Vibrant business models for major fruit crops in north coastal Andhra Pradesh

Study was initiated during 2014–15 in north coastal Andhra Pradesh with the objective to identify the vibrant business models for fruit crops to examine the feasibility of adoption of these models and to suggest suitable measures for adoption of these models for beneficial processing and marketing. Business models for the major fruit crops Viz., Mango, Banana, Cashew nut, Guava and papaya were browsed through internet across the states of India and also in various other countries. The background, objectives, modus operandi and impact were studied for these models. The feasibility of implementing these models in fruit crops of North Coastal Andhra Pradesh was examined. The institutional arrangements, modifications, Government interventions and anticipated benefits to fruit farmers in particular and north coastal Andhra Pradesh in general were analyzed. The results suggested the feasibility of mango fruit processing for fresh juice, banana chips manufacturing for small farm households, mango pulp and concentrate preparation, fresh fruit supply chain for banana at large scale and cashew processing for medium and large size growers. Backward integration for cost saving, forward integration for benefi cial marketing and acquiring higher margins were the issues that emerged out. Nevertheless, land pooling and cooperative farming should be the foundation for all the improvements suggested above.