Optimizing the apple farming business using business strategy and marketing principles

By: Contributor(s): Material type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management 2023Description: 48 p.: ill. includes referencesSubject(s): DDC classification:
  • SP2023/3787 SP003787
Summary: The apple cultivation in India dates back to the 1300s when the apple was cultivated under the rule of the Muslim rulers [1] . However, the significant milestone in apple cultivation came when the British started the cultivation in 1838 , with the first batch imported from Liverpool and planted in Mussoorie. Today India produces about 2.4 million metric tons with the crop majorly being cultivated in the States of Jammu & Kashmir, Himachal Pradesh, Uttarakhand, Arunachal Pradesh, and Nagaland. But even after this, the ratio of imports to exports is very high, making India a massive importer of apples, with 0.45 million tons imported in the year 2021 and the exports being only around 0.025 million tons . The primary reason for this is cheaper and superior quality apples from countries like the USA, Turkey, and some European countries. Various problems, such as mistrust towards the supplier's side in terms of grading and seasonal supply, make the sale of the local crop even more cumbersome thus reduce the overall market value. In this project, we will focus on apple cultivation in the states of Himachal Pradesh and Uttarakhand and try to devise a solution to make the apple business better for the farmers. We will primarily focus on how differences between the farmers/suppliers and the wholesalers can be mitigated to promote the Indian apple better while also looking into other things.
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Student Project Vikram Sarabhai Library Reference Students Project SP2023/3787 (Browse shelf(Opens below)) e-Book - Digital Access SP003787

Submitted to Prof. Hyokjin Kwak

Submitted by: Kanishk Singh Thakur, Ritesh Subhash Thakre

The apple cultivation in India dates back to the 1300s when the apple was cultivated under the rule of the Muslim rulers [1] . However, the significant milestone in apple cultivation came when the British started the cultivation in 1838 , with the first batch imported from Liverpool and planted in Mussoorie. Today India produces about 2.4 million metric tons with the crop majorly being cultivated in the States of Jammu & Kashmir, Himachal Pradesh, Uttarakhand, Arunachal Pradesh, and Nagaland. But even after this, the ratio of imports to exports is very high, making India a massive importer of apples, with 0.45 million tons imported in the year 2021 and the exports being only around 0.025 million tons . The primary reason for this is cheaper and superior quality apples from countries like the USA, Turkey, and some European countries. Various problems, such as mistrust towards the supplier's side in terms of grading and seasonal supply, make the sale of the local crop even more cumbersome thus reduce the overall market value. In this project, we will focus on apple cultivation in the states of Himachal Pradesh and Uttarakhand and try to devise a solution to make the apple business better for the farmers. We will primarily focus on how differences between the farmers/suppliers and the wholesalers can be mitigated to promote the Indian apple better while also looking into other things.

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