introduction and more

1. Horticulture Base Product
Project Report : Horticulture Base Product
College : K.S. School of Business
Management
Div : S.Y. [M.B.A.] – [A]
Subject : Marketing Management
Submitted To : Swati Saxena
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2. Horticulture Base Product
Group Member
No. Roll No. Name
1. 2003 Dhaval Bhoraniya
2. 2010 Budhdhesh Bambhaniya
3. 2012 Arvindkumar Chavada
4. 2018 Sunil Gandhi
5. 2029 Tarunkumar Makwana
6. 2043 Mehulkumar Patel
7. 2054 Mayankkumar Prajapati
8. 2077 Bhaveshkumar Valand
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3. Horticulture Base Product
Content
NO. NAME. PAGE NO.
1. INTRODUCTION 4
2. DISTRIBUTIN OF APPLE 7
3. INDIAN APPLE MARKET 8
4. PRICE OF THE APPLE 10
5. MAJOR PROBLEM 12
6. PROFIT IN HORTICULTURE [APPLE] 14
7. PRODUCER 16
8. STOREGE 18
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4. Horticulture Base Product
Introduction
What is horticulture?
The term Horticulture is derived from two Latin words i.e. Hortus
meaning garden or enclosure and ―Culture meaning cultivation.
So, horticulture literally means garden culture or culture of
garden crops. The term―Agriculture refers broadly to the
technology of raising plants as per the environmental changes. On
the other hand ―Horticulture which is a part of agriculture is
concerned with the raising of so called garden crops.
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5. Horticulture Base Product
In olden days staple (food) crops (Paddy, Maize, Wheat
etc.) were grown in open fields on a large scale, while some crops
of special interest like fruits, vegetables, flowers etc. were grown
in the back yard of houses in an enclosure.
In cases where fruits, vegetables and flowers were grown
in areas other than backyards, they are protected by erecting
walls, by raising live fences, non-live fences etc.
As such the term Horticulture in the original sense referred
to the cultivation of crops with in the protected enclosure, which is
often called as a garden Crops grown in a protected enclosure.
So, the culture of crops in gardens is referred as Horticulture.
At present, fruits, vegetables, flowers etc. are grown not
only with in the back yards, but also in large areas in open fields
on a commercial scale.
Traditionally garden crops include fruits, vegetables and
flowers. But today‘s horticulture deals not only the fruits,
vegetables and flowers but also other important crops like spices,
condiments, plantation crops, medicinal and aromatic plants etc.
Besides cultivation of these crops, present day horticulture deals
with the utilization and improvement of these crops.
Hence, modern horticulture may be defined as a part of
agricultural science, which deals with the production, utilization,
and improvement of fruits, vegetables, flowers, ornamentals,
plantation crops, medicinal and aromatic plants etc
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6. Horticulture Base Product
Divisions of horticulture
Horticulture crops include fruits, Vegetables, flowers,
plantation crops, Spices, condiments, Medicinal and Aromatic crops
etc. In addition to these, Horticulture also deals with rising of trees for
shade, ornamental and avenue purposes, planning and raising of
ornamental gardens, parks and raising of seed and planting material.
Further, horticulture also deals with the utilization of horticulture
produce and improvement of horticulture crops. Hence, based upon
the crops dealt and also their purpose and utilization, the branch of
horticulture is sub-divided in to the following divisions for
convenience.
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7. Horticulture Base Product
Distribution of apple
A fruit distributor packer performs the function of processing
fresh fruits and covering or packaging them while preserving their
nutritional value, dealing with their distribution. Thus, he
concentrates on marketing functions in connection with fresh
produce industry. It focuses on packaging and distribution
functions which preserve its quality for a longer period of time.
The items of daily requirements linked with fruits and
vegetables are covered under this and he has to center his
attention round the distribution and marketing function of such
products. These products have a comparatively small life span
and hence, they need to be given due care while packaging and
distribution. The fruit distributor packer is accountable for the
following duties.
 Processing of fresh fruits.
 Performing semi-automated operations with the help of
conveyors and other equipment.
 Maintaining continuous flow of fruits and suitable packaging.
 Adjusting of different tools and processes to ensure a smooth
functioning of operations.
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8. Horticulture Base Product
Indian Apple market
In the 1990′s the Indian economy entered a state of
transition when the central government began giving up its
protectionist trade policies. Reforms in the traded sector gathered
momentum especially during the post-Uruguay Round period.
The first major step towards liberalization occurred in 1997 when
the government lifted import licensing restrictions on several food
items by moving them into Open General License (OGL) list. By
1999, around 470 agricultural products were put on OGL, and,
today, restrictions on almost all of the agricultural products, once
exceeding more than 1400 in number, have been eliminated.
INDIA’S CUSTOMS DUTIES ON SELECT FRESH
FRUIT
Apples 50% Pears 35% Grape Fruit 25%
Papaya 30% Banana 30% Kiwi Fruit 30%
Plums 25% Guavas 30% Water Melon 30%
Mandarins 30% Strawberries 30% Mangoes 30%
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9. Horticulture Base Product
CUSTOMS DUTIES ON APPLE
India 50% Malaysia 5% Canada 0%
Bangladesh 37.5% European Union 9% Mexico 0%
Korea 45% Vietnam 40% New Zealand 0%
Dominican 20% Japan 17% Singapore 0%
Turkey 60.3% Saudi Arabia 0% Hong Kong 0%
Egypt 40% China 10% United States 0%
Distribution channel
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10. Horticulture Base Product
Apple is perishable consumer goods it’s distribution channel is not
very long.if the Apple not reach in the market place within 8 hours
the farmer hardily get 50% price of market because of
perishability.
Prices of Apple
KOCHI/PUNE/AHMEDABAD: Fruit prices have risen ahead
of the festival season. Production shortage and good demand
have led to a spike in the prices of apple, pineapple and
pomegranate. Consequently, consumers are shifting to cheaper
fruits available in the market.
Apples in Delhi retail markets sell for Rs 60 to Rs 80 a kg.
Mother Dairy business head (horticulture) Pradipta K Sahoo said
premium apples were being sold in retail by Mother Dairy for Rs
89 a kg. At a Reliance store at Ahmadabad, Indian apples were
sold for Rs 100 a kg and Fuji apples for Rs 110- Rs 120 a kg.
For example:
Red apple Kashmir in Srinagar
Price- Rs.900 /box
Red apple is also known as
Ambree kashmiri
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11. Horticulture Base Product
Annual wholesale average price trend of apple
Royal(HP)-2011
NO City Price per qtl.
1 Ahmedabad 10000
2 Chandigarh 8500
3 Delhi 7500
4 Hyderabad 9000
5 Pune 7100
6 Shimla 4500
7 Agra 6100
8 Bhopal 7600
9 Jaipur 8600
10 Jammu 4000
11 Surat 9500
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12. Horticulture Base Product
Major Problem
India is agriculture base country, most of people depend
on their farms for bread and butter. But they face many
financial, Economical, Political, Infrastructural, Environmental,
Informational, social and Religious problems.
 Large area under old/ senile plantation.
 Poor quality of seeds/ planting material and low rate of
replacement of seeds/ cultivars.
 Lack of irrigation.
 Economy of scales.
 Inadequate storage and cold chain.
 Inadequate research, extension and credit support.
 High wastages of the produce (8-37%).
 Only 0.8% of produce is processed.
 Inadequate processing and marketing infrastructure.
 Inadequate institutional support particularly in hilly region.
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13. Horticulture Base Product
 Lack of awareness about importance of fruits and vegetables
as nutritional supplement.
 Inadequate safety standards, infrastructure for quality check
and enforcement mechanism.
 Weak database equipped Departments in States.
 Poor HRD infrastructure.
 Little hedge against uncertainty / risks.
 Fragmented land holding.
 Very poor backward and forward linkages.
 Poor infrastructure.
 Lack of post harvest Technology.
 Poor logistics.
 Supply Chain Management missing.
 Problem regarding skilled labour and labor cost.
 Non Availability of Electricity in rural and small horticulture
farmer.
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14. Horticulture Base Product
Profit in Horticulture
Most of The India farmer have small farm for cultivation
under horticulture, and because of other burden like High labour
cost, Lack of technology, traditional equipment, high risk of crop
failure and other problem the profit ratio of horticulture farmer is
law in India’s major states.
Apple (Malus pumila) is commercially the most important
temperate fruit and is fourth among the most widely produced
fruits in the world after banana, orange and grape. China is the
largest apple producing country in the world. In India North-
Western Indian States of Jammu and Kashmir (J&K), Himachal
Pradesh (H.P.) and in Uttar Pradesh (U.P.) hills. The North-
Eastern Hills region.
Current price of apple in mandi market on 18th September
2012 average price is 11000 Rs per Quintal, the average
production of apple and pearls per hector is 38 tones (2008) in
Kashmir. So, the farmer produce 4180000 Rs {38*10*1100}
apple in one hector. It seems very large amount but some
factors are there to hinder the profit ratio like…
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15. Horticulture Base Product
High price of seeds.
Failure of crop because of heavy snow fall.
High labour charges in hilly region.
Long distribution channel and Unexpected commission.
High cost of credit and it’s availability.
So, the cost of production per quintal is 9000 to 9500 Rs.
Surplus remain after deducting all expenses hardly 2000 to 1500
Rs. Per quintal, so that a farmer get 7.6 to 5.7 lacks Rs. In India
the farmers hardly found more then large area under apple
cultivation because of unstructured land and step method farming.
When we think about export, About 69 million tones of apples
were grown worldwide in 2010, and China produced almost half of
this total. India stand in 5th number in worlds largest producer.
India export 313,866,000 Rs. Apple in 2006-07, and 318,088,000
Rs. in April Dec.2007. As per the Hindustan Studies & Services
Ltd. Export report.
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16. Horticulture Base Product
PRODUCER
APPLE :-
Origin – Eastern Europe and Western Asia.
Major Producing States In India – Jammu & Kashmir, Himachal
Pradesh & Uttaranchal
Latest Production – 28.91 Lakh Tones
Advance Technology -High density planting on Mailing root stock
Pre-cooling - Forced air
Treatment for quality - Pre storage treatment with Antioxidant
within a week of harvesting
The major apple producing belts are :
� North West Hill Region
Jammu & Kashmir (Srinagar, Budgam, Pulwama, Anantnag,
Baramullah, Kupwara), Himachal
Pradesh (Shimla, Kullu, Sirmour, Mandi, Chamba, Kinnaur) and
Uttranchal (Almora, Nainital,
Pithauragarh, Tehri, Pauri, Chamoli, Uttarkashi, Dehradun).
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17. Horticulture Base Product
� North East Hill Region
Arunachal Pradesh (Tawang, West Kanneng, Lower Subansiri)
Recommended varieties of apple in different states in
India
Season Himachal Jammu & Uttranchal
Pradesh Kashmir
Early Tydeman’s Early Irish Peach, Early Shanburry,
Michael Fenny
Benoni,
season Molies Delicious, Benoni, Chaubattia
Schlomit Starkrimson Princess
Mid season Starking Delicious, Razakwar Red Delicious
Red Delicious, Jonathan Cox’s Starking Delicious
Richared Vance Orange, Pippin, McIntosh Cortland
Delicious Top Red Red Gold Queen,s Golden Delicious
Lord Lam Oregon Apple Rome
Spor Beauty
Late season Red Gold King Pippin, Rymer,
Golden Delicious, American Buckingham
Yellow Newton, Apirouge, Kerry
Granny Smith Pippin, Sunhari
Chamure,
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18. Horticulture Base Product
Storage
APPLE :-
The harvest period for apples varies from one variety (cultivar) to
another. For example, Jonathan apples are normally harvested in
mid to late September. Gardeners, therefore, should base the
harvest time on the maturity of the apples rather than a specific
calendar date.
There are several indicators of apple maturity. Mature apples are
firm, crisp, juicy, well-colored, and have developed the
characteristic flavor of the variety. Red color alone is not a reliable
indicator of maturity. Red Delicious apples, for example, often turn
red before the fruit are mature. Fruit harvested too early are
astringent, sour, starchy, and poorly flavored. Apples harvested
too late are soft and mushy.
Storage Conditions
Temperature : -10 to 00C with exceptions
Relative Humidity : 90-95%*
Storage Period : 2-8 Months (depends on variety)
Freezing Point : -1.70c aprox.
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19. Horticulture Base Product
When harvesting apples, pick and handle the fruit carefully to
prevent unnecessary damage. Sort through the apples during
harvest. Remove and promptly use bruised or cut apples. Also,
remove apples, which exhibit insect and disease problems.
Separate the apples by size. Use the largest apples first as they
don't store as well as the smaller fruit.
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20. Horticulture Base Product
Once harvested and sorted, store the undamaged apples
immediately. The temperature and relative humidity during storage are
critical for maximum storage life. Proper storage conditions for apples
are a temperature near 32ºF and a relative humidity between 90 and 95
percent. Apple varieties, such as Red Delicious, stored under optimum
conditions may be stored up to 3 to 5 months. Apples stored at a
temperature of 50ºF will spoil two to three times faster than those stored
at 32ºF. If the humidity during storage is low, apples will dehydrate and
shrivel.
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21. Horticulture Base Product
THE END
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