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Open Access
Institutional intervention in marketing of non-timber forest products (NTFPs) in Kerala
(Department of Rural Marketing Management, College of Co-operation, Banking and Management, Vellanikkara, 2023-05-13) Vijayakumar, N; KAU; Ushadevi, K N
Indigenous communities living in the forests depends on the forest resources like Non-Timber Forest Products (NTFPs) for their survival and livelihoods. The dominance of the middlemen, lack of accessibility of the market and lack of awareness of the price of NTFPs were the main problems faced by tribals in the collection and marketing of NTFPs (Rawal, 2020). There is a growing market for NTFPs, but its large potential still needs to be tapped by both the collectors and the institutions involved. Since efforts have been going on for quite a long time, new agencies and institutions, have been established and programmes and schemes have been implemented to promote the NTFPs and thereby develop the tribal community. It is time that an assessment of these interventions be done to assess whether these interventions are within reach of the tribals, to what extent the policy measures of central and state government have positively affect the marketing of NTFPs and the livelihood of tribes collecting NTFPs, whether the institutions address the problems faced by the tribals and to what extent they succeeded in solving the issues related to marketing of NTFPs. In this context the present study entitled ‘Institutional intervention in marketing of Non-Timber Forest Products (NTFPs) in Kerala’ was undertaken to analyse the existing market structure of NTFPs, to examine the role of institutional intervention in promoting NTFPs, to examine the extent of awareness, accessibility and impact of institutional interventions among selected tribes and to analyse the problems faced by the selected tribes in the collection and marketing of NTFPs. This study will fulfil the research gap of the institutional contributions towards improving the livelihood of NTFPs collectors and would help the institutions to identify and prioritise the areas in need of their interventions. Both primary and secondary data were collected for the study. As per the data collected from the records of Scheduled Tribes Service Cooperative Society (STSCS) (2018-2019), it was found that Irular, Kattunayakan, Paniyan, and Kadar were the tribes mainly engaged in the collection of NTFPs. Among them Kattunayakan and Paniyan tribes are settled in Wayanad district, Irular tribe is settled in Palakkad district and Kadar tribe is mainly settled in Thrissur district. Through stratified random sampling method, 204 tribals collecting NTFPs, from these four tribes were selected. With respect to the selection of institutions, all the categories of the institutions involved in promoting NTFPs collectors based in Kerala state were selected with a total sample size of 12 viz Kerala Forest and Wildlife Department (KFD), STSCS, Tribal co-operative Marketing Development Federation of India (TRIFED), Kerala State Federation of SC/ST Development Cooperative Ltd (SC/ST Federation), Scheduled Tribes Development Department (STDD), Kerala State Development Corporation for Scheduled Castes and Scheduled Tribes (KSDC-ST/SC), College of Forestry (CoF), Kerala Institute for Research Training and Development Studies for SC & ST (KIRTADS), Kerala Forest Research Institute (KFRI), Kerala Forest Development Corporation (KFDC) and National Afforestation and Eco-Development Board (NAEDB). Data from tribals were collected through Participatory Rural Appraisal (PRA) method, by using semi-structured interview schedule. Primary data from the institutions were collected from officials of the institutions by using pre-tested structured interview schedule. Secondary data were collected from annual reports, and official websites of selected institutions. Percentage analysis, pair-wise ranking and seasonal calendar were used to analyse the existing market structure of NTFPs. The role of institutional interventions in promoting NTFPs was examined with the help of Venn Diagram. Awareness was examined with the help of percentage analysis. Mobility Map and Impact Diagram were used to examine the accessibility and impact of institutional interventions respectively. Problems of tribals were identified by using Garret Ranking and by drawing ranking ladder. From the analysis of existing market structure of NTFPs in Kerala, it was found that tribals, SC/ST Federation, STSCS, TRIFED, and KFD are the major players in the market. In addition to this the presence of institutions like STDD, KSDC SC/ST, CoF, KIRTADS, KFRI are also found in promoting NTFPs through conducting training, workshops, exhibitions, promoting NTFPs through social media etc. Tribal community are the sellers and STSCS, KFD and TRIFED are the main buyers. A common market structure for NTFPs does not exist in Kerala .An oligopsony market structure was identified where institutions were present and monopolistic competition was observed in the absence of institutions in certain tribal settlements. The STSCS main activity is regularly procuring NTFPs from tribals and marketing NTFPs with the help of the SC/ST Federation through auction cum quotation and negotiation. Eco-Development Committees (EDC) and Vana Samrakshana Samithi (VSS) of KFSD collect NTFPs from tribals and market through Vanasree eco shops, Vanasree e-portal and exhibitions under the brand name Vanasree. Institutions provide a pool of information to help the tribals to undertake their operations more systematically and scientifically. Majority of the tribals prefer to sell the collected NTFPs to STSCS. They had expressed, better price, spot payment, flexible payment options, bulk procurement and regular consumers as the reasons for preferring STSCS over other institutions. Among the institutions TRIFED offers an effective product differentiation support. TRIFED had trained the tribals to produce seven value added products from honey. KFD have an effective supply chain logistics which facilitates the prompt delivery of the product to the customers. . Majority of the tribal community consider KFD, CoF, STDD, and STSCS as important institutions. Out of these they considered STSCS as effective in rendering the service. Institutions had provided product development and market development supports to tribals in additions to the implementation of various schemes of the central and state government. However, the services and supports of the institutions are not benefitting the tribals to the expected level due to their low level of awareness The awareness of the tribals with respect to the interventions of the institutions are very low as they had not received any awareness programme on services offered by the institutions till now. The officials from the majority institutions were not visiting the colony and disseminating the necessary information to the tribals. Most tribals mentioned the forest office, STSCS, and its depot as being conveniently accessible to them. Many institutions that assisted NTFPs collectors (tribals) were far away from the colony, making it difficult for them to access these institutions. The study brought out that institutional interventions had resulted in increasing tribals income, reducing school dropouts, increasing the number of women collectors, reducing tribals debt, and tribals migrations. The major problems faced by the selected tribals with respect to collection of NTFPs were negative interactions with wild animals, inadequate availability of NTFPs in the forest and low price availability of NTFPs. Lack of guidance and support from government officials for marketing of NTFPs, no institutional support/follow up after training programme and long distance to market place cause considerable interruption in marketing of NTFPs. The study brought out the need for certain policy interventions which will help to improve the lively hood of NTFPs collectors. Many marketing channels exist in Kerala for marketing NTFPs and the procurement price and selling price differs based on the channels. If a uniform marketing channel can be created uniform pricing of the NTFPs would be possible.. Even though most of the selected institutions were conducting training programme the intended benefits are not reaching to tribal communities due to the lack of follow up measures. It would be better if institutions arrange follow-up programmes and making monthly visit to tribal settlements. This would help them to sell NTFPs as value added products and build a good relationship with the institutions. As the tribals were unaware of much information, the timely communication of various programmes, services and implementation of schemes etc is necessary. Institutions should take utmost care in this respect. It is difficult for tribals to access the services of institutions, as tribals were situated far away from the institutions and they don’t have vehicle or public transport services. Therefore, it is suggested that institutions should visit the colony monthly to provide their services and identify the problems of the tribals. Inadequate availability of NTFPs in the forest will make a negative impact in their collection and income. Arrangement for clearing the forest every month from the part of the Forest Department will help to address this issue. Addressing these suggestions will help to make the existing interventions of institutions more effective and bring out better reflection on the socio economic upliftment of tribals in Kerala.
Open Access
Consumer buying behaviour towards selected tea brands
(College of Co-operation, Banking & Management,Vellanikkara, 2021) Aiswarya Sekhar, V B; KAU; Zita V, Bosco
Open Access
Study on brand promotional activities of double horse
(College of co-operation, banking and management, Vellanikkara, 2016) Prabin, M; KAU; Prema, A
Open Access
Study on efficiency of distribution system of double horse products
(College of co-operation, banking and management, Vellanikkara, 2016) Sishith, V C; KAU; Prema, A
Open Access
Emotional intelligence among the employees of ESAF microfinance and investment (P) Ltd., Thrissur
(College of co-operation, banking and management, Vellanikkara, 2016) Aiswarya, S; KAU; Helen, S
Open Access
Product & service customization model for vegetable marketing in the context of peri-urban agricultural system under Krishi Bhavan, Kazhakuttom, Thiruvananthapuram
(College of co-operation, banking and management, Vellanikkara, 2016) Ranjini, Thomas; KAU; Usha, John
Open Access
Human resource development climate in Kerala Kerakarshaka Sahakarana Federation Ltd., (KERAFED), Kollam
(College of co-operation, banking and management, Vellanikkara, 2016) Kavitha, S; KAU; Arularasan, G S
Open Access
Value chain analysis of medicinal rice in Kerala
(Department of Rural Marketing Management, College of Co-operation and Management, Vellanikkara, 2020) Sreeja Nair, K; KAU; Ushadevi, K N
Value chain is a business model that describes the full range of activities needed to create a product or services. A value chain comprises the steps that involve bringing a product from conception to distribution, and everything in between- such as procuring raw materials, manufacturing functions and marketing activities. The value chain work best when their actors cooperate to produce high quality products and generate income for all participants along the chain. The present study entitled “Value chain analysis of medicinal rice in Kerala was undertaken with the objectives viz., to map the value chain of Navara rice and Rakthashali rice of Kerala, to identify and explore the various chains and actors involved in the value chain, to analyse the price spread efficiency and factors influencing it, and to identify the constraints and possible solutions at different levels in the value chain. The area of the study confined to Palakkad and Malappuram districts of Kerala. The selection of districts has been made based on the highest number of Navara rice farmers and Rakthashali rice farmers respectively. Both primary and secondary data were collected from Palakkad and Malappuram districts of Kerala. Primary data were collected from 60 farmers (30each from the selected districts) and 60 consumers (30each from the selected districts) using snowball sampling. Sample from the rest of the actors in the value chain was selected based on the information received from farmers, processors, marketers and consumers. Secondary data were collected from Department of Agriculture, Kerala, KVKs, District and Block level offices in the two districts of Kerala and relevant KrishiBhavan. The data were collected using pre-tested interview schedule. The collected data were analysed with the help of value chain mapping tool (global approach), modified market efficiency (Acharya’s approach), percentage analysis, index method and Kruskal Wallis test. The mapping of medicinal rice value chain revealed that the core process involved in the value chain of medicinal rice includes input supply, production process, procurement, processing, marketing and consumption. Farmers, millers, organic certifying agency, retailers, consumers and Krishi Bhavan were the major actors involved in the value chain of Navara rice. Whereas farmers, millers, processors, retailers, consumers and Krishi Bhavan were the major actors involved in the value chain of Rakthashali rice. The main sources of information were Krishi Bhavan and fellow farmers for Navara and Rakthashali farmers. These rice varieties were sold within the various places of Palakkad, Malappuram and Thrissur districts of Kerala. The analysis of various chains and actors involved in the value chain highlighted that there was two marketing channel for Navara rice and three for Rakthashali rice in the study area. The identified marketing channels are: Navara rice Farmers Retailers Consumers Farmers Consumers Rakthashali rice Farmers Processor Consumers Farmers Retailers Consumers Farmers Consumers The Navara farmers produce on an average of 4923 kg paddy in a year. After the production, the farmers keep an average of 25.16 kg/year of paddy for self-consumption and also for seed purpose. The remaining portion was taken for converting paddy into rice and then sold to retailers and consumers. In the case of Rakthashali farmers, they produce an average of 3108kg of paddy in a year, after the production the farmers were preserve an average of 9 kg/year paddy for self consumption and for seed purpose.It was found that Navara farmers were earning a high margin of ₹ 109.37/Kg per farmer in channel II. In the case of Rakthashali rice, the farmers were earning a high margin of ₹ 95.06/Kg per farmer in channel III followed by ₹81.24/Kg per farmer in channel I and ₹65.06/Kg per farmer in channel II. No advance sales contract is taking place in the case of Navara and Rakthashali rice marketing. Consumers of both Navara and Rakthashali rice expressed nutrient value were the highly satisfied component with a composite index of 88.88 followed by chemical pesticide free, taste and freshness. The price spread efficiency in the value chain showed that, the increase in the number of intermediaries in a value chain decreases the market efficiency through increasing cost and margin of intermediary. The percentage of producers share in consumer rupee is better for lesser intermediary chain. Among the two channels in the Navara rice marketing, channel I is least efficient with market efficiency of 0.6. Channel II is most efficient channel with market efficiency 1. The producers share in consumer rupee was found to be higher in channel II (100) followed by channel I (66.67). In the case of marketing channels of Rakthashali rice, channel I and channel II were least efficient with market efficiency with 0.6. The producers share in consumer rupee was found to be higher in channel III (100) followed by channel II (66.66) and channel I (60). The only channel which gives maximum return to farmer is the channel of marketing directly to consumers. The major factors influencing the choice of selecting the channels were income of the actors and holding capacity of farmers. The entry into a specific chain by an actor depends on the revenue benefit receivable. When the farmer is unable to keep the product they choose to sell it through processor, retailers and consumers. So the ability of a farmer to store the product also influences choosing a particular channel for marketing. The identified constraints faced by the farmers were the lack of availability of organic fertilisers, shortage of labour, lack of knowledge about the application of inputs, lack of awareness regarding source of supply of inputs, wastage on processing, inadequate availability of machines, lack of storage and high transportation cost. For processor, the major problems faced by them include high transportation cost, high labour cost, wastage on processing, inadequate technology, price fluctuation and high price of the product. Lack of availability of product in time, lack of storage and high price of the product were the major problems faced by the retailers. High price of the product and unavailability of product were the major problems faced by the consumers. The study therefore concludes that the organisation like Krishi Bhavan should come forward with training and advisory services for improving the knowledge of the farmers. The government may support the farmers by providing new machineries at the subsidised rate and also educate the farmers about the new technologies and machineries prevailing in the market through the Krishi Bhavan. Government may take steps to provide storage spaces for the farmers to minimise the effects of price fluctuations. The middlemen involved in the value chain results in loss or get low margin to the farmers. Because of this many farmers hesitated to come forward for the cultivation. Therefore, government may help the farmers to avoid private middlemen either through direct procurement or by getting the services of cooperative to market the produce. Even though there is high demand for the medicinal rice because of its medicinal properties, due to the price fluctuation, interference of middleman and the risk associated with the natural calamities, the farmers are reluctant to cultivate medicinal rice in a large scale. Only with the proper intervention of government through KrishiBhavan on the above mentioned areas can attract the farmers to come forward for the large scale cultivation of medicinal rice.
Open Access
Value chain analysis of banana; Nendran variety in Thrissur district
(Department of Rural Marketing Management , College of Co-operation , Banking and Management, Vellanikkara, 2019) Haritha Paul; KAU; Vinaikumar, E
Nendran is one of the most important commercial varieties of banana grown in Kerala. This variety is grown for both fruit and vegetable purposes. The long and thick fruits with good shelf life make nendran widely acceptable among consumers. Nendran varieties like Nedunendran, Chengalikodan, and Zanzibar are the varieties grown as irrigated crops. In south India nendran varieties are grown mostly in Kerala and Tamil Nadu. Nedunendran and Chengalikodan varieties are the most popular varieties grown in Kerala. The nendran banana which is originated and cultivated in Chengazhikodu village of Thrissur district in Kerala state of India is known as Chengalikodan nendran and has GI certification since 2015 due to its unique features. It differs from other varieties of nendran as the bunch bear 20 to 25 kg golden yellow coloured fruits if properly taken care of. During the growth stage, traditional farmers cover the banana bunches with old banana leaves so that it can get the colour and special shape. It is also offered as Kaazchakula for lord Guruvayoorappan by the devotees. Even though Kerala has a good potential for banana cultivation, due to careless handling of produce, about 25-40 percent are being wasted, 2-3 percent is processed as value added products, and the remaining being used in the raw form (Report of department of agriculture and co-operation 2017-18). This leads to non-realisation of optimum price and wide price variations, both spatial and temporal, which disheartens farmers. In order to sustain production and growth potential, it is essential to produce value added products from banana, so that farmers can get an assured price for their produce throughout the year. Due to inefficiencies at various points in the value chain, the producer gets less than optimal and the consumer pays more than optimal price. The present study entitled ―Value chain analysis of banana; Nendran variety in Thrissur district‖ was undertaken with the objectives viz., to map the value chain of Nendran variety of banana, to identify and analyse the various chains and actors involved in the value chain, to analyse the costs and margin involved in the value chain and to identify the constraints and possible solutions at different levels in the value chain to enhance the efficiency. Two varieties of nendran namely nedunendran and Chengalikodan were taken for the study. For the purpose of collection of primary data a sample of 60 farmers (who cultivated at least 200 suckers of Chengalikodan or nedunendran banana) were selected from four blocks of Thrissur district (15 farmers each). From the other actors in the value chain, two SKS of VFPCK, seven wholesalers, 16 retailers and 80 consumers were selected based on the information received from farmers. Primary survey was conducted using a pre- tested structured interview schedule. The collected data were analysed by using percentage analysis, indices, rank order scale, Kruskal Walli test, ANOVA, price spread, marketing cost, marketing efficiency, and marketing margin. Mapping the value chain of Nendran variety of banana revealed that the core processes include input supply, production, procurement, marketing and consumption. Farmers, wholesalers, retailers, consumers, Krishibhavan, local traders, and SBI were the major actors involved in the value chain of Chengalikodan, whereas farmers, SKS, retailers, consumers, local traders, and SBI were the major actors involved in nedunenthran. It was observed that almost the entire produce of Chengalikodan and nedunendran flowed in the form of raw banana among the actors. The main source of information was Krishibhavan for Chengalikodan farmers and SKS for nedunendran farmers. The rest of actors in the Chengalikodan and nedunendran depended on Shakthan Thampuran Fruits and Vegetables market (Thrissur) for collection of business related information about the product and price. These varieties were sold within the various places of Thrissur district, and there was no export activity undertaken by the value chain actors. It was found that Chengalikodan farmers were earning a high margin of 56.6/kg compared to a margin of 37.3/kg for nedunendran. The study also identified major constraints faced by the actors in the value chain. The analysis of various chains and actors involved in the value chain highlighted that there was only one marketing channel for Chengalikodan and one for nedunendran in the study area. Farmers, wholesalers, retailers and consumers were the actors involved in the value chain of Chengalikodan whereas farmers, SKS, retailers and consumers for nedunendran. No one took advance amount in sales contract in any manner. The actors other than retailers and consumers had to wait one to two weeks for realisation of price. Consumers of both Chengalikodan and nedunendran expressed moderately favourable attitude towards taste of banana. ANOVA results showed that there was no difference in the attitude of consumers towards Chengalikodan and nedunenthran. Chengalikodan and nedunendran consumers had a resigned stage in respect to price, taste, nutrient value, freshness, hygiene, availability and shelf life of the nendran banana. Analysis of variance result indicated that the satisfaction level of consumers was similar for both Chengalikodan and nedunendran. The cost and margins involved in the value chain showed that there was a considerable difference in margin received by Chengalikodan farmers ( 56.6/kg) and nedunendran farmers ( 37.3/kg). Comparing the channel of Chengalikodan and nedunenthran, Chengalikodan farmers were receiving more margins from sales. The wholesalers received a margin of 10.1/kg and SKS 15.1/kg whereas retailers earned a margin of 8.9/kilogram and of 2.1/kilogram for Chengalikodan and nedunendran respectively. In short it was clear that Chengalikodan was more profitable than nedunendran cultivation. Marketing efficiency was higher in Chengalikodan than nedunendran. It might be due to the fact that Chengalikodan was a popular GI product in Kerala and the taste, quality and appearance helped the product to get premium price. The identified constraints faced by the farmers were the lack of availability of labour, lack of irrigation facilities, effect of climate change, natural calamities, high transportation cost, attack of pest and diseases, delay in cash realisation and attack of animals. Lack of fair price, price fluctuations and lack of knowledge about financial support system were the main constraints cited by the SKS. For wholesalers and retailers, price fluctuations in the market were the major constraint. The other constraints are inadequate storage facility, quality of the product, less shelf life, attack of rats, insects etc, inadequate demand and proper market information. Non availability of required quantity of product throughout the year was pointed out as the major problem faced by consumers. To conclude, the present study mapped the value chain of nendran variety of banana and analysed the various actors involved in the value chain. The study also examined the cost and margin for each value chain actors and identified the constraints faced by them at different levels. The study found out one marketing channel each for Chengalikodan and nedunendran in the studied area. Among these marketing channels in the value chain, channel for Chengalikodan provided a good profit margin to all actors. The involvements of intermediaries still exist in the value chain of nendran varieties. It reduced the marketing efficiency of nendran value chain due to the increased cost and shared margin among the intermediaries. The farmers faced the problems such as lack of irrigation facility, lack of quality suckers, lack of quality pesticides, natural calamities, lack of training on new production technology, post harvest technology, and high transportation cost. The important suggestions of the study are to provide quality pesticides and quality suckers to farmers through Krishibhavan and SKS, intervention of Kerala Agricultural University in providing appropriate technical guidance and KVK may conduct trails/ demonstrations on the technical constraints faced by banana growers, and to provide irrigation facility by releasing water through canals for farmers as and when it is needed.

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