September 17, 2004
Bharti launches India fruit venture
Source: WorldisGreen.com » Bharti launches India fruit venture
The BBC reports on a significant development. Bharti has launched a fruits venture with the Rothchilds of the UK.
Indian telecoms giant Bharti is moving into the global fruit and vegetable market in a joint venture with a unit of UK finance group Rothschild. FieldFresh Foods aims to sell produce to the EU, Southeast Asia, the Gulf and Central Asia within 18 months.
India produces 14% of the world’s fruit and vegetables but only 1% is exported due to lack of processing facilities. A farm and research facility in the northern state of Punjab will source produce from all over the country.
Each firm is investing $25m (£13.9m) in the venture, which plans to sell apples, mangoes, grapes, cherries, tomatoes, baby corn, okra and iceberg lettuce. Cold storage, processing plants and refrigerated transport facilities will also be established.
“Instead of the farmers’ beautiful produce being wasted, we can take their product to Europe at a price point that can be competitive,” said Lynn Forester de Rothschild, a member of FieldFresh’s board.
“If we do this right, then agriculture will become to India what IT outsourcing is today.”
Indian Express adds :
‘‘Around 70 per cent of India’s agri-produce is already organic, it’s just not certified as such. We will help farmers with this,’’ said Ravi Deol, CEO of FieldFresh.
FieldFresh will export only fruits and vegetables and has no plans for grains, oils, seeds or other farm commodities. Domestic sales will not begin until at least a few months after launch, he added.
FieldFresh will focus on niche international markets that demand specific fruits and vegetables from India. “For instance grapes from Maharashtra and mangoes from Uttar Pradesh have large untapped markets in the UK,’’ said Rakesh Bharti Mittal, joint MD, Bharti Enterprises.
‘‘Thirty-five to 40 per cent of fresh produce in Indian farms goes waste due to improper packaging, sorting, processing, storage and transportation. Our intervention will improve delivery and quality at this level and during production,’’ said Sunil Mittal.
Lady Lynn Forester Rothschild, a director of FieldFresh Foods said if Indian farmers became more efficient, their farms would be far more profitable.
‘‘Every 60th person in the world is an Indian farmer, but he produces 1.8 tonnes a hectare, while an American farmer produces 8 tonnes. China has 60 per cent of India’s arable land in use, but has 40 per cent more agricultural produce. There are immense opportunities here,’’ she said.
This is a significant development for India. Bharti has proved that it is a good marketing company. Its skills and resources will be helpful in making it big in the agri-business.
Posted by Ramdhan Yadav at September 17, 2004 08:16 PM Perma Link
sir this is right which is write above. every farmers facing lots of lots of facing problem and due to this reason volume of loss is too high.Only cool chain is single way to stop the increase loss.
Sir i m also cool chain management student. thats why i know all of these.
Sir
I am a management student from a reputed institute. I personally feel that Bharthi groups new venture is a high risk proposition to start it big right from the start. Instead it should have made a good foothold first in the local distribution of fruits and vegetables so that a returned consignment(magnitude to be defined) wont hurt the inertia of the venture. Moreover from my personal experience i feel that most of the agriculture produce in India is heavily contaminated with chemical pesticiedes as against what Ravi Deol, CEO of Field Fresh feels.
I strictly feel that more of the things proposed by the CEO is globe and absolutely stupid. Look before you leap.
Kaushik
Bsc Hort,PGP ABM
Sir
As per my experience of research in "agri-supply chain" I can definitely say that venture is going to be sucessful if proper synegies are built through out the supply chain by addressing various intricacies involved in Indian Scenario: like small land holdings, closely knit arhtiyaa system and many inefficiencies.......". But having a promised marketing oppurtunities thorugh "Rothschild" and assured quality produce supply through contract farming gave bharti an edge to add to national wealth.
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A CHARITABLE TRUST IN INDIA
All the outset we wish to bring to your
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the right step at the right time..
with the current boom in the sector and favorable government response agriculture has been coming out of ages. with advent of technology and improvemnet in supply chain , bharti is poised to make big in this sector..
as students of uttaranchal and studying in related field, state offered vast opportunities still remain untapped.
Surjeet singh , Narendra Yadav & Himanshu Wahi , PGP cabm, pantnagar
Idea is good .but there is a lot of things in value chain which has to taken care...
Idea is good .but there is a lot of things in value chain which has to taken care...
Dear sir
i came to know that fieldfresh is planning to sell their produce in indian market. In my openion your produce will be better in quality since you are planning for coolchain but because of high cost of handling your produce will be more costlier in the market .
Anurag Chaubey
Head - Fruits , Vegetable and Grocery business Div.
Express Retail Services Pvt. Ltd. N.Delhi
1.Technically -OK
2.Commercial viability should be studied to derive realistic inferences.
3.Logistics, costings, procurements, durations, etc
4.Scope of produce, areas , success of crops ?, Time parameter etc
5.Infra.(cold chain) and human resource.
6.Mitigation to crop failures, demand fluctuations, govt. policies of related countries.. etc.
Anuraag Panchal
B.Tech IIT
Former Employee M/s Snowman Frozen Foods Ltd(Biggest cold chain company in Asia)
Presently working for M/s Carrier India Ltd.
as per my view bharti field fresh foods venture welcoming one.it will enhance farming efficiency to meet global standard quality.and which will generate job opportunity to indian people.like big corporate giants should enter into agri-business to increase agriculture growth in india.
thank you
dear sirs,
This is an excellent idea to bring the farming in India more advance.This will give great job opportunity to farmer family specially and migration of labourers from village to city,which
will solve the burden on urban city.As far as logistic problem it automatically be solved. Mr.
Mittal always takes a challanging job in building of nation.Keep it up the trend you have
adopted.
A C Prasad,B.Tech,Pant college of Technology,Pantnagar,
Retired General Manager(Material),Coal India Ltd.
Presently working as consultant based in Mumbai
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