Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugaitLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy.

Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit, amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas.

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Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit, amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas.

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Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit, amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugaitLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy.

Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit, amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugaitLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy.

Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit, amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas.

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By now, budding urban farmers would have gathered enough information to know that microgreens are the best bet to get their foot in the door for this business. While we have covered the basics – the what, when, where and how of growing microgreens – there is still more research needed before one can introduce their product into the market. This is particularly true when it comes to defining the sales and marketing strategies.

But before we get into that aspect, it is always helpful to list out the resources needed in growing microgreens as a business enterprise.

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Initial Investment:

The initial investment to start a microgreens business in India is small.

Resources: As we’ve discusses in our previous blog- https://sustenance.co.in/how-to-grow-microgreens-in-india/ – Trays, Growing Racks, De- humidifiers and Office supplies will be a part of the initial investment. 

Fixed Expenses

Space: Although microgreens can be grown hydroponically, which saves a great deal of time and effort in terms of logistics, they do require adequate space- 500 to 750 sq.ft.- to grow properly. This space – whether it be a room or a piece of land – comes at a fixed, pre-determined cost each month.

Variable expenses

Labour: Growing microgreen crops does require proper, methodical care. Hiring labour when needed is always helpful, especially if it is someone with good knowledge of the steps to take in order to ensure a successful yield. As the business grows, the amount of labour may change, calling for more cost.

Electricity/water consumption- Microgreens require humidity and the correct amount of light. Installation of humidifiers and air conditioners will factor significantly in electricity bills. Water as well will have to be arranged in the urban farm, which may be another added expense.

Cost of growing Micro-greens: These include the cost of seeds, growing medium and the packaging cost. 

After sorting out the resources and expenses, comes the question of which microgreens to grow. This depends on two factors – the type of microgreen crop most suited to the farmer’s environment, and the potential market.

The types of microgreens have already been blogpost, along with their compatibility with different environments. To identify the potential market, lets list out the where microgreens are typically used, and who would be the likely buyers.

 

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Uses of Microgreen

To be able to sell microgreens, we should know its uses:

Gourmet cuisine– Some microgreen crops, like amaranth, basil and bok choi, aren’t something that are used in every day food. This provides the potential to get a bit creative and use them in some fine dining, restaurant-quality dishes.

Light bites- Microgreens go great with certain foods, like fruits and vegetables. They’re perfect to add some zing into simple dishes like salads and sandwiches, and to really elevate that quick lunchtime meal.

Healthy additions- Microgreen crops have many health benefits; they are a rich source of vitamins, minerals and antioxidants.

Vegan recipes- Veganism is a growing lifestyle, and while it does eliminate the use of certain food groups, it also makes room for more use of microgreens – which are organic and lend themselves well to vegan dishes.

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Who buys them? 

Hospitality sector- Hotels and restaurants are the first on the list of buyers. As we saw, microgreens are applicable in many cases, from fine dining to healthy lifestyles, and so there is a great market that can be explored here.

FMCG and retail- Grocery stores and retail shops are great way to discover the wholesale route. They are logistically convenient and with the right deal, it has the potential to grow to quite a large extent.

Online/individual sales- The good thing about urban farming is that it cuts down on a lot of expenses, such as storage and delivery of the crop. And so straight-to-consumer sales are definitely possible, and also a good marketing strategy, given the power of verbal recommendations. With the digital world growing, setting up of a website (such as ours!) for sales is simple and has proven results.

Even if the potential buyers are identified, there other factors which affect the market.

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Demand- The only way to gain a firm footing in the market is to cater to the demand. Understanding which products are most sought after by chefs and in what amount they are available is imperative.

Pricing- The average rates at which microgreen products are sold in the market are between ₹1500-2500 per kilo Also points to remember are that buyers are willing to pay more, if they are assured of good quality and local produce. This can be an advantage for in-city growers, who take great measures to ensure that the quality is not compromised.

No business is easy, but the highly competitive food business can be especially hard for finding a firm footing. The way to really drive growth is proper attention to business strategies, and focussing your energy in the right marketing avenues.

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Sales and marketing strategies

Business development- To grow exponentially and really get the word out there, meet with business aggregators who specialise in the field. They have knowledge of the people to meet and the avenues to follow, which will be helpful for the next steps.

Creating awareness- Getting the name and purpose of your business out there is essential. Displaying at conventions with brochures/catalogues and distributing them to interested parties will at least provide a foot in the door.

Forming partnerships- If there are already existing relationships which have the potential to grow, such as with chefs, restaurants or other traders, it is well worth exploring a formal symbiotic relationship, which equally benefits all parties.

Online channels- Social media has opened a whole new world of advertising. From posting blogs (ahem), creating profiles on Facebook and Instagram, or engaging online influencers with a large number of followers works better at reaching more people than any other channel.

Accreditation- Officially accrediting the products will make the brand sit on top if the pile. The Food Safety and Standards Authority of India (FSSAI) has certain criteria, and if met, they provide certification which adds a level of authenticity to the brand.

Sales- Hiring a sales agent to meet purchase managers, owners and chefs is one of the best methods of selling.

 

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Microgreens are, as the name suggests, young vegetable greens that are relatively smaller in size, usually 1-3 inches in size, but they are packed of nutrients and are attractive in colour with an aromatic flavour. They are grown similar to seedlings, and harvested while they are still really young (when the cotyledons or the first set of leaves develop),  before even the true leaves have fully developed. (Note that the cotyledons are different from the first set of true leaves)

Microgreens are a great crop to grow hydroponically, because they have a very short harvest cycle, usually between 10 days to a month. They also don’t require a lot of space, which makes them logistically efficient as well. However, they have slightly different needs than a normal crop. They need high levels of light and ventilation, along with low humidity.

Most people use microgreens and sprouts synonymously. However, they have very different characteristics. Microgreen seeds are a lot denser than sprouts, and the seeds less moisture as well. A microgreen that is ready to harvest consists of a stem, cotyledon leaves, and the first few young true leaves. Sprouts on the other hand, comprise seed, root, and shoot.

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Types of Microgreens

Now there are many types of microgreens, all which vary slightly in growth patterns. But, if one is attempting to take up microgreen farming in India, there are some staples to start with.

Herbs and vegetables

1. Basil
2. Broccoli
3. Kale
4. Amaranth (Red and Green)
5. Cabbage
6. Cauliflower
7. Bok choi
8. Mustard

Nightshade:

1. Carrot
2. Radish (Red, Purple, White daikon)
3. Beetroot

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Benefits of Microgreens as a business in India

1. Market Entry- There are not too many growers in India. It makes it easier to connect with chefs as they love working with new produce. Hence, selling micro-greens is simple. They can also provide as a value addition to existing growers and suppliers of vegetables. Also, Microgreens are packed with nutrition, even more, some studies say, than their mature, fully grown counterparts. When grown hydroponically, the disadvantages of soil are also eliminated, thus affirming their nutrient content.
2. Ease in growing- Microgreens provide for efficient faming, as they require very little resources and space. With a few essential materials, a healthy crop can be harvested.
3. Time-saving- Since microgreens have a fairly quick cycle, the entire process rarely takes more than a month. And so even if the crops don’t work out for some reason, a turnaround can be put in motion fairly quickly.
4. Less water usage- Whether grown hydroponically or otherwise, microgreens require less water than their mature counterparts.
5. Good market presence- Microgreens are already known in the market, as either a garnish or an addition to healthy meals. So there is opportunity to gain customers and make a good profit.

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Where to market your micro-greens? 

1. Commercial spaces- Restaurants, hotels, and other eateries which lean more towards trendy/healthy cuisine are great as customers for microgreens.
2. Retailers- Apart from going directly to restaurateurs, wholesale retailers who have access to a bigger network may be able to push your microgreen crop much better.
3. Individual consumers- Building a network of people who are willing to invest in healthier ingredients could very well work in favour of your sales.
4. Online- As online retail grows, e-tailing your crop is a quicker and maybe cheaper way to sell your microgreens, provided you have a logistics in space to ensure the crop is still fresh when delivered.

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Growing Micro-greens in India

Factors to consider while growing microgreens in India

Although microgreens don’t require a great deal of maintenance, there are some points to keep in mind if you want to grow a healthy crop, especially with regard to Indian conditions.

1. Environment- Microgreen crops thrive best in low humidity, ideally between 40-60% and at moderate temperatures of 20-25^o If they are grown in places with high humidity, its best to plant them indoors near a dehumidifier. (Note: Seeds germinate in an environment of high humidity. Once they germinate they need to be exposed to air flow as they prefer low humidity then). If you plan to grow them in indoor spaces, make sure that you have sufficient air-flow.

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2. Space- Like is been said before, microgreens don’t require much space to grow. They can be stacked on racks under strong lighting – LED lighting, if it is indoors. A space of 500-1000 sq ft should suffice to grow about 75-100 kg of crops.

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3. Seeds- High-quality seeds are key to a healthy crop. With the right seed, mold and fungal attacks can be prevented. Make sure that when you buy seeds you stock them in small batches. It is easy for seeds to get infected with fungus, hence working with smaller batches is more recommendable. You can check out www.allthatgrows.in for high quality Non-GMO seeds.

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4. Growing materials-

Medium

Coco peet- The medium is the material in which the seeds are submerged. Coco peet is cheap and one of the best media to use, provided it is bought from a trusted supplier as they are susceptible to fungus and mold as well.

Hydroponic Matting: This is a convenient medium, but is relatively expensive.

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Trays: Rectangular plastic trays are the most suitable for use, ideally 10*20 inches, although smaller trays can be used for trials. Trays of the correct size can be found in many online stores.

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Process of growing microgreens 

1. Preparing the water- The water used for microgreens should ideally be pH balanced, in the 5.5-6.5 range. RO water is preferred to tap, and any nutrients should be added now.
2. Readying the growth medium- The medium should be cut to size and soaked with the prepared water. Excess liquid is drained off and the medium is fitted into the tray.
3. Planting the seeds- The seeding density varies from crop to crop. It is important to sow the right amount to avoid problems. You could check out the seeding density here:Microgreens seed density chart The seeds should be sprinkled as evenly as possible – to avoid fungal/mold growth – across the medium. They should then be compressed before being watered. The water should be sprayed across the seeds twice a day.
4. Covering the seeds- The seeds should be covered to germinate. Incidentally, the seeds require high temperature and humidity to germinate, which should then be lowered as they start to properly grow.
5. Growing the crop: It is important to uncover the crop at just the right time, to avoid fungus and mold. The tray is then exposed to fluorescent lighting, and more water is added to the growing microgreens, from the side rather than sprayed from above.
6. Harvesting- After the crop has grown to the ideal, healthy size – which usually happens in 10-12 days – it is harvested for use. The stems are cut cleanly near the base of the stem, and the plants then cleaned and readied for use.

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Common problems of growing microgreens in India

1. Fungus/mold attacks- Fungus and mold are attracted to microgreens if the temperature or humidity is too high, or if the crop has been over-watered. If the seed density is too high, or if they or any other material is too old, fungus issues are possible.

Solution:

– Seeding density: If the seed density if too high there will be a lack of air-flow within the seeds that will lead to fungal issues. To know the right seeding amount, check out: Microgreens seed density chart

-The right amount of water should be used. The medium should be moist, but without and stagnant water.

-The humidity problem can be solved with ventilation or growing the crops indoors. Dehumidifiers are suitable only if it’s a commercial operation.

-1-3% solution of hydrogen peroxide act as a disinfectant when sprayed on the seeds and the medium, and is safe for consumption later.

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2. Slow or uneven growth- The seeds should typically start to germinate in 2-4 days, anything longer is unusual. The growth could also be uneven across the tray.

Solution- Slow growth could mean that the seeds are dry or not watered as enough as they should be. Spreading the seeds as evenly as possible also lowers chances of variation in growth.

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3. Pale colour/spindy stems- Once uncovered, the growing microgreens may be yellowish in colour or have weak stems. This is a symptom of not having enough sunlight.

Solution– Ensure that the seeds are covered for just the right amount of time, and introduce LED lights if sunlight is inadequate.

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NOTE: The most useful practice while growing microgreens would be to use a log sheet with the correct measurements and time noted.

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