Role of KASAM in Marketing of Organic Turmeric in Kandhamal District of Odisha

Abstract

The present study was conducted in Daringbadi block (Kandhamal district) of Odisha. Primary data was collected for the year 2015-16 using semi-structured interview schedules from seventy turmeric growers selected from ten villages. The paper aims to study the marketing practices and channels involved in the marketing of organic turmeric, as well as to identify major constraints in marketing of organic turmeric. Three marketing channels were found to be dominant in the study area namely, Channel I: producer---consumer, Channel II: producer-- commission agent-- local wholesaler– retailer-- consumer, Channel III: producer-- KASAM agency (Kandhamal Apex Spices Association for Marketing) -- state wholesaler—retailer-- consumer, The study revealed that local wholesaler and KASAM agency are important in the marketing of organic turmeric in the study area contributing to 54.28 per cent of the marketing channels. KASAM (Kandhamal Apex Spices Association for Marketing) agency was established on 1st September 1998 and has been able to solve the problems in marketing of organic turmeric to a great extent. The marketable surplus augmented with increase in production. Intensified efforts are needed to identify the specific problems related to turmeric marketing. Major marketing problems included non-availability of varieties that fetch higher market value, higher commission charges, lack of nearest market, unawareness among organic turmeric growers about its sky-rocketing prices in cities and export, obligation of the poor farmer producer to repay the loan and lack of proper storage facility. To overcome the problem and make organic turmeric marketing a profitable one, development of infrastructure, improved storage structures, timely extension services, entrepreneurship skills and awareness is essential.