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Acharya N G Ranga Agricultural University, Guntur
The Andhra Pradesh Agricultural University (APAU) was established on 12th June 1964 at Hyderabad.
The University was formally inaugurated on 20th March 1965 by Late Shri. Lal Bahadur Shastri, the then Hon`ble Prime Minister of India. Another significant milestone was the inauguration of the building programme of the university by Late Smt. Indira Gandhi,the then Hon`ble Prime Minister of India on 23rd June 1966.
The University was renamed as Acharya N. G. Ranga Agricultural University on 7th November 1996 in honour and memory of an outstanding parliamentarian Acharya Nayukulu Gogineni Ranga, who rendered remarkable selfless service for the cause of farmers and is regarded as an outstanding educationist, kisan leader and freedom fighter.
HISTORICAL MILESTONE
Acharya N. G. Ranga Agricultural University (ANGRAU) was established under the name of Andhra Pradesh Agricultural University (APAU) on the 12th of June 1964 through the APAU Act 1963. Later, it was renamed as Acharya N. G. Ranga Agricultural University on the 7th of November, 1996 in honour and memory of the noted Parliamentarian and Kisan Leader, Acharya N. G. Ranga. At the verge of completion of Golden Jubilee Year of the ANGRAU, it has given birth to a new State Agricultural University namely Prof. Jayashankar Telangana State Agricultural University with the bifurcation of the state of Andhra Pradesh as per the Andhra Pradesh Reorganization Act 2014. The ANGRAU at LAM, Guntur is serving the students and the farmers of 13 districts of new State of Andhra Pradesh with renewed interest and dedication.
Genesis of ANGRAU in service of the farmers
1926: The Royal Commission emphasized the need for a strong research base for agricultural development in the country...
1949: The Radhakrishnan Commission (1949) on University Education led to the establishment of Rural Universities for the overall development of agriculture and rural life in the country...
1955: First Joint Indo-American Team studied the status and future needs of agricultural education in the country...
1960: Second Joint Indo-American Team (1960) headed by Dr. M. S. Randhawa, the then Vice-President of Indian Council of Agricultural Research recommended specifically the establishment of Farm Universities and spelt out the basic objectives of these Universities as Institutional Autonomy, inclusion of Agriculture, Veterinary / Animal Husbandry and Home Science, Integration of Teaching, Research and Extension...
1963: The Andhra Pradesh Agricultural University (APAU) Act enacted...
June 12th 1964: Andhra Pradesh Agricultural University (APAU) was established at Hyderabad with Shri. O. Pulla Reddi, I.C.S. (Retired) was the first founder Vice-Chancellor of the University...
June 1964: Re-affilitation of Colleges of Agriculture and Veterinary Science, Hyderabad (estt. in 1961, affiliated to Osmania University), Agricultural College, Bapatla (estt. in 1945, affiliated to Andhra University), Sri Venkateswara Agricultural College, Tirupati and Andhra Veterinary College, Tirupati (estt. in 1961, affiliated to Sri Venkateswara University)...
20th March 1965: Formal inauguration of APAU by Late Shri. Lal Bahadur Shastri, the then Hon`ble Prime Minister of India...
1964-66: The report of the Second National Education Commission headed by Dr. D.S. Kothari, Chairman of the University Grants Commission stressed the need for establishing at least one Agricultural University in each Indian State...
23, June 1966: Inauguration of the Administrative building of the university by Late Smt. Indira Gandhi, the then Hon`ble Prime Minister of India...
July, 1966: Transfer of 41 Agricultural Research Stations, functioning under the Department of Agriculture...
May, 1967: Transfer of Four Research Stations of the Animal Husbandry Department...
7th November 1996: Renaming of University as Acharya N. G. Ranga Agricultural University in honour and memory of an outstanding parliamentarian Acharya Nayukulu Gogineni Ranga...
15th July 2005: Establishment of Sri Venkateswara Veterinary University (SVVU) bifurcating ANGRAU by Act 18 of 2005...
26th June 2007: Establishment of Andhra Pradesh Horticultural University (APHU) bifurcating ANGRAU by the Act 30 of 2007...
2nd June 2014 As per the Andhra Pradesh Reorganization Act 2014, ANGRAU is now...
serving the students and the farmers of 13 districts of new State of Andhra Pradesh with renewed interest and dedication...
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ThesisItem Open Access ASSESSMENT OF QUALITY CONTROL PROCESS IN PROCUREMENT OF MILK: A CASE OF FPO OWNED DAIRY.(Acharya N.G. Ranga Agricultural University, Guntur, 2022-12-22) SOWMYA, POTHARLANKA; KRISHNA KISHORE, N. T.The present study “Assessment of Quality Control Process in Procurement of Milk: A Case of FPO Owned Dairy” has been taken up with the objectives viz., to assess the quality control practices followed at farmers level, at milk pooling points and at bulk milk chilling centres during milk procurement. Shreeja Mahila Milk Producer Company Limited dairy in Chittoor district of Andhra Pradesh state was selected purposively as it is the only Farmer Producer Organization (FPO) owned milk producer company in South India. The present study was under taken in Chittoor district of Andhra Pradesh in view of presence of highest milk procuring bulk milk chilling center units in the district. From the selected bulk milk chilling centre (BMC) fifteen milk pooling points (MPP) were selected based on the highest quantity of milk received from farmers. From the registered milk pourers of each MPP eight dairy farmers have been chosen randomly and made the total sample size to 120. Primary data was collected from sample farmers using a welldefined schedule through personal interview. The data collected was analyzed to attain the stated objectives by using frequencies and percentages, likert’s scale and construction indices. The study on farmers revealed that majority of the sample farmers were belonged to age between 30-40 years and most of the sample farmers were educated up to 10th standard. Majority of sample farmer’s primary occupation was dairying and secondary occupation was agricultural labor. The operational landholding data revealed that majority of farmers were marginal farmers. The net income level showed that most of farmers were earning between Rs.50,000 to Rs.75,000 per year. Herd size data showed that greater percentage of farmers were maintaining medium herd. Further dairying experience data revealed that majority of farmers had dairying experience between 11 years to 20 years. xiii Awareness of sample farmers on practicing of quality control practices during milking was high only among 37.5 per cent of sample farmers while around 62.5 per cent of their awareness levels lies between low to moderate. Awareness levels of sample farmers on practicing of quality control practices during milk storing was low in 51 per cent while around 49 per cent lies between high to moderate. Awareness of sample farmers on practicing of quality control practices during milk pouring at MPP was high in 43 per cent while around 57 per cent lies between moderate to low. Perception on important factors effecting spoilage of milk during milk collection was moderate sensitivity in 43 per cent while around 57 per cent lies between high to low. Awareness on role of quality and quantity in relation to profit was high in 52 per cent while around 48 per cent lies between moderate to low. Farmer’s opinion towards quality control practices by FPO during milk collection was moderate in 50 per cent while around 50 per cent lies between high to low. Among 15 MPPS, 47 per cent of MPPs sometimes cleaned and dried equipment and cans well before milk collection, 33 per cent of MPPs often sampled milk from every farmer, 40 per cent of MPPs often tested each collected milk sample, 47 per cent of MPPs often transported milk within one hour of collection to BMC, while 53 per cent of MPPs rarely cleaned equipment immediately after milk collection and 70 per cent of MPPs never arranged insect traps at MPP. The observed FPO’s BMC unit followed all NDDB standards except opening and closing timings for milk collection as a result preparation time is reduced hindering the efficiency of milk collection process and in running the BMC unit in auto mode due to this delay in manual cut off the milk is being crystallized. The selected BMC centre follows “Must have practices” and “Must not have” practices. It is recommended to implement “Good to have” practices such as cleaning of milk cans with hot water, checking the time of the can arrival and temperature of the can, organoleptic testing of milk from each milk can received, proper handling of milk can, usage of housefly and insect traps, mobile application with Qr code or Bar code for reporting and tracking, and surveillance cameras to monitor activities which would set new industry standards, achieve high quality milk and lead to control on over all procurement quality control practices. It may also implement “Optional to have” practices like separate space to keep chemicals, live temperature and time tracking, using of IRDF or GPS tags, computerization of the activities which would lead to setting industry bench mark, highest quality milk and lead to highest control on over all procurement quality control practices. The results emphasize the need for training programs, result oriented demonstration, role plays, and posters display to be conducted on regular basis to increase awareness for adopting appropriate quality control practices such as maintain animal health record, usage of separate towel for drying teat, precautions to avoid vector contamination, avoid practicing of mastitis cow milking, sieve usage for filtration, usage of food grade material cans for xiv storing and carrying. The outcomes on awareness on role of quality and quantity in relation to profit emphasize the need to stress about the fact that good fat percentage with less milk volume would be more profitable than high milk volume with less fat percentage during various meetings and wall painting of quotes in vernacular language to bring awareness the among farmers. The emphasis on increasing awareness on collective responsibility among the FPO member can be achieved through including team building activities, pledges, slogans during various events, trainings, and general body meetings. To create the awareness about quality control practices to be followed at MPP among MPP operators training programs need to be conducted emphasizing all quality control practices. Introduction of check list method would be more effective to sustain the quality control practices. A check list painted on wall for daily use would act as a reminder for the MPP operators.ThesisItem Open Access A STUDY ON WATERMELON FARMERS BUYING BEHAVIOUR TOWARDS SEED IN THE STATE OF ANDHRA PRADESH(2022-12-22) JAFFAR SADIK, SHAIK; KRISHNA KISHORE, N.T.The present study “A study on watermelon farmers buying behavior towards seed in the state of Andhra Pradesh” was aimed to identify the farmers perception, consumers preferences and major constraints faced by watermelon farmers during seed selection. Anantapur district was purposively selected for the study on basis of both highest area and production of watermelon. The top two mandals kalyanadurgam, Raptadu having maximum area under cultivation of watermelon was selected. From the selected mandals, top three villages from each mandal based on production and area were selected of six villages. From the selected villages 20 farmers from each village were randomly chosen for the study a total sample size of 120 farmers. Consumers markets were identified purposively based on where the harvested watermelons are sold. A representative sample of sixty watermelon consumers was selected by using simple random sampling technique. The selected consumer markets were Bangalore and Hyderabad. The primary data was collected from sample farmers using pre-tested schedule through personal interview method. The primary data from sample consumers was collected by developing a well defined and pretested schedule through digital mode by using Google forms and telephonic interviews. The data was analyzed by using frequencies, percentages; Garrett’s ranking technique and Likert’s scale. The study revealed about socio economic profile of farmers, most of farmers were between 25 to 35 years age group members (35%), majority were primarly educated (57%), While coming to family size 60 percent were with above 6 members family size. The gross annual income of farmers between 50,000- 1, 50,000 was 61 per cent. Majority of sample farmers were marginal farmers (60%) having 2.5 acres or below. While considering their experience in watermelon cultivation 66 per cent of sample farmers were having 1-5 years of experience. General characteristics of sample consumers indicated that 40 per cent of consumers were less than 25 years age group, 40 per cent were graduates, majority were professionally occupied (53.33%), 73 per cent of sample consumers having 3-6 members family size, while coming to income levels (43%) were having less than 25,000 earning monthly. xv The study on sample consumer’s preferences for watermelon fruit attributes concluded that (81.67%) preferred buying full fruit. About (42%) of sample consumers frequency of buying watermelon fruit is once in a week with a monthly family consumption was less than 4 watermelons (62%). The major reasons for preferring watermelon by sample consumers was that it adds variety to food, considered as healthy food and was affordable produce. And 46.67 per cent of sample consumers prefer to buy from road side vendors. The analysis of farmer’s attitude and perception towards selection of watermelon seed resulted that the major production attributes perceived were, no of fruits/plant, high pest & disease resistance variety seed. Consumer’s preference, duration of freshness and overall fruit appearance ranked first, second and third in marketing factors. The top marketing attributes of watermelon fruits perceived by farmers were high pulp to rind, fruit sweetness and fruit flavor. watermelon seeds were selected based on rind color that is two green shades as striping opted by (65%) of farmers, 67 per cent of sample farmers preferred dark red color pulp, 69 per cent of sample farmers opted oval shaped watermelon fruit, (53%) of sample farmers preferred medium sized fruit, 51 per cent sample farmers were willing to grow seeded varieties. The major attributes of watermelon perceived by farmers were, (65%) of sample farmers were preferring to grow varieties with high pulp to rind ratio, when comes to fruit flavor 48 per cent willing to grow varieties with strong fruit flavor, 50 per cent of sample farmers selected medium sweetness of watermelon fruit varieties. Attributes such as watermelon rind colour, fruit flavour and willingness towards seeded varieties showed differences in farmers perception and consumers preferences and are highly significant @ 5 % (as p value less than 0.01). With regard to rind colour (p value = 0.00000186), most of the farmers preferred watermelon with two green shapes as stripes (65 per cent), while consumers preferred 52 per cent. With the respect to fruit flavour (0.0000019) attributes most of the farmer’s preferred strong flavour (48%) while consumers preferred medium flavoured (60%) watermelon. In case of preference towards seed varieties farmers (0.000002) cultivated mostly seeded variety (51%) whereas the consumers largely preferred less seeded varieties (42%) of watermelon. Factors influencing the sample farmers buying decision of watermelon seed determined that market preference, peer farmers referrals and best high yielding variety seed ranked in top three places, when comes to dealers loyalty 59 per cent of sample farmers most often buy from same dealer, 62 per cent of sample farmers rarely prefer to buy products from same company, 48 per cent of sample farmers rarely buy same product year after year, major source of information for sample farmers was fellow farmers (49%). The major constraints faced by farmers during the purchase of watermelon seed was non availability of quality seed, Non availability of pest and disease resistant seed varieties. Recommendations It can be inferred from the study that most of the consumers preferred to buy watermelon in full fruit (81.67%) form compared to other forms with a frequency of consumption once in a week (42%). The average monthly family consumption of watermelon fruit was less than 4 (62%). Consumers preferred watermelon as it adds variety to food and perceived it as healthy food. This indicated the importance of fruit attributes and appearance at harvest, as these play a key role during farmers decision xvi process of the watermelon seed selection. Hence seed companies to focus on fruit attributes and appearance while developing and marketing seed. The study revealed that consumer preference was for medium sized, dark red pulp colour, two green shades as striping rind colour, with seeded type of watermelon fruit, with Oval preference of fruit shape. The fruits with these attributes were preferred because consumer perceives them as tasty and sweeter. Consumers were willing to pay 5-10 per cent for watermelon fruit compared to market prices, if they were offered with watermelon fruit with the preferred attributes. Hence, seed varieties with these attributes shall have greater value for farmer due to good price and consumer’s acceptance in the market. No of fruit/plant, high resistance to pest & disease and suitable to soil & climatic conditions were most perceived production attributes, while high pulp to rind, fruit sweetness, fruit flavour was considered major marketing attributes by farmers while watermelon seed selection. Further major marketing factors like consumers preference, duration of freshness and overall fruit appearance that effect farmer’s decision process while seed selection. Hence, Seed companies shall concentrate on above attributes and perception of farmers while developing their marketing strategies to rightly position their products. The factors influencing watermelon farmers buying behaviour are market (consumer) preference, peer group referrals, selection of best high yielding variety seed are ranked as top three influential factors. Hence, these influencing factors shall be considered by seed companies while developing their marketing strategies. The results indicated that there was always farmers loyalty towards dealers, but no loyalty towards company (or) product while purchasing of watermelon seed. Hence the seed companies to recognize the role of dealer’s (Channel partners) in recommending and promoting the seed varieties shall be essential and develop channel promotion strategies accordingly while marketing watermelon seeds. The major information sources for watermelon seed were fellow farmers followed by Horticultural Department / Government Agencies /Universities. Hence, word of mouth plays a key role in watermelon seed selection. Availability of quality seed along with Non-Availability of pest and disease resistant varieties were the major constraints faced by watermelon growing farmers. So, companies and breeders to consider these factors while developing watermelon seed. From the study, an Ideal watermelon seed products attributes can be defined as rind colour with two green shades as stripping to dark black green, with a pulp colour pinkish red colour to dark red, with a pulp to rind ratio high to medium level, with a fruit shape oval to oblong shape, a medium to large sized fruit, with a fruit sweetness ranging from medium to high sweetness, with a fruit flavour is strong to medium, and a with seeded to less seeded varieties. Recommendations for Watermelon growing farmers: Farmers need to understand the consumer preference for medium sized, with rind colour two green shades as stripping, pinkish red to dark red coloured pulp colour, with high pulp to rind ratio, with oval preference of shape. The fruits with these attributes were preferred because consumer perceives them as healthy and sweeter. The consumers are willing to pay 5-10 per cent more premium price for watermelon compared to market prices, if farmers could produce watermelons with these attributes. xvii Hence farmers should be educated about the consumers so that they would consider the consumer preference while seed selection. The most preferred place to purchase watermelon fruit was from road side vendors followed by farmers markets. Majority of sample consumers expressed their willingness to pay fair price between Rs. 15 to 30 per Kg. It shows a clear indication that place is not important while purchasing watermelon fruits; hence there is scope for farmers to sell directly to consumers. Farmers should be educated to look in opportunities like putting roadside stalls in highways, farmers stalls in near urban centres, forming watermelon farmer producer organisations to sell produce directly to consumers etc. to sell at least part of their produce directly to consumer for better price realization and profitability.ThesisItem Open Access ROUTE OPTIMIZATION FOR EFFICIENT MILK PROCUREMENT BY FPO OWNED DAIRY UNIT(Acharya N.G. Ranga Agricultural University, Guntur, 2022-12-22) HUSSAIN JAVEED, SHAIK; KRISHNA KISHORE, N.T.The present study “Route Optimization for Efficient Milk Procurement by FPO Owned Dairy Unit” has been taken up with the objectives viz., to assess the quality control practices followed at farmers level, at milk pooling points and at bulk milk cooling units. Shreeja Mahila Milk Producer Company Limited is the only Farmer Producer Organization (FPO) owned milk Producer Company in South India. The present study was under taken in Chittoor district of Andhra Pradesh purposively in view of presence of highest milk procuring BMC units in the district. In the selected bulk milk cooling (BMC) unit all the thirty milk pooling points (MPP) were selected for optimization of routes. From all the milk pooling point operators of each MPP and all the transport service providers in the three routes have been chosen. Primary data was collected from all the MPP operators and transport service providers using a schedule through personal interview method. The data collected was analyzed by using frequencies and percentages, PERT, Travelling Salesman Problem model, Garrett’s ranking technique and Construction indices. In the present study the identified BMC unit has installed capacity of preserving four thousand kilo litres per day, catering the needs of 554 registered milk pourers belonging to thirty five villages. There were nine, eleven and ten milk pooling points in route-1, route-2 and route-3 respectively that serves 13 villages, 11 villages and 11 villages, covering 30 MPPs. The present identified BMC unit has three vehicle routes covering with three vehicles commuting a distance of 194.6 kilometers per day. The maximum milk procured was 758 liters in route-1, 1296 liters in route-2 and 1157 in route-3 per day that has been the basis for deciding the vehicle capacities for collection of milk cans from milk pooling points. The FPO owned dairy unit has adopted a system of milk collection through village level milk pooling points (MPPs). Each MPP is provided with all the essential utilities for the milk collection and also the testing equipment such as digital milk analyzers. Each MPP has been allotted a time slot of 30 minutes, on an average the 30 minutes time slot time of each MPP has been divided in pre-operative, operative and post-operative activities with 10 minutes each. The time delays in operations at Milk pooling points was ranging from 0 to 10 minutes. The standard deviation of delays in milk pooling point operations was estimated to be 4.49 minutes in route-1, 3.99 minutes in route-2 and 4.64 minutes in route-3. The major reasons for time delay in MPP operations were delay in milking by farmers beyond the regular timings, delay by farmers due to attending other work during MPP slot time, large no. of pourers to accommodate with in the given MPP slot time and all the farmers come at the same time to the MPP to pour milk. The major reasons to hold the collected milk at MPPs were delay due to late supply of milk by few farmers even after slot time ends, delay in preparation of reports, delay in arrival of milk cans collection vehicle and delay in canning the collected milk. Perception of MPP operators on importance given to pre-operative activities reveal that 53 per cent of MPP operators considered opening of MPP at right time as most important, 43 per cent of MPP operators perceived washing of hands and cleaning of cans as most important and 43 per cent of MPP operators have mentioned cleaning the equipment before testing and milk pooling as important. Perception of MPP operators on importance given to operative activities reveal that 50 per cent of MPP operators considered maintenance of timely procurement as most important, 63 per cent perceived sampling of milk from each farmer as most important, 60 per cent have mentioned testing of milk samples of each milk producer during procurement as most important, 70 per cent considered transfer of milk into milk carrying cans as most important and 60 per cent have mentioned acknowledging the recorded values to the milk producers as most important. Perception of MPP operators on importance given to post-operative activities reveal that 60 per cent of MPP operators considered filling the milk carrying cans as most important, 47 per cent perceived proper fixing of the lid as important, 50 per cent have mentioned loading milk carrying cans into vehicles as not important, 37 per cent considered sanitizing the MPP as most important, 60 per cent have mentioned maintenance and correction of recorded data as most important and 57 per cent considered reporting any delays at MPP to BMC unit as most important. Awareness of MPP operators on importance given to pre-operative activities was high only among 36.7 per cent of MPP operators while around 63.3 per cent of MPP operators awareness levels on importance given to preoperative activities lies between low to moderate. Awareness levels of MPP operators on importance given to operative activities was equal among all the 30 MPP operators i.e., 33.3 per cent. Awareness levels of MPP operators on importance given to post-operative activities was high only among 40 per cent of MPPs while around 60 per cent of MPP operators awareness levels on importance given to post-operative activities lies between low to moderate. Time motion studies reveal that the total trip time in route-1 to travel the distance of 48.5 kilometers from BMC unit to cover nine milk pooling points and returning back to BMC unit was 85 minutes and 10 seconds and it was less than the schedule time of 90 minutes. Time motion studies reveal that the total trip time in route-2 to travel the distance of 28.5 kilometers from BMC unit to cover 11 milk pooling points and returning back to BMC unit was 86 minutes and 49 seconds and it was less than the schedule time of 90 minutes. Time motion studies reveal that the total trip time in route-3 to travel the distance of 20.3 kilometers from BMC unit to cover 10 milk pooling points and returning back to BMC unit was 78 minutes 28 seconds and it was less than the schedule time of 90 minutes. The average cost of raw milk transportation per day from milk pooling points to BMC unit was 51 paise per litre per kilometer in route-1, where as in route-2 it was 22 paise per litre per kilometer and in route-3 it was 18 paise per litre per kilometer. The major constraints faced by the transport operators were unwanted waiting times at MPPs and improving price fixed by the company per kilometer in raw milk transport as per raising fuel prices. Awareness of transport service providers cum drivers on timely milk collection and spoilage of milk due to delay reveal that they were aware about timely collection of milk cans from MPPs and optioned as most important activity. They are aware that any delay in transportation of cans to BMC unit would spoil milk. The transport service provider-cum-drivers were not willing to accept any responsibility for quality milk collection as they confine themselves as transporters only not as stakeholders in the value chain. All of the transport service providers thought that they were always willing to maintain schedule times as indicated for the routes. Further they are aware about the importance of handling milk cans properly and Showing utmost care. The transport service providers-cum-drivers are aware and always practicing fuel filling before stating time, willing to repair and service vehicles regularly and never driving the vehicle over speed to achieve schedule time. Optimization of routes through Travelling Salesman Problem reveal that in route-1 the optimized distance is 48.2 kilometers, time travelled to cover all the milk pooling points is 83.5 minutes and the total cost per trip is around 345 rupees. In route-2 optimized distance is 26.7 kilometers, time travelled to cover all the milk pooling points is 76 minutes and the total cost per trip is around 191 rupees. In route-3 optimized distance is 18.4 kilometers, time travelled to cover all the milk pooling points is 71 minutes and the total cost per trip is around 132 rupees. A comparison of the distance, time and cost in the optimized routes with existing routes reveal that there was a significance reduction of total distance, time and cost in raw milk transportation for the identified bulk milk cooling unit with the optimization of routes was observed. Throughout the year an annual cost saving of 20,356 rupees per annum for the identified BMC unit could be achieved. Proposed schedule times of MPP operations and vehicle for optimized routes reveal that the proposed schedules aims to procure milk from MPPs to BMC unit within a schedule time of 90 minutes in all the routes without any delays through optimization of distance, time and cost. RECOMMENDATIONS: · Developing futuristic solutions based on smart mobile application for live temperature and time tracking of cans by using RFID or GPS tags or QR codes integrating with mobile application based reporting system would lead to digitalization of operations at MPP level eliminating avoidable delays leading to bench mark standards in achieving maximum efficiency in milk procurement. Implementation of QR code or Bar code tagging on the milk collection cans would enable to capture vital information about the quality and quantity of milk inside the cans to improve transparency. · The results of awareness levels of MPP operators emphasize the need for training programs, result oriented demonstration, role plays and posters display to be organized on regular basis to increase awareness on importance of operations at MPP level. · To create awareness among milk pourers and MPP operators on importance of timely milk procurement, avoiding delays in MPP operations and holding the collected milk beyond slot times at the MPPs, wall painting of pictorial messages should be painted on the wall of MPPs. The same should be stressed in all training programs and meetings conducted for milk pourers and MPP operators by FPO. · The emphasis on increasing awareness on timely milk collection and spoilage due to delays among the farmers and MPP operators could be achieved through introducing activities like pledge taking, slogans during various events, trainings and general body meetings conducted by FPO. · Introduction of Smart mobile application for GPS based operation punching method for timely following schedules preventing unwanted delays at MPP operators, transport service providers and BMC operator would be more effective to sustain timely milk collection. · A digital rating system may be designed based on various parameters for efficient milk procurement practices for timely milk collection. The MPP operators and transport service providers may be rated on the system and identify the best performing MPP operators and transport service providers on consistence of performance and recognize them through prizes or certificates during general body meetings or company events.ThesisItem Open Access AN ANALYSIS OF FARMERS BUYING BEHAVIOR TOWARDS CHILLI SEED IN GUNTUR DISTRICT OF ANDHRA PRADESH(Acharya N.G. Ranga Agricultural University, Guntur, 2022-12-22) AZMATH HUSSAIN, KANDUKURU; UJWALA RANI, S.The present study entitled “An analysis of farmers buying behavior towards chilli seed in Guntur district of Andhra Pradesh” was undertaken mainly to study about the aspects of farmer buying behavior and brand preference towards chilli seed and the results was analysed with the concept of brand loyalty and switching behavior of farmer. Guntur district was purposively selected for the study and the top two mandals were choosen which has maximum area under cultivation of chilli crop and three villages from each was selected with a sample size of 120 farmers. The selected villages were Gudipudi, Nandigama, Peddamakkena, Anantavarappadu, Vatticherukuru and Lemallepadu. The data related to the present study was collected using a well defined schedule through personal interview method and it pertained to the agricultural year 2019-20. The statistical tools like weighted average score method, percentage analysis, Chi-square test, factor analysis and Garatte’s ranking technique were used. There are eight seed brands which were popularly used by farmers in the study area i.e. 355 Byadgi , BSS – 355 VNR – 577, ROMY 21, GAYATRI – 155, JINI- 2626, US -341 and VIKRANTH. Among these, most of the farmers purchased 355 Byadgi even though its cost is high when compared to other varieties. Through factor analysis it is observed that high yield potential of seed which influence the sample farmers to purchase the brand. Majority of the farmers gather information from dealers about price, availability and quality of seed before taking decision to purchase specific xvi seed and they are also influencing farmers by giving services like discounts, credit on the brand to increase their market share. There is always a positive relationship between brand loyalty and brand preference of a product. Farmers loyalty can be gained when he is provided with good quality seed type. Through Chi square analysis, it was observed that there is a strong association between seed characteristics with farmers brand preference and also revealed that there is no association between age, literacy, income with brand preference. Purchase pattern of various seed brands by sample farmers was collected and data were analysed in four cluster namely loyals, habitual, variety seekers, switchers by using brand loyalty matrix between product involvement and brand support . It was found that, sample farmers repeatedly purchase the same brand with high product involvement, if they were satisfied about price, yield of brand and the farmers shifts to other brands if they have low product involvement with the various reason like trying of new brand and unavailability of credit on brand and lost trust. Some of constraints like unavailability of quality seed, high price of seed were major constraints perceived by farmers. The area under cultivation is not likely to increase significantly, the thrust will have to be on rising productivity per unit of cultivated land. So the government institutions like KVKs, RARS, extension officers should ensure the availability of quality certified seed to farmers at sowing time. Supply of seed on subsidies and attractive MSP will enable small and marginal farmers to purchase seed at affordable price which will help in achieving desirable increase in production and productivity.ThesisItem Open Access A STUDY ON VALUE CHAIN ANALYSIS OF CHICKPEA IN KURNOOL DISTRICT OF ANDHRA PRADESH(Acharya N.G. Ranga Agricultural University, Guntur, 2022-12-22) ANUSHA, THANGEDUDHONA; APARNA, B.India is one of the largest producer, largest consumer and also the largest importer of pulses in the world. In India, chickpea is considered as major pulse crop as it accounts for 35% of area and 44% of total pulse production. The present investigation was aimed for analyzing the value chain of chickpea in Kurnool district of Andhra Pradesh. Kurnool district was purposively selected for the present study as it occupies first position in area and production of chickpea and the top three mandals were chosen which has maximum area under cultivation of chickpea crop and two villages from each mandal were selected. The selected villages were Perusomala, Alvakonda from Sanjamala mandal, Nemakal, Chippagiri from Chippagiri mandal and Burujula, Maddikera north from Maddikera mandal as they were the highest chickpea growing villages in the respective mandals of Kurnool district. The study is based on both primary and secondary data. The primary data needed for the study have been collected from 112 stakeholders selected using probability proportional cum snow ball sampling technique from selected district duly categorized into 60 farmers, 15 commission agents / traders, seven dal millers, 15 wholesalers and 15 retailers. The secondary data pertaining to area, production and productivity of chickpea crop for India, Andhra Pradesh and Kurnool district was obtained from the website www.indiastat.com as well as from the Directorate of Economics & Statistics, Govt. of AP and Joint Directorate of Agriculture, Kurnool. The data was analyzed to attain the stated objectives by using AGR, CAGR, Cost analysis, Value chain mapping technique, Price spread analysis, Acharya’s modified marketing approach and Garette ranking technique. The trend analysis study shows an increasing trend in area, production and productivity of chickpea crop for a period from 1991-92 to 2017-18 in India, Andhra Pradesh and Kurnool district. The CAGR of chickpea production was higher compared to area and productivity under chickpea crop in the study. The reason for higher growth rate in chickpea production was mainly due to the xiv positive growth rate in its area and productivity. The production of chickpea increased more because of improvement in the yield and its interaction with area. In the study, producers were the first value adding actors, farmers could earn on an average of the gross return per hectare Rs. 61200 by cultivating chickpea. Farmers sold their produce immediately after harvest in farm gate itself at a very low price without adding any value to their produce. Awareness among farmers for value addition was not so much pronounced in selected district. The value chain mapping in the study area prompts existence of two major products prepared out of chickpea viz., split dal and fried gram. There were four value marketing chains of chickpea prevailing in the selected area. The value chain IV was followed by a greater number of farmers (33) compared to the other chains I (19), II (2) and III (6). The producer selected the chain IV which is more efficient because the minimum support price offered by the central/state government for chickpea was remunerative than prices prevailing in the market. However further value addition done after govt. procurement could not be tracked. It is, therefore, the producer’s share in consumer’s rupee has not been worked out particularly for this chain. In chain- I the producer sell their produce to village trader, village trader sold the produce to dal miller, then dal miller sold its processed products to wholesaler, wholesaler to retailer and finally retailer handed over them to consumer. So, here the producer’s share in consumer’s rupee was (70.09%) for split dal and (67.14%) for fried gram. In chain- II trader cum commission agent was involved between producer and dal miller and further it was same as in chain –I. In this producer’s share in consumer’s rupee was (66.60%) for split dal and (63.90%) for fried gram. In chain- III the producer sold their produce directly to dal miller without any intermediary and further it was same as in case of chain-I and II. Here, the producer’s share in consumer’s rupee was (72.98%) for split dal and (69.30%) for fried gram. Thus the price spread analysis revealed that total value added costs incurred and margins obtained by different stakeholders were highest in chain-II followed by chain I and III. It was because of the fact that a large number of stakeholders were involved in chain II. The findings of the study also showed that the producer’s share in consumer’s rupee and marketing efficiency index were found to be higher in chain- III in case of both split dal and fried gram as compared to the other chains I and II, where the number of stakeholders involved in that chain were lesser. The chain III had been found to be most efficient and suitable to the farmers in the study area. The major constraints perceived by farmers during the production were high cost of fertilizers & pesticides and high prevalence of pests & diseases etc. And the major constraints perceived by farmers during marketing were low price for the produce at the time of harvest and involvement of large number of intermediaries in the marketing etc. The major constraints faced by commission agents / traders in their business were price fluctuation, lesser price for the produce and presence of unlicensed traders within the market etc. The dal millers are facing the problem of underutilization of processing units, labour shortage and competition from illegal traders in the market etc., as a processor. xv Competition from fellow wholesalers or retailers and price condition in market for procurement were the major constraints faced by wholesalers and retailers in their business. From the present study, certain pros and cons are recognized in the value chain of chickpea. These difficulties need to be curtailed, in order to increase the net income to farmers and stakeholders involved in the value chain of chickpea. Some policies and suggestions need to be advocated in order to ameliorate the efficiency of the value chain of chickpea in the study area.ThesisItem Open Access EXPLORING THE SCOPE OF VILLAGE ASSOCIATE BUSINESS MODEL TO STRENGTHEN FARMER DEVELOPMENT CENTERS (FDCs) IN ANDHRA PRADESH STATE(ACHARYA N G RANGA AGRICULTURAL UNIVERSITY, 2021-10-04) ANIL KUMAR REDDY, K.; Krishna Kishore, .N.TThe present study “Exploring the scope of village associate business model to strengthen the farmer development centers (FDCs) in Andhra Pradesh state” was mainly aimed to know the use of agri-inputs, technology adoption, technical guidance to farmers, dissemination of agricultural information, live demonstrations, etc.. as and are useful for academics, farmers, FDCs, Agri startups and agriculture department. FDC operating in Guntur district is purposively identified for the study based on volume of business and area of coverage. As FDC is catering its services to two mandals namely, Amarthalur and Tsundur mandals these mandals were purposively identified for the study. Five villages were selected from each identified mandal, total number of villages selected for the study were ten. Randomly twenty farmers were selected. Thus the total sample of the study was 200.Detailed information was collected from the sample farmers pertaining to the year 2017-18.Percentage analysis, cross tabulation, chi square and simple ranking were employed to analyse the objectives. Products and services offered by the Farmer Development Centers are seeds, plant nutrients, plant protection chemicals, farm tools and machinery, post harvest solutions, livestock feed solutions, financial services and personal safety solutions. The activities which were performed at FDC Amarthalur were promotional activities, sales activities, information dissemination through demonstrations and distributing pamphlets about the chemicals. At selected FDC seed business sales accounted for about 10.78 per cent in the total business turn over, both plant nutrient and plant protection business accounted for about 7.37 per cent and 58.67 per cent in the total business, farm tools and machinery, post harvest solutions and livestock feed solutions businesses accounted for 2.30 percent, 3.71 per cent and 17.16 per cent respectively. Socio economic characteristics of sample farmers revealed that 54.5 per cent sample farmers were having education qualification up to secondary level, 55per cent of sample framers were above 45 years of age, family size of 57.5 per cent of sample farmers were of 4- 6 members, and 54 per cent were having 20-30 years of farming experience. Cross tabulation between operational land holding pattern Vs source of seed purchase and cross tabulation between farming experience Vs seed recommendations of sample farmers inferred that with increase in farming experience, the farmers dependency on others for seed recommendations had gradually been decreasing. Around 90 per cent of sample farmers expressed high and medium levels of satisfaction for seed quality and seed germination percentage, 97 per cent of sample farmers expressed high and medium levels of satisfaction for unique selling proposition and seed availability. Sample farmers major information needs for fertilizers were different compositions of fertilizers followed by dosage of application and timings of application of fertilizers. A significant difference existed between satisfaction level of sample farmers for fertilizers, with respect to age groups and farming experience. Sample farmers major information needs for pesticides were technical knowledge. Sample farmers were not much satisfied with pesticide related aspects like quality of information obtained from agricultural department and the existence of spurious products, and mere satisfied with the availability of pesticides in the market and quality of information obtained from input dealers. The majority of sample farmers expressed the high quality of agricultural information received from input dealers, research station, mobiles, field days, television, farmer meeting and quality of information obtained from agricultural extension officers and fellow farmers was insufficient. Significant difference between farming experience and information needs of the sample farmers with respect to input availability, weather related and farm machinery services existed. The parameters required by sample farmers for preferring existing sources for purchase of agri inputs were long lasting relationship with input dealers followed by accessibility to input sources and purchase of inputs on credit basis. Around 35 per cent of sample respondents were ordering inputs through mobiles. Sample farmers had not expressed much brand loyalty to agri inputs as they were much influenced by promotions and discounts offered by agri-input companies and dealers in the open market.ThesisItem Open Access FARMERS BUYING BEHAVIOUR OF TOMATO SEED IN CHITTOOR DISTRICT OF ANDHRA PRADESH(ACHARYA N G RANGA AGRICULTURAL UNIVERSITY, 2021-10-04) BALA KRISHNA, M.; UJWALA RANI, S.The present study entitled “Farmers Buying Behaviour towards Tomato seed in Chittoor district of Andhra Pradesh” was intended to examine the farmer buying behaviour and factor influencing buying behaviour of farmers towards tomato seed and also to study about the different tomato seed brands available in the study area and reasons for farmers loyalty towards brands and also their brand switching behaviour. Chittoor district was purposively selected for present study, as it is leading district in production of Tomato. The top two mandals with maximum area under cultivation of tomato and three villages from each mandal based on criterion of highest area under tomato cultivation was purposively selected with a sample size of 120 farmers. The selected villages are Thavalm, Reddivaripalle, Nimmanapalle, Devarapalle, Peddapalem and Sompalle. The information related to the present study was collected using a well defined schedule through personal interview method. Detail information was collected and it pertained to the agricultural year 2019-2020. Weighted score method, percentage analysis, Chi-square test, factor analysis and Garrett ranking technique were employed to analyse the set objectives. There are eight seed brands of tomato crop, which are generally used by farmers in Chittoor district i.e., SAAHO, PHS Sweakar (448), Namdari NS2535, INDAMRUCHI, US-440, JKTH-100, SRI VIJAYA and ANSAL. Among all brands, majority of farmers prefers SAHOO variety even though its cost is high when compared to other brands. Through factor analysis, it xv was found that farmer prefer the specific seed brands when it have high yield potential and resistance to pest and disease attack. Before buying specific seed brand regarding its price, yield availability from various information sources like retail shops, dealers, progressive farmers and through study it revealed that majority of the farmers are influenced by dealers of company and they are also attracting the farmers by giving services like discounts, credit on the brand for increase their market share. Once after using of specific brands, farmers evaluate their satisfaction. If they are satisfied, they go for repeat purchase or in case dissatisfied they prefer to purchase another product. This repeat purchase develops loyalty towards the brand. There is always a proportional relationship between farmers loyalty and brand preference of a product. Farmers loyalty can be gained when he is provided with good reliable hybrid variety brand which further increase their rupee returns. Through Chi square analysis, it was observed that there is a strong association between seed characteristics and brand preference and also revealed that there is no association between age, literacy, income with brand preference. Majority of the farmers facing constraints like high price of seed because of their low purchasing capacity. While purchasing the seeds extension personnel should ensure the availability of farm credits to the small and marginal farmers and find out how the credits would be made available to them easily and readily for purchasing the required improved technology, farm inputs and also should organise trainings on management of pest and disease.ThesisItem Open Access VALUE CHAIN FINANCING OF COTTON THROUGH WAREHOUSE RECEIPTS IN GUNTUR DISTRICT OF ANDHRA PRADESH STATE.(ACHARYA N G RANGA AGRICULTURAL UNIVERSITY, 2021-10-04) BHARATHA SIMHA NAIDU, B.; Krishna Kishore, N.T.The present study “Value chain financing of cotton through warehouse receipts in Guntur district of Andhra Pradesh state” was mainly aimed to examine usage pattern, customer preferences and factors influencing customer preferences towards warehouse receipt finance. For the present study, Guntur district was purposively selected, as the district is having relatively more number of warehouses along with marketing facilities. The warehouses in the study area was listed out and randomly five warehouses were selected. The list of stakeholders viz., traders, ginners and spinners from each selected warehouse was obtained and based on probability proportion the sample size was drawn. Thus the total sample respondents from five warehouses was 60. To obtain sample farmers, four major cotton growing mandals of Guntur district were selected and one village was selected randomly. From each village, 15 cotton growing farmers were selected randomly. Thus the total sample farmers size of the study was 60. Total 120 sample respondents were taken for study. The sample respondents included farmers, traders, spinners and ginners. Detailed information was collected from the sample farmers and stakeholders and data collected pertained to the year 2018 - 2019. The data was analysed by using simple percentage analysis, descriptive statistics and garret’s ranking technique. General characteristics of sample farmers and sample traders, ginners and spinners revealed that, majority of the sample respondents were farmers (50 per cent). Majority of sample farmers, traders, ginners and spinners were under the age group of more than 45 years and the education status of sample farmers, traders, ginners and spinners belonged to intermediate and above. 78.30 per cent of sample cotton farmers, 66.70 per cent of sample cotton ginners, 57.10 per cent of sample cotton spinners and 35.00 per cent of sample cotton traders had more than 15 years of experience. Around 45 per cent of sample farmers were small farmers. The family size of 61.70 per cent of sample farmers was 4 – 5 members. The study revealed that major procurement source for traders and ginners were farmers followed by major procurement source for spinners was cotton traders. Storage pattern of sample traders were 70 per cent of them stored cent per cent of procured quantity followed by 75.80 per cent of ginners stored less than 50 per cent of the total quantity procured, 42.90 per cent of spinners stored 50 to 75 per cent of quantity procured. Majority of the sample respondents preferred to store the produce in private warehouses. The study revealed that majority of the sample traders, ginners and spinners preferred to store the produce in warehouse every year during purchase season. Among the services provided by the warehouses, sample traders and spinners were much satisfied with respect to maintenance and storage charges. Sample ginners were mostly satisfied with the parameters like insurance costs and maintenance of produce. 80.00 per cent of the traders, 57.60 per cent of ginners and 42.85 per cent of spinners in sample were satisfied with the services provided by the WHR finance providers. The study revealed that 100 per cent of the respondents were aware of WHR finance, among them 100 per cent of sample traders used this facility followed by sample ginners (93.90 per cent) and sample spinners (71.40 per cent). None of the farmers had used WHR finance. About 35 per cent of the sample traders preferred to take the warehouse receipt finance from the Yes bank and 24.20 per cent of the sample ginners and 42.90 per cent of the sample spinners preferred to take the warehouse receipts finance from NCML (National Collateral Management Services Limited) finance. High loan to the value, tenure of loan and rate of interest were the major factors influenced in selection of particular financial institutions to avail WHR finance. The study revealed that among traders, ginners and spinners anticipation of better prices in future, preventing of distress sale, making necessary payments, availability and easy liquidity of warehouse receipts were the major reasons considered in availing WHR finance. Among sample farmers immediate need of money, high cost in conversion of raw cotton into bales, fear of future price fall, low yielding and fear of weight loss were the major reasons considered for not storing and availing WHR finance. Around 34.46 per cent (1,75,221 bales) of quantity produce stored in warehouses from the total annual procured quantity and 254.12 crores (70.69 per cent) of amount was availed as WHR finance from different financial institutions by different stake holders. Majority of the sample respondents satisfied with the WHR finance service providers. Recommendations and policy implications were given to improve WHR finance product including specializing WHR finance schemes with higher loan to value, percentage concession on interest rate and higher tenure of loan. Integration of ginners, warehouse godowns and financial institutions is necessary to prevent distress sale and to increase producers share in cotton value chain. Encouraging farmer level WHR finance to prevent distress sale. Implementation of E-WRS (Electronic Warehouse Receipts) in all the warehousesThesisItem Open Access FORMULATION OF B2B MARKET ENTRY STRATEGIES FOR TOMATO BASED PRODUCTS PROCESSED AT FARMERS OWNED PROCESSING UNIT(ACHARYA N G RANGA AGRICULTURAL UNIVERSITY, 2021-10-04) OWK MURALI KRUSHNA; KRISHNA KISHORE, N.T.The present study “Formulation of B2B market entry strategies for tomato based products processed at farmers owned processing unit” was mainly aimed to identify business opportunities, competition analysis and formulate B2B entry strategies for identified tomato based products in B2B segment. For the present study, purposive sampling technique was adopted. From the data obtained, one major HoReCa group was contacted personally for obtaining the necessary information from chefs. Snowball technique was used to collect sample chefs. Chefs working in HoReCa segment, institutional buyer segment and white labeling segment were interviewed by pretested online schedule using Google forms, telephonic and personal interview. Total sample size of the study was 40 (25, 10 and 5 respectively). Percentage analysis, cross tabulation, Segment- Product Opportunity Index, Garette ranking method and simple ranking method were used to analyze the data. About 52 percent of the sample chefs worked as executive chef. 32 per cent of the chefs were under the category of family dining restaurant. Cent per cent used tomato paste and tomato sauce. Tomato ketchup and tomato puree used 92 and 88 per cent respectively in HoReCa segment. The products like whole peeled tomato, specialty sauce, tomato paste and tomato puree used only for culinary purpose and tomato sauce and tomato ketchup used in both purposes i.e. culinary purpose and table purpose. Whole peeled tomato purchased from outside, the products like tomato paste and tomato juice totally prepared in-house only. Whereas tomato ketchup and tomato sauce used from both sources. In HoReCa segment the potential products were tomato sauce, tomato ketchup and tomato paste. The product tomato puree had near potential opportunity. In institutional buyer segment tomato sauce and tomato ketchup had potential opportunities. Tomato paste and tomato puree had latent opportunities. In white labeling segment tomato sauce, tomato ketchup and tomato paste had potential opportunities. For tomato paste majority of the respondent chefs used more than 75 kg per month (68 per cent), whereas for tomato ketchup the total usage was 5075 kg per month (60.9 per cent). For tomato sauce the respondent chefs used around 75 kg per month in HoReCa segment. Majority of sample respondents procured tomato ketchup and tomato sauce. For tomato ketchup and tomato sauce majority of the sample respondents procured 25-50 kg per month in institutional buyer segment. Majority of sample respondents procured 25-50 kg of tomato paste and tomato sauce per month in both products. In case of tomato ketchup most of the sample respondents procured around 50 kg per month in white labeling segment. Del monte, Dabur and Kissan brands used majorly for the products like tomato ketchup, tomato puree and tomato sauce respectively in HoReCa segment. The majority of institutional buyer segment preferred Tops brand for the products like tomato ketchup and tomato sauce. Most of the sample respondents preferred Aditi brand for tomato based products like tomato paste, tomato ketchup and tomato sauce. The major reasons for purchasing of tomato based products from market were time saving and ease of availability in HoReCa segment. Better quality than the existing manufacturer was considered as the most important attribute for shifting to other brand in all segments. Consistency in quality was the most important factor considered by the sample respondents for selecting supplier in institutional and white labeling segments. In HoReCa segment the respondent chefs chosen for tomato ketchup 10-15 gms sachets followed by 500-1000 gms packet size, for tomato puree the preferred packet size 200-500 gms and 500-1000 gms packet size preferred for tomato sauce. In institutional buyer segment for tomato sauce 500-1000 gms packet size was preferred, whereas 200-500 gms was preferred for tomato ketchup. In white labeling segment the major respondents for tomato paste 500-1000 gms packet was preferred, for the products like tomato ketchup and tomato sauce 200-500 gms packet size was preferred. In HoReCa segment the packing materials used for tomato ketchup was bottles and sachets. Tetra pack used as packing material for tomato puree. Bottle used for tomato sauce. In both, institutional buyer and white labeling segment most of the sample respondents preferred bottles for the products like tomato paste and tomato sauce, for tomato ketchup the preferred packing material used as plastic containers and bottles. It was suggested that by comparing all the segments, the products like tomato ketchup and tomato sauce were the best opportunity for processing, as these products being procured by all three segments. To focus only one segment, the best choice for processing of tomato based products was HoReCa segment as it seems to be promising segment because of change in consumer life style, income spending patterns and rapid urbanization.