Agri Business and Export Knowledge Centre, UAS, Dharwad

The importance of marketing in agriculture is being realized increasingly for the past few
years. It is being recognized that to achieve success in agri-marketing, the earlier fragmented
approach covering research mostly on production aspects will have to be changed to a holistic
approach, addressing production to consumption systems with a higher priority among others, to post-
harvest processing, quality management, nutrition issues, etc. Such a system will also have backward
linkages with the input-supply system and forward linkages with food-chain aspects, covering
consumption by human beings as well as animals. Such a systems approach, particularly to cater to
small and marginal farmers and contribute to the efficient use of scarce resources, has to harness
synergies among R & D actors through a consortium or collaborative mode.
In this endeavour, University of Agricultural Sciences, Dharwad thought of establishment of
centre which can provide the technical guidance to farmers, act as liaison agent with several
developmental departments and agencies, address the problems related to marketing, agri business
and export of agriculture and horticulture products, overall, the objective is to cater to the needs of
farming community and other stakeholders in linking the farmers with markets.
Genesis of the Centre
Dr.S.A.Patil, Hon‟ble former Vice-Chancellor, University of Agricultural Sciences, Dharwad
and presently the Chairman, Krishi Mission, Government of Karnataka thought of establishing Agri
Business and Export Knowledge Centre to cater to the needs of farming community and other stake
holders involved in agricultural related forward and backward linkage activities. The Government of
Karnataka considering the merit of the proposal was kind enough to extend financial assistance for the
proposed centre to initiate the activities in 2007. The successive Hon‟ble Vice- Chancellors
Dr.J.H.Kulkarni, Dr. H.S. Vijayakumar, and Dr. R.R.Hanchinal have taken the keen interest in
shouldering the responsibility of implementing the plans and programmes in a most befitting manner
for the benefit of all the stake holders.

Objectives of the Centre

1. To provide technical guidens to the farmers for the production of quality agricultural
commodities through research and extension centers.
2. To establish links with the exporters and foreign buyers for the sale of commodities.
3. To organize training programmes, seminars and group meetings for creating awareness on
export of commodities.
4. To bring out publication in local language about production and trade of agricultural
commodities.
5. To encourage E - marketing and trading in agricultural commodities and act as liaison agent
among various institutions.
Activities carried out by the centre
The centre within a short period of time has been able to initiate a large number of diversified
activities keeping in view the objectives set for the centre. Following are some of the important
interventions.
a) Organization of Producer Associations
The centre took a survey of the area under the jurisdiction of the university comprising of
twelve districts of northern Karnataka and the crops grown which have the potential for exports. To
begin with a few location specific commodities were concentrated in view of the fact that the
technical man power has been limited.
i)Sufal Mango Growers Association, Hubli
In northern Karnataka the important districts growing fruit crops are Bijapur (19,007 ha),
Belgaum (9,134 ha), Haveri (6,496 ha), Bagalkot (5,147 ha) and Dharwad (4,927 ha). The important
fruit crops like Grape, Mango and Pomegranate are extensively grown in Bijapur&Bagalkot districts.
Mango is being cultivated in Haveri, Dharwad&Belgum districts on large areas. The cultivation of
these fruit crops in all these districts is gaining lot of importance as evidenced from the area expansion
under these fruit crops. On the other hand these fruits being highly perishable in nature with lower self
life period, the farmers experience greater problems in marketing of these fruits. Presently for all fruit
crops farmers are fallowing pre-harvest contract method for disposing off their produce. Under this
process of marketing, farmers are not realizing better returns to the efforts made. In addition to this,
currently no alternative marketing practices are available to take up the sale of these fruits. In this
regard, a beginning was made by the Agri Business & Export Knowledge Centre, UAS, Dharwad to
sensitize Mango growers in Dharwad district. As a result of this “Sufal Mango Growers Association”
was established and registered on 28/4/2007. With a series of discussions relating to the purpose of the
association critical interventions were designed and executed
With this intervention more than 70% of the Sufal Mango Growers took keen interest to
organize themselves for taking sale of mango fruits directly to the consumers, processors or exporters
during the year 2006-07. These members sold their fresh Mango fruits to the processing unit namely
Exel Fruit, Hubli& Co-operative Mango Processing Unit, Varana, Maharastra. By selling through this
method farmers have eliminated pre-harvest contractor and wholesaler. With this method on an
average farmers realized Rs.30,000 to 32,000 thousand per tonne of mangoes as against Rs.18,000 to
20,000 per tonne of mango from contractors and wholesalers. Hence, direct marketing channel had
helped the mango association members to improve their income level to the extent of additional
benefit of Rs.10,000 to 12,000 per tonne. In the present crop year of 2012 they sold export quality
mangoes for Rs. 1.20 lakh per tone and for processing purpose Rs. 40,000 per tonne.
Following are the other associations promoted by the centre.
1. Sufal Pomegranate Growers Association, Bagalkot.
2. SufalChillies Growers Association, Bilagi
 3. SomeshwarSufalChillies Growers Association, Halyal
4. MarutiSufalChillies Growers Association, Halyal
5. Sufal Rose Flowers Growers Association, Hubli
ii) Direct Selling to Consumers.
Apart from this, the system also helped the farmers to sell directly their mango fruits to the
consumers in the vicinity of Hubli-Dharwad cities in a packed in card board boxes of two dozens at
lower price. The mango boxes of two dozen were sold for Rs.300 to 450 through the Agri Business &
Export Knowledge Centre as well as directly from the farmer‟s residence and farms. This direct
selling of mangoes has been experimented on a pilot basis and has worked successfully. Further, the
packing boxes were manufactured by a near by industrial unit at a reasonable prices resulting into
forward market linkage in mango marketing. Thus it paved the way for income generation on one
hand and employment generation on the other hand.
Sale outlets in Dharwad and Hubli cities were opened besides selling through the Agri
Business & Export Knowledge Centre, University of Agricultural Sciences, Dharwad as a pilot effort
to popularize this method without expecting any margin of profit for the service rendered. This
mechanism helped the consumers by getting them good quality mangoes and they made repeated
purchases which reflected indirectly the satisfaction of consumers. Organically grown mangoes were
also sold through this method, but failed to attract a premium price due to the small size of fruits and
non-awareness of consumers about benefits organic commodities. The efforts of Dr.C.J.Savanurmath,
president of the Sufal Mango Growers Association, Hubli have been instrumental in implementing the
programmes for the benefit of farmers and deserve complements.
Organic Growers have been advised to start organic market on every Sunday called „Sunday
Bazar‟ at Gandhi Foundation, near Dharwad Hotel, Dharwad. Large number of consumers is
purchasing the organic products and appreciated the initiation. The growers expressed their gratitude
to the University and the Centre for help and guidance.
iv) Successful intervention in pomegranate marketing
Another successful venture of the Agri Business & Export Knowledge Centre has been in
marketing of pomegranate in Bagalkot area which is a predominantly pomegranate growing area.
Hitherto, there were few buyers who used to procure fruits at lower prices. The Agri Business &
Export Knowledge Centre has made concerted efforts and succeeded in inviting exporters from
Mumbai and Pune for procurement of fruits from this area. The competition among the export firms
coupled with good quality fruits meeting the export standards led to increase in the price level from
Rs.45 per kg of fruits to Rs.65 per kg thus enhanced the income of the farmers. The efforts of the Agri
Business & Export Knowledge Centre has been greatly appreciated and applauded by the farmers.
The president of the pomegranate growers association put this fact on record through his appreciation
letter written to the University. Present price has crossed Rs. 250 per Kg.
b) Inter-institutional linkages.
The Agri Business & Export Knowledge Centre has been making all out efforts to establish a
close network of various institutions both government and non-government so as to have mutual
benefits in the promotion of production and marketing of agricultural commodities. The Agri Business
& Export Knowledge Centre has been acting as a liaison agent among the various institutions. The
Agri Business & Export Knowledge Centre has taken a lead and organized seminars, group meetings
and field meetings in collaboration with APEDA, KAPPEC, Karnataka State Tur Development Board,
Visveswaraya Industrial Trade Centre, Department of Agriculture, Department of Horticulture,
Karnataka Chamber of Commerce and Industry , Certification agencies etc. in different areas of the
northern part of Karnataka. Through these initiatives the various development departments were able
to channelize their innovative schemes and funds for the welfare of target areas and groups in the field
of agriculture and agro-based industries.
c) Awareness through mass media
The Agri Business & Export Knowledge Centre is propagating the benefits of good quality
products and marketing opportunities including export through commodity wise profiles in Kannada
language and distributing them free of cost to the farmers. Articles are also published through
magazines and news papers for the benefit of farming community. Even the latest information is also
made available through the website in the form of message and formers corner. The All India Radio
(AIR) and FM Radio of the University are also utilized to reach the farmers in rural remote areas. A
few activities are also broadcasted in the television relating to creating awareness among stake
holders.
d) Certification of Farms
The Agri Business & Export Knowledge Centre is also making efforts to get the farms
certified as „EURAP GAP‟ or „Organic‟ farms at lower costs through group certification mode which
is helpful to farmers and certification agencies. A few mango growers for the past three years for the
first time in this area have resorted to organic certification and Eurap Gap Certification. Further, they
have been able to get a premium price for their commodity and this has made an impact on other
formers to go for certification.
e) Transfer of technology through seminar, workshops and group meetings:
The centre has organized many seminars and workshops for the benefit of farmers,
entrepreneurs and upcoming entrepreneurs. To quote a few, Prospects of Quality Pomegranate
Production and marketing in Karnataka. Production and Marketing of Chillies, Production and
Marketing of Mango, Mango Exhibition cum sale at Dharwad, Banana Cultivation and Marketing,
Value addition and export of mangoes, etc. Recently centre has organized workshop on
„Entrepreneurship Development for Modern Food Processing Technologies for Production
Catchments – with Special reference to Export Promotion of Horticultural Crops‟ for the benefit of
entrepreneurs and upcoming entrepreneurs to update the latest innovation in post harvest technologies
in horticultural crops. About 150 entrepreneurs and up coming entrepreneurs from 12 districts of
Karnataka were participated in the seminar. During two days seminar, participants exhibited the
products prizes was also given to the entrepreneurs for the best product.
f) Facilitation for creation of basic infrastructural facilities
For the purpose of increasing the self life of most of the commodities which are perishable in
nature and also stabilize the market it is necessary to establish basic infrastructure facilities. These
facilities will help in domestic marketing as well as international marketing. Realizing this, the centre
has facilitated for the creation of basic infrastructure facilities for the horticultural produce in
Northern Karnataka. As a result, VITC and KAPPEC have come forward to extend financial and
technical support for the establishment of cold chain system for mango in Dharwad district and aril
extraction and juice making unit and cold storage facility in Bagalkot district worth of Rs. 22 Crores.
This kind of initiative creates an opportunity for farmers‟ participation as farmers associations have to
take a lead in establishment and management and the centre is playing the facilitative role.

Staff Faculty:

1. Dr. N.R. MamleDesai,

Head,
Agri Business and Export Knowledge Centre,
University of Agricultural Sciences, Dharwad-500 005
Phone: 0836-2748844
e.mail : agribusinessd@yahoo.co.in

2. Dr. S.G. Angadi,

Associate Professor (Hort)
Agri Business and Export Knowledge Centre,
University of Agricultural Sciences, Dharwad-500 005
Phone: 0836-2748844
e.mail : ccssa2011@gmail.com
 Inauguration of Agri Business and Export Knowledge Three days state level seminar titled “Prospects of Quality
Centre Pomegranate Production and Marketing in Karnataka
by Hon’ble Vice-Chancellor, Dr. J. H. Kulkarni inauguration ceremony at UAS Dharwad by Dr.S.APatil,
University of Agricultural Sciences, Dharwad Director, IARI, New Delhi on 26-28th Feb 2008.

Dr. S.B.Hosamani, receiving “Best Publication Award” Dr. S. B. Hosamani receiving “Best Export Facilitator
from Award” instituted by KCCI, Hubli from Dr. S. A. Patil,
Sri. S.Selva kumar, IAS, Director Hon’ble Director IARI, New Delhi and
KarnatakaState Agriculture Marketing Board, Dr. J. H. Kulkarni, Hon’ble Vice-Chancellor, UAS,
Bangalore on 26.12.2007 Dharwad on 26.11.2006

Dr. S.B Hosamani receiving the “Special recognition Quality Production and Export of Chilli Seminar was
Award” inaugurated
instituted by Food and Agricultural Organisation, Rome By Dr. S. B. Dandin, Hon’ble Vice-Chancellor, UHS,
and Common Fund for Commodities, USA from Dr. Bagalkot
William Dar, Director General, ICRISAT, Hyderabad, which was organised by Dr. S. B. Hosamani on 26th
on 18th March 2009, for his services in Linking of March, 2012
Farmers to Markets
 Briefing about the Grading and Packing of Mangoes in Dr. M. B. Chetti, Dean, College of Agriculture, UAS,
the Training Programme by Dr. S. B. Hosamani, Head, Dharwad
Agri Business and Export Knowledge Centre, UAS, Inaugurating the Quality Production and Export of
Dharwad Mango Seminar organised by Dr. S. B. Hosamani on
jointly organised with NIAM, Jaipur on 27th April, 2012 17th February, 2012
jointly with NIAM & other Exporters

Dr. S. B. Hosamani, Head, Agri Business and Export Seminar on Production and marketing of pomegranate
Knowledge Centre on 22-10-2007 at Bagalkot
University of Agricultural Sciences, Dharwad
is demonstrating grading of mango fruits without
damage for export

Dr. S. B. Hosamani, Head, Agri Business and Export Knowledge Centre

University of Agricultural Sciences, Dharwad is demonstrating the method of harvest of mango fruits without
damage for export