Marketing of Organic Ginger produced by farmers of Karbi Anglong

Project submitted to
Prof. Mithileshwar Jha

In partial fulfillment of the requirements of the course

Rural Marketing
By
Group-10
Amit Kumar Bhagat (144011)
Biren Son Timung (144026)
Chiranjeev Hazarika (155039)
Jugapratim Gohain (155055)
Kuntal Deka Baruah (155064)
On 29th September-2016

Them
e: Marketing of Organic Ginger produced by farmers of Karbi Anglong and flow of
the product from rural space to urban market in India.

Sub-theme: Understand the challenges and opportunities in Marketing, Sales

and Distribution of consumables like Organic Ginger produced in Karbi Anglong
Objective:

To provide a platform for poor and marginal tribal farmers of Karbi-Anglong to

sell organic Ginger in national and international market.
To eliminate the participation of middleman.
Ensure more income by value addition and processing of Ginger.
Aggressive marketing of Karbi Anglong Ginger, and develop it as a brand of in
national market, not to mention the International market.
To introduce the participation of national and international markets.

Scope:
The Northeastern states produce more than 70% of organic ginger and Karbi
Anglong alone contributes more than half of this. Yet, nearly 2,000 families are
facing a tough time due to lack of proper marketing facilities, awareness and
training, resulting in vast commercial potential remaining untapped. So there is a
tremendous opportunity for this spice to scale up at national and international level
like Assam tea which has gain its name and fame internationally.
GIN-FED was the brain child idea of Dr M. Angamuthu Karbi Anglongs deputy
commissioner in 2007 to bring all the ginger growers under one umbrella with the
help of various agency and several NGOs. The response they got from the growers
was tremendous for the first four years; but to the surprise, it came as a shock to
the people of karbi Anglong that due to the conflict of interest between the NGOs
and the GIN-FED official they failed to deliver their promises i.e. by deceiving the
farmers, they lost their credibility amongst the growers, and as of today the growers
dont have an option but move back to the same plight that they came out of a few
years back, selling their product to the middleman.
Following is the purpose of this paper:
1.

To study the practices that are prevalent throughout the chain, starting from
ginger growers to the end customers.
2. To study the reasons of failure of GIN-FED.
Studying the current practices, as a Corporate Executive, we will be able to
introduce better practices and help improve the effectiveness and efficiency of the
process. Also, by studying about the reasons of failure of GIN-FED, we will be able to
come up with a sustainable plan for the whole process.