• Koraput is a hilly region with 65% of the geographical area covered by forest and
so was suitable for honey production
• The income from the marketing and processing of honey was also used for the
development of bee-keeping and training to the beekeepers.
Viability of the Samiti
• Different products of the Samiti were marketed through six consumer stores,
retail outlets, and a distribution network
• The consumer stores were selling khadi products, honey, turmeric, and arrowroot
• Ease of procurement
• Marketing experience
Sales of Turmeric, Arrowroot, Honey, and
Khadi (in Thousand Rupees)
Marketing & Processing
Sarvodaya Samiti 60
KVIC distribution
network
Competitors
Strategic Issues
• It was unable to meet the demand of the market
• Taking a strategic decision whether to continue under the KVIC banner or not
4. OMFED Proposal
- Do processing for ORMAS while also processing and marketing its honey procured
independently
Option 1: Take up the processing activity & withdraw from marketing
completely
Cost
• ORMAS would pay processing fee of Rs. 26 per litre to the Samiti
Benefit
• Samiti could boost it position by leveraging its proven strength in processing and
packaging honey.
Option 2: Do processing for ORMAS while also processing and
marketing its honey procured independently
Cost
• Minimum utilisation of capacity for Samiti
Benefit
• Samiti could be a part of the consortium
- Taking up processing for ORMAS &
- Marketing of its own procured honey
2. Sarvodaya Samiti not being part of the Consortium
Cost
• Setting up processing plant
Benefit
• Autonomy in all aspects
Cost
• Developing a national network like KVIC
Benefit
• Able to retain its own brand
Cost
• Kill its own brand name
Benefit
• Better market access
5. Tie up with both ORMAS & OMFED
Cost
• Kill its own brand
Benefit
• Market linkage
• Both ORMAS & OMFED are very known brands to the customers
Decision
• Not to take part in consortium (Selecting Alternative 2)
• SUSTAINABLE AGRICULTURE
Thank You