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

Authors: Minten, Bart and Singh, K.M. and Sutradhar, Rajib

Place: Washington, DC [etc.]

Publisher: International food policy research institute (IFPRI)

Year: 2012

Journal: IFPRI discussion paper

Volume: 1207

PAGE: --

Subject: Value Chains for Development

Keywords: agricultural product marketing, business names, trademarks, branded merchandise, developing countries

Abstract: Local brands are rapidly gaining agricultural market share in developing countries. Implications for agricultural value chains, consumers and producers were examined. A detailed case study of the value chain of makhana in Bihar showed fast emergence of more expensive packed and branded products.

URL: http://www.ifpri.org/sites/default/files/publications/ifpridp01207.pdf

Document type: Portal