University Report: Business Research Methodology of Joh Organics

This report, focusing on Joh Organics, a proposed organic food manufacturing enterprise in Punjab, India, provides a comprehensive analysis of the state's agricultural potential. It highlights Punjab's favorable conditions for organic farming, including fertile land and irrigation facilities, and discusses the scope of organic farming in India and specifically in Punjab. The report examines techniques to increase productivity and soil sustainability, contrasting them with harmful chemical practices. It also addresses the sustainability of the organic business, potential risks, and governmental policies that promote organic farming. The report concludes by emphasizing the crucial factors impacting the organic manufacturing sector and aims to promote Punjab as an ideal location for organic agriculture. The report covers the business model, sourcing processes, and the company’s expectations for growth in Punjab. The report also discusses the impact of modern agricultural techniques on organic farming and the importance of sustainable practices. This report is a valuable resource for understanding the benefits of organic farming and the potential of Punjab as a hub for organic agriculture.

Running head: BUSINESS RESEARCH METHODOLOGY OF JOH ORGANICS
BUSINESS RESEARCH METHODOLOGY OF JOH ORGANICS
Name of the Student:
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Executive Summary
The Joh Organics enterprise is expected to set up its organic product-manufacturing sector in
Punjab, India. This report analyzes the state of Punjab and reports the advantages of this state
relating to agriculture. The report highlights on the irrigation facilities and suitable environment
of Punjab and states how the state is an excellent choice for agriculture. The report also states the
scope of organic farming in India and particularly Punjab. The report also mentions the
beneficial techniques used by farmers to increase productivity while maintaining soil
sustainability. These techniques are much better than using harmful chemicals and pesticides.
The report finally concludes by stating the important factors that affect the organic
manufacturing sector and the governmental laws in place that promotes organic farming. The
aim of the report is to show the benefits of organic farming and to promote Punjab as a state
completely fit for organic agriculture.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
1. Natural farms and organic farming.......................................................................................4
2. Modern agricultural techniques affecting organic farming..................................................5
3. Is organic business sustainable?.............................................................................................6
Research objectives:....................................................................................................................7
Conclusion:......................................................................................................................................9
References:....................................................................................................................................11

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Introduction
In the last few years, the government of India has brought up some new policies to promote the
growth of organic food market in India. These measures adopted are expected to increase the
investment done in the organic food manufacturing section and create employment. The response
to these initiatives have been positive as many Indian entrepreneur especially from Punjab has
shown interest and started some startups in this field. Many major food manufacturing
corporations and farmers have diversified their business to include organic food production.
India’s trade and particularly Punjab’s in organic products have also increased. This sudden
change and shift to organic produce can be attributed to the growing awareness about
environmental protection, the effect of harmful chemicals on soil, sustainable agricultural
practices and human health. The use of harmful chemicals in agriculture has resulted in
spreading of diseases among people consuming the food. Organic food is produced without the
use of fertilizers or chemicals thus it is totally pollution free. It is considered very healthy to
consume organically grown food. The organic food may include naturally grown fruits and
vegetables. These products are free from synthetic food additives and industrial solvents. In this
report, we will discuss about the goals of Joh Organics, which is a proposed agricultural
enterprise located in Punjab, India. The report will cover the reasons for their entry into the
organic food sector. It will also discuss their business models, sourcing process, risks perceived
and their expectations from the government. This report will also highlight on the expectation of
Joh Organic about the growth of their enterprise in Punjab.

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Discussion
The Joh Organics is a proposed company, which will focus on producing organic food for the
80% agriculturally depended population of Punjab. The company will try to tap into the
agriculture production potential of the Indian state of Punjab. Punjab is known for its food
production capability around the world. It played a very important role in India’s green
revolution (Conway, 2019) where India’s food production doubled over a period of few years.
The state has huge number of farmers and the agriculture is one of the main revenue generators
for the state. Punjab generally leads in the production of wheat and rice in India. The state of
Punjab is also famous for its production of cotton, sugarcane, barley, maize and fruit. There is
emerging a huge demand nowadays for the organic variety of these products. Joh Organics see
Punjab as a state of tremendous potential. The land is very fertile and can be used to grow a
variety of crops without the use of fertilizers or pesticides. In India, the conventional method of
irrigation was organic but during green revolution, the need to increase India’s food production
led to the excessive use of fertilizers and pesticides. This led to the rapid degradation of the soil
and also affected the farmers health. These chemical fertilizers though increases the food
production but also destroys the fertile soil and causes diseases among people consuming them.
The following sections will discuss the main aspects of organic farming.
1. Natural farms and organic farming
India is ranked ninth among countries when measuring land sizes available for organic farming.
It has around 1.2 million hectares available for organic farming (Sahu et al, 2017). The world is
increasingly shifting toward organic food products. This had led to a huge demand for organic
food produce. The Indian organic food market is also growing. The demand for organic food
among health conscious people is increasing day by day. This increase in demand is causing a

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need for supplying organic food. The soil of Punjab and India as a whole is very fertile. Due to
the presence of so many rivers and minerals in the soil, the food production capacity is huge for
India. Punjab is known as the land of five rivers. The presence of these rivers increases the
fertility of the soil. The natural farmlands in Punjab has an advantage due to the fertile soil. This
eliminates the need to use fertilizers and hence leads to the production of naturally organic fruits
and vegetables. The number of organic food producers is highest in India among the world. This
is due to the traditional farming practices still used by farmers in India. The destiny of organic
farming in Punjab is very bright as the state has a combination of very fertile soil and an
environment suitable for production and consumption of homegrown organic products.
2. Modern agricultural techniques affecting organic farming
There are many techniques involved in organic farming. These techniques can be grouped into
two categories. The first category will include the helpful techniques that can increase or
improve organic farming (Kahl et al., 2016). The second category will detail about the negative
techniques used today that can hamper the organic farming practice.
The following section highlights on the techniques that can improve organic farming:
1. Bio dynamics
2. Composting agriculture
3. Crop rotation and Polyculture
4. Living fence
5. Natural pest and weed control
6. Effective microorganisms
7. Diversity and productivity on the farm
8. Integration of production systems

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9. Mulching, green manuring and cover cropping
10. Multipurpose trees
11. Permaculture
12. Reduced or no tillage
13. Vermicomposting
14. System of Rice Intensification (SRI)
15. Microbial fertilizers
16. Indigenous or homemade seeds
The following section includes all the negative techniques that can harm organic farming:
1. The use of modern fertilizers harms the soil by destroying nutrients beneficial for food
production.
2. The chemical pesticides used in today’s market harms the important beneficial insects
that help in enriching the soil.
3. The use of excessive machineries destroy the texture of the soil and natural layering.
Thus using such techniques not only harm our soil but also results in permanent destruction of
irrigation area. The use of favorable natural techniques increases soil fertility and longevity.
3. Is organic business sustainable?
Organic business is quite sustainable in the future as the demand for organic business is expected
to grow in the future (Nuttavuthisit & Thøgersen, 2017). The companies involved in organic
farming are increasing their capacity to accommodate more customers. In Punjab, farm sizes
vary from small to medium size enterprise. The small companies mainly deal with groups of
individual farmers comprising of fifty to hundred farmers. The medium or major sized

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companies source their materials from anywhere between five hundred to five thousand farmers.
A group of five thousand farmers can produce huge amount of organic food. However,
considering the size of Punjab and India, even such amounts would not meet the demand for
organic food. So, the companies need to either self-produce their own products or outsource their
farming to more organic homegrown farmers. The number of farmers in Punjab is in excess of
the requirement for Joh Organics. The fertile land available for agriculture is also plentiful in
Punjab. The water and mineral source needed for growing organic crops is available abundantly.
The state itself is known for having five major rivers flowing through it. Also a state whose 80%
people are directly involved in agriculture, the potential for agricultural or organic business is
huge here.
Research objectives:
1. Techniques and assets involved in Punjab agriculture:
Punjab can be divided into five agriculture zones. The state has a suitable environment for
agriculture. The state has alluvial rich and fertile plains covering fifty five percent of the state’s
land area (Sharma, Singh & Sikka, 2015). The state receives plenty of rainfall and sunny days.
Water, one of the most important assets of agriculture is available everywhere in Punjab. Hence,
Punjab has all the resources or assets needed for agriculture and organic food production. The
techniques involved in Punjab agriculture is predominantly organic though after the advent of
green revolution the use of chemical fertilizers and pesticides has increased significantly.
2. Scope of organic product in Punjab:
Punjab is a state where almost all houses believe in self-growing vegetables and fruits in their
homes. The state has a huge population dedicated to eating healthy food and the scope of selling

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organic crops is high here. The main aspect of Punjab is that it has a tremendous capacity of
producing organic foods that can be exported to other countries where demand for organic food
is high. The farmers in Punjab have a high production capacity each due to the fertile soil and
advanced irrigation techniques available. This combined with proper training provided by a
company like Joh Organics who specialize in organic food productions, increases the production
value and quality of organic products. This product now can be exported to other countries
having high demand for them. India as a nation has the infrastructure to sustain the export of
such products.
3. Elements affecting organic agriculture manufacturing
The factors that affect organic agriculture are relative product prices, income growth,
environmental factors and harmful food effects. The food produced using chemicals may result
in harmful diseases after consuming them (Lee & Yun, 2015). It is increasingly being reported
where people are being hospitalized after consuming adulterated food products (Mie et al.,
2017). Thus, people are shifting toward organic products in order to lead a safer and healthy life
(Hughner et al., 2007). The local organic market plays a very important role here in delivering
such products. These market take up a considerable share of the organic food market. The cost of
organic food is quite high when exported (Rani & Singhla, 2019). The exporting methods are
quite expensive as they involve lot of transportation and packaging work (Banerjee & Sharma,
2016). The income levels in such areas is an important factor that decides that whether people
will buy imported organic products or not. The environmental factor is also important as people
look for healthy food products in high pollution zones to improve their lifestyles (Basha et al.,
2015). Advertising also plays a crucial role in informing people about the products available in
the market. This further increase the cost of these products.

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4. Environmental factors effect on manufacturing
Organic food manufacturing involves farming of these products over a period of time. A product
like a vegetable is depended on various factors while farming. It needs proper nutrient rich soil,
water resources, substantial rainfall, proper temperature and appropriate season to give a perfect
product. The season varies from product to product. Some crops grow well in winter and some
grow well in summer. The water source also plays an important role as all major crops need a
continuous supply of water to grow (Misra & Singh, 2016). The temperature is also crucial as
extreme cold or extreme hot may lead to destruction of the crop. The last most important factor is
the soil quality. The better the soil quality, the better the product outcome.
5. Competitors in organic business in Punjab:
In Punjab, the organic business is not that competitive as the majority of the companies there are
small-scale enterprises involving a group of local farmers (Kaur & Randhawa, 2017). A few
companies are there who involve more than five thousand farmers but these companies are
limited to only one or two crops. Local individual farmers who produce and sell their crops
locally handle the major part of the business (Hilmi, 2018).
6. Government policies involved:
The Indian government’s organic manufacturing guidelines is covered by the National Program
for Organic Production. The aim of this strategy is to increase sustainable agriculture, promote
environmental conservation, reduce the use of fertilizers and pesticides (Gregory et al., 2017)
and increase the exportation of products and development of rural areas. This also includes
incentives for the entrepreneurs starting organic farming companies.

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Conclusion:
In conclusion, the report states the current scenario of organic manufacturing in India and
particularly in Punjab. Joh Organics is starting to set up their organic farming enterprise in
Punjab. The report states why Punjab is a perfect choice for the company and highlights on the
advantages Punjab has to offer like water resources and fertile soil. The report also highlights the
factors that affect organic farming in general and how it can be improved even further. The
report also discusses on the important techniques associated with organic farming and highlights
the scope of organic farming in Punjab and India. The scope includes the current market need,
the resources available for agriculture and the economic growth of the country. Overall, the need
to live a healthy lifestyle and improve quality of life people are moving toward organic food
products these days. This has resulted in a massive demand for organic food and a huge scope for
the growth of organic food market.

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References:
Banerjee, R., & Sharma, M. (2018). Opportunities and Challenges in Marketing of Organic Food
Products in Uttarkhand. Journal of Global Economy, 14(4), 11-20.
Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015). Consumers
attitude towards organic food. Procedia Economics and Finance, 31, 444-452.
Conway, G. (2019). The doubly green revolution: food for all in the twenty-first century. Cornell
University Press.
Gregory, P. J., Wahbi, A., Adu-Gyamfi, J., Heiling, M., Gruber, R., Joy, E. J., & Broadley, M. R.
(2017). Approaches to reduce zinc and iron deficits in food systems. Global food security, 15, 1-
10.
Hilmi, M. (2018). Small-scale actors in agri-food value chains: How and why do they access the
services of agricultural mechanization hire enterprises. Middle East J, 7(4), 1217-1233.
Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic
food consumers? A compilation and review of why people purchase organic food. Journal of
Consumer Behaviour: An International Research Review, 6(2‐3), 94-110.
Kahl, J., Strassner, C., Hertwig, J., Gould, D., Bügel, S., Paoletti, F., & Lairon, D. (2016).
Learning from the organic food system as a model for sustainable food systems–the Organic
Food System Program. Sustainable value chains for sustainable food systems, 295.
Kaur, K., & Randhawa, G. (2017). Organizational Climate & Commitment: An Analysis of Food
Processing Industry of Punjab. Indian Journal of Industrial Relations, 53(2).