Amla Based Activity At Pratapgarh Amla Cluster, Pratapgarh

Centre of Technology & Entrepreneurship Development (CTED)

An ISO 9001:2008 Certified OrganizationJagdishpur, CSM NAGAR (U.P)

IntroductionStrengthening 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 hectare of 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.

Pratapgarh Amla ClusterPratapgarh 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.

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)

STATUS OF AMLA CLUSTER

5

Stage 1

Used in

Drugs &

CosmeticsIndustry

Wind fallen

Wind fallen

Wind fallen

PRACTICES OF AMLA PROCESSING

Plantation

2 Tendering/ Irrigation

3 Flowering

4 Fruit setting

5 Maturing

2nd Stage

Harvesting

Wholesaler

Retailer

Processor

3rd Stage Processing

Sorting/Grading

Primary Processing

Semi Finished Processing

Final Processing

Location & Status of Cluster Before Intervention

A. Cluster is working in whole Pratapgarh

district.

B. 400 families are habited in two

intensive Amla production and

processing CD Blocks (Sadar, and

Sandwa Chandika)

C. 400 Families (Growers & Processors)

had been selected.

D. Growers & Processors belonging from

18 to 50 years had been selected.

E. Must be performing Amla based

economic activity as whole time for

family wages / income.

Status After Intervention

1. No of members affiliated to the Cluster: 2800

2. No. of Growers :- 400

3. No. of Processors:- 130

4. Product Produced:- Amla- Murabba, Candy

(Khati, Mitti & Chatpati), Burfi, Laddo, Juice,

Chutney, Pickle, Powder, Squash, Jam, Health

Drink, Supari, Toffee.

5. Raw materials purchase from local farmers,

traders or own crop.

6. Market- Local market and Neighboring weekly

village market and urban market of Sadar,

Lalganj, Biharganj, Raniganj & Sandwa

Chandika etc.

Turn Over

1.Turnover for 400 families in general-

(400x30,000)=1,20,00,000

Increased the Turnover of 400 Families (Amla Growers &

Processors)

Outcome of the ProjectAfter 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.

Existing Infrastructure

1. Fully automatic

machines, with small

toolkits.

2. No. of advance

Laboratories

equipment.

3. Fully furnished office.

Proposed Intervention

A. To increase no. of stakeholder Growers and Processors.

B. To increase the turnover from 1.25 crore to 2.00 crore.

C. A cluster development association has been formed and registered under

society act of 1860.

D. Identify at National level.

E. Linkage of all growers and Processors with bank & increase credit facility.

F. To form a raw material bank at local level.

G. To develop master trainer at local level.

H. To increase capacity building by skill development programme.

I. Market tie-up at state / national level.

J. To develop a brand name.

K. To provide credit facility.

L. Education facility , facility to children.

M. Involvement of female in amla processing.

CTED Proposed intervention through- “4C” Step promotion1. Community2. Capacity3. Credit4. Channel

Social intervention

1. Formation of SHGs & Producer groups

2. Mobilization of Growers & Processors.

3. Community Empowerment -Mobilization of

Growers & Processors to form SHGs and &

Producer groups

4. Improvement of the standard- life of community

5. Formation of Consortiums

- Processors consortium

- Growers consortium

- Marketing consortium

6. Covering Education, Environment & Credit etc.

7. Credit facility under scheme of Bank of Baroda.

Technological intervention

1. Develop a small CFC with support

from NABARD Lucknow.

2. Technology & Up-gradation workshop

with support CISH-Lucknow &

Agriculture University- Kumarganj.

3. Capacity building programme support

from NABARD.

4. Technology support by Agriculture

university, Kumarganj & CISH,

Lucknow.

Financial intervention

1. Financial Interventions for credit linking.

2. Formation & credit linking of Amla Growers & Processors.

3. Linkage of all Growers & Processors with bank- BOB, limit up to 25,000 to 1.00 lakh.

4. To Provide the facility of Kisan Credit Card (KCC).

Marketing intervention

1. Trade Fairs/Exhibitions: Participation

2. Organising seminar-cum-Exhibition.

3. Buyer-Seller Meets.

4. Exposure Visit.

5. Business development services- Including

marketing support (through professional

marketing agents) by way of linkages to

traders, suppliers, corporate agencies,

domestic and export buyers.

6. Marketing outlets:- DRDA supported SARAS

Showroom Sultanpur & NABARD Supported

Rural Mart.

ACTIVITIES OF AMLA CLUSTER DEVELOPMENT ASSOCIATION PROMOTION

Production Collection Whole Sale Retails Consumption

Processing

AMLA RAW Amla Growers & Processors Cluster Development Association (CDA)

SUPPLIER AMLA

CLUSTER PRODUCTION

& PROCESSING

SANSTHAN (ACPPS)

Whole Seller(Finished Product)

Processor(Small Group)

Market ConsumerCTED

& CDC

Forward and Backward Linkages to Aonla Farmers Groups

AMLA CLUSTER

PRODUCTION &

PROCESSING SANSTHAN

(ACPPS)

New Plantations to Existing Farmers

Raw Procurement & Raw material Bank

Business Collaboration & Value added Marketing

Quality Control & Testing, Packaging and Weighting

Advance Technology Information

Mach Making (Support to tie up financial assistance, Transfer of Technology and Preparation of Business Plan)

Finance Syndication & Assistance

Amla Growers & Processors Capacity Building

Support Service (Harvesting technique, Counseling, Product Branding, Product Certification, e-Business Support,

Buyer – Seller meet, Process Technologies)

Processing of Value Added Product

CONT.

ACTIVITIES OF FPO PROMOTION AND DEVELOPMENT PROCESS

CLUSTER IDENTIFICATION

DIAGNOSTIC STUDY

FEASIBILITY ANALYSIS

BASELINE ASSESSMENT

BUSINESS PLANNING

MOBILIZATION OF FARMERS

ORGANISING AND FORMALISING

RESOURCE MOBILISATION & CAPACITY BUILDING

MOBILIZING EXTENSION AND TRAINING & TECHNICAL SUPPORT

MANAGEMENT SYSTEMS DEVELOPMENT

ESTABLISH THE INFRASTRUCTURE

BUSINESS OPERATIONS

FINANCIAL LINKAGES

ASSESSMENT AND AUDIT OF FPO

4 FPO PROMOTION THROUGH AMLA

CLUSTER, PRATAPGARH

PROPOSED MARKETING PLAN

TARGET MARKET

COMPETITION

PLACE

PROMOTION

PRICING

PRODUCT

TIMING OF MARKET ENTRY

TARGETED SALES

INDUSTRY TRENDS

MARKETING CHANNEL

Formed Marketing Consortium

E-trading Direct Marketing Supply Value Chain

Own Stores- Show room

Franchisees Small Vendors Branded Carts

Trade Fair Linkages with Retailers

Setting up Trade Emporia

Linkages with Exporter

MEDIA CLIP

PHOTOGRAPHS

PHOTOGRAPHS

THANKS CTED