The ORANGE CITY In INDIA. world market, Indian market, growth potential, opprtunities for export

1. THE ORANGE CITY OF INDIA NAGPUR

2. World Production

3. Total production of 125Million Tones in the year 2009-2010 Major producing countries are: Brazil, Mexico, USA, China, India, Iran, Italy, Indonesia.

4. Total World Exporters (Total 80,00,000 T)

5. Importers from the world

6. Contribution from India Total area under Orange cultivation is 1,90,000Ha. Maharashtra is the leading state in production. Total area approx. 1,20,200 Ha. 5% contribution to the worlds Orange production. Nagpur region is the largest producer and cultivator of the Citrus Crop. Nagpur is known as “The Orange City”. The climate is suitable for cultivation of Citrus. Total area under production is 87,400ha. Nagpur contributed 48% to the total countries Orange production.

7. Nagpur lacks the Fruit processing facility. NOGA(Nagpur Orange growers Association) is a public limited company and took over by Government of Maharashtra (MAIDC) In year 1972. Pal and Partners along with the Desai Fruit and vegetable conducted a survey and planning to set up a FOJC(Frozen concentrated orange juice) processing plant at Nagpur.

8. Producers sell fruits to pre-harvest contractors and fetch unremunerative price. Mandarin growers receive better prices in local market in comparison to sale of fruits at orchards. Transportation cost of fruits and payment to commission agents has major share in market cost. Wide variations in prices were found in different local markets. Important varieties: Nagpur santra, kinnow Mandarin, Coorg santra.

9. India's total orange export is approx. 50,000 tonnes/year. Marketing is the major issue faced by the Orange Growers. Multichannel involvement from the source of production to the ultimate consumer.

10. Marketing channels The main channels followed for marketing of mandarin fruits include: Growers – Pre-harvest contractors – Commission – Wholesalers-Agents – Retailers – Consumers. Growers – Wholesalers – Commission Agents – Retailers – Consumer Growers –Wholesalers- Processing Industries – Commission Agents – Retailers – Consumer

11. These channels are not cost effective as it reduces the profit margin for the farmers and cost of product increases for the consumer. It also does not attract the exporters and foreign Importers as the channel is long. Many exporters purchase the material from the local mandis / Wholesalers.

12. Export Channel Preharvest contractors Local mandis Farmers Exporter Importer

13. Profitable Channel for Exporters Farmer Producer representative Exporter Importer

14. The above channel will reduce the margin eaten away by the Middlemen. Preharvest / producer representative will look after the transportation, packaging, and grading of the material.

15. Hope you enjoyed the presentation. Basically I am an Orange Grower and Preharvest Contractor. We used to trade Oranges in different parts of the country. I am looking for the companies involved in Export of Fruits from India or the fruit processing companies.

16. Please fill free to contact me . Thank you. Nikesh Dhunde nikesh.dhunde@gmail.com 09096728353 07828604560