Vegetable market in India

Presentation on vegetable markets in india,types,challenges,examples,etc.

1. VEGETABLE MARKET IN INDIA Presentation by: Nasiha Pottanam Chalil Joe S Kavukattu Group No.:2

2. Introduction India's diverse climate ensures availability of all varieties of vegetables. It ranks second in fruits and vegetables production in the world, after China. As per National Horticulture Database published by National Horticulture Board, during 2014-15, 169.478 million tonnes of vegetables were produced. The area under cultivation of vegetables stood at 9.542 million hectares.

3. The vast production base offers India tremendous opportunities for export. During 2016-17, India exported vegetables worth Rs. 5,921.88 crores / 884.75 USD Millions. Onions, okra , bitter g ourd , green chillies, mushrooms and potatoes contribute largely to the vegetable export basket. The major destinations for Indian vegetables are UAE, Bangladesh, Malaysia, Netherlands, Sri Lanka, Nepal, UK, Saudi Arabia, Pakistan and Qatar.

4. Marketing of Vegeta bles Vegetables are produced seasonally, but the market requires products throughout the year. For many decades, this problem of matching product availability with consumer demand existed and it was solved in two ways: Selling fresh products during harvest and shortly thereafter. Processing the rest to meet demand during the rest of the year. As technology improved and consumer incomes increased, it became possible to provide fresh produce year-round.

5. Floating vegetable market,Srinagar

6. Local Markets

7. Here farmers sell their produce directly to consumers or traders buy directly from farmers and sell to consumers. Farmer’s market. It consists of mainly booths , tables or stands, indoor or outdoor where farmers sell vegetables. Ex: Sakthan Thampuran Vegetable Market

8. Street Hawkers Some of the grocers prefer to move around in some particular localities, selling the vegetables and fruits as , street hawkers.

9. Why local markets and street hawkers? Fresh vegetables and varieties of vegetables. Cheap rates. Bargaining power. To purchase in bulk. Trustworthiness. Flexible timing. Location.

10. Wholesale Vegetable Markets

11. Here, wholesalers buy the vegetables directly from the farmers or through middle men in bulk and sell it as a whole. If you want to buy from a wholesaler, you have to visit his place. (He does not distribute the items) Wholesalers mostly sell directly to other businesses (like retailers) but they are likely to sell to customers who need in bulk as well. Margins are lesser but the volumes are huge. Ex: Disco stores and vegetables , Kothakulam beach.

12. Retail Vegetable Markets

13. The retailers buy vegetables from the wholesalers or the commission agent and sell to the consumers. Higher rates than wholesale markets. Are in direct contact with end customer. Retailers are B2C companies – The buy from businesses but sell to customers. Margins are high but sales are fewer of each vegetable.

14. Hyper Markets

15. They are retail stores that combine a department store and a grocery supermarket. Vegetables are sourced directly from farmers and transported at controlled temperature till they reach the store. Hygiene and temperature control are used to keep the vegetables fresh. The stores are air conditioned and cleanliness being given special importance. Ex: Reliance fresh,More hypermarket.

16. Distinguishing features: LOCAL MARKETS More noisy. No permanent shops. Cleanliness is less. No temperature maintenance. Prices are not fixed. Quantity sold may not be appropriate. HYPER MARKETS Comparatively silent. Permanent shops. More clean. Use of A/Cs for quality and freshness. Fixed prices. Appropriate quantity sold.

17. Online markets

18. They are commercial sites where information on vegetables are provided by multiple third parties and transaction is processed by the market place operator. The delivery is done by the participating retailers or wholesalers. Advantages: chopped vegetables availability, free home delivery, online payments/COD, discounted prices, organic vegetables. Ex: Kisan Mandi , Big basket, Natures basket,etc .

19. Constraints for vegetable marketing: Lack of professionalism. Lack of market knowledge and marketing skill. Poor infrastructure. Controlled prices. Many intermediaries who increase cost but do not add much value. No cold storage facility=post harvest loss of vegetables is 30%. Poor transportation facility.

20. Suggestions for efficient marketing: Proper storing facilities. Holding capacity to wait till best prices are fetched. Adequate and cheap transport facilities so that farmer is able to reach market rather than disposing it off at his village only. Clear and timely information about the market prices so that he is not cheated. Organized and regulated markets so that he is not ripped off by middlemen. As small as possible number of intermediaries are suggested.

21. Conclusions: Though India is the world’s second largest producer of vegetables, development is needed in various areas for attaining efficiency in production and marketing of the produce. Indian vegetable markets are ruled by middlemen, and the producer and consumer has very little advantage. Novel methods of marketing ( ex:online marketing) need to be popularized more so that farmers and the consumers would be benefited. There is an immediate need for the regulation of vegetable markets.