NEW DELHI:
Spices Board is providing a platform for farmers groups and cooperatives from various parts of the country to market their products at India’s biggest consumer goods fair, the India International Trade Fair (IITF) 2017.
The Board, which not only deals with spices marketing and exports but is actively involved in training and supporting farmers in spices producing regions across the country, has a 35 sq metre stall at the exhibition for promotion of spices and farmers groups. Among the groups promoting their products there this year is the Annamananda Farmers Producer Company Ltd from Thrissur in Kerala with a range of nutmeg and related products.
The All J&K Saffron Growers Development & Marketing Cooperative Association and the New All J&K Saffron Growers Development and Marketing Cooperative, both based in Pampore, Kashmir, have brought saffron and related products including kahwa and kahwa powder, to the IITF. A representative from Kashmir said they were marketing their products for superior quality and highly competitive pricing. “One gram of saffron retails at about Rs 320-350 per gram in the market, but we are offering it for Rs 250 here at our stall; and the quality is absolutely guaranteed as it comes directly from the farmers,” he said.
Saffron, the signature Kashmiri produce, is one of the spices that the Board is actively trying to boost in both domestic and international markets, including efforts to secure GI (geographical indication) registration for it.
Spices Board Chairman Dr. A Jayathilak said it was important to get grassroots participation for marketing efforts to succeed. “We want the farmers’ groups and cooperatives to take the lead in showcasing their products, making trade deals and driving exports, which is why they should have greater visibility at events such as IITF,” he said.
The outlets have seen a steady stream of visitors, with especially high footfall over the weekend. Also flying off the shelves are products from the Spices Board’s own enterprising initiative ‘Flavourit’ which offers a range of items from conventional spices, spice extracts and herbs to spice-enriched soaps and cosmetics, and even chocolates.
For many customers the Spices Board stall is a regular draw at the IITF. “I always make it a point to stock up on spices from here at every trade fair. I have never been disappointed with the quality, which is a big concern these days. When buying from a government outlet I can be assured of authentic, unadulterated products,” said Mrs. Neeta Sharma, a visitor to the stall.
The Spices Board stall will remain open in Hall No. 18 at the exhibition venue until the close of IITF 2017 on November 27.
