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

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dc.creatorMinten, Bart
dc.creatorSingh, K.M.
dc.creatorSutradhar, Rajib
dc.date2012
dc.date2024-10-01T13:58:53Z
dc.date2024-10-01T13:58:53Z
dc.date.accessioned2026-06-27T15:46:36Z
dc.descriptionLocal brands are rapidly gaining agricultural market share in developing countries. However, it is not well understood how they reshape agricultural value chains and what the implications are for consumers and producers. In a detailed case study of the value chain of makhana in Bihar, we see the fast emergence —a doubling over five years—of more expensive packed and branded products. The effect on consumers is ambiguous. While the emergence of brands leads to increasing differentiation in retail markets, the brands in these settings provide mostly incomplete or misleading information for the consumer, and the quality of products contained in branded bags is often lower than for loose products. We also find that farmers realize few direct benefits from the presence of these brands.
dc.formatapplication/pdf
dc.identifierhttps://hdl.handle.net/10568/154004
dc.identifier.urihttp://hdl.handle.net/123456789/114295
dc.languageen
dc.publisherInternational Food Policy Research Institute
dc.rightsOpen Access
dc.sourceMinten, Bart; Singh, K. M.; Sutradhar, Rajib. 2012. Branding and agricultural value chains in developing countries: insights from Bihar, India. IFPRI Discussion Paper 1207. Washington, DC: International Food Policy Research Institute (IFPRI). https://hdl.handle.net/10568/154004
dc.subjectvalue chains
dc.subjectbranding
dc.subjectconsumer behaviour
dc.titleBranding and agricultural value chains in developing countries: insights from Bihar, India
dc.typeWorking Paper

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Instituto Internacional de Investigación sobre Políticas Alimentarias (IFPRI)