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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
Group marketing system for fruits and vegetables in Kerala
(Department of Rural Marketing Management, College of Co operation and Banking Management, Vellanikkara, 2007) Bibin, Mohan; KAU; Philip, Sabu
The study entitled “Group marketing system for Fruits and vegetables in Kerala” was undertaken with the following objectives: To analyse the marketing behaviour of commercial fruits and vegetables farmers and to evaluate the structure, conduct and performance of Swasraya Karshaka Samithies (SKSs) promoted by Vegetable and Fruit Promotion Council, Keralam (VFPCK). The study was conducted in Thrissur and Palakkad districts which accounted for the largest volume of business through SKSs. Commercial farmers and traders of fruits and vegetables constituted the population of the study. For the study, five SKSs were selected from each district randomly. From the area of operation of each SKS, ten member farmers who marketed their produce through SKS and five farmers who marketed their produce otherwise were selected randomly to constitute the sample of farmers. Similarly five traders selected from each SKS constituted the sample of traders. Data were collected from the sources through personal interview method by administering separate pre-tested structured schedules to farmers and traders. The data thus obtained were analysed by using bivariate tables, percentages, satisfaction indices, and ranking. Analysis of the socio-economic profile of the farmers revealed that older generation are more interested in farming than younger generation. The analysis also brought out the predominance of men in agriculture, and they possessed vast experience in farming. The results indicate that marginal and small holdings dominate the agricultural sector in the study area. Analysis of the annual income of the farmers showed that the number of farmers with an annual income of Rs.1,00,000 and above was higher among SKS farmers than Non-SKS farmers. The share of income from fruits and vegetables in the total agricultural income was higher for SKS farmers. ‘Better price for the produce’ followed by regular market for the produce, ‘better measurement and grading practices in the market’, ‘feeling of farmers own organisation’ were the most important reasons for farmers to take membership in SKS. Regarding the ownership pattern of cropped land of the farmers, the share of farmers cultivating on leased land was more among the SKS farmers than Non-SKS farmers. The SKS also attracted farmers with larger area under fruits and vegetables cultivation to its fold. The selected farmers depended more on man made sources of water than natural sources for irrigation and the majority of the farmers used either electric pump or diesel pump for irrigation. Majority of the SKS farmers preferred VFPCK as the main source of seeds for cowpea, bittergourd and amaranthus. In the case of nendran the most preferred source of suckers was traders. When the Non-SKS farmers preferred own sources and fellow farmers for the purpose. The main source of suckers of nendran was traders. Analysis of the different varieties of crops preferred by farmers revealed that in the case of nendran farmers in general preferred Mettupalayam, Kottayam and Manjeri varieties. In the case of cowpea Lola was the most preferred of SKS farmers and Non-SKS farmers preferred Lola, Local and Vyjayanthi varieties. Regarding bittergourd when SKS farmers showed a strong preference towards Preethi, Non-SKS farmers mostly preferred Local variety. Arun was the most preferred variety of amaranthus SKS farmers and Kannara Local by Non-SKS farmers. In the case of ivy gourd majority of SKS farmers preferred Sulabha variety while Non-SKS farmers preferred Local variety. The main sources of planting material for farmers were VFPCK, KAU, traders and fellow farmers. KAU was the only institutional agency which supplied all types of planting materials. Out of the four sources of planting materials, KAU was the dearest and VFPCK the cheapest. Majority of the SKS farmers availed credit from commercial banks linked to SKS when majority of the Non-SKS farmers preferred money lenders and traders for their credit needs. The SKS farmers harvested nendran coinciding with the SKS market days. Cowpea, bittergourd and ivy gourd were harvested thrice a week by majority of the SKS farmers. Vast majority of Non-SKS farmers harvested nendran weekly. Majority of the Non-SKS farmers harvested cowpea and amaranthus thrice in a week. In the case of bitter gourd and ivy gourd majority harvested two days in a week. SKS was the prime source of market information to SKS farmers while traders constituted the main source of information to Non-SKS farmers. The SKS farmers were better placed with regard to scientific marketing practices. All the produces except amaranthus and cowpea were graded and sold in SKS. Only nendran and bitter gourd were graded in Non-SKS market. Majority of the SKS farmers used plantation leaves for packing nendran. Plastic bags were used for packing other crops. Majority of the farmers in Non-SKS markets marketed nendran without packing. The main reason for selling the produce outside the SKS market was farm gate collection by the traders. The important means of transportation for SKS farmers was tailed autorikshaw and head load for majority of Non-SKS farmers. Price fluctuation was the only one risk perceived by SKS farmers, while the Non-SKS farmers perceived the risk of unsold produce, physical damage, and default in payment besides price fluctuation. In order to manage the price risk a majority of the SKS farmers sold the produce to the same trader even at a lower price when Non-SKS market sold to other traders. Regarding the realization of credit sales, 90 per cent of the SKS farmers received payment within a week while majority of the Non-SKS farmers received payment within two weeks. Lack of adequate processing and storage facilities were reported as the most serious problems faced by the commercial fruits and vegetables farmers. The SKS farmers were found better trained than Non-SKS farmers. While analyzing the structure of SKS market, it was found that majority of the sample traders were wholesalers. Majority of them had more than five years experience in fruits and vegetables trade. Majority of them had more than five years experience with the SKS. Regarding the admission in SKS, vast majority of the traders found the rules simple. Seasonality analysis of the market for the selected crops disclosed that the farmers especially nendran farmers realized the best price during Onam season as demand outstripped the supply during the season. The SKS market exhibited conditions of ‘slightly concentrated oligopsony’. Market power concentration analysis showed that in Elevenchery, Pariyaram and Thottipal the market power was highly concentrated in top four traders compared to other SKSs.. However the market power was less concentrated in top four traders in markets like Kottayi, Kanjirapuzha, Viyyakurishi and Pazhayannur. Conduct of the SKS market revealed that majority of the traders waited till the close of the market to buy the produce at a lower price as the price used to cool down towards the end of the market. The purchased produce were fed by the traders to the end markets situated far and wide from the SKS. Majority of the traders operated in more than one market. Regarding the management of price risk the traders signed forward contracts with their retailers and regulated their purchase from SKS according to the price and quantity contracted with their customers. The Marketing Efficiency Index for all the selected crops except bittergourd was the highest in SKS market compared to other markets as the marketing cost was the lowest in the SKS market. The farmers were ‘highly satisfied’ and the traders were ‘highly satisfied’ with the working of the SKS market. The VFPCK, through its group based production and marketing approach has been able to give a fillip to the vegetable and fruit cultivation in Kerala. The Swasraya Karshaka Samithies (SKSs) promoted VFPCK have enabled the farmers to enhance their production and productivity through scientific cultivation practices. The SKS market owned and operated by the farmers have enabled the farmers to realise better price for their produce by setting up best trade practices and price discovering mechanism.
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.

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