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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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    References listed on IDEAS

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    Cited by:

    1. 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).
    2. 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.
    3. 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).
    4. 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.
    5. repec:unt:jnapdj:v:24:y:2017:i:1:p:117-145 is not listed on IDEAS

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    Keywords

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

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