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PRESENTATION ON
“Farmers Perception Towards The Contract Farming of Okra In Maharashtra at Kay Bee Exports.”
SpeakerKomal C.Gonjari.
3rd Sem (2070512007)AABMI
NAU,Navsari
Major AdvisorDr. Ruchira ShuklaAssociate Professor
AABMINAU, Navsari
Flow of Presentation
Company Profile
Product Profile
Project
Purpose and Scope of the Study
Research Methodology
Data Analysis And Interpretation
Findings
Managerial Implications
Conclusion
•
2
• KAY BEE EXPORTS is located at Navi Mumbai in the state of
Maharashtra. Mr. Prakash Khakhar is the CEO of the organization under whose
headship they have been scaling new heights in the business of Fresh Fruits &
Fresh Vegetables.
• Kay Bee Exports is a leading company, exporting vegetables such as okra,
chilli, Baby corn, Bottlegurd as well as fruits like pomegranate and mango to
the European market
Company Profile
4
• KAY BEE EXPORTS is located at Navi Mumbai in the state of
Maharashtra. Mr. Prakash Khakhar is the CEO of the organization under whose
headship they have been scaling new heights in the business of Fresh Fruits &
Fresh Vegetables.
• Kay Bee Exports is one of India’s leading integrated fruit and vegetable exporters
with annual revenues exceeding US$ 15 million. They have won five consecutive
export awards.
Company Profile
5
6
• Kay Bee specializes in Indian pomegranates, mangoes and vegetables like
okra, baby corn and chilli peppers. The company air-freight fruit and
vegetables from India to Europe with exports of more than 5000 tonnes per
annum.
• The aim was to develop and implement effective production solutions to
improve the yield and quality of okra, manage residue levels, and create a
win-win situation for all the partners involved by implementing good
agricultural practices
7
• Own farming operations, tightly integrated contract farming production, fleet of 22
vehicles, own freight forwarding and customs clearance operations and a
distribution company in UK has helped Kay Bee bring in a lot of sustainability and
effective quality control in its operations.
• Kay Bee group owns farms in Maharashtra, Gujarat and Madhya Pradesh.
Extensive R&D is done on these farms and ‘Ideal Farm’ scenarios are created and
trials are conducted using advanced technology.
• Newer crop varieties are tried and tested. Kay Bee also encourages the use of Bio
Pesticides and has a facility for making bio pesticides for their farms and contract
farms.
8
• The vertical integration is Kay Bees biggest USP and gives Kay Bee an edge over
it’s competitors. This also ensures and assures its customers of quality fresh produce
each and every time.
• The Food Chain Partnership agreement between Bayer Crop Science and Kay
Bee was signed the 2009.
• Food Chain Partnership principles it was agreed to support farmers by offering and
guiding them with seed-to harvest solutions.
• Bayer Crop Science supported Kay Bee Exports in developing the plant protection
programme.
• The Bayer Crop Science team provided technical support to Kay Bee farmers with
Bayer Crop Science experts regularly visiting the Kay Bee farmers to monitor and
guide them through the pest and disease management programme.
Seeds/Seedlings
Pesticides
Sprayer’s
Technical guidance
Packaging material
Transportation
Visits
Training
Inputs & Services provided by company to the farmers
Figure:- Kay Bee’s contract farming model
9
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Kay Bee Exports around 2000 tons of pomegranates in a year and is a market leader in terms of both quantity and quality. Availability:Throughout the year.
Exports to -Europe, USA, New Zealand and Australia. Varieties-Alphonso, Kesar, Badami, Rajapuri, Lalbagh. Kay Bee mangoes are famous for its taste of freshness and prolonged shelf life. Availability:From March till end of July
12
Exports to- chilies to UK, Hong Kong, Sweden and Lisbon. Supply Red chilies, Pecador chilly, Bhavnagari chilly,, Bullet chilly, Finger Chilly and Bird Eye Chilly varieties.
Availability:Throughout the year.
Globally, retailers import Okra from India of which major chunk comes from Kay Bee Exports.Availability:Throughout the year
Project Title“Farmers Perception Towards The Contract Farming of Okra In Maharashtra at Kay Bee Exports.”
Objective:1. To study the Socio- Economic profile of the contract Farmers.
2. To assess the perception and satisfaction of contract farmers towards the
Company.
3. To identify the important factors influencing the adoption of contract
farming
4. To suggest strategies for expanding and strengthening the farmer base
for contract farming.
14
This study analyzes the various factors which are considered by farmers
while doing contract farming with kay bee exports. The main objective is to
assess the perception and satisfaction of contract farmers towards the Kay
Bee Exports Company in Satara, Pune & Solapur district in Maharashtra.
The data collected has been subjected to analysis and interpretation on
the basis of objectives and managerial implication have been given at the
end, which will help the company to improve their strategies for contract
farmers, It also helps in identify the problems of the contract farmers. The
study makes some suggestions for improvement in their contract farming
strategies.
Purpose and Scope of the Study
15
• Nature and sources of data:
In order to evaluate the objectives of the study, data was collected from both primary and secondary sources.
1. Primary data:
The primary data was collected using a pre-structured questionnaire including a number of variables/parameters.
2. Secondary data:
The secondary data required were collected through various sources like company website, magazines, internet sources, company leaflet and other sources.
• Method of Data Collection: - Personal Interview method.• Research Instrument: • Questionnaire: The questions were framed in simple & local language with
orderly arrangement
Research Methodology
17
• Location of Study:
The Satara,Solapur,Pune district of Maharashtra was taken up for the study. In the district, a large area is under cultivation of Okra. Out of which major contract farmer of Kay Bee Exports which is located in this area.
18
Area of Survey:
A. Satara District : Phaltan Taluka
B. Solapur District : Malshiras Taluka
C. Pune District : Baramati Taluka
Sampling design:
Purposive sampling method was adopted as sampling procedure for the
study.
Selection of Farmer:
A total of 100 farmers were selected from 3 District namely by Satara, Pune &
Solapur of Maharashtra state.
19
Sample Size:
• Farmer: 100
District Taluka Villages Farmers
Satara Phaltan Sakharwadi,Phaltan 70
Solapur Malshiras Karunde 15
Pune Baramati Sangavi 15
Total - - 100
20
Satara Solapur Pune
percentage 70 15 15
5
15
25
35
45
55
65
75
Sample distribution (n=100)
Objective 1:To study the Socio- Economic profile of the contract Farmers.
Fig No: 1 District wise composition of sample
22
Fig No: 2 Education Status of contract farmers
illeterate secondary level (10)
higher sec-ondary(12)
diploma graduate post graduate
% 5 44 17 5 24 5
2.5
7.5
12.5
17.5
22.5
27.5
32.5
37.5
42.5
47.5
Education Status of Respondent
23
Marginal (Below 1
hec.)
Small (1-2 hec.)
Medium (2-5 hec.)
Large (Above 5
hec.)
Percent-age
0.16 0.55 0.21 0.08
5%
15%
25%
35%
45%
55%
Total land holding of farmers(n=100)
Axis Title
Fig No:3 Total Land holding of Farmers:
24
No.of years which farmers working with Kay Bee(n=100)
1
2
3
4
5
Fig No:4 Years of association with Kay Bee Exports
25
Fig No:5Area under okra cultivation last year.
0-0 0.25-0.5 0.5-1 1 to 2 2 to 3
percentage 15 44 31 9 1
5
15
25
35
45
Cultivated area last year(n=100)
26
0.5-1 1 to 2 2 to 3
Series1 76 24 0
5
15
25
35
45
55
65
75
Cultivate area in current year(n=100)
Axis Title
Fig No:6 Area under Okra cultivation In Current Year among contract farmers.
27
shakti minakshi mahico sayba
percentage 16 35 20 29
2.5
7.5
12.5
17.5
22.5
27.5
32.5
37.5
Cultivated variety(n=100)
percentage
Fig No:7 Okra Variety Preferred By Farmers for Cultivation
28
Mulching g-fab net micro irrrigation none of these
percentage 0 0 31 69
5
15
25
35
45
55
65
75
Advance technology Used
Fig No:8 Advance Technology used by the farmers for farming.
29
drip sprinkler flood
percentage 29 2 69
515253545556575
Irrigation Type(n=100)
Fig No:9 Irrigation type used for farming.
30
Objective no:2 To assess the perception and satisfaction of contract farmers towards the Company.
94%
6%
Satisfication towards pest and disiase management (n=100)
yes no
Fig No.11 Satisfaction towards the Pest and Diseases management:
32
94%
6%
Sprayers Service(n-100)
yesno
Fig No:12 Farmers Satisfaction Towards the sprayer’s service
provided by company.
33
Fig No.13 Farmers Satisfaction towards the Contract farming with Company.
Yes No
Percentage 100 0
10
30
50
70
90
110
Satisfied with Contract Farming(n=100)
34
Yes No0
20
40
60
80
100
120
Like to continue Contract Farming(n=100)
Fig No:14 No. of farmers would like to continue contract
farming with Kay Bee Exports.
35
Cash Cheque Bank transfer
Percentage 0 11 89
5
25
45
65
85
Payment Mode of Company (n=100)
Fig No.15 Payment mode used by the company.
Objective no: 3To Identify The Important Factors Influencing The Adoption of Contract Farming.
36
Training And Extention
Input Provided
Fixed price
Transportation facilities
Regular Payment
Good Production
0 20 40 60 80 100 120
65
84
100
94
77
78
35
16
0
6
23
22
Factors Influencing for doing Contract Farming with Kay Bee (n=100)
YesNo
No.of respondent
Par
amet
ers
Fig No 16 Factors Influencing Farmers when they doing Contract Farming with Kay Bee.
37
Fig No: 17 Most influencing factor on farmers to do contract farming with Kay Bee Exports:
Extention & Training
Input Provided
Fixed price
Transportation facilities
Regular payment
Good production
0 5 10 15 20 25 30 35 40 45 50
2
23
46
5
7
17n=100
No.of respondedts
Inf
luen
cing
Fac
tors
38
39
Figure no:18 Rate the Kay Bee Exports on various parameters
price provided in-puts
transportation facilities
training technical sup-ports
brand image
Series1 216 295 300 106 103 300
25
75
125
175
225
275
325
32 1
1
54
Rate the Kay Bee Exports on various parameters
• Majority of 44 % farmers completed their education upto Secondary level.
• Majority i.e. 55 % farmers are small farmers having land holding in range
of 2-5 hector and only few farmers are large farmers i.e. they having land
holding up to more than 5 hectare. Many small farmers are engaged in
contract farming.
• About 33 % of farmers are associated with company from last 5 years and
very few farmers are new from the surveyed sample i.e. only 7 % farmers
are associated with company from one year ago. Farmers are associated
from long period with this company.
• 76% farmers cultivate okra crop under the 0.5-1 acre and remaining 24 %
farmers cultivated okra in 1-2 acre.
Findings
41
• It is found that 35%farmer cultivated Minakshi, 20% farmers cultivated
Mahico, 29% farmers cultivated Sayba and 16% farmers cultivate the variety
Shakti given by company.
• Only 31%farmers used the advance technology like micro-irrigation for
farming and remaining 69% farmers were not using any new technology
for farming.
• 69% farmers use flood type for irrigation,29% farmers used drip irrigation
and only few farmers i.e. only 2% farmers used sprinkler for irrigation.
• 94% farmers were satisfied with pest and disease management and also
sprayer’s service provided by company.42
• 100 % farmers are satisfied with doing contract farming with Kay Bee
and also like to continue this contract farming with Kay Bee
Company.
• Majority (46%) farmers influenced by the factor of fixed price,
23%farmers influenced by input provided for contract farming.
• Kay Bee Exports are rated highest on brand image of company and
transportation facility provided by company from farm. It was rated
lowest on training and technical Support.
43
1. Farmer want better price for the produce, as the input charges (labour
etc.) have increased. So company needs to renew the prices.
2. Late spraying of pesticides had led to losses due to pest attack as a
result; the company should check timely availability of spraying
facility.
3. Company should also give emphasis on providing information using
SMS facility so as to understand the requirement and problem of
farmer.
MANAGERIAL IMPLICATIONS
45
4. Most farmer are small farmer, so for them credit facility should be provided
for purchase of fertilizer and new implements.
5. Company should provide soil testing facility to the farmer.
6. Farmer are getting timely assistance by the Kay Bee but still wants to adopt
hi-tech technologies like polythene mulching and new varieties which can
lead to better production.
46
Contract farming, as farmers are getting more aware about it day by day as it has been used for agricultural production for decades but its popularity appears to have been increasing in recent years.
Farmers which are associated with the company are majorly small farmers and they had long relationship with the company since the company has started. Farmers are well satisfied with the services and assistance provided by the company and they are willing to continue with the agreement due to assured market and access to production support like technical support, training and input facility provided by company and reasonable competitive prices given by the company.
As technology advances, company has to keep themselves updated and should educate and communicate the farmers. Company need to focus the farmers problems and should understand it,to maintain mutually satisfying relationship.
CONCLUSION
48
• Kothari C.(2009) “ Research Methodology:Methods & Techniques”-Second Edition Published By New Age International Pvt.Ltd.
• Internet :• www.Kay Bee Exports.com• www.google.com• http://www.cropscience.bayer.com
http://agriexchange.apeda.gov.in/Market%20Profile/one/OKRA.aspx
• http://agriexchange.apeda.gov.in/• http://www.fruitvegetables.in/• http://mi.agri.net.in
References
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