6.1 Marketing Plan / विपणन योजना
6.1.1 Go-To-Market Strategy (बाज़ार तक पहुँचने की रणनीति)
The FPO follows a 3-Tier Sales Model:
1. Local Institutional Buyers (Jaipur–Ajmer belt)
o Juice, ice-cream, and bakery units needing bulk pulp.
o Year-round contracts with rate slabs.
2. Retail & Semi-Urban Sales
o Branded small packs of “Amrud Valley Pulp – Desi Swad, Desi Imaan.”
o Sold in kirana shops, dairy outlets, and FPO fairs.
3. Digital B2B Platforms
o Listings on AgriBazaar, Hello Kisan Marketplace, and ONDC–FPO vertical.
o Buyers contact directly via WhatsApp Business link.
Mantra: “Ek truck se bhi kamaai, ek packet se bhi pehchaan.”
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6.1.2 Launch Strategy (शुरुआती योजना)
The brand’s first launch event at Sawai Madhopur Krishi Mela will feature:
• Free tasting stall: “Gaon ka Amrud, Sheher ka Juice!”
• QR code display of farmer contributors.
• Packaging reveal by Collector Sahib or KVK Head.
First 100 customers get a “Farm Visit Pass” — a powerful story-building gesture.
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6.1.3 Scalability Mapping (विस्तार योजना)
• Year 1: Jaipur, Ajmer, Dausa (Regional Market)
• Year 2: Delhi NCR & Export Intermediaries
• Year 3: Franchise-led retail kiosks – “Desi Drinks Corner”
Growth is not in volume of pulp, but in value of perception.
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6.2 Branding / ब्रांड पहचान
6.2.1 Brand Creation & Meaning
Brand Name: Amrud Valley
Symbol: Semi-cut guava with a rising sun behind it.
Colors: Green (earth), Yellow (fruit), Red (hope).
Tagline: “Freshness ki Gawaahi – Amrud Valley ki Khaas Pahaunch.”
6.2.2 Brand Positioning
Positioned as “honest rural origin meets urban hygiene.”
A rural cooperative identity, not a corporate logo race.
6.2.3 Brand Value Creation
• Every pack carries farmer’s cluster name.
• QR code links to short video: “Yeh hai wo khet jahan yeh amrud uga.”
• Local youth handle social media, telling “gaon wali sachchai” stories.
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6.3 Demand Projections / माँग का अनुमान
| Year | Buyers | Volume (MT) | Revenue (₹ lakh) |
| Year 1 | 8–10 local processors | 150 | 50 |
| Year 2 | + online B2B | 250 | 85 |
| Year 3 | Retail small packs | 400 | 140 |
Note: Demand spikes during marriage season (Nov–Feb) and Holi/Summer for juice mixes.
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6.4 Distribution Metamorphosis / वितरण प्रणाली का बदलाव
6.4.1 Past, Present & Future Channels
| Period | Mode | Nature | Observation |
| Earlier | Mandi Auction | Middleman controlled | Price crash, zero transparency |
| Now | Direct B2B | Contract supply | Steady price, predictable flow |
| Next | Hybrid B2B + Retail | Brand visibility | Member pride restored |
6.4.2 Channel Disruptions
Online wholesale platforms reducing middlemen; cold-chain partnerships rising; truck aggregators like Blackbuck offering shared logistics for rural produce.
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6.5 Trade Structures & Distortions / व्यापारिक ढाँचे की हकीकत
6.5.1 Tariffs & Transport Costs
• Transport to Jaipur ~ ₹2/kg average; buyers bear half.
• GST @5 % on pulp; 0 % on fresh produce.
• Trade margins fixed at 10 % to ensure sustainable cash flow.
6.5.2 Import-Export Scope
• Export to Middle East possible through Rajasthan Agro Export Cell (Jaipur).
• But focus remains on domestic reliability before venturing abroad.
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6.6 Growth Levers / विकास के साधन
1. Trust – Farmer traceability and timely supply.
2. Taste – Local desi flavour unmatched by imported pulp.
3. Transparency – QR-based pricing display to buyers.
4. Tech – Mobile processing as efficiency enhancer, not status symbol.
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6.7 Pricing Model / मूल्य निर्धारण
| Product | Cost (₹/kg) | Selling (₹/kg) | Margin (₹/kg) | Remarks |
| Guava Pulp | 26 | 38 | 12 | Includes ₹5/kg member benefit |
| Tomato Pulp | 20 | 30 | 10 | Seasonal surplus channel |
| Methi Flakes | 110 | 150 | 40 | Sold in 250g pouches |
| Chilli Dried | 80 | 120 | 40 | Niche market |
Rule: Profit is shared only on sold stock — not unsold inventory.
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6.8 Sales Channels & Promotions / बिक्री चैनल और प्रचार
• Retail Sampling: Taste kiosks at Jaipur’s “Grower’s Market.”
• Institutional MoUs: Hotels & juice brands like Nandini Foods.
• Online Promotions: Reels of farmers preparing pulp; fun captions like
“Amrud pulp – processed by farmers, not factories.”
• Community Branding: Each member becomes a “Brand Mitra” in their village, wearing an Amrud Valley T-shirt at haats.
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6.9 Scalability Mapping (Repeat Section)
As production grows, small pack branding will split into “Amrud Valley” (FPO Retail) and “Hello Kisan Select” (Premium Co-Brand) — allowing collaborations with other FPOs later.
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💬 Closing Reflection (अंत की बात)
Marketing in rural India isn’t about shouting louder; it’s about speaking truer.
Amrud Valley doesn’t sell pulp — it sells trust wrapped in taste.
As one buyer from Jaipur said after tasting their first sample:
“Yeh toh lagta hai jaise khet se nikal ke glass mein aa gaya.”
And that, Mukesh, is the magic line every FPO dreams of hearing — when gaon ka swad becomes brand ka andaaz.
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Shall we move next to Part 7 – Financial Plan (वित्तीय योजना) — where we’ll crunch the numbers, define cost heads, revenue streams, and farmer return models in the same tone?
