Vrindavan

• Any individual farmer or any Cooperative or any other Farmer Producer Organization, whether formal or informal (including SHGs), engaged in producing, processing and marketing of agro-based products is eligible to become a member of VAPCOL.
• Eligible members have to purchase minimum 10 equity shares of Rs. 100 each through formal share application.

• Develop market linkages and take up marketing of the fresh and processed produce of its members, particularly in markets not directly accessible to them individually
• Provide a common brand image for the produce
• Support members in accessing appropriate technology for value chain operations
• Assist members in obtaining professional inputs in technical and managerial areas
• Assist members in establishing facilities and infrastructure for value chain operations
• Take up capacity building of member organisations.

To help members establish themselves on a firm footing, and conduct operations profitably and smoothly, VAPCOL has undertaken a number of measures and innovative mechanisms:

Access to working capital:

VAPCOL has accessed a working-capital credit limit of Rs 50 million from NABARD under its Umbrella Programme for Natural Resource Management (UPNRM). The amount availed (Rs 1.95-Rs 3.50 million annually so far) is loaned further to members, for procurement of cashew nuts from farmers in their area. While VAPCOL gets the loan at an interest rate of 10% per annum, members get it at the rate of 12%.

Equitable profit distribution across a multiple commodity base:

To ensure that members get an equitable share in profit, according to the variable profits obtained from sale of different commodities, VAPCOL maintains commodity-wise partitioned records of procurement and sale. This enables fair and transparent calculation of commodity-wise profitability, and distribution of commodity-wise patronage bonus to members.

Equitable profit sharing among members at different stage in the value chain: Procurement of semi-processed produce by VAPCOL from its members at different stages in the value chain generates profits at VAPCOL in inverse proportion to the value of procurement.  Hence, VAPCOL introduced a more equitable system of calculating patronage bonus on the basis of a “rectified value” of procurement linked to profit accrual at VAPCOL.

Mechanism for managing assets given to unregistered members:

An innovative mechanism has been created for proper use of assets, such as machinery and implements, acquired for the benefit of unregistered members, through grants received by BAIF or its associate organizations. The assets and grants were transferred to VAPCOL’s account, with the grant (value of assets) treated as the unregistered members’ equity contribution. As this contribution could not be treated on par with paid-up equity, a category of Class B shares was created. Holders of these shares are entitled to dividend at a fixed percentage (1%). Beneficiary members were trained to manage and generate income by hiring out the machinery or implements. The members pay VAPCOL a service fee for use of the assets. The fee compensates for the depreciation loss VAPCOL suffers on account of the assets being on its books. Thus, a win-win situation has been legitimately created for all the entities concerned.

• Use of kiosks at VAPCOL branch offices to sell products directly to customers.
• Sales promotion through announcements on FM radio channels, and temporary (seasonal) call centers.
• Appointment of exclusive distributors for the Vrindavan
• Sale of corporate gift hampers in partnership with fair trade organizations; to use the fair trade tag, members underwent a rigorous certification process.
• Market linkages with online retail and large-format retail stores.

• Expanding the business portfolio of members (members in South Gujarat are already engaged in a range of business activities such as sale of cattle feed and construction materials; renting of godowns; aggregation and sale of grains and vegetables; sale of vermicomposting, etc.).
• Using technology to reduce the complexity of operations, improve efficiencies and manage more output.
• Exploring new markets & market channels
• Fine-tuning business strategies and plans.
• Obtaining expert inputs on financial systems and marketing.
• Exploring new avenues to access finance, to support above plans.

• Irrespective of their size or legal status (registered/unregistered), members get multiple benefits:
  • Access to appropriate distributor and retail markets.
  • Exploration of new marketing avenues like organized retail chains, corporate linkages, e-marketplaces, exhibitions, gift hampers, etc.
  • Access to finance.
  • Managerial support for smooth and efficient running of operations.
  • Market information and feedback.
  • Market linkages for direct selling.
• Under its developmental-services mandate, VAPCOL provides agri-extension services for proper maintenance of farms and adoption of good agriculture practices, so that yields improve and members get higher returns
• VAPCOL provides a legal umbrella to unregistered members, enabling them to get the benefit of various licensing and tax registrations.
• VAPCOL has also endeavored to provide members with professional expertise in the areas of food processing, finance, marketing or management, either through its own staff or external consultants.

• Vrindavan products are farm-fresh produce.
• Vrindavan Kesar and Alphonso Mangoes are organic and naturally ripened to provide natural taste to the end customers.
• Standard Product Processing and Quality Control ensures hygienic and quality products to the end customer.