Summary

Jalapa Agriculture Garden Pvt. Ltd. is a local producer of tomato along with other varieties of
vegetables. It serves only the local consumer market directly from its farm located at Gongabu,
Kathmandu. It will succeed in developing a profitable business through the use of two
competitive advantage, quality and flexibility. As the quality is based on the flexibility of small
local grower it will allow Jalapa to exploit the opportunity in the current market.
As the local farmers cannot produce enough varieties of vegetables to meet the local demand,
therefore, the founder and the owner, Mr. Ram Kumar Baniya sees the market opportunities and
is prepared to seize it. The strong passion of Mr. Baniya combined with strong family
background will propel the business into profitability.

Introduction
Jalapa Agriculture Development Garden P. Ltd. was commenced on 1 st January 2012 and was
registered in the preceding month as a sole proprietorship private organization. With initial
investment of 60 lakhs in the tomato farming, Jalapa is into numerous phase of the project and
has already invested in varieties of vegetable farming that has spread in 25 ropanies of land.
There are around 13-15 people employed in the farm and are earning their living. The farm hires
mostly unskilled people (especially female) and trains them as per requirement. On the part of
Mr. Ram, he himself looks after every department of the organization. The firm has been
providing wages and salaries for the employees ranges from 1,50,000 to 1,60,000. The wages
and salaries expenses for employees reach from 20-22 lakhs per year.
Born in an affluent family, Ram Kumar Baniya grew among best of the facilities. His family
owns lots of land in Kathmandu and in its outskirts. Besides that, Rams father is a contractor
who earns a fair amount of money to sustain a high standard living.

Educational Background:
After completion of high school, Mr. Baniya wanted to do build a farm of his own. As, his
interest led him to his vision on another direction he dropped out university education.
Inspiration:
While he was in Pune for education, he saw a lady planting vegetable on a bare land as a part of
her project. The creative conversion of an unused land to something of economic importance
made Mr. Baniya remember his own lands that were not used optimally. So, with a vow to do
something in my own country he returned back to Nepal.
Dream

To bring entrepreneurial approach in agriculture industry of Nepal.

To encourage Nepalese farmer to reach the worlds market.

Starting Point
Agriculture is the main entrepreneurial activity that Ram is primarily involved in. In agriculture,
vegetable farming is his field. Before actually starting the tomato farming business, Ram did
research on different vegetable products that he can grow on the type of soil his land have. He
visited almost all the farms in Kathmandu and got information about the various vegetables that
are being grown by farmers. He learned about the production process of different vegetables. In
addition to all this, he collected information about market structure and price of vegetables.
Finally, Ram decided to go for tomato farming because of good market for tomato throughout a
year as compared to any other products. Moreover, the price of tomato which is always on higher
side gave him the push to start the farming. Above all, availability of good seeds which lead to
higher production played the crucial role for Ram choosing to produce tomato as the major
product of our farm. So, tomato farming was the first venture Ram decided to start.

Objective of the study

To learn about organization involved in farming industry.

To know about the current performance of the Jalapa Agriculture Development Garden

Pvt. Ltd.
To know the market situation of agriculture product.

Marketing Objectives

To maintain positive, steady growth each month.

To increase new customers who will be turned into long term loyal customers.
To generate the brand equity at the farmers market as well as within the commercial
industry market.

Situational Analysis.
Entrepreneurship in Nepal is still in nascent phase. Yes, there are very few innovative ideas that
are being carried out.
In current situation, the vegetables supply and production chains control the purchase of fresh
vegetables. With this trend in mind, Jalapa Agriculture will also concentrate on wholesale live
vegetable markets that sell produce, fresh farmers' markets, and export to neighboring states and
international markets.
SWOT Analysis
Strengths

No chemicals used
Availability of own land, labor and capital
Modern approach of farming
Enough production capacity
Training provided to unskilled workers

Weaknesses

Unorganized Market
No permanent staffs.
Low skilled manpower
Work overload during seasons.
Perishable products
No division of departments
Lack of technical assistance

Opportunities

Expand operations to include planting and harvesting crops

Expanding international level Market
Developing organized market
Agricultural education
Advancement of technology

Threats

Government policy
Patent right issue
Lack of expertise for consultation at problems
Individualistic concepts in agro-business among Nepalese farmers
Limited market
Raising individual farmers.

Company Ownership
Jalapa Agriculture Garden Pvt. Ltd. is owned by Mr. Ram Kumar Baniya who himself actively
looks after the business as a whole.
Start-up Summary
The company is seeking to raise investment for the purpose of financing the acquisition of the
vegetables farm, facilities modifications, multi-spans and equipment, and funding operating
expenses.
Facilities
The operation will utilize:

Large greenhouses enclosing the vegetable area,

Irrigation, fertilization, temperature control and water treatment devices, and

Business office building

An additional portion of the operation will be the growing of instant lawn. Local landscape
operations have trouble with meeting the demands of instant supply, and the company has
recognized the need in the market. The company plans to supply tomatoes all over Nepal with
impression of being top quality.

Industry Analysis
The tomato industry is still raising market in the Nepalese market, in terms of research and
the number of completely developed farms. The biggest negative is the start-up costs to erect
a fully state-of-the-art project. Therefore, if a project is going to be developed, two major
factors need to be taken into account.

Selected Markets. Due to high quality, tomato farming must be sold retail outlets, etc. to
retrieve highest price.

Project size. The project must be able to supply produce all year round; if not, retail
outlets will not be interested.

The company is still small, and therefore a project of this magnitude will create interest
among all the major outlet agro-markets.
Competition and Buying Patterns
Jalapa Agriculture Pvt. Ltd. aims to be the biggest growers of tomatoes in Nepal as a whole. At
present there are very few growers, minimizing the competition. The advantage of Jalapa on a
large scale is the availability to produce vegetables all year round in desirable quantities. This
immediately becomes a positive factor with major retail outlets and exporters.

Market Segmentation
For the purposes of this plan, we are focusing on supply to retail outlets and shops within 45
miles of our location.

Target Market Segment Strategy

The target customers will include the major retail outlets and export markets for the

vegetables.
The target customers for instant lawn include the local consumers and customers within
Valley.