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Domain Track: Agri Business Management

Domain Track: Agri Business Management

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The ABM program offered at CUTM, Paralakhemundi, is uniquely focused on the food and agribusiness sector, emphasizing business and economic analysis. The courses are specifically structured to equip students with the requisite knowledge, skills, and outlooks for agribusiness managerial and entrepreneurial decision-making and execution. About 60% of the total program duration is assigned to the field-work segment (FWS) for experiential and practice-oriented learning. In the FWS of the program, students get opportunities to apply their classroom learning and sharpen their creative ability to solve problems in real-world scenarios.

Track Total Credits ( T-P-P) 2-0-21

Course Divisions:

  • CUAB2320 Agri Food Markets and Value Chain Analysis (1-0-2)
  • CUAB2321 Agri Input Marketing (1-0-2)
  • CUAB2322 Rural Haat and Market Analysis (0-0-2)
  • CUAB2323 Community Owned and Managed Agri Businesses (0-0-2)
  • CUAB2324 Agri Warehouse Management (0-0-2)
  • CUAB2325 Sales and Distribution of Agrifood Products (Internship at LMDC) (0-0-11)

Domain Track Objectives:

  • The domain aims to support the learners with the requisite knowledge, skills and attitudes for managerial and entrepreneurial decision making and implementation in the unique context of agribusiness
  • The course will help in grooming students to make a career in the agri- business industry.
  • The domain aims to support the learners with the requisite knowledge, skills and attitudes for managerial and entrepreneurial decision making and implementation in the unique context of agribusiness
  • The course will help in grooming students to make a career in the agri- business industry.
  • Give a perspective of the agribusiness sector, its dynamics, complexities, and challenges
  • Understand the concepts in subject areas of relevance
  • Acquire requisite knowledge and skills for managerial and entrepreneurial decision making
  • Prepare students for flourishing careers in agribusiness

Domain Track Learning Outcomes:

  • Understand the specifics of Agribusiness management
  • Decision-making abilities
  • Capacity for critical thinking
  • Demonstrate selling and promotion of agriculture product/services
  • Ability to develop collaborative and professional relationships
  • Improve Oral and written communication
  • Prepare students for careers in Agribusiness

Career Scope:

  • Agricultural Technology Companies (DEHAAT, CROPIN)
  • Agricultural Value Chain Aggregators (ARYA, SAMUNNATI)
  • Agricultural Consulting Companies (KPMG, BASIX)
  • Market Research Companies (CRISIL, ICRA)
  • Commodity Research Companies (TRANSGRAPH, KUNVARJI)
  • Commodity Trading Companies (MCX, NCDEX)
  • Collateral Management Companies (NCML, NEML)
  • Non-Banking Financial Companies (MFSL, CHOLA)
  • Agricultural Input Companies (RALLIS, ADVENTZ, IFFCO, KRIBHCO)
  • Farm Equipment Manufacturers (M&M, JOHN DEERE)
  • Livelihood Consulting Companies (JEEVIKA, ALC INDIA)
  • Dairy Cooperatives (AMUL, OMFED)
  • Retail (RELIANCE, DMART)
  • Micro-irrigation companies (JAIN, PREMIER)
  • Education and Research (CUTM, IARI)

Domain Syllabus:

Course-1:CUAB2320 Agri Food Markets and Value Chain analysis (1-0-2)

Agri food Markets-an Introduction, Agribusiness market dynamics – characteristics of  agri-food markets, role of external factors that play on agri-food markets,  key  elements of  supply and demand and understand the basic characteristics of supply  and demand curves.  Role for the consumer - Role the consumer plays in the food system.Characterizing the Agri-business Value Chain ( volatality, Complexity and scrutiny) . Factors affecting the Indian Agri food value chain, value chain model, Value chain design  Implications for Stakeholders (Input companies, farmers, traders, food  companies, retailers, Consumers)

Course-2:CUAB2321 Agri Input Marketing (1-0-2)

Agricultural input marketing – meaning and importance; Agricultural Inputs and their types – farm and nonfarm, role of cooperative, public and private sectors in agri- input marketing. Importance of seed input; Types of seeds- hybrid, high yielding and  quality seeds; Demand and supply of seeds; Seed marketing channels, pricing, export import of seeds; Role of National Seed Corporation and State Seed Corporation. Chemical Fertilizers- Production, export-import, supply of chemical fertilizers, Demand/consumption, Prices and pricing policy; subsidy on fertilizers; marketing system – marketing channels, problems in distribution; Role of IFFCO  and KRIBCO in fertilizer  marketing, Plant Protection    Chemicals- Production, export/import, consumption, marketing system – marketing channels,  Farm Machinery- Production, supply, demand, Marketing and distribution  channels of farm machines; Agro- industries Corporation and marketing of farm machines /implements/Equipments.

Course-3: CUAB2322Rural Haat and Market Analysis (0-0-2)

Location and size of the rural haat, Spatial and Functional analysis of Rural Haat, Buyers and Sellers, Money spin, Market matrix

Course-4:CUAB2323 Community Owned and Managed Agri-Businesses (0-0-2)

Introduction to FPO, Objective and activities. Cases of successful FPOs in India and abroad. FPO registration (as Cooperative society, as non profit society, as Trust and as a company). Business Planning for FPOs. Financial Management, Governance of FPOs, Policy level support to FPOs.

Course-5:CUAB2324 Agri Warehouse Management (0-0-2)

Agri Warehouse Functions, Agri warehousing operations, Agri Warehouse Inventory Management, Agri warehouse storage and material handling, Agri Warehouse Management Systems, Agri warehouse costing (Categories of warehouse costs, Managing labour expenses, The importance of slotting),  Agri warehouse manager Roles, Safety and Health in Agri warehouses

Course-6:CUAB2325 Sales and Distribution of Agrifood Products (0-0-11)

The student will undergo an Immersion with LMDC to gain hands on experience of sales and distribution for agri produces. The immersion will help in learning, Salesmanship Meaning, scope, importance and limitations; prospecting; process of selling; focus on customer satisfaction and building seller customer relationship, Sales Force Management, recruitment and selection; training, motivation, compensation; appraisal of performance and promotion; direction and control of sales force, Sales Territories and Quotas Establishing territories; assigning territories; reasons for selling and using quotas;types of quotas and quota selling procedures; administering the quota system Sales  Promotion Techniques: Consumer oriented techniques; salesman oriented techniques dealer oriented techniques, government department oriented techniques

Session Plan for the Entire Domain:

Course 1- Agri-Food Markets and Value Chain Analysis
Session 1.1
Session 1.2
Session 1.3
Session 1.4
Session 1.5
  • Key Elements of Supply and Demand in Value Chains
  • Video Link...
Session 1.6
Session 1.7
Session 1.8
Session 1.9
Session 1.10
Course 2. Agri Input Marketing

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Our Main Teachers

Dr. Kakani has a PhD in Food Science and Technology, an MS (Food Science and Technology) with emphasis on food microbiology, and MAB (Master in Agribusiness Management) from Texas A&M University, College Station, USA. She holds a bachelor’s degree in Agricultural Sciences from Acharya NG Ranga Agricultural University, Hyderabad. She specializes in the area of […]

Qualification –Msc (Ag), MBA (Marketing Mgmt), Executive Program in Financial Mgmt Area of Specialization –Marketing of Agricultural Inputs, Agribusiness Banking, Retail Banking, Rural Marketing, Portfolio Management, Business Development, SME Finance, Private Banking Research interests – Personal Finance, Financial Inclusion, Smallholder Agriculture, Agriculture Credit and Microenterprise Development

Qualification – PhD Area of Specialization – Rural marketing and Enterprise development Research interests – Rural marketing and Enterprise development

Qualification –Msc (Ag), PhD Area of Specialization – Community based Agribusinesses, Technical Lead – Centre for Agrarian Studies, NIRD&PR, Microfinance, Rural Development Officer Research interests – Agribusiness, FPO’s and Value Chain Development, Global consultant to World Vision International – Involved in Projects in Afghanistan, Pakistan, Thailand, Bangladesh, Mongolia