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Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh

Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh. Centre of Technology & Entrepreneurship Development (CTED) An ISO 9001:2008 Certified Organization Jagdishpur, CSM NAGAR (U.P). Introduction.

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Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh

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  1. Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh Centre of Technology & Entrepreneurship Development (CTED) An ISO 9001:2008 Certified Organization Jagdishpur, CSM NAGAR (U.P)

  2. Introduction Strengthening and restructuring of Rural Economy is now accepted key-word for National Development. In an attempt to identify and classify, the present and future scope of farm and non-farm economic activities at Cluster Level. Amla (also pronounced as ‘AONLA’) production and processing activities in the district Pratapgarh (U.P.) has been identified as one of potential Clusters in the country. Since basic features of a Cluster, that is - collective, collaborative arrangement characterized by geographical concentration of people engaged in similar economic activity with shared infrastructure - is already in practice (though in a very limited extent), for Amla production and processing in Pratapgarh, therefore, Cluster Approach for its intensive development was decided. In this context, the Diagnostic Study to identify the areas of interventions for the development Cultivation, Processing, and Marketing practices relatated to Amla was taken up. Status of Pratapgarh: Pratapgarh district is the largest producer of Amla in Asia. It is a highly profitable cash crop. The major chunk of the production is being supplied to major industrial houses like Dabur, Vaidyanath and other pharmaceutical industries. A bare 20 % is locally processed with traditional skills to produce pickles, and sweets. At present about 20000 hectareof land is under Aonla cultivation, which produces 1.1 Lac Mt Aonla fresh fruit. It is about 80% of the countries total production. Amla production is basically concentrated in Sandwa Chandika, Sadar blocks and Patti tahshil of district. New varieties (NA-6, NA-7, NA-10) along with Baransi, Krishna, Chakaiya, Kanchan are very productive and suitable for food industries. Amla is used in three forms a) Food item, b) Aurvedic Drug, and c) Cosmetics. All three forms involve high degree of value addition. The extent of value addition, as per natural justice, must be shared by all the stakeholders of its cultivation, handling, storage, and processing.

  3. Pratapgarh Amla Cluster Pratapgarh has risen in ranks as the top producer of Aonla fruit. It is a multi-purpose fruit, is extremely rich in vitamin C, helps cure gastro-intestinal disorders, encourages youth and liveliness, exported all over India and the world in form of sweets and medicines. Pratapgarh is, 61 Km (north-east) from Allahabad. Pratapgarh Amla Cluster is unique in the sense that it does not limit only to industrial processes but has strong linkage with the horticultural and agricultural pattern of the area. Thus, like any other Fruit Crop, Amla cultivation and processing has strong impact over the socio-economic status, life style and culture of the area. Since Pratpgarh district has been cited as world’s largest producer of Amla fruit.

  4. STATUS OF AMLA CLUSTER • Launching of Amla Cluster – 04th Feb. 2008 • Identification of stake holder’s beneficiaries:- 400 Growers & Processors. • Formation of Amla Growers & Processors Producer Organization:- 01 (Cluster Development Association has been formed and registred under society Act of 1860) • Registration of association 5 th July 2008. • Establishment and inauguration of CFC – 3rd Feb 2011. • Programme Conducted so far [Awareness camp -7, REDP -4, SDI-4 Product Development Workshop - 2, Exposure Visit - 2, Buyers-sellers meet-1]. • Credit Linkages with Bank of Baroda (BOB) main Branch -160. • Registration of members with association-105 Growers & Processors.. • Establishment of Testing Laboratory at CFC. • The FSSAI (Food Safety and Standards Authority of India) License has been acquired on the date 10.07.2012 & Registration No. 22712308000248 • Brand Name of Amla Product – “Amla Amrit Food Product” • Acquired the ISO 22000:2005 (Food Safety Management System Certificate) Certificate on the date 16.10.2012 & Certificate Number- KorF-120576, certifies that MSA Certification Co. Ltd. • We are marketing & Selling of the brand Amla Amrit. The organisation use of different step for marketing & Market accessibility with the help of new Information and Communication Technologies (ICTs)- registred in www.alibaba.com & www.tradeindia.com- • Selling point – Sultanpur SARAS Showroom (Supported by DRDA & Jagdishpur NABARD Rural Mart (Supported by NABRAD). • Website construction (On the process)

  5. Stage 1 PRACTICES OF AMLA PROCESSING 3rd StageProcessing 2nd Stage Plantation Sorting/Grading Harvesting 2 Tendering/ Irrigation Primary Processing Retailer Wholesaler 3 Flowering Wind fallen Used in Drugs & Cosmetics Industry Semi Finished Processing 4 Fruit setting Wind fallen Processor Final Processing Wind fallen 5 Maturing

  6. Location & Status of Cluster Before Intervention • Cluster is working in whole Pratapgarh district. • 400 families are habited in two intensive Amla production and processing CD Blocks (Sadar, and SandwaChandika) • 400 Families (Growers & Processors) had been selected. • Growers & Processors belonging from 18 to 50 years had been selected. • Must be performing Amla based economic activity as whole time for family wages / income.

  7. Status After Intervention • No of members affiliated to the Cluster: 2800 • No. of Growers :- 400 • No. of Processors:- 130 • Product Produced:- Amla- Murabba, Candy (Khati, Mitti & Chatpati), Burfi, Laddo, Juice, Chutney, Pickle, Powder, Squash, Jam, Health Drink, Supari, Toffee. • Raw materials purchase from local farmers, traders or own crop. • Market- Local market and Neighboring weekly village market and urban market of Sadar, Lalganj, Biharganj, Raniganj & SandwaChandika etc.

  8. Turn Over Increased the Turnover of 400 Families (Amla Growers & Processors) • Turnover for 400 families in general- (400x30,000)=1,20,00,000

  9. Outcome of the Project • After taking loan from bank around 125 beneficiaries have established/expanded their units. • Most of the beneficiaries have started manufacturing of good quality products after using CFC. • The turnover of cluster has been increased by more than 12%. • Most of the artisans have repaid the loan to bank and some of them have expanded the loan amounts. • A cluster development association has been formed and registered under society act of 1860.

  10. Existing Infrastructure • Fully automatic machines, with small toolkits. • No. of advance Laboratories equipment. • Fully furnished office.

  11. Proposed Intervention • CTED Proposed intervention through- “4C” Step promotion • Community • Capacity • Credit • Channel • To increase no. of stakeholder Growers and Processors. • To increase the turnover from 1.25 crore to 2.00 crore. • A cluster development association has been formed and registered under society act of 1860. • Identify at National level. • Linkage of all growers and Processors with bank & increase credit facility. • To form a raw material bank at local level. • To develop master trainer at local level. • To increase capacity building by skill development programme. • Market tie-up at state / national level. • To develop a brand name. • To provide credit facility. • Education facility , facility to children. • Involvement of female in amla processing.

  12. Social intervention • Formation of SHGs & Producer groups • Mobilization of Growers & Processors. • Community Empowerment -Mobilization of Growers & Processors to form SHGs and & Producer groups • Improvement of the standard- life of community • Formation of Consortiums • - Processors consortium • - Growers consortium • - Marketing consortium • Covering Education, Environment & Credit etc. • Credit facility under scheme of Bank of Baroda.

  13. Technological intervention • Develop a small CFC with support from NABARD Lucknow. • Technology & Up-gradation workshop with support CISH-Lucknow & Agriculture University- Kumarganj. • Capacity building programme support from NABARD. • Technology support by Agriculture university, Kumarganj & CISH, Lucknow.

  14. Financial intervention • Financial Interventions for credit linking. • Formation & credit linking of Amla Growers & Processors. • Linkage of all Growers & Processors with bank- BOB, limit up to 25,000 to 1.00 lakh. • To Provide the facility of Kisan Credit Card (KCC).

  15. Marketing intervention • Trade Fairs/Exhibitions: Participation • Organising seminar-cum-Exhibition. • Buyer-Seller Meets. • Exposure Visit. • Business development services- Including marketing support (through professional marketing agents) by way of linkages to traders, suppliers, corporate agencies, domestic and export buyers. • Marketing outlets:- DRDA supported SARAS Showroom Sultanpur & NABARD Supported Rural Mart.

  16. ACTIVITIES OF AMLA CLUSTER DEVELOPMENT ASSOCIATION PROMOTION Processing Production Collection Whole Sale Retails Consumption AMLA RAW Amla Growers & Processors Cluster Development Association (CDA) Whole Seller (Finished Product) SUPPLIER AMLA CLUSTER PRODUCTION & PROCESSING SANSTHAN (ACPPS) CTED & CDC Market Consumer Processor (Small Group)

  17. CONT. Forward and Backward Linkages to Aonla Farmers Groups New Plantations to Existing Farmers Raw Procurement & Raw material Bank Business Collaboration & Value added Marketing Amla Growers & Processors Capacity Building AMLA CLUSTER PRODUCTION & PROCESSING SANSTHAN (ACPPS) Mach Making (Support to tie up financial assistance, Transfer of Technology and Preparation of Business Plan) Support Service (Harvesting technique, Counseling, Product Branding, Product Certification, e-Business Support, Buyer – Seller meet, Process Technologies) Processing of Value Added Product Quality Control & Testing, Packaging and Weighting Finance Syndication & Assistance Advance Technology Information

  18. ACTIVITIES OF FPO PROMOTION AND DEVELOPMENT PROCESS CLUSTER IDENTIFICATION ASSESSMENT AND AUDIT OF FPO DIAGNOSTIC STUDY FEASIBILITY ANALYSIS BUSINESS OPERATIONS 4 FPO PROMOTION THROUGH AMLA CLUSTER, PRATAPGARH FINANCIAL LINKAGES BASELINE ASSESSMENT MANAGEMENT SYSTEMS DEVELOPMENT BUSINESS PLANNING ESTABLISH THE INFRASTRUCTURE MOBILIZATION OF FARMERS MOBILIZING EXTENSION AND TRAINING & TECHNICAL SUPPORT ORGANISING AND FORMALISING RESOURCE MOBILISATION & CAPACITY BUILDING

  19. PROPOSED MARKETING PLAN INDUSTRY TRENDS TARGET MARKET TARGETED SALES COMPETITION TIMING OF MARKET ENTRY PLACE PROMOTION PRODUCT PRICING MARKETING CHANNEL

  20. MEDIA CLIP

  21. PHOTOGRAPHS

  22. PHOTOGRAPHS

  23. THANKS CTED

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