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University of Agricultural Sciences, Bengaluru

University of Agricultural Sciences Bangalore, a premier institution of agricultural education and research in the country, began as a small agricultural research farm in 1899 on 30 acres of land donated by Her Excellency Maharani Kempa Nanjammanni Vani Vilasa Sannidhiyavaru, the Regent of Mysore and appointed Dr. Lehmann, German Scientist to initiate research on soil crop response with a Laboratory in the Directorate of Agriculture. Later under the initiative of the Dewan of Mysore Sir M. Vishweshwaraiah, the Mysore Agriculture Residential School was established in 1913 at Hebbal which offered Licentiate in Agriculture and later offered a diploma programme in agriculture during 1920. The School was upgraded to Agriculture Collegein 1946 which offered four year degree programs in Agriculture. The Government of Mysore headed by Sri. S. Nijalingappa, the then Chief Minister, established the University of Agricultural Sciences on the pattern of Land Grant College system of USA and the University of Agricultural Sciences Act No. 22 was passed in Legislative Assembly in 1963. Dr. Zakir Hussain, the Vice President of India inaugurated the University on 21st August 1964.

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Subject: Agricultural Business Management × Author: ABHIJEET VINAYAK, BHOSALE × Start date: 1978 ×
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    ThesisItemOpen Access
    PERFORMANCE ANALYSIS OF ‘MAHA’ BRAND
    (University of Agricultural Sciences, Bangalore, 2010-07-10) ABHIJEET VINAYAK, BHOSALE; Ramegowda, P. V.
    Maharashtra state is pioneer in the country to promote branding of fruits under the brand name „MAHA‟ in different fruits like MAHAGRAPES, MAHAMANGO, MAHA ANAR, MAHAORANGE and MAHABANANA. The „MAHA‟ brand was created, promoted and patronized by MSAMB by conceiving the idea of logo, boxes, design, etc. provided to the co-operatives. To the study of performance of this brand a project entitled “Performance Analysis of „MAHA‟ brand” was conducted in 2009- 10. Data was collected from MSAMB, MAHAGRAPES and MAHA ANAR head office and their cold storages in Pune and Solapur district. Compound annual growth rate analysis and tabular analysis were used as analytical tools. Results of the study revealed that the formation of „MAHA‟ brand was unique as creation of MAHAGRAPES was the first of its kind to make use of a special provision under section 20 (1) of Maharashtra Cooperative Act which allowed cooperatives to function like a private company in its decision making. MSAMB has developed scientific protocol for the export of grapes, mangoes, banana, orange and pomegranate. Grapes and pomegranates under this brand are exported to European and Gulf countries. The compound annual growth rate of exports under MAHAGRAPES brand and MAHA ANAR brand is 10.28 per cent and 16.56 per cent respectively. The corresponding figures of export earnings are 11.04 per cent and 19.71 per cent respectively. The „MAHA‟ brand has gone through tough times because of consignment rejection due to rigorous quality standards, insufficient production due to diseases, etc. but has still managed to create an identity for its brand in international market. This model can be replicated in all other states in India for their region specific agricultural products thus establishing their brand in international market.