Khunti Horticultural Co-operative Society

Easier access to the consumer market for small fruit and vegetable growers

The Indian consumer market is experiencing explosive growth. In order to profit from this, the Khunti Horticultural Co-operative Society has to adapt its strategy and improve its services for its members. Thanks to the advice given by SharePeople, its 3,200 members now have easier access to the consumer market.

About Khunti Horticultural Co-operative Society  

Small-scale female producers of fruit and vegetables have joined forces in this co-operative society in order to enjoy the advantages of this increase in scale. Together, their position is stronger in the competitive Indian economy. The co-operative aims to gain better access to the market, as well as higher prices.  

Business case

In order to profit from the rapidly growing Indian consumer market, the Khunti Horticultural Co-operative Society has to find a better connection with the retail market. The co-operative asks SharePeople to analyse the current organisation and to see how the future (member) growth can be facilitated, as well as how its services can be developed further. In addition to this, the co-operative requests SharePeople to come up with a strategy on how to approach the growing retail market.

Results

• Based on a stakeholder analysis, the SharePeople team advises the co-operative to implement concrete improvements in its internal organisation. An example of this advice is to make use of better means of transport (e.g. motorcycles). By implementing this change, the staff members are able to visit more locations every day, which means that fewer staff members are necessary and staff expenses remain within the limits in times of growth.
• A financial analysis made by the SharePeople team reveals which are the most profitable activities. Based on this analysis, the team formulates proposals on how to increase the margins in a safe and sensible way.
• The SharePeople team offers advice on how to improve services, such as micro credit, transportation and marketing. The co-operative takes the recommendations and the plan of action to heart and undertakes concrete steps. 
• The SharePeople team formulates a concrete plan of action on how to approach the retail market and prepares the foundations of a business plan for the coming years. The analysis methodologies adopted by SharePeople are useful and viable for the co-operative: they can use them to investigate their current method of working and, through this, map out their future strategy more effectively. Now it's also simpler to monitor and adjust the results of the co-operative. In addition, it helps members to become more aware of thinking and working in a more business-like manner.

Impact on the overseas partner 

• The co-operative has become aware of consumer behaviour, has gained a deeper understanding of marketing and is thinking in a more business-like manner.
• Together with the SharePeople team, the co-operative has laid a solid foundation for a good business plan, resulting in a considerable subsidy to realise its plan.
• The co-operative has allocated subsidy funds towards setting up new co-operatives. This ensures a better distribution of the staff over the various co-operatives and also a reduction in the overhead costs. The co-operative has purchased motorcycles to enable staff members to be more flexible.
• The co-operative is arranging medical insurance and life insurance for affiliated farmers. These insurances improve the quality of life for the farmers.

 

"It was interesting to analyse the whole co-operative. How to look at the same situation as always, but in a different way. Where are we now? What should we focus on? Working with these people has given us new ideas on how to analyse our business." Alak Kumar Jana, representative of the Khunti Horticulture Co-operative Society 

 

 

Impact on the European professionals

• Following the Developing Countries, Developing Leaders programme, SharePeople invited Alak Kumar Jana, the representative of the Khunti Horticultural Co-operative Society, for a counter visit to the Netherlands in order to gain further knowledge here:
  
• Alak became inspired by the operation of co-operatives in the Netherlands by discussing this with the Nationale Coöperatieve Raad (National Co-operative Council).
• Alak learned more about the operation of the Dutch supply chain during a visit to a company called FresQ.
• Alak's network of experts expanded and this meant that he was able to heighten and enhance his knowledge.
• The Dutch professionals indicated that they had learned a great deal about giving advice in different circumstances, about improvising and dealing flexibly with changes, as well as discovering their personal boundaries.

Impact on the European company 

By participating in this programme, the European companies were able to elaborate on their CSR policy.