This document presents a market research study conducted for Arvind Company Ltd. on the potential for organic staple crops in domestic and global markets. The study analyzed Arvind's organic farming project in Akola, Maharashtra, which works with over 3,500 farmers. It found the project produces a variety of organic staple crops and estimated future production potential. The study also examined the current state of domestic and global organic markets, finding strong demand growth in countries like the US and EU. Finally, the study proposed marketing strategies for Arvind to sell its organic staples domestically and for export, including developing supply chain partnerships and promotion efforts.

1. Arvind Company LtdAkola, Maharashtra MTS -1 Project title Market Research for Organic Staple Business in Domestic and Global for Arvind ltd. Presented by: Anjaney Kumar(10201006) Sunil Kumar(10201055) 1

3. It is India's largest Denim manufacturer apart from being world’s fourth-largest producer and exporter of Denim .

4. Today it not only retails its own brands like Flying Machine, Newport and Excalibur but also licensed international brands like Arrow, Lee, Wrangler and Tommy Hilfiger, through its nationwide retail network.

5. Arvind also runs a value retail chain, Mega mart, which stocks company brands.

6. Recently it has launched BCI and Organic Staple food projects in Akola district. Arvind is working closely with the farmers of the Vidarbha region in Akola to grow organic cotton and staple food like Moong, Pigeon pea, Black gram, Soybean, sunflower, Sorghum, Ajwain etc

7. ORGANOGRAM : ARVIND ORGANIC LTD.Organogram final.docx 2

9. Current scenario of organic staple business in domestic and global markets.

10. Strategy formulation for this business Significance of the study: The significance of the study is to find the suitable market for organic food and to make strategic formulation for the business of organic food so that marketing of the organic food can run in a sustainable manner and producer can get better return through the business 3

12. Personal interviews (questionnaire, convenience sampling)

13. Focused group discussions

14. Draft writing

15. Report writing

16. Data interpretation

17. Strategy formulation4

18. Objective :01 Total area of organic staple food production under ARVIND organic project. Sources: field survey 5

19. Seasonality of Organic Crop 6

21. Objective 02 Domestic and Global Scenario Domestic Demand of organic food in India 8 Source: APEDA

22. Global Scenario Source: IFOAM 9

23. Conti… Distribution of organic land world wide(2009)* Development of organic land from 1999-2009(M .Hac.) * World Market for Organic Foods: 2001 – 2011 US $ mln Source *: FiBL Source: USDA 10

24. USA EU countries The United States organic food market grew by 15% in 2010 to reach a value of $28,513.1 million . In 2015, the United States organic food market is forecast to have a value of $ 42,531.8 million, an increase of 49.2% since 2010 The European organic food market grew by 9.9% in 2010 to reach a value of $25,040.3 million. In 2015, the European organic food market is forecast to have a value of $36,382 million, an increase of 45.3% since 2010. 11

25. Objective :3 Marketing Strategy Value chain Harvesting Selling at farm Procuring /collecting Storing Packaging Storing in warehouse Cleaning ,Grading and Storing Stretching /Labeling Domestic : Distributor /wholesaler Organic Retail outlet /Mall Domestic Selling Global Global : Exporter/Export 12

26. Marketing StrategyChannel Producer Procurement Center Processing Warehouse Export Exporter Distributor/Supplier Organic retail/mall Domestic Global 13

27. 4ps Model For Marketing Strategy PRODUCT STRATEGY PRICE STRATEGY Offering Vast range of organic food products with high qualities . Purely organic certified under internal inspection with control union certification (NETHARLAND). .The quality control systems are such that the products are checked and rechecked right from the field, grading and packing and during shipment, which makes it possible to meet the high quality standards of Europe and other developed nations Producer: small holder associated with SHGs Country of origin : India Packaging: 50 kg wrapped in jute bag, labeled with private organic logo. provision for Cost plus price: total cost from farm to the market plus 10%profit margin for export market, and for domestic business we work through market penetration by offering minimum price of the product for long term business growth .and also for market sustainability. Competitive price at highest quality . Price differentiation discount based on volumes,rediness to inter long term partnership. 14

28. CONTI…. PLACE PROMOTION Direct shipping to the EUs and USA countries to the wholesaler & distributor . Or via exporter At Domestic level business, Small as well as big volume directly sold to the distributor ,organic retail outlet and mall . Personal selling :getting in contact with potentially interested final distributor /wholesaler Participation in organic and fair-trade fair Inviting potential client to the field visit Promotional material(pamphlet) for clients and consumer After sales follow-up client satisfaction and distributor satisfaction For domestic level promotion we will use electronic media and print media. We also promote mouth to mouth promotion by offering best quality of products at low price. 15

30. SWOT ANALYSIS OF ORGANIC STAPLE BUSINESS 17

32. Lack of awareness among people about organic food at domestic level.

33. Favorable government vision

34. Lack of universal certifying standard are the major problems for business at global level

35. Organic demand in India in year 2010 8,423.843 US $ million forecasted to reach 12,192.130 US $ million in year 2014.

36. The European organic food market grew by 9.9% in 2010 to reach a value of $25,040.3 million. In 2015, the European organic food market is forecast to have a value of $36,382 million, an increase of 45.3% since 2010.

37. The United States organic food market grew by 15% in 2010 to reach a value of $28,513.1 million . In 2015, the United States organic food market is forecast to have a value of $ 42,531.8 million, an increase of 49.2% since 2010

38. Business is viable in sense of profitability for the company18

41. Consistency and

42. Sustainability in agricultureStrict internal as well as external certification monitoring are necessary to ensure 100% organic. For storing organic staple food in warehouse optimal conditions are required depending upon the staple food. For organic staple Business quality and certification standard should be assured. Corporate work culture . 20

43. Thank you