMOTING
OUR PRODUCT THROUGH LOCAL
TV,HOARDINGS,NEWSPAPER ADS,FREE SAMPLES.

DISTRIBUTION CHANNEL
A TWO LEVEL CHANNEL WOULD BE USED TO GET
THE PRODUCT TO THE CONSUMERS.

MANUFACTURER-DISTRIBUTOR-RETAILER.

THE DISTRIBUTOR WOULD ACT AS A
MIDDLEMAN AND DISTRIBUTE THE PRODUCT TO
THE RETAILERS IN HIS AREA.
SWOT ANALYSIS

Strengths
Market hype
Support from Govt.

Weaknesses
Unavailability of successful Neera
production and marketing models
Ambiguity in regulatory compliance
needs
Lack of funding support for farmer
federations

Opportunities
Health benefits of Neera
Market shift towards natural
food products

Consistent & attractive income

for farmers
Potential contributor to GDP

Threats
Food safety
Opposition from Toddy industry
Threat from soft drinks majors
Fund dry out
ECONOMIC COST BENEFITS

DIRECT EFFECTS :-
THIS PROJECT CREATES MUCH DIRECT EFFECTS ON THE
ECONOMY. AS THIS IS AN INITIATIVE OF FARMER
COLLECTIVES, IT BRINGS DIRECT BENEFIT TO THE FARMERS
BOTH IN CASE OF BUSINESS AND PERSONAL INCOME. THE
PROJECT EMPLOYS COCONUT PRODUCER SOCIETIES,
FEDERATIONS AND COMPANIES, THUS IMPROVING THE
EMPLOYMENT RATE AND CREATING A NEW SET OF 'GREEN
COLLAR EMPLOYEES' IN THE COUNTRY.
INDIRECT EFFECTS:-
INDIRECT EFFECT OF THE PROJECT IS THE SIMULTANEOUS
GROWTH OR EXPANSION OF BEVERAGE, FOOD AND
CONFECTIONARY INDUSTRIES TO A NEWER RANGE.




SOCIAL COST BENEFITS

THE SOCIAL COST-BENEFIT ANALYSIS (SCBA)
FACILITATES THE WEIGHING UP OF ALL CURRENT
AND FUTURE SOCIAL BENEFITS OF THE PROJECT.

THE SOCIETY SHALL WITNESS A REMARKABLE
IMPROVEMENT IN THE LIFESTYLE AND HEALTH
HABITS OF THE PEOPLE.

THE COCONUT PRODUCERS AND TAPPERS COULD
EXPECT A CONSISTENT INCOME FLOW IN A YEAR
WHICH COULD ENSURE POVERTY ERADICATION.

ENVIRONMENTAL COST BENEFITS

THE INTEGRATED UNIT OF NEERA AND ITS VALUE
ADDED PRODUCTS ENSURES ECONOMIC
RETURNS WITHOUT CREATING ANY ECOLOGICAL
IMPACT IN THE SHORT OR LONG TERM PROCESS.
IT ENSURES PROPER UTILIZATION OF RESOURCES
AND THE PROJECT SHALL BE CONSIDERED A
GREENFIELD PROJECT AS THERE IS AN EFFLUENT
TREATMENT SYSTEM TO TREAT THE WASTE WATER
WHICH IS THE ONLY WASTE CREATED OUT OF THIS
UNIT AND ALSO THERE IS NO THREAT OF
GREENHOUSE GAS EMISSION.
ALSO THERE IS A SCOPE FOR USING SOLAR ENERGY
AS THE ENERGY CONSUMPTION OF THE UNIT IS
QUITE SIGNIFICANT.

FINANCIALS
RISK
ENTRY OF ESTABLISHED MARKET PLAYERS
SUDDEN REFUSAL FROM FARMERS TO SUPPLY
RAW MATERIAL.
CHANGES IN CONSUMER PREFERENCES AND
TASTE.
CONCLUSION
IN THIS PROJECT VALUE ADDITION OBTAINED
BY FRESH COCONUT SAP TO NEERA IS QUITE
SIGNIFICANT. COCONUT NEERA AND ITS
VALUE ADDED PRODUCTS ARE BOUND TO
HAVE AN EXCELLENT MARKET POTENTIAL IN
THE COMING YEARS.

ALL THE INDICATORS DISCUSSED SO FAR
SUPPORT THE VIABILITY OF THE PROJECT.

References
coconutboard.gov.in
www.newinndianexpress.com
www.business-standard.com
THANK YOU