Marketing Practices of Cardamom Growers: A Study in the Western Ghats of South India

Abstract

This article makes an attempt to elucidate the marketing practices of cardamom growers in the Western Ghats of south India. The article is based on a sample study conducted among 300 cardamom planters in three states, namely, Tamil Nadu, Kerala and Karnataka. The study was conducted so as to understand the marketing practices of cardamom growers in the study area. As such the study has revealed the practices in cardamom marketing such as sales and pricing of small cardamom in Kerala, Karnataka and Tamil Nadu, under a comparative framework. The article, based on the findings of the study, offers suggestions which have policy implications. The study suggests a strong role of government with regard to regulations of marketing of small cardamom in India.