Annexures to the case

Field Fresh Foods: Linking Indian Fields to the World

Exhibit 1: Distribution of Operational Land Holdings in India (2000–2001)

Category of holding Number of Area operated Average size of

operational holdings (‘000 hectares) operational holding
(‘000) (hectares)
Marginal 76122 30088 0.40
(less than 1 hectare) (63.0%) (18.82%)
Small 22,814 32260 1.41
(1.0 to 2.0 hectares) (18.9%) (20.18%)
Semi-medium 14,087 38305 2.72
(2.0 to 4.0 hectares) (11.7%) (23.96%)
Medium 6,568 38125 5.80
(4.0 to 10.0 hectares) (5.4%) (23.84%)
Large 1,230 21124 17.18
(10.0 hectares and above) (1.02%) (13.21%)
All holdings 120,822 159903 1.32
(100%) (100%)
Source: Adapted from “Distribution of Operational Holdings—All India,” Agricultural Statistics at a Glance 2006,
Agricultural Census Division, Ministry of Agriculture, Government of India.

*Percentages given in brackets are % of column total.

One hectare is approximately equal to 2.5 acres.

 Exhibit 2: Production of Fresh Fruits in India

Area in 000' HA, Production in 000'MT

Fruits 2006-07 2007-08 2008-09
Area Production Area Production Area Production
Mango 2154 13734 2201 13997 2309 12750
Apple 252 1624 264 2001 274 1985
Banana 604 20998 658 23823 709 26217
Citrus 798 7145 867 8015 923 8608
Guava 176 1831 179 1981 204 2270
Grapes 65 1685 68 1735 80 1878
Litchi 65 403 69 418 72 423
Papaya 72 2482 83 2909 98 3629
Pineapple 87 1362 80 1245 84 1341
Pomegranate 117 840 124 884 109 807
Sapota 149 1216 152 1258 156 1308
Others 1016 6244 1112 7321 1083 7249
Total 5554 59563 5857 65587 6101 68466
Source: Indian Horticulture Database, Government of India 2009

Production Share of Fresh Fruits in India

(2008-09)
Sapota Others
Pineapple 2% 11%
2%
Pomegranate
1% Mango
Papaya
5% 19%
Litchi Apple
Grapes 1% 3%
3%
Guava
3%
Citrus
12% Banana
38%

Source: Indian Horticulture Database, Govt. of India, 2009

 Exhibit 3: Production of Fresh Vegetables in India

Area in 000' HA, Production in 000'MT

Vegetables 2006-07 2007-08 2008-09
Area Production Area Production Area Production
Potato 1743 28600 1796 34658 1828 34391
Onion 768 10847 821 13900 834 13565
Tomato 596 10055 566 10303 599 11149
Brinjal 568 9453 561 9678 600 10378
Cabbage 249 5584 266 5910 310 6870
Cauliflower 302 5538 312 5777 349 6532
Okra 396 4070 407 4179 432 4528
Peas 297 2402 313 2491 348 2916
Tapioca 255 8232 270 9056 280 9623
Sweet Potato 123 1067 123 1094 124 1120
Others 2282 29146 2414 31402 2275 28006
Total 7581 114993 7848 128449 7981 129077
Source: Indian Horticulture Database, Government of India 2009

Production Share of Fresh Vegetables in India (2008-09)

Others
22% Potato
27%
Sweet Potato
1%
Tapioca
7%
Peas
Onion
2%
11%
Okra
3%
Cauliflower Cabbage Tomato
5% Brinjal 9%
5%
8%
Source: Indian Horticulture Database, Govt of India, 2009
Exhibit 4: Fresh Fruits in India: Major Producing States & Main Arrival Months

Crop Months of Market Arrival Major Producing States of India

Apple July to October Jammu & Kashmir (67.1),
Himachal Pradesh (25.7), Uttarakhand (6.7)
Banana March; Tamilnadu (25.4),
June to November Maharashtra (18.9),
Gujarat (13.6),
Andhra Pradesh (10.7)
Lemon January to April; Andhra Pradesh (34),
June to December Gujarat (14),
Orissa (9),
Karnataka (8)
Orange November to May Maharashtra (39),
Madhya Pradesh (31),
Rajasthan (10)
Grapes February to July Maharashtra (75.3),
Karnataka (14.3),
Tamilnadu (4.8)
Mango April to August Uttar Pradesh (27.2),
Andhra Pradesh (19.8),
Bihar (10.4),
Karnataka (10.1)
Papaya February to June Andhra Pradesh (43.6),
Gujarat (19.9),
Karnataka (11.3)
Pineapple August to October; West Bengal (21.2),
January to February Assam (16.8),
Karnataka (13.9),
Bihar (8.9)
Pomegranate February to August Maharashtra(68.1),
Karnataka (17.1),
Andhra Pradesh (8)
Source: Indian Horticulture Database- 2009, National Horticulture Board, Govt. of India.
*Figure in brackets denotes contribution of the concerned state to total production in India for the fruit category.
Exhibit 5: Fresh Vegetables in India: Major Producing States & Main Arrival Months

Crop Months of Market Arrival Major Producing States of India

Brinjal October to August West Bengal (26.6),
Orissa (18.9),
Bihar (11.4),
Gujarat (10.1)
Cabbage October to February West Bengal (29.7),
Orissa (14.1),
Bihar (9.9),
Assam (8.5)
Cauliflower November to February West Bengal (26.7),
Bihar (16),
Orissa (10.2),
Haryana (7.7)
Okra April to October West Bengal (18.4),
Bihar (16.4),
Orissa (14.1),
Andhra Pradesh (9.7)
Onion October to May Maharashtra(29),
Karnataka (22.4),
Gujarat (10.4),
Bihar (7)
Peas December to February Uttar Pradesh (50.2),
Madhya Pradesh (8.9),
Jharkhand (8.3)
Tomato October to April Karnataka (14.1),
Andhra Pradesh (12.6),
Orissa (12.2),
Bihar (9.3),
West Bengal (9)
Potato December to April Uttar Pradesh (31.4),
West Bengal (28.8),
Bihar (14.6),
Punjab (5.8)
Source: Indian Horticulture Database- 2009, National Horticulture Board, Govt. of India.

*Figure in brackets denotes contribution of the concerned state to total production in India for the vegetable category.
 Exhibit 6: Exports of Fresh Fruits to various countries from India- Ranks and Share (%)

Commodity Country 1 Country 2 Country 3 Country 4 Country 5

Apple Bangladesh Nepal
83.70 12.43
Banana U Arab Emts Saudi Arabia Bahrain Kuwait
44.6 19.6 8.0 6.9
Orange Bangladesh Nepal
90.56 6.95
Grapes Netherland UK Bangladesh U Arab Emts
37.32 18.21 17.11 11.52
Guava Saudi Arabia U Arab Emts Sudan Oman Nepal
24.8 18.7 13.4 7.7 6.5
Litchi Bangladesh Nepal
66.3 33.7
Mango U Arab Emts Bangladesh UK Saudi Arabia
45.8 23.9 8.2 4.9
Papaya U Arab Emts Saudi Arabia Netherland Bahrain Kuwait
33.4 18.2 13.7 7.9 7.4
Pineapple Nepal Maldives U Arab Emts Saudi Arabia Kazakhstan
32.0 20.2 14.5 12.1 3.3
Sapota U Arab Emts Bahrain UK Canada
48.5 16.9 15.1 5.4
Source: Indian Horticulture Database- 2009, National Horticulture Board, Govt. of India.
 Exhibit 7: Exports of Fresh Vegetables to various countries from India- Ranks and Share (%)

Commodity Country 1 Country 2 Country 3 Country 4 Country 5

Brinjal Canada Netherland

90.0 5.6
Cauliflower Saudi Arabia Canada Nepal Maldives U Arab Emts
29.7 26.7 25.7 13.4 2.4
Onion Bangladesh Malaysia U Arab Emts Sri Lanka Pakistan
40.3 17.5 11.8 8.7 8.6
Peas Saudi Arabia U Arab Emts USA
69.0 13.7 12.1
Tomato Pakistan U Arab Emts Bangladesh
79.7 11.2 6.6
Potato Pakistan Nepal Sri Lanka U Arab Emts
50.2 24.6 10.3 3.4
Sweet potato U Arab Emts Maldives
85.6 12.0
Source: Indian Horticulture Database- 2009, National Horticulture Board, Govt. of India.
 Exhibit 8: Exports of Fresh Fruits by other Countries to the World, 2005

Commodities Rank 1 Rank 2 Rank 3 Rank4 Rank 5 India

Ranks
Apple China Chile France Italy USA 28
Banana Ecuador Costa Rica Philippines Belgium Colombia 44
Lemon Spain Mexico Argentina Turkey S. Africa 17
Other Citrus China India Israel Thailand Netherlands 2
Fruits/Mosambi
Orange Spain S.Africa USA Egypt Morocco 21
Grapes Chile Italy USA S. Africa Turkey 17
Guava and Mango Mexico India Brazil Pakistan Peru 2
Papaya Mexico Malaysia Brazil Belize USA 9
Pineapple Costa Rica Philippines Belgium Cote France 29
d’Ivoire
Source: Working Paper no 197, ICRIER, ‘Can Horticulture be a Success Story for India?’, Surbhi Mittal, 2007

Exhibit 9: Export of Fresh Vegetables by other Countries to the World, 2005

Commodities Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 India

Ranks
Brinjal Spain Jordan Mexico Netherlands China 24
Cabbage USA China Netherlands Spain Poland 48
Cauliflower Spain France China USA Mexico 42
Onion India Netherlands China USA Egypt 1
Peas Guatemala China Belgium Russia Netherlands 17
Tomato Spain Mexico Netherlands Syrian Arab Jordan 27
Potato Netherlands France Germany Belgium Canada 17
Sweet Potato USA China Israel Indonesia Egypt 35
Lettuce Spain New Zealand Mexico France Netherlands 74
Pumpkins and Spain New Zealand Mexico France Netherlands 74
Gourd
Beans France USA Kenya Netherlands Spain 24
Source: Surabhi Mittal, Working Paper no 197, ICRIER, ‘Can Horticulture be a Success Story for India?’, 2007
 Exhibit 10: Export of Fresh Fruits from India

Fruits
Quantity( '000 Kgs) Value (in Million Rupees)
2007-08 2008-09 2007-08 2008-09
Mango 54350. 801 83703.183 127.417577 170.7124648
Apple 32655.268 44540.573 33.3079234 52.1668911
Banana 16662.544 30401.457 33.3079234 52.1668911
Orange 29261.3 25329.569 27.2683072 23.2034004
Grapes 96723.212 118132.931 317.067815 367.0599949
Litichi 161.522 1546.498 0.06343268 1.5593561
Papaya 10879.728 13833.772 11.2318448 18.0958165
Pineapple 4194.993 3893.441 3.397601 3.6780683
Sapota 2150.835 4112.278 5.0382499 6.0791897
Source: Indian Horticulture Database, Govt of India 2009

Exhibit 11: Export of Fresh Vegetables from India

Vegetables Quantity(000' Kgs) Value (in Million Rupees)

2007-08 2008-09 2007-08 2008-09
Potato 78450.768 184960.991 41.4268127 115.0371655
Onion 1008606.483 1670186.287 1035.778876 1827.52213
Tomato 134845.152 124617.218 152.9077921 127.6619933
Brinjal 338.103 29.341 1.9174294 0.121942
Cauliflower 70.845 284.602 0.021813 0.1591363
Peas 814.636 2519.413 2.7085207 7.9544902
Sweet Potato 346.805 879.154 0.3547896 0.811858
Source: Indian Horticulture Database, Govt of India 2009
 Exhibit 12 : Major Fruits Producing Countries in the World

Major Fruits Producing Countries in the World

Country Area in ‘000 HA Production in ‘000 MT
China 11042.621 107837.629
India 6100.900 68465.530
Brazil 2455.867 38988.300
USA 1160.595 28202.514
Italy 1243.225 17653.457
Mexico 1201.897 16122.211
Indonesia 720.260 15917.953
Spain 1895.782 15835.000
Philippines 1118.530 15420.664
Iran 1354.381 13604.303
Turkey 1094.357 12824.806
Uganda 1822.590 10038.600
Others 24247.046 217285.895
World 55458.051 578196.862
Source: FAO Website 10.2.2010, expect for India Data (Source Indian Horticulture Database-2009, Govt. of India, 2009)

Major Fruits Producing Countries in the World 2009

China
18%
Others
37% India
12%

Brazil
Uganda 7%
2% Iran USA
Spain Mexico
Turkey 2% 3% Italy 5%
3%
2% 3%
Philippines Indonesia
3% 3%

Source: FAO Website 10.2.2010, expect for India Data (Source Indian
Horticulture Database, Govt. of India, 2009)
 Exhibit 13 : Major Vegetable Producing Countries in the World

Major Vegetable Producing Countries in the World

Country Area in ‘000 HA Production in ‘000 MT
China 24080.078 457730.386
India 7981.000 129077.000
USA 1165.230 36431.625
Turkey 1103.403 27135.619
Iran 647.800 16173.000
Russian Fed. 861.600 14057.800
Egypt 1217.503 13750.511
Italy 523.643 13686.621
Spain 367.570 12784.900
Japan 438.850 12699.500
Others 17503.812 232765.895
World 55890.489 966292.857
Source: FAO Website 10.2.2010, except for India Data (Source Indian Horticulture Database, Govt. of India, 2009)

Major Vegetable Producing Countries in the World

(2009)

Others
24%

Japan China
47%
Spain 1% Italy
1% Egypt 1%
2% Iran
Russian 2%
Fed.
Turkey
2% India
3% USA
4% 13%

Source: FAO Website 10.2.2010, expect for India Data (Source Indian
Horticulture Database, 2009)
Exhibit 14: Progress of Reforms in Agricultural Produce Marketing Regulation (APMC) Acts in India

Sl. No. Stage of Reforms Names of States/ Union Territories

1. States/ UTs where reforms to APMC Act has been done Andhra Pradesh ,Arunachal Pradesh Assam,
for Direct Marketing; Contract Farming and Markets in Chhattisgarh, Goa, Gujarat, Himachal Pradesh,
Private/Coop Sectors Jharkhand, Karnataka, Madhya Pradesh, Maharashtra,
Nagaland, Orissa, Rajasthan, Sikkim and Tripura
2. State/ UTs where reforms to APMC Act has been done a)Direct Marketing: NCT of Delhi
partially b) Contract Farming : Haryana, Punjab, and Chandigarh
c) Private Markets: Punjab and Chandigarh
3. States/UTs where there is no APMC Act and hence not Bihar*, Kerala, Manipur, Andaman & Nicobar Islands,
requiring reforms Dadra & Nagar Haveli, Daman & Diu & Lakshadweep
4. States/UTs where APMC Acts Already provides for the Tamilnadu
reforms
5. States/UTs where administrative action is initiated for Mizoram, Meghalaya, Haryana, J & K, Uttarakhand, West
the reforms Bengal, Pondicherry, NCT of Delhi and Uttar Pradesh
*APMC Act repealed w.e.f. 1.9.2006
Source: Agri Marketing Summit, Confederation of Indian Industries, 2009
 Exhibit 15: Production and Supply Forecast- Fruits & Vegetables in India

Year Area Yield (Tones/HA) Production Post-harvest Supply (Million

(Million HA) (Million Tones) Losses (percent Tones)
of production)
2010-11 6.49 20.2 131.0 19 106.2
2015-16 6.49 23.5 152.5 19 123.5
Fruits
2010-11 4.43 15.1 66.9 25 50.2
2015-16 4.43 16.9 74.9 25 56.2
Source: Kumar, Praduman and Pramod Kumar (2003) “Demand, Supply and Trade Perspective of Vegetables and Fruits
in India,” Indian Journal of Agricultural Marketing, Vol 17(3): 121-130

Exhibit 16: Criteria those consumers consider while choosing a Fresh Food store

(Source: The Fresh Imperative: Creating Excellence in Asian Fresh Food Retailing, Coca-Cola Retailing Research Council,
Asia & Accenture report)
Exhibit 17: Comparative Yields of Major Fruits-India versus Other Countries (Unit: MT/HA)

Commodity Yield-India Potential Yield (Highest in world)

2007-08 2008-09 Ist Rank IInd Rank IIIrd Rank
Apple 8.0 7.2 Italy (40.4) Chile (39.1) France (37.2)
Banana 36.0 37.0 Indonesia (54.3) Costa Rica(42.5) India (37.0)
Grapes 26.0 23.5 India (23.5) South Africa Argentina (13.2)
(13.8)
Mango 6.0 6.0 Brazil(16.8) Indonesia (10.9) Pakistan (10.6)
Papaya 33.0 37.0 Indonesia (72.7) Guatemala (52.7) Brazil (51.7)
Pineapple 15.0 16.0 Indonesia (61.2) Costa Rica (48.5) Mexico (41.9)
*Orange 6.7 6.7 USA (35.4) - -
*Guava 11.1 11.1 Guatemala (26.8) - -
*Litchi 6.1 5.9 - - -
*Sapota 8.3 8.4 - - -
*Citrus 3.7 3.3 Spain (51.2) - -
*Lime/ Lemon 8.3 8.1 Turkey (30.5) - -
*Pomegranate 7.2 7.4 - - -
Source: Indian data taken from Indian Horticulture Database, Govt. of India, 2009 and *World data taken from FAO, 2006
.

Exhibit 18: Comparative Yields of Major Vegetables -India versus Other Countries

(Unit: MT/HA)

Commodity 2007-08 2008-09 Potential Yield (Highest in world)

Ist Rank IInd Rank IIIrd Rank
Brinjal 17.0 17.3 Japan (34.4) Italy (29.6) Turkey (26.2)
Cabbage 22.0 22.2 Korea (67.3) Japan (44.3) Poland (37.7)
Cauliflower 18.0 18.7 Italy (22.3) Germany (22.2) Turkey (21.5)
Okra 10.3 10.5 Egypt (15.7) Saudi Arabia India (10.5)
(11.5)
Onion 15.0 16.3 USA (53.9) Spain (52.1) Japan (47.6)
Peas 8.0 8.4 France(11.5) USA (11.0) China (10.3)
Potato 19.0 18.8 Netherlands (45.6) Germany (43.8) USA (44.2)
Tomato 18.2 18.6 USA (77.4) Spain (69.6) Brazil (63.3)
Sweet Potato 8.9 9.0 Japan (275.2)
Tapioca 33.57 34.35 -
Source: Indian Data taken from Indian Horticulture Database, Govt. of India, 2009 and World Data taken from FAO, 2006
Exhibit 19: Cold Chain Requirement in India- Select fruits and Vegetables

Fruits & vegetables are natural produce which live and breathe. They vary in their respiration & maturity behavior and as
such require a distinct temperature, humidity and packaging condition to ensure quality:

Product Storage Temperature Storage Humidity Approx Shelf Life

(degree Centigrade)
Sweet corn 1 96% 5 days
Baby corn 1 95% 5 days
French Beans 3 95% 5 days
Onion 1 63% 110 days
Mango 12 90% 25 days
Banana 18 95% 7-28 days
Apple 1 95% 90-240 days
Pineapple 12 90% 14-36 days
Source: Quality and Process control department at FieldFresh

Exhibit 20: Identified Potential Competing Countries for Export Markets

Crops/Groups Potential Competitors

Fruits
Apple China, S. Africa
Banana Oman, Singapore, Philippines
Lemon S. Africa, Jordan, Iran
Other Citrus Fruits/ Mosambi Spain, France, S. Africa, Thailand, Netherlands,
Orange Bhutan
Grapes Austria, USA, S. Africa, Syria, Chile
Mango and Guava Mexico, Australia, China, Singapore, UAE
Papaya Malaysia
Pineapple Thailand, S. Africa, Philippines, Malaysia, Kenya
Vegetables
Brinjal Netherlands, Spain, France, Kenya
Cabbage Spain, Netherlands
Cauliflower Mexico, Australia, China, Singapore, UAE
Onion Thailand, Netherlands, China, Pakistan, Indonesia
Peas Syria, Egypt, Greece, Kenya
Tomato China
Potato Pakistan
Sweet Potato Thailand, Indonesia, Vietnam
Beans Jordan, Kenya, Oman, Zambia, Iran, Egypt
Source: Working Paper no 197, ICRIER, ‘Can Horticulture be a Success Story for India?’ by Surbhi Mittal, 2007.
 Exhibit 21: Fruit Production and Consumption pattern in India*

A. Production wise contribution to total

• Top two fruits = 56.9%
• Top three fruits= 9.5%
• Top four fruits=74.8%
• Top five fruits=77.5%
• Top ten fruits= 87.2%

B. Revenue (Quantity X Rs/Kg) contribution to total

• Top ten fruits – 83%
• Top twenty fruits – 97%

C. Ranking of fruits on the basis of quantity of production

1 . Banana 11. Watermelon
2. Mango 12. Muskmelon
3. Citrus 13. Orange
4. Papaya 14. Sweet Orange
5. Guava 15. Lemon
6. Grapes 16. Pear
7. Pineapple 17. Coconut
8. Sapota 18. Kinoo
9. Pomegranate 19. Babughosa (A type of pear)
10. Litchi 20. Groundnut whole

D. Ranking of fruits on the basis of Revenue (Quantity X Rs/Kg) generation

1. Banana 11. Pear
2. Apple 12. Guava
3. Lemon 13. Grapes
4. Mango 14. Coconut
5. Orange 15. Kinoo
6. Papaya 16. Sapota
7. Watermelon 17. Groundnut whole
8. Muskmelon 18. Babughosha (A type of pear)
9. Sweet Orange 19. Awala
10. Pomegranate 20. Peach

E. Ranking of fruits on the basis of Margin (Rs./ Kg)

1. Kiwi 12. Cheekoo
2. Strawberry 13. Peach
3. Lemon 14. Groundnut whole
4. Raspberry 15. Litchi
5. Cherry 16. Pomegranate
6. Jamun 17. Orange
7. Apricot 18. Belpathar
8. Apple 19. Kinoo
9. Dates 20. Green Badam
10. Plum
11. Grapes

*Based on Indian Horticulture database 2009 and field study done by FieldFresh team
 Exhibit 22: Vegetables Production and Consumption pattern in India*
*Based on Indian Horticulture database 2009 and field study done by FieldFresh team

A. Production wise contribution to total

• Top two vegetables- 37.1
• Top three vegetables -45.7
• Top four vegetables -53.7
• Top five vegetables -59.0
• Top ten vegetables – 78.3

B. Revenue (Quantity X Rs/Kg) contribution to total

• Top ten fruits – 83%
• Top twenty fruits – 97%

C. Ranking of vegetables on the basis of quantity of production

1. Potato 11. Cucumber

2. Onion 12. Bottle gourd
3. Tomato 13. Coriander
4. Brinjal 14. Capsicum
5. Tapioca 15. Tori (Smooth gourd)
6. Cabbage 16. Carrot
7. Cauliflower 17. Ginger
8. Okra 18. Palak
9. Peas 19. Garlic
10. Sweet Potato 20. Radish

D. Ranking of vegetables on the basis of Revenue (Quantity X Rs/Kg) generation

1. Potato 11. Carrot

2. Tomato 12. Ginger
3. Onion 13. Brinjal
4. Cauliflower 14. Palak
5. Cucumber 15. Garlic
6. Brinjal 16. Radish
7. Bootle gourd 17. Peas
8. Coriander 18. Smooth gourd
9. Capsicum 19. F. Beans
10. Bhindi 20. Arvi

E. Ranking of vegetables on the basis of Margin (Rs./ Kg)

1. Coriander
2. Garlic
3. Babycorn
4. Mint
5. Green gram peeled
6. Broccoli
7. Ginger
8. Green Chilli
9. Sprouted gram
10. Sprouted moong
11. Capsicum
12. Kari Leaves
13. Lettuce
14. Baby Pumpkin
15. Beetroot
16. Brinjal
17. Chappan Tinda
18. Ribbed gourd
19. Green Onion
20. Parwal (Pointed gourd)