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RURAL MARKETING SYSTEM IN MIZORAM: A STUDY OF SELECTED HORTICULTURE CROPS

A THESIS SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF

DOCTOR OF PHILOSOPHY

LALHMINGHLUI ZADENG MZU REGN. NO. 2003663

Ph.D. REGN. NO. MZU/ Ph.D/ 1025 OF 31.05.2017

DEPARTMENT OF

EXTENSION EDUCATION AND RURAL DEVELOPMENT

SCHOOL OF EARTH SCIENCES AND NATURAL RESOURCE MANAGEMENT

FEBRUARY 2022

(2)

By

Lalhminghlui Zadeng

Department of Extension Education and Rural Development Supervisor: Prof. Lalnilawma

Submitted

In partial fulfilment of the requirement of the Degree of Doctor of Philosophy in Extension Education and Rural Development of Mizoram University, Aizawl

(3)

i

MIZORAM UNIVERSITY

DEPARTMENT OF EXTENSION EDUCATION & RURAL DEVELOPMENT AIZAWL : MIZORAM – 796 004

Post Box No : 190 Phone : 9436143465(M) e-mail : mzut129@mzu.edu.in Dr. Lalnilawma

Professor & Head

C E R T I F I C A T E

This is to certify that the Thesis incorporates Lalhminghlui Zadeng bonafide research and this has not been submitted for award of any degree in this or any other University or Institute of Learning.

( PROF.LALNILAWMA ) Supervisor

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DECLARATION

I, Lalhminghlui Zadeng, hereby declare that the subject matter of this thesis entitled ‘Rural Marketing System in Mizoram: A Study of Selected Horticulture Crops’ is the record of work done by me, that the contents of this thesis did not form basis of the award of any previous degree to me or to the best of my knowledge to anybody else, and that the thesis has not been submitted by me for any research degree in any other university /Institute.

This is being submitted to the Mizoram University for the degree of Doctor of Philosophy in Rural Development.

Dated: 28th February, 2022 Place: Aizawl

( Lalhminghlui Zadeng ) Candidate

Department of Extension Education and Rural Development Mizoram University

( PROF. LALNILAWMA ) (PROF. LALNILAWMA)

Head Supervisor

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iii

ACKNOWLEDGEMENT

First and foremost, I would like to praise and thank God, the almighty, who has granted countless blessing in every steps of my life.

I am profoundly grateful to my supportive supervisor Professor Lalnilawma, Extension Education and Rural Development Department, Mizoram University, for guiding me throughout the course of my research work. This work would not have been possible without his immense knowledge, extensive experience, kind understanding, motivation and constructive criticism. I could not have imagined finding the best guide I wished for my Ph.D research.

I would like to pay my special regards to all the employees of Horticulture Department for their valuable time and assistance in supplying me with relevant literature and data for my thesis.

I am thankful to all the horticultural farmers of thirteen villages across three districts who took their time to engage in my research and share their experience. I wish them all the best and wish them continued success and excellent performance in their chosen profession.

Last but not least, I would like to express my gratitude to my family for their unwavering love and patience, which has enabled me to progress. Heartfelt thanks to my late father, Mr. Lalvuta Zadeng, for always inspiring and helping me in my academic endeavours. Special thanks to my mom, Mrs. Tlangvulliani, for always being there for me. My nephew, Mr. Isak Lalrinfela, has shown me a lot of love and encouragement by assisting me with data collection for my thesis. I consider myself very fortunate.

Lalhminghlui Zadeng

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TABLE OF CONTENTS

Page Certificate

Declaration

Acknowledgement

Table of contents

i ii iii iv

List of Tables xii

List of Figures xv

Chapter 1 Introduction 1

1.1 Brief profile of Mizoram 1

1.2 Horticulture development in Mizoram 2

1.3 Horticulture crops in Mizoram 5

1.4 Marketing of horticulture crops 6

1.5 Rural marketing 7

1.6 Scope of the study 8

1.7 Objectives of the study 9

Chapter 2 Review of Literature 10

2.1 Marketing 10

2.2 Rural marketing 11

2.3 Production in horticulture crop 13

2.3.1 Banana production, harvesting and marketing 18 2.3.2 Orange production, harvesting and marketing 19 2.3.3 Pineapple production, harvesting and marketing 21

2.4 Problems in rural marketing 22

2.4.1 Problems in banana 23

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v

Page

2.4.2 Problems in mandarin orange 23

2.4.3 2.5

Problems in pineapple Research gap

25 26

Chapter 3 Methodology 27

3.1 Area of the study 27

3.1.1 Aizawl 31

3.1.1.1 Seling 33

3.1.1.2 Thingsulthliah 33

3.1.1.3 Samlukhai 33

3.1.2 Champhai 34

3.1.2.1 Dulte 35

3.1.2.2 Sialhawk 35

3.1.2.3 New Chalrang 35

3.1.2.4 Khawhai 36

3.1.3 Serchhip 36

3.1.3.1 Baktawg 37

3.1.3.2 Khumtung 37

3.1.3.3 Chhingchhip 37

3.1.3.4 Keitum 38

3.1.3.5 Bungtlang 38

3.1.3.6 East Lungdar 38

3.2 Sample of the study 39

3.3 Tools and data collection 40

3.4 Data analysis 41

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Chapter 4 Socio-economic Profile of the Respondents

Page 42

4.1 Gender 42

4.2 Age of the respondents 43

4.3 4.4

Educational qualification Household size

47 49

4.5 Ration card held by respondents 52

4.6 Household income 54

4.7 Source of income 58

4.8 Comparison of income across respondents 61

4.9 Affiliation to association 62

4.10 Type of association 63

4.11 Years of experience in association 64

Chapter 5 Cultivation and Marketing of Banana 67

5.1 Cultivation of banana 68

5.1.1 Reason for selecting banana 68

5.1.2 Years of experience in cultivating banana 69

5.1.3 Area of cultivating banana 70

5.1.4 Cropping pattern of banana 71

5.1.5 Number of plants in cultivating banana 73

5.1.6 Information on inputs of banana 73

5.1.7 Source of inputs of banana 74

5.1.8 Gestation period of banana 75

5.1.9 Hiring of labour for cultivating banana 76

5.1.10 Cost of labour for cultivating banana 77

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vii

Page

5.1.11 Support service during cultivating banana 77 5.1.12 Problems related to cultivating banana 78 5.1.13 Suggested solutions for cultivating banana 79

5.2 5.2.1

Harvesting of banana

Quantity of harvesting banana

79 80 5.2.2 Proportion of monthly harvesting banana 81 5.2.3 Transportation involved during harvesting banana 82 5.2.3.1 Transportation arranged during harvesting banana 82

5.2.3.2 Mode of transporting banana 83

5.2.3.3 Distance in transportation during harvesting banana 84

5.2.3.4 Cost incurred in transporting banana 85

5.2.3.5 Hiring labour for harvesting banana 85

5.3 Marketing of banana 86

5.3.1 Form of marketing banana 87

5.3.2 Reason for the form of marketing banana 87 5.3.3 Best time for marketing banana (Month) 88

5.3.4 Methods of fixing the price of banana 88

5.3.5 Marketing channel of banana 89

5.3.6 Mode of receiving payment of banana 90

5.3.7 Mode of transporting banana 90

5.3.8 Distance of transporting banana 91

5.3.9 Cost of transporting banana 91

5.3.10 Hired labour for marketing banana 92

5.3.11 Problems related to marketing banana 93

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Page 5.3.12 Suggested solutions for marketing banana 93

6.1 Cultivation of orange 96

6.1.1 6.1.2

Reason for selecting orange

Years of experience in cultivating orange

96 97 6.1.3

6.1.4

Area of cultivating orange Cropping pattern of orange

98 98 6.1.5 Number of plants in cultivating orange 100

6.1.6 Information on inputs of orange 101

6.1.7 Source of inputs of banana 101

6.1.8 Gestation period of orange 103

6.1.9 Hiring of labour for cultivating orange 104 6.1.10 Cost of labour for cultivating orange 104 6.1.11 Support services during cultivating orange 105 6.1.12 Problems related to cultivating orange 105 6.1.13 Suggested solutions for cultivating orange 106

6.2 Harvesting of orange 107

6.2.1 Quantity of harvesting orange 107

6.2.2 Proportion of monthly harvesting orange 108 6.2.3 Transportation involved during harvesting orange 109 6.2.3.1 Transportation arranged during harvesting orange 110

6.2.3.2 Mode of transporting orange 110

6.2.3.3 Distance in transportation during harvesting orange 111 6.2.3.4 Cost incurred in transporting orange 111

6.2.4 Hiring labour for harvesting orange 112

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ix

Page

6.3 Marketing of orange 113

6.3.1 Best time for marketing orange (Month) 113

6.3.2 Measurement used in marketing orange 114

6.3.4 Marketing channel of orange 115

6.3.5 Mode of receiving payment of orange 116

6.3.6 Mode of transporting orange 116

6.3.7 Distance of transporting orange 117

6.3.8 Cost of transporting orange 117

6.3.9 Problems related to marketing orange 118

6.3.10 Suggested solutions for marketing orange 118 Chapter 7 Cultivation and Marketing of Pineapple 120

7.1 Cultivation of pineapple 121

7.1.1 Reason for selecting pineapple 121

7.1.2 Years of experience in cultivating pineapple 122

7.1.3 Area of cultivating pineapple 122

7.1.4 Cropping pattern of pineapple 123

7.1.5 Number of plants in cultivating pineapple 125

7.1.6 Information on inputs of pineapple 125

7.1.7 Source of inputs of pineapple 126

7.1.8 Gestation period of pineapple 127

7.1.9 Hiring of labour for cultivating pineapple 128 7.1.10 Cost of labour for cultivating pineapple 128 7.1.11 Support services during cultivating pineapple 129 7.1.12 Problems related to cultivating pineapple 130

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Page 7.1.13 Suggested solutions for cultivating pineapple 130

7.2 Harvesting of pineapple 131

7.2.2 Proportion of monthly harvesting pineapple 132 7.2.3 Transportation involved during harvesting pineapple 133 7.2.3.1 Transportation arranged during harvesting pineapple 133

7.2.3.2 Mode of transporting pineapple 134

7.2.3.3 Distance in transportation during harvesting pineapple 134 7.2.3.4 Cost incurred in transporting pineapple 135 7.2.4 Hiring labour for harvesting pineapple 136

7.3 Marketing of pineapple 137

7.3.1 Best time for marketing pineapple (Month) 137 7.3.2 Measurement used in marketing pineapple 138 7.3.3 Methods of fixing the price of pineapple 138

7.3.4 Marketing channel of pineapple 139

7.3.5 Mode of receiving payment of pineapple 139

7.3.6 Mode of transporting pineapple 140

7.3.7 Distance of transporting pineapple 140

7.3.8 Cost of transporting pineapple 141

7.3.9 Hired labour for marketing pineapple 141

7.3.10 Problems related to marketing pineapple 142 7.3.11 Suggested solutions for marketing pineapple 143 Chapter 8 Summary, conclusion and recommendations 145

8.1 Summary 145

8.1.1 Socio-economic profile 145

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xi

Page

8.1.2 Banana cultivation and marketing 146

8.1.4 Pineapple cultivation and marketing 154

8.2. Conclusions 158

8.3 Recommendations 160

Appendices

A. Interview Schedule 164

References

Brief Bio-Data of the Candidates Particulars of the Candidates

170 178 180

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LIST OF TABLES

Table Page

3.1 Area of the study 29

3.2 Sample of the study 39

4.1 Gender of the respondents 43

4.2 Age of the respondents 44

4.3 Distribution of respondents according to age group 46

4.4 Educational qualification of respondents 47

4.5 Household size of the respondents 50

4.6 Distribution of respondents according to household size 51

4.7 Ration card held by respondents households 53

4.8 Household income 54

4.9 Distributions of respondents according to household income 56

4.10 Source of household income 59

4.11 Proportion of different source of household income 60

4.12 Comparison of income from agriculture across respondents 62

4.13 Affiliation to association 62

4.14 Type of association 63

4.15 Years of experience in association 65

4.16 Years of experience in association 66

5.1 Reason for selecting banana 69

5.2 Years of experience in cultivating banana 70

5.3 Area of cultivating banana 70

5.4 Cropping pattern of banana 71

5.5 Crops cultivated with banana* 72

5.6 Number of plants in cultivating banana 73

5.7 Inputs for banana crop* 74

5.8 Source of inputs for banana crops* 74

5.9 Gestation period of banana 76

5.10 Hiring of labour for cultivating banana 76

5.11 Purpose of hiring labour for cultivating banana 76

5.12 Cost of labour for cultivating banana 77

5.13 Support services during cultivating banana 78

5.14 Problems related to cultivating banana 78

5.15 Suggested solutions for cultivating banana 79

5.16 Quantity of harvesting banana 80

5.17 Distribution of respondents according to the quantity of harvesting banana 81

5.18 Proportion of monthly harvesting banana 82

5.19 Transportation arranged during harvest and post-harvesting banana 83

5.20 Mode of transporting banana 84

5.21 Distance in transportation harvested banana 84

5.22 Cost incurred in transporting banana 85

5.23 Hiring labour for harvesting banana 86

5.24 Cost of hired labour for harvesting banana 86

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xiii

Table Page

5.25 Form of marketing banana 87

5.26 Reason for the form of marketing banana 87

5.27 Best month of marketing banana 88

5.28 Methods of fixing the price in banana crops 89

5.29 Marketing channel of banana 89

5.30 Mode of receiving payment of banana 90

5.31 Mode of transporting banana 90

5.32 Distance of transporting banana 91

5.33 Cost of transporting banana 91

5.34 Hiring labour for marketing banana 92

5.35 Cost of hiring labour for marketing banana 92

5.36 Problems related to marketing banana 93

5.37 Suggested solutions for marketing banana 94

6.1 Reason for selecting orange* 97

6.2 Years of experience in cultivating orange 97

6.3 Area of cultivating orange 98

6.4 Cropping pattern of orange 99

6.5 Crops cultivated with orange* 99

6.6 Number of plants in cultivating orange 100

6.7 Inputs for orange crop* 101

6.8 Source of inputs of orange* 101

6.9 Gestation period of orange 103

6.10 Hiring of labour for cultivating orange 104

6.11 Cost of labour for cultivating orange 104

6.12 Support services during cultivating orange 105

6.13 Problems related to cultivating orange 106

6.14 Suggested solutions for cultivating orange 106

6.15 Quantity of harvesting orange 108

6.16 Distribution of respondents according to the quantity of harvesting of orange 108

6.17 Proportion of monthly harvesting orange 109

6.18 Transportation arranged during harvest and post-harvesting orange 110

6.19 Mode of transporting orange 110

6.20 Distance in transportation harvesting orange 111

6.21 Cost incurred in transporting orange 112

6.22 Hiring labour for harvesting orange 112

6.23 Cost of hiring labour for harvesting orange 112

6.24 Best month of marketing orange 114

6.25 Measurement used in selling orange 114

6.26 Methods of fixing the price of orange 115

6.27 Marketing channel of orange 116

6.28 Mode of receiving payment of orange 116

6.29 Mode of transporting orange 117

6.30 Distance in transporting orange 117

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Table Page

6.31 Cost of transporting orange 118

6.32 Problems related to marketing orange 118

6.33 Suggested solution for marketing orange 119

7.1 Reason for selecting pineapple* 122

7.2 Years of experience in cultivating pineapple 122

7.3 Area of cultivating pineapple 123

7.4 Cropping pattern of pineapple 123

7.5 Crops cultivated with pineapple* 124

7.6 Number of plants in cultivating pineapple 125

7.7 Inputs for pineapple crop* 126

7.8 Source of inputs of pineapple* 126

7.9 Gestation period of pineapple 127

7.10 Hiring of labour for cultivating pineapple 128

7.11 Purpose of hiring labour for cultivating pineapple 128

7.12 Cost of labour for cultivating pineapple 129

7.13 Support services during cultivating pineapple 129

7.14 Problems related to cultivating pineapple 130

7.15 Suggested solutions for cultivating pineapple 130

7.16 Quantity of harvesting pineapple 131

7.17 Distribution of respondents according to the quantity of harvesting pineapple 132

7.18 Proportion of monthly harvesting pineapple 132

7.19 Transportation arranged during harvest and post-harvesting pineapple 134

7.20 Mode of transporting pineapple 134

7.21 Distance in transportation harvested pineapple 135

7.22 Cost incurred in transporting pineapple 136

7.23 Hiring labour for harvesting pineapple 136

7.24 Cost of hiring labour for harvesting pineapple 136

7.25 Best month of marketing pineapple 137

7.26 Measurement used in marketing pineapple 138

7.27 Methods of fixing the price of pineapple 138

7.28 Marketing channel of pineapple 139

7.29 Mode of receiving payment of pineapple 140

7.30 Mode of transporting pineapple 140

7.31 Distance of transporting pineapple 141

7.32 Cost of transporting pineapple 141

7.33 Hiring labour for marketing pineapple 142

7.34 Cost of hiring labour for marketing pineapple 142

7.35 Problems related to marketing pineapple 143

7.36 Suggested solution for marketing pineapple 143

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xv

LIST OF FIGURES

Figure Page

1.1 Domain of rural marketing 8

3.1 Location map of Mizoram 30

3.2 Map of Mizoram highlighting the study area 31

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RURAL MARKETING SYSTEM IN MIZORAM: A STUDY OF SELECTED HORTICULTURE CROPS

AN ABSTRACT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF

DOCTOR OF PHILOSOPHY

LALHMINGHLUI ZADENG MZU REGN. NO. 2003663

Ph.D. REGN. NO. MZU/ Ph.D/ 1025 OF 31.05.2017

DEPARTMENT OF

EXTENSION EDUCATION AND RURAL DEVELOPMENT

SCHOOL OF EARTH SCIENCES AND NATURAL RESOURCE MANAGEMENT

FEBRUARY 2022

(19)

RURAL MARKETING SYSTEM IN MIZORAM: A STUDY OF SELECTED HORTICULTURE CROPS

By

Lalhminghlui Zadeng

Department of Extension Education and Rural Development Supervisor: Prof. Lalnilawma

Submitted

In partial fulfilment of the requirement of the Degree of Doctor of Philosophy in Extension Education and Rural Development of Mizoram University, Aizawl

(20)

The present study “Rural Marketing System in Mizoram: A Study of Selected Horticulture Crops” has been conceived with the desire to understand the marketing system of horticulture crops in the state of Mizoram. The approach of the study was confined to the domain of rural marketing – rural to rural and rural to urban.

Horticulture development in Mizoram

Mizoram, one among the seven-sister states covers an area of 21,081 Sq.

km,out of which 11.56 lakh hectares (55%) is an identified potential area for horticulture crops. The climate on Mizoram offers an excellent scope for successful cultivation of various horticulture crop which can be grown successfully even under rainfed conditions. It would not be an exaggeration to say that there is literally no crop that can be grown in Mizoram provided timely artificial irrigation can be ensured. In the past two decades, there has been an unraveling progress in horticulture covering far and wide across the state. Some few remarkable changes towards development of horticulture in the State worth mentioning. (Government of Mizoram, 2016).

Marketing of horticulture crops

Marketing is a significant socio-economic practice with a long tradition. It is a necessary task for the fulfillment of human desires as well as the improvement of social welfare. It provides a boost to demand by supplying products and services.

Marketing brings together suppliers and customers for shared benefit, which makes it easier for customers to acquire control of products and services. If the products

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produced are not distributed to customers by effective marketing mechanisms, production would be worthless.

Phillip Kotler (2002) defined “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others”.

Rural marketing

Jha (1988) has proposed a domain of rural marketing, which has found wider acceptance in the current literature (Modi, 2009). He visualized the domain of rural marketing as the flow of goods between rural and urban areas (Figure 1).

As per Jha’s (1988) framework, box numbers one, two and three broadly represent the domain of rural marketing – the flow of goods from rural to rural, rural to urban, and urban to rural areas. The study of the flow of goods between rural areas can be considered intra-rural marketing – the marketing of rural produce to rural consumers. This has been a largely neglected research area.

Fig. 1: Domain of rural marketing TO Rural Urban

FROM Rural 1 2

Urban 3 4

Source: Jha (1988)

The flow of goods from urban to rural has received wider academic and business attention, and it is frequently equated with rural marketing (Nabi and Raut 1995; Singh 1992). One may venture that the marketing of Fast Moving Consumer

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component of rural marketing. The study of the flow of goods from rural to urban incorporates marketing of farm and non-farm produce in urban areas.

Scope of the study

The approach of present study on ‘Rural Marketing System in Mizoram’

followed Jha’s (1988) framework on the 'domain of rural marketing’ approach to study the marketing system of selected horticulture crops. The study looked into the system of flow of rural produce particularly of horticulture crops – from rural to rural and rural to urban. Focus of the study was to identify the existing rural marketing system – various market chains and channels involved in the process of transferring horticulture produce from the hands of rural farmers to the hands of consumers, the supporting services available, problems being faced in marketing. The study also tried to come up with appropriate measures for desirable rural marketing environments.

Objectives of the study

The objectives of the study are as follow:

1) To identify the existing rural marketing system;

2) To identify the supporting services available in rural marketing;

3) To identify the opportunities and constraints faced in rural marketing;

4) To suggest measures for improve rural marketing system.

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2. Research Methodology:

To achieve the objectives of the study, a sound and effective methodology is a prerequisite in research. The selection of the research subject, area of the study, sample size, data collection methods, sampling techniques and the method of data analysis determines the validity of the research in achieving objectives of the study.

This Chapter on methodology presents area of the study, sample of the study, tools for data collection and data analysis.

Area of the study

Firstly, the districts having a comparatively high volume of production of selected crops were identified in consultation with Horticulture Department, Gov’t.

of Mizoram. Three districts namely Aizawl, Champhai and Serchhip were selected.

Out of these districts, three villages each having comparatively high production were again identified for each of the selected crops. Thus, a total of nine villages, three each from the selected districts were covered for each crop. List of villages selected for the study is presented in Table 3.1.

Though the list of villages covered for each crop appears to be 27 altogether, the actual number of villages covered in the study was 13 because there are villages which shared the crops under the study. The sample villages included Seling, Thingsulthliah and Samlukhai under Aizawl District; Dulte, New Chalrang, Sialhawk and Khawhai under Champai District; Baktawng, Khumtung, Chhingchhip, Keitum, Bungtlang and East Lungdar under Serchhip District.

Table 3.1: Area of the study

Crop Village District

Banana Seling Aizawl

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Dulte

Champhai Sialhawk

Khawhai Baktawng

Serchhip Khumtung

East Lungdar

Orange

Seling

Aizawl Thingsulthliah

Samlukhai Sialhawk

Champhai New Chalrang

Khawhai Keitum

Serchhip Bungtlang

East Lungdar

Pineapple

Seling

Aizawl Thingsulthliah

Samlukhai Sialhawk

Champhai New Chalrang

Khawhai Chhingchhip

Serchhip Keitum

Bungtlang

It may be noted that the collection of data was done prior to creation of a new district viz. Khawzawl district and the sample villages previously falling under Champhai district are now in now under Khawzawl district. The villages under Khawzawl districts are Dulte, Khawhai, New Chalrang and Sialhawk.

Sample of the study

The sample of the study was drawn from farmers in the selected villages who have been engaged in cultivating the selected crops with at least two or three years of

(25)

experience in marketing the crops. In determining sample size, total enumeration of farmers who cultivated the selected crops in each sample village were first identified with the help of respective Village Councils from which 30 percent of the farmers were randomly selected. These 30 percent of farmers served as respondents of the study. Sample of the study for each selected crop may be seen in Table 3.2.

Table 3.2: Sample of the study

District Village Sample

Banana Orange Pineapple Total

Aizawl

Seling 5

(17)

5 (17)

3 (10)

13 (44) Thingsulthlaih 8

(27)

6 (20)

3 (10)

17 (57)

Samlukhai 5

(17)

7 (23)

8 (27)

20 (67)

Total 18

(61)

18 (60)

14 (47)

50 (168)

Champhai

Dulte 18

(60) - - 18

(60)

Sialhawk 6

(20)

9 (30)

10 (34)

25 (84)

NewChalrang - 5

(17)

8 (26)

13 (43)

Khawhai 2

(8)

4 (13)

7 (24)

13 (45)

Total 26

(88)

18 (60)

27 (84)

71 (232)

Serchhip

Baktawng 30

(99) - - 30

(99)

Khumtung 38

(126) - - 38

(126)

Chhingchhip - - 18

(60)

18 (60)

Keitum - 6

(20)

12 (39)

18 (59)

Bungtlang - 9

(30)

4 (13)

13 (43) East Lungdar 3

(10)

12

(40) - 15

(50)

Total 71

(235)

27 (90)

34 (112)

132 (437)

(26)

Figures in parentheses are number of farmers reported by the VCs

Tools and data collection

The required data for the research was collected from primary and secondary sources. Personal interview technique was used for collecting the primary data. For this, the interview schedule was formulated by the researcher in line with the objectives of the study. The interview schedule essentially comprised of two parts – 1) Socio-economic Profiles of the respondents and 2) Activities related to production and marketing of selected crops which include production/cultivation, harvesting, post-harvest and marketing. The interview schedule was pre-tested to a group of farmers who are not a part of sample of the study. Based on the results of the pre- test, necessary revision or improvement of the interview schedule was made before the actual collection of field data.

The researcher personally visited all the sample villages and collected the required data with the help of Interview Schedule. The field data collection was carried out during September, 2018 to January, 2019. Secondary data required for the study was also be collected from various relevant sources such as Government Reports, Census, internet, books and journals.

Data analysis

The qualitative data collected from the field were encoded and analysed using descriptive statistical tools such as frequency counts, percentage, mean, standard deviation and range. The study also used qualitative data obtained from the field.

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3. Results:

The results of the study are presented and discussed as follows: - Socio-Economic Profile

Out of the total 251 respondents, of the households 82.47 percent belonged to male while the rest 17.53 percent belonged to female. The number of respondents who cultivated banana comprised of 115 while respondents who cultivated orange and pineapple comprised of 63 and 73 respectively. The age of the respondents on average was 57.53 years while the highest number of respondents belonged to the category of ’50 – 60 years’ of age. The results on age of the respondents an indication that the respondents are in a good working age.

With regards to educational qualification of the respondents, the highest number of the respondents belonged to those who completed primary and high school levels of education. Household size of the respondents was 4.48 while majority of respondent’s households fell within the category of having ‘5 – 10 members’.

The kind of ration card held by the household is one way of understanding the status of respondent. The results show that majority of the respondents belonged to blue ration card also known as Priority Households (PHH) meaning that they belonged to BPL category.

The annual household income of respondents on average was Rs 2,07,868.5 and the largest number of respondents belonged to the annual income category of

‘Rs.1,00,000 – 2,00,000’. The main source of household income of as reported by the respondents was agriculture. Apart from farm income, the other sources of

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17.13 percent, petty shops with 13.94 percent and daily labour with 9.16 percent.

The overall results on proportion of various sources of respondents income revealed that agriculture occupied highest with 49.86 percent followed by government service with 29.19 percent, petty shop with 12.27 percent while the proportion of daily labour was least with 8.69 percent. Comparison of income across different group of farmers given the same area of cultivation (income per Tin) was further made and the results revealed that the income of banana farmers was highest over orange and pineapple farmers.

With regards to information on respondents’ affiliation to association, only 31.47 percent of the respondents reported to have affiliation to association. The associations in which majority of the respondents were affiliated to happened to be those associations formed by farmers. However, unlike the overall results the associations to which majority of the banana farmers were affiliated to belonged to those formed by governmental department. The overall data on years of experience with association further revealed that majority of the respondents belonged to the category of those who have ‘less than 10 years’ of experience.

Banana cultivation and marketing

The variety of banana cultivated by the respondent farmers was tall cavandish. The reason for selection of banana crop as given by majority of the respondents (67.83%) was ‘easy to sell’ followed by ‘easy to grow’, ‘more profitable’, ‘government scheme’ and ‘interest in the crop’. The average years of

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experience the respondents had been involved in cultivating the crop was 15.49 years while the area of cultivation on average was 2.71 tin.

On the cropping pattern, majority of the respondents (89.57%) reported to practice mixed cropping. Out of this, the highest number (30.43%) cultivated banana with two crops followed by those who cultivated with three crops. The mean number of plants cultivated by the farmers was 1001.30 while majority of the respondents (76.52%) belonged to those who cultivated equal to or less than the mean.

The inputs of banana crops identified by the respondents included suckers, nutrient, sprayer and insecticides. The source of inputs sucker as reported by the majority of the respondents included ‘by self’ (84.35%) followed by horticulture department, relatives, NLUP, AMFU. The sources of nutrient as reported by the respondents on the other hand included horticulture department with the highest 9.57 percent followed by self, IWMP and MGNREGS. Only few respondents reported of arranging sprayer and insecticide by self with 2.61 percent and 1.74 percent respectively.

The gestation period of banana as reported by large majority (91.30%) of respondents, was one year. With regards to hiring of labour for cultivation, majority of the respondents (52.17%) reported of hired labour for cultivating banana and the purpose of hiring labour as reported by large majority (96.67%) was for ‘weeding’

followed by ‘spraying’ and ‘planting’.

The mean cost of labour for cultivation by the respondents was Rs.1850 while the cost of labour incurred by majority of the respondents (83.33%) was equal to or less than the mean. Only eight respondents said they received support services during cultivation, out of which equal number of 37.50 percent received in cash from

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from horticulture department.

There were 35 respondents who reported of facing problems during the cultivation of banana. The problems reported by highest number of respondents included ‘insects attacks’ with 34.29 percent followed by ‘animals attacks’, ‘soil problems’, ‘shortage of labour in weeding’, ‘transportation of harvested crops’,

‘water scarcity’ and ‘disease’. Out of 115 respondents, only 14 respondents gave suggestion for solving their problems. The suggested solutions given by highest number (30.77%) included ‘nutrients’ followed by ‘insecticide’, ‘financial assistance’, ‘water supply’, ‘fencing materials’, and ‘transportation facilities’.

The mean quantity of banana harvest as reported by the respondents was 43339.13, majority of the respondents (72.17%) belonged to those who harvested equal to or less than the mean while most of them belonged to the category of those who harvested between ‘10000 to 50000’ pieces.

With regards to the proportion of monthly harvest it could be observed that the respondents harvest banana through out the year while the quantity of harvest was observed to be little higher in the months of June, July, August and September.

The transportation arranged during harvesting and post-harvesting as reported by highest number of respondents was ‘farm to house’ with 46.96 percent followed by

‘farm to main road’, ‘farm to market’ and ‘farm to jhum house’.

The data on mode of transportation further show that, majority of the respondents (69.57%) transported their banana harvest by ‘head load’ while the rest transported using ‘vehicle’. The overall mean distance in transporting harvested banana, was 1.79 km. Only 20.87 percent of the respondents reported of spending

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money for transportation of their harvested crops. Only 9.57 percent hired labour for harvesting with the mean cost of Rs. 3,981.80, while majority (54.55%) of the respondent belonged to the category of those who spent equal to or less than the mean of hiring cost.

The results on form of marketing show that a large majority of the respondents (97.39%) reported of selling their crops in ‘raw or fresh’ form while few reported selling their crops in ‘processed’ form and few but negligible number said that they said that they sell their crops in ‘both’ raw and processed forms. Large majority of the respondents (93.91%) said that it is ‘easy to sell’ their crops in ‘raw or fresh’.

When asked of the best month for marketing banana, the highest number (36.52%) stated ‘August’ as the best month for marketing and the number is followed by September and October. The results on methods of fixing the price reveal that highest number of respondents (39.13%) fixed the price by ‘self (farmer)’

followed by the ‘buyer’ and ‘both (self and buyer)’. With regards to marketing channel as reported by the respondents, the channel followed by majority of the respondents (71.30%) supplied was ‘producer to wholesaler’ followed by those who followed ‘producer to consumer’ and ‘producer to retailer’.

On mode of receiving payment, a large majority of the respondents (90.43%) reported that they received payment ‘after sales’. Few respondents reported of receiving payment on ‘instant cash’. On the mode of transporting bananas in marketing, majority of the respondents (77.39%) transported their harvest by ‘head load’.

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of a kilometre. The mean distance of transportation was 7.43 km and the distance travelled by majority of the respondents (88.70%) was equal to or less than the mean distance (7.43 km). The mean cost of transportation reported by the respondents was Rs. 2377.80 and the transportation cost incurred by majority of the respondents (66.67%) was equal to or less than the mean (Rs.2377.80).

With regards to the information on hiring labour, only 1.74 percent reported of hiring labour for marketing and the mean cost of hiring labour for marketing was Rs.3600.

Only few respondents of facing problems in marketing. The problem stated by highest number of respondents (29.17%) was ‘bad market place’ followed by

‘price fluctuation’, ‘low price’, ‘less demand’, ‘hard to ripen in winter’ and ‘hard to sell in month end’. Only 13 respondents gave suggested solutions to marketing problems. The suggested solutions included proper policy for fixing price ‘selling in kg’ and ‘proper market place’.

Orange cultivation and marketing

The variety of orange cultivated by the respondent farmers was mandarin orange. The reason for selection of orange crop as given by majority of the respondents (71.43%) was ‘easy to sell’ followed by ‘easy to grow’, ‘government scheme’, ‘more profitable’, ‘suitable to soil’ and ‘interest in the crop’. The average years of experience the respondents had been involved in cultivating the crop was 18.49 years while the area of cultivation on average was 3.19 tin.

On the cropping pattern, majority of the respondents (68.25%) reported to practice mixed cropping. Out of this, the highest number (25.40%) cultivated orange

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with two crops followed by those who cultivated with more than four crops. The mean number of plants cultivated by the farmers was 960 while majority of the respondents (90.48%) belonged to those who cultivated equal to or less than the mean.

The inputs of orange crops identified by the respondents included budding, nutrient, sprayer, insecticides, water tank and water pipe. The source of inputs budding as reported by a large number of the respondents included ‘by self’

(82.54%) followed by NLUP, horticulture department and IWMP. The sources of nutrient as reported by the respondents included horticulture department with the highest 19.05 percent followed by association, self and NLUP. The source of sprayer as reported by the respondents on the other handincluded horticulture department with the highest 9.52 percent followed by self. Few respondents (4.76) reported of getting insecticide from horticulture department while equal number of respondents said that they had to manage insecticide by self respectively. There were also few respondents who reported of getting support in terms of water tank and pipes from horticulture department.

The gestation period of orange as reported by the highest (38.71%) of respondents, was seven year. For those who reported of hiring labour for cultivation (41.27%), the purpose of hiring labour was mostly for ‘weeding.’

The mean cost of labour for cultivation by the respondents was Rs.783.3 while the cost of labour incurred by majority of the respondents (69.23%) was equal to or more than the mean. There were thirteen respondents who received support services during cultivation which included support in terms of cash and training. The highest number of respondents (30.77%) reported of receiving support in terms of

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IWMP. Another kind of support stated by the respondents was training and the highest (15.38%) number of respondents reported of receiving training from horticulture department followed by NLUP.

There were 35 respondents who reported of facing problems during the cultivation of orange. The problems reported by highest number of respondents was

‘disease’ with 31.43 percent followed by ‘insects attacks’, ‘water scarcity’, ‘financial problems’, ‘soil problems’, ‘transportation of harvested crops’, ‘lack of nutrients’,

‘animals attacks’, ‘shortage of labour in weeding’ and ‘dryness of tree’. Out of 63 respondents, 26 respondents gave suggestion for solving their problems. The suggested solutions given by highest number (26.92%) was ‘insecticide’ followed by

‘water supply’, ‘financial assistance’, ‘nutrients’, ‘changing scheme’, ‘training’ and

‘water tank’.

The mean quantity of orange harvest as reported by the respondents was 23536.51, majority of the respondents (76.19%) belonged to those who harvested equal to or less than the mean while most of them belonged to the category of those who harvested ‘below 10000’ pieces.

With regards to the proportion of monthly harvest it could be observed that orange is a seasonal crop, that the respondents harvest orange in the month of January, February, September, October, November and December and for majority of the respondents (82.54%), the quantity of harvest was found to be highest in the month of December. The transportation arranged during harvesting and post- harvesting as reported by majority of respondents was ‘farm to house’ with 78.95 percent followed by ‘farm to main road’ and ‘farm to market’.

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The data on mode of transportation further show that, majority of the respondents (70.91%) transported their orange harvest by ‘head load’ while the remaining transported using ‘vehicle’. The overall mean distance in transporting harvested orange, was 2.05 km. There were few respondents (9.52%) who reported of spending money for transportation of their harvested crops. Only 9.52 percent reported of hiring labour for harvesting with the mean cost of Rs. 3200, while majority (83.33%) of the respondents belonged to the category of those who spent equal to or more than the mean of hiring cost.

The results on form of marketing show that all the respondents sell their crops in raw/fresh form. The respondents were also asked of the best month for marketing orange, majority of the respondents with 57.14 percent stated ‘December’ as the best month for marketing. The results on methods of fixing the price reveal that majority of respondents (50.79%) fixed the price by ‘both (self and buyer)’ followed by ‘self (farmer)’ and ‘buyer’. With regards to marketing channel as reported by the respondents, the channel followed by the highest number of the respondents (34.92%) was ‘producer to pre-harvest buyer’ and ‘producer to wholesaler’ followed by ‘producer to consumer’ and ‘producer to retailer’.

On mode of receiving payment, majority of the respondents (69.84%) reported that they received payment ‘after sales’ followed by ‘instant cash’ and

‘both’. On the mode of transporting harvested orange, majority of the respondents (61.90%) transported their harvest by ‘head load’.

The mean distance orange farmers had to their harvest was 76.71 km and of the respondents (53.97%) the distance was equal to or less than the mean (76.71 km).

The mean cost of transportation reported by the respondents was Rs. 3660 and the

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less than the mean (Rs.3660).

Only 12 respondents reported of facing problems in orange marketing. The problem stated by majority of respondents (66.67%) was ‘price fluctuation’

followed by ‘less demand’, ‘storage’ and ‘payment’. Only 7 respondents gave suggested solutions to marketing problems. The suggested solutions included

‘proper market place’, ‘storage’ and ‘sell in kg’.

Pineapple cultivation and marketing

The variety of pineapple cultivated by the respondent farmers was mauritius.

The reason for selection of pineapple crop as given by majority of the respondents (58.90%) was ‘easy to sell’ followed by ‘more profitable’, ‘government scheme’,

‘suitable to soil’, ‘interest in the crop’ and ‘easy to grow’. The average years of experience the respondents had been involved in cultivating the crop was 13.54 years while the area of cultivation on average was 2.65 tin.

On the cropping pattern, majority of the respondents (79.54%) reported to practice mixed cropping. Out of this, the highest number (28.77%) cultivated pineapple with two crops followed by those who cultivated with only one crops. The mean number of plants cultivated by the farmers was 14471 while majority of the respondents (69.86%) belonged to those who cultivated equal to or less than the mean.

The inputs of pineapple crops identified by the respondents included suckers, crown, nutrient, insecticides and water pipe. All the respondents said that they procured sucker and crown ‘byself’ while the sources reported by few respondents

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were NLUP, IWDP and horticulture department. The sources of nutrient input reported by few, respondents included ‘horticulture department’. Few respondents also reported of procuring insecticide ‘by self’ while water pipes were provided by horticulture department.

The gestation period of pineapple as reported by large majority (78.08%) of respondents, was two years. With regards to hiring of labour for cultivation, majority of the respondents (60.27%) reported of hiring labour for cultivating pineapple and the purpose of hiring labour as reported by large majority (90.91%) was for ‘weeding’ followed by ‘planting’.

The mean cost incurred by respondents on labour for cultivation was Rs.

1213.014 while the cost of labour incurred by majority of the respondents (59.09%) was equal to or more than the mean. Only fifteen respondents said they received support services during cultivation in the form of cash and training. Majority of the respondents (60%) received cash from NLUP followed by horticulture department and IWDP whereas only one respondent received training (6.67%) from NLUP.

There were 27 respondents who reported of facing problems during the cultivation of pineapple. The problems reported by highest number of respondents included ‘animals attacks’ with 37.04 percent followed by ‘water scarcity’, ‘insects attacks’, ‘shortage of labour in weeding’, ‘lack of nutrients’ and ‘transportation of harvested crops’. Out of 73 respondents, only fourteen respondents gave suggestion for solving their problems. The suggested solutions given by majority of the respondents (57.14%) included ‘financial assistance’ followed by ‘provision of water tank’, ‘provision of insects’, provision of iron fencing’ and ‘provision of water supply’

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36022.60 pieces, majority of the respondents (83.56%) belonged to those who harvested equal to or less than the mean while most of them belonged to the category of those who harvested ‘below 10000’ pieces.

With regards to the proportion of monthly harvest it could be observed that pineapple is a seasonal crop. The highest harvest of pineapple as reported by large majority of the respondents (91.78%) was in the month of August. The transportation arranged during harvesting and post-harvesting as reported by highest number of respondents was ‘farm to house’ with 49.32 percent followed by ‘farm to main road’, ‘farm to market’ and ‘farm to jhum house’.

The data on mode of transportation further show that, majority of the respondents (68.49%) transported their pineapple harvest by ‘head load’ while the rest transported using ‘vehicle’. The overall mean distance in transporting harvested pineapple was 4.05 km. Only 12.33 percent of the respondents reported of spending money for transportation of their harvested crops. Only 8.22 percent hired labour for harvesting with the mean cost of Rs. 10462while majority (68.75%) of the respondent belonged to the category of those who spent equal to or less than the mean of hiring cost.

The results on form of pineapple marketing show that all the respondents mostly sold their crops in raw/fresh form. When asked of the best month for marketing pineapple, majority of the respondents (53.42%) stated ‘August’ as the best month for marketing and the number is followed by July, June and September.

The results on methods of fixing the price reveal that highest number of respondents (38.36%) fixed the price by ‘all (Buyer, self and association)’ followed by the

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‘buyer’, ‘self (Farmer)’ and ‘association’. With regards to marketing channel, the channel followed by majority of the respondents (73.97%) supplied was ‘producer to wholesaler’ followed by those who followed ‘producer to consumer’ and ‘producer to retailer’.

On mode of receiving payment, majority of the respondents (57.53%) reported that they received payment ‘instant cash’. On the mode of transporting harvested pineapple, majority of the respondents (75.34%) reported of transporting their harvest by ‘head load’.

The mean distance of transportation was 57.17 km and the distance travelled by majority of the respondents (67.12%) was equal to or less than the mean distance (57.17 km). The mean cost of transportation reported by the respondents was Rs.

5973.10 and the transportation cost incurred by majority of the respondents (83.33%) was equal to or less than the mean (Rs. 5973.1).

With regards to the information on hiring labour, only 1.74 percent reported of hiring labour for marketing and the mean cost of hiring labour for marketing was Rs. 7200.

Only 36 respondents reported of facing problems in marketing. The problem related to marketing as reported by majority of the respondents (69.44%) was ‘price fluctuation’ followed by ‘storage’ and ‘transportation’. Only 11 respondents gave suggested solutions to marketing problems. The suggested solutions included proper

‘market place’, ‘provision of storage facilities’, ‘sell in kg’, proper ‘pre-harvest buying arrangement’ and ‘provision of budget for procuring farm produces.’

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Based on the findings of the study, conclusions and recommendations are drawn and presented as below:

1. The total number of respondents of banana, orange and pineapple are 251.

The respondents with an average 57 years were in a working age. With regards to educational qualification, the highest number of respondents completed primary and high school levels.

2. The family status of the respondents was categorized in terms of ration cards held by them i.e. AAY, PHH and APL. Most of the respondents belonged to PHH category (categorized as BPL families).

3. The main source of household income of the respondents was agriculture.

Apart from agriculture income, government service constitutedan other source of income.

4. Among the different group of respondents given the same area of cultivation (income per Tin), the income of banana farmers was highest over orange and pineapple farmers.

5. Only few respondents had affiliation to association and most of these associations were formed by the government. The length of affiliation most of the respondents had with association was ‘less than 10 years.

6. The variety of banana cultivated by most of the respondent farmers was tall cavandish while the variety of orange cultivated by the respondent farmers was mandarin orange. The variety of pineapple cultivated by the respondent farmers on the other hand was mauritius.

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7. The reasons stated by most of the respondents for selecting the crops were

‘easy to sell’, ‘easy to grow’, ‘more profitable’, ‘government scheme’,

‘interest in the crop’ and ‘suitable to soil’.

8. On the cropping pattern, the respondents practiced mixed cropping mostly with one or two other crops.

9. The inputs required for cultivation of the selected crops included mainly of planting materials (suckers, budding, crown), nutrient, sprayer, insecticides, water tank and water pipe. The sources of inputs specified by the respondents include self, horticulture department, relatives, and other schemes such as NLUP, AMFU, IWMP, MGNREGS and IWDP.

10. On the mode of transportation of harvested crops, most of the respondents had to transport their harvested crops by ‘head load’ while a good number could use ‘vehicle’ to transport their crops.

11. On the form of marketing of the selected crops, large majority of the respondents sold their crops in raw/fresh. The best month for marketing the crops were banana for August, orange for December and pineapple for August.

12. The problem related to cultivation were insects, animal attack, soil, weeding, transportation, water, disease, nutrients and finance while the problems faced during marketing was bad market place, price fluctuation, low price, less demand, hard to ripen in winter, hard to sell in month end, storage, payment and transportation.

13. The suggested solutions for problems related to cultivation were provision of nutrients, provision of insecticide, financial assistance, provision of water

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scheme and provision of training whereas the suggested solutions for marketing were proper system of fixing price, selling in Kg, proper market place, provision of storage facilities, better pre-harvest buying system and provision of budget by government for marketing.

14. Farmers’ associations play important role in strengthening capacity and marketing systems. In case of present study, most of the respondents were affiliate to associations. This calls for farmers to organize themselves into farmers’ organizations or farmers’ associations so that they may get more benefits by forming farmers’ organizations or associations in their livelihood endeavours.

15. Quality seed is first and foremost important input for farmers to have quality produce. Provision of quality seeds at the right time and affordable price will enhance the productivity and marketability of the crops. It is recommended that continuous efforts may be made by concerned Government Departments so quality seeds are available for farmers at the right time and affordable price.

16. Other inputs required for cultivation of horticulture crops, in addition to quality seeds, as pointed out by the respondents included water, insecticide and fertilizers etc. Provision of water supply facilities, insecticide and fertilizers at affordable cost will also be of great to farmers to have quality and marketing produces.

17. In rural areas, majority of farmers still transport their harvested crops by head load, which necessitates the use of a vehicle to transport their harvested

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crops. Thus construction of link roads will be of great help for in transporting their crops from farm to house and markets which will save much of their time and money on labour costs. Possibility may be sought to construct more agriculture link roads to the extent possible.

18. One of the problems pointed out by the respondents was lack of storage facilities for their harvested crops which is very essential component of marketing systems particularly in rural areas. Hence, provision of proper storage facilities for harvested crops is pressing need of the farmers in rural Mizoram to strengthen the rural marketing system giving special attention to marketing of horticulture crops.

19. Continuous efforts on capacity building of farmers in all processes of cultivation, harvesting and marketing are still found to be necessary. More of well thought out strategies for capacity building are called for in order to further strengthen the capacity of farmers so they will be equipped with requisite knowledge not only on cultivation but also on marketing of their produce.

20. Another problem faced by the respondents was animal attack. In cases where problems of animal attack are often faced by farmers, possibility may be sought out to give supports in terms of provision of fencing materials.

21. Proper pricing policy is one important aspect of rural marketing that requires attention especially in situations where price fluctuations are common. It is therefore recommended that proper pricing policy for horticulture crops may be framed by concerned authority to prevent price fluctuation and manipulation of middle-men in various stages of marketing channels. One

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selling the crops in terms weight instead of selling in pieces.

22. Farmers require a suitable market place to sell their crops. More market opportunities may be created for rural farmers. Construction of more village market-sheds in strategic places may be of great help for rural farmers to market their produce. Better strategies for marketing the rural produce to urban areas may also be of great motivation factor for rural farmers.

23. The requirement for large-scale and well-organized agri-marketing initiatives is critical. For this, two components of the market may be considered: the marketing network and the real control of market activity. The changing nature of linkages between agriculture and markets necessitates the strengthening of the regulated market system. The government should review its rules and regulations in order to strengthen the marketing network and ensure that prices are set on a competitive basis and those markets are not manipulated.

24. The study covered only three crops i.e. bananas, oranges, and pineapples with limited scope of study. Further study is recommended in similar nature of rural marketing covering more crops with a wider scope of study to improve and strengthen rural marketing system in Mizoram.

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References

A Glimpse of Mizoram Horticulture 2016. Department of Horticulture Government of Mizoram.

Jha, M, (1988) ‘Rural Marketing : Some Conceptual Issues’, Economic and Political weekly, 23 (9) : M8-M16.

Kotler, Phillip, (2002), Marketing Management, Prentice Hall of India, New Delhi.

Nabi, M.K.and K.C.Raut. (1995) ‘Problems and Impreratives of Rural Marketing in India,’ Indian Journal of Marketing, 24(2-3):16-24.

Singh.P.(1992) ‘Marketing Strategy to Tap rural Marketing,’ Journal of Rural Development, 11(2):175-85.

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INTRODUCTION

The present study “Rural Marketing System in Mizoram: A Study of Selected Horticulture Crops” has been conceived with the desire to understand the marketing system of horticulture crops in the state of Mizoram. The approach of the study was confined to the domain of rural marketing – rural to rural and rural to urban.

This introductory chapter starts with a brief profile of Mizoram followed by brief information on horticulture development, cultivation and marketing of horticulture crops in Mizoram. The chapter further presents the definition of rural marketing, scope and objectives of the study.

1.1 Brief profile of Mizoram

Mizoram is an expanse of blue-green hills situated at the southern extreme of North-East India, having a geographical area of 21,081 sq.km., bounded by Cachar District of Assam and Manipur to the North, Chin hills in Myanmar to the south, Tripura and Chittagong hills of Bangladesh to the west. It lies between 20 20’ and 24 27’N latitudes and 90 20’ E longitude.

Mizoram became the 23rd State of the Indian Union in February 1987, having only 9.8 lakh population in the 2001 census, comprising of 8 districts. It enjoys a splendid blend of climatic conditions of topical, sub tropical and temperate zone climates and the hill ranges run in a North-South direction with varying altitudes with an average height of 920m above sea level, coupled with a high mean annual rainfall of

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2

2,500 mm and high relative humidity upto 90%. The soils are loamy to clay, rich in organic carbon and moderately rich in available potash. The temperature during the summer season varies from 20 C to 34 C and during the winter season from 8 C to 17 C.

Due to high rainfall from May to September, the soil is acidic ranging from 4.5-5.6 pH.

The economy of over 70% of the population in Mizoram is based on farming and jhuming/shifting cultivation which is the mainstay of the majority of the farmers. As there is a very small area of flat land for practicing Wet-Rice Cultivation (WRC), farmers of Mizoram have no alternative but to practice jhuming which is a very fragile means of livelihood. To change the existing jhuming practices to permanent settlement of farming, horticulture is the only option, where not even 10% of the total potential cultivable land for horticulture crops has been covered. With all these advantages, Mizoram has tremendous scope for the cultivation of a wide range of horticulture crops and generating steady income and livelihood (Government of Mizoram, no date).

1.2 Horticulture development in Mizoram

In Mizoram, Horticulture Department become a full-fledged department when it was bifurcated from Agriculture Department in March, 1997. At the time of bifurcation, development in the field of horticulture was minimal mainly due to fund constraints.

With the launching of ‘Technology Mission for Integrated Development of Horticulture in the North East Region’ in August 2001, the development of horticulture in the state has been going by leaps and bounds.

Mizoram, one among the seven-sister states covers an area of 125.15502 hectares, out of which the total production is 625.006 (MT) of horticulture crops. The

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climate in Mizoram offers an excellent scope for successful cultivation of various horticulture crops which can be grown successfully even under rainfed conditions. It would not be an exaggeration to say that there is literally no crop that can be grown in Mizoram provided timely artificial irrigation can be ensured. In the past two decades, there has been unraveling progress in horticulture covering far and wide across the state.

Some of the few remarkable changes towards the development of horticulture in the State worth mentioning are (Government of Mizoram, 2019):

- Horticulture, in its most primitive method, was part of life in Mizo society, who adopted cultivation of horticulture crops in jhum farming since time immemorial.

- Horticulture products such as fruits, vegetables, spices, flowers etc. earned no cash and were regarded as worth household consumption only till recently.

- Home gardening, Kitchen gardening or Back yard gardening become a practice after the settlement of the English Missionary in Mizoram at the end of the 19th Century.

- Jhum gardening is practiced by innovative farmers in a village after the intervention of the government through departments till lately.

- The horticulture department was established in the state in the year 1993 and became a full-fledged department in 1997.

- Production and productivity were very low despite high potentiality.

References

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