AAP KA KHANA – KISAN KA BHAROSA (ONE STOP SOLUTION FOR HEALTHY FOOD BASKET)

AAP KA KHANA – KISAN KA BHAROSA (ONE STOP SOLUTION FOR HEALTHY FOOD BASKET)

Introduction:

With the threat of plastic rice, artificial milk and milk products, adulterated oils etc being in circulation, the need for authentic food supply chain with quality assurance, localised taste and conventional processing/preparations is being felt. This concept of local sourcing, value addition and efficient supply chain with robust technology interface has huge potential, provided the concept is implemented more out of passion coupled with genuine interest to serve the producer & end user. Once things are positioned properly it has huge potential to scale it up and makes good economic sense too.  This will eliminate many layers in supply chain, thereby give economic opportunities to farmers and also create employment to rural poor particularly women.

The localized rural enterprises such as conventional rice /dhal mills, atta girnis, oil extraction units, local dairies, conventional packing etc can be revived and scaled up across the nation. 

The concept:

• Identify non-perishable food basket, divide them into cereals,  pulses, masala ingredients, oils, ghee etc and decide on appropriate size of basket for bimonthly supply( certain items) & half yearly supply (certain items).

• Identify potential Agri zones preferably in the areas where 70% volume of the entire range can be sourced or having potential to grow 70% volume for establishing procurement cum processing centres.  

• Entire procurement, sorting/grading, processing, packing materials, packing into appropriate size units, family unit packing etc will be done at village level only. This will reduce multiple handling   and cost of handling.

• Target for local varieties, less pesticide usage with targeting for organic foods within a stipulated time (say 60 to 70% items).

• Identification of potential farmer partnerships with annual rate contracts and crop planning linked with lifting agreements. This will ensure quality; assure supply, assured variety and also insurance from market price variations.

• We can meet customised needs like brown rice, less polish rice and any further requirements to satisfy localised needs.

• Identification of potential clusters in cities like IT Parks, financial districts, knowledge parks, high-rise apartment   clusters and focus on concentrated customer base. These will help us in giving better service, reduced delivery costs, as well as effective operational controls.

• Robust IT/management time tested systems has to be in place (complete integrated solution) which cover customer registrations, order monitoring, delivery tracking,  payment gate way,   customer feedback, compliant/problem resolving,  quality assurance etc from  customer side and sourcing, farmers management, processing operations, quality control, packing, dispatches etc at  production/processing facility.

The food basket:

The food basket shall be designed in such a way that it will take the needs 4 member family as a unit and supplies will be made in standardised packing unit.  Top ups can be accommodated with separate delivery/pricing mechanism. 

The food basket shall consist of the following items with standard pack size. Customer can make his own basket by ordering in number of units for each item. These shall be standardised depending on the profile of the customer. For example if we are serving north Indian family more of atta & less of rice can be planned, similarly tamarind can be replaced by aam choor.

The basket shall be made into two categories- one half yearly supply & the other one bi monthly supply.

Half yearly basket:

Item	Pack size	Qty	Item	Pack size	Qty
Tor dhal	2 kg		Turmeric Powder - dry	250 g
Urad dhal	2 kg		Turmeric Powder - raw	250 g
Moong dhal	2 kg		Chillies powder - pure	½ kg
Chana dhal-Raw	1 Kg		Chillies powder- Masala	1 kg
Pepper	100 g		Dhania powder	250 g
Lavang	50 gms		Gharam Masala	250 g
Elichi	50 gms		Aam choor	250 g
Patta	50 gms		Cashew nuts	500 g
Vermicilli	500 gms		Dry grapes	500 g
Corn flakes	1 kg		Masala items	250 gms

Bimonthly basket

Item	Pack size	Qty	Item	Pack size	Qty
Rice - raw	10 kgs		Maida	1 kg
Basmati Rice	1 kgs		Sugar	2 kg
Rice- lesspolish	2 kg		Salt	½ kg
Brown rice	2 kg		Idili rava	2 kg
Idly rice	2 kg		Jaggery	1 kg
Wheat Atta	5 kg		GN OIL	1 kg
Ragi flour	1 kg		Gingili oil	1 kg
Chana flour	1 kg		Ghee	250 gms
Chana-fried	1 kg		Tamarind	500 gms
Ground nut	1 kg		Mumbai rava	1 kg
Corn flour	1 kg		Wheat rava	1 kg

The quantities shall be standardised after brainstorming with user groups, housewives and appropriate size with two to four standardized bulk packing can be arrived for easy handling and to have efficient supply.

• Rice we can customize on fine raw rice, half polish, complete brown, idly/dosa rice, boiled rice other than basmati rice.

• Jowar flour, ragi flour etc can be supplied as customized items or location specific preferences.

• Chilli power can be in pure form and also mixed with dhania, jeera & other masala ingredients for ready use in curries.

• Gharam masala shall be added as spl item into the basket.

Procurement/processing plan:

• Identify areas where the entire range of cereals, pulses, dhal, oil seeds, chilli, turmeric etc are being grown and having potential to introduce such crops and establish centres in such locations. Krishna/Godavari deltas with wet lands and alluvial soils are one such potential pocket and I am sure there are many such pockets across the nation.

• Farmer education, extension services to grow local varieties, tasty foods,   less pesticide usage with an objective to go organic-grow organic,  farmer interface with support price mechanism (price protection)

• Identification of potential rural entrepreneur and handling of the complete operations through the enterprise on predefined mechanism/agreement.

• International standard quality norms with necessary certifications, registrations will be put in place. Local youth/women will be trained in handling, processing, packing etc and ensure that quality product is put delivery through our supply chain system. 

• The entire processing will be through conventional methods to ensure the local flavour, taste at the same time keeping the nutrition value of food intact. For example tor dhal will be produced after roasting the pods to ensure better taste, similarly oils shall extracted with girnis to ensure original composition. Conventionally produced brown rice, less polish shall find place in our basket.

• Items which are not grown locally will be sourced through farmer organisations in respective areas to ensure quality of the produce and to be in line with our objective of elimination of layers in supply chain.

Marketing plan:

• Initially identify one or two cities study the existing models of food grains markets, understand the models and develop strategy related to customer registrations, product expectations, delivery mechanisms etc and a system can be established to address all the issues.

• Establish one centre where the storage, software solutions, service delivery, customer compliant etc can be handled.

• App based order placement and tracking

• Focus on service sector/IT job concentrated areas to begin with, as they are the pan India crowd, out of box thinking and willing to try new things other than having awareness on healthy foods.

• Focus on big tag companies with large work force with proper introduction- using our brand advantage, our experiences in commodities and create a feel to client companies in a such a way that they shall feel it as another good HR facility created to employees.

• If we can reach about 5 to 6 anchor client companies with ticket size enrolment of 400 to 500 / company we can generate client base of about 2000 plus.

•  Once we start servicing these customers, the concept will reach their other colleagues and neighbours in their apartment complexes and will have exponential growth provided the whole supply chain ids handled efficiently.

Operational strategy:

• The packed items in standard sizes and pre order baskets will reach the city by hired trucks.

• Central facility which handles the order processing will handle deliveries through contractor which shall be paid based on unit’s delivery basis.

• This centre will also keep some stock and supply emergency quantities as special orders on delivery cost recovery basis or with special pricing.

• Sourcing of materials shall be on fixed rates with rate contract agreement or on prevailing market rates or combination of both.

• Similarly we can go for fixed price supplies with commitment for one year period and also some customers can be on bimonthly contract price.

• Organic packing, branding, connecting customer to the farmers with whom we propose to work through some field visits, cultural exchange etc shall be tried and used as promotional strategies.

• Go green, go organic shall me our mission, our vision and our slogan.

There are many organisations supplying food items, groceries etc across the country and fallowing different strategies. Market is huge and there is scope for new entrants provided the business is seen more from long term vision with passion and see supply chain as value chain.

B Guruva Reddy-9866889246

grbonthu@gmail.com