Passion fruit industry
Processing units
Manipur has two units (Exotic Juices & one new), Nagaland three units ( Lungnak -closed down , Fruit &Veg. processing unit -Dimapur -Privatized & new - Mokokchung) and Mizoram one unit (new) for processing passion fruit.
The juice drink "Pasip" manufactured by Exotic Juices Ltd from fruit grown and processed in Manipur, having a capacity of 1.5 million litres is marketed by EcoVerse. Pasip is being marketed in all the major cities of India and will soon be exported . Large scale passion fruit cultivation and setting up of a state of the art processing complex with latest process know-how was made possible with the much needed support from SFAC, NEDFI, APEDA, MOFPI, SBI and Exim Bank.
There is an immense potentiality of boosting passion fruit industry in NER of India based on the following strength of the region.
The region has all sets of climate and sufficient rainfall for growing a variety of Horticultural crops including passion fruit very successfully.
There is a great possibility of expanding its cultivation to the low and mid hill region for commercial scale production as there is still large tract of uncultivated land in the region.
Passion fruit in processed form like concentrates and RTS has tremendous scope of market both at national and international level because of its unique and excellent flavor and aroma.
Passion fruit and its different parts of plant having numerous medicinal properties has great scope for domestic and export market.
Passion fruit industry can bring about a much needed employment opportunity in the region with not only its cultivation but also with setting up of more processing and semi- processing units in the region.
Constraints
Lack of awareness
Passion fruit having a unique and excellent flavor and aroma has not reached to the majority of the people even within the country due to poor or lack of publicity. Most of the people have not come across this fruit and its processed product which otherwise would have definitely captured their attention and boost the industry in the region.
Poor market linkages
As in many of the Horticultural crops, passion fruit marketing both for fresh as well as processed or semi-processed products is also very weak and almost negligible except for the exotic juices which could manage an outlet in some parts of the country and is now in the process of export with the assistance of APEDA. Growers are apprehensive to expand the area under its cultivation without assured market of their produce. In a situation where there is no proper market channel, the growers will not expand the area under its cultivation which in turn will result in inadequate volume of raw materials for the processing industries.
Lack/inadequate processing units
There are only handful of processing units in the region. In fact, there is only one that is having the state of art facilities for juice extraction and making of concentrates of passion fruit. Some new units are coming up now in Mizoram, Nagaland and Manipur, however these are too meager to cater to the need. There are no semi processing units in the region as well which would otherwise ease the transportation cost of bulk quantities of fresh passion fruit.
Poor infrastructure facilities
Poor or inadequate storage facilities and poor road connectivity to the production site results in huge quantitative and qualitative post harvest losses in all parts of NER.
Low production and productivity
Despite the fact that passion fruit has a great potentiality in the region due to suitable climatic and soil conditions, the productivity and production is still very low which perhaps is a result of raising plantations with non- descriptive planting materials as well as poor crop husbandry This crop is noted for its instability and unpredictability in production. Besides, the crop is also susceptible to various diseases and pests.
Lack of post harvest management
Like for many of the Horticultural crops, post harvest management aspect of passion fruit is also not given due attention, thus resulting in loss of large quantity of the harvested produce and deterioration in quality of the produce.
Challenges & Strategies
Creating awareness /Publicity
In order to boost up the passion fruit industry in the region, the first and foremost step to be taken up is to create an awareness among the people and give wide publicity though different means. In this regard, the govt. may initiate some steps to link up the producers/ processors with the airlines and railways in order to have an assured supply chain. Some assistance may also be extended to the producers for advertising their products in T.V. and other mass media.
Developing market linkages
To encourage the growers to grow and produce more in order to get the volume of produce for the processing units, proper and assured market linkages needs to be developed. Govt. should create platform for linkages between the investors / business houses and the producers. Creation of proper market linkages would help in the passion fruit of this region to reach to the consumer in different parts of the country and abroad.
Marketing strategy for Passion Fruit
As the passion fruit is not cultivated commercially not only in region but also in the country, it will take some time to develop the market. However, it is difficult proposition for small farmers to invest into crop without assurance of markets. Therefore, integrated efforts are required from all the possible stakeholders e.g. farmers, government agencies, research institutions and other agencies involved in horticulture development in the region.
Formation of growers cooperative or growers' company can be viable alternate to develop the crop and make it a commercial success. A good successful example of growers' company is MAHAGRAP, Maharashtra based grape growers' association. At the time of introduction of export oriented cultivation of grapes, it was very difficult for the farmers to find markets. There were limited resources with farmers to get knowledge of export requirement, quality parameters, and prescribed practices for cultivation, storage and other post harvest activities. Enterprising farmers of Maharashtra took this challenge and cooperation was answer for this. Under the umbrella of MAHAGRAP, a few progressive farmers joined together. They explored the export markets on their own, got trained on various aspects and implanted the practices back home. Government agencies like APEDA also helped in this initiative by facilitating them in more than one way.
Passion fruit also require such initiative from the farmers to make it a successful crop. However, State governments at the regional level need to take initiatives in forming such group, training the farmers and handholding till these associations become commercially viable enterprises. At initial stage, it is possible that a few progressive farmers can be selected who have sufficient resource to make some investment and sustain the activities till the revenue generation starts.
Private sector can also play a crucial role by investing into post-harvest infrastructure, processing facilities and marketing. Government should explore the possible Public-Private Partnership models attracting private sector investment in enhancing marketability of Passion fruit.
Keeping in mind, the huge potentialities of the region and various bottlenecks that are hindering the growth of this industry in the region, a concentrated effort is much needed in creating awareness, strengthening /developing market linkages, strengthening of existing processing units and setting up of semi processing & processing units, post harvest management and creation of proper infrastructures and logistics. The above strategies if taken up would certainly boost the passion fruit industry in the region.
Setting up / strengthening of new /existing processing & semi- processing units
There is a need for upgrading and modifying the existing processing units and also set up at least one new processing unit with state of art facility in each state of the region and semi processing units for juice extraction at production sites. There can be a collection centre at the centre point where the producers can bring their produce of both fresh and semi processed products and the wholesaler / processors comes to collect the produce.
Creation of proper storage facilities
Creation of proper storage facilities (low cost storages & Cold stores) at production site, collection centre and at processing units will be vital for judicious utilization of the harvested produce and smooth running of the processing units.
Road connectivity
In most part of the region, transportation is the biggest hurdle for large scale crop production. The transportation cost is very high and this discourages the growers to expand area for more production as the return is not cost effective. In addition to this, Horticultural crops being highly perishable in nature require good transportation system. Road connectivity is very poor; this leads to huge post harvest losses and distress sale of the produce by the growers. Subsidy for domestic transportation needs to be given to the growers to encourage them to expand area under its cultivation and produce volume for making available the required raw materials for the processing units. The Agri /Horti link roads need to be given more emphasis so that the approach road reaches the bulk production site.
Developing package of practices through location specific trials
Even though the production level is good with congenial condition in the region, the productivity level needs to be improved by addressing some key production problems to harness the full potentials of growing area giving maximum benefit to the growers. Agriculture Universities and Research Institutes should be encouraged to develop package of practices based on the location specific trails.
Proper Post Harvest Management
Lot of awareness is needed for the growers about the importance of post harvest management especially with regards to the right stage of harvesting, post harvest treatments to enhance shelf life of fresh as well as semi processed products. Proper trainings need to be given to the extension functionaries, the growers, handlers and processors and facilities for various post harvest treatments need to be established.
Growing passion fruit is highly remunerative especially in hilly terrain whether northeast or south India. With more refinement in techniques involving accurate identification of nutritional disorders and re-orientation in site specific constraint based-fertilization programme, the heavy returns from passion fruit cultivation could be easily accomplished by bringing the desired improvisation in productivity level from the present scenario and simultaneously prolonging the longevity of productive life, from the present average life of only 3-4 years. While doing so, high density planting with fertigation should be an ultimate aim of production management in the years to come, in order to match with frontline passion fruit growing countries. A concentrated effort on the other hand is much needed in creating awareness, strengthening /developing market linkages, strengthening of existing processing units and setting up of semi processing & processing units , post harvest management and creation of proper infrastructures and logistics. The above strategies if taken up would certainly boost the passion fruit industry in the region.
Passion Fruit Industry in Kerala
There is immense potentiality of boosting passion fruit industry in Kerala. The region has all sets of climate and sufficient rainfall for growing a variety of Horticultural crops including passion fruit very successfully. There is a great possibility of expanding its cultivation to the low and mid lands of the state on a commercial scale. Passion fruit in processed form like concentrates and RTS has tremendous scope of market both at national and international level because of its unique and excellent flavor and aroma. Passion fruit and its different parts of plant having numerous medicinal properties has great scope for domestic and export market. Passion fruit industry can bring about a much needed employment opportunity in the region with not only its cultivation but also with setting up of more processing and semi-processing units in the state.
Growing passion fruit can be reasonably remunerative in Kerala. Identification of superior varieties and refinement in techniques involving accurate assessment of nutritional disorders and re-orientation in site specific constraint based-fertilization programme, the heavy returns from passion fruit cultivation could be easily accomplished by bringing the desired improvisation in productivity level from the present scenario and simultaneously prolonging the longevity of productive life, from the present average life of only 3-4 years. While doing so, high density planting with fertigation should be an ultimate aim of production management in the years to come, in order to match with frontline passion fruit growing countries. A concentrated effort on the other hand is much needed in creating awareness, developing market linkages and setting up of semi processing & large scale processing units, post harvest management and creation of proper infrastructure and logistics. The above strategies if taken up would certainly boost the passion fruit cultivation in the state.
Passion fruit is a highly suitable crop for small-scale farmers due to its nutritional and market value and short maturity period. However, its production is constrained by lack of suitable varieties, technical knowhow on crop cultivation, pests and diseases and relatively higher capital investments. Developing suitable varieties and agro-technology and enhancing participatory dissemination of agricultural technologies and information to the farming community with the overall aims of improving food security, reducing poverty and contributing to more sustainable natural resource management will go a long way in popularizing the crop. Developing various marketing channels and organized marketing will pave the way to commercial cultivation of the crop in Kerala. Further, group training is a suitable way of up-scaling technology dissemination to ensure technology adoption and sustainability. Growing and marketing of export quality passion fruit would play a big role in poverty alleviation through income generation, employment creation and health improvement.
Gap areas
Passion fruit production is constrained by lack of suitable varieties, technical knowhow on crop cultivation, pests and diseases and relatively higher capital investments. Passion fruit having a unique and excellent flavor and aroma has not reached to the majority of the people even within the country due to poor or lack of publicity. Most of the people have not come across this fruit and its processed product which otherwise would have definitely captured their attention and boost the industry in the state. As in many of the Horticultural crops, passion fruit marketing both for fresh as well as processed or semi-processed products is also very weak and almost negligible. Growers are apprehensive to expand the area under its cultivation without assured market for their produce which in turn will result in inadequate volume of raw materials for the processing industries. There are no semi processing units or the state of art facilities for juice extraction and making of concentrates of passion fruit in the state as well which would otherwise ease the transportation cost of bulk quantities of fresh passion fruit. Despite the fact that passion fruit has a great potentiality due to suitable climatic and soil conditions, the productivity and production is very low mainly due to lack of improved varieties. This perhaps is a result of raising plantations with non-descriptive planting materials as well as poor crop husbandry. This crop is noted for its instability and unpredictability in production. Besides, the crop is also susceptible to various diseases and pests. Like for many of the Horticultural crops, post harvest management aspect of passion fruit is also not given due attention, thus resulting in loss of large quantity of the harvested produce and deterioration in quality of the produce.