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

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

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.

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Paper provided by International Food Policy Research Institute (IFPRI) in its series IFPRI discussion papers with number 1207.

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Date of creation: 2012
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Handle: RePEc:fpr:ifprid:1207
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  1. Maertens, Miet & Swinnen, Johan F.M., 2009. "Trade, Standards, and Poverty: Evidence from Senegal," World Development, Elsevier, vol. 37(1), pages 161-178, January.
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  5. Delgado, Christopher L. & Narrod, Clare A. & Tiongco, Marites M. & Barros, Geraldo Sant'Ana de Camargo & Catelo, Maria Angeles & Costales, Achilles & Mehta, Rajesh & Naranong, Viroj & Poapongsakorn, N, 2008. "Determinants and implications of the growing scale of livestock farms in four fast-growing developing countries:," Research reports 157, International Food Policy Research Institute (IFPRI).
  6. N. Lalitha & Carl E. Pray & Bharat Ramaswami, 2008. "The Limits of intellectual property rights: Lessons from the spread of illegal transgenic seeds in India," Indian Statistical Institute, Planning Unit, New Delhi Discussion Papers 08-06, Indian Statistical Institute, New Delhi, India.
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