A

Summer Internship project

On

“Title of the study”

Submitted By

XYZ

Course and

Specialization Under the

guidance of Name of the

Guide Submitted to

“SAVITRIBAI PHULE UNIVERSITY OF PUNE”

In the partial fulfillment of the requirement for the award of the degree of Master
of Business Administration

Dr. B.V. Hiray College of Management and Research Center,

Malegaon (Nashik)

(2020-2021)
(Sequence of Report for SIP)

Title Page

College Certificate-given by institute after completion of SIP

Company Certificate (if any for Digital Primary Research)

Acknowledgement

Declaration (as per College format)

Executive Summary

INDEX
Chapter No. Title of contents Page No.
Introduction 1-6
1
Project Profile 7-12
2.1 Objective of the study
2 2.2 Scope the Study
2.3 Limitation of Study

Company/Organization Profile 13-17

3 (Including Company/Organization chart)

Research Methodology 18-28

4.1 Statement of the problem
4
4.2 Research Design
4.3 Hypothesis if any
Data Interpretation 29-37
5
(Chart, Graph, Diagrams)
6.1 Finding 38-41
6 6.2 Suggestions & Recommendations

Conclusion 42-44
7
References 45-48
Appendix
 STUDENT DECLARATION

I, (Name of Student) hereby declare that the project entitled

“ A Study on Brand Positioning Basmati Rice with Special Reference To Nashik
District ” is a
genuine and original work for the partial fulfillment of Master in Business Administration
to Savitribai Phule Pune University. To the best of my knowledge, any part of this context
has not been submitted earlier for any degree, or Certificate examination. The collected
data and certificate are true. Further I undertake that I will be solely responsible for
anything arise out of unfair mean.

Date: - / /

Place: -

Name:……………………..

Sign: ………………………...
 1. INTRODUCTION

1.1 MARKETING DETAILS

India contributes about one-third of the world acreage under rice. Rice is available in over 5000 varieties, of
which Basmati rice occupies a prime position on account of its extra-long superfine slender grains, pleasant,
exquisite aroma, fine cooking quality, sweet taste, soft texture, length-wise elongation with least breadth-
wise swelling on cooking and tenderness of cooked rice. This article reviews the quality and aroma traits of
Basmati rice, particularly the varieties grown in different parts of India and Pakistan, the agronomy,
breeding and physiology of the grain, the trade scenario, Agmark grade designation for export and the US
patent of new hybrid strains of Basmati.

Rice has been considered one of the best foods among all cereals for its nutritional quality. It has higher
digestibility, biological value and protein efficiency ratio owning to presence of higher percentage of lysine
than that of wheat. Minerals like calcium, magnesium, phosphorus and silicon are present along with some
traces of iron, zinc, copper, and manganese. In addition to the kernel, rice bran—due to its overall
composition, nutritional profile, functional characterization, and apparent hypo allergenicity—is being
added in different food products that are in particular beneficial for those individuals who show
allergenicity to other cereal grains. Baked foods provide one of the most potential possibilities of utilizing
rice bran in foods. Uses of rice bran are advocated in making breads, muffins, pan cakes, cookies, cakes,
pies, extruded snacks, and breakfast cereals.

In South East Asia, most of the consumers prefer rice grains that become fluffy after cooking and retain
their conformation without aggregation. Generally, two types (coarse and fine) of rice are mostly cultivated.
The coarse varieties (IRRI-6, KS-282) are non-aromatic while fine varieties (Basmati-385, Basmati-386,
and Basmati Super) are aromatic in nature. Freshly harvested rice (fine, coarse) give stickiness after
cooking. Aging is a good remedial measure.

Basmati rice with distinct flavor possesses characteristics of both Indica and japonica varieties and may be
considered as an intermediate group between the two. The consumers are interested in rice varieties with
good cooking and eating qualities, which are largely dependent on physicochemical properties of starch that
makes up 90% of milled rice. Basmati rice falls in the category of non-waxy, non-glutinous rice with
intermediate amylose content and gelatinization temperature. Other important features like apparent
amylose content, water absorption, volume expansion, and final starch gelatinization temperature
collectively determine cooking and eating quality of rice. It also possesses medium gel strength, which is
most preferred, as it cooks flaky and remains soft on cooling.
The freshly harvested rice cooks sticky, more solids are leached out during cooking, and it swells less as
compared to aged rice. Significant changes occur in the cooking characteristics in the months following
harvest because of number of physicochemical changes in the grain. Storage is an inevitable step that results
in decreased cohesiveness, large volume and fine texture of the cooked rice. The cost of aged rice is
normally 25–30% higher than fresh rice

In domestic and international markets, the quality of rice determines its market value and appeal. Various
post-harvest processing treatments have been found effective to improve its sensory and cooking attributes.
Ageing is undoubtedly one of the best ways to achieve the desired objectives. During storage, a number of
physicochemical and physiological changes occur, this is usually termed as ageing and it affects rice
functionality and eating quality. For example, as rice aged, cooked rice texture became fluffy and harder,
while the amount of leachate from cooked rice decreased. The leached amylose is mainly responsible for the
viscosity of starch pastes. The ageing rendered the rice progressively more organized and resistant to
swelling and disintegration.

1.2 MARKETING MIX

India is considered as one of the centers of origin of rice and has also remained as a center of its diversity.
In anticipation to the impacts of social and environmental changes on crop diversity, efforts for conservation
of this important crop are being made at global as well as at national levels. In India, the National Bureau of
Plant Genetic Resources (NBPGR), New Delhi maintained 79 914 rice accessions primarily collected from
regions known for rice diversity. In addition, personal collections and collaborative research are helping in
securing rice landraces especially from the North and Northeastern states of India. Rice accessions are
classified as scented and non-scented depending on the presence of aroma. Based on their quality, scented
rice is categorized into basmati and non-basmati types. The basmati type is characterized by long and
slender grains having a grain length of 6 mm and above, a length to width ratio of 3 and above, and high
grain elongation after cooking. The non-basmati scented rice has one or more of the basmati characteristics
but not all. Even though some non-basmati scented rice varieties are traded in international market, many
others have remained unattended for their eminent qualities like elongation after cooking, aroma, etc. and
agronomic characters. The non-basmati scented type is cultivated throughout India in wide range of climatic
conditions against the basmati type that is restricted to North India only. There has been a wide range of
interest in identifying the genetic differences between basmati and non-basmati types with special
consideration for landraces. However, a few attempts were made to explore them [3-4]. For assessment of
genetic differences among rice varieties, various DNA markers including RFLP and PCR based markers
viz. random amplified polymorphic, intrasample sequence repeat (ISSR), sequence tagged microsatellite site
(STMS) were utilized. These markers were used either as a single marker [4-5] or in combination [3, 6-10].
As far as Maharashtra State, India is concerned, the diversity analysis has remained unexplored even though
the state has a good number of landraces under cultivation. In the present study, genetic relationship among
sixteen non-basmati scented rice accessions, five basmati rice accessions and two non-scented rice
accessions has been assessed using RAPD and ISSR marker systems. In addition, six Ambemohar
accessions-were screened for presence of genotype specific band obtained during study. The analyzed set
varies with respect to aroma, grain shape, grain quality and cultivar type (landrace, selection and variety).
The utility of individual marker systems and in combination is also discussed.

1.3 MATERIALS AND METHODS

(Collection of rice accessions)

Collection of 29 rice accessions was made from various sources. Twenty-two non-basmati scented rice
varieties and two non-scented rice accessions were collected from local farmers of Maharashtra and
Karnataka States, India and five basmati rice accessions were procured from Indian Agriculture Research
Institute (New Delhi) and National Seed Corporation
Ltd. (New Delhi), India. Among these 29 accessions, 23 were assessed for diversity and 6 Ambemohar
accessions were used for screening of genotype specific band.

Accessions used for studying diversity.

A Ambemohar (Maale)
B Ambemohar pandhara (Wadgaon)
C Champakali;
D Gham;
E Ghansal;
F Kalanamak-3119;
G Kalanamak3131;
H Kamavatya;
I Lal bhat;
J Lal dodki;
K Raibhog
L Tamsal;
M Umrani;
N Gari kolpi;
O Hali kolpi;
P Basmati (Dind.);
Q Basmati-370;
R Pusa basmati-1;
S Super basmati;
T Taraori basmati;
U Indrayani;
V Makarand;
W Pusa sugandha-5.

laboratory, the University of British Columbia, Canada) were used for ISSR analysis.

1.4 GLOBAL RICE PRICE

rice price has increased at a CAGR of 16% from $173/t in 2001 to $570/t in 2009. The major reasons
behind increase in global rice price during 2007 to 2009 were: 1. Temporary export bans and restriction
implemented by several major and mid-level rice exporters, 2. Weather related problem in specific growing
areas, 3. A sharp decline in the value of dollar in fall 2007 and winter 2008, 4. A shift of fund into
commodities from stocks and real estate in 2007 and early 2008 that added to price volatility and may have
temporarily boosted price.

With export earnings from basmati and bovine meat — the flagship agricultural and processed export
sectors — hitting a plateau, the Agricultural and Processed Food Products Export Development Authority
(APEDA) is exploring newer avenues, Chairman Devendra Kumar Singh said on Wednesday.
According to data available with APEDA, export earnings from agricultural and processed food products
have drastically dropped from $21.5 billion in 2014-15 to $16.25 billion in 2016-17, thanks to declining
basmati rice and bovine meat exports.

While the export value of bovine meat dwindled from a high of $4.78 billion to $4.07 billion in 2015-16 and
$3.93 billion in 2016-17, basmati exports plummeted from $4.52 billion in 2014-15 to $3.23 billion in 2016-
17.

Increasing revenues further from these areas is next to impossible because of stringent conditions imposed
by importing countries on these products, Singh told a CII seminar on agricultural supply chain here.

“At the same time, if we have to double our farmers’ income by 2022, a good share of it has to come from
exports. But doubling export earnings from the agricultural sector in such a short span is an ardent task,” he
said.

Clusters identified
However, an attempt is being made to identify fruits and vegetables that can be explored for exports. As it
has already done with grapes in Nashik, APEDA has identified new clusters in seven states that can be
tapped to produce export quality fruits and vegetables, he said. Among the products identified are mangoes,
pineapple, pomegranate, banana, rose onion and vegetables. APEDA has already identified clusters in
Andhra Pradesh, Gujarat, Karnataka, Kerala, Meghalaya, Telangana and West Bengal.

“We have set a time frame of three years to develop these clusters and accordingly, agreements have been
signed with the respective State Governments,” an APEDA official told Business Line.

According to Singh, the mandi or wholesale market-based approach will not work when it comes to exports
as these perishables have to enter the cold chain at the earliest. “There is a need to get these products to the
port within 24 hours of harvesting,” he said.

The APEDA Chairman gave the example of how the authority helped develop infrastructure for the export
of grapes from Nashik in the past. “There are pack-houses in 200 villages in and around Nashik. Grapes
meant for export reach these pack houses within 3 to 4 hours of harvest and from thereon, the fruits become
part of the cold chain,” he said.

APEDA plans to help develop similar infrastructure in these newly identified clusters and will be involved
with farmer producer groups for this, he said

1.5 PRICE

Basmati rice has become costlier by 10 per cent in June due to sudden spurt in demand from both domestic
households and overseas markets post 70-day nationwide lockdown in India and in other major countries to
control pandemic.

The aromatic rice is currently quoted at $1,000-1,200 a ton now from $900-1,100 a ton towards the end of
May. The value differs based on quality and brand.

Supply to domestic consumers and exports was interrupted due to transport disruptions during the
nationwide lockdown. While the disruption was gradually eased with policy clarity emerging, the pipeline
inventory exhausted during this period.

“Prices of basmati rice have gone up by 10 per cent or almost $100 in June from sudden emergence in
demand from domestic as well as international markets. There has been a sharp jump in overseas orders
despite increasing cases of Covid-19 across the world,” said Gurnam Arora, Joint Managing Director,
Kohinoor Foods Ltd, the producer and exporter of Kohinoor brand basmati rice.

The benchmark basmati paddy spot price at Karnal compiled by the Indian Commodity Exchange (ICEX)
jumped by 10 per cent to trade at Rs 3,623 a quintal on Wednesday from the level of Rs 3271 a quintal a
month ago.

Interestingly, demand for basmati shot up sharply since the beginning of Unlock 1.0 on June 8. Stuckists
rushed to fill their pipelines amid uncertainty in market operations over exploding number of Covid-19
cases. Export orders have also increased from all across the world including Iran which faces United States-
triggered economic sanctions and contributes nearly 25 per cent of India’s overall aromatic rice shipment.

1.6 CUSTOMER

A variety of long, slender-grained aromatic rice, which hails traditionally from the Indian
subcontinent is known as ‘Basmati Rice’. ‘Basmati’ derives from the Sanskrit word ‘basmati’, which
literally means ‘fragrant’. It is believed to have been cultivated in the Indian subcontinent for centuries and
is an important part of various cuisines of the Indian subcontinent. It is also used extensively in Central
Asian, Persian, Arab, and other Middle Eastern cuisines as well. This rice is grown and exported from the
Indian subcontinent to various other countries.
India accounts for over 70% of the world's basmati rice production. As of 2018-19, India exported to 65%
of the overseas basmati rice market, while Pakistan accounted for the remainder. Here is a look at some
interesting and lesser known facts about Basmati rice.

1. Basmati Rice gets its unique aroma from a cocktail of 100 different compounds like hydrocarbons,
alcohols, aldehydes and esters. 2-acetyl-1-pyrroline plays the main role in constituting the aroma.

2. Basmati Rice can be grown only in the Northern Indian states of Punjab, Delhi, Himachal Pradesh,
Haryana, Uttarakhand, and parts of western Uttar Pradesh and J&K.

3. Upon cooking, basmati rice elongates to almost twice its size while not fattening significantly. Hence, it
maintains its elongated shape even after cooking.

4. Basmati rice contains high nutritional value because it is rich in vitamin B and antioxidant elements. It
contains magnesium, which contributes to the support functions of the nervous system in addition to
selenium which strengthens the body's immunity and protects it from injury and various diseases and germs.

1.7 CUSTOMER PERCEPTION

Agriculture is an important part of India’s economy and at present it is among the top two farm producers in
the world. This sector provides approximately 68 percent of the total number of jobs available in India and
contributes around 14.2 percent to the GDP. India and China produce about 250,000 million tons of rice
between them. India is the leading exporter of the Basmati Rice to the global market as the country has
exported 37, 02,260.12 MT of Basmati Rice to the world for the worth of 27,597.87 crores during the year 2
 2 PROJECT PROFILE

India being the largest producer and exporter of basmati rice commands a premium over its traditional rivals in terms
of price and quality. It shows that the total rice market in the country is estimated to be worth around Rs 1, 00,000
crore of which only 10 per cent of the rice is branded this is reported in 2007. The branded rice sales have taken off in
recent years and have been growing at around 15 per cent in the domestic market compared to 5 per cent for
unbranded rice. The branded rice sales growth is an impressive 25 per cent in the international market as compared to
stagnant sales of unbranded rice. Added to this, of the Rs 3500 crore worth of basmati rice produced, only around Rs
500 crore worth is sold in branded form. On the pricing front, Basmati rice prices are expected to increase by Rs 7-8
per kg due to steady export demand supported by lower crop.

The scenario of rice industry and the consumption of rice in Asian countries are given:
During 2005-2006 the total food grain production was 208.06 million tonnes in India. The production of rice was
91.80 million Tonnes. With these production levels, India is the second largest producer of rice in the world.
Development and adoption of improved technologies particularly improved varieties possessing high yield, resistance
to important diseases and pests, have played a major role in enhancing crop production and productivity.

2.1 OBJECTIVE OF THE STUDY

 to analyses the jagat products such as jagat royal and jagat malai

 to know the customer satisfaction level after consuming the product

 to meet the require ment of price conscious consumers

 to dispatch goods in a given period of time

 to analyse sub brands with their patent brands of jagat agro

  to find out ways to promote jagat royal, jagat malai manpasand , sadabahar, and many other
products

 to enquire roceting demand of jagat basmati rice and reson behind it

 Agricultural and Processed Food Products Export Development Authority (APEDA) Basmati rice means the
"queen of fragrance or the perfumed one.

“This type of rice has been grown in the foothills of the Himalayas for thousands of years. Its perfumy, nut-like flavor
and aroma can be attributed to the fact that the grain is aged to decrease its moisture content. Basmati, long-grained
rice with a fine texture is the costliest rice in the world and has been favored by emperors and praised by poets for
hundreds of years. According to the Agricultural and Processed Food Products Export Development Authority
(APEDA), India is the second largest producer of rice after China, and grows over a tenth of the world's wheat. In
1993, Basmati rice attracted the highest premium because it is very-long grained rice, with an aroma of its own which
enhances the flavors it’s mixed with.

2.2 SCOPE OF THE STUDY

The study is limited to Fogera Woreda, ANRS, with specific crop category, rice. The commodity approach to market
study will be followed to analyze the marketing chains of rice. It emphasized on different market levels, roles of
market players in the market channels, price setting, the cost benefit analysis of production of rice, cost-margin for
producers and traders buying and selling strategies, storage, transport and market information will be the center of the
study.

2.3LIMITATION OF STUDY

collection of the traders’ data was the most difficult task during the survey. Most of the time traders are reluctant to
give appropriate information as they link it with tax fees. Besides, they are busy and time specific during interview.
Some traders also appointed some more days to fill the questionnaire. Despite being aware of the effect of quality on
price, we are able to examine its impact because the intermediaries purchase and sell rice based on their own criteria
(this might be a problem in most of the agricultural markets in Ethiopia)
 3. COMPANY /ORGANIZATION PROFILE
(INCLUDING COMPANY/ORGANIZATION CHART)

 COMPANY PROFILE

Basmati rice history originated from humbly environments of the rice bazar, Thrissur which is the cultural
capital of Kerala. Sri. M O John started his rice vending opening in the year 1959.. He was the president of the
chamber of commerce ( 1993-2000 ). The wide vision of great man, Basmati make about 20 verities of rice and 100
verities of food products under the famous brand name DOUBLE HORSE, Manjilas food tech pvt ltd is a private
firm. The firm is promoted by their individual viz; Rajeev Basmati, Vinodmanjila, Santhoshmanjila, and Joe rani.
Thanks to the wide vision of the great man, Basmati about 14 veritiesof rice and about 50 verities of food products
under the brand name Basmati The rice powder unit was started on 27 th December 1996. This unit was registered
under industrial development of Kerala with permanent S.S.I registration No.09/09/017445 dated 28-02-1997. The
main items of manufacture were rice powder, puttupodi, Idli powder, Dosa powder, etc. The unit is marketing the
products all over Kerala and some parts of Gulf under the brand name ― Basmati

The consistent quality and taste of their products increased day by day. So they increased their production
capacity gradually to 20 meter per day. Still the unit is not in a position to cater the demand of both domestic and
export market. The main bottleneck in production line is packaging section. 6 The unit is packaging the products in
printed laminated pouches manually. It consumes so much time for filling accurate weighing and sealing. Another
bottleneck is roasting. In keeping with the tradition of founder, Double Horse blazes a trail of success with innovative
ideas and multi-pronged technological advancements. Pre-empting the changes in a rapidly evolving market, Double
Horse was the first company to innovate in the utilization of technology in the concept of packaged rice marketed as a
brand product, to impure grains and standardize all rice precuts and ISO9001-2000 certified will in Kerala.

In Basmati manufacturing units there are employing around 12000 people. Basmati group founded in the year of
1959, later it has 2 rice mill at cheramangalam and Palakkad. The combined capacity of these units is 120 tons per
day. The company uses latest imported technology from sataka japan, Buhler Germany, And Sortex England. Its high
processing facilities and hygienic warehouses ensure the best quality rice for all seasons. The unit use state of the art
imported technology. Double Horse food products ensure well wellknown reed division rotated in the growth of the
traditional as well as ground-breaking products, giving freshness to customers taste and taste. Double Horse
highlighting on keep strict quality factors that contains the following recognition of total infective count, Total
fungous count and recognition of pathogens like E.coli,,staphylococcus, salmonella, Bacillus, hysteria,aclostridium
etc. Double Horse is available across length and breadth of India, Middle East ,USA and Europe. Rice has been staple
diet of millions worldwide, but of decades back, for the Basmati it became more than just that. It becomes a passion
that pulled into an amazing success story. It was the rumple environs of rice bazar, Thrissur. That Basmati saga
began. In order to give his customer consistent quality M.O John started backing rice mill in 1976, from then on there
was no looking back. The company collecting paddy from various places like Tamilnadu, Andhra Pradesh and
processing the paddy from the major processing unit situated in Thrissur, Palakad and after that the processed rice
move to the main distribution centres in Palakkad and Kollam. The company marketing its products through direct
marketing. The company exports rice, various value added products instant mixes, readyto eat products etc. Below the
famous brand label Double Horse. The Basmati group, which produces and markets 7 rice and rice products, has set
a target of achieving 10 fold growth in three years. The company produces 20 verities of rice and 56 rice based
products. The products reach 20 lakh homes in country about 5000 dealers. They expect a threefold in next year and
planning to launch more ready to eat products and try to strengthen their position in the market. The global market for
rice will witness rapid growth in the coming years and the company hopes to cash in on this booms
Main types of basmati rice we have

1. Pusa Basmati 1121

Also known as Muchal Basmati, this variety of Basmati Rice has a long-tipped point. Slender in
form, these rice grains are soft to the palate and are usually used for cooking Biryani and Pilaf. It is
one of the most widely used types of Basmati Rice.
2. Pusa Basmati – 1 
The Pusa Basmati – 1 has extra-long rice grains accompanied by a pleasant aroma. When cooked,
the kernel’s volume expansion is four times its normal size.
3. Ranbir Basmati 
Ranbir Basmati is a relatively old variety of rice that is widely consumed in Jammu & Kashmir and
Dehradun. The grains are exceptionally long with an exceptional aroma and taste which is why it is
favoured by the locals. Of the many types of Basmati rice, this one is popular among consumers in
general.
4. Basmati 386 
These rice grains are known to stretch to double its length when cooked. The Basmati 386 is a
premium variety of Basmati rice, quite prevalent in the market.
5. Taraori Basmati 
Also known as Karnal local, the Taraori Basmati rice variety is widely popular in the Taraori region.
It is considered to be the oldest Basmati rice variety to be cultivated since 1933. Generally used to
cook Pilaf, the long-grain rice is aromatic and a general option for weddings and events.

6. Basmati 217 
Of the different types of Basmati Rice available in India, the Basmati 217 is one of the newest. It is
highly valued for its exquisite taste and rich aroma. The grains of the Basmati are extra-long and
superfine.
 Few varieties of rice in India are given below:

Rice
1009 Kar ADT 39
Alur Sanna Ambemohor Basmati
Amira Mogra Basmati Amira Tibar Basmati
Amire Full Basmati Amras Non Basmati
andra Sanna anekombu Sanna
anekowe Annapoorna
AP Raw Rice 5293 AP Raw Rice Baptla Ponni
AP Raw Rice PLR Soma AP Raw Rice SilkyRaw
AP Raw Rice-1001 AP Raw-Rice Sona Ponni
Arcot Kichikdi Arti Mashuri
BPT Balesuli
Bangar Kaddi Bangarkhovi
Bangarsanna Bantwal
Basamti Dawat Basmati (Rose)
Basmati Car Basmati Charmi
Basmati Dawat Roz-(20KG) Basmati Golden Sela New
Basmati Golden Sela Old Basmati Haryana Raw (New)
Basmati Haryana Raw (Old) Basmati Haryana Sela(New)
Basmati Haryana Sela(Old) Basmati Mogra (Raw/New)
Basmati Mogra (Raw/Old) Basmati Paddy
Basmati Silky Kohinoor Basmati Super Kohinoor
Basmati Trophy Basmati U.P. (New)
Basmati U.P. (Old) Basmati-370
Basmati-385 Basmati-386
Basmatibar (Raw/New) Basmatibar (Raw/Old)
Basmatidubar Raw/New Basmatidubar Raw/Old
Basumathi Bellary Sanna
Bile Kagga Boiled Rice
Broken Rice Broken Rice(Kanki)
BT Sona Byra (Red Rice)
Champakali Chikkahalga
China Sanna Chinoor
Chinoor Non Basmati Chintamani Sanna
CO 36 CO-43 (Medium) Boiled
Coarse Coarse (I.R.20)
Coimbatore Kaddi Coimbatore Sanna
Common CR 1009 (Coarse) Boiled
Culture Ponni1 Culture Ponni2
 Name and address of the company Brand positioning Basmati Rice dist nasik

Brand name NIRAPARA

Registered office OKKAL

Business type Manufacture/suppliers/exporter

Incorporation 1976

Anuual turnover 46 crores

No of workers 1200

Export markets UAE. Muscat,Bahrain,oman ,Qatar.

USA.UK. Singapore,France,Canada.

PRODUCT PROFILE

The basmati group has got wide variety under the brand same “NIRAPARA” .they started their business initially
with production of rice.

BASMATI RICE

Nirapara rice is available in wide range of varieties that suit various testes - brown rice and white rice in round
grained and long grained varities ,besides these ,there are specially rice varities for the varied traditional users of rice
in kitchen all over the world. Nirapara rice is the only rice is the only rice processed using nutria select process which
Ensures that only best quality rice which the optimum value of vitamin B is selected by Z- sortex machine and packed
the result is that consumers can enjoy rice that is exquisites both in appearance and taste.

NIRAPARA RICE RANGE

Palakkadan matta rice Jaya rice

Matta raw rice Singled boiled rice

Cherumani rice Idli rice

Palakaddan matta short grain Ponni rice

Broken matta rice Jyothi rice

Rose matta rice Paysam rice

1 JAYA RICE

This rice is an intigenious variety of rice grown premirily in the Palakkad region of kerala. With its unique flavours
,color,size and crispness makes it an ideal companion for all traditional kerala dishes ,narapara jaya rice is processed
in the state of the art Z- sortex processors with atmost care given to hygiene and quality ,makes it the most widely
recognized rice and is exported from kerala across the globe.

2 CHERUMANI RICE
par boiled round rice which is shorter in size and while in colour,the most popular and preffered rice in kerala .

3 IDLI RICE

It is boiled round white rice . it is a bold and short .it is perfect for the preparation of idly .dosa and also used for
traditional kerala food items like puttu,appam ,idlyappam etc.

4 SINGLED BOILDED RICE

Nirapara single boiled rice is specially formulated broken rice with high nutritional value and easy digesting in nature
.it is preffered by recuperating patients due to the high standards of quality and ease of ease of digestion with a low
far and carbohydrates content.

5 BROKEN MATTA RICE

Broken rice is imperfect shape of rice kernel that broke to less than three fourth of the whole rice kernel .make
yummy delicacies using the finest quality nirapara broken rice.

6 PAYASAM RICE

The most favoured variety of the rice used for payasam ,due to the taste ,aroma and quality.payasam rice is distinct
from other varities of rice due to its dustinctive reddish tint ,signature rawness and unmatched non sticky nature dish.

7 PALAKKADAM MATTA SHORT GRAIN

Red parboiled short grained rice ,it takes lesser time to get cooked when compared among the group and is also rich in
fibre and vitamin B content.

8 PALAKKADAM MATTA LONG GRAIN

Red parboiled long grained rice: the most popular and preffered rice in kerala and is the tastiest among the group.
Content of nutritients are high and is very unique in taste and colour.

9 RICE FLOURS

Breakfast is very important meal in every home . a wide range of exotic traditional rice based breakfast items are very
popular in even modern homes. Nirapara wide array of traditional kerala rice products stay true to kerala unique
flavor while proving to be nothing short of delectable feasts for your taste buds. Niraparas scrumptious rice products
have been making daily breakfast lingering experience both in taste and togetherness for families all over kerala.

FLOUR PRODUCTS

Idly powder Appam powder

Dosa powder Instant idiyappam powder

Easy palappam powder Pathiri powder

 Organic rice flour
ORGANIZATION CHART
RESEARCH METHODOLOGY

4.1 Research & Methodology:

The report is based on the information & data gathered from industries, associations, institutions,
periodicals & literature on the subject matter. For this, various meetings, interactions & interviews were
held with the concerned identified cluster actors. For gathering information from the industries &
associations, a Performa was devised and necessary information was obtained through personal visits &
Interaction. The information’s & data from Institutions & other cluster actors was based on the specific
requirement of this report. Since this was a time bound assignment, the emphasis was made on personal
visits & interactions.

Name of the store: Kiran Agency

Establishment year 2002

Founded by Sridhar Chaudhari

Head office: Indira Nagar Nasik Maharashtra

Office hr. 09:30AM To 06:30PM Mon To Sat

Contact Number 025532591757

History

Kiran Agencies. From farmers, cultivators and vendors, we procure premium quality Indian Rice. The rich
that we procure and supply include Silky Basmati Rice, Basmati Raw Rice, Basmati Parboiled Rice and
Delhi Rice. It is cleaned, processed and packaged in quality material for ensuring hygiene and freshness.

Branches

 Pandit Colony

 Mahatma Nagar

 Indira Nagar (Main Branch)

Agricultural and Processed Food Products Export Development Authority

Pandit Colony Branch
 Mahatma Nagar Branch

Indira Nagar Branch

List of approved varieties

Punjab, Kernel Basmati (Pakistan), Dehradun, Safidon, Haryana, Super basmati, Kasturi (Baran, Rajasthan),

Basmati 198, basmati 217, basmati 370, basmati 385, basmati 386, Bihar, Kasturi, Mahi Suganda, Pusa,
Ranbir, Taraori. Some non-traditional aromatic crosses with basmati characteristics are marketed under a
Sugandh designation.

Detection of adulterated strains

Difficulty in differentiating genuine traditional basmati from pretenders and the significant price difference
between them has led fraudulent traders to adulterate traditional basmati. To protect the interests of
consumers and trade, a PCR-based assay similar to DNA fingerprinting in humans allows for the detection
of adulterated and non-basmati strains. Its detection limit for adulteration is from 1% upwards with an error
rate of ±1.5%. Exporters of basmati rice use 'purity certificates' based on DNA tests for their basmati rice
consignments. See Protocol and. based on this protocol, which was developed at the Centre for DNA
Fingerprinting and Diagnostics, Labindia, an Indian company has released kits to detect basmati
adulteration.

Flavor
Basmati rice has a typical pandan-like (Pandanus fascicularis leaf) flavour caused by the aroma
compound 2-acetyl-1-pyrroline. Basmati Rice is the choice of rice used for cooking Biryani, Pilaf and
sometimes Kheer.
Patent battle

In September 1997, a Texas company called Rice Tec won a patent on "basmati rice lines and grains." The
patent secures lines of basmati and basmati-like rice and ways of analyzing that rice. Rice Tec, owned
by Prince Hans-Adam of Liechtenstein, faced international outrage over allegations of biopiracy. It had also
caused a brief diplomatic crisis between India and United States with India threatening to take the matter
to WTO as a violation of TRIPS which could have resulted in a major embarrassment for the United States.
Both voluntarily and due to review decisions by the United States Patent and Trademark Office, RiceTec
lost or withdrew most of the claims of the patent, including, most importantly, the right to call their rice
lines "basmati." A more limited varietal patent was granted to RiceTec in 2001 on claims dealing with three
strains of the rice developed by the company.

Glycemic index

According to the Canadian Diabetes Association, basmati rice has a "medium" glycemic index , thus
making it more suitable for diabetics as compared to certain other grains and products made from white
flour.

The Basmati Stakeholder

 The Basmati Rice Farmer

 Growing Basmati since centuries

 Farmer families involved are more than 1.0 Million

 95% own less than 5 Hectares

 Suffers post harvest losses & low prices

 Contributes 90% to the market value

The Basmati Rice Farmer

 Growing Basmati since centuries

 Farmer families involved are more than 1.0 Million

 95% own less than 5 Hectares

 Suffers post harvest losses & low prices

 Contributes 90% to the market value

The Miller
 More than 2000 rice mills in the area

 6% most modern rice mills

 Adds up to 5% in market able value

The Basmati Exporter

 Private rice exports only after1988

 500 exporters of Basmati rice

 Only a 100 export more than 1000 tons

 Control domestic rates.

The Government

 Policy making

 Regulation

 Research
  Indicative price

Jagat has successfully established its Quality Management System according to ISO 9001:2000.
This means that all workflow, from the beginning up to the manufacturing and test procedures, is
done to the highest, precisely defined quality standard.
Jagat', although registered in 1986 was formally launched in November 1992 when the group took
over a mill in Delhi under the stewardship of its Directors, Mr. Satish Pawa and Mr. Sant Lal
Aggarwal. In 1994, Ms. Sudha Pawa, a textile designer by qualification, took over the reins of Jagat
Agro Commodities Pvt. Ltd. and began supervising promotions and sales of the products. The
company, on January 3,1995 had the honour of receiving Trans World Gold Star Award for
excellence in quality from the Institute of Economic Studies, presented by Honorable Deputy Chief
Minister of Goa, Shri Wilfred D'Souza. 

Jagat has successfully established its Quality Management System according to ISO 9001:2000.
This means that all workflow, from the beginning up to the manufacturing and test procedures, is
done to the highest, precisely defined quality standard.

The company, with its network of offices in major mandies of rice-producing states has full
infrastructure to procure the best quality of paddy. This paddy is then milled in two rice milling
plants at Delhi and Rai(Haryana), all having modern machines and equipments based on foreign
technology, to produce the finest Jagat Basmati Rice with supreme flavour and fragrance.

SOURCE OF DATA

In the data collection method, we have collected both primary and secondary data to meet our objective.
Primary data:
The primary data was collected by a survey based on the questionnaire. It was formulated on the basis
of information gathered by me with the help of Mr. who provide useful guidelines and objective of our
study.

Secondary data:
The secondary data was collected from books and internet.

Research Approach:
The required information in the form of data is collected through survey method, with the help of
personal interview through questionnaire method.

Sampling plan:
There is a stage where the planning is done about the sample units, sample size, sampling procedures,
etc.

Sampling units:
This means, which is to be surveyed. So as mention earlier that the sample units is potential peoples.
Sample size:
The sample size means how many people should be surveyed. So that total sample size is 45, which
cover from different area of Delhi

Sampling Procedures:
I choose convenient and judgmental sampling for my research.

Data collection method :

Personal interview method is used for collection of primary data in the form of questionnaire from
respondents.

4.1 Statement of the problem:

The problem is to identify the problem related with brand awareness among the customers was done to analyze the
brands mostly preferred by customers in the market, the customers brand awareness and brand preference of Double
Horse and to rate the customers‘ brand loyalty towards ―Double Horse‖ with reference to Manjilas group of
companies

4.2 Research design

 Need for the study
he project study was conducted on the topic ―Customers brand awareness and brand preference of Double Horse
product at Manjilas Food tech Pvt Ltd. The purpose of this research is to gain the deeper knowledge about how
and how customers are aware about Double Horse products and how they are preferring the Double Horse
 products.

 Objectives of the study

 To determine the influence of advertisement on customer brand preference

 To identify the attributes that makes customers to prefer a specific brand

 To analyze whether the quality of a product have any influence on the customer brand preference

 Scope of the study

The study covers how long Double Horse products can keep its market penetration by keeping its customers
happy and meet their changing demands in the competitive world. The scope of the study has been spread around the
following issues and tried to address it within the prevailing economic condition

4.4 Hypothesis if any

H0 (Null hypothesis) : There is no relationship between quality of the product and customers satisfaction with the
product H1 (Alternative hypothesis): There is a relationship between quality of the product and customers satisfaction
with the product

5.DATA INTERPRETATION

Q.1 TO WHICH COMPANY YOU WILL GIVE PREFERANCE WHILE PURCHASING

JAGAT 45

KOHINOOR 25

INDIAGATE 10

DAVAT 20
 45
40
35
30
25
response
20
15
10
5
0

Interpretation:
Jagat is one of the best selling brands in the market

Q2 WHICH OF THERE TWO BRANDS U PREFER THE MOST?

Malai 40

Royal 60

60
50
40 response

30
20
10
0
Interpretation:
Royal is the most preferable brand by the consumers

Q3 WHAT IS THE CURRENT DEMAND OF CUSTOMERS IN MARKET

0 TO 1 KG 10

1 KG TO 5 KG 20

5 TO 10 KG 40

MORE THAN 10 20
KG

Interpretation:
The consumers mostly prefer to purchase 5 to 10 kg hic is there current demand.

Q.4 which of the followin influence the most while purchasing the product?

NAME & REPUTATION OF THE 25

COMPANY
HIGH QUALITY 45
MORE ADITIONAL SERVICESS 20
PRICE 10
 45
40
35
30
25 response
20
15
10
5
0

Interpretation:
The consumers are now a day’s more quality conscious than any other factor

Q5 DOES THE SUPPLY OF THE PRODUCT IS ACORDANCE TO THE MATKET FORCESS?

Yes 80

No 20

Interpretation:
The market equilibrium is always maintained by JAGAT
 80

70

60

50 response

40

30

20

10

Basmati rice cropping

The delimitation of ancient Punjab was rather clear before the partition done in 1947 by the Authorities
of the British Empire for the independence of India and Pakistan. Old Punjab is likely to include
present western Punjab in Pakistan, eastern Punjab and Haryana in India. Most districts of these
regions are reported to be the Basmati belt. All these regions are located in Himalayan foothills and
constitute the home of Basmati, with peculiar pædo- climatic conditions and specific knowledge on
traditional cropping of Basmati rice (Giraud,
2008). For example, cropping in districts Sialkot, Sheikupura, Gujranwala in Pakistan and
Kurukshetra, Amritsar in India, is known for giving high quality and aroma to Basmati.

In western Punjab, which represents 91.2% of all Pakistan Basmati crops, Basmati acreage increased
by 39.7% in ten years, yield increased by 32.8%. However, Basmati yield is still
Low with 1721 kg/ha in 2006 in western Punjab, compared to 2116 kg/ha for all rice produced.

In Pakistan, and 3858 kg/ha in eastern Punjab and 3051 kg/ha in Haryana, which are the major Basmati
providing regions in India. As cropping area is stabilized into the studied countries, increase of
Basmati production depends on yield improvement, substitution of Basmati instead of coarse rice
crops, and improvement in milling process to a minor extent. Basmati represented 61.6% of rice
acreage and 50.3% of production in Pakistan in 2007. According to Mushtaq and Dawson, Basmati rice
acreage in Pakistan is not responsive to price shocks but more sensitive to variation in irrigated area.

Researchers are working hard in order to help at improving Basmati yields and spreading crop areas
( Singh et al., 2 0 0 6 ; B a s h i r e t a l ., 2 0 0 7 ; A b e d u l l a h , 2 00 7 ). However, en d -use
Characteristics are related to the growing place. The same seeds do not provide the same final Traits
according to variation in planting location. Hence the trade-off is between yield improvement and
pure lineage in Basmati parentage for new varieties.

Rice, a sensitive and special foodstuff

Rice is recognized as a sensitive and special product by some countries (Calpe and Prakash,

2007). It means that Governments are able to control, and sometimes stop the rice trade throughout
specific taxes, governmental distribution agencies and price regulation. This exception regime is said
to be leading to a more safe food security system providing rice at a low price for local population in
developing countries.
 Despite its second position as rice exporter, Vietnam banned commercial exporters from making sales
for several months in
2008 (Childs, 2008). Egypt, India and Bangladesh did the same. Basmati was not included in this ban
period. According to FAO, the share of export represents 48.0% of overall 2008 production for
Thailand, the first rice exporter, 54.0% for Pakistan, 55.2% for USA, 18.8% for Viet Nam, 2.4% for
India and 1.2% for China (FAO, 2008). Although related to the diverse varieties’ fitting with
consumers’ preferences, these percentages indicate various orientations towards trade market.

This process does not affect directly Basmati market (Childs and Kiawu, 2009). However, the authorities
from India and Pakistan pay attention to rice availability for their own inhabitants. In 2008, India
applied a minimum export price (MEP) of USD 1200 per ton, plus a cess of USD 180 on Basmati rice
exports (FAO, 2009). Pakistan applied a MEP of USD 1300 per ton for Basmati rice, and USD 1500 for
super Basmati, from January to August.

Major importers

Trade in coarse rice is spread in several countries, mainly located in Asia, with five first importers
making 25% of overall rice trade in 2007. Basmati trade is rather concentrated. In
2007, the first five clients of India have a share of 84.9% and those of Pakistan 68.5% of

Respective Basmati export (India: 616.7 million USD; Pakistan: 556 million USD). India mainly
exports Basmati to Saudi Arabia, European Union, Kuwait, Union of Arab Emirates and USA, whereas
Pakistan does the same with Union of Arab Emirates, Iran, Oman, European Union and Yemen.
Basmati trade is also concentrated by demand side. The five first importers made 44.5% of overall

market in 2007. Main importers are almost all located in the Middle East, although

European Union is the third importer.

Basmati price evolution

Basmati rice attains by far, a higher price than non-Basmati rice in both wholesale and retail markets.
Basmati particularly attracts highest price on world export market. According to Child, after nearly
tripling to record highs from November 2007 to May 2008, global trading prices have dropped sharply
(Child, 2008). Price quotes for Thailand’s high-quality long-grain milled rice, a benchmark for global
trading prices, have declined more than 40% since May. Prices for U.S. long-grain milled rice, which
more than doubled from November 2007 to late April 2008, have declined more than 30%.
By comparison, price of Basmati is the highest among rice from September 2007 to January
2009, but not during the peak of May 2008, with 1100 USD /T. Its evolution is more stable: after an
increase of 69.2% from September 2007 to March 2008, no drop was shown from May to January
2009 (FAO, 2009). Factors acting on Basmati price seem to be related to stable increase of demand
from major importers and harvest variation, rather than prices’ volatility on a rising market.

The price premium of Basmati attracts lot of players and increases competition between domestic
and trade markets. Hence frequent market shortages may probably also foster fraudulent blending. The
authentication of Basmati rice is an important topic since it attracts highest price on trade market.
Hence, rice trade counts several players, sensitive to the market pressure thus increasingly the demand of
Basmati rice, while the production does not always follow this trend.
Discussion
Authentication and traceability

Authentication methods of rice, based on DNA tests, are implemented and validated since long time
(Bligh et al., 1999). A survey using DNA test was carried out in 2003 by the British Food Standards
Agency in order to measure the sincerity of labelling Basmati on rice packages sold in UK
(Burns et al., 2004). Approximately one-third of the 363 samples, collected from a range of retail
outlets and catering suppliers, were labelled as from India, one-third from Pakistan, and the final one
third were not labelled with the country of origin. A small number of samples were labelled as mixed
origin.

All samples claimed to be Basmati rice as written on their labelling. While 196 (54%) samples
were found to contain only Basmati rice, non-Basmati rice was detected in 167 (46%). In around 24%
of these samples, the non-Basmati rice content was relatively small i.e. less than 10% (and below the
limit of measurement in 10% of these samples). However 63 (17%) samples had non-Basmati rice
content, greater than 20%. Of great concern were the 31 (9%) samples that were found to have non-
Basmati rice content greater than 60%.
On a market where demand exceeds by far supply, stakeholders are sometimes tempted to act in
borderline manner (World Trade Review, 2008). Hence, the presence of “semi-basmati”
and “product uncertainties” is noticed by literature based on field studies (Goel and Bhaskaran,
2007). Another issue on authentication and traceability of Basmati is the genetic selection and
parentage of hybrid lines.

Lineage and parentage

The market pressure, and expected earnings from stakeholders as well, led to improve yields of the
most expensive rice. The genetic selection, so far, gave several hybrids that now content small
percent of traditional Basmati pure line.

Presently, the different recognized lines of Basmati vary from Pakistan to India. It is questionable
when the list of native and indigenous lines of Basmati will be defined according to the GI protection in
one hand and trade pressure on another. Basmati 370 was identified in
1933, Super Basmati was developed in 1995 (Bashir et al., 2007). Nowadays, Basmati 2000

& Pusa 1121 are sold as Basmati, albeit not always showing strong links to either Basmati pure lines
or Punjab region. Some basmati-related seeds are n o w released in N e p a l , Bangladesh, Texas or
even Italy. Basmati sowing trials are noticed in Baluchistan in Pakistan, in Uttar Pradesh, Rajasthan and
Karnataka in India. However, agronomicand climatic conditions are very different from Punjab. Hence
genetic selection gave adapted hybrids able to resist to water scarcity or salt abundance or very hot
temperature or weeds attacks and so on. These hybrids are coming from Basmati lines in a modest
extent. Hence the final characters of such hybrid lines are far from genuine traits of pure Basmati lines.

More generally, the long list of Basmati lines may confuse non-skilled stakeholders and consumers
as well. At least 60 lines of Basmati rice are released on the world seed market. The list includes the
name of the major pure lines and various hybrids as well.
 Of the largest aromatic germplasm maintained at IRRI, about 86 are described by the name
Basmati irrespective of grain dimensions and intensity of aroma: Pakistan (67), India (9), Nepal (7),
Bangladesh (2) and Sri Lanka (1). Comparing these with Basmati standards, only 18 qualify as Basmati
(Singh et al., 2000). A harmonious combination of minimum kernel dimension, intensity of aroma,
texture of cooked rice, high volume expansion during cooking made up by linear kernel elongation with
minimum breadth-wise swelling, fluffiness, palatability, easy digestibility and longer shelf life qualify a
rice to be Basmati in consumers’ and traders’ view (Singh et al., 2000).

In September 2008, India put Pusa 1121 into the official list of Basmati lines (Gulf Times,
2008). Pusa 1121 is a hybrid released in 2003, which is the world's longest grain, but contains just 5%
of traditional Basmati line. This newly bred variety has yield two times more than traditional tall
basmati cultivars such as Taraori. It also scores high in terms of aroma, greater elongation upon cooking
and less chalky grain content. This event is the most recent of a long list of re-branding hybrid lines into
Basmati family in order to provide trade market to the expected quantities of basmati-like rice.

Listing what is Basmati or not at this stage may lead to endless controversy, as complex figure will
perpetually come out from crossbreeding developments. It might be worth to consider how to better
and clearly define what might be the percent of parentage kept into hybrid in order to make new
varieties eligible to qualify as Basmati lineage. Instead of making such trade-off on trade basis, it
might be preferable to use the end characteristics that make the segmentation between Basmati and
coarse rice: fragrance and cooking qualities. Hence, yield improvement would be a secondary factor, not
jeopardizing Basmati authenticity and origin.

Basmati is a trade-oriented commodity that attracts number of stakeholders because of price premium,
even when they are located far from Punjab, home of Basmati. Hence a clarification of crop areas and
seeds lines variety might enhance authenticity of GI Basmati and would allow at improving reliability
of Basmati supply chain actors as well (Chandola, 2006; Marie-
Vivien, 2008). This will act in favour of a more sustainable market for Basmati.
6.1 FINDING

A) The various logistics are involved in marketing of JAGAT product such as

AGRICULTURE

Market functions They are as follows:

1. Buying and assembling.

2. Transporting and loading/unloading.

3. Grading.

4. Storing/warehousing.

5. Processing.

6. Financing

7. Risk-bearing Retailing

Functionaries:

The above functions are carried out by various functionaries which are as follows :

1. Traders.

2. Transporters.

3. Hamals.

4. Graders.

5. Weigh men.

6. Financers/Bankers.

7. Warehouses.

Agencies

Following agencies carry out marketing (buying and selling) at various stages :

1. Village/Itinerant merchant.

2. Wholesaler in assembling market.

3. Commission agent or Dalal.

 4. Preharvest contractor (in fruit crops).

5. Wholesaler in consuming markets.

6. Processor.

7. Retailer.

Types of markets

1. Wholesale markets.

i) In producing area.

ii) In consuming area.

2. Retail market in consuming area.

3. Daily Mandis and weekly markets in rural areas Producers selling directly to local consumers.

4. Annual and occasional fairs.

B) Jagat Agro Commodities Pvt. Ltd. has established itself as a processor of world class basmati rice. The
premium brand of basmati from the company is adored by all and consumed by those who value taste and
expect nothing but the best.

C) PRODUCTS

 JAGAT MALAI 

 JAGAT KHUSHBU

 JAGAT SADABAHAR

 JAGAT MANPASAND

 JAGAT EVERYDAY/SUPER EVERYDAY

Among them JAGAT mail is mostly preferable
C) Jagat is not only sold in India but in abroad also with the help of promoters and its brand name
D) Jagat always meets the market demand and maintains the supply chain with the help of farmers middle
men and end users
E) The distributors play a major role in advertising the product it should try other sources also in promoting
the product like T.V. advertising etc.

6.2 Suggestions & Recommendations

With the objective of providing the best rice to the customers, Jagat has made long term investments in
manufacturing, research and development facilities. In 1995, Jagat Agro Commodities Pvt. Ltd. became the
proud recipient of the prestigious Trans World Gold Star Award for excellence in quality from the Institute
of Economic Studies.
Our quality expertise starts from the very beginning i.e. purchase and storage of paddy. The laboratory plays
a key role in respect of maintaining checks on several aspects such as size, length and removal of broken
tips. The high technology instruments enable the company to monitor quality parameters at each and every
stage of processing.
Rice is judged on 4 main parameters:
1. Appearance
2. Taste
3. Aroma
4. Cooking Quality.
Taste and Aroma are subjective characteristic.
The parameters for determining appearance of rice are:-
On the basis of average length of Kernels milled rice is classified into following categories:-

Scale Size Length (mm)

1 Extra Long > 7.50
2 long 6.61 – 7.50
3 medium 5.51 – 6.60
4 short 5.50 or less

Grain Shape is estimated by length/breath ratio of kernels.

Scale Size Length (mm)

 1 Slender Over 3.0
2 Medium 2.1 2.1 – 3.0
3 Bold 1.1 – 2.0
4 Round 1.0 or less

Cooking and eating qualities of rice largely dependent upon the properties of Starch that makes up 90% of
milled rice. Several components traits collectively determine cooking and eating qualities, these are:

PROCUREMENT PROCEDURE

The procurement may be done in one of the following ways: -

 Directly from the farmers (in the raw form).

 From the Food Corporation of India (in the semi-processed or processed form).

 From various state govt. agencies (in the semi-processed or processed form).

 From the rice millers (mainly in processed form).

Once the trader identifies the type he wants, the next step is to select the correct quality and grade. Samples
are tested at various laboratories ands institutions (private or Govt. run) for conformity to various
specifications like moisture content, percentage broken, foreign matter, paddy, infestation etc. Once
satisfied the supplier(s) is identified and a contractual agreement is reached for the supply of specific quality
and quantity of rice within a certain time period subject to specified conditions of conformity to
specification, packaging, transportation and price. The contract is usually for a particular price to be paid at
the future date and outlines the delivery schedule and terms of payment.
 7. Conclusion

Rice is a main stay of Fogera farmers and it is the only "Rice basket of the region ". The main objective of
the study is to analyze the profitability rice production and marketing chain of rice in Fogera woreda. The study
specifically has focused on the profitability of rice production of farmers and traders, structure and conduct of the rice
markets. And it investigates factors contributing towards household’s market participation in rice market and volume
of rice supplied to market. The study also assesses the support inputs services, and constraints and opportunities of
rice market in the study area. The data were generated by using pre-tested structured questionnaires. Data were
obtained both from primary and secondary sources.

The primary information was collected by interviewing farm households. Secondary data were obtained from
different sources like Rural and Development office, Trade and industry office the Woreda, IPMS, agricultural
research centers, Inland Revenue offices, publications and research studies, CSA, websites and agricultural
magazines. A total of 165 farmers, 6 wholesalers, 10 millers, and a total of 60 retailers (from Bahir Dar, Gondar,
Woreta) and 25 assemblers, 5 urban distributors were interviewed and the analyses were made using SPSS and
LIMDEP. Summary of results obtained was the following. The descriptive analysis shows that the average family size
of all households was 5.72 and with minimum 2 and maximum 13. The farmer’s average family labor force was 2.67
in manequivalent with 6.15 maximum and 1 minimum. Rice producers are private farmers who produced paddy
during main cropping season. The major reason for growing rice is for consumption and sale. In terms of land
utilization rice is planted approximately on 0.6 hectares of land as compared with 0.36 and 0.31 hectares planted in
Teff and Maize. 105 The production inputs used were seed and to some extent herbicides and pesticides. only 3% of
the sampled households used urea, 1.2% use DAP and 4.9% used organic fertilizer for rice production The application
of fertilizer was very minimum, because of flooding and the soil is fertile alluvial soil (Abay,2006; IPMA,2005). The
common types of rice varities are X-Jigna (local) and Gumara (IAC-164.) the improved one. About 96% of the
sampled household used X-Jigina variety (local and mostly popularized by farmers). However Gumara variety used
less. Since it is red in color it is less demanded and used for consumption purpose as compare to the white seed X-
Jigina variety which has high market demanded. From a total of sampled producers of households about 24% of rice
producers were found to be non-sellers of rice mainly for different factors. Farmers have different market outlets and
traveled 1.6 hour per trip to sell their product. Twenty four lines of market channels were identified. Five of these
went outside the region and the rest sixteen ran inside.

The main receivers from farmers were wholesalers, Millers, Rural assemblers, urban assemblers with an
estimated percentage share of 44.9, 26.9, 14.1 and 11.9 percent respectively. Besides, the volume that passed through
each channel was compared and based on the result the channel that went out of region consisting 95 quintal hosted
the largest (42.1%) , followed by channels that stretched from Farmer→ Wholesalers→ Retailers→ Consumers
hosted 81.98 qt respectively. The central question for this study is "What will influence farmers' decisions to sell rice
and what will stimulate them to sell more?" many variables were hypothesized for analysis. In order to test the above
hypothesis, different methods were followed. The selectivity models encompass two steps to estimate factors on
market participation and volume of sale. The result of the Heckman two step model indicates that market information
access, quantity of paddy produced, extension contact with farmers and total livestock value increased the likelihood
of households decision to sell rice. And education level and quantity of rice produced affects volume of rice sales
positively but family size determines volume of sale 106 negatively. The Tobit result also revealed that quantity
produced was jointly affected both the probability of market participation and volume of supply. The SCP model
analyses also showed that the important entry barrier in rice market was high competition with prior control of farmer
and lack of investment capital. They had fewer problems with taxes and license procedures. The survey result indicate
that 46.7% of the respondents have 2-5 years of experience in rice trading and about 40% of them had 6-10 years of
experience. Their educational status also indicates 64.3% were in secondary education and the rest are in primary
education level. Regarding to pricing strategy 53.3% of sampled traders set price by the market, 26.7% set price by
themselves, 13.3% set by negotiation of buyer and traders and the rest was by marketing experts. The four-firm
Concentration Ratio (CR4) indicated that the rice market is dominated by few wholesalers. The CR4 ratio is about
77%. That means 77% of the market share going to major four wholesalers. The profitability analysis of rice
production shows that, the gross income obtained from paddy production was birr 17549.21 per hectare and the total
cost per hectare was 11688.23 Birr on samples households. Opportunity cost of land (rental value of land) , was the
items occupying maximum share in total cost (40.23%) followed by labour cost (34.65%), animal power cost
(13.11%). Material input cost like manure, herbicides, seed (10.26%) and other costs like land rent/ tax and interest
rate (26.86%) consists of the minimum cost share. The cost benefit analysis of rice production shows that rice
production is a profitable business for farmers. The net income obtained from production per hectare of rice is
5006.48 Birr. The cost margin indicates that producers obtain on average a profit of 35.97 Birr per qt with the market
margin of 55.2 Birr per qt, assemblers get 139 Birr per qt, millers a profit of 5.4 Birr per qt, wholesalers 9 Birr per qt,
urban distributors birr 3.88 Birr per qt and retailers around 19 Birr per qt. Though, assemblers get more profit, they
also incur more marketing cost. 107 Constraints associated with farmers can be classified based on three categories,
this are production constraints, marketing and institutional aspect. Shortage of land is the primary problem of the
sample farm households in which 77% of households were respond it.

The lack of improved varieties (disease resistant, high yield and early mature) was also a constraint in
production which is responded positively by 76.1 per cent of the farmers. Most farmers cultivate local variety X-
Jigina (local variety) than the improved variety Gumara (IAC -164). Marketing is the second main constraints of
farmers. Problems of threshing machine or polishers to its marketing quality of rice were responded positively by 55.8
per cent of the farmers. And also 45% of the respondents were complaining various malpractices such as scaling or
weighing, deduction and quoting of lower prices than actual. Moreover, about 33% also respond that there were
market problems associated with low output price, maintenance of standards and grades. The last constraints for farm
households are the institutional and financing aspect. The main problems were transportation facilities, capital and
credit availability. About 47% of the sampled farmers were responding positively for transportation problem and 40%
to 46 % for capital and credit respectively were perceived these problems. The major problems of wholesalers and
millers are limitation of capital. This is responded by 53.7% followed by tax payment. Usually millers as well as
wholesalers pay tax based on the number of milling machine they have and their licensed trading. Another problem
which was responded for wholesalers and millers were prior control of farmers followed by information asymmetry
and competition. It is responded by 20% of the sampled millers and wholesalers. The problems associated with
assemblers are road accessibility, lack of market; storage problems, capital shortage, and credit access were the main
once. With regarding to retailers, the common problems were shortage of capital, quality, adulteration, and shortage
of credit.

Rice is a newly introduced crop in Ethiopia. However; it is increasing in production and area coverage. Rice is an
exceptional crop due to its water loving nature and its higher productivity than other field crops. Though Ethiopia has
tremendous area suitable for rice production little has been used until recently while many tones of imported rice are
consumed in Africa as well as in Ethiopia. Hence, increasing production and productivity of this crop may contribute
to food security. In Fogera and the nearby Woredas, rice is becoming a strategic crop for the livelihood of many
farmers. In the past, the study area was very food insecure due to flooding problem. However, after the introduction
of this crop, it is considered to be one of the surplus producing Woredas in South Gondar zone. The production trend
shows that rice production increased from 160 qt in 1993/94 to 417,735 qt in 2007/08. Similarly, the area coverage of
rice increased from 6 hectare in 1993/94 to 9,213 hectare in 2007/8. A number of factors may have affected market
participation decision and volume of sales of rice in the country. In the case of Fogera district, the identified factors
are access to market information, quantity of paddy produced, extension contact and livestock value were the main
determinants of market participation decision for a household positively. For the volume of supply, household head’s
education level (positively), quantity produced (positively), and family size (negatively) were the important variables
that determines volume of rice sale in the market. Findings based on the results of the study (Heckman two-stage
model), to promote rice market participation in a sustainable way, some policy implications are suggested to be
addressed. 109

1. Strengthening the existing price and market information system Generally, commercial farmers are capable of
sourcing price and buyer information from different sources whereas poor farmers rely on other farmers and
government extension staff for the same information. There is therefore, a great need to make information
available to farmers at the right time and place. In response to this challenge, it is good to develop an
 integrated agricultural marketing information system that will be linked to Woreda information center, and to
link them to government’s program.

2. Intervention to increase production and productivity of rice The quantity of rice produced at the farm level
affected marketable supply of rice positively and significantly. However, farmers are working under limited
plots of land by natural as well as socio-economic factors without using improved technologies and
agricultural inputs. Rice producers in Fogera Woreda used little inputs (like improved seeds, pesticides and
insecticides and modern technologies). Hence, increasing production and productivity of rice per unit area of
land is better alternative to increase marketable supply of rice. Introduction of improved varieties, application
of chemical fertilizers, using of modern technologies, controlling disease and pest practices should be
promoted to increase production.

3. Facilitating extension services The results of the study indicates provision of extension service improve
market participation of rice. Farmers have to linking production with marketing. And also it is good to
enlightening farmers to produce based on market signals, consumer preferences and to direct or advice on the
proper methods of handling, storing, transporting, and above all improving quality of rice. Hence, it is
recommended to assign efficient extension system, updating the extension agent’s knowledge and skills with
improved production and marketing system. 110

4. Promoting education and trainings in production and marketing Changing the attitudes of farmers is a crucial
factor in improving the marketing performance of households. If farmers have awareness about the benefit of
the specialty market, they do not need only immediate economic advantages from the sale of their product. In
case of production, household heads with very limited education encounter in successfully managing,
fertilizer and pesticide applications, and also what to produce inline with taste and preference of consumers
demand, especially in the presence of ineffective extension services. So stakeholders’ and Agricultural and
Rural Development Offices have to create awareness about the specialty of market. Continuous education and
training on production and marketing will have a positive impact on their attitudes.

5. Promoting potentially collective organizations (cooperatives) Cooperatives are assumed to play important
role in improving the bargaining position of the producers and creating, lowering transaction costs, reducing
the level of oligopolistic market type by creating competitive market.

6. Improving the quality of rice Most attributes for rice is its quality. The Fogera rice has poor quality as
compared to imported ones (Basmati, Ponte, and others types) both in kernel size and in color. This results
from, its poor post harvest handling, spoilage during harvesting, hulling and threshing problems all together
reduces the quality of rice in the market upon its selling price. Hence, especial attention should be given to
improve quality so as to satisfy consumer’s desire, and farmer’s market price return.

7. Licensing the traders Traders should have license to operate at any level of trade, some of the traders have
continued to operate with no license. Assemblers and brokers (though few) are with no 111 licensing. Also no
clear demarcation of trading (fore instance, millers are acting as wholesaler). This has put the legal traders at
a disadvantage when competing in the market. Therefore, public authorities in collaboration with
representatives of traders should devise means of controlling those engaged in illegal trade.

8. Promoting family planning Family size is one of the significant demographic variables that affect volume of
supply. With limited production, supporting a larger and extended family size would have been difficult for the
farmers. This can be possible through the intervention of integrating family planning with health extension service
and with respective concerned bodies.
 References

www.satnamindia.com

www.grocernewstoday.com

www.indiawest.com

www.almondz.com

www.dawaatindia.com

www.FnBnews.com

www.lalquilla.com

KRBLindia.com

Food grain milling industry-report

Indian Agriculture 2006

http:/indiabudget.nic.in
Appendix

Appendix 1 : exporting countries

Exorting countries Year 2012

qty value

USA 1267359 514768

china 12227 78373

India 63669 51039

italy 32922 28154

brazil 59573 22978

Russian federation 71345 22406

Spain 43207 18576

thailand 21722 14159

Appendix 2: Area under basmati rice in selected states of India

Selected State-wise Area under Basmati Rice in India

(2009-2010 and 2010-2011)
(In Lakh Hectare)

states 7 7.81

punjab 5.13 5.5

Uttar pradesh 2.54 3.78
uttarakhand 0.1 0.3
Appendix 3: State wise Rice production in India

State 2011 -12

Production Share (%)

West bengal 14850 14.23

Uttar pradesh 14030 13.45

Andhra pradesh 12890 12.35

punjab 10540 10.10

Bihar 7200 6.90

Tamil nadu 6890 6.60

Appendix 4: India’s rice production in global context

year World Production in Indian Production in India‟s share (In %)

million MT million MT
2001-02 399 93.34 23.39

2002-03 380 71.82 18.90

2003-04 390 88.53 22.70

2004-05 405 83.13 20.53

2005-06 423 91.79 21.70

2006-07 427 93.35 21.86

2007-08 438 96.69 22.08

2008-09 459 99.18 22.61

2009-10 457 89.09 19.49

2010-11 449 95.98 21.38

2011-12 456 104.32 22.88

2012-13 463 103 22.55

General Guideline for SIP 2020-21

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