FRESH Growers

Assignment Taken

FARM TO TABLE-BUSINEES CASE SCANRIO

Case Understanding

Fresh Grower is a Pune based company started by Chitranjan Desai. Chitranjan was working in USA with a fortune 500 company in IT Sector. After a well-paid job and a stable career in concrete jungle called cities, his yearning to get closer to nature became stronger and small gardening activities was unable to content his desire. He stumbled upon few old Indian food related books and found that eating freshly grown foods has high benefits to our bodies. Idea stuck with him as he has seen so many farm to table restaurants in USA as well. finally he decided to come back to India to do something with Farm-To-Table concept. He has decided to start a business of procurement & delivery of Fresh Farm produces. Where he will procure farm produces from nearby farmers and will directly deliver to consumers. He chosen Pune as base city as Pune was his hometown and he has few connections there, he contracted nearby village farmers, to get supply of fresh seasonal produce for his company Fresh-Growers. He found that farmers are rigid in their traditional methods like harvesting produce at a bit early stage and ripening them either through chemical process or natural process during transit and storage. Also, they were not agreeing on demand-based partial harvesting needed at early stage as they prefer to harvest whole farmland at one go to save cost and effort. Other challenge he found that it is extremely hard to convince farmers to use organic practices instead of using pesticides, urea & germicides. In Chitranjan's concept of Farm-to-Table, produces must reach from FARM to Dining Table within 3 hours of harvesting, but as per his early calculation of total time required to do harvesting > transporting to packing facility >Packing> transport to consumer’s place, would take around 6 hours if all goes as per plan. But at implementation he realized that even 6 hours is hard to manage many times.Marketing was again a challenge as consumers found it very convenient to purchase either from Local Vendors Or from App Based daily need ordering services Both Local vendors & App based services claimed that they are supplying fresh produces as well. He Established Fresh-Growers in year 2019 with Idea of providing fresh & unadulterated farm produce to Indian population. As a self-funded organization Chitranjan has invested Rs.10 Lakh from his savings as Initial.Fresh Growers created a website and did social marketing to reach to its audience, also he has printed pamphlets and distributed them through newspapers. As a BTL activity they organized awareness campaigns in Housing societies. they started from one area of city to start deliveries with simple subscription-based delivery system and within one year covered most areas of Pune city. Mr. Chitranjan Desai wants to expand his business to at least 3 metro cities, in next 2 Years.like Nagpur, Mumbai and Ahmedabad.

BCS Solution Summary

Mr. Chitranjan Desai started procurement and delivery of Fresh Farm produces in Pune, in order to promote the farm to table concept as the fresh produce has higher health benefits. The idea was to procure farm produces directly from farmers and deliver to consumers. There are several problems that Mr. Chitranjan and his team are facing and some of the are: 1. Early Harvesting: Farmers tend to harvest their produce early and ripe them either through chemical process or naturally. That defeats the purpose of fresh and nutritious food. So Mr. Chitranjan has a task to convince farmers to adopt timely harvesting. 2. Partial Harvesting: Another issue Mr. Chitranjan and his team had at their hand is the partial harvesting by farmers depending on the demand. Currently, the farmers tend to harvest their complete produce at one go and save costs and efforts. 3. Organic Farming: Another challenge at hand was to convince farmers to adopt organic farming as it is sustainable, reduces the risks of health issues like cancers which are caused due to excessive use of pesticides, urea and germicide. Also, use of these harms the fertility of the farmland in the long run. 4. Time (Farm to table): The target was to procure the produces and deliver to the customer within 3 hours, but they were not able to manage the time below 6 hours, which was the best-case scenario, and it was not always easy to maintain. 5. Marketing: Another challenge for the team was the marketing challenge. Many consumers found it very convenient to purchase either from Local Vendors Or from App Based daily need ordering services. Both Local vendors & App based services claimed that they are supplying fresh produces as well. So it was essential to communicate to customers how fresh the produce that is delivered to them by ‘Fresh Grower’ is better and superior than their competitors and show the differentiation in their service compared to others. 6. Expansion: They had to strategically expand to at least 3 other cities in 2 years along with growing financially.

Solution

	House	Expenditure	income
Q1	50	18,18,000	9,00,000
Q2	120	29,09,400	21,84,000
Q3	160	35,55,000	29,44,000
Q4	200	41,81,000	36,80,000
Q1	400	71,73,000	72,00,000
Q2	500	87,88,000	91,00,000
Q3	450	80,91,000	82,80,000
Q4	400	73,09,000	73,60,000
	Total	43,82,4400	41,64,8000

 

Conclusion

Local vendors and app based purchase were very convenient for consumers. They both claimed to be supplying fresh vegetables.

Attached File Details