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Case Study 01 - Apple Value Chain

India is expected to produce 2.49 million metric tons of apples this year, making it the world's fifth largest apple producer. However, local apple consumption is surpassing production, so India will have trouble meeting growing domestic demand. The apple industry, centered in Himachal Pradesh, faces issues across the supply chain from production to consumption. Inefficiencies lead to poor prices for farmers and high prices for consumers. This case competition challenges teams to study and analyze the apple value chain in India, with a focus on Himachal Pradesh, assessing production, marketing, supply chain issues and opportunities to improve the sector. The top two teams will receive cash prizes.

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Arun Ab
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164 views

Case Study 01 - Apple Value Chain

India is expected to produce 2.49 million metric tons of apples this year, making it the world's fifth largest apple producer. However, local apple consumption is surpassing production, so India will have trouble meeting growing domestic demand. The apple industry, centered in Himachal Pradesh, faces issues across the supply chain from production to consumption. Inefficiencies lead to poor prices for farmers and high prices for consumers. This case competition challenges teams to study and analyze the apple value chain in India, with a focus on Himachal Pradesh, assessing production, marketing, supply chain issues and opportunities to improve the sector. The top two teams will receive cash prizes.

Uploaded by

Arun Ab
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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VALUE CHAIN ANALYSIS OF APPLE FRUIT

The apple tree was perhaps the earliest tree to be cultivated and its fruits have been improved
through selection over thousands of years. At 2.49 million metric tons, initial estimates have
India set to reach an average apple crop this year. With local consumption surpassing output,
this volume will not be enough to keep up with demand. Despite the nations place as the
worlds fifth largest apple producer, India will have trouble meeting growing local demand for
the fruit. Infrastructure and supply chain issues are expected to provoke continued postharvest losses.
Apple is one of the most widely grown temperate fruit crops grown in Himalayas of Northern
India. Almost all the apples grown in India come from its three mountainous states i.e.
Himachal Pradesh, J&K and Uttarakhand. It is the most important fruit crop or cash crop of
the hill State of Himachal Pradesh and constitutes about 49 per cent of the total area under
fruit crops about 85 per cent of the total fruit production. The apple fruit, having an
economy of around INR 35 billion, is grown mainly in the districts of Shimla, Kinnaur, Kullu,
Mandi, Chamba and some parts of Sirmaur and Lahaul-Spiti. The supply chain of apples is
laden with inefficiencies across the entire value chain leading to poor price realization of
growers on one hand and exorbitant prices paid by consumers on the other.

PROBLEM STATEMENT
To study and present the value chain of Apple in India, primarily focused in the state of
Himachal Pradesh. The study should be comprehensive and it should assess the issues related
to the backward and forward linkages of the apple farmers and traders.
Outline of the expected outcomes: (Please note that the below list is not comprehensive)
1.
2.
3.
4.

Studying the journey of the apples from farm to the fork


The economics of apple production
The supply chain and marketing of apples
Issues and opportunities in the apple sector

CASH PRIZES
The top 2 best teams will receive cash prizes sponsored by ASI:
1st prize: INR 10,000
2nd prize: INR 5,000

GUIDELINES
Rules:
1. All students in their first or second year of post graduate program in management are
eligible.
2. A team should consist of minimum 2 and maximum 4 participants.
3. Participants of a team must be from the same institute.
4. A person cannot be part of more than one team.
5. Participants are expected to stick to the context provided in problem statement.
6. Decisions made by the organizing committee will be final and binding.
Registration:
All teams are required to register in the link provided in the mail.
Deadline for registration is 23:59:59 4th October 2015
Submission guidelines:
1. Submission should be in PowerPoint format.
2. Presentation should contain a maximum of 15 slides (including the title and thank
you slides).
3. Title slide should include team name, team member names, email- id, contact
number of each member and title of case study
4. Last date of submission is 7th October 2014 by 23:59:59. Mail your submissions
at [email protected].
5. Presentation should adhere to the naming convention given below
i. Name of the Presentation: [teamname_institute.ppt] or
[teamname_institute.pptx]
ii. Subject line of the mail: [TeamName]_LAKSHYA_Submission
6. The qualifying teams for the finalists will be declared within 2 days after
submissions
7. Outstation finalist teams final presentation will take place through video
conferencing if the team is unable to reach the IIM Lucknow campus on the day of
final presentation

To keep track of the latest updates on LAKSHYA, like our page:


https://www.facebook.com/IGFAB
For more information regarding the project please contact:
Arun Bharti - +91 9956402063
Ankita Raj- +91 9451893953

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