The Rapid Emergence of Branding in Food Retail in Asia: Insights from Bihar (India)

40 Pages Posted: 10 Mar 2014

See all articles by Bart Minten

Bart Minten

International Food Policy Research Institute (IFPRI) - CGIAR Consortium

Krishna M. Singh

Dr. Rajendra Prasad Central Agricultural University

Rajib Kumar Sutradhar

Jawaharlal Nehru University

Date Written: January 9, 2011

Abstract

Local brands are rapidly emerging in food retail in Asia. However, it is not well understood what impact they have in domestic food markets. In a detailed case study of makhana in Bihar, one of the poorest states in India, we see the fast emergence - a doubling over five years leading to a share of 50% in total trade - of more expensive packaged and branded products. Two types of brands can be distinguished. Low-price brands focus exclusively on attractive glossy packing with little consideration for quality. The high-price brands pay attention to quality beyond packing, invest in advertisements and promotion, explore options for value-addition, and employ specialized salesmen. We find that information provided by most of these brands is incomplete or misleading and that there are little direct benefits to the farmers from the emergence of either of these brands. However, farmers might benefit indirectly because of the expanding product demand.

Keywords: Makhana, Branding, Markets, Bihar, India

JEL Classification: Q10, Q11, Q12, Q13

Suggested Citation

Minten, Bart and Singh, Krishna M. and Sutradhar, Rajib Kumar, The Rapid Emergence of Branding in Food Retail in Asia: Insights from Bihar (India) (January 9, 2011). Available at SSRN: https://ssrn.com/abstract=2406537 or http://dx.doi.org/10.2139/ssrn.2406537

Bart Minten

International Food Policy Research Institute (IFPRI) - CGIAR Consortium ( email )

1201 Eye St, NW,
Washington, DC 20005
United States

Krishna M. Singh (Contact Author)

Dr. Rajendra Prasad Central Agricultural University ( email )

Pusa
Samastipur
Pusa-Samastipur, Bihar, Bihar 848125
India
+91-9431060157 (Phone)
+91-6274-240251 (Fax)

HOME PAGE: http://www.rpcau.ac.in/

Rajib Kumar Sutradhar

Jawaharlal Nehru University ( email )

Vasant Vihar
Jawaharlal Nehru University
New Delhi, DE Delhi 110067
India

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