Objective:

1. Study and analyse the Indian Agriculture export market and recommend the top 3 commodities into which Mahindra’s
Grapes Export business should foray.
2. Craft a detailed go to market strategy for the recommended commodities with financials.
Go to Market strategy:

 Trend in exports from India for a given

commodity. Any commodity whose  Shelf life period. Commodities with less than
exports have shown a decreasing trend 7 days of shelf life are not considered .
are not selected.
 Export Value. We did not
 Possible profit margin.
consider any commodity that
Commodities with less
has export value of less than
margin or less total profit
20Cr.
value have been
eliminated.
 Cost of sales channels. We
 Region grown. Commodities considered cost for
not grown in Maharashtra for establishment of new channels
exports are not considered. and compared B2B vs B2C.
Banana 6,000.00
STATEWISE PRODUCTION
18
16.27 16
5,000.00 14.54 13.69 14
4,000.00 12
10.42 10.31 10
3,000.00
8
2,000.00 6
4
1,000.00
2
0.00 0
Andhra Gujarat Maharashtra Tamil Nadu Uttar Pradesh
Pradesh Product quality and standards :
1. Breed - Grand Naine Cavendish
Production (000 tonnes) Share(%)
2. Storage temperature - 13-14 °C
Financials 3. Certifications - Phyto Sanitary, Global GAP
Certification, Export health certificate,
1. Cost of acquisition (APMC prices) - Rs 7500/- per MT Organic Certification, Certificate of origin.
2. Possible cost for logistics - Rs 2000/- per MT (within Maharashtra) 4. Transport - By sea
3. Possible sales channels - a) Retail partners, b) Online sales (B2B), 5. Storage - up to 3 weeks in ethylene free air
and  c) Food processing units or up to 6 weeks in a controlled atmosphere
4. Size of current Export volume and value (India) (Average of 2015 at 14 ̊ C 
-18) - 102429.2 MT and Rs 35603/- per MT (averaged over 6. Packaging - 13Kg
countries and years) Top Countries Total value Total Quantity Price (lakhs)/MT
Market parameters (Avg b/w 2015-18) (Avg b/w 2015-18) (Avg b/w 2015-18)

1. Volume produced in Maharashtra (averaged between 2015 - 17)

- 39320 MT UAE 22773.9 10913.9 0.47923
2. Major exporters from this region are - Desai fruits and Oman 13191.2 4699.6 0.35626
vegetables Pvt. Ltd.
Saudi Arabia 10285.9 5107.71 0.49657
3. Major international competitors - South Africa, Egypt, Spain,
Turkey
Kuwait 7178.93 3140.83 0.43750

Qatar 3765.05 2113.68 0.56139

Turmeric 350
STATEWISE PRODUCTION CONTRIBUTION
35
300 31.12 30
250 25
200 20.08 20
150 15
12.25
100 10
8.34
50 5.76 4.81 5 Product quality and standards :
0 0 1. Breed - Rajapore and Sangli turmeric
Telangana Maharashtra Tamil Nadu Gujarat Orissa West Bengal
2. Storage temperature - 12-14 Centigrade
Financials Production(000 Tonnes) Share(%) 3. Certifications – Phyto Sanitary, Global GAP Certification,
Export health certificate, Organic Certification, Certificate
1. Cost of acquisition (as per data collected from APMC. - Rs 60000/- of origin.
per MT 4. Transport - By sea
2. Possible cost for logistics - Rs 2000/- per MT (within Maharashtra) 5. Storage - 20 weeks
3. Possible sales channels - a) Retail partners, b) Online sales(B2B), Top Countries Total value Total Quantity Price (lakhs)/MT
and c) Food processing units (Avg b/w 2015-18) (Avg b/w 2015-18) (Avg b/w 2015-18)
lakhs
4. Size of current Export volume and value (Average of 2015 - 18) -
125633MT and Rs 97326/- per MT (averaged over countries and
years) IRAN 11946 13811 0.86
Market parameters USA 10652 6269 1.62
1. Volume produced in Maharashtra - 190,090 MT
2. Major exporters from this region are - Supple tek industries pvt. UAE 6495 7350 0.88
ltd, Sanwaria consumers limited, Metco export international
3. Major international competitors - Vietnam, Indonesia, Burma
Malaysia 6368 6390 0.99

UK 4920 4081 1.20

Papaya 1,800.00
1,600.00
STATEWISE PRODUCTION CONTRIBUTION
28.19
30
25
1,400.00
1,200.00 20.99 20
1,000.00
15
800.00
600.00 9.92 10
400.00 7.04 6.82
5
200.00
0.00 0
Andhra Gujarat Karnataka Madhya Maharashtra
Pradesh Pradesh Product quality and standards :
Financials Production (000 Tonnes) Share(%)
1. Breed – Taiwan Red Lady
2. Storage temperature - 10-13 °C
1. Cost of acquisition (APMC prices) - Rs 20000/- per MT. 3. Certifications - Phyto Sanitary, Global GAP Certification,
2. Possible cost for logistics - Rs 2000/- per MT (within Maharashtra) Export health certificate, Organic Certification, Certificate
3. Possible sales channels - a) Retail partners, b) Online sales (B2B), of origin.
and  c) Food processing units 4. Transport - By sea
4. Size of current Export volume and value (India) (Average of 2015 -18) 5. Storage - 1-3 weeks
- 7928.2 MT and Rs 63008/- per MT. (averaged over countries and
years) 6. Packaging - 8Kg/5kg

Market parameters Top Countries Total value (Rs) Total Quantity Price (lakhs)/MT
(Avg b/w 2015-18) (MT) (Avg b/w 2015-18)
(Avg b/w 2015-18)
1. Volume produced in Nandurbar, Jalgaon, Dhule and Solapur
districts (averaged between 2015 - 17) - 172000 MT UAE 2022.533 4842.573 0.417

2. Major exporters from this region are -BOMBAY FRUITS & Saudi Arabia 1019.967 2098.383 0.486
VEGETABLE IMPORT EXPORT PVT LTD, Swani Spice Mills pvt. Netherland 475.403 636.203 0.747
ltd.
3. Major international competitors - Sri Lanka, Thailand, Kuwait 292.33 615.386 0.475
Bangladesh, Brazil
Bahrain 262.243 675.95 0.387
TARGET AREA FOR PROCUREMENT:

Sources:
 Horticulture Statistics At Glance
2018( Government of India).
 The Observation of Economic
complexity.
 Maharashtra State Agriculture
Marketing Board.
 APEDA Reports.
 Indiastat
 Spice Board of India
 AEP of Maharashtra State
 Department of Agriculture,
cooperation and Farmers
Welfare.