1. An Analysis of Processing and Marketing of Litchi Based Value Added Products in Bihar State
Akhilesh Kumar Mehta, Sr. MBA(ABM),ID No.MBAL-2001
Department of Agricultural Marketing Cooperation and Business Managment, UAS, G.K.V.K., Bengaluru,-65
INTRODUCTION
Litchi occupies an important place in the horticultural landscape of Bihar owing to its geographic confinement and the magnitude of its share to the overall production in the country. Litchi is produced in 27 districts of Bihar with 30,600 ha. area, 2,15,100 MT of production and 7.0 MT/ha. productivity.In Bihar litchi is mainly grown on large scale in the districts of North Bihar, Muzaffarpur, Samstipur, Vaishali, East Champaran, West Champaran, Sitamarhi and Darbhanga. The Muzaffarpur district contributes highest area and production of litchi in state it contributes around 70% of the total production to the state.
Present study is taken up with following objectives,
1. To identify raw material procurement strategy used by the companies for the processing of Litchi.
2.To study different kinds of Litchi based value added products and brands sold in the market and
3.To analyze the consumer preference for Litchi based products.
METHODOLOGY
Study Area: The study was conducted in Muzaffarpur district of Bihar.
Data Source: Primary Data was collected from 60 farmers,5processors ,60 consumers and other market functionaries. Secondary data was collected from National Research Centre for Litchi and other agencies involved in Agriculture marketing.
Analytical Tools: Tools used in analysis were Tabular analysis,Percentage and Ratio analysis.
DISCUSSION
The results of the study reveals that farmers participation was per cent in channel I followed by per cent in channel II and 3.33 per cent in channel III. In quantity terms per cent of per farm litchi production was procured through channel I, 7.29 per cent procured through channel II and 1.21 per cent procured from channel III. (Table no.1)The result is similar to the study made by Anonymous (2010). Out of total market players only 39% of total market players launched identified value added products of litchi.(Fig.1)These results are in lined with findings of Jangir(2010) There are total six number of value added products of litchi sold in the market Honey was the most frequently consumed value added products of litchi followed by jelly (38.33%),juice(36.66%), candy(30%) jam (25%)and squash.(Table no.2) This results are in lined with findings of Jangir(2010).
RESULTS
Table1.Procurement of Litchi through different marketing channels
Fig:-Different Kinds of Litchi based value added products sold in the market
Table 2.Duration wise consumption of various processed products of Litchi
Figures in Parenthesis indicates percentage out of respective column total.
SUMMARY
The study was conducted in purposively selected area of Muzaffarpur District,based on maximum area under Litchi cultivation,clusters of processors and consumers of the city.60 farmers from 3 village, 5 processors and 60 consumers from the city were selected by using simple random technique.Data was collected by using a structured pre-tested interview schedule and analyzed the data by using appropriate statistical tests. The results of the study reveals that farmers participation was per cent followed by 15 per cent in channel II and 3.33 per cent in channel III.In terms of procurement per cent of total litchi production were procured through channel I followed by Channel II and Channel III. Hence channel I is the most used by the processors for procurement of the litchi.In case of identification of value added products and brands of litchi out of total 6 products only 39 per cent market share by the company still 61 per cent oppourtunity for the company to launch their products.
At last regarding consumer preference Honey is most prefered by the consumer followed by the other value added products of litchi.
Sl. No
Marketing channel
No of farms
Total
Quantity(qtl)
Small
Medium
Large 1 I 13
(65.00) 16
(80.00) 20
(100.00) 49
(81.66)
17.53
(55.35)
65.04
(80.57)
238.08
320.63
(91.49) 2 II 5
(25.00) 4
(20.00) - 9
(15.00)
9.87
(31.16)
15.68
(19.43)
25.55
(7.29) 3
III
(10.00)
(3.33)
4.27
(13.48)
(1.21) 60
31.67
80.72
350.45
ADVISORY COMMITTEE
Major Advisor
Dr.B.M.Shashidhar
Advisory committee Members
Dr. G.N.Nagraja
Mr.T.N.Venkata Reddy
Mr.P.V.Rame Gowda
Duration Wise Consumption
Honey
Jam
Jelly
Juice
Squash
Candy
Total
Daily 6
(10)
3 (5)
2 (3.33)
7 (11.66)
11 (18.33) 31
Once in 2 days
10 (16.67)
9 (15)
5 (8.33)
15 (25) 60
Twice in a week
33 (55.55)
15 (25)
23 (38.33)
22 (36.66)
18 (30)
122
Once in a week
8 (13.33)
13 (21.66) 81
Once in a fortnight
3 (5)
4 (6.66) 33
Don't use
14 (23.33) 32