Kerala Agricultural University, Thrissur

The history of agricultural education in Kerala can be traced back to the year 1896 when a scheme was evolved in the erstwhile Travancore State to train a few young men in scientific agriculture at the Demonstration Farm, Karamana, Thiruvananthapuram, presently, the Cropping Systems Research Centre under Kerala Agricultural University. Agriculture was introduced as an optional subject in the middle school classes in the State in 1922 when an Agricultural Middle School was started at Aluva, Ernakulam District. The popularity and usefulness of this school led to the starting of similar institutions at Kottarakkara and Konni in 1928 and 1931 respectively. Agriculture was later introduced as an optional subject for Intermediate Course in 1953. In 1955, the erstwhile Government of Travancore-Cochin started the Agricultural College and Research Institute at Vellayani, Thiruvananthapuram and the College of Veterinary and Animal Sciences at Mannuthy, Thrissur for imparting higher education in agricultural and veterinary sciences, respectively. These institutions were brought under the direct administrative control of the Department of Agriculture and the Department of Animal Husbandry, respectively. With the formation of Kerala State in 1956, these two colleges were affiliated to the University of Kerala. The post-graduate programmes leading to M.Sc. (Ag), M.V.Sc. and Ph.D. degrees were started in 1961, 1962 and 1965 respectively. On the recommendation of the Second National Education Commission (1964-66) headed by Dr. D.S. Kothari, the then Chairman of the University Grants Commission, one Agricultural University in each State was established. The State Agricultural Universities (SAUs) were established in India as an integral part of the National Agricultural Research System to give the much needed impetus to Agriculture Education and Research in the Country. As a result the Kerala Agricultural University (KAU) was established on 24th February 1971 by virtue of the Act 33 of 1971 and started functioning on 1st February 1972. The Kerala Agricultural University is the 15th in the series of the SAUs. In accordance with the provisions of KAU Act of 1971, the Agricultural College and Research Institute at Vellayani, and the College of Veterinary and Animal Sciences, Mannuthy, were brought under the Kerala Agricultural University. In addition, twenty one agricultural and animal husbandry research stations were also transferred to the KAU for taking up research and extension programmes on various crops, animals, birds, etc. During 2011, Kerala Agricultural University was trifurcated into Kerala Veterinary and Animal Sciences University (KVASU), Kerala University of Fisheries and Ocean Studies (KUFOS) and Kerala Agricultural University (KAU). Now the University has seven colleges (four Agriculture, one Agricultural Engineering, one Forestry, one Co-operation Banking & Management), six RARSs, seven KVKs, 15 Research Stations and 16 Research and Extension Units under the faculties of Agriculture, Agricultural Engineering and Forestry. In addition, one Academy on Climate Change Adaptation and one Institute of Agricultural Technology offering M.Sc. (Integrated) Climate Change Adaptation and Diploma in Agricultural Sciences respectively are also functioning in Kerala Agricultural University.

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Now showing 1 - 9 of 16

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.
Open Access
Response behaviour towards branded agro-processed products
(Department of Co- operative Management, College of Co- operation, Banking and Management, Vellanikkara, 2006) Prameela, V; KAU; Sakeer Husain, A
The study entitled “Response behaviour towards branded agro-processed products’ was undertaken with the following objectives: 1. To examine the response behaviour towards selected branded agro-processed products (BAPs) 2. To identify the factors influencing purchase decision and consumer choice 3. To compare the response behaviour towards BAPs of co-operative and private sectors The study was conducted in six wards of Kannur Municipality. From each of the selected wards, twenty five household consumers of the five selected BAPs viz., sambar powder, meat masala, rasam powder, pickle and jam were selected. Thus a total of 150 household consumers constituted the sample of the study. The study was based on primary data collected with the help of structured pre-tested interview schedule. Percentage, index, Kendall’s coefficient of concordance and Friedman test were the major statistical tools used for analysis. The study revealed that cent percent of the respondents consumed sambar powder and pickle while majority of them consumed meat masala (96.67%), jam (90.67%) and rasam powder (86.67%). Among the respondents, majority purchased packed branded items. ‘Easy availability’ and ‘convenience’ were the major reasons for the use of the selected BAPs. ‘Dinesh’ was the most known brand among the respondents in the case of all selected BAPs. Advertisement in the electronic media was the major source of awareness about the selected BAPs. ‘Super market’ was preferred by the respondents as the major source of purchase. ‘Dinesh’ was the major brand preferred and used by the respondents in the case of curry powder and pickle, while ‘Happy’ was the most preferred and used brand in the case of jam. ‘Brand loyalty’ was found to be very high among the users of the selected BAPs. ‘Belief in the quality of the products’ supplied by the store was the main reason found for the store loyalty of the consumers. ‘Product features’ and ‘advertisement’ were the important factors that influenced the purchased decision of all the BAPs. ‘Taste’ and ‘freshness’ were the important product features that influenced consumer choice. No significant difference was found between the co-operative and private brands of selected BAPs with regard to factors and product features influencing purchase decision and consumer choice. Any way the consumers were more satisfied with ‘availability’ and ‘quality’ of the products of co-operative and ‘availability’ and ‘taste’ of the products of private organizations. In general consumers were satisfied with the products supplied by both co-operative and private organizations. However, the selected BAPs of co-operative organizations were found to be comparatively better when compared with private products except in the case of jam.

Kerala Agricultural University, Thrissur

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