Green and fair trade of indigenous palm candy

Purpose - The purpose of this paper is to disseminate the success of enterprise development activities initiated by a voluntary organization working in Kanyakumari District of India. Design/methodology/approach - The paper was prepared in discussion with rural artisans and staff of voluntary organization. Findings - It was found that the indigenous palm candy production gave better livelihood for the Nadar community whose prime occupation is harvesting of palm products. Even though the community was in the lowest ebb of the society, proper enterprise capacity building, value addition to palm product like palm candy, marketing and access to credit have paved way for the development of the community. The institutions promoted by Palmyrah Workers Development Society catered to the enterprise intervention of the community thereby increasing the income level of the families. Even though globalization is a threat for rural artisan products, the concept of green and fair trade is providing avenues for rural enterprise. Research limitations/implications - The study was restricted within a particular community and within a given geographical area. Practical implications - Even though palm candy is having good market at international market, quality control and eco‐certification is a problem at field level. Originality/value - The paper illustrates how a backward community has developed enterprise skills and achieved better livelihood options.