MARKETING MANAGEMENT OF PROCESSED SPICES PRODUCTS IN PUNE DISTRICT OF WESTERN MAHARASHTRA – A CASE STUDY

Abstract

Spices are the pearls of developing countries. India, known as the home of spices, boasts a long history of trading with the ancient civilizations of Rome and China. India has the largest domestic market for spices in the world.The annual production of spices in India is about 7.07 million tones and is exporting around 180 spices products in over 150 nations. The annual production in Maharashtra is about 0.37 million tones. The net share of Indian spices in world trade is about 35 percent.The present study was undertaken for estimation of marketing costs, margins, price spread and to identify the different channels existing in marketing of selected processed products in selected processing industry.The total marketing cost in channel-I accounted to Rs. 13.38, Rs. 16.18 and Rs. 18.98 per kg for Onion garlic masala, Garam Masala and Goda masala respectively. The total marketing cost incurred by the producer in Channel-II were Rs. 12.18, Rs. 14.68 and Rs. 18.43 whereas marketing cost incurred by the retailer were Rs. 18.00, Rs. 19.00 and Rs. 18.75 per kg for Onion garlic masala, Garam Masala and Goda masala respectively.Producer’s profit margin was Rs. 45.50, Rs. 68.22, Rs. 32.75 per kg in channel-I and Rs. 22.70, Rs. 39.72, Rs. 22.30 per kg in channel-II for Onion garlic masala, Garam Masala and Goda masala respectively. It was concluded that producer is getting more profit in Channel – I than the Channel – II due to no intermediaries.It was concluded that the producer’s profit margin in channel-I was more than in channel-II.Producer’s share in consumer’s rupee was more in channel-I than in channel-II due to no intermediaries in channel-I.