Aeroponic Farming

EPGP-09 Group 11
Agriculture 4.0 Evolution
Agri 1.0 Demand is greater Needs fertile land
than supply, leads and water
to starvation and resources in huge
loss of lives, capacity and
dependency on
weather and
seasonal changes,
Agri 2.0 Use of High yield Same as above
seeds, fertilizers
over the decades
leads to soil
deterioration
Agri 3.0 Use of natural Same as above
pesticides and to Motivating factors for Aeroponics
revive the land
Agri 4.0 Soil less Production • Detailed studies suggest the total demand for water by 2031 is likely
agriculture with in Controlled to be 50 % higher than today
effective water environment
management • Below are suggestions as in 12th Five year plan
• Agriculture consumes around 80% of India’s available water
resources and its efficiency is lowest
• Water is fixed natural supply and its availability is now at a level
which is just about equal to demand on average
• While intensive use of groundwater made a great contribution to
the Green Revolution, today in large parts of west, central and south
India there is a man-made crisis of falling water tables
 Industry Analysis and Market Research
Growth Drivers for Organic Cultivation
• Increasing Health Awareness & less than recommended
consumption
• Rising disposal income
• Urbanization and working population
• Increasing support from Govt of India
• Technological developments
Fruit & Vegetable Industry
• Indian F&V market growing at 12% CAGR (5,35,500 crore INR in 2015)
• Organic products market in India growing at a CAGR of 25 per cent.
Expected to touch INR 10,000- INR 12,000 crore by 2020
Market Research Key findings
B2C findings: 159 urban households
• Nuclear families with 76% income greater than 50,000 INR per month.
• Only 29% are already consumers of organic F&V (less than 2% of Indian
population)
• 42% need certification for buying organic F&V
• Average weekly vegetable spend 454 INR and fruit spend 387 INR
• 50% respondents willing to pay 10 – 20% premium
• 39% buy from small outlets 22% from street vendors
• 86% are willing to buy organic F&V if they are easily available
• Estimated Urban Household Market size: 59,797 crore INR per year
B2B findings: 2 highly rated Star Hotels
• Hotels such as Westin do not buy organic F&V as they are expensive
• Estimated Market size for 8 Tier I cities Star Hotels: 20 Cr INR per year
Strategy
Value differentiation (Tangible & Intangible) Strategy Canvas model for Aeroponics
• Product: Organic quality & safe to human, 120
Improve / New

• Service: Online & Offline order and delivery

Reduce /
at convenient time,
100 Eliminate
• Experience: Emotional connect (water 80

conservation),
• Tailwind w.r.t less availability of fertile land, 60

water and labor resources in the existing

agricultural system, 40

• Respect for human life with the means of

20
technology, and educate the customers on its
performance on water utilization,
0
Agri land with fertility of production Weather impact Water resource needed fertilizers
• Initial choice of the customers is niche such Average Indian Trend Aeroponics
as Tier 1 cities, star hotels, Airports, Cruise
ships
Risk Assessment
Risks Severit Occurre Impac Mitigation Plan
y nce t
(1-5) (1-5)
Operational risk due to delayed 5 3 15 Opting for alternate source of supply
supplying of raw materials from as our most of the purchases are
suppliers for the aeroponics farming online from the pool of suppliers
Power failure can be result into crop 5 3 15 Backup facility of extra genset will
failure help to tackle such issues

Crop Failure or poor quality of crop due 5 3 15 Standard operating procedure to be

to improper supply of nutrients via
treated water to the crop
Poor Handling of resources by unskilled
labor force
Conflict among online & offline
distribution channel
defined related to application of
correct BOM and routing
3 4 12 Labor force is to be trained about the
process and will be provided with
training manuals
3 4 12 Keeping enough margin for the
distributers of both the channel

Impact 5 10 15 20 25
Values
Impact Insignifican Minor Medium Major Severe
Scale t
Risk Assessment
Risks Stream Impact Mitigation Plan
Mission
“We will produce nutritious
fruits and vegetables using
Aeroponic farming techniques
and preserve the fixed natural
resource, Water for the future.”
Vision
“We want to be a well-known &
respected brand in India &
abroad as producers of
nutritious vegetables and fruits
with environmental
conservation as the foundation
in what we do.”