RURAL MARKETING

Case Study Assignment

On

Fisheries transforming tribal livelihoods in sunder ban

Submitted To: Dr. Shailesh Pandey

Submitted By: Devika Kshetrapal
JI/2021-23/0036

Case study link

https://ruralmarketing.in/stories/fisheries-transforming-tribal-livelihoods-in-
sunderban/

The 4A model of Rural Marketing

The 4A model of rural marketing comprises of four key components: Availability,

Affordability, Accessibility, and Acceptability. Let's apply these components to the passage
about the ICAR-Central Institute of Freshwater Aquaculture (ICAR-CIFA) and their
intervention in the Adivasipara Village in South 24 Paraganas, West Bengal.

Availability: ICAR-CIFA initiated the restoration of fish culture activities and livelihood
support system for the tribal population in the devastated Island after the cyclonic storm 'Aila'
had washed away almost the entire island. They conducted surveys, analysed soil and water
parameters of the ponds, established portable Fiberglass Reinforced Plastic (FRP) carp
hatchery for seed production, supplied critical inputs for integrated and composite
aquaculture to 51 tribal farm families of Adivasipara Village. They also installed one FRP
hatchery unit of 10 lakh spawn production capacity per operation which became the nucleus
for carp seed supply to Bali and other nearby islands. Thus, ICAR-CIFA ensured the
availability of quality carp seed, other critical inputs and technology to the beneficiaries.

Affordability: ICAR-CIFA provided low-cost duck houses to 38 beneficiaries of the Island

covering 3-hectare water area in September 2013, and 800 ducklings of "Khaki Campbell"
variety were provided to these beneficiaries. Ducks were vaccinated against plague and
cholera, and initial feed was provided for 1 month. The ducklings matured and started laying
eggs from the middle of January, 2014. Through duck-cum-fish culture, 38 farm families
received a total profit of Rs 2.8 lakh per year from 3-hectare pond water area. ICAR-CIFA's
intervention increased the productivity and profit per unit pond area, thus making it
affordable for the beneficiaries.

Accessibility: ICAR-CIFA imparted regular trainings to the beneficiaries and also became the
driving force for bringing several resource persons and dignitaries to the Island. They
demonstrated scientific aquaculture practices in 4.85-hectare pond area and also
demonstrated composite fish culture in different phases to 51 tribal farm families with 51
ponds totalling to 4.85 hectare water area of the Island. Thus, ICAR-CIFA made aquaculture
accessible to the tribal population.
Acceptability: The freshwater aquaculture intervention of ICAR-CIFA in the Island was
successful, and the beneficiaries achieved a benchmark production of around 800 kg hectare
per year, which increased to 4.3-4.9 tonne hectare per year, resulting in an income of Rs 4.56
lakh per hectare by selling fish at Rs 120 per kg. The success achieved from the intervention
has developed into a model worth trying for many. Top officials of the Forest Department of
West Bengal visited Bali Island many times to witness ICAR-CIFA demonstration activities.
The Forest department has adopted other Islands of the Sunderban Delta for aquaculture
activities. Thus, the intervention was acceptable to the beneficiaries and other stakeholders.

Overall, ICAR-CIFA's intervention in Adivasipara Village in South 24 Paraganas, West

Bengal, demonstrated how the 4A model of rural marketing can be applied effectively to
promote rural development.

BOP OF MARKETING

The BOP (Bottom of the Pyramid) principles of marketing can be applied to the above
passage in the following ways:
Access to Critical Inputs: ICAR-CIFA identified the availability of quality carp seed, other
critical inputs, and technology as major issues for the inhabitants of Adivasipara Village. The
institute conducted surveys, analysed soil and water parameters of the ponds, established a
portable Fiberglass Reinforced Plastic (FRP) carp hatchery for seed production, and supplied
critical inputs for integrated and composite aquaculture. This ensured that the tribal
population had access to the necessary inputs for their livelihood activities.
Low-Cost Solutions: To increase productivity and profit per unit pond area, ICAR-CIFA
designed low-cost duck houses and provided Khaki Campbell ducklings to beneficiaries. This
solution was cost-effective and helped the farmers to diversify their income streams.
Training and Capacity Building: ICAR-CIFA imparted regular trainings to the beneficiaries
on scientific aquaculture practices, demonstrating composite fish culture and enabling them
to achieve a benchmark production of around 800 kg hectare per year to 4.3–4.9 tonne
hectare per year. This helped to build the capacity of the beneficiaries, empowering them to
continue their livelihood activities successfully even when critical inputs could not be
supplied to them.
Social Impact: The success achieved from the freshwater aquaculture interventions in the
Island has developed into a model worth trying for many. The forest department of West
Bengal visited Bali Island many times to witness ICAR-CIFA demonstration activities. After
observing the marked reduction in entry of tribals in the forests, they realized that fishes in
the tank equate money in the bank. Forest department has adopted other Islands of the Sunder
ban Delta for aquaculture activities, thereby having a positive social impact on the local
population.
Overall, the application of BOP principles in this case helped to address the major constraints
faced by the inhabitants of Adivasi Para Village, empowering them to improve their
livelihoods and sustain their economic activities.