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Title: Small scale processing and marketing of under utilized fruits-Case study of Amla in India
Authors: T M, Gajanana
I N D, Gowda
B M C, Reddy
Keywords: amla
underutilized fruits
Small Scale processing
Issue Date: 2008
Publisher: University of Southampton, UK
Citation: Gajanana, T.M, IND Gowda and BMC Reddy, 2008. Small scale processing and marketing of underutilized fruits – case study of Amla in India, In: J. Smart and N. Haq (Eds). New crops and uses – their role in a rapidly changing world, University of Southampton, UK, pp. 101-112
Abstract: Indian Institute of Horticultural Research, Bangalore, India, under the aegis of International Centre for Underutilised Crops (ICUC), trained the officials of Bharathiya Agro-Industries Foundation (BAIF), a non-government organization (NGO), on small scale processing and marketing of underutilized fruits in August 2004. As a result, small scale processing units had been established at the village level in Karnataka, Maharashtra and Gujarat in India for processing of underutilized fruits like amla, tamarind and jackfruits into different products. A survey was undertaken after six months of training to ascertain the processing and marketing of underutilized fruit products. The results revealed that small scale processing of amla into raw pickle was found profitable with a net profit of Rs.6/kg of raw pickle. The cost of processing of amla into hot pickle worked out to Rs.50.04/kg of pickle produced. With a price of Rs.60/kg, the processors could realize a net profit of Rs.9.96/kg by preparing amla pickle. The processor’s margin was observed to be 19.92 per cent. The cost of producing one bottle (500 ml) of amla squash worked out to Rs.15.01 and with a price of Rs.40/bottle, a bottle of squash could fetch a profit of Rs.24.99. Market survey in Hassan district markets in Karnataka state indicated that underutilized fruit products like amla pickle were sold by retailers in small quantities. While wholesaling of these products was not found feasible, some retailers expressed their willingness to sell with some conditions: sample to be given, payment after sales, a margin of 20-25 per cent and small sized packets. The conditions need to be fulfilled to have markets for the products of the small scale processing units. Market survey in Pune markets in Maharashtra state indicated that underutilized fruit products like amla pickle, amla squash and amla supari (digestive amla) were already there in the markets though their share was very small. Retailers were willing to market the products of the units with the conditions: sample to be given, sale after consumer response; good quality with reasonable price; small sized packets (200-250 g) with a margin of 25-35 per cent. Market survey in Valsad district markets in Gujarat state indicated the presence of underutilized fruit products like pachan amla (digestive amla), ber powder, salted ber and tamarind candy under different brand names (Oswal, Khelkar, frootlet etc). These accounted for 6-10 per cent of wholesale trade and 11-20 per cent of retail trade indicating thereby the existence of markets for underutilized fruit products. Despite small share, these products had made their presence felt in the market. Consumer survey in Pune and Valsad markets indicated that by and large, the consumers accepted the quality and price of the underutilized fruit products. They preferred the amla supari in small sized (10-15 g) sachets in 100 g polythene pouch. However, there was a need to improve the labeling. The consumers expressed that the label should contain the contents, ingredients, best before date, manufacturing date and medicinal value of the product along with the price
URI: http://hdl.handle.net/123456789/65
Appears in Collections:Economics & Statistics

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