1. Components of the General Environment Economic Demographic Socio-cultural Industry Environment Competitive Environment Political/ Legal Geographic Technological

2. ProjectRationale About Apricot Current Scenario Proposed Model Product Management

3. The project aims at supplementing theexisting income (which is inadequate)of the resource poor through optimalutilization of available naturalresources (Apricot) in a sustainableand environment friendly manner.

4. Apricot is native to regions with cold winters Ladakh has 21 varieties of apricot Apricots have high nutritional content It is an untapped resource due to the lack of processing and marketing facilities. Organic by default Seasonality Perishability over ripe within 2-3 days Variety of uses High potential to increase income

5. High production Absence of market linkages for remote areas Most of the product is wasted or fed to the cattle Absence of know how for processing bitter apricot Small entrepreneurs catering to local demand

6. Farmer Farmer Farmer Farmer VCs VCs PC Legend: Marketing VC- Village Centre; PC- Processing Centre; Retail Organic Chains Stores

7. Apricot Jam Apricot Oil Solar Dried Apricot Osmotic Dried Apricot Apricot Juice

8. Current: Open solar drying Sulphuring Manual extraction Proposed: Field Research Lab Solar driers Organic Drying Cold extraction of Oil

9. Farmer Apricot Apricot Bitter Sweet Drying Kernel Pulping Oil extractionPackaging Processing & packaging PackagingWholesaler Wholesaler Wholesaler Retailer Retailer Retailer ConsumerConsumer , Consumer

10. Competitive Strengths QUALITY Competitively Priced Removal of intermediaries Price leaderPRICE VARIETY

11. QUALITY Backward Integration FPO standards Multistage quality controlPRICE VARIETY

12. QUALITY Gamut of offerings Novel Flavour Diverse Market segmentsPRICE VARIETY

13. High income group Health conscious Segment with social concerns Foreigners/tourists

14. Large retail chains like Walmart, Reliance, Food Bazaar. Health spas. Upscale hyper-markets Specialized organic stores

15. Managerial capacity building Strong market linkages

16. Thank You