yale case 10-036 december 10, 2010

FieldFresh Foods
Could Baby Corn Be the Platform to Link Indian Farmers to the World?
Mukesh Pandey K Sudhir Raman Ahuja Deepali Tewari

A Second Green Revolution?

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Regulatory hurdles to horticulture

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FieldFresh

FieldFreshs mission

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Sourcing models

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Logistics

Product experimentation

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Baby corn

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Markets

European markets

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Indian consumers

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New Indian agri-business players

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Growing FieldFresh

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Endnotes

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Exhibit 1: Distribution of Operational Land Holdings in India (20002001)

Percentages in brackets are % of column total

Category of holding Marginal (less than 1 hectare)

Small (1.0 to 2.0 hectares) Semi-medium (2.0 to 4.0 hectares)

Number of operational holdings (000) 76,122 (63.0%*) 22,814 (18.9%) 14,087 (11.7%) 6,568 (5.4%)

Area operated (000 hectares*) 30,088 (18.82%) 32,260 (20.18%) 38,305 (23.96%) 38,125 (23.84%) 21,124 (13.21%) 159,903 (100%)

Average size of operational holding (hectares)

0.40

1.41 2.72 5.80 17.18 1.32

Large (10.0 hectares and above) All holdings

Medium (4.0 to 10.0 hectares)

120,822 (100%)

1,230 (1.02%)

Source: Adapted from Distribution of Operational HoldingsAll India, Agricultural Statistics at a Glance 2006, Agricultural Census Division, Ministry of Agriculture, Government of India. *One hectare is approximately equal to 2.5 acres.

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Exhibit 2: Fresh Fruits in India, Major Producing States & Main Arrival Months
Percentages in brackets denote contribution of the concerned state to total production in India for the fruit category.

Crop Apple

Months of Market Arrival July to October March; June to November January to April; June to December November to May

Major Producing States of India Jammu & Kashmir (67.1) Himachal Pradesh (25.7) Uttarakhand (6.7) Tamilnadu (25.4) Maharashtra (18.9) Gujarat (13.6), Andhra Pradesh (10.7) Andhra Pradesh (34) Gujarat (14) Orissa (9) Karnataka (8) Maharashtra (39), Madhya Pradesh (31) Rajasthan (10) Maharashtra (75.3), Karnataka (14.3), Tamilnadu (4.8) Uttar Pradesh (27.2), Andhra Pradesh (19.8), Bihar (10.4), Karnataka (10.1) Andhra Pradesh (43.6), Gujarat (19.9), Karnataka (11.3) West Bengal (21.2) Assam (16.8) Karnataka (13.9) Bihar (8.9) Maharashtra(68.1) Karnataka (17.1) Andhra Pradesh (8)

Banana

Lemon

Orange

Grapes

February to July

Mango

April to August

Papaya

February to June August to October; January to February February to August

Pineapple

Pomegranate

Source: Indian Horticulture Database, Govt. of India, 2009

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Exhibit 3: Fresh Vegetables in India, Major Producing States & Main Arrival Months
Percentages in brackets denote contribution of the concerned state to total production in India for the vegetable category

Crop

Months of Market Arrival

Major Producing States of India West Bengal (26.6) Orissa (18.9) Bihar (11.4) Gujarat (10.1) West Bengal (29.7) Orissa (14.1) Bihar (9.9) Assam (8.5) West Bengal (26.7) Bihar (16) Orissa (10.2) Haryana (7.7) West Bengal (18.4) Bihar (16.4) Orissa (14.1) Andhra Pradesh (9.7) Maharashtra(29) Karnataka (22.4) Gujarat (10.4) Bihar (7) Uttar Pradesh (50.2) Madhya Pradesh (8.9) Jharkhand (8.3) Karnataka (14.1) Andhra Pradesh (12.6) Orissa (12.2) Bihar (9.3) West Bengal (9) Uttar Pradesh (31.4) West Bengal (28.8) Bihar (14.6) Punjab (5.8)

Brinjal (Eggplant)

October to August

Cabbage

October to February

Cauliflower

November to February

Okra

April to October

Onion

October to May

Peas

December to February

Tomato

October to April

Potato

December to April

Source: Indian Horticulture Database, Govt. of India, 2009

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Exhibit 4: Production of Fresh Fruits in India

2006-07 Fruits Mango Apple Banana Citrus Guava Litchi Area 000' HA 2,154 252 604 798 176 65 65 72 117 1,016 5,554 149 87 Production 000'MT 13,734 20,998 7,145 1,831 1,685 2,482 1,362 1,216 59,563 6,244 840 403 16,240

2007-08 Area 000' HA 2,201 264 658 867 179 68 69 83 124 1,112 5,857 152 80 Production 000'MT 13,997 23,823 8,015 1,981 1,735 2,909 1,245 1,258 65,587 7,321 884 418 2,001

2008-09 Area 000' HA 2,309 274 709 923 204 80 72 98 109 1,083 6,101 156 84 Production 000'MT 12,750 26,217 8,608 2,270 1,878 3,629 1,341 1,308 68,466 7,249 807 423 1,985

Grapes Papaya

Pineapple Sapota Total

Pomegranate Others

Source: I Indian Horticulture Database, Govt. of India, 2009

Production Share of Fresh Fruits in India (2008-09)

Pomegranate 1% Papaya 5% Sapota 2% Pineapple 2%

Others 11%

Mango 19%

Grapes Litchi 1% 3% Guava 3% Citrus 12% Banana 38%

Apple 3%

Source: Indian Horticulture Database, Govt. of India, 2009

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Exhibit 5: Production of Fresh Vegetables in India

2006-07 Vegetables Potato Onion Tomato Area 000' HA 1,743 768 596 568 249 302 396 297 255 2,282 7,581 123 Production 000'MT 28,600 10,847 10,055 9,453 5,584 5,538 4,070 2,402 8,232 29,146 1,067

2007-08 Area 000' HA 1,796 821 566 561 266 312 407 313 270 2,414 7,848 123 Production 000'MT 34,658 13,900 10,303 9,678 5,910 5,777 4,179 2,491 9,056 31,402 1,094

2008-09 Area 000' HA 1,828 834 599 600 310 349 432 348 280 2,275 7,981 124 Production 000'MT 34,391 13,565 11,149 10,378 6,870 6,532 4,528 2,916 9,623 28,006 1,120

Brinjal (Eggplant) Cabbage Okra Peas Cauliflower

Tapioca Others Total

Sweet Potato

Source: Indian Horticulture Database, Govt. of India, 2009

114,993

128,449

129,077

Production Share of Fresh Vegetables in India (2008-09)

Others 22% Sweet Potato 1% Tapioca 7% Peas 2% Okra 3% Cauliflower Cabbage 5% 5% Brinjal 8% Tomato 9% Onion 11% Potato 27%

Source: Indian Horticulture Database, Govt of India, 2009

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Exhibit 6: Comparative Yields of Major Fruits-India versus Other Countries

(In MT/HA)

Commodity

Yield-India 2007-08 2008-09 7.2 37.0 23.5 6.0 37.0 16.0 6.7 11.1 5.9 8.4 3.3 8.1 7.4

Potential Yield (Highest in world) First Rank Italy (40.4) Indonesia (54.3) India (23.5) Brazil (16.8) Indonesia (72.7) Indonesia (61.2) USA (35.4) Guatemala (26.8) Second Rank Chile (39.1) Costa Rica (42.5) South Africa (13.8) Indonesia (10.9) Guatemala (52.7) Costa Rica (48.5) Third Rank France (37.2) India (37.0) Argentina (13.2) Pakistan (10.6) Brazil (51.7) Mexico (41.9) -

Apple Banana (Eggplant) Grapes Mango Papaya Pineapple *Orange *Guava *Litchi *Sapota *Citrus *Lime/ Lemon *Pomegranate

8.0 36.0 26.0 6.0 33.0 15.0 6.7 11.1 6.1 8.3 3.7 8.3 7.2

Spain (51.2) Turkey (30.5) -

Source: Indian data taken from Indian Horticulture Database, Govt. of India, 2009; World data taken from FAO, 2006

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Exhibit 7: Comparative Yields of Major Vegetables - India versus Other Countries

(in MT/HA)

Commodity

2007-08

2008-09

Potential Yield (Highest in world) First Rank Second Rank Italy (29.6) Japan (44.3) Third Rank Turkey (26.2) Poland (37.7) Turkey (21.5) India (10.5) Japan (47.6) China (10.3) USA (44.2) Brazil (63.3)

Brinjal (eggplant) Cabbage Cauliflower Okra Onion Peas Potato Tomato Sweet Potato Tapioca

17.0 22.0 18.0 10.3 15.0 8.0 19.0 18.2 8.9 33.57

17.3 22.2 18.7 10.5 16.3 8.4 18.8 18.6 9.0 34.35

Japan (34.4) Korea (67.3) Italy (22.3) Egypt (15.7) USA (53.9) France (11.5) Netherlands (45.6) USA (77.4) Japan (275.2) -

Germany (22.2) Saudi Arabia (11.5) Spain (52.1) USA (11.0) Spain (69.6)

Germany (43.8)

Source: Indian data from Indian Horticulture Database, Govt. of India, 2009; World Data taken from FAO, 2006

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Exhibit 8: Exports of Fresh Fruits to various countries from India- Ranks and Share (%)

Commodity Apple Banana Orange Grapes Guava Litchi Mango Papaya Pineapple Sapota

Country 1 Bangladesh 83.70 U Arab Emts 44.6 Bangladesh 90.56 Netherlands 37.32 Saudi Arabia 24.8 Bangladesh 66.3 U Arab Emts 45.8 U Arab Emts 33.4 Nepal 32.0 U Arab Emts 48.5

Country 2 Nepal 12.43 Saudi Arabia 19.6 Nepal 6.95 UK 18.21 U Arab Emts 18.7 Nepal 33.7 Bangladesh 23.9 Saudi Arabia 18.2 Maldives 20.2 Bahrain 16.9

Country 3

Country 4

Country 5

Bahrain 8.0

Kuwait 6.9

Bangladesh 17.11 Sudan 13.4

U Arab Emts 11.52 Oman 7.7 Nepal 6.5

UK 8.2 Netherland 13.7 U Arab Emts 14.5 UK 15.1

Saudi Arabia 4.9 Bahrain 7.9 Saudi Arabia 12.1 Canada 5.4 Kuwait 7.4 Kazakhstan 3.3

Source: Indian Horticulture Database, Govt. of India, 2009

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Exhibit 9: Exports of Fresh Vegetables to various countries from India- Ranks and Share (%)

Commodity Brinjal (Eggplant) Cauliflower Onion Peas Tomato Potato Sweet potato

Country 1 Canada 90.0 Saudi Arabia 29.7 Bangladesh 40.3 Saudi Arabia 69.0 Pakistan 79.7 Pakistan 50.2 U Arab Emts 85.6

Country 2 Netherland 5.6 Canada 26.7 Malaysia 17.5 U Arab Emts 13.7 U Arab Emts 11.2 Nepal 24.6 Maldives 12.0

Country 3

Country 4

Country 5

Nepal 25.7 U Arab Emts 11.8 USA 12.1 Bangladesh 6.6 Sri Lanka 10.3

Maldives 13.4 Sri Lanka 8.7

U Arab Emts 2.4 Pakistan 8.6

U Arab Emts 3.4

Source: Indian Horticulture Database, Govt. of India, 2009

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Exhibit 10: Export of Fresh Fruits from India

Fruits

Quantity( '000 Kgs) 2007-08 2008-09 83,703.18 44,540.57 30,401.46 118,132.93 25,329.57 1,546.50 3,893.44 4,112.28

Value (in Million Rupees) 2007-08 127.42 2008-09 170.71

Mango Apple Banana Grapes Litchi

54,350. 80 32,655.27 16,662.54 29,261.30 96,723.21 10,879.73 161.52

33.31 33.31 27.27 0.06 3.40 5.04

52.17 52.17 23.20 1.56 3.68 6.08

Orange

317.07

367.06

Papaya Sapota

Pineapple

4,194.99 2,150.84

13,833.77

11.23

18.10

Source: Indian Horticulture Database, Govt of India, 2009

Exhibit 11: Export of Fresh Vegetables from India

Vegetables

Quantity(000' Kgs) 2007-08 2008-09 184,960.99 124,617.22 284.60 879.15

Value (in Million Rupees) 2007-08 41.43 2008-09 115.04 127.66

Potato Onion Tomato

1,008,606.48 134,845.15 338.10 814.64 346.81 70.85

78,450.77

1,670,186.29 29.34

1,035.78

Brinjal (Eggplant) Cauliflower Peas

152.91

1,827.52 0.12 0.16 7.95 0.81

1.92 0.02 2.71 0.35

Source: Indian Horticulture Database, Govt of India 2009

Sweet Potato

2,519.41

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Exhibit 12: Fresh Fruit Exporters by Rank, 2005

Commodities
Apple Banana Lemon Other Citrus Fruits/Mosambi Orange Grapes Guava and Mango Papaya Pineapple

Rank 1
China Ecuador Spain China Spain Chile Mexico Mexico Costa Rica

Rank 2
Chile Costa Rica Mexico India S.Africa Italy India Malaysia Philippines

Rank 3
France Philippines Argentina Israel USA USA Brazil Brazil Belgium

Rank 4
Italy Belgium Turkey Thailand Egypt S. Africa Pakistan Belize Cote dIvoire

Rank 5
USA Colombia S. Africa Netherlands Morocco Turkey Peru USA France

India Ranks
28 44 17 2 21 17 2 9 29

Source: Working Paper no 197, ICRIER, Can Horticulture be a Success Story for India?, Surbhi Mittal, 2007

Exhibit 13: Fresh Vegetables Exporters by Rank, 2005

Commodities
Brinjal (Eggplant) Cabbage Cauliflower Onion Peas Tomato Potato Sweet Potato Lettuce Pumpkins and Gourd Beans

Rank 1
Spain USA Spain India Guatemala Spain Netherlands USA Spain Spain France

Rank 2
Jordan China France Netherlands China Mexico France China New Zealand New Zealand USA

Rank 3
Mexico Netherlands China China Belgium Netherlands Germany Israel Mexico Mexico Kenya

Rank 4
Netherlands Spain USA USA Russia Syrian Arab Belgium Indonesia France France Netherlands

Rank 5
China Poland Mexico Egypt Netherlands Jordan Canada Egypt Netherlands Netherlands Spain

India Ranks
24 48 42 1 17 27 17 35 74 74 24

Source: Working Paper no 197, ICRIER, Can Horticulture be a Success Story for India?, Surbhi Mittal, 2007

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Exhibit 14: Major Fruit-Producing Countries

Country China India Brazil USA Italy Mexico

Indonesia Spain Philippines Iran Turkey Uganda

Area 000 HA 11,042.62 6,100.90 2,455.87 1,160.60 1,243.23 1,201.90

Others World Total

24,247.05 55,458.05

720.26 1,895.78 1,118.53 1,354.38 1,094.36 1,822.59

Production 000 MT 107,837.63 68,465.53 38,988.30 28,202.51 17,653.46 16,122.21 15,917.95 15,835.00 15,420.66 13,604.30 12,824.81 10,038.60

217,285.90 578,196.86

Source: FAO Website 10.2.2010; India Data from Indian Horticulture Database, Govt. of India, 2009

Major Fruit-Producing Countries - 2009

Others 37%

China 18% India 12%

Uganda 2% Philippines Mexico 3% Italy Turkey Iran 3% 3% 2% 2% Spain 3% Indonesia 3%

Brazil 7% USA 5%

Source: FAO Website 10.2.2010, expect for India Data (Source Indian Horticulture Database, Govt. of India)

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Exhibit 15: Major Vegetable-Producing Countries

Country China India USA Turkey

Iran Russian Fed. Egypt Italy Spain Japan Others World

Area 000 HA 24,080.08 7,981.00 1,165.23 1,103.40

17,503.81 55,890.49

647.80 861.60 1,217.50 523.64 367.57 438.85

Production 000 MT 457,730.39 129,077.00 36,431.63 27,135.62 16,173.00 14,057.80 13,750.51 13,686.62 12,784.90 12,699.50

232,765.90 966,292.86

Source: FAO Website 10.2.2010; Indian Horticulture Database, Govt. of India, 2009

Major Vegetable-Producing Countries - 2009

Others 24% Japan 1% Italy Egypt 1% China 47%

Spain 1%

2% Iran Russian Fed. 2% 2% Turkey USA 3% 4%

India 13%

Source: FAO Website 10.2.2010, expect for India Data (Source Indian Horticulture Database, 2009)

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Exhibit 16: Progress of Reforms in Agricultural Produce Marketing Regulation (APMC) Acts in India

Sl. No.

Stage of Reforms States/ UTs where reforms to APMC Act has been done for Direct Marketing; Contract Farming and Markets in Private/Coop Sectors State/ UTs where reforms to APMC Act has been done partially States/UTs where there is no APMC Act and hence not requiring reforms States/UTs where APMC Acts Already provides for the reforms States/UTs where administrative action is initiated for the reforms

Names of States/ Union Territories Andhra Pradesh ,Arunachal Pradesh Assam, Chhattisgarh, Goa, Gujarat, Himachal Pradesh, Jharkhand, Karnataka, Madhya Pradesh, Maharashtra, Nagaland, Orissa, Rajasthan, Sikkim and Tripura

1.

2.

a)Direct Marketing: NCT of Delhi b) Contract Farming : Haryana, Punjab, and Chandigarh c) Private Markets: Punjab and Chandigarh

3.

Bihar*, Kerala, Manipur, Andaman & Nicobar Islands, Dadra & Nagar Haveli, Daman & Diu & Lakshadweep Tamilnadu Mizoram, Meghalaya, Haryana, J & K, Uttarakhand, West Bengal, Pondicherry, NCT of Delhi and Uttar Pradesh

4.

5.

*APMC Act repealed w.e.f. 1.9.2006

Source: Agri Marketing Summit, Confederation of Indian Industries, 2009

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Exhibit 17: Cold Chain Requirement in India- Select fruits and Vegetables

Fruits and vegetables are natural produce which live and breathe. They vary in their respiration and maturity behavior and as such require a distinct temperature, humidity and packaging condition to ensure quality.
Storage Temperature (degree Centigrade) 1 1 3 1 12 18 1 12

Product Sweet corn Baby corn French Beans Onion Mango Banana Apple Pineapple

Storage Humidity 96% 95% 95% 63% 90% 95% 95% 90%

Approx Shelf Life 5 days 5 days 5 days 110 days 25 days 7-28 days 90-240 days 14-36 days

Source: Quality and Process control department at FieldFresh

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Exhibit 18: Typical Baby Corn Cost Structure

Selling Price*

Rs. 200**

Costs Raw material Packaging Labor/factory overheads Transportation (including air freight) Rs. 55 Rs. 20 Rs. 30 Rs. 85

* Selling Price does not include government subsidies that can add about 5% of FOB value ** The selling price are quoted in Indian rupees. However, final prices are settled in Euros or Sterling. Any exchange rate fluctuation will impact the rupee realization while the costs will remain constant. Source: Casewriters notes based on company documents

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Exhibit 19: Consumer Criteria for Choosing a Fresh Food Store

Source: The Fresh Imperative: Creating Excellence in Asian Fresh Food Retailing, Coca-Cola Retailing Research Council, Asia & Accenture report

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Exhibit 20: Potential Competing Countries for Export Markets

Crops/Groups Fruits Apple Banana Lemon Other Citrus Fruits/ Mosambi Orange Grapes Mango and Guava Papaya Pineapple Vegetables Brinjal (Eggplant) Cabbage Cauliflower Onion Peas Tomato Potato

Potential Competitors

China, S. Africa Oman, Singapore, Philippines S. Africa, Jordan, Iran Spain, France, S. Africa, Thailand, Netherlands, Bhutan

Austria, USA, S. Africa, Syria, Chile Mexico, Australia, China, Singapore, UAE Malaysia Thailand, S. Africa, Philippines, Malaysia, Kenya Netherlands, Spain, France, Kenya

Sweet Potato Beans

Spain, Netherlands Mexico, Australia, China, Singapore, UAE Thailand, Netherlands, China, Pakistan, Indonesia Syria, Egypt, Greece, Kenya China Pakistan Thailand, Indonesia, Vietnam Jordan, Kenya, Oman, Zambia, Iran, Egypt

Source: Working Paper no 197, ICRIER, Can Horticulture be a Success Story for India? by Surbhi Mittal, 2007.

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Exhibit 21: Production and Supply Forecast- Fruits & Vegetables in India

Year Vegetables 2010-11 2015-16 Fruits 2010-11 2015-16

Area (Million HA)

Yield (Tones/HA)

Production (Million Tones)

Post-harvest Losses (percent of production)

Supply (Million Tones)

6.49 6.49

20.2 23.5

131.0 152.5

19 19

106.2 123.5

4.43 4.43

15.1 16.9

66.9 74.9

25 25

50.2 56.2

Source: Kumar, Praduman and Pramod Kumar (2003) Demand, Supply and Trade Perspective of Vegetables and Fruits in India, Indian Journal of Agricultural Marketing, Vol 17(3): 121-130

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Exhibit 22: Fruit Production and Consumption Patterns in India

A. Production wise contribution to total Top two fruits = 56.9% Top three fruits= 9.5% Top four fruits=74.8% Top five fruits=77.5% Top ten fruits= 87.2% B. Revenue (Quantity X Rs/Kg) contribution to total Top ten fruits 83% Top twenty fruits 97% C. Ranking of fruits on the basis of quantity of production 1. Banana 2. Mango 3. Citrus 4. Papaya 5. Guava 6. Grapes 7. Pineapple 8. Sapota 9. Pomegranate 10. Litchi 11. Watermelon 12. Muskmelon 13. Orange 14. Sweet Orange 15. Lemon 16. Pear 17. Coconut 18. Kinoo 19. Babughosa (A type of pear) 20. Groundnut whole

D. Ranking of fruits on the basis of Revenue (Quantity X Rs/Kg) generation 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Banana Apple Lemon Mango Orange Papaya Watermelon Muskmelon Sweet Orange Pomegranate Kiwi Strawberry Lemon Raspberry Cherry Jamun Apricot Apple Dates Plum 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. Pear Guava Grapes Coconut Kinoo Sapota Groundnut whole Babughosha (A type of pear) Awala Peach Grapes Cheekoo Peach Groundnut whole Litchi Pomegranate Orange Belpathar Kinoo Green Badam

E. Ranking of fruits on the basis of Margin (Rs./ Kg)

Based on Indian Horticulture database 2009 and field study done by FieldFresh team

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Exhibit 23: Vegetables Production and Consumption pattern in India

A. Production wise contribution to total Top two vegetables- 37.1 Top three vegetables -45.7 Top four vegetables -53.7 Top five vegetables -59.0 Top ten vegetables 78.3 B. Revenue (Quantity X Rs/Kg) contribution to total Top ten fruits 83% Top twenty fruits 97% C. Ranking of vegetables on the basis of quantity of production 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Potato Onion Tomato Brinjal Tapioca Cabbage Cauliflower Okra Peas Sweet Potato Potato Tomato Onion Cauliflower Cucumber Brinjal Bootle gourd Coriander Capsicum Bhindi Coriander Garlic Babycorn Mint Green gram peeled Broccoli Ginger Green Chilli Sprouted gram Sprouted moong 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. Cucumber Bottle gourd Coriander Capsicum Tori (Smooth gourd) Carrot Ginger Palak Garlic Radish Carrot Ginger Brinjal Palak Garlic Radish Peas Smooth gourd F. Beans Arvi

D. Ranking of vegetables on the basis of Revenue (Quantity X Rs/Kg) generation

E. Ranking of vegetables on the basis of Margin (Rs./ Kg) 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. Capsicum Kari Leaves Lettuce Baby Pumpkin Beetroot Brinjal Chappan Tinda Ribbed gourd Green Onion Parwal (Pointed gourd

Based on Indian Horticulture database 2009 and field study done by FieldFresh team

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