value chain – ginger

VALUE CHAIN – GINGER VALUE CHAIN – GINGER

• Praveen Keshav

• Vinodkumar

• Anoop.S

• Devi Prasada.P

• Raveendhar.K

• 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 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 gingerMarketing 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

• 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

Village merchantVillage merchant

Commission agentCommission agent

ExporterExporter

GrowersGrowers

ConsumerConsumer

Existing marketing channel of ginger -I

GrowersGrowers

Village Merchant Village Merchant

Commission agent Commission agent

Wholesalers of assembling market

Wholesalers of assembling market

Wholesalers of consuming market

Wholesalers of consuming market

RetailersRetailers

ConsumersConsumers

Existing Marketing Channel of Ginger – II

GrowerGrower

WholesalerWholesaler

ConsumerConsumer

RetailerRetailer

ExportExport

Labor Labor

Capital Capital

Existing Marketing Channel of Ginger – III

Land OwnerLand Owner

TRANSPORTERTRANSPORTER

Consumer Consumer

Existing distribution channel in - Assam

TRADERTRADER

WHOLE SELLERWHOLE SELLER

DIFFERENT MARKET

DIFFERENT MARKET

GIN-FED (Co-operative)

GIN-FED (Co-operative)

GrowerGrower

Consumer Consumer

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:

CO-OPERATIVESCO-OPERATIVES

EXPORT

EXPORT

PRICE, STORAGE Transportation INPUT EXTENSION

PRICE, STORAGE Transportation INPUT EXTENSION

GROWERGROWER

TRADER TRADER

WHOLESALERSWHOLESALERS

RETAILERSRETAILERS

DRY AND FRESH GINGER DRY AND FRESH GINGER

PROCESSING CO-OPERATIVES PROCESSING CO-OPERATIVES

CONSUMER CONSUMER

EXPORT

EXPORT

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