Summer Training Report on Exotic Vegetable Retailing

Topics: Retailing, Shopping mall, Department store Pages: 28 (8671 words) Published: December 31, 2012

MONSANTO INDIA LIMITED July 6, 2012 Submitted by: Paritosh Anand Indian Institute of Plantation Management, Bangalore Under guidance of : Mr.Sumeet Chunkhare Product Manager, Monsanto India Limited


This is declare that, I Paritosh Anand student of Post Graduate Diploma in ManagementAgribusiness and Plantation Management 2011-13, Indian Institute of Plantation Management, Bangalore has given information to best of my knowledge in the report titled “Study of Exotic Vegetables in Mumbai” and that, no part of this information has been used for any other assignment but for the partial fulfillment of this requirement towards the completion of the said course.

DATE : 6 July,2012 PLACE: Mumbai

(PARITOSH ANAND) Enrolment No.:- 11PGDM031



I am greatly indebted to Monsanto India Ltd. for giving me the opportunity of having a lifetime experience of working with such a highly professional corporate organization. It is my proud privilege to express my deepest gratitude and veneration for my project guide Mr. Sumeet Chunkhare for providing me the opportunity to work on the project, which has been a pleasant experience for me and also his guidance which will be my lifetime experience and especially grateful to Monsanto team for their constant support and encouragement throughout the span of the project. The confidence they instilled in me paved the way for proceeding with the project I would like to further extend my thanks to Dr.John Mano Raj, Programme Dean, (PGDM (ABPM), IIPMB), and the staff of PGDM (ABPM) Cell for this project. This acknowledgement would be incomplete if I don’t mention a special regard to god, my family members, friends, and all those who have motivated me to perform better than the best.


Table of Contents
Chapter 1 Particulars Introduction 1.1 Background of the study 1.2 Objective of the Study 1.3 Methodology 2 3 Review of the Literature Vegetable Retail Scenario 3.1 Size & Share of the market 3.2 Major Players 4 Data interpretation & Analysis 4.1 Exotic Vegetables: Size, share & Growth Potential 4.2 Customer buying behavior 5 Value Chain Analysis 5.1 Vegetable Retail Model 5.2 Value Chain Analysis 5.3 Food Mileage 6 Finding, Conclusion & Recommendation 6.1 Farmers Opinion 6.2 Conclusion 6.3Recommendation Page No. 01 03 04 04 07 09 09 10 11 11 15 18 18 27 28 30 30 30 31


List of Figures & Tables
Sl. No. Particulars Page No.

4.1 4.2 4.3 4.4 5.1 5.2 5.3 5.4 5.5 Total vegetable sales of top 5 stores of Mumbai Sales of Exotic vegetable in Top 5 stores of Mumbai Profit Margin in Exotic Vegetable sales Top 5 Sales Drivers of Exotic Vegetables Supply Chain Process in Traditional Retail Model Supply Chain Process in Hub & Spoke Model Supply Chain in Value Chain Model Value Chain Analysis of Hot pepper as on 30th July WASD Formula 11 12 13 14 20 22 24 27 29

4.1 4.2 4.3 Change in Consumer behavior in last five years Customer Perception on quality for regular vegetables Customer Perception on quality for exotic vegetables 15 16 17


Executive Summary
The vegetable seed industry is arguably the most complex and fragmented segment of the seed industry. It has a long, illustrious history highlighted with many industry first and technical advances. Over time, many parts of the business developed different histories depending on the specie and the particular market segments being addressed. In this study, researcher and his mentor tried to cover all pros and cons of exotic vegetable market with minimizing all biasness. The basic objective of this research is to understand the consumer perspective and buying habits, for exotic vegetables in urban and suburban areas of Mumbai. With the help of Food Mileage concept we will try to understand different aspect of Vegetable Retailing business. All different retail corporates uses...
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