Entrepreneurship Dev. Through Marketing

Entrepreneurship development through marketing of commercially Important horticultural crops of NE India Dr. Bidyut C. Deka Senior Scientist Deptt. Of Horticulture Assam Agricultural University Jorhat-785013, Assam Northeast India produces a large number of fruits, vegetable and spices having high commercial value. The commodities like banana, pineapple, citrus, spine gourd and ginger have tremendous potential for marketing them out side the region and abroad as the quality of our produces are quite superior. Moreover, Assam and other north eastern states of the country produce a large volume of the above mentioned crops. Further, there is a wide scope for horizontal and vertical expansion of these crops in the region. It has been observed that production ventures in these crops are taken up without having an organized marketing plan. Many a times, the production ventures are designed targeting the local markets only. With the intervention of improved production technology and faster dissemination of technical know-how, there has been a manifold increase in the magnitude of production of fruits and vegetables (Table 1) in last couple of years. In order to cater the future demand of the protective foods in the region the government and other development agencies are also putting untiring efforts as a result of which the quantum of production and productivity in horticultural crops is envisaged to reach higher scale. It is noteworthy that mere emphasizing quantitative increase will not carry meaning unless appropriate post harvest management practices are devised and practiced. Table 1. Production statistics of fruits and vegetables Commodity Fruit (‘000t) Vegetable (000t) *Projected production

1978 412.35 380.00

1991 1012.06 1612.47

2001 1220.36 2180.26

2010* 1458.23 3287.23

It is alarming to note that due to perishable nature of these high value fruits and vegetables and lack of proper infrastructure and management practices in post production period, the quantum of loss has been estimated to be very high as per a recent study conducted by Assam Agricultural University (Table 2). In order to remove these constraints and minimize the post production losses, appropriate strategies like adoption of market driven production system, planned truck farming, appropriate post harvest handling through promotion of pack house concept including storage, processing and value addition, creation of adequate transportation infrastructure and organized marketing system have been suggested from time to time by the different developmental workshops and seminars organized in this region. In order to minimize the post harvest losses and raise the farm income, a plan may be chalked out to market some selected high value items like banana, pineapple, citrus, spine gourd and ginger etc. in different terminal markets of the country. Such a venture may be further linked to enter the export market. This will also help in generating employment avenues for the educated unemployed youth of the region.

Table 2. Post harvest losses of some horticultural produces Crop Banana Orange Pineapple Cauliflower Tomato Ginger

Area (‘000ha) 41.9 56.33 13.6 16.1 13.3 16.31

Production (‘000t) 583.38 62.07 209.0 232.8 332.0 111.08

Post harvest Approximate monetary Loss (%) loss/year (Rs. in crores) 22.00 128.34 13.95 4.33 9.25 19.33 15.75 11.03 25.25 41.99 10.50 11.06

Delhi seems to be a suitable terminal market for these items due to higher demand of these produces in north India. The presence of well connected railway net work with most of the production belts in Assam has further enhanced the scope of transportation and marketing of these produces. The on going centrally sponsored scheme on technology mission for integrated development of horticulture in North Eastern Region under Mini Mission III provides ample scope for improving the marketing facilities for horticultural commodities including creation of provision for transportation wagon in Delhi-bound trains and subsidies on related activities. Considering the highly perishable nature of the suggested commodities, a specially designed wagon shall be a pre-requisite for such venture. Table 3. Production pockets and period of availability of targeted horticultural crops in Assam Crops Ginger

Period of availability January – March

Assam lemon April – June Spine gourd

May – June

Pineapple

June – July

Banana

August – October

Khasi mandarin

November-December

Production pocket Place of loading Tinsukia district, Karbi Tinsukia and Lumding Anglong and NC hills districts Entire state Tinsukia, Lumding, Guwahati, New Bongaigaon Upper, Central and Lower Dimapur, Lumding, Brahmaputra Valley Guwahati and New Bongaigaon Hill districts, Barak valley Lumding and Guwahati and Lower Brahmaputra Valley Lower Brahmaputra Valley Guwahati and New Bongaigaon Upper Brahmaputra Valley Tinsukia and Lumding and Hills districts

In view of these, a system for organized collection of the target commodities near the loading points (Table 3) may be developed involving the NGOs/SHGs for onward transportation. Additional facilities like pack house equipped with medium size (100 tonnes capacity) walk-in type cold storage facilities may be created near loading points in order to reduce the post harvest losses as well as to improve the quality of the produces. Assam Agricultural University, Jorhat may provide the required technology back up for timely harvesting and handling operations including packaging of the produces. Assam Agricultural University may also help the entrepreneurs in preparing the project proposal for such a venture.

Six commercial horticultural commodities have been identified for this venture. Table 4 reveals the volume of targeted items for transportation and marketing at Delhi Table 4. Projected quantification of items for transportation and marketing at Delhi Crops Ginger Assam lemon Spine gourd Pineapple Banana Khasi mandarin Total

Quantity to be No. of Total quantity Total quantity transported trip/week (tones/week) (tones/season) (tones/trip) 10.00 7.00 70.00 840.00 2.00 7.00 14.00 168.00 2.00 7.00 14.00 112.00 3.00 7.00 21.00 168.00 10.00 7.00 70.00 840.00 1.00 7.00 7.00 56.00 16.00 30.00 96.00 1072.00 (per year)

with an annual quantum of about 1000 tonnes as a modest beginning. A perusal of table 5(a) and 5(b) indicates the commercial viability of the programme with an approximate profit of Rs.88.00 lakhs per annum besides creation of employment avenues for unemployed youth, reduction of post harvest losses and value addition. Table 5(a). Economics of marketing Crops

Ginger Assam lemon Spine gourd Pineapple Banana Khasi mandarin

Grower’s Pack house price at & source transportation cost up to loading point 10000.00 3000.00 5000.00 2000.00

In Rupees Total cost Price at Profit/ Cost due terminal tonne to loss market during transportat ion 2500.00 1550.00 17500.00 25000.00 7500.00 2500.00 650.00 10450.00 12000.00 1550.00

Cost of railway transporta tion

5000.00

2000.00

2500.00

950.00

10450.00

15000.00

4550.00

5000.00 3000.00 5000.00

3000.00 2500.00 2500.00

2500.00 2500.00 2500.00

1050.00 800.00 1000.00

11500.00 8800.00 11000.00

15000.00 10000.00 13000.00

3450.00 1200.00 2000.00

Table 5(b). Economics of marketing Crop Cost (Rs/tonne) Profit (Rs/tonne) Ginger Assam lemon Spine gourd Pineapple Banana Khasi mandarin

17500.00 10450.00 10450.00 11500.00 8800.00 11000.00 Total

7500.00 1550.00 4550.00 3450.00 1200.00 2000.00

Total quantity Profit/Year (Rs. in Lakh) (tones/season) 840.00 63.00 168.00 02.60 112.00 06.00 168.00 05.80 840.00 10.08 56.00 01.12 88.60

In this plan, the details of one way transportation from Assam to Delhi have been suggested. The railway wagon utilized for carrying the commodities from Assam may well be utilized for transporting back some produces like apple, mango, mosambi, guava, garlic, onion, potato etc. from North India. However, the detail plan for reverse transportation may be chalked out in consultation with the appropriate authorities. *****