1. Marketing Channel For Grapes
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2. Grape Export from India
Marketing channel for grapes
Introduction
Grape Export from India
Of the total grapes produced in the country around 1.2% is processed into wine.
The grape export from India started in the year 1991 with the initiation of economic liberalization.
Total export is about 20,646 tonne, which amounts to only 2% of total production. 
The importers of Indian grapes are UK, Netherlands, Germany, USA, UAE, Saudi Arabia, Quatar, Oman, Bahrain, Sri Lanka, Bangladesh, Mauritius, Singapore and Hongkong.
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3. Share of Varieties Grown In India
Marketing channel for grapes
Share of Varieties Grown In India
Variety
Per cent
Thomsan seedless and its mutants (white seedless)
55-57 %
Bangalore blue (black seeded)
17-18 %
Anabe e shahi (white seeded)
13-14
Perletle (white seedless) 6%
Gulabi sysmuscat (purple seeded) 3%
Bhokri (white seeded)
1-2%
Sharad seedless (black seedless) 2%
Flame seedless ( red seedless) 1%
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4. Village Marketing Channel Local Sale Marketing Channel
Marketing channel for grapes
Marketing Channel
Village Marketing Channel
CONSUMER
PRODUCER
Local Sale Marketing Channel
RETAILER
CONSUMER
PRODUCER
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5. Contract Marketing Channel I Contract Marketing Channel II
Marketing channel for grapes
Contract Marketing Channel I
PRE HARVEST CONTRACTER
RETAILER
CONSUMER
PRODUCER
Contract Marketing Channel II
COMMISION AGENT/ TRADER
SECONDARY WHOLE SALER
PRODUCER
PRIMARY WHOLE SALER
SECONDARY WHOLE SALER
CONSUMER
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6. Contract Marketing Channel III Distance Marketing Channel
Marketing channel for grapes
Contract Marketing Channel III
PRODUCER
PREHARVEST CONTRACTER
COMMISION AGENT
CONSUMER
RETAILER
Distance Marketing Channel
RETAILER
PRODUCER
COMMISION AGENT
CONSUMER
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7. Export Marketing Channel
Marketing channel for grapes
Export Marketing Channel
GAP CONSULTANT
EXPORTER (GRADING & PACKAGING)
PRODUCER
IMPORTER
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8. Marketing channel for grapes
 Producer
This could be small farmer of less than 0.5 ha., medium farmers of 0.5 ˝U2.5 ha., and large producer of 2.5 ha., to 10 ha.
Consultants Consequential to the stringent quality assurance systems in place for the export markets, consultants in the field of certification of EurepGAP has gained prominence in this export supply chain.
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9. Marketing channel for grapes
Exporters
Exporters usually could be traders/processors and growers. The grape exporters have to be registered with APEDA who keeps a list of the exporters.
The exports are also attracted by the facility of concession on imports to the extent of 20% of the total exports
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10. Marketing channel for grapes
Significant parties outside the Export marketing channel
APEDA
In the context of export supply chains, the singularly responsible body for export regulation is APEDA.
APEDA maintains strict regulatory procedures for export starting from farmer registration to residue monitoring in grapes. MSAMB (Maharashtra State Agricultural Marketing Board)
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11. Marketing channel for grapes
Co-operatives
In order to facilitate grape exports from Maharashtra MahaGrapes was established to organize the grape growers as producer cooperatives and has been greatly successful.
Ten new cooperative societies are being established in Maharashtra for growing grapes and selling in MahaGrapes brand.
The share of cooperative societies in the total grape exports is 30-35%.
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12. All India Grape Growers Federation
Marketing channel for grapes
All India Grape Growers Federation
This is an umbrella organization of state level grape grower organizations and currently 5 state level organizations of Maharshtra, Karnataka, Andhra Pradesh, Tamil Nadu and Madhya Pradesh are members under this federation.
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13. Marketing Channel for processed grape products
Marketing channel for grapes
Marketing Channel for processed grape products
PRODUCER
PRODUCER
CO - OPERATIVES
COLLECTION POINT
FARM AGENT
COMMISSION AGENT
Post harvest processing (Wine, Raisin)
RETAILER
CONSUMER
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14. Marketing channel for grapes
Challenges in Grape Marketing
  Farmers have limited access to guidance on issues such as best agronomic practices post harvest management and which varieties to propagate.
Color specifications requires proper sunlight control techniques and achieving the export stipulate berry and bunch size leads to yield reduction adding to cost escalation.
On an average 80% harvest only becomes viable and the rest would have to go to domestic market Pest control had to effective and efficient conforming to Maximum Residue Limit (MRL).
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15. Marketing channel for grapes
There has to be support from the research entities to minimize the use of external inputs and thereby reducing cultivating costs. Private sector participation could be utilized in extension programmes. Quality is another area of concern, as there exists preferences for various importing countries, Farmers have to be informed on the product quality specifications.
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16. Eurepgap Certification
Marketing channel for grapes
Eurepgap Certification
EUREPGAP certification has become a mandatory since June 2005, adherence to the same is critical in access tot the EU market that is the main target market for India.
There has to be serious efforts in conscientisation and training in documentation and certification process of EurepGAP.
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17. Lack of Adequate farmer finance
Marketing channel for grapes
Lack of Adequate farmer finance
High cost of setting up vineyards- Cultivation of crops such as grapes requires high upfront investments, estimated at INR 0.8 ˝U 1.0 million per acre for establishing of vineyards. The cap on farmer loans for a maximum amount of INR 0.5 million per farmer restricts bank finance. This cap on farmer loans should be made category/ crop specific, taking into account the respective cultivation and investment expenses.
High recurring cost of production for export quality grapes due at additional labor costs in thinning and pruning.
Uncertainties/risk in crop production due to weather is prevalent
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18. Marketing channel for grapes
High cost for obtaining certification for exports. For e.g., the cost of EurepGap certificate is INR / farmer (including the cost of construction of separate storage space for fertilizers and pesticides etc.)
Farmer financing could be more creditworthy in the context of contractual arrangement between farmer and exporter and therefore such linkages should be facilitated through legal and policy framework. Targeting new markets
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19. Marketing channel for grapes
Post Harvest Gap
The quality of table grapes is adversely affected by the lack of cool storage infrastructure, lack of a continuous cool chain from vineyard to consumer and inadequate sulphur dioxide technology.
If these issues are not addressed, the long-term viability of regional grape industries will be at risk.
It is also seen that Sulphur Dioxide (SO2) damage was caused by breaks in the cool chain. Training of growers and packers in the correct use of SO2 releasing pads and cool handling of grapes could minimize the loss in fruit quality
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20. Marketing channel for grapes
Let us Sum up
A grape is a non-climacteric fruit specifically a berry that grows on the perennial and deciduous woody vines.
Of the total grapes produced in the country around 1.2% is processed into wine.
The grape export from India started in the year 1991 with the initiation of economic liberalization.
APEDA, Co-operatives, All India Grape Growers Federation are the agencies involved in grape marketing.
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