Sahaja Aharam Producer Company

Farmer Share in Consumer

Taxes,
Rs. 2.00, price
4% Consumer Pie
Farmer Rice in Andhra Pradesh 2016-17
, Rs.
12.00,
Retailer
24%
, Rs.
14.00, Retail Price Rs. 50.00/Kg
28% Whole
Recovery 70% of paddy
saler,
Transpo Rs.
r tation, 7.50,
storage, 15%
Packing, Milling,
Rs. handling Rs. 4.50,
4.00, , Rs. 9%
8% 4.00, 8%
Just Food,
2007
 Sahaja Aharam Producer
Food processing
Farmer Group A
Company
Processing units
Seeds
Bioinputs
Producer Co-op-1
Farmer Group B Producer Co-op-2

Farmer Group C
Consumer Cooperative

Market place
Sahaja Aharam
Direct to
Producer Company
resellers
•Capacity building
•Institutional Direct to Home
Whole sale to
building Retail
•Investment • Healthy food Mobile Store
traders
support Stores
• Affordable Price
•Brand building • Max share to
•Quality Online Store
Bulk buyers farmers
Management
•Fair Trade
 Reconstructing Supply Chain
Farmers Farmers Group SAPCO-Food Hubs Retail Stores
•Production •Aggregation •Storage •Investment
planning •Grading •Packing •Consumer
•Multiple •Quick payments •Distribution awareness
cropping •Finding retail •Sales
•Adopting Best markets
Management •Direct to
Practices consumers through
•Quality urban women SHGs
Management
 • Enebavi Coop
• Adarsha Coop
• BROMACS
• Swayamkrishi PC • Harita Coop
• Kisanmitra coop • Brahmalingeswara Coop
• GreenDunia • Giri Coop

Kallem Boddham
Hub Hub

Dorli Naguladinne
•Tungabhadra Coop
Hub • Kadiri Coop
• Naisargic Sheti Beej • Palabavi Coop
Producer Company
Hub
• Rayachoti coop
• Baghyalaxmi
coop
• Punnami Coop
• Gayatri Coop
• Mydukuru Coop
 Coverage
• Andhra Pradesh, Telangana, Maharashtra
• No. of Farmers: 5000,
– Organic: 2500 (1000 ICS certified, 1500 PGS certified)
– NPM: 2500
• Cooperatives 30
• 50% of members and management are women
• Two exclusive women cooperatives
– Gayatri women organic farmers cooperative,
Vempalli, Kadapa dist
– Bhagyalaxmi women farmers cooperative,
Penugonda, Anantpur dist
 ICS /PGS Quality Assurance
InitiallyTeam
after sowing
Facilitating Visits during the season
Organization Reviews after the season
CSA

Producer Producer Cooperative

Cooperative ICS/PGS committee at Village level
Monthly reviews

Farmers’ group at the village level

for learning, decision making and Producer
monitoring
Meet every Week/ten days
Cooperative

Producer Coop
Individual farmers maintains ICS/PGS records
All operations and costs involved maintained
plotwise
 Quality Management and
traceability

Certificate no : Q9186414570

PGSI/W(TG)-1276
http://www.Sahajaaharam.i
n
 •Hyderabad
•Tarnaka
•Sainikpuri
•Jeedimetla
•Kharkana
•Attapur
•Kukatpally
•Gandhinagar
•Vishakapatnam
•Gopalapatnam
•MVP Colony
•Khammam
•Burhanpur
•Mumbai
•Home delivery

www.sahajaaharam.in
 Pricing
• At farmer level
– Cost + 50%
– Atleast 15% over local market
price
– At least 50% of consumer price
• At consumer level
– 20%+ over local market price
– Average of last years price
– Even out high and low prices
 Cost sharing
Rice in Sahaja Aharam 2016-17

VAT, ₹ 3.00,
4%

Retail, ₹
14.00,
Overheads, 18%
₹ 6.00, 8%
Marketing cost, ₹ Farmer price,
₹ Rice MRP Rs. 80/-
1.80, 2%
42.00, 53%
Packing cost, ₹
Storage, ₹ 5.00, 6%
1.50, 2%
Weight
Interest
loss, ₹
2.00, ₹ Cleaning,
1.00, 1% payment, ₹
1.00, 2.00,
1% 3%
Transportation, ₹ 2%
 Food
Processing
Compost enterprise
Creating Livelihoods
For diversifying incomes and assets
• Developing Livelihoods
Plan
• Building the capacities
• Green Enterprises for
Bioinputs
• Providing linkages Decentralised
cotton
spinning and
Sericulture weaving

Honey Production
Backyard Poultry

Goatary Azolla
 Opportunity &
•
Market
Sahaja aharam current sales (2016-17) are around Rs. 80.00
lakhs per year
• In the next five years Sahaja Aharam retail sales will grow by
more than 10 times and reach Rs. 10.00 (by 2021-22).
• Sahaja Aharam will reach out all district head quarters in AP
and Telangana and launch in Maharashtra, Karnataka,
Odisha, Delhi and Chandigarh
• Focus is also on seed, organic inputs, dairy, meat and value
added products,

18
 Our strategic
•
innovations
Integrated and incremental approach to production
• Knowledge based extension
• Federations of Organised communities
• Getting into direct retail connecting farmers and
consumers
• Consumer Cooperative to mobilise resources and people
• Broad basing product range
• Food processing and value addition
• Policy Research and Advocacy
 Key
• Access to credit
challenges
– Banks demanding non agril assets as 150%
collateral security
– Higher interest rates
• Higher Taxation
– VAT/CST and now GST
– 30% income tax on par with other corporates
• Lack of infrastruture
– Organic storage facilities
– Exclusive processing units to maintain identity
preservation
SUPPORT
SERVICES
Farmer Field
Schools
 Kisan Business School
• Participative
designing and
problem solving
• Learning-by–doing
• Arriving at
Interactive and
inclusive solutions
• Season-long
approach
KisanMitra: farmers
helpline
 Media
Videos Publications

http://www.krishi.t http://www.csa-
v india.org/bookshop
farm support services

• Advise
• Manage
• Track
• Market
• Hire

http://www.ekrishi.co.i
n
 eKrishi Crop
Advisory

Problem solution Solution Details

Problem identifier Options

Crop menu
Farmer can choose
the crop to find the
disease or send a
query through Query
photo/audio/video Photo/Video of plant
Query
part and question in text Expert Response
Expert view Farmer Locator
or audio
 eKrishi Seeds
Variety
Identifier
Varieties
suitable for
the region
will be
listed

Value for Cultivation and

Variety Identifier Use

Farm
Locator
Crop menu Identifies
Farmer can the farm,
choose the crop list the
characters
to know the of the soil,
varieties suggest the
suitable for the crops
region suitable
Seed Locator