ETHNIC FOOD MARKETING IN RAIPUR CITY

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Date
2020
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Indira Gandhi Krishi Vishwavidyalaya, Raipur
Abstract
Self Help Groups (SHGs), in essence, works on the principle of “Self-reliance by the people”. In a country like India that has a significant population living in poverty, the concept of SHGs allows these people to work towards helping better their lives socially and financially by optimally utilizing the resources already at their disposal. Keeping the above mentioned details in regards to SHGs in mind, the research work was undertaken to understand the details and operations of Women SHGs in Raipur, Chhattisgarh. Raipur is home to four ethnic specializing restaurants run by the Monisha Women’s SHG, of which, “Gadh Kaleva” is selected to study purposively for present research work. Personal interviews were conducted with members of the Monisha Women’s SHG to gather primary information directly from the source, and at the same time, secondary information in the form of reports, journal and the internet was also relied on to develop initial understanding and support findings. In the selected SHG (Gadh Kaleva), of the total members, 44% comprise of women 51% of respondents have only studied till middle school and this also happens to be the maximum level of literacy within the group, 65% of the members were married. This SHG offers a variety of seven Chhattisgarhi dishes out of which Chila contributes to about 30% of the SHGs output. Furthermore, in terms of sweets, Gadh Kaleva offers eight products out of which Airsa contributes to about 20% of their production output, the highest among the eight sweet offerings. The average Input-Output Ratio of Monisha women SHGs product in regards to breakfast products the maximum input-output ratio was 01:04.3 and Minimum input-output ratio was 01:02.3. In sweet products the maximum input-output ratio was 1:01.8 and minimum input-output ratio was 01:01.1. Similarly, VC Ratio of Monisha women SHGs product in regards to sweet product the Maximum VC ratio was 0.87 and Minimum VC ratio was 0.49 and In breakfast products the Maximum VC ratio was 0.65 and Minimum VC ratio was 0.41. In case of breakfast items chila was found to be maximum profitable items followed by chausela and marapitha, dehrauri ,pidiya ,khaja, Thethri and khurmi were the most profitable items among the sweet items. overall net profit of monisha self help group was found to be breakfast 1248600 and sweet 102435 rupees per year from the different ethnic food products. On the basic of overall performance, it is found that, both for breakfast products and sweet products, products contributing towards maximum Input-Output Ration and maximum VC Ratio are the ones that are contributing heavily to profitability. The primary constraints to better performance of Gadh Kaleva were determined to be, lack of technical knowledge and lack of marketing in the form of advertisements. There are some Suggestions for betterment of selected SHGs (Gadh Kaleva) such as is to aware the people about the health benefits of ethnic foods, advertising will also help develop market interest and encourage other ethnic food enthusiasts to set up their own business, Gadh Kaleva should invest in their packaging design to enhance their visibility and impact on the market, for parking of vehicles a section off a designated space should be allowed for customers to park their vehicles. Government should come up with schemes that would extend support to the current four ethnic restaurants in Raipur while at the same time providing subsidies or other kind of support to others who are interested in setting up SHGs that sell ethnic foods. There are some suggestions for future work that the studies should be undertaken and published in regards to all the Ethnic foods specific to the Chhattisgarh state so that awareness in this regards in the minds of the local public increases. Chhattisgarh government should encourage setting up of SHGs specializing in offering ethnic foods so that, in the future, this will allow for enhanced marketing for ethnic foods.
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ETHNIC FOOD MARKETING IN RAIPUR CITY
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