DEVELOPMENT OF INTERNATIONAL AGRICULTURAL TRADE FAIR CENTRE ON PPP MODEL AT K.POOJENAHALLI, BANGALORE, KARNATAKA STATE, INDIA

INFORMATION DOCKET

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2 ³ÙÖÓ©–ѧ‘Ù º·ÙþÓÆБФÐÔ ¦Ð¦ÑÀÐÕ·ÙÓ ‘Ѥб ºÓ®Ð·ÙÓ ƒ£þ–ÐÎйÐÔî ´¤ÐÊÐܧÊÐÔÀÐÕ·ÐÔ/ ÌÙÖÊÐ ƒ£þ–ÐÎйÐÔî „ÌÑ÷ºÊÐÔÀÐ ƒ¸°‘ѤÐÀйÐÔî ÌÙÖ¸¤ÐÔ³Ñê¤Ù. ÊзЧ »ÐõÊÑêÀй٦ÐÔ ½–ÙÞ ÌÙœà¹Ð ÀЦÑÍ´¦ÐÔ¹ÐÔî ÀÙ¾ý ÊÙÚªý: http://horticulture.kar.nic.in ÂÔ·Ð »Ð®Ù¦ÐÔ½ÌÐÔ·ÐÔ ÌÑ–ÐÖ »ÐõÆÙî–ÐÎÐÔ / ÊÐïÉæӑФб‘ÑÜ— ÇõÓ.ÌÙ›ý.ŠÊý.ÇÀБÐÔÀЦѤý, ³ÙÖÓ©–ѧ‘Ù ¡« º·ÙþÓÆБФÐÔ (½¦ÙÖÓªÙ‘Ñîã), ÌÐÔÏÀЦÑÀÐÕ, ƒ›Ù »Ù«å–Ù ÊДÙô:7648, ¾Ù–ÐÎÐÖ¤ÐÔ ¤ÐÀФйÐÔî ·ÐÖ¤ÐÀÑ±Ò ÊДÙô: 080-26582784, ÀÙÖ¾ÙÚÄý:9448999207 ÀÐÔ³ÐÔê e-mail: [email protected] ¹ÐÅö ÊлВþÊнÌÐÔ·ÐÔ.

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Department of Horticulture Government of Karnataka Lalbagh, Bangalore – 560004 Tel: 080-26571925 / 26582784 Fax : 080-/ 26578072 / 26584906

Email: [email protected] Website : http://horticulture.kar.nic.in EoI: No.DH/JDH/Biotech/TA/57/2009-10 Date:05-10-2009

DEVELOPMENT OF INTERNATIONAL AGRICULTURAL TRADE FAIR CENTRE ON PUBLIC PRIVATE PARTNERSHIP AT K.POOJENAHALLI, HORTICULTURE FARM BANGALORE, KARNATAKA STATE, INDIA

Invitation for Expression of Interest The Department of Horticulture intends to create a State- of –the Art - Centre for global competence in agriculture and allied activities at K.Poojenahalli Horticulture Farm, near Devanahalli International Airport, Bangalore, adjacent to NH-7 connecting Hyderabad. The purpose is to provide a single window platform, with support for backward and forward linkages, for International Trade and Business Development activities such as marketing, exchange and promotion opportunities, for providing awareness and access to state of art technologies and practices across food supply chain and for continuous training and development of skills and expertise.

Department of Horticulture invites Expression of Interest (EoI) from companies of national and international repute for development of the project on PPP basis. Land will be available for the said purpose on mutually suitable terms. Selection of firms for development of the project, will be on the basis of a bidding process (Technical & Financial) in response to a request for proposals (RFP) to be invited subsequent to this EoI. Department of Horticulture reserves the right to invite bids after assessment of the Expression of Interests. The EoI shall include – A brief profile of the organization/ consortia members, background of promoters and management structure, currant activities, details of relevant experience with the documentary evidence, annual audited reports, proposed themes and modus operandi that the company intends to adopt for development of the project. The interested firms have to make a presentation to the Department of Horticulture regarding their business plan for development of the project. The interested and eligible parties are requested to submit EoI, to the Director of Horticulture, Lalbagh, Bangalore. The sealed envelope super scribing “EoI for Development of International Agricultural Trade Fair Centre at K.Poojenahalli Horticultural Farm, Bangalore” may be addressed and submitted to the Joint Director of Horticulture, Biocentre, Hulimavu, P.B.No.7648, Bangalore on or before 17 hours of 30-10-2009. Director of Horticulture reserves the right to cancel this invitation and / or invite fresh applications with or without 3 amendments to this invitation, without any liability / obligation for such invitation and without assigning any reason. Further details of the project are available in the information docket on the website: http://horticulture.kar.nic.in In case of queries / clarifications please contact Shri.H.S.Shivakumar, Joint Director Horticulture (Biotechnology), Hulimavu, P.B.No.7648, Bangalore on phone no:080-26582784, Mob:9448999207 and e-mail: [email protected]

Director of Horticulture

B. DISCLAIMER

The purpose of this information Docket is to provide the interested parties with information to

assist the formulation of their EoI proposals. This information docket does not purport to contain

all the information each party may require. Each party should conduct its own investigations and

analysis and should check the accuracy, reliability and completeness of the information in this

Information Docket and where necessary obtain independent advice from appropriate sources.

Government of Karnataka, their employees and advisors make no representation or warranty and

shall incur no liability under any law, statute, rules or regulations as to the accuracy, reliability or

completeness of the Information docket.

4 DETAILED PROJECT REPORT

PROJECT OF GOVERNMENT OF KARNATAKA

DEPARTMENT OF HORTICULTURE LALBAGH, BANGALORE – 560004. 4th February 2008

5 TABLE OF CONTENTS

EXECUTIVE SUMMARY………………………………………………………………………4 1. BACKGROUND...... 5

1.1. Introduction to Agriculture & allied activities...... 5 1.1.1: Horticulture:...... 6 1.1.2: Agriculture:...... 7 1.1.3: Fisheries:...... 7 1.1.4: Animal Husbandry:...... 8 1.1.5: Sericulture:...... 8 1.2. Nature of project...... 9 1.2.1: IATFC Overview...... 9 1.2.2: Justification...... 9 1.3. Vision, Mission & Objectives...... 10 1.3.1: Vision & Mission...... 10 1.3.2: Objectives...... 11 1.4. Stakeholders & Beneficiary...... 13 1.4.1: Karnataka Farmers and their cooperative associations...... 13 1.4.3: Agro produce processing industries...... 13 1.4.4: Marketing boards...... 13 1.4.5: Exporters & importers...... 14 2. OPERATIONAL & MANAGEMENT STRUCTURE...... 15

2.1. Organisational model...... 15 2.1.1: “GreenLife International” – a self sustaining entity...... 15 2.1.2: Revenue options...... 15 2.2. Operational features...... 17 2.2.1: Information desk:...... 17 2.2.2: Crop showrooms:...... 18 2.2.3: Technical & Consultancy Cell:...... 18 2.2.4: Business Centre:...... 19 2.2.5: Exhibition pavilions:...... 19 2.2.6: Seasonal stalls:...... 20 2.2.7: Convention / training centres:...... 20 2.2.8: International Hostel:...... 20 2.2.9: Business incubation & laboratory:...... 20 2.2.10: Environment management systems:...... 21

EXECUTIVE SUMMARY 6 The current scenario in India’s agro economic development demands substantial changes to progress towards meeting the national goals of agricultural productivity, food nutrition / security and employment. There are several initiatives taken by the National and Karnataka State Agricultural and Horticultural missions and it is observed that considerable emphasis is required not only to support at the backward and forward linkages, but also warrant the need for “single window hub” that is of strategic importance to promote and integrate State and integrate National level activities of Agricultural & allied activities.

With this vision in mind arose the idea and concept of International Agricultural Trade Fair Centre (IATFC) that can address the above goals. With a missionary zeal and thrust to bring radical progress in the welfare of the State and National stake holders of Agriculture and Allied activities towards building a global competence Centre that would be strategically located near the upcoming Bangalore – Devenahlli International airport, the Department of Horticulture, Government of Karnataka has put forward this project that would not only project Karnataka & Indian horticulture in the International map, but also allow to integrate them with other agricultural activities like cereal / oil processing from the department of Agriculture, dairy / cattle from the department of Animal husbandry, Pisciculture from Fisheries department. This shall as well possibilities in ecological and environment friendly development within them to bring into lime light etc.

The project would be setup in an area of about 53 acres of Government land, providing facilities for permanent and temporary exhibitions, demonstration centres, information desk, technical and Agri business management consultancy cell, business centres, convention halls with training centres etc. The emphasis will be on projecting it as a model for sustainable development bringing in bio conservation; organic farming etc. that shall be of long standing welfare to State and Nation.

It is scheduled to complete the project incorporating permanent and temporary structures during the financial year 2008 – 2009. With several options for revenue generation potential, IATFC would be managed with professionals who would actively market and develop it as a self- sustainable model in the long run. The Government shall provide the initial financing required for infrastructure for the first two years of operation and it is forecasted that revenues / cash flows shall be adequate to cover the cost of operations and also future expansion.

The initial investment outlay for the three years is 87.55 Crores of which, 5 crores to be spent during 2007-2008, 50.43 Crores for the period 2008-2009 primarily for infrastructure development and 32.12 Crores in 2009-2010.

BACKGROUND

Introduction to Agriculture & allied activities

Horticulture has been a strong driving force in Karnataka’s Agricultural environment which has essentially prompted an initiative to be undertaken by the Department of Horticulture to bring up the International Agricultural Trade Fair Centre (IATFC) at Poojenahalli near Bangalore International Airport - Devanahalli.

7 Karnataka is a ‘Land of Horticulture Excellence’ and renowned for its Horticulture produce. Horticulture crops are grown in an area of 15.81 lakh ha. covering about 16 % of the total cultivable area with an annual production of 95.81 lakh tones.

Karnataka is located in Southern Peninsular India in the latitude 11º 30’ and 18º 30’ N and Longitude 74º 15’ and 73º 30’ East. It has a total geographical area of 190.50 lakh ha. and is bounded by Goa, Maharastra, Andhra Pradesh, Tamil Nadu, Kerala and Arabian Sea. The state is known for its rich biodiversity, embodiment of art and culture and popular for silk, milk and sandal wood. A variety of soils prevailing in different physiographic divisions namely Deccan plateau, hill ranges and coastal plain are bestowed with rich minerals and soil resources. With mean annual temperature ranging from 20.3º C to 27. 6º C and average annual rainfall of 1139 mm, prevailing in 10 agro climatic zones, the state is congenial for growing a variety of Agricultural and Horticultural crops.

In Karnataka agricultural crops on an average are grown in an area of 6.81 million ha. during Kharif, 2.18 million ha. in Rabi and 0.62 million ha. during summer. The state stands first in productivity of maize, 2nd in Sugarcane, 3rd in Jowar, Soybean, Tobaco and Cotton, 5th in Rice, 7th in Groundnut, 8th in Redgram and contributes 5% to the nation’s food production.

The state contributes about 70% of Coffee, 30% of commercial flowers, and more than 10% of fruits and vegetables to the national production. Karnataka State occupies 2nd position in area and production of plantation and spice crops. The State ranks first in export of Pomegranate, Rose Onion, Vanilla, Gherkins, Coffee, and Rose cut flowers and stands second in export of Arecanut, Black pepper, Red chillies, Cardamom, Cashew, Tamarind and Ornamental plants in the country.

The state stands first in the country with 1.16 lakhs ha. under mulberry cultivation and production of silk with 0.73 lakh tones for cocoon. The state is the fifth largest milk producer in India and highest milk producer in south India with a total production of 4540 tones per day. The state has 350 km coastal line and 25000 sq.m of continental shelf contributing to the production of 1.65 lakh tones of Marine fisheries and 1.18 lakh tones of Inland fisheries. Karnataka has a total forest area of 30.78 lakh ha. covering 16% of the total geographical area.

The State Government brought out its own Agricultural Policy during 1995 and revised in 2006 giving emphasis for adoption of Agriculture strategies in line with the changed scenario owing to Globalization & liberalization of International trade and to achieve integrated and higher growth rate in Agriculture, Horticulture, Animal Husbandry, Sericulture and Fishery sectors.

Advances in Agricultural research and development have propelled dramatic changes in farming practices over the last 4 decades in Karnataka resulting in achieving excellence in several sectors. Introduction of protected cultivation, micro irrigation, integrated pest and nutrition management & organic farming practices have resulted in production of high quality produce and offers unlimited scope to the farmers of the state in expanding their export horizons.

1.1.1: Horticulture

Horticulture is gaining and growing in considerable importance in the current development scenario at both domestic and international levels. In order to promote healthy growth of horticulture and its value added industries on a national level and scale, the National Horticulture Mission, National Horticultural board along with various State Horticultural Missions have drawn up schemes and plans to support the horticulture sector. Karnataka has been traditionally strong in horticulture and is among the top

8 producers in the country. The Department of Horticulture has been rendering services and support for the development of the horticulture sector in the State implementing various schemes acting as a nodal organisation to promote schemes under the National Horticulture Mission and thus help in fully various knowledge and intellectual gaps. The schemes aim at brining considerable change and improvements to benefit all stake holders in the horticulture sector namely farmers, processors, traders, and exporters.

Recent trends show a significant shift towards horticulture, both in cultivated area and production. It is estimated that Horticulture accounts for 17% of the State’s Agriculture GDP. While the net cultivated area occupied is only about 14.44 %, the income accounts to about 40 per cent of combined agriculture sector. Karnataka has diverse agro-climatic zones and the State is second only to Rajasthan in terms of dry farming area. It is the 3rd largest producer of Fruits and 5th in terms of Vegetables, 3rd in floriculture and 1st in spices, medicinal and aromatic plants. Karnataka has the highest acreage under dry farming in the country, next only to Rajasthan, which creates a potential for less water demanding horticultural crops.

Several positives have emerged in the current horticultural scenario emerging from consumer oriented trends in appreciation of horticultural products such as fruits and vegetables; the government is simultaneously making significant efforts and strides in reducing the intensity of various weaknesses such as the cold chain initiative and effect development in several aspects that are synergetic and complementary. To serve the objectives, the Department of Horticulture has identified several key areas of importance that needs to be extensively developed to make a significant positive impact on the industry in order to effectively develop Karnataka into a ‘State of International competence’ in Horticulture.

1.1.2: Agriculture:

Agriculture is the predominant occupation of two third of working population for their livelihood. It is the major source of income for about three fourths of India’s populations who live in villages. Agriculture provides not only food but also raw materials for manufacturing industries like textiles, sugar, vegetable oil, jute and tobacco. Agriculture is not only an important occupation of the people, but also way of life, culture and custom.

Agriculture in India is one of the most important sectors in its economy. It accounts for 8.56% of India’s exports. About 43% of India’s geographical area is used for agriculture activity. It is the second largest producer of Wheat, rice, sugar, ground nut and inland fish. About 70% population of the India is directly dependent on agriculture. India is the third largest producer of tobacco.

Karnataka has got a topography that is highly suitable for agricultural activities. Agriculture is one of the main occupation of the people of Karnataka. About 12.31 million hectares of land, including 64.6% of the total area, is used for agriculture in Karnataka. In fact, agriculture is so important in Karnataka that we find 3 agricultural seasons namely Kharif (April to Sept.), Rabi (Oct. to Dec.) and Summer (Jan. to March).

Some of the important crops that form the basis of agriculture in Karnataka are; Rice, Jawar, Maize, Pulses, Oil seeds, Cotton, Sugar cane, Coffee, Tobacco etc. Karnataka is the largest producer of coffee in India and accounts for 59% of the country’s coffee production. It is grown mostly in the lower slopes of Western Ghats in Kodagu districts. Karnataka is also producer of sandalwood based products like perfumes. Sandalwood comes from the dense forest areas of southern Karnataka.

1.1.3: Fisheries

9 Fisheries sector is also playing a vital role in provision of employment, meeting of domestic fish consumption and earning of foreign exchange. More than 200 million people world wide are fish workers, which is just under 3% of the global agricultural labour force. Over 90% live in the developing countries, working in small scale, house hold based are artisanal fishing enterprises. More than 50% of fish production is traded internationally, with a net flow from developing and developed countries.

Karnataka has a costal line stretching over 300 km and 5,30 laksh HA of inland waters with resources about 27,000 sqkm. The presence of back waters provide opportunities for shrimp farming. The state has a rich maritime heritage and fishing has been an important activity over the years. About 7 Lakh people are engaged in fishing with about 70% of them in inland fishing.

Fish production originates in two sources namely inland fishery and marine fishery. Marine exports have been an important source of foreign exchange earning. The total fish production is estimated at about 3.1 Lakh tons for 2006-2007 and expected to grow at about 5-6%.

1.1.4: Animal Husbandry

A large number of farmers in India depend on animal husbandry for their livelihood. In addition to supply milk, meat, eggs, animals, mainly bulleks are the major source of power for both farmers and drayers. Thus animal husbandry plays an important role in the rural economy. The contribution of animal husbandry sector to the economy is substantial in terms of creation of value addition, provision of employment and earning foreign exchange. Animal husbandry activities are important both as principal activity, subsidiary activity along with agriculture.

Development of animal husbandry is envisaged as an integral part of the sound system of diversified agriculture. Emphasis will be laid on mixed farming, a system in which crop production and animal husbandry are dovetailed for efficient and economic utilisation of land, labour and capital. The integration of farming with animal husbandry is essential for the further utilisation of farm by – products, maintenance of soil fertility, incurring employment of agriculturist throughout year and increase in rural incomes.

In view of growing urbanisation, rising percapita income and changing consumption pattern, sustained step- up in milk production is imperative. The primary milk producers co-operative societies procured milk to the extent of 1/3rd of the total milk production. These societies are able to stabilise the price of milk both in rural and urban areas and meet to the growing requirements of the consumers without giving rise to imbalance between the demand and supply of milk produced.

1.1.5: Sericulture

Among the developing countries, India enjoys a very favourable position for doubling the present status of silk production of 2969 tonnes owing to the low cost of labour. Sericulture is ideally suited for improving the rural economy of the country, as it is practiced as a subsidiary industry to agriculture. In the context of rural development, mulberry / sericulture served the social objectives like providing off-farm employment and preventing migration of rural people.

The salient features like higher yield due to technological advancements, better returns in the domestic as well as international markets for the silk and silk products and scope for the frequent cash accrual round the year as brought mulberry sericulture to a comparable level with other

10 agricultural cash crops grown in the similar agro-climatic condition. Sericulture, thus has become a highly remunerative agro based cottage industry.

Of the total production of 2969 tonnes of in India as much as 2445 tonnes is produced by the mulberry silkworms, Bombyx mori. Mulberry silk is extensively in the states of Karnataka, West Bengal and Jammu & Kashmir. About 85% of the country’s production is contributed by the Karnataka state.

Indian sericulture contributes 4 types of silk Mulberry, Tassar, Eri and Muga to the world of silk fabrics. Mulberry accounts for 90% of the total silk production in the country, thus it has assured prominent place in the Agri industrial activities. Nature of project

1.2.1: IATFC Overview

Of-late, in response to increasing awareness for nutritional security, consumption of protective foods such as fruits and vegetables has greatly increased resulting in adoption of integrated production processes. The aesthetic needs of the people are also creating and expanding the demands for flowers and their products leading to incredible boost for floriculture industry be traditional or hi tech.

The proposed International Agriculture Trade Fair Centre under the brand name ‘Greenlife International, Poojenahally’ would be established at Poojenahally horticulture farm in an area of 53 acres near the upcoming International Airport in Devanahally taluk of Bangalore Rural district.

The project would include development of necessary infrastructure for various activities that would provide long term support for development in an international environment.

1.2.2: Justification

The current scenario in Agriculture and allied sectors has laid the foundation for a several opportunities and new hopes towards a bright future for various stakeholder members, particularly, the farmers of the state. To promote marketing of Agriculture/ Horticulture commodities in domestic and export markets, several state/ national level agencies have started operating in the state during past few years, some of which are described as below:

 Horticulture Produces Co-operative and Marketing Society (HOPCOMS) - a co-operative body was established for marketing of fruits and vegetables in three districts of Bangalore (Urban), (Rural) and Kolar districts with turnover of 100 metric tones per day.  At the state level, an apex federal body namely Karnataka Horticulture Federation - (KHF) has been established to perform the activities similar to that of Karnataka Milk Federation- (KMF).  Raitha Santhe - an initiation by Karnataka State Agriculture Marketing Board towards marketing of fruits and vegetable at Yelahanka near Bangalore.  SAFAL fruits and vegetable auction market - a new initiative of the NDDB for collection, grading and distribution of fruits and vegetables to wholesale and retail markets.  Karnataka Agricultural Produce Processing and Export Corporation (KAPPEC) - an exclusive organization established in 1996 to promote the export of Agriculture, Horticulture and Floriculture produce.  International Flower Auction Centre, Bangalore (IFAB) - was established to facilitate the auctioning of commercial flowers for domestic and export markets.

11  The Government of Karnataka has organized an International Organic Mela in the year 2005-06 to draw the attention of National and International Traders about the potentials of Karnataka in the organic sector.  The Department of Horticulture in collaboration with APEDA has organized an International flower trade show - Flora 2005 an exhibition cum sale of flowers for the first time in South Asia.

Despite these developments, there is no single window access acting as a knowledge and resource networking interface such as producers to learn and procure all their required inputs and services in Karnataka. Similarly, there is no common platform for growers and buyers of both National and International level to meet and exchange business ideas and requirements, so that the Agricultural producers of Karnataka would get exposed to the intricacies of International Trade and generate better price for their produce.

In view of this, Government of Karnataka has proposed to establish an International Agriculture Trade Fair Centre in order to popularize production, processing, preservation and marketing of Karnataka’s Agriculture, Horticulture, Sericulture, Animal Husbandry and Fishery products both in domestic and export markets.

The International Agricultural trade Fair Centre shall be a major initiative serving all the Stakeholders of all Agriculture and allied activities across a wide platform of operations such as production, procurement, processing, value addition, packaging, exports, imports, marketing & promotion. While the primary focus of activities shall be on developing Karnataka, with the growing importance of Bangalore in the international arena and the strategic location of Poojenahalli being pivotal for the whole of South India, the centre will play a leading role in future towards development of Agriculture and allied activities in making Karnataka a globally competent centre for integrated Agricultural activities

Vision, Mission & objectives

1.3.1: Vision & Mission

While the initiate taken will have roots at the Karnataka State level, the Vision of the International Agricultural Trade Fair centre shall be to serve a boarder national interest. As of date, no such equivalent facility has been envisioned anywhere else in the nation and this shall be the first of its’ kind that make it a radical step towards national progress in achieving the goals of agriculture and horticulture missions of State and Nation.

It is notable that India’s agricultural productivity and sustainability has considerable scope for improvements. Given the global context in India’s economy and the growing role of other sectors as Information Technology, Financial services, Automotive etc, no stone should be left unturned towards a sector that gives livelihood to about 70% of the national population and also which form the backbone of our economy.

Our vision therefore is

“ to bring a radical transformation in the lives of those millions and likewise others who depend on Agriculture & Allied activities as producers, processors, traders or consumers by providing a sustainable & forthcoming proposal for creating and accessing knowledge,

12 developing networks & effectively marketing across national and international borders and eventually support them in pursuit of the State & Nation’s vision towards agricultural productivity, nutritional security & employment support”

While the vision aims to enhance the livelihood of those directly or indirectly dependant on Agriculture & Allied sectors, the location of Bangalore shall primarily be of interest to the Karnataka State stakeholders followed by interest from neighbouring States. Our mission for the international agricultural trade centre at Poojanahalli is to

“create a State of Art Centre for global competence in Agriculture & Allied activities at a strategic location of International significance by providing a single window platform that imbibe values of sustainable development & environment for international trade and business development activities as marketing, exchange & promotion opportunities, for providing awareness and access to State of art technologies & practices across food supply chain and for continuous training and development of skills and expertise.

1.3.2: Objectives

The general objectives aim at making Karnataka a global hub for Agriculture and allied activities by

 Providing single window platform for dissemination of information on Global trade and technological advances in the field of Agriculture, Horticulture, Animal Husbandry, Sericulture and Fisheries.  Providing linkages to the Agricultural producers of the state with rest of the world.  Creating world class facilities for producers and buyers to meet and exchange their ideas and requirements.  Creating learning models for improving production and productivity under farm sector with emphasis on natural resource conservation.  Creating state-of-the-art facilities to conduct international trade exhibitions involving producers and buyers.  Acting as business outsourcing centre for farmers and traders to gather information.  Acting as training cum capacity building centre for producers to adopt good Agricultural practices and traders to follow fair trade practices.

 Create global capabilities and also transfer local produce / programs to large scale development in India and abroad  Provide support to air export operations for high value products particularly floriculture  Strengthen symbiotic relationships between agriculture, horticulture and other allied areas such as animal husbandry, fisheries etc.  Provide a front window to the world for promoting India’s native, exotic and organic produce.

The development of International Agricultural Trade Fair Centre at Poojenahalli therefore shall fulfil several objectives and dreams leveraging the location advantage of Devananahlli airport, 13 and it can form a fulcrum for future development of not only Agriculture and allied sectors, but also a wide variety of other sectors that are directly or indirectly dependant on Agriculture. The centre shall also act as a launch podium for actively brining out the potential and significance of emerging sectors such as floriculture, organic horticultural produce, health and nutritional products.

14 Stakeholders & Beneficiary

The International Agricultural Trade Fair centre would benefit various diverse set of stakeholders as discussed below:

1.4.1: Karnataka Farmers and their cooperative associations.

The primary emphasis shall be to bring out various marketing opportunities for produce from Karnataka Farmers and producers.

 Agriculture trade fair is a step towards reaching agricultural knowledge and technology to the small holders (resource – poor – farmers) of the country.  This is a step towards establishing a location specific government model for the poor farmers in India.  It provides exposure to farmers about the latest agri input products, technologies, farming practices, government schemes, marketing and post harvest management.  Possibility to get information about state, trends and perspectives of the agricultural market.  It helps the growers to grow traditional varieties by adapting organic farming that will give them more profit.  It provides information about quality certification procedures, practices and related aspects among thousands farmers.

Various federations like the Karnataka Horticultural Federation, Dairy industries like Karnataka co-operative Milk Federation Ltd., Mother Dairy (KMF), Nilgiri Dairy Farm Ltd., Central Arecanut and Cocoa Marketing and Processing Co-operative Ltd can all benefit from the centre.

1.4.3: Agro produce processing industries

 The Agro Industries are those units which add value to agricultural products/residues, both food and non-food, by processing in to products which are marketable or usable or edible, or by improving storability or by providing link from farm to the market or a part thereof.  The Agro Based and Food Processing Industry in the State consist of Small, Medium and Large Scale Sector Units producing wide variety of products.  It provides the vital link between farm and industry which accelerates over all agricultural growth, adding value to the produce generating employment opportunities and ensuring assured income to the farmers.

1.4.4: Marketing boards

15  Can provide the information on commodity prices and demand in various markets etc. are made available, the farmers could plan in advance the crops to cultivate and decide the market to sell their produce in order get better returns.  Market boards will cater to the marketing needs of different crop growing farmers and traders.  They can also provide information of high quality commercial production, post harvest management, primary processing etc.

They can use the centre to both provide / source information and conduct marketing related activities through the center.

1.4.5: Exporters & importers

 It is a common platform for market requirements for both domestic and international.  It acts as a common window for both exporters and importers of horticulture/agriculture and its’ allied activities commodities as it facilitates providing market access information about the local (import) requirements and also requirements of various countries to export. Competence in market access will quality benefit exports.  It facilitates buyers and sellers relationship globally.  It provides present market demand, present availability of commodity, global price, quality parameters required by the particular country.  It helps the farmers (exporters) to compete in global trade and in international branding of horticulture produce.

16 OPERATIONAL & MANAGEMENT STRUCTURE

Organisational model

2.1.1: “GreenLife International” – a self sustaining entity

While the government under the banner of the society shall take charge of setting up the infrastructure, enough provisions shall be provided for the participation of private organisations by renting / leasing space to set up part of their promotion operations within the premises.

As a primary objective to provide welfare to the State and Nation, the Government has initiated this move to provide the necessary initial infrastructure and working capital support to help achieve a self sustainable model for Green life International.

Permanent setup investment (Govt)

Returns

Temporary setups (Private, PPP, services sponsors, rent, lease, royalty, commission etc.

In the long run, GREENLIFE INTERNATIONAL shall be a self sustainable & continuously developing society that can generate income by providing diversified services and simultaneously building capabilities for expanding to a wider range of business options that can meet long term requirements of agricultural stake holders

2.1.2: Revenue options It is planned that the centre shall be sustainable on the long run by generating through various options listed below:

1. Promotion through temporary and permanent exhibitions, display units, advertisements, demonstrations etc.

This shall be the primary motive of the trade fair centre where revenue planning shall constitute from promoting through international exposition organisations such as the CMP Information etc. which organises large trade shows. There would be an established marketing and business development function which would continuously strive to bring in large scale agro and food related expositions to be held in India. While these companies not only bring in the needed expertise to handle information, but also provide the network and access to several international and national sponsorship that would build a sustainable 17 revenue generation capacity of the exhibition. Opportunities would also be provided for several organisations to provide permanent exhibitions to promote at the vertex of airports.

2. Revenue for provision of services such as information, technical guidance, consultancy etc.

While the trade fair itself would act as an opportunity service business towards provision of information and consultancy would add significant value to various aspects of visitor requirements.

These would include

 Data, library and information services which shall be available on a wide range of agro – related topics businesses, on fee / subscription basis  Marketing advisory services for providing marketing information and strategic support for various producers, exporters, importers etc. based on a global platform  Technical and advisory services for development of project proposals, reports and other subject related requirements  Project Management services for development and support of projects executed with the support of various trades centre activities, such as incubation, pilot studies etc.  Various other tailored consultancy services for sectors and production divisions for horticulture, animal husbandry, food processing, organic farming, bio-fuels etc. 3. Income from business operations of PPP or private organisations:

These could include government and private organisations an opportunity to promote their produce through manned or non-manned (exhibit) based for advertising, demonstrations, marketing and certain cases selling of their products / services. A centralised business centre with spaces for several business offices would be provided which will form part of the revenue opportunity. Emerging segments such as floriculture would be given impetus so that organisations could setup continuous marketing and promoting bases. It is proposed that several major agro-food organisations would be given the opportunity to have a desk in the business centre. These organisations could also use other facilities of the centre for various activities such as conferences, seminars, meetings, trainings etc. which would give the opportunity to generate additional revenue.

4. Revenue from laboratory & related technical services:

These would provide support services for testing related to activities in Agriculture, food processing and allied industries. The primary emphasis shall be on to provide the basis laboratory support to several organisations particularly exporters, importers etc. to test the quality of produce, sample testing and also support for developmental activities.

5. Income from business incubation, pilot plant studies and research / development.

A fee applicable either on service basis or subject to returns shall be applicable. This would also act as a launch pad for several innovative business opportunities. While organisations would be allowed to setup development facilities, certain fee / royalty for development support would be charged. Entrepreneurship development would be key and successful enterprises would be required to reward for the support provided by the trade

18 centre. To this regard, the centre would also act as a medium / agent for provide open / closed innovation support.

6. Revenue from International Hostels and other boarding / lodging services

International hostels would be required to charge premium rates for visitors and those attending the conferences / exhibitions or other activities in the trade centre.

There would also be revenue for food and recreation stalls attached to the hostels.

Operational features

2.2.1: Information desk

Computerized information desk at the entrance of the centre will be established to provide information about different wings of the centre and their activities. The information desk could be equipped with globally available information in various forms such as books, CDs, videos and also have a subscription service which can be availed from various parts of the world. The primary facilities would be considered as below:

Library (paper back): These would be applicable for those who visit the trade centre. Books, references and industry related magazines would be available for those seeking on knowledge and information in industry related aspects in agriculture and allied areas. Sponsored library parts / shelves such as areas earmarked the University of Agricultural sciences etc. would provide scope for enhancing the scope of information available. Options will also be provided for sourcing from other libraries at basic fee to give a comprehensive access to its’ readership.

Library (electronic): These would be provided with access to electronic books and publications. Subscriptions and print will be based on chargeable basis for students, businesses etc. These would also include databases and information on global intellectual property etc.

Search Analyst:

For a service fee, search analysts could provide the needed information from both the libraries (paper back / electronic). Trained search professionals would initially be handling consolidated related queries and gradually move up to providing value added information

2.2.2: Crop showrooms:

These shall include simulated models mechanical or computerised systems for demonstrating agricultural and horticultural operation reflecting best practices in the industries, handling methods to prevent damage, safety and other precautionary measures in agricultural operations. In cases wherever applicable live demonstrations are permissible on both technical and regulatory grounds, specific to certain horticultural / agricultural products, opportunities shall be created for live exhibits. It is expected that live demonstrations shall greatly support the horticultural promoters.

Simulated demonstration models:

Simulated models can be generated out of graphics where live options cannot be provided. It is proposed that virtual crop exploration can be created using graphics which do not require live models and can fulfil the requirement of learning and exhibition purposes. These may be applicable to several crops which may experience practical difficulties in real time execution due to agro climatic or other

19 barriers. The figure shows a simulated model of the mummification process created by SGI and available at the British museum Such models could be used for non-live demonstrations.

Live demonstrations:

This would be undertaken in certain green houses and wherever agro climatic / other technical / regulatory requirements permit. While the region is most suitable for certain horticultural corps, efforts would be made to include a portfolio of best practices in horticulture as part of live demonstrations. The presence of the water body and declination in the land considered along the eastern part of the site provides options for certain live demonstrations.

2.2.3: Technical & Consultancy Cell

While the information desk would provide with the needed resourceful backing, a technical cell will be created at the centre with experts in the field of Agriculture, Horticulture, Animal Husbandry, Sericulture, Fisheries and International trade. They will be drawn on deputation from the concerned line Departments or out sourced from the pool of experts. Representatives from APEDA, NHB, KAPPEC, Seed Industries etc. will provide information to visiting farmers and business entrepreneurs daily. The technical cell will act as a single window agency in collection and delivery of all production, processing, packing information and knowledge support to producers visiting the centre day to day.

These services of technical consultancy would include

 Market research, strategy and management consulting  Technical consulting for product and process development  Supply chain, cold chain and logistics management consulting  Expert technical consulting for crops / varieties from production to consumption

2.2.4: Business Centre The business centre will provide the needed infrastructure and facilities for operating international level offices and shall be one of the main activities of the centre. Facilities for on site business with high speed internet connection, telephone and fax facilities and e-library will be provided at the cell. The cell will also be provided with interpretation and secretarial services through outsourcing. The cell will also be given the responsibility of updating and online announcement of the status of Global trade.

It is proposed that the business centre would provide space for about 50 companies with substantially supporting the revenue requirement of the centre for operations. The operational facilities of the business centre are integrated with the administration, banking and other professional service centres.

2.2.5: Exhibition pavilions

Exhibitions pavilions shall be to meet both temporary and permanent requirements

Temporary exhibitions: Large halls shall be provided with the provision for erecting temporary structures to accommodate various types of agricultural requirements. Several countries have provisions for conducting major shows and events (South of England show) with the aims of marketing, awareness, education and also entertainment.

20 These halls will also bring in large expos such as agricultural equipment fair, food ingredients expo, natural ingredients expo and other international agricultural trade fairs. Companies shall be given the opportunity to demonstrate / display their products, technologies etc.

Permanent exhibitions: Small Kiosks will be given to entrepreneurs also to exhibit and sell their special items for the knowledge of public and traders. These would be for products grown under different agro- climatic divisions, organic crops / products (similar to the Jiavik hall, at Lalbagh entrance), exotic fruits and vegetables, high yielding and special varieties, models for best practices in cultivation, harvesting etc.

2.2.6: Seasonal stalls

The will be open exhibition spaces to provision options for seasonal produce. A vacant space to put up temporary stalls for Rabi & Kharif Trade Fairs will be developed adjoining the main centre. Seasonal stalls shall be a boon for marketing short range crops; given the diversity of the Agro Climatic zones in Karnataka, seasonal stalls can play a crucial role is demonstrating the potential for agro-logistics in the State.

2.2.7: Convention / training centres

Multi purpose conventional centres of 2 numbers one each for 500 and 100 number audience capacities with modern audiovisual facilities will be established. These facilities will be made use for conducting conferences, seminars, workshops and interactions. In addition, a board room of 50 members’ capacity will be established to conduct meetings etc. All the conventional halls will be attached with lounge and planetary facilities.

The convention centre shall be provided on rental services for various companies to conduct their conferences / seminars etc. Quick and easy access to Bangalore airport will be an attraction for not only agri-business enterprises but also other industry sectors. The extra capacity in these centres can be very well utilised through daily rental arrangements at premium rates to other sectors so as to provide increased revenue, much needed for sustained operational requirements of the trade fair centre.

2.2.8: International Hostel

State of the art hostel facilities with 100 rooms for International delegates attending conferences, trade fairs etc will be established at the centre and will be given to guests on rental basis. Similarly another block with 50 rooms and dormitories will be established for low rent paying delegates. Both the blocks will be provided with kitchen and dining halls as per the requirements.

2.2.9: Business incubation & laboratory

These centres can provide opportunities for start-ups and small scale firms to set up their businesses and operate pilot plant projects, testing etc. A process development centre combined with essential laboratory facilities provided in common can act as a strong motivator for researchers / entrepreneurs with ideas to commercialise their ideas taking assistance of necessary support facilities.

While business centres have been setup in various technological and business universities, very less focus has been paid to the development of agri-food business. Companies / potential entrepreneurs with proven ideas and supported basic studies are expected to provide their business plans in the field of agri-food shall be provided with a launch pad for their operations starting

21 from application research to commercialisation of the ideas. Synergetic support from technical cells shall also be provided to strengthen by

 Support in business plan development with the help of the technical cell  Providing suitable technological solutions through expert guidance  Providing infrastructural support, such as laboratory, pilot plant etc,  Assistance in establishing backward and forward linkages  Providing information services through the information desk  Building of an effective monitoring mechanism in the implementation phase  Support in arranging of funds for growth by referring to various government development schemes such as NHM etc.

2.2.10: Environment management systems

All facilities created would look into eco-friendly management methods that would be adopted while looking at proper underground drainage, Lighting with solar power, sanitary & parking facilities that can be sustainable with minimal environmental degradation. Bio conservations units will be setup for

 Self contained effluent treatment systems,  Rain water harvesting,  Power cogeneration and regeneration and  Shared / synergetic resources for effective utilisation of energy and biodegradable materials.

The project has been conceived with considerable attention to environment. Included in the provisions as proposed by Mistry Architects are as below:

 Harvesting wind energy  Natural ventilation  Collecting solar heat and creative utilisation  Insulation and conservation  Guiding daylight / efficient use of natural energies  Photovoltaic integration, generation of solar power  Efficient structures and materials  Environmentally responsive designs

22 2.5.3: Net cash flow position.

FINANCIAL PROJECTIONS SHOWING POSITIVE CASH FLOW WHEN INITIAL INVESTEMENTS FOR INFRASTRUCTURE IS EXCLUDED Rs 12,00,00,000 TOTAL PROJECT & OPERATIONS COSTS TOTAL REVENUE NET CASH FLOW Rs 10,00,00,000

Rs 8,00,00,000

Rs 6,00,00,000

Rs 4,00,00,000

Rs 2,00,00,000

Rs 0 2008 2010 2012 2014 2016 2018 2020 2022 AS OF FINANCIAL YEAR ENDING

The cash flow projections shown demonstrates the capability of the International agricultural trade fair centre to generate its’ own revenue and be self-sustainable in the long run.

23