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VALUE CHAIN – GINGER

• • • • •

Praveen Keshav Vinodkumar Anoop.S Devi Prasada.P Raveendhar.K

CONTENTS
 Introduction to Ginger  Marketing of ginger  Existing distribution system &network  Problem &challenges in existing system  Suggest improved value chain flow to strengthen the planters and growers  Conclusion

Introduction
 Common name : Ginger  Botanical Name: Zingiber officinale  Family Name: Zingiberaceae  Parts Used: Roots  Habitat: Southern China

Cont….
• • • • • Total Area -83000 hectares Production - 303400 tones Productivity -3477 kg Kerala - 25% (area & production ) Highest productivity - Tamil Nadu, Nagaland Meghalaya u p ,Kerala etc are above the all India level. • India, with over 30% of the global share, now leads in global production of ginger, replacing China,

Types of ginger
• Dried Ginger • Fresh Ginger

Marketing of ginger
• The green ginger sold to the middleman or to the local merchants • sometimes through the sub Dallas, and Dallas, agents of commission, agents of secondary markets to whole sale terminal market • The marketing agencies are managed mainly by the private traders • a few co operative marketing societies have been handling this product in small quantities

Growers

Village merchant
Commission agent

Exporter

Consumer

Existing marketing channel of ginger -I

Growers Village Merchant
Commission agent
Wholesalers of assembling market

Wholesalers of consuming market

Retailers

Consumers
Existing Marketing Channel of Ginger – II

Land Owner Grower Wholesaler Retailer

Capital Labor

Export

Consumer
Existing Marketing Channel of Ginger – III

Grower
TRADER

Consumer

GIN-FED (Cooperative)

WHOLE SELLER

TRANSPORTER

DIFFERENT MARKET

Consumer

Existing distribution channel in - Assam

Problems & challenges of existing marketing channel
• No organized market for ginger in most of the growing states. • Exploitation of commission agents and village merchants in wholesale and secondary markets • Absence of effective competitive market for ginger • Traditional method of drying ginger hinders the quality, so commission agents toll the growers • Lack of developed markets and large even scattered form of market (seasonal). • Lack of value addition and processing techniques involved. • Absence of input and other sources of production from government or co-operatives.

Suggested value chain for growers:

PRICE, STORAGE Transportatio n INPUT EXTENSION

GROW ER

TRADER

DRY AND FRESH GINGER

CO-OPERATIVES
WHOLESALERS

PROCESSING COOPERATIVES
E X P O R T

RETAILERS

E X P O R T

CONSUMER

Conclusion
• Ginger has a foreign exchange of 30 crore per annum. • The losses the grower experiences through traders, middleman and other intermediaries makes very hard to grow • Value chain - strategic co-operative marketing society • domestic consumption of ginger is ever increasing in India so efforts are needed to promote a better distribution marketing channel

Thank- you