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The Untapped Potential: Addressing Marketing Constraints in Dhenkanal Cashew Production

In: Marketing in a Digital World

Author

Listed:
  • Anil Kumar Pandey

    (Department of MBA, Acharya Bangalore Business School)

  • Ranjana Singh

    (Department of MBA, Acharya Bangalore Business School)

  • K. Poornima

    (Department of MBA, Acharya Bangalore Business School)

  • Geevarathna

    (Department of MBA, Acharya Bangalore Business School)

Abstract

Odisha is one of the agricultural states of India and grows many crops, including cashewnut. There are no regulated markets for raw cashew nuts in Kerala and Odisha. Due to the absence of regulated markets, the farmers were forced to sell the raw nuts at prices determined by the local traders. Hence, the present study aims to examine the fundamental problems faced by cashewnut cultivators in marketing their product in the study area, as well as to investigate the factors underlying the existing marketing system that cause marketing obstacles in the study area. The majority of cultivators depend on village traders and outside traders for selling their output. The Government may take some initiative in informing cultivators regarding the provision of price information, thereby helping them improve their economic condition.

Suggested Citation

  • Anil Kumar Pandey & Ranjana Singh & K. Poornima & Geevarathna, 2026. "The Untapped Potential: Addressing Marketing Constraints in Dhenkanal Cashew Production," Springer Books, in: Varsha Jain & Githa S. Heggde & Russell Belk & George Spais (ed.), Marketing in a Digital World, pages 277-302, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-6505-4_14
    DOI: 10.1007/978-981-95-6505-4_14
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