Sunhara Fresh
Farmer Centric Vegetable retail Supply Chain
Managing supply chain, Procurement and Distribution
Presented By
1. Chanchal Chakrachattari
2. Kunal Delwadia
3. Shankar Shethe
Introduction
Farmer Centric Vegetable retail Supply Chain
1
Indian agriculture
food system is under
rapid transformation
due to change in
external economic
conditions
Establishing assured
market place, reduced
risk and ensuring
remunerative prices at
the farm level.
2
Contribution to GDP
1980 2014
Agriculture 35% 13.7%
Service
42% 57%
Agri
Service
Providing critical
services like credit,
insurance, grading and
inspection, technology
extension and market
information
7
Institutional services help
small holders to operate,
raise their productivity,
income, and mitigate risk
involved in participating in
markets
8
Recent growth and
diversification of consumer
demand and expansion of
food processing companies
will boost demand for
market opportunity
9
Achieving these goals likely
require creation of new
institutional and innovations
to develop supply chain and
facilitate linkages between
farmers and retailers
SF
Convenience
People centric
Quality
Professional
Inclusivity
Cost Efficient
Positive
Impact
Low Wastage
Vending
carts
Producer
Unpacked
Vegetables
Tradition
al SC
SM
Local Mandi
No value addition
Channel farming
Risk free income
Multiple handling and wastage
City Mandi
Agents
Wholesalers
Retailers
Consumers
Procurement Strategy
Farmer Centric Vegetable retail Supply Chain
Contract Farming
The essence of such an arrangement is the commitment of the producer/
seller to provide an agricultural commodity of a certain type, at a time
and a price, and in the quantity required by a known and committed
buyer.
Seeds/saplings, agricultural practices, and regular inspection of the crop
and advisory services on crop management
Strategic Partnership with local body
Hydroponics technology to use their land efficiently
Benefits
Limited investment
Reduces costs due to partner
cost-sharing
Reduced risks (vs. commercial
production) due to geo dispersal
of out growers
Cons
Rural banks
Sunhara Fresh
Buyer
Input Supplier
Multipartite Model
Sunhara sources from farmers & farmer group
Technical assistance/ input/credit provision &
grower management via 3rd parties
Limited firm/ farmer coordination
Higher level of product specification necessitates
close monitoring on of production
Potential
Incentive: Buyers
.. 1
Procurement Strategy
Farmer Centric Vegetable retail Supply Chain
.. 3
.. 4
.. 2
.. 5
.. 6
Potential
Incentive:
Farmers
1 ..
3 ..
2 ..
4 ..
5 ..
Concept and
Parameters
Well
Drainage
Warehouse
infrastructure
Warehousing Strategy
Farmer Centric Vegetable retail Supply Chain
Soil bearing
Material for
side walls
Location
Control
Electronic data interchange: Sunhara Fresh and farmers can exchange the
information about productivity, stock in the ware house, production schedule
through thumb impression etc.
Grading, quality check and packaging facility at Warehouse
Nano
Warehousing
Mobile application
Develop a mobile application to leverage the advantages of mobile phones and their growing number in India and direct in favor of
farmers and retailers. It has to be made to empower the female farmers to know the value of their farm produce and to no longer
depend on the middle man who can manipulate the prices.
Mobile application (in local language) will Comparing the price
of commodity in Mandi s and retailer
Provide them information and benefit to connect with retailer
than connecting with Mandi to gain trust among the farmers
Provide information about the volume and money provided to
them for their contribution towards supplying the fruits and
vegetable to retail chain of Sunhara
Provide information for quantity need in future on the mobile
application itself.
Integrated forecasting ( data can be collected from mobile
application) and at Warehouse.
Mistake proofing- design packaging in a way that it does not
get damaged during transport ( e.g. Chinese water melon )
All deliveries are taken from Nano warehouse. Farmers can
supply quantity to these warehouse and retailer can pull it
from there.
Home
Favorites
All Commodities
All Markets
About
Modal Price
Max Price
Min Price
Graphs represent
Rise or Fall of prices.
Entire supply
chain
Farmer
Farmer
Retail outlet
Availability of options
Advanced methods of farming Practices
Price Discovery through mobile app
Assured market for their produce
Appendix
Farmer Centric Vegetable retail Supply Chain
Thank You