CIN : U01409TN2016PTC110856. Governement of India and Tamil Nadu have certifed our products as organic.

SCM & VCM Management

Business development through supply chain: creating a Value added supply chain for market assessments, retail distributor enterprise identification, screening and selection and implementation, review and update of business plans.

Farming and procurement VMFPCL are strengthening their backward and forward integration through initiatives like agriculture extension services, direct procurement, value chain development, etc. This will drive higher productivity in the farming sector and improve quality and safety.

Procurement Higher involvement in procurement will also help improve price realization for farmers by reducing intermediaries and thus lowering price build-up through elimination of non-value adding stakeholders and activities.

Sourcing/Procurement Strategy

Organized buying process

  1. Determining demand forecast
  2. Calculated lead time for production
  3. Determined purchase order cycle
  4. Higher Service level to customer

Problems in procurement and supply



Small land holding farmers cannot access to direct sale of goods.

Engaging in collection, on farm storage and transportation of farm produce enables economic sustainability in rural.

Involvement of middle man in credit financing activity to farmers and making informal agreement towards produce purchase with cheaper price.

VMFPCL credit support through helps farmer to avoid risk oriented credit barrowings.

Inadequate sales point and storage

Establishing Collection centre and Primary processing units by interventions.

To meet the several challenges along the agriculture supply chin required innovative mechanisms to organize value chain interventions. Wherein the central purpose is unlocking value for the farmer:

  1. Reducing Value loss for the farmer through minimizing wastage
  2. Enhancing Value creation by ensuring higher proportion of marketable surplus is processed
  3. Higher Value capture for the farmer through greater share of sale realization on the harvested produce.
  4. Value added services for the farmers for increasing crop productivity and reducing cost of production through better recycling of crop by products e.g. utilization of crop residues as animal feed, litter bed for poultry, etc.

Supply chain - The increasing role of in the supply of harvested produce from farmers to VMFPCL food processing unit can help accelerate in storage and transport capabilities, thereby lowering wastage levels, improving nutrient retention during storage and transportation, and enhancing shelf life of products.

Marketing - No matter how good products and services, the venture get succeed with effective marketing only. 97% of the global millet production comes from developing countries. India is the largest millet producer globally, followed by Nigeria, Niger, China, and Mali.

Millets is a cheaper and local alternative for healthy foods like Oats and Quinoa. It also promotes Make in India movement.

Earlier due to changing food habits, there was a huge decline in the cultivation and demand of millets. But now with the rising levels of diseases and lazy lifestyle in the country, more and more people are getting attracted towards a healthy lifestyle and healthy eating. Hence, the demand of millets is again on a rise.

Rainfed agriculture contributes 44% of the total food grain production of the country and produces 75% of pulses and more than 90% of sorghum, millet and groundnut from semiarid regions. Even after half a century of neglect, the rain fed regions provide livelihood to nearly 50% of the total rural work force and sustain 60% of cattle population of the country.

Prone to diabetes, skewed lipid profile and various lifestyle diseases, residents of the city are switching over to a high-fiber nutritious diet. There are the ubiquitous oats but it is not indigenous. The search for a local grain that would fit well into our daily recipes has led people right back to millet a small seeded grass grown as cereal which used to be a staple in Indian kitchens half a century ago. We could say that millet is fast emerging as the new oats. In India, popular millets are ragi (finger millet), jowar (sorghum) and bajra (pearl millet). There are also a whole group of minor millets like foxtail millet and proso millet.

It can be used to make various snacks and eatable items like pasta, fryams, vermicelli, chips, biscuits etc.

Distribution plan

Products from the production units are selling through direct retailers engaging a super stockiest distribution network and for wholesale activity Viruthai Millets Farmer Producer Company Limited.


Cost oriented pricing method - involves figuring out what it costs for processing to make product, then adding a percentage mark-up (profit element) to determine the final price. Not greedy - Our pricing strategy fit on par with what our competitor are doing. Mostly customers are really aware on pricing of certain products such as dal on their purchase. Hence its mandatory to stick with what other business role players are doing.