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Branding and agricultural value chains in developing countries: insights from Bihar, India:

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  • Minten, Bart
  • Singh, K. M.
  • Sutradhar, Rajib

Abstract

Local brands are rapidly gaining agricultural market share in developing countries. However, it is not well understood how they reshape agricultural value chains and what the implications are for consumers and producers. In a detailed case study of the value chain of makhana in Bihar, we see the fast emergence —a doubling over five years—of more expensive packed and branded products. The effect on consumers is ambiguous. While the emergence of brands leads to increasing differentiation in retail markets, the brands in these settings provide mostly incomplete or misleading information for the consumer, and the quality of products contained in branded bags is often lower than for loose products. We also find that farmers realize few direct benefits from the presence of these brands.

Suggested Citation

  • Minten, Bart & Singh, K. M. & Sutradhar, Rajib, 2012. "Branding and agricultural value chains in developing countries: insights from Bihar, India:," IFPRI discussion papers 1207, International Food Policy Research Institute (IFPRI).
  • Handle: RePEc:fpr:ifprid:1207
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    Cited by:

    1. Prakash P., & Kishore A., & Roy D., & Behura D. & Immanuel S., 2017. "Biofortification for Reducing Hidden Hunger: A Value Chain Analysis of Sweet Potato," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 30(2).
    2. Assefa, Thomas Woldu & Minten, Bart, 2015. "Can agricultural traders be trusted? Evidence from urban coffee markets in Ethiopia:," ESSP working papers 72, International Food Policy Research Institute (IFPRI).
    3. Shankar, Tara & Singh, K.M., 2016. "An Analysis on Problems of Vegetables Marketing in Farmers’ Market of Jharkhand - A Case Study in Ranchi District," MPRA Paper 78721, University Library of Munich, Germany, revised 15 Apr 2017.
    4. Minten, Bart & Assefa, Thomas Woldu & Abebe, Girum & Engida, Ermias & Tamru, Seneshaw, 2016. "Food processing, transformation, and job creation: The case of Ethiopia’s enjera markets," ESSP working papers 96, International Food Policy Research Institute (IFPRI).
    5. Chux Gervase Iwu & Christian Nedu Osakwe & Joseph Omotosho Ajayi, 2015. "Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(5), pages 1661-1669.
    6. Shankar, Tara & Singh, K.M., 2016. "An analysis of Marketed Surplus and Price Spread of Cauliflower in S. Chotanagpur (Jharkhand) for Sustainable financial inclusion of Tribal Farmers," MPRA Paper 78722, University Library of Munich, Germany, revised 09 Apr 2017.
    7. Craig Johns & Pamela Lyon & Randy Stringer & Wendy Umberger, 2017. "Changing urban consumer behaviour and the role of different retail outlets in the food industry of Fiji," Asia-Pacific Development Journal, United Nations Economic and Social Commission for Asia and the Pacific (ESCAP), vol. 24(1), pages 117-145, June.

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    value chain; Branding; Consumer behavior.; Consumer preferences;
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