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AMLA CLUSTER PRODUCTION & PROCESSING SANSTHAN

o Introduction The Amla tree, also known as Amalaki or Indian Gooseberry, is a small tree that is indigenous to India. It produces fruit that have been used in Ayurveda both as a food and a medicine for Pratapgarh district, lies between 25o34’ and 26o 11’ latitudes while between 81o19’ and 82o27’ longitudes. Primarily, an agragrian district, for a while now, Pratapgarh has risen in ranks as the top producer of Aonla fruit. It is a mupurpose fruit, is extremely rich in vitamin C, helps cure gastrodisorders, is said to encourage youth and liveliness and is exported all over india and possibly over world in form of sweets and medicines. Pratapgarh on the Allhabad-Faizabad main road at a distance of 39 km from Sultanpur and 61 Km from Allahabad. It is one of the older districts of Uttar Pradesh that came into existence in the year 1858. It is at a height of 137 Mt. from sea level. Amla is the wonder plant, a unique gift of fruit is the richest source of Vitamin C.rejuvenating herb. It is popularly known as Indian Gooseberry Pratapgarh Amla Cluster is unique in the sense that it does not limit only to industrial processes but has strong linkage with the horticultural and agricultural pattern of the area. Thus, like any other Fruit Crop, Amla cultivation and processing has strong impact over the sociohas been cited as world’s largest producer of Amla fruit, therefore, the Cluster offers both at farm level and non-farm levels of the Cluster Actors, the avenue of interventions which may be used not only to uplift the economy by rural industrialization but for social engineering as well.Amla cultivation, production, processing and consumption, especially in soils of high pH (alkaline) and

low fertility have been emphatically recommended by scholars, nutricians, dieticians, and pomologists. High production of Amla in Pratapgarh district illustrates the success of various developmental agencies, specially the Deptt of Horticulture & Food Processing, State and National Horticulture Missions, since past 10 to 25 yearyear 1980 when the area was declared as FRUIT BELT and horticultural

interventions were geared up for better quality and quantity of Amla fruit production. Since then the production of fresh Amla fruit have gone up manyfolds. Although about 18 to 20 new processing Units have also come up in private sector in the area, yet they process Amla to be used as Food items like Murabba, Pickle and other traditional eatable preparations only. Establishmentcosmetics in the area, in which value addition is as high as food products, still calls for immediate attention. Recently Amla processing activities has been recognized as Cluster Activity and all concerned are now convinced that Amplayer in the rural development.

Genesis

Pratapgarh is the largest producer of

from Pratapgarh alone. Around 800 families are producing

engaged in Amla processing. There are around 100 small enterprises in the organize

profitable cash crop. A major chunk of the produce is being supplied to major industrial houses in

pharmaceutical industries. A bare 30 per cent of amla is locally processed with traditional skills to produce

pickles, marmalades and sweets. However, it has major potential and can be converted locally with science


The Amla tree, also known as Amalaki or Indian Gooseberry, is a small tree that is indigenous to India. It produces fruit that have been used in Ayurveda both as a food and a medicine for Pratapgarh district, lies between 25o34’ and 26o 11’ latitudes while between 81o19’ and 82o27’ longitudes. Primarily, an agragrian district, for a while now, Pratapgarh has risen in ranks as the top producer of Aonla fruit. It is a mupurpose fruit, is extremely rich in vitamin C, helps cure gastro-intestinal disorders, is said to encourage youth and liveliness and is exported all over india and possibly over world in form of sweets and medicines. Pratapgarh on the

main road at a distance of 39 km from Sultanpur and 61 Km from Allahabad. It is one of the older districts of Uttar Pradesh that came into existence in the year 1858. It is at a height of 137

Amla is the wonder plant, a unique gift of the Mother Nature to mankind. Its fruit is the richest source of Vitamin C. It holds the special reputation of being the most powerful rejuvenating herb. It is popularly known as Indian Gooseberry Pratapgarh Amla Cluster is unique in the

not limit only to industrial processes but has strong linkage with the horticultural and agricultural pattern of the area. Thus, like any other Fruit Crop, Amla cultivation and processing has strong impact over the socio-economic status, life style and culture of the area. Since Pratpgarh district has been cited as world’s largest producer of Amla fruit, therefore, the Cluster offers both at farm level

farm levels of the Cluster Actors, the avenue of interventions which may be used not only to ft the economy by rural industrialization but for social engineering as well.

Amla cultivation, production, processing and consumption, especially in soils of high pH (alkaline) and low fertility have been emphatically recommended by scholars, nutricians, dieticians, and pomologists. High production of Amla in Pratapgarh district illustrates the success of various developmental agencies, specially the Deptt of Horticulture & Food Processing, State and National Horticulture Missions, since past 10 to 25 years. World famous “Pratapgarh Amla” got production boost in the year 1980 when the area was declared as FRUIT BELT and horticultural

interventions were geared up for better quality and quantity of Amla fruit production. Since then the a fruit have gone up manyfolds. Although about 18 to 20 new processing Units

have also come up in private sector in the area, yet they process Amla to be used as Food items like Murabba, Pickle and other traditional eatable preparations only. Establishmentcosmetics in the area, in which value addition is as high as food products, still calls for immediate attention. Recently Amla processing activities has been recognized as Cluster Activity and all concerned are now convinced that Amla fruit production in and around district Pratapgarh may prove decisive role player in the rural development.

Pratapgarh is the largest producer of Amla (aonla – a fruit). Seventy per cent of amla produced in India comes

from Pratapgarh alone. Around 800 families are producing amla in the district and around 400 families are

processing. There are around 100 small enterprises in the organize



and sweets. However, it has major potential and can be converted locally with science


The Amla tree, also known as Amalaki or Indian Gooseberry, is a small tree that is indigenous to India. It produces fruit that have been used in Ayurveda both as a food and a medicine for thousands of years. Pratapgarh district, lies between 25o34’ and 26o 11’ latitudes while between 81o19’ and 82o27’ longitudes. Primarily, an agragrian district, for a while now, Pratapgarh has risen in ranks as the top producer of Aonla fruit. It is a multi-

intestinal disorders, is said to encourage youth and liveliness and is exported all over india and possibly over world in form of sweets and medicines. Pratapgarh on the

main road at a distance of 39 km from Sultanpur and 61 Km from Allahabad. It is one of the older districts of Uttar Pradesh that came into existence in the year 1858. It is at a height of 137

the Mother Nature to mankind. Its It holds the special reputation of being the most powerful

rejuvenating herb. It is popularly known as Indian Gooseberry Pratapgarh Amla Cluster is unique in the not limit only to industrial processes but has strong linkage with the horticultural and

agricultural pattern of the area. Thus, like any other Fruit Crop, Amla cultivation and processing has lture of the area. Since Pratpgarh district

has been cited as world’s largest producer of Amla fruit, therefore, the Cluster offers both at farm level farm levels of the Cluster Actors, the avenue of interventions which may be used not only to

ft the economy by rural industrialization but for social engineering as well. Amla cultivation, production, processing and consumption, especially in soils of high pH (alkaline) and

low fertility have been emphatically recommended by scholars, nutricians, dieticians, and pomologists. High production of Amla in Pratapgarh district illustrates the success of various developmental agencies, specially the Deptt of Horticulture & Food Processing, State and National Horticulture Missions, since

s. World famous “Pratapgarh Amla” got production boost in the year 1980 when the area was declared as FRUIT BELT and horticultural

interventions were geared up for better quality and quantity of Amla fruit production. Since then the a fruit have gone up manyfolds. Although about 18 to 20 new processing Units

have also come up in private sector in the area, yet they process Amla to be used as Food items like Murabba, Pickle and other traditional eatable preparations only. Establishment of Amla based Drug and cosmetics in the area, in which value addition is as high as food products, still calls for immediate attention. Recently Amla processing activities has been recognized as Cluster Activity and all concerned

la fruit production in and around district Pratapgarh may prove decisive role

a fruit). Seventy per cent of amla produced in India comes

in the district and around 400 families are

processing. There are around 100 small enterprises in the organized sector. Amla is a highly



and sweets. However, it has major potential and can be converted locally with science

&technology intervention to produce chywanprash, hair oil, vitamin C, concentrate and candy. This will result in

value addition and thus help in poverty alleviation.

After diagnostic study of the cluster the prepared action plan was approved by NABARD, Head Office

and the cluster was launched in the 03 February, 2011. After one year a common facility centre fully equipped

with advanced machineries were established at Goonde village. The centre was inaugurated by the CGM

NABARD in the honorable presence of the senior bankers & government officials on the 03 February, 2011.

STATUS OF AMLA CLUSTER

A. Launching of Amla cluster – 4th Feb, 2008 .

B. Identification of stake holder’s beneficiaries 440.

C. Registration of association 5 th July2008.

D. Establishment and inauguration of CFC – 3rd Feb 2011.

E. Programme Conducted so far [Awareness camp -7, REDP -4, SDI-4 Product Development Workshop -

2, Exposure Visit -2, Buyers-sellers meet-1].

F. Credit Linkages with Bank of Baroda (BOB) main Branch -160.

G. Registration of members with association-105.

H. Establishment of Testing Laboratory at CFC.

NABARD has selected Pratapgrah Amla-Cluster for development under intensive mode. It aimed at holistic development of the cluster through planned interventions to achieve the main objective of raising the income level and thereby living standards of the growers & processors through various interventions.

Anola Cluster based promote of Common facility Center (CFC) of Entrepreneurship is an innovative initiative of CTED, working for empowerment of rural communities especially weaker section communities & women through promotion of micro-enterprises. CTED works on a value chain development approach around various growth-oriented sectors like cluster development & products promotion.

The cluster was launched on 03rd February, 2011 in the honorable presence of Chief General Manager (CGM) & Dy.GM NABARD & Other distinguishes officers of State Government and banks. After launching the scheme, various activities have been implemented as per approved actionplan. Total activities are proceeding as action plan.

A. Registered address: Amla Common facility Center, Near Goonde village, Chilbila, Pratapgarh (U.P)

City Chilbila PIN 230002

District Pratapgarh State Uttar Pradesh

B. Telephone (STD code)/ Mobile No (05361)270320 & Mobile No. 9415046619

C. E-mail ID (if available) [email protected]

D. Website (if available) :-On the Process (www.amlaamrit.com)

Other Details:

A. Legal status:

- Registered under the Societies Registration Act 21, 1860 at Allahabad

B. Date and year of incorporation of the enterprise:

- Registered No.:- 519/2008-09

C. Nature of business (s) of Community Enterprise (Farm/Non-farm/Services):

- Non Farm Services

D. Product offering or service portfolio of the Community Enterprise:

- Combine provide the Product offering & service portfolio of the community enterprise

E. Mention the geographical presence of the Community Enterprise in the similar order as asked

(Village-Block-District-State):

� Geographical location of the Project:-

Pratapgarh (Hindi: �तापगढ़, Urdu: پرت��اپگڑھ}), also called Bela, Bela Pratapgarh, Partapgarh or

Partabgarh, is a city and nagar panchayat of Uttar Pradesh, India. It is the administrative headquarters of Pratapgarh district, part of the Allahabad Division. Pratapgarh is the birthplace of the national poet Harivansh Rai Bachchan. Pratapgarh district, lies between 25o34' and 26o 11' latitudes while between 81o19' and 82o27' longitudes. Primarily, an agragrian district, for a while now, Pratapgarh has risen in ranks as the top producer of Aonla fruit. It is a multi-purpose fruit, is extremely rich in vitamin C, helps cure gastro-intestinal disorders, is said to encourage youth and liveliness and is exported all over india and possibly over world in form of sweets and medicines. Pratapgarh on the Allhabad-Faizabad main road at a distance of 39 km from Sultanpur and 61 Km from Allahabad. It is one of the older districts of Uttar Pradesh that came into existence in the year 1858. It is at a height of 137 Mt. from sea level.

• Population in Pratapgarh

- No of Households 438936 - Total Population 2731174 - Male Population 1362948 - Female Population 1368226

Work in: - Pratapgarh district place - Chilbila - Biharganj - Sadar - Raniganj

F. List all the Awards/Recognition conferred on the Community Enterprise?

Name of

Award/Recognition

Awarding Agency Award Category

Year of Award

SARAS Mahotsav DRDA, Sultanpur Participation 2008-09

Hast Shilp kala Pradarsani &

Vikray mela

Uttar Pradesh Mahila

Kalyan Nigam

Participation 2010-11

Lucknow Mahotsav NABARD, Lucknow Participation 2008-09

International Trades fair Department of Science &

Technology (DST)-GOI,

New Delhi

Participation 2011-12

SARAS Jagannath DRDA, Sultanpur Participation 2008-09

SARAS Mela Agra DRDA Participation 2008-09

SARAS Mela Delhi DRDA Participation 2008-09 &

2011-12

SARAS Mela Ranchi DRDA Participation 2008-09

SARAS Mela Lko DRDA Participation 2008-09 &

2010-11

SARAS Mela Lko DRDA Participation 2011-12

BIO Krishi Mela DRDA Participation 2010-11 &

2011-12

SARAS Mela Varanasi DRDA Participation 2008-09

Food Safety and Standards

Authority of India (Fssai)

Certificate

Department of Food

Processing

License 2012-13

Amla Cluster Development Association:

Amla Cluster Production & Processing Sansthan is an association registered under the Societies Act 21. The

association is 4 years old and comprises of manufacturing enterprises, support enterprises, raw material

suppliers and traders. The association has 400 members who pay Rs. 500 for lifetime membership and an

annual fee of Rs. 100. The association offers services: information dissemination, training, advisory,

infrastructure, advocacy, marketing and raw material procurement.

NABARD has selected the Pratapgarh Amla cluster for development under Intensive mode and selected CTED

(Centre of Technology & Entrepreneurship Development) as implementing agency (Mr. Sanjai Singh as Cluster

Development Facilitator). Cluster development project was started on 4th February, 2008 and is be completed by

FY-2013. The activities undertaken are:

• 440 members (Cultivators/ processors) were selected from the cluster and facilitated through various

schemes.

• Associations of cluster members are formed and registered under Society Act of 1860 at Allahabad.

• Around 10 Awareness camps were organized about various government schemes.

• 8 skill development programme (each of six weeks) were conducted.

• 3 exposure visits were organized.

• 4 product development workshops were organized.

• 2 Buyer –Sellers meets was organized.

• 160 selected processor andidates were facilitated to receive financial support from Bank of Baroda.

Each of them were sanctioned a loan of Rs. 25000 & establishment help of micro enterprsises..

• Number of retail shops in Pratapgarh township – 120

• Major Items produced – Amla Murabbas, Candy, Powder, Juice, Pickle, Jam, Square, Burfi & Ladoo

• Raw Material source – Local Pratapgarh

• Market – Local market and neighboring weekly village markets, urban markets of Allahabad, Sultanpur,

Pratapgarh, Faizabad, and occasionally that of Delhi, Lucknow and Kanpur

• Annual sales of “Amla Murabbas” alone are estimated up to a tune of Rs 90 Lacs.

Vale addition in Amla cluster

• Growing the top line

• Enhancing presence towards higher end of value chain in business.

• Sustaining business

• Adoption of new technologies & processes

• Improving bottom line

• Adding value to by‐products

• Enhancing profit

• Input cost reduction

Nature of business

The amla cluster has created a strong foothold in the business of supplying the best quality Amla Products. We

offer a wide array of Amla Products that are manufactured using amla and other quality ingredients. Often known

as Indian gooseberry, Amla is acclaimed for its contribution in digestion, beauty, and many other physiological

benefits. Ayurveda, the oldest health system in the world, appreciates and uses amla to treat a host of diseases

and promote positive health. The Amla Products provided by us are sourced from highly trusted manufacturers

thus, assuring superior quality. We offer these Amla Products at market leading prices to the clients.

It is manufacturing business of Amla product including Murabbas, juice, candey, pickle, burfi & laddo. We shall

purchase raw amla from different local suppliers then make different products mentioned above according to the

customers demand. At early stage of business we will focus on Murabbas, juice, candey, pickle, burfi & laddo,

with the passage of time we will expand our product line.

Business Structure:-

Input procurement

Capturing customer requirements

Design& Testing

Manufacturing

Outbound logistics

Marketing

Retailing

Description of Product:-

We are dealing in Amla Product including

Amla Murabbas

Amla Laddo

Amla Powder

Amla Juice

Amla Supari

Amla Burfi

Amla & Mix pickle

Amla In Honey

Product Range:-

1. Amla Candy: - ( Khati Meethi Candy&Meethi Candy):- Amla candy is dehydrated segments of Amla

processed in sugar and cardamom. It is manufactured with unique technology to retain maximum

nutrition value of Amla.

2. Amla Juice: - Amla Juice is our wonderful product to provide you benefits of fresh amla fruit. As amla is

available for the short duration in a year so we have brought amla juice to provide you benefits of fresh

amla for whole of the year. Amla Juice is extracted from naturally growing freshdesi Amla of Goonde of

Pratapgarh. The fresh amla fruits are processed for juice extraction with unique art of technology to

conserve all natural properties of amla.

3. Amla Murabba: - Amla Murabba is only known food product of Amla, It is available under number of

brand names. As per our study Most of the Murabba available in the market does not have the claimed

properties of amla because of its manufacturing process do not fulfill FPO specification. The traditional

Murabba manufacturer treat amla fruit with lime for softening process, which destroys most of the

valuable properties of Amla by reducing its vitamin C and tannins.

4. Amla Chat Pati Candy:- Amla Chat Pati candy is dehydrated segments of Amla fruit processed with

sugar, salt and unique combination of spices. It very good appetizer, source of vitamin C, helps to

regulate metabolism, and do wonders to health if consumed daily after every meal.

5. Amla Chutney:- Amla Chutney is Wonderful Sweet And Spicy Recipe Enriched With Benefits Of Ginger

And Garlic. The Delicious Taste With Health Is Loved By Everyone. Taking Amla Chutney With Meal

Effectively Enhances The Taste Of Meal And Improves Digestion. We Manufacture Quality Amla

Chutney from Wild Naturally Growing Amla Having Very High Vitamin C Content.

6. Amla In Honey:- Amla In Honey Is One Of Our Unique Products To Give Benefit Of Amla And Honey

Ayurveda Says That Taking Amla With Honey Increases The Medicinal Effects Of Amla Multifold. This

Unique Products Is Having Amla Segments And Shred Preserved In Honey. It Is Delicious, Pure,

Nutritious And Full Of Health. Our Amla Pure Honey Contains All Natural Ingredients and Devoid Of

Chemical Compositions. We Proffer Amla Honey at Very Reasonable Prices.

7. Amla Pickle:- Amla Pickle Is Traditional Recipes Of India Having Amla Segments In Salt, Spices And

Mustard Oil. We Exist Among Ace Pickle Manufacturers Suppliers In India. Our Amla Achar Is Very

Delicious To Take With Meals. Amla Pickle Is Manufactured From Best Quality Amla, Spices And

Mustard Oil.

8. Amla Powder:- Amla Powder is prepared from naturally growing wild amla. The organic amla powder

we prepare is very rich in vitamin C and effective for constipation, diabetes, and hypertension. One tea

spoon consumed empty stomach or bed time with warm water or honey do wonders. Amla powder is

100 % natural, pure and free from any synthetic flavors.

9. Amla Sweet:- Our CFC supply delicate amla sweets including amla ladoo and burfi. Available in 400 g

and 600 g packing, our amla sweets are very competitive in prices. Our amla sweets are made out of

ingredients like amla fruit, sugar, cardamom and permitted class II preservatives.

10. Amla Jam:- Amla Jam is healthy pure and delicious product good to spread on bread, toast and

sandwiches. Natural amla jam composed of natural saffron and cardamom flavor, which is loved by

children and good for parties. Available of amla jam is very economic prices.

11. Amla Squash:- Amla Squash Enriched with Ginger is a Unique Recipe. One Part of It with Five Parts of

Water if Served Chilled is Healthy, Nutritious and Excellent Drink with Full of Vitamin C.

12. Amla Health Drink:- Amla Health Drink Enriched with Ginger is sweet tasty and delicious ready to serve

drink having remarkable content of Vitamin C. One bottle a day is Sufficient to meet daily vitamin C

requirement.

Marketing

It is very critical department of our business because production/manufacturing is not a big task but it is very

important how to reach the customers, so marketing department wi ll perform the following

functions.

• Pricing

• Promotion

• Distribution

• Demand forecasting

Service

Company will give Direct, Whole seller, retails and online & Showroom sale services for customers to access the

domestic market. Customers can order through company website or other sources for customize their products.

We are also giving shipping facility or service for the delivery of goods on behalf of customers.

Production Plan

Manufacturing process

The manufacturing process is very well established and simple. As a matter of fact, many households

enterprises have been preparing many of the products (except oil) since long. Fresh fully grown Amlas are

washed in warm water and then they are put in pressure cooker for boiling. Boiling enables easy removal of

seeds. After removal of seeds, Amlas are cut into different shapes or sizes depending upon the end products.

Then they are sun-dried and ingredients like salt, sugar, brahmi, cumin and preservatives are homogeneously

mixed and the products are packed.

Raw material and Packing Material The basic raw material for the unit is good quality Amla fruit. After removal of seeds the actual recovery is 60% to 65%. Considering a recovery of 60% Amla required at 100% capacity is 5000kg. Amla is available for 5 months and requirement of subsequent 3 months is stored. Other items like salt, sugar, cumin, brahmi etc. are all available locally. The price of raw material, spices and packing material at full capacity utilization is estimated to be Rs. 1.08 lakhs per year. At 60% capacity in 1st year the cost works out to Rs 0.65 lakhs. Packing

The finished product is packed in plastic bags & Jar or Glass jar and the syrup is packed in plastic bottles. A

proper survey has to be conducted for location of the plant for easy availability of raw material. After this

operation the finished packaging product are kept in the Card boxes.

Marketing Plan

• Pricing

We have two type of customers individual and business, so different pricing strategy for both. We are offering customize products for individual consumer so we will charge premium price but business partner we will charge standard price that will exist in the market.

• Value based price

According to the customization in products, customers can add new attributes and their favorite design so we can charge value based price at every customize product.

• Cost based price: It’s another pricing option for us in which certain percentage of profit is charged at cost. We will charge 20 percentage profits at any cost.

• Distribution

We will focus on direct distribution through any courier/logistic company to provide products delivery at given time.

• Promotion

We will use different promotion tools for our customers as Online marketing.

Marketing Strategy

It is, therefore, advisable to carry out systematic market survey to find out consumer preferences or choice and

offer attractive prices to the consumers and discounts to the retailers. Retailers should be approached directly to

save on commission to be offered to other middle men. Packing should not be very expensive. Certain products

like Amla Murabbas, Amla laddo, Amla Powder need proper placement with retailers outside buyers, shops,

cinema theatres, Hotel etc. The promoter should involve himself in finalizing marketing strategy and its

implementation as reaching the target customers is the key.

Technology, Quality and Compliances

Technology is very simple and standardized. The products must match the prevailing quality standards. Certification under Fssai Act is mandatory.

Benefits

The technical and social intervention made within the Amla processors community of Goonde, Pratapgarh Amla

cluster has reaped the following benefits-

1. Quality of Amla used as raw-material improved, along with reduced processing time and

increased productivity:

Amla is available for 5 months and requirement of subsequent 3 months is stored. The amla processors are used of good quality of raw amla, which makes use of local resources but is a very slow process. Amla Cluster targeted 400 amla processors families and taught them about an improved process. The improved method reduced from 30 to 40 days and the yield was 46 percent higher.

2. Standardization of manufacturing method: - After identifying the pitfalls of the traditional

manufacturing method, Amla Cluster expert suggested various corrective measures. All these measures

were later incorporated to device an improved and more standardized method for manufacture of better

quality amla product.

3. Training and up gradation of skills The amla grower & processors of prtapgarh were given both in-

campus at Amla cluster and on-site at prtapgarh village & urban place, training on improved practices

for manufacture of the traditional amla product & cultivation. In all 400 families in the region were

formally trained with amla cluster support and major part of the amla growers & procesors population

were indirectly benefited.

4. Enhanced quality of Amla product: - The result of the technological intervention amla Cluster in the

pratpagrh was the improved quality and more standard end product.

5. Networking and knowledge transfer enabling the credit availability and competence building in

amla growers & processors: - The project envisaged the formation of Self-Help Groups (SGH) &

Individual in order to foster a feeling of unity and friendship leading to greater cooperation. This also

initiated the practice of savings, which could be used by the group members for their own use. Capacity

building was the result of SHG & Individual working together for common goals

6. Enhanced negotiation skills: - With the training provided by the project to the processors about the

basic of raw amla, vendor selection, material pricing and material procurement the processors were able

to buy better raw material at a competitive price. This training enhanced their negotiation skills.

7. Increased productivity: - The improved and more standardized manufacturing method along with use

of more sophisticated but simple tools introduced by Amla CFC increased the productivity of the

processors by around 30%. Also the use of templates reduced the process wastes.

8. Creating their own identity: - In the process of developing new and bigger market the project realized

that amla product have gone very generic and had a reputation of low quality – for most buyers the term

Amla murabbas an image of cheap product, both in quality and price. So in order to break free of this

stereotype, it created their own brand, “AMLA AMRIT”. This has given the Amla processors of

Pratpagarh a distinct identity.

9. Increased market accessibility with the help of new Information and Communication

Technologies (ICTs):- The better product needs better and bigger market. This is done through both

the traditional marketing practices and use of new Information and Communication Technologies (ICTs).

In this process with the help of VHForge, the Amla cluster (Community enterprises) & CDC Proposed a

digital move by creating their own Web-site, www.amlaamrit.com. This is a big leap bringing the whole

world with their ambit.

10. Increased earning / standard of living: - With enhanced quality of amla product and new quality

based product the processors can not only realize higher per unit value but with increased productivity

and decreased waste over all profits also increases. This has a direct and straightforward effect on the

lives of the processors i.e. improved standard of living.

11. The artisans were organized in SHG with the help of DRDA and so far 10 SHG had been formed.

Explains the innovation:

The growers & processors of goonde village under the chilbila Gram panchayat in Pratapgarh district of Uttar Pradesh, belonging to backward community had amla processing as their predominant occupation for over a century. They were producing limited variety and quantity of amla product. There was thus a need to develop and combine their capacities in such a way that their individual’s strength is welded together by group effort and the community develops group competitiveness. There were limitations for the individual artisan families to take steps towards growth and expansion and therefore needed a cluster approach. Technology inputs into the Amla cluster community enterprises Besides its major agenda of innovation based S&T intervention to solve the technical problems faced by processors of Amla clusters through the NABARD Cluster program Narendra dev Agriculture & technology university has also taken up the responsibility of direct technology guidance to Amla clusters. To start with activity has been initiated in the Amla cluster at Pratapgadh, UP. Innovation on Production: The amla cluster are processing an manufacturing of different innovative product e.g Amla murabba, amla juice, amla candy, amla powder, amla chatani, amla in honey amla laddu & barfi, amla chatpat, amla achar & all types of achar etc. These products are fabulous & eye catching. Services delivery: Amla cluster aims at greater market control at the hands of rural growers & processors. It looks at such capacity building in terms of two stages- livelihood security and enterprise growth. In the former stage, rural growers & processors who are involved in rudimentary income-generating activities are provided training to help them understand market channels and operations, requirements for undertaking sustainable microenterprises, and coping mechanisms are put in place for them to deal with changing market conditions. The latter stage is marked by development of an entrepreneurial capacity in rural growers & processors. Amla cluster does not work directly with individual rural amla growers & processors. Instead it provides innovative business development services to cluster Association & processors. These services include three core products- microenterprise training and handholding, value chain development (with special emphasis on gender inclusion),

and market linkages. The Innovation Process

Upgrading of Amla production process to improve

productivity

Standardization of the Amla product

manufacturing method

Training & skill up-gradation of the

actions to enhancethe quality of

Introduction of costs & templates to

enhance the

Enhanced negotiation skills

Networking & knowledge transfer

enabling the creditAvailability &

competence building in actions

Introduction of IT technologies for

enhancing market

Introduction of web-based marketing

for increasingthe reach & building

newer marketing channels

Explain the impact of the innovation

Impact of the innovation 1. Improvement of productivity of large , medium ,small and household enterprises by :-

• Improved production methods and processes. • Minimizing rejection. • Improved quality. • Reduction in cost of manufacturing.

2. Improvement in safety and health front by :-

• Minimizing operational hazardous. • Minimizing health hazardous. • Adopting environment friendly production processes.

3. Improvement in basic management skills and entrepreneurship development through :-

• Optimizing product – mix. • Networking within supply chain. • Production pricing strategy. • Distribution management. • Promotional policy. • Understanding competitors. • Achievement motivation Training.

4. Employment in rural area:- Sustaining employment change in a rural setting requires the competence for delivering and maintaining the technological elements in a rural setting. This required an organisation that operates at the community level in the villages. Amla cluster and CTED jointly provided a holistic change package, an enabling change climate and a change sustaining support system. This was the critical element that made this project work. Both the organizations had enormous previous experience and approached the problem after looking into the managerial, technological, social, organizational and economic aspects of the change process. Amla cluster spend considerable amount of time conceptualizing the process of change.

5. Financial Return:- After new design and market development, the cost of product increased. All the participants get linkage with commercial bank and received financial support at the range Rs. 25000/- to Rs 200000/-. They have started getting raw materials on low rates.

FPO license

- Yes, the FSSAI (Food Safety and Stamdards Authority of India) Licence has been acquired on the

date 10.07.2012 & Registration No. 22712308000248. (Attached the Scan Copy)

- Also we have acquired the ISO 22000:2005 (Food Safety Management System Certificate)

Certificate on the date 16.10.2012 & Certificate Number- KorF-120576, certifies that MSA

Certification Co. Ltd. (Attached the Scan Copy)

Providing forward and backward linkages to Aonla farmers

o Technology Information:- The Organisation has a large computerised data base on technology

options available from different R&D and Technical institution. It gives the user updated information on

sources of Amla processing technologies and means of accessing them. Also background information

on technology-seeking enterprises is maintained and made available to suppliers.

o Match Making :- It identifies business partners willing to collaborate, brings them face to face and

extends support to tie up financial assistance and other requirements for transfer of technologyand

preparation of business plans.

o Finance Syndication:- CTED undertakes financial syndication through Bank of Baroda &District

cooperative Bank, Pratrapgarh covering term loans, venture capital, lines of credit; equity assistance

and on selective basis interest-free loan

o Business Collaboration:- The CTED support to small amla enterprises for the Promotion of

technologies and the products manufactured by them through business tie-ups as a part of the

package. To promote national & international co-operation with SMEs the CTED organises overseas

visits of business delegations.

o Quality control,packaging and weighing. Individual growers are being trained on quality

management and are provided extension services.

o Support Services:- It arranges Support services, visits of experts for in-plant counselling; product

cerification & Brand promotion support, e-business support, co-ordinates buyer-seller meets for

specific product / process technologies; and represents the business interests of small enterprises in

National events. Also the CTED can initiate partner search through Internet and other networks.

o Promotion of Tissue Culture based Amla Plantation (Supported by Acharya Narendra Dev

Agriculture & Technology University, Kumarganj, Faizabad)

1. Plantation of commercially important Tissue Aonla in the field.

2. 100 Growers were benefited by the activity.

o Establishment of Procurement & Value Addition Centre for Amla crops –

1. Establishment of procurement &value addition centre at “CFC” for processing of Amla Crop. 2. Centre will provide the facilities to processing up to the level of end product like pulp, Juice,

powder, pickle, jam etc. to increase the income levels

o Establishment of Amla Procurement, Processing & Quality Testing Centre:

1. Establishment of Amla procurement, processing and quality testing centre at “CFC”. 2. The centre will provide assured forward-linkage support to the Amla Growers by on-site buy-back

facilities of Amla at higher rates and to provide the facilities of local value addition & quality testing of amla product.

o Skill-base technical trainings:

1. The beneficiaries were practically trained on various Amla product processing & product segmentation.

2. The Growers were trained in cultivation practices and value addition techniques

Management Structure of Community Enterprises:

Management Structure of Community Enterprises:

BOARD OF Members

CHIEF EXECUTIVE OFFICER

Head Cluster Development Facilitator

Account, HR, &

Administration

Resear

ch &

Develo

pment

Packag

ing &

Store

House

Raw

Material

Bank

Quality

Control

Lab

Produ

ction

House

Admin HR Account

HR

Manager

Finance

Manager

Processor

Sales

&

Marketi

ng

Promoting Organization

Technical Expert Lab

Technician

Marketing

Manager

Processor Processor Processor Processor Processor

&

Customer

s

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