Whiteball revolution

WHITE BALL REVOLUTION
A socio economic
transformation through
productive participation &
AGRO BASED
INDUSTRIALISATION
Satyajit Singh

WHY MAKHANA ?
ECONOMIC IMPORTANCE

 BIHAR -- 90% OF THE WORLD PRODUCE
 AREA -- 75000 HECTARES
 DISTRICTS ---- 8
 (Madhubani,Darbhanga,Samastipur,,supaul,Madhepura,sahars
a,purnea,katihar)
 POPULATION --- 50000 FAMILY
 CROP PRODUCTION – 50000 --–75000 Tons /Annum
 CROP VALUE -- 1500 CRORE / ANNUM/APX
 AGRICULTURE REMAINS THE CENTRAL TO BIHAR
GROWTH AND POVERTY REDUCTION AGENDA

WHY MAKHANA ?
SOCIAL IMPORTANCE

 FARMING BY MOST DEPRIVED SECTIONS OF
THE SOCIETY (FISHERMAN COMMUNITY )
 FAMILY ENGAGEMENT WILL BE ENSURED FOR
9 MONTHS IN A YEAR
 EMPOWERMENT THROUGH ECONOMIC GAIN /
TRAINING
 RURAL MIGRATION A MAJOR PROBLEM OF
BIHAR TO SOME EXTENT CAN BE CHECKED
 PURCHASING POWER WILL GROW /BETTER
PRICE REALISATION FROM 45 TO 235 RS/K.G.

WHY MAKHANA ?
NUTRITIONAL VALUE

 ORGANIC PRODUCE
FAT FREE
HIGH PROTEIN VALUE 14%
362 K CAL / 100 GM
 ESSENTIAL AMINO ACID INDEX IS
HIGHER THAN FISH, MILK,SOYABEAN
 MACRO &MICRO NUTRIENTS HIGHER
THAN LITCHI,MANGO,BANANA
 MEDICINAL PROPERTIES /GOOD FOR
HEART

WHITE BALL REVOLUTION

WBR
BACKWARD
LINKAGE MARKETING
PROCESSING
Khet Se Bazaar Tak (Domestic & Export)
CENTRE
26 Block

KHET SE BAZAAR TAK
(Backward Linkage)

 MAJOR PROBLEMS FACED BY FARMERS
 1) PRICE ASSURANCES
 2) EXTENSION SERVICES
 3) ELIMINATION OF INTERMEDIARIES
 (Product factor & Land factor)
 4) TIMELY AVAILABILITY OF
PRODUCTION CREDIT

KHET SE BAZAAR TAK
COMPONENT VALUE CHAIN

INPUT
FARMERS TECHNOLOGY

FIXED PRICE TRAINING

FINANCE EXTENSION SERVICES
PROCUREMENT
CENTRE

SELECTION OF FARMER

 Suitability of pond
 Past production record
 Desire to cooperate
 His family labour output

Procedure for becoming member

 Form fill with proof of identity
 Agreement paper with price/quality/qty
 Bank account opening
 Issue of photo identity card

RANGE OF MEMBERSHIP

 Individual farmer
 Self help groups
 Fisherman cooperatives
 Cooperatives
 NGO
 Farmers club
 Grower associations
 Women’s group / others .

MAKHANA MITRA KENDRA (Block)

 FOCAL POINT FOR FARMER INTERACTION,
INFORMATION EXCHANGE & TRAINING
 SUPPLY OF PLANTING MATERIAL & ALL OTHER
INPUTS
 PLATFORM FOR PROVIDING CREDIT
 COLLECTION OF PRODUCE
 SORTING / GRADING / HOLDING FOR LIMITED
PERIOD
 PACKING AND FORWARDING

Who is Makhana Mitra ?

 Educated – unemployed village youth
 From the local area
 Has basic agriculture knowledge
 Passion to succeed

Empowering Makhana Mitra ….

 Specialised trainings
 Face of the company
 Mentor of the Farmer
 Earning from commission on sales
 FINALLY
Self Starter Entrepreneur

KHET SE BAZAAR TAK REACH…..

 1 STATE
 4 DISTRICTS
 12 BLOCKS
 655 VILLAGES
 12000 FARMERS

KHET SE BAZAAR TAK BENEFITS……

 Average income increase of member-----------
From 18000 Rs -- 94000 Rs Per Acre
 Soil Health improvement – 5010 acre
 Water Health improvement -- 5010 acre
 Access to financial credit -- 4000 farmers
 Entrepreneur developed -- 32

MAKHANA CALL CENTRE

 24 HR MAKHANA CALL CENTRE TO
ASSIST THE MEMBERS

MAKHANA MOBILE MITRA

 AWARENESS VEHICLE TO SUPPORT
KHET SE BAZAAR TAK

Khet Se Bazaar Tak
A Model Of Partnership

 strong partnerships between:
 Buyers
 Logistics & Storage providers
 Input Suppliers
 Technology Providers
 Research Institutes
 Agri Universities
 Government Agencies

KEY SUCCESS FACTORS

 RELATIONSHIP WITH FARMERS
 UNDERSTANDING OF SPECIFIC AGRONOMY
 PRODUCTION MANAGEMENT COMPETENCIES
 ABILITY TO PROVIDE VALUE ADDITION TO
BUSINESS MODEL OF BUYERS
 EFFECTIVE SUPPLY CHAIN MANAGEMENT,
CONTROL COSTS
 LEVERAGE IT

PROCESSING CENTRE

 Modern processing centre (ISO 9000 &
HACCP ,India organic ,BRC, )
 Patliputra Industrial area ( 30000 sq ft)
 Technology from BOSCH Germany ,HEAT
& CONTROL Australia & CFTRI Mysore
 Modern Packaging System (Flex Ind)
 Commercial Production From OCT 2006

PRODUCT PROCESS DEVELOPMENT

 THE OPPORTUNITY IN THE PROCESSING OF
MAKHANA LIES IN THE FIELD OF SNACK
FOODS , RTE, BREAKFAST CEREALS , HEALTH
SUPPLEMENT & BABY WEANING FOODS
 SNACK FOOD MKT --- 1500 CR/ANNUM
 BREAKFAST CEREALS – 750 CR/ANNUM
 HEALTH SUPPLEMENT — 2500 CR/ANNUM
 MAKHANA NATURAL --- 500 CR/ANNUM

MARKETING

 100 TOWNS OF INDIA

 EXPORT -- MIDDLE EAST & PAKISTAN

 SHOPPING MALL / CALL CENTRES

ECONOMIC IMPACT

 Effective & efficient monitoring of
production,extension activities and credit
deliveries in a cluster
 Minimising risk in farming (produce,price)
 Emergence of agro processing plants at
Block level
 Purchasing power of Farmer increased

SOCIAL IMPACT OF THE PROJECT

 IMPROVED AGRICULTURE --Farmers as source
of Innovation ,
 BETTER LIVELIHOOD -- Due to better price
gain & Input services ,
 BRIGHTER FUTURES -- IT kiosk – broadening the
information ,Risk management
 EMPOWERMENT ---Empowerment due to
price gains & Training

LESSONS FOR AGRI ENTREPRENEUR

 Do the resource mapping and build an
effective supply chain with farmer as a
source of innovation .
 Invest in backward integration .
 Develop the product with differentiation as a
core element .
 Clearly focus on the segment and target
audience .

LESSONS FOR AGRI ENTREPRENEUR

 Benefits of your product should be there --
tangible and intangible
 Benefit of your product should carry evidence
– for credibility and trust .
 Develop a road map of 5 years for project.
 Develop a core team to manage different
project components .

LAST WORD

 We have traversed a path that few have dared to ,
we are continuing on a path that still fewer have
the courage to follow ,we must pursue a path that
even fewer can dream to pursue , yet we must
hold in trust the aims and aspirations of millions
of our countrymen
 Verghese Kurien
 The man behind white Revolution

Whiteball revolution

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