Articles
Developments in marketing litchi in India: an assessment
Article number
1447_1
Pages
1 – 12
Language
English
Abstract
Litchi (Litchi chinensis Sonn.) is one of the finest fruits of the world.
It is always held in high esteem due to its attractive appearance and deliciously flavoured sweet, juicy aril.
India produced a total of 0.728 million t of fresh litchi fruits in 2021. In 2000, the production was 0.356 million t.
Thus, over a period of two decades the increase in production is more than double.
Over 90% of the total production come from small-scale producers who have orchards planted in holding sizes varying between 0.5 and 2.5 ha.
Such farmers produce relatively low volumes and sell their produce to middle men before harvest.
The middle men carry out all the processes of harvesting, grading, packing and shipping to distant markets inside or outside the state.
Due to high perishability and short shelf life lasting hardly for 1 or 2 days, insufficient logistics for postharvest handling and competitiveness in export markets, most fresh litchi fruit are traded in domestic markets and consumed locally.
In the recent past lot of government initiatives have been taken to enhance marketing facilities that include massive investment in creation of transport, storage and processing infrastructure for perishable commodities.
Several state level litchi growers’ cooperatives and FPOs (Farmer Producer Organisations) have been provided financial and technical support to promote sustained quality production and improve growers’ price realizations.
Reality check for the assurance given by the preharvest contractors/bidders to get a higher-than-average profitability proved to be a common misconception surrounding major litchi producing belts in the country.
This paper discusses in detail reasons for wide yearly fluctuations in supply and profitability in sale through different outlets, strategies adopted for shortening the supply chain activities and improving its visibility, and impact of fast digitalization of various production and marketing functions in India through Digital Agriculture Mission and some other such IT outfits or startups.
It is always held in high esteem due to its attractive appearance and deliciously flavoured sweet, juicy aril.
India produced a total of 0.728 million t of fresh litchi fruits in 2021. In 2000, the production was 0.356 million t.
Thus, over a period of two decades the increase in production is more than double.
Over 90% of the total production come from small-scale producers who have orchards planted in holding sizes varying between 0.5 and 2.5 ha.
Such farmers produce relatively low volumes and sell their produce to middle men before harvest.
The middle men carry out all the processes of harvesting, grading, packing and shipping to distant markets inside or outside the state.
Due to high perishability and short shelf life lasting hardly for 1 or 2 days, insufficient logistics for postharvest handling and competitiveness in export markets, most fresh litchi fruit are traded in domestic markets and consumed locally.
In the recent past lot of government initiatives have been taken to enhance marketing facilities that include massive investment in creation of transport, storage and processing infrastructure for perishable commodities.
Several state level litchi growers’ cooperatives and FPOs (Farmer Producer Organisations) have been provided financial and technical support to promote sustained quality production and improve growers’ price realizations.
Reality check for the assurance given by the preharvest contractors/bidders to get a higher-than-average profitability proved to be a common misconception surrounding major litchi producing belts in the country.
This paper discusses in detail reasons for wide yearly fluctuations in supply and profitability in sale through different outlets, strategies adopted for shortening the supply chain activities and improving its visibility, and impact of fast digitalization of various production and marketing functions in India through Digital Agriculture Mission and some other such IT outfits or startups.
Authors
M. Kumar, P.K. Ray
Keywords
litchi, marketing, supply chain, postharvest logistics, storage, transport, processing, infrastructure, India, technology transfer, digital innovations, export
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