4.1 Market Opportunity / बाज़ार की संभावनाएं
4.1.1 Market Overview (सारांश)
India ranks among the top 3 guava producers globally, yet 20–25 % goes unsold or wasted. Rajasthan’s Sawai Madhopur belt is known for its Desi Safed Amrud — aromatic but fragile.
The pulp market, however, runs strong: Jaipur, Ajmer, and Delhi’s food processors buy pulp year-round for juices, ice-creams, and mixed fruit bases.
4.1.2 Growth Rate
Pulp and dried fruit segment is growing 8–10 % annually; hotels and online retailers (BigBasket, Zepto, Blinkit) increasingly prefer farm-traceable local supply.
4.1.3 Gap Analysis
Middlemen dominate fresh fruit trade; no direct channel for small FPOs.
Buyers seek consistent quality, while farmers seek assured price — both can be met through the FPO’s micro-processing linkages.
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4.2 Problem Deep Dive / समस्या की गहराई
Historically, farmers sold guava in mandi at perishable urgency. Once overripe, it fetched only ₹4–6/kg. No local buyer for pulp-quality fruit.
Today’s consumption shift (ready-to-drink beverages, ice-creams, jams) opens a new door. The pulp plant bridges this gap between “kachha daam” and “pukka value.”
Example: When local factory “FruitMix Pvt Ltd, Jaipur” needed 10 MT guava pulp monthly, they earlier imported from Maharashtra. Now Amrud Valley FPO offers same quality at 15 % lower landed cost — plus regional branding advantage.
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4.3 Market Segmentation / बाज़ार विभाजन
| Segment Type | Customer Examples | Key Buying Motive |
| Institutional | Juice makers, hotels, caterers | Consistent pulp quality, hygiene |
| Retail Pack Buyers | Local kirana, online small packs | “Desi Taste” & traceability |
| Export Intermediaries | Agro exporters in Jaipur | Shelf-stable pulp with certificate |
Each season, FPO adapts its focus: pulp in winter, dried methi in summer, tomato flakes during lean months.
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4.4 Market Size / बाज़ार का आकार
• Local (Jaipur–Ajmer–Kota): ~15 000 MT annual guava pulp demand.
• FPO’s reachable share (within 2 years): 200–300 MT — less than 2 %, yet enough for sustainability.
• Value range: ₹35–45/kg ex-FPO gate, depending on season.
Even 5 % participation in this market can triple members’ realized income.
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4.5 Customer Profile Characterization / ग्राहक की पहचान
| Buyer Type | Purchase Frequency | Payment Behavior | Pain Point |
| Local processors | Monthly | 10–15 days credit | Irregular supply |
| Ice-cream / juice makers | Quarterly | 30 % advance | Hygiene concern |
| Retail pack buyers | Weekly | COD | Brand recall & packaging |
Customer psyche: they trust gaav ka maal if packaging, delivery, and price discipline are visible.
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4.6 Consumption Dynamics / उपभोग की गतिशीलता
• Past: Guava eaten fresh or wasted; methi only seasonal.
• Present: Demand for processed, shelf-stable ingredients rising fast.
• Future: “Ready-to-blend pulp” and “farm-trace dried herbs” to dominate urban kitchens.
• Place Shift: Rural produce feeding metro supply chains.
• Quantity Shift: Hotels now buy pulp in 25 kg bags — small but regular orders.
Bottom line: Small farmers finally enter big kitchens without leaving the village.
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4.7 Reaching Out / ग्राहकों तक पहुँचना
4.7.1 Where Customers Are
• Processors and wholesalers in Sanganer, Sitapura, and Malviya Nagar Industrial Area, Jaipur.
• Retail partners: 5 kiranas in Sawai Madhopur city, 2 in Dausa.
4.7.2 Customer Lifestyles & Behaviour
Urban buyers want “clean label” products — no chemicals, no middleman. FPO branding fits perfectly: “From Farmer to Filler.”
4.7.3 Their Fears & Aspirations
• Fear: inconsistent supply, poor hygiene, lack of packaging.
• Aspiration: genuine rural story behind the brand — photos, QR code, farmer name.
4.7.4 Media Consumption & Message Virality
Local buyers reachable through WhatsApp Business, mandis’ WhatsApp groups, and Krishi Mela stalls.
Monthly “Amrud ka Mausam Ab Har Mahina” campaign on Instagram (handled by youth member Neha Sharma).
4.7.5 Customer Feedback & Co-Creation Channels
• Buyers share test reports via Google Form linked to QR label.
• Feedback compiled monthly — used to adjust pulp sweetness, thickness, and packaging sizes.
• Rewards: “Best Feedback Buyer” gets discount or farm visit invite.
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💬 Closing Reflection (अंत की बात)
Bazar mein jeetna “lowest price” se nahi, “highest trust” se hota hai.
Amrud Valley FPO has learnt this early — the buyer is not a stranger; he’s a long-distance neighbour.
And when every litre of pulp carries both quality and kahani, the brand speaks before the salesman does.
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Shall we move next to Part 5 – Operations Plan / संचालन योजना, where we detail how the mobile unit moves, how batches are scheduled, and how logistics and manpower planning work season-wise?
