Shri K. Chandrasekhar Rao, Hon'ble Chief Minister
   
      
Shri T. Harish Rao, Hon'ble Minister of Irrigation, Marketing & Legislative affairs

CONCEPT MANA KURAGAYALU

 


In order to promote the development of direct ‘Agricultural Produce, Vegetables and fruit in particular’ marketing in the country, ‘the GOI enacted the Scheme for the Development of Agricultural Marketing Infrastructure, Grading and Standardization of each commodity/item, based on the

likeliness and acceptance by the consumers’, as per their requirement and satisfaction’.

In order to take this guidance forward, Government of Telangana through its Department of Agriculture Marketing has initiated alternate marketing systems.

RYTHU BAZAARS AND MANA KURAGAYALU – THE CONCEPT & INITIAIVE

The first Rythu Bazaar was established in 1999 at Hyderabad where Rythus could bring their vegetables and sell them directly to the consumers. Adequate market space was arranged and provided; no market fee charged by the APMC. Considering the popularity and success, presently there are 27 Rythu Bazaars in Telangana State and of these 9 are in the twin cities of Hyderabad/ Secunderabad, alone.

In order to cater to the increasing demand for fresh fruit and vegetables due to continuous increase in population and spread of the twin cities, an alternate marketing system, Mana Kuragayalu, has been conceived, though nascent, however most accepted and by the consumers in the urban area. This alternate marketing system is an extension of Rythu Bazaar concept and the only difference is that it attempts to link the distant farmers to market their fresh produce through shortening the supply chain by establishing Farmer Interests Groups (FIGs)/Farmer Producer Organizations(FPOs) and Societies in the production clusters by Horticulture Department. The Vegetables supplied in this project are low residual.

For the purpose, a planned approach to organise farmers to collectively market their produce, Collection Centres (CCs) have been and are being organised. These CCs are equipped with necessary infrastructure and equipment to conduct preliminary sorting/grading, for which Tables, Plastic Crates, Electronic Weighing Scale with printer, full set of Computer with printer and Data Card along with necessary manual data record keeping etc. is arranged and provided free of cost. A person to manage the CC is trained in Quality, Weighing, Crate management and record keeping per farmer and per item and crop.


Payments to the farmers’ would be made through Axis Bank on their individual contribution of quantity, per Grade of an item at CC. Individual member farmer of the Society shall be issued/provided an ATM Card and a farmer can access his Bank Account, withdraw the amount deposited by Mana Kuragayalu in his Bank Account. The details of the individual Bank Account shall be provided to Mana Kuragayalu as well as the Axis Bank. This initiative has been taken to bring in financial transparency in transactions.


Presently, there are 21 CCs operating in Ranga Reddy and Medak Districts of the State.


A Distribution Centre (DC) to handle around 27,000 MTs of fresh fruit and vegetables being established at AMC Vegetable Market Yard, Bowenpally and the construction/erection with facilities like Cold Rooms, mechanical Sorting/Grading Lines, Dry Storage, Crate Store and a ‘Cash & Carry Store’ is constructed. Presently, the DC operations are being carried out Distribution center.

To carry out retail and bulk marketing in the twin cities, 20 such outlets are operational, including some institutions such as Police Line, Akshya Pathra, BHEL and Police Academy to name a few. To manage and operate the Retail Out-lets under Mana Kuragayalu, Ex-Service Men have been retained as Concessionaire and training programme for the personal is organised.

To manage the entire process, CCs, Farmer Payments and receipts from the Retail and Bulk Buyers, DC operations, Quality/MIS/IT, Administration, Security and helpers/assistants, it is planned to retain an Agency and ‘outsource’ the manpower required. The process of retaining such an Agency has been initiated.


It may be noted that the basic objective initiating this kind of project is to ensure remunerative prices the Rythus’ for their produce and affordable price to the consumers by ‘shortening the supply chain’, retaining the ‘commercial nature of the business, with no profit no loss’, however.


Mana Kuragayalu shall be directly operating and reporting to the Department of Agriculture Marketing, Government of Telangana


Mana Ooru Mana Kuragayalu was launched as new initiative under Rashtriya Krishi Vikas Yojana VIUC by Hon’ble Chief Minister on 06.08.2014 to introduce Advance Technology in vegetable production around Hyderabad to produce vegetables in off–Season. This programme is joint venture of Horticulture Department, Marketing Department, Horticulture University and CRIDA. This programme is being implemented in three Districts with 10 Clusters i.e. Medak-5, Ranga Reddy-3, Mahaboobnagar-2. The production of the clusters already commenced and established collection centres to market the produce of the above Clusters through the Mana Kurayagalu Project.


In this regard, as a ‘Pilot Project’ Mana Kuragayalu has already taken following actions:

  1. During the last one year, FPOs/Co-operatives of the Vegetable Growers in three Districts viz. RR, Medak and Mehboobnagar have been organised. Efforts are on to expand to other Districts, too.

  2. There are around 7000 farmers who are members of these FPOs/Cooperatives.

  3. For collective marketing, 21 Collection Centres with infrastructure and necessary equipment has already been established.

  4. Equipment at each Collection Centre costs an investment of around Rs. 3.00 lakhs, and so far the Government of Telangana with its own and financial assistance from various Schemes of the Government of India has already developed infrastructure by financing over Rs, 60. Lakhs.

  5. A Central Distribution Facility to aggregate the arrivals from the Collection Centres to handle around 30,000 MT per annum at the capital investment of around Rs. 2.00 crores is nearly ready for handling these vegetables, directly from the farmers.

  6. On the Marketing front, Retail Points as well as Bulk sale institutions have been established. Efforts are on to have 50 static Retail Static and 50 Mobile units to cater to the requirements of the consumers in the twin cities of Hyderabad/Secunderabad.

  7. The logistics costs, lifting vegetables from the Collection centres, their administrative and infrastructure management cost is borne by the Mana Kuragayalu Project, so far.

  8. Aggregating vegetables received at the ‘temporary’ Distribution Centre, staff and other administrative and logistics to market costs’ are being borne by the Mana Kuragayalu Project.

Considering that Mana Kuragayalu Project is a developmental initiative to arrange and provide ‘remunerative prices for the growers of vegetables and also provide fresh vegetables to the urban consumers at affordable price’ is determined to achieve its basic objective and all necessary efforts are being made efficiently and effectively.

The larger and paramount objective is also to contain prices and inflation to which, normally, vegetables contribute, throughout the nation.

It is understood and believed that in the initial three/four years there could be deficits/losses while operating this Project commercially. In this regard, it is proposed and requested that the State Government, considering the nature and objective of the Project annuluses/ make good of the losses, if so occurred, for a period of around 3 years.

The Government of Telangana may like to accede to the proposal to support and encourage the most new initiative, though supported by various Schemes by the Government of India, too.

It is to put on record that within three years this nascent ‘Mana Kuragayalu Project’ would be self sufficient to support itself and continue to develop vegetable farming, supplies and contain prices and help the urban consumers.

It is submitted that ‘Mana Kuragayalu’ be declared as a ‘Pilot Project’ as conceived and being implemented to support and enhance productivity, arrange post harvest infrastructure in the rural areas, develop and operate efficient logistics, provide fresh vegetables to the urban consumers in the twin cities of Hyderabad and Secanderabad in the State.