Innovative Marketing Strategies for Promotion of Seasonal Crops in India

Authors

  • R. Murugesan
  • R. Venkatesh Kumar
  • K. Ravindran

Abstract

A healthy diet is one which is rich in fruits and vegetables supplementing the necessary components for a healthy way of living. Whether developed or developing any country has to take into consideration this important aspect for health for a long-term sustenance and growth. It's very important to ensure innovative and creative practices in order to promote and advertise these seasonal crops which are inevitably greater source of income for India.

India's horticulture zone is developing and gambling an essential position within the continent's agricultural economic system. India is the second largest manufacturer of fruit and veggies globally; however horticultural development is currently limited by negative advertising. The gap between fees obtained via farmers and people paid through purchasers is massive, reflecting inefficient advertising and marketing preparations. This take a look at estimates the market prices, market margins, fee spread, the producer's percentage of the client's rupee and the marketplace efficiency of horticultural commodities beneath extraordinary deliver chains, and suggests measures to enhance advertising efficiency. The observe become carried out in the states of Andhra Pradesh, Karnataka, Tamil Nadu, Punjab, Rajasthan, West Bengal, Manipur and Mizoram, covering 29 crop types. The results display that, within the case of maximum commodities, marketing fees, advertising margins, delivery expenses and labour fees adversely affect advertising performance, and open marketplace fee, volume of produce handled and net fee acquired growth marketplace efficiency or have a positive impact. The very best advertising performance become found inside the manufacturer-to-purchaser channel. Government rules have to sell direct advertising models for more green horticultural advertising.

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Published

2020-01-07

Issue

Section

Articles