Sahaja Aharam Producer Company

http://www.sahajaaharam.in

Farmer Share in Consumer price

Farmer, Rs.

12.00, 24%

Whole saler, Rs.

7.50, 15%

Milling, Rs. 4.50,

9%

Transportation,

storage, handling

, Rs. 4.00, 8%

Packing, Rs. 4.00,

8%

Retailer, Rs.

14.00, 28%

Taxes, Rs. 2.00,

4% Consumer PieRice in Andhra Pradesh 2016-17

Retail Price Rs. 50.00/Kg

Recovery 70% of paddy

Just Food, 2007

Sahaja Aharam Producer Company

Producer Co-op-1Farmer Group B

Retail Stores• Healthy food• Affordable Price• Max share to farmers

Mobile Store

Direct to Home

Producer Co-op-2

Consumer Cooperative

Farmer Group A

Farmer Group C

Sahaja Aharam Producer Company

• Capacity building• Institutional building• Investment support• Brand building• Quality Management• Fair Trade

Market placeDirect to resellers

Whole sale to traders

Bulk buyers

Processing unitsSeeds

Bioinputs

Online Store

Food processing

Reconstructing Supply Chain

Farmers

• Production planning

• Multiple cropping

• Adopting Best Management Practices

• Quality Management

SAPCO-Food Hubs

• Storage

• Packing

• Distribution

• Finding retail markets

• Direct to consumers through urban women SHGs

Farmers Group

• Aggregation

• Grading

• Quick payments

Retail Stores

• Investment

• Consumer awareness

• Sales

•Enebavi Coop

• Adarsha Coop

• BROMACS

• Swayamkrishi PC

• Kisanmitra coop

•GreenDunia

• Harita Coop • Brahmalingeswara Coop

• Giri Coop

• Tungabhadra Coop • Kadiri Coop

• Palabavi Coop•Rayachoti coop

•Baghyalaxmi coop• Punnami Coop• Gayatri Coop

• Mydukuru Coop

• Naisargic Sheti BeejProducer Company

KallemHub

BoddhamHub

Dorli

Hub

Naguladinne

Hub

Coverage

• Andhra Pradesh, Telangana, Maharashtra• No. of Farmers: 5000,

– Organic: 2500 (1000 ICS certified, 1500 PGS certified)– NPM: 2500

• Cooperatives 30• 50% of members and management are women• Two exclusive women cooperatives

– Gayatri women organic farmers cooperative, Vempalli, Kadapa dist

– Bhagyalaxmi women farmers cooperative, Penugonda, Anantpur dist

Individual farmers maintains ICS/PGS recordsAll operations and costs involved maintained plotwise

Farmers’ group at the village level for learning, decision making and monitoring Meet every Week/ten days

ICS/PGS committee at Village levelMonthly reviews

Producer Cooperative

Producer Cooperative

Producer Cooperative

Facilitating Organization

ICS /PGS Quality Assurance TeamInitially after sowing

Visits during the seasonReviews after the season

CSA

Producer Cooperative

Quality Management and traceability

Certificate no : Q9186414570

PGSI/W(TG)-1276

http://www.Sahajaaharam.in

•Hyderabad•Tarnaka•Sainikpuri•Jeedimetla•Kharkana•Attapur•Kukatpally•Gandhinagar

•Vishakapatnam•Gopalapatnam•MVP Colony

•Khammam•Burhanpur

•Mumbai• Home delivery

www.sahajaaharam.in

Pricing

• At farmer level

– Cost + 50%

– Atleast 15% over local market price

– At least 50% of consumer price

• At consumer level

– 20%+ over local market price

– Average of last years price

– Even out high and low prices

Cost sharingRice in Sahaja Aharam 2016-17

Farmer price, ₹ 42.00, 53%

Weight loss, ₹

2.00, 2%

Cleaning, ₹ 2.00, 3%

Transportation, ₹ 1.00, 1%

Interest payment, ₹

1.00, 1%

Storage, ₹ 1.50, 2%

Packing cost, ₹ 5.00, 6%

Marketing cost, ₹ 1.80, 2%

Overheads, ₹ 6.00, 8%

Retail, ₹ 14.00, 18%

VAT, ₹ 3.00, 4%

Rice MRP Rs. 80/-

Fo

od

Pro

ce

ssin

g

Compost enterprise

Creating Livelihoods

Sericulture

Backyard Poultry

Honey Production

• Developing Livelihoods Plan

• Building the capacities• Green Enterprises for

Bioinputs• Providing linkages

For diversifying incomes and assets

Goatary Azolla

Decentralised cotton spinning and weaving

18

Opportunity & Market

• Sahaja aharam current sales (2016-17) are around Rs. 80.00 lakhs per year

• In the next five years Sahaja Aharam retail sales will grow by more than 10 times and reach Rs. 10.00 (by 2021-22).

• Sahaja Aharam will reach out all district head quarters in AP and Telangana and launch in Maharashtra, Karnataka, Odisha, Delhi and Chandigarh

• Focus is also on seed, organic inputs, dairy, meat and value added products,

Our strategic innovations

• Integrated and incremental approach to production

• Knowledge based extension

• Federations of Organised communities

• Getting into direct retail connecting farmers and consumers

• Consumer Cooperative to mobilise resources and people

• Broad basing product range

• Food processing and value addition

• Policy Research and Advocacy

Key challenges

• Access to credit

– Banks demanding non agril assets as 150% collateral security

– Higher interest rates

• Higher Taxation

– VAT/CST and now GST

– 30% income tax on par with other corporates

• Lack of infrastruture

– Organic storage facilities

– Exclusive processing units to maintain identity preservation

SUPPORT SERVICES

Farmer Field Schools

Kisan Business School

• Participative designing and problem solving

• Learning-by–doing

• Arriving at Interactive and inclusive solutions

• Season-long approach

KisanMitra: farmers helpline

08500 68 3300

Media

http://www.krishi.tv http://www.csa-india.org/bookshop

Videos Publications

farm support services

• Advise• Manage• Track• Market• Hire

http://www.ekrishi.co.in

eKrishi Crop Advisory

Crop menuFarmer can choose the crop to find the disease or send a query through photo/audio/video

Problem identifier

Query Photo/Video of plant part and question in text or audio

Problem solution

Query Expert view

Expert Response

Solution DetailsOptions

Farmer Locator

eKrishi Seeds

Crop menuFarmer can choose the crop to know the varieties suitable for the region

Variety Identifier

Value for Cultivation and Use

Seed Locator

Variety IdentifierVarieties suitable for the region will be listed

Farm LocatorIdentifies the farm, list the characters of the soil, suggest the crops suitable

CENTRE FOR SUSTAINABLE AGRICULTURE

http://www.csa-india.org

http://www.krishi.tv

http://www.ekrishi.co.in

http://www.sahajaaharam.in

http://www.agrariancrisis.in

eKrishi : 08500 68 3300

Sahaja Aharam : 08500 78 33 00

Rytu Swarajya Vedhika: 08500 98 33 00

Ph. 040-2701 7735, mobile : 090 0069 9702

csa@csa-india.org, Facebook: ramoo.agripage