ANAAR

Futures Supply Chain Strategy for Pomegranate Export

Client Brief

Although India is the first in pomegranate production
with the total pomegranate production in the world being 10 lakh tonnes out of which India produces 5 lakh tonnes, it exports only 5000 tonnes, whereas Spain produces 1 lakh tonne and exports 75,000 tonnes annually. - APEDA (Ministry of Commerce & Industry, Government of India)

A start-up called IPHAL commissioned us to develop a futuristic chain supply system to export pomegranates to the Middle east. We observed that while pomegranate cultivation is an extremely profitable venture especially if imported, flaws in the present chain system caused high losses in high numbers.

Strategic Intent

Short-Term Goal – reduce losses across farm → cold chain → export pipeline
Long-Term Goal – reposition India’s pomegranate as a premium cultural object. Not a commodity to create new value and demand in Gulf markets

Role:
Design Lead, Concept Strategy + Futures Vision

Duration:
3 months

Industry
Supply Chain

Team:
3 members

Future supply chain blueprint (India → Middle East)
Loss-point diagnostic across current chain
Cultural futures research into Gulf gifting, prosperity & modern relationships
“Paradise Garden” packaging concept inspired by Islamic chahar-bagh geometry
Repositioning: pomegranate as a contemporary aphrodisiac gift targeted for newly weds

Key Outputs

Initial Research and synthesis

We conducted thorough on-the-ground research to gain an in-depth understanding of the entire pomegranate export supply chain, from the cultivation of the trees to transportation, quality inspection, and packaging before export.

Photos from the field on the farm.

Field photos of transporting pomegranates in plastic crates filled according to their weight

Some initial mapping.

Proposed Pomegranate Export System

USP - Pomegranate packaged as an Aphrodisiac

In our pursuit of new markets, we wanted to market pomegranates as an aphrodisiac in the Middle East, aligning with the region's evolving cultural attitudes towards love. Inspired by the Islamic tradition of gifting pomegranates for prosperity to newlyweds, we envisioned packaging pomegranates as a symbol of cultural richness and celebration.

USP - Pomegranate packaged as an Aphrodisiac
In our pursuit of new markets, we wanted to market pomegranates as an aphrodisiac in the Middle East, aligning with the region's evolving cultural attitudes towards love. Inspired by the Islamic tradition of gifting pomegranates for prosperity to newlyweds, we envisioned packaging pomegranates as a symbol of cultural richness and celebration.

Proposed “Heart Packaging” as a symbol of gifting love.

The System Overview

We rooted the product ethos in the chahar bagh (paradise garden) - a symbol of abundance in Islamic culture. This wasn’t just a narrative arc, pomegranate trees themselves need spaced planting, which aligns with the garden’s layout.

The garden of Paradise

Garden of Paradise

Farm with unique four fold, central water supply, structural design of the farm with cultural significance.

The Farm

Surveillance Drones

Drones monitor status of the yield and will send report to the farm managers.

Farm Workers Settlements

Tractors carry the produce to the farm warehouse.

Pomegranates are first collected in the farm warehouse.

Farm Warehouse

Refeer trucks at every stage carry the pomegranates from one to another facility, with an optimum temperature of 5 - 8 degree Celsius.

Sorting Machine

Export quality moves forward to the processing. Others are transported to respected processors.

Processing Unit

Pomegranates are washed , air - dried, fungicides and waxed.

New packaging with better stack ability, strength and visibility.

Local Market

Once processed the low grade pomegranates are sent to the local markets.

3rd Party Precooling and Cold storage Facilities

5% O2, 15% CO2, at 7 degrees celsius, (Optimum temperature 5-8 degrees celsius ), can be stored for 5 months.

Export Gate

Inspection through the government body will be done with Image Processing Machine-generated reports and learning. Along with paperwork management at various levels.

Payment receipt, Quality ( Health, Global GAP certificate, Phytosanitary Certificate, Organic Certificate), Foreign Exchange Regulations, Invoice, Shipment Certificates.

Customs Office (Foreign Land)

Inspection through government bodies and paperwork at different levels.

Distributors and Retail Stores

Increased trust as they receive certified goods from the government of India.

Informed Customers

With more informed goods and certified quality products with transparency. (Origin, Harvest Date, Packaging Date, Health Benifits )

Drone Surveillance throughout the farm to send reminders on plant health as well as medication and irrigation.

Image processing machines are used to scan produce that is imported. If we use them before exporting, it would ensure quality and reduce rejections.

Educating the farmers / labourers on the ways of proper cultivation and harvesting through sprints

Harvester -To reduce manpower and save time, harvester machines can be used to pluck fruits from trees

Integrating the processing and sorting unit on the field itself to reduce time, effort, money and manpower.