J. Glob. Innov. Agric. Sci.,2021, 9(1):57-65 ISSN (Online): 2311-3839; ISSN (Print): 2312-5225 DOI: https://doi.org/10.22194/JGIAS/9.92556 http://www.jgiass.com

AN EXPLORATORY STUDY OF SOCIO-ECONOMIC CHALLENGES OF JASMINE FLOWER CULTIVATORS AND TRADERS OF SOUTH INDIA WITH SPECIAL REFERENCE TO POST GEOGRAPHICAL INDICATION

Vidya Suresh1,*, Mustafa Kan2 and Satyanarayna Rentala3

1College of Banking and Financial Studies, PO Box 3122, PC 112, Muscat, Sultanate of Oman; 2Kirsehir Ahi Evran University, Agricultural Faculty, Department of Agricultural Economics, Kirsehir-Turkey; 3Bharathidasan Institute of Management, Tiruchirappalli, India *Corresponding author’s e-mail: [email protected]

The paper aims to highlight the distinctiveness of a Geographical Indication (GI) tagged product from South India, called ‘Madurai Malli’, meaning Jasmine flower. Also, understand the socio-economic challenges of Jasmine cultivators and traders in their day to day life. The purpose was to uncover their plight whose traditional occupation and livelihood had been the cultivation of Jasmine but presently are on the verge of shunning it. The paper adopts an exploratory study using the open- ended approach of grounded theory, including 15 in-depth interviews and an expert group discussion using the snow-ball approach with stakeholders representing the Madurai Malli supply chain at various levels. The data were complemented by documentary photographs taken during the field visit. Though Madurai Malli was recognized with GI, the paper provides empirical insights about support expected from the State concerning the supply chain management of Madurai Malli, i.e., cold logistics, temperature-controlled warehousing, and regulating the minimum price of the produce. Jasmine cultivation is slowly losing its commercial importance partially due to urbanisation and lack of support from the State as well as the Central Government. The study results may not be generalized due to its chosen approach. Cold logistics and supply chain is an essential infrastructure needed for maintaining the freshness and value of perishables. Therefore, researchers are encouraged to test the proposed propositions further. However, the work can be extended to other perishable products which are of similar kind but different regions. The paper includes implications for the development of an indigenous product’s supply chain that can improve the socio-economic status of traditional occupations such as cultivation, warehousing, and retail sale of Jasmine, extending the use of GI and raising awareness on producers and consumers. This research is a wake-up call for policymakers who can implement and better scheme for the community involved in Madurai Malli cultivation and trade, thereby restore their livelihood as well as the occupation. This paper fulfils an identified need to study the impact of GI tag on Jasmine flower. Keywords: Floriculture, geographical indication, Madurai Malli, Jasmine flower, shelf life, Supply chain, marketing, refrigerated logistics.

INTRODUCTION urban communities have developed unique products based on the interaction between traditional skill and knowledge Geographical Indications (GI’s) are defined in Section 3 of (including selection, production, and processing), cultural Article 22.1 of Trade-Related Aspects of Intellectual Property settings, and local environmental conditions such as the Rights (TRIPS) Agreement as "indications which identify a climate and soil (World Bank Report, 2004). Thus, a word good as originating in the territory of a member, or a region may qualify for GI protection by evoking a certain territory, or locality in that territory, where a given quality, reputation without itself being the name of the territory or other characteristic of the good is essentially at (www.iprsonline.org). attributable to its geographical origin" (World Trade India enacted its GI Act in 1999 and formulated its Organisation, 2016). GI regulation is based on the premise Geographical Indications of Goods (Registration and that historical, human and geographical characteristics of a Protection) rules in 2002, which became obligatory from region with a unique identity impart a unique character to September 2003. India is also one of the signatories of the goods produced there (Rangnekar, 2002; Arhanthkumar et al., General Agreement on Tariffs and Trade (GATT) 2013; Phondani et al., 2014; Dinesh 2014; Negi et al., 2017; negotiations (Uruguay round) and a founder member of the Bhadauria 2017; Chaudhary et al., 2017; Kan and Kan, 2020). World Trade Organization (WTO) (Kasturi, 2006). As a The social and economic benefits that GIs would add to public policy instrument, GIs have a positive impact towards nations have made them believe that it is a 'sleeping beauty the protection, sustenance, and development of indigenous IPR' (WIPO, 2007). All over the country, rural and semi- knowledge which in turn is a means for generating income

Suresh, Kan & Rentala and livelihood (Rangnekar, 2004; Kan and Gülçubuk, 2008; and increased sales (Kasturi, 2009). For example, in India, Kan and Gülçubuk, 2012; Rose and Umesh 2012; Phondani Kancheepuram handloom and silk sarees (Indian attire for et al., 2013; Dinesh 2014; Chaudhary et al., 2017; Kan and women), well recognized, and reputed brands have many fake Kan, 2020). One of the main objectives of the Indian and cheap substitutes. Such low-quality fake products damage Government is to increase trade through the creation of a the brand image of both producers and consumers of niche market for GI products. Another objective is to provide Kancheepuram sarees. a legal framework to protect consumers from fake products Loureiro and McCluskey (1995) found that less popular and and producers from the unfair competition (Kumar and cheap quality products may earn small or insignificant price Srivastava, 2017). Implementation of these two objectives premiums. Various researchers argued that mere GI would enhance rural skill development, employment, and registration is not enough for exploiting commercial benefits sustenance of livelihood. In India, GI tags are issued as per until and unless it is backed by quality maintenance the Geographical Indications of Goods (Registration and mechanism and promotional initiatives by Government Protection) Act,1999. This tag is issued by the Geographical (Soam and Hussain, 2011; Philip, 2016; Phondani et al., 2016; Indication Registry under the Department of Industry Kan et al., 2016; Negi et al., 2018). Promotion and Internal Trade, Ministry of Commerce and Considering the above, the purpose of this paper is to provide Industry. This department is also actively involved in the uniqueness of Madurai Malli, which is the GI product of promotion and marketing of GIs (Soam and Hussain 2011; the Tamil Nadu state and this state is at the second order in Vinayan 2015; Acharya 2015). The number of GI registered terms of GI registered product in India with 35 products (Fig. product by the states of India shown in Figure 1 describe that 2), and understand the challenges of stakeholders in their day the first registration of GIs began in the financial year 2004- to day life. Despite having a GI tag, the producers and traders 05 after the Geographical Indications of Goods (Registration prefer to leave this traditional business. Though official data & Protection) Act, 1999 came into effect from September depict a healthy trend in the production of Madurai Malli, the 2003. The Geographical Indications Registry has a total of reality is the cry for help from State by the farmers who 361 GIs registered in India as of September 2019. produce it. Of the 34 products tagged as GI in Tamil Nadu, Madurai Malli is one among them.

Figure 1. Annual number of GIs registered in India (Factly, 2019)

A registered GI is a public property that belongs to stakeholders of a product and cannot be passed on, assigned, or even mortgaged. The GI tag is valid for ten years and can be renewed on payment of a fee. Any entity/individual not Figure 2. Number of registered GIs in India by the States happy with the decision or quality of the produce can file an (Factly, 2019). appeal to the intellectual property appellate board (IPAB) within three months. It has the potential to eliminate Jasmine flower with special reference to Madurai Malli: information asymmetry and thereby expose producers or Flowers are an essential part of our social life and find a place traders who sell low quality products at the same price. in almost every occasion in India (Braun et al., 2009; However, this unethical practice of selling duplicate products Phondani et al., 2016). Floral decoration adds elegance to the using the name of reputed products is widespread in both the marriage as they represent happiness, joy, love, and affection. Indian and international markets. This fetches better prices In Hindu marriages, the exchange of garlands between bride

58 Socio-economic challenges of farmers and groom indicates the natural circle of protection and 2010; Tanida, 2008; Hongratanaworakit, 2010; Purohit et al., spirituality. It is used for honouring the guests, worship of 2016). gods, bridal cosmetics, and even for the memorial service. Tamil Nadu used to be one of the leading producers of Flowers have made a permanent place and generated regular Jasmine in India with an annual production of 77,267 tons demand in worship places, festivals, and hairdressing for from a cultivated area of 9360 hectares and was ranked second ladies. in India in the area under flower cultivation (0.27 lakh ha) as Floriculture has become a lucrative business and has been well as production of loose flowers (3.13 lakh tons) in the year declared as "Sunrise Industry” by the Indian Government 2012-13 (Guledagudda, 1996; Jyothi, and Raju, 2003; (Biswas, 2013; Phondani et al., 2014; Phondani et al., 2016). Ambika, 2012; Sarka, 2016). These harvested Madurai Malli Indian climate provides a better opportunity for growth of were then exported to Singapore, Malaysia, Sri Lanka, and the floriculture due to skilled human resources, light rains, Middle East. Also, they use special packaging techniques for moderate winter, and appropriate sunlight even during the exporting with a shelf life of 72 hours (TNAU Agritech heavy rains (Joulain, 2008). Portal: Export Packaging Technology for Jasmine, 2014). The Jasmine is one of the essential aromatic flowers that are grown major districts contributing to Jasmine production in Tamil mostly in a moderate climate (Kirton, 2004). The history of Nadu are Salem, Dindigul, Tirunelveli, Madurai, Jasmine can be noticed in ancient literature from China, Virudhunagar, and Tiruchirappalli (Ambika, 2012). Egypt, Persia, Afghanistan, and Spain. Some of its varieties However, during past decade the data from Tamil Nadu are are recognized as the national flower for nations like Paraguay not favourable. Data collected from various Indian and Pakistan. The species of Jasmine widely used in India are horticultural databases (Table 1) shows that the area and Jasminum Sambac (Gundu Malli or Madurai Madurai Malli), production of total flowers in India have increased over the Jasminum auriculatum (Mullai), and Jasminum years in States like Andhra Pradesh and Maharashtra. grandiflorrum (Jathi Malli/Pitch) (Braun, 2009; Ambika, However, there was a stagnation in the productivity of the 2012; Arhanthkumar et al., 2016). The former two are flowers in major contributors, that is, Tamil Nadu and cultivated for fresh flowers whereas the later for perfumery Karnataka. Early research by Singh and Kaviarasan (2010) industry’s requirements. In the past, Jasmine was grown for published in the Ministry of Agriculture and Cooperation, social requirements and aesthetic desires, but presently, it has Directorate of Economics and Statistics, also emphasized the become independent commercial cultivation. stagnation of flower production in Tamil Nadu. Strings/garlands of Madurai Malli are used commonly by Loose flowers in Tamil Nadu are produced in an area of about South Indian women for fragrance and to enhance their 32,400 hectares with the production of 3,13,535 Million beauty. It is also associated with increased lactation in Tonnes (Jasmine, Chrysanthemum, Marigold, Rose, lactating mothers and delayed ovulation in women (Aswini et Crossandra and Nerium) (farmers’ association, Madurai). Cut al., 2011). Medicinal uses of Jasmine extracts include mild flowers are produced in an area of 700 ha with a production analgesic, anti-inflammatory (Jia et al., 2008), antioxidant of 12,900 MT of cut stems per annum. Jasmine covers an area (Tsuchiya et al., 1992; Umamaheswari, 2007), antiseptic, of 15,584 ha with a production of 1,42,397 tonnes antiviral (Zhao et al., 2009) and enhancement of immunity contributing a major share to the floriculture trade (farmers’ properties. It is also used for treating skin diseases like boils association, Madurai). Tamil Nadu ranks first among the and vesicles (Heuberger and Ilmberger, 2010) or medicinal flower producing states of India. It occupies 25% of the and aromatic plants (Arhanthkumar et al., 2013; Bagade and country’s flower production. Cut flowers are cultivated in Metha, 2014; Purohit et al., 2016). It generates a feeling of Hosur, Nilgiris, Kodaikanal (both upper and lower Palani cheerfulness, confidence, and provides cooling and soothing hills) and Yercaud of Shevroyan hills. The Jasmine of effects. It is a natural aphrodisiac (Hongratanaworakit, 2004, Madurai got its entry into Geographical Indications Registry

Table 1. Floriculture in Tamil Nadu and major states of India during selected years. Select States Share (%) of average area (ha) in India Share (%) of cut flowers production (tonnes) in India 1995-96 2002-03 2017-18 1995-96 2002-03 2017-18 Karnataka 25.91 19.54 12.73 35.67 26.48 14.12 Tamil Nadu 21.20 18.46 13.78 25.92 26.56 20.24 Andhra Pradesh 9.18 13.12 17.87 6.43 18.96 16.93 West Bengal 19.17 13.60 10.48 3.14 5.96 4.27 Maharashtra 5.78 7.24 8.62 6.91 6.19 7.12 Others 18.75 28.05 36.60 21.94 15.85 37.72 Source: Various issues of Indian Horticulture Database. Note: (i) Top five states from India selected based on flower production, (ii) On 2 June 2014, the north-western portion of Andhra Pradesh was bifurcated to form a new state of Telangana, (www.ap.gov.in)

59 Suresh, Kan & Rentala

Table 2. Jasmine flower cultivation area in major districts of Tamil Nadu (2017-18). Districts Total Flowers Jasmine area Share of Jasmine area Area (ha) Share in total (%) Area (ha) Share in total (%) in total flowers (%) Thirunelveli 1596 6.23 1267 11.93 79.39 Erode 1437 5.61 1061 9.99 73.83 Madurai 1658 6.47 1220 11.48 73.58 Thiruvallur 1134 4.43 800 7.53 70.55 Thiruchirapalli 927 3.62 503 4.74 54.26 Krishnagiri 2552 9.96 754 7.10 29.55 Salem 2097 8.19 576 5.42 27.47 Vellore 1878 7.33 492 4.63 26.20 Thiruvanamalai 1620 6.33 391 3.68 24.14 Combatore 781 3.05 158 1.49 20.23 Dindigul 3499 13.66 703 6.62 20.09 Dharmapuri 2133 8.33 400 3.77 18.75 State 25610 100.00 10623 100.00 41.48 Source: Various issues of Season and crop report, Tamil Nadu on January 16, 2013 (Vandhana, 2013; Arhanthkum et al., total land area of 4000 acres (status as on 25-28 September 2014). The GI application for Madurai Malli was jointly filed 2015, interview with association president of Madurai Malli). by the farmers’ Association and Kurinji Vattara Kalanjiam of A convenient sample was used to interview farmers. Out of DHAN Foundation, Madurai (Ramnad farmers seek GI tag 100 farmers, only 15 responded completely. These farmers for their ‘Madurai Madurai Malli’ plants, 2013). This is the were interviewed during their meet held at the Madurai second GI tag for Madurai after ‘Madurai Sungudi’ (pure district. cotton sarees with tie-dye/bandhani type designs). Madurai The respondents during the interview may not be comfortable District is one of the leading producers of Jasmine in Tamil in taking up certain questions and may hesitate to come out Nadu, with 1220 Hectares of land being used in 2013-14 for with issues they were facing (Baruch, 1999; Baruch and farming jasmine, which is 73.58 percent of the district’s total Haltom, 2008). Johnson and Owens (2003) attribute the flower cultivation during (Table 2). decline in response to issues related to privacy, Though Jasmine is cultivated in the south Asian region, the confidentiality, and sometimes general cynicism. This kind of topographical conditions in down south India have some population can be termed as “hard-to-reach” populations specialties making the Jasmine of this region distinct. (Goodman, 2011). To overcome such hurdles, the snowball ‘Madurai Malli’ has around six to nine petals and is white in sampling method is becoming scientifically popular to deal colour with green shine, especially when plucked from the with such kind of data collection issues. This technique of plant in the morning. The length of the stalk or tail is the same sampling is undertaken when an eligible respondent shares an as the petal of the flower and is also bulky. This feature makes invitation with other respondents similar to him in credentials it easy for the weavers to tie the flower closer, which is not defined for the population (Berg, 2006; Scott, 2013; Murphy possible with other flowers as well as Jasmine from other et al., 2013; Naidu, 2014; Lalitha and Vinayan, 2018). Thus, districts. the second phase was extended with one more round of personal interviews using the snowball technique to reach MATERIAL AND METHODS association members, traders, street vendors, and farmers of Madurai Malli. The objective of the study was to understand the impact of GI The study has used Annual Compound Growth Rate (ACGR tag on stakeholders of Madurai Malli. The stakeholders or CAGR) to calculate the yield of Madurai Malli for Madurai include farmers, traders, and association. The study was as well as Tamil Nadu (Bante et al., 2016). The data was conducted in two phases: the first phase consisted of data collected from various publication of Agriculture Statistics, collection from secondary sources like the department of Assistant Director of Statistics, Madurai, and the land records floriculture and statistics of Tamil Nadu, various issues of the from the association office in Madurai. But major limitation season, and crop report of Tamil Nadu and issues of Indian of this method is that if you have negative observation(s) then horticulture database. Additional data were collected from the you cannot use it. For calculation, following exponential association office. The second phase included direct personal function was fitted. interviews with stakeholders, which consisted of farmers, Y = aBt traders, and association members. There were 1586 farmers Log Y = Log a + t Log B cultivating Jasmine flowers that is Malli in Madurai with a Where, a = constant, B = Regression coefficient

60 Socio-economic challenges of farmers

Compound Growth Rate (%) = (Anti log B -1)100 According to association president Mr. Karthikeyan, one acre t = time period in years from 2001 to 2020 of land could produce 3500 flowers, but due increase in the real estate business and continuous hike in the price of land, RESULTS AND DISCUSSION farmers are keen in disposing of their land rather than tilling it. Of the 82 responses, almost 70% of the farmers reported Initially, the Compound Growth Rate (CGR) was calculated water scarcity and lack of labour resources. The average price based on the information from secondary sources. However, of Madurai Malli ranged from 130 to 150 INR/kilograms, but the CGR has been calculated by a few studies. The results are the minimum price a farmer makes from this business is only similar to Prakash and Muniyandi (2014) as the recorded 70 INR/kilograms. Farmers expect assistance from the State secondary data is usually the same for the periods. The yield to introduce Minimum Support Price (MSP). Though Centre of Madurai Malli vis-a-vis Tamil Nadu (Table 3) depicts that and State Government had been extending its support through area under cultivation increased till 2003-04, but after that, it National Bank for Agriculture and Rural Developments had been constant after a steep decline during 2004 in Tamil (NABARD) and other rural and urban banks for agriculture, Nadu whereas in Madurai it has been increased (551 to 1429 farmers and traders in this business are raising funds through hectares from 2000 to 2013). Thus, the CGR is estimated at a gold mortgage or borrowing from relatives and friends. 7.40 percent per annum. The production of Madurai Malli had None of the respondents availed a loan or any facility from been increased from 4270 tonnes to 13047 tonnes from the nationalized banks. However, 35% of the farmers approached year 2000 to 2013, with an annual CGR of 8.89. There was a private banks for a loan. slight increase in productivity during 2006-07 and a There are three types of customers for the produce, namely, noticeable increase from the year 2009 to 2013 (7.85 to 9.13 domestic, wholesale, and exports. Almost 90% of the tonnes per hectare). During the snowball interview phase, we respondents were engaged in catering for domestic found that there was a gap in the information available with requirements like marriage and temple decoration and cultural the secondary published resources and the recent data festivals and hair decoration for ladies daily. N. Jegatheesan, available with the association. The association statements president of Tamil Nadu Chamber of Commerce and Industry, show a declining trend in Madurai Malli production during said: the current year, and there was a fear of further decline. The “Three years ago, fifteen tonnes of Madurai Malli used to discrepancy may be because statistical figures represent the arrive at the flower markets every day between February and past year’s yield, and the first-hand information available with November, and presently it has been reduced to nearly 30%. the farmers is of the current year. We are not trading more than 10 to 12 tonnes a day (Vandhana, 2013). The decline has happened slowly and Table 3. The yield of Jasmine in Madurai Malli steadily. The peak season is between April to August; Owing (tonnes/hectares). to its perishable nature and high seasonal yield, the price Year Tamil Nadu Madurai drops to INR10 per kilograms during peak, and this is the 2001-02 9.93 7.75 lowest price of the season. When the yield is low, the price 2002-03 9.65 7.75 raises, and this happens during the Tamil months of Aippasi 2003-04 9.49 7.75 (October and November) and Thai (January and February).” 2004-05 7.80 7.75 Farmer Mr. S. Chinnakanthasamy Naicker, who cultivates 2005-06 7.75 7.75 Madurai Malli on two acres at Muruganeri said: 2006-07 7.75 7.90 “Sometimes, flower producers and traders mix other Jasmine 2007-08 7.75 7.75 flowers of low quality with Madurai Malli for export. This 2008-09 7.75 7.75 reduces the fragrance. Recently due to the GI tag, this kind of 2009-10 7.75 7.85 adulteration is come down. People are aware of 2010-11 7.75 9.13 consequences like serving a punishment in jail. We are not 2011-12 7.75 9.13 comfortable with fluctuating prices. The price fall during 2012-13 7.74 9.13 peak is very alarming. We are not even able to cover our 2013-14 8.74 9.14 logistic expenses with the money we get from our produce. 2014-15 9.70 9.15 The State must do something to stabilise it” (Vandhana, 2015-16 10.56 9.16 2013). 2016-17 11.00 9.17 Association president Mr. Karthikeyan and his team of 2017-18 11.23 9.18 farmers further added: 2018-19 11.50 9.19 “Jasmine can be cultivated in various types of soils like sandy 2019-20 12.35 9.19 loam or clay but grows very well in a sandy loam of good Source: Calculated by author by referring office of the Assistant quality. Moderate summer with enough water supply is ideal Director of Statistics, Madurai for cultivation. Depending on the weather conditions and

61 Suresh, Kan & Rentala quality of soil, planting and irrigation need to be done. 2. The price fluctuates within 24 hours. The prices are high Usually, first irrigation is done immediately after planting when the flowers are fresh in the morning, and the prices and subsequent irrigation with an interval of 8-10 days. Two are low in the evening; this affects the farmers as well as to three ploughing is needed based on weeds present in the the sellers with high intensity in their profit margin. land. Ploughing is followed by digging of pits at a size of 30 3. Most of the farmers and sellers engaged in jasmine cu.m. The first weeding is carried out after 20-25 days of flower cultivation/selling lacks in special packaging planting, and the same is followed once in two to three techniques to increase the shelf life and overcome the months. Plants are trimmed by removing all previous short term price fluctuations. season’s shoot, including the dead and diseased ones. 4. Cold logistics and supply chain is an essential Flowering begins after six to seven months of planting. Full- infrastructure needed for maintaining the freshness and grown healthy closed buds are hand-plucked before sunrise. value of perishables. When the flowers are transported to After six months of plantation and regular care, we get a other districts, majority of the flower’s freshness is lost commercial yield. During the first year, 775 kilograms of in transportation due to the lack of integrated cold chain flowers are obtained, and the yield increases to 2200 logistics. kilograms in second; 2700 kilograms in the third year and 5. Intermediaries or traders expect State’s support for 3800 kilograms per acre approximately from the fourth year warehousing facility, whereas farmers expect minimum onwards. A plant survives up to 15-17 years. Branches or procurement price. shoots are cut from the Jasmine plants in Madurai and are 6. Overall, all stakeholders expect support in developing the taken to Rameswaram (163 kilometers from Madurai, a town sustainable supply chain management of Gundumalli, in South India) for primary care and nurture. We again buy it i.e., cold logistics, temperature-controlled warehousing, from there. Intensive care is provided for about three months and regulating the minimum price of the produce. after buying the shoots. Jasmine requires a balanced amount 7. The risk arising due to improper monsoon, credit of rain and sunlight during these three months. Once the availability, the rise of buildings, and non-availability of Jasmines are cultivated, they give us a yield for 15 to 17 years minimum support price has pushed some farmers to sell with an average of 2000 to 3000 shoots per acre.” their lands. Almost 55% of the respondents were aware of the GI tag (Fig. 3) and its importance and said, the tag would eliminate adulteration when exported. Most of the vendors whom we interviewed said: “Madurai Malli can be knitted easily by anybody with a few days of practice. They are sturdy and have a long floral stalk. Compared to other varieties of Jasmine, the buds of Malli open late. The petal discoloration also is delayed. These features are enough to make its shelf life long and user- friendly. It is popular in the entire Southern region of India.” According to M.P. Vasimalai, Executive Director of DHAN Foundation, the GI tag shall reinforce Madurai Madurai Malli’s uniqueness in the international market and preserve the biodiversity of Madurai as well as the rights of Jasmine cultivators (Vandhana, 2013). Responding to the question on GI tag, Mr. S. Aravindan, secretary of Madurai Malli Farmers’ Association, said: “GI for Madurai Malli will give us legal protection, and fake producers would be scared to use the name due to fear of punishment” (Vandhana, 2013). Other significant findings from the second phase of the research: 1. Despite receiving the GI tag, Madurai Malli also undergo enormous price fluctuations during the festival seasons, religious occasions, weddings, parties, and other celebrations. The enormous price fluctuations occur in Figure 3. Some glimpses of activities in Jasmine market the peak season (from April to August). When the yield during survey. is high, the price drops, and when the yield is low, the price shoots up.

62 Socio-economic challenges of farmers

Conclusion: The GI registration alone is not enough to from India—a detailed comparison with three other maximise commercial benefits unless the potential of GI was jasmine absolutes. Nat. Prod. Commun. 4:1239-1250. not realised and highlighted to add more value to the product. Chaudhary, R.C., K.S. Yadav and S. Kumar. 2017. Nevertheless, integrated efforts should be made by the Geographical indications in Indian agriculture on the stakeholders to support the farmers/sellers/traders in order to anvil. J. Biol. Innov. 6:790-816. regulate the cooperation in the supply chain of ‘Madurai David Vivas-Eugui, V.E. and S. Christophe. 2006. The Malli’ to further utilize the benefits of the GI tag. Also, proper treatment of geographical indications in recent WTO technical guidance should be provided to farmers to improve discussions and in regional and bilateral agreements. the shelf life of the product as they are perishable nature. The Available online at study results are not generalized due to its chosen approach. http://www.ictsd.org/downloads/2009/01/gis20dv2020c However, the work can be extended in this field to explore s20rev2020sa20dialogue-pdf.pdf further opportunities for ‘Madurai Malli.’ Therefore, Dinesh, S. 2014. Geographical indications and Penal researchers are encouraged to propose the presumptions Provisions in India. Paripex Indian J. Res. 3:71-72. concerning supply chain management practices of Factly, 2019. How many Geographical Indications are floriculture. registered in India? By K.M. Pavithra October 1, 2019. Available online at https://factly.in/how-many- REFERENCES geographical-indications-are-registered-in-india/ Goodman, L. 2011. Comment: On respondent-driven Acharya, S. 2015. Second phase of agricultural marketing sampling and snowball sampling in hard-to-reach reforms and research issues. Indian J. Agric. Mark. populations and snowball sampling not in hard-to-reach 29:41-49. populations. Sociol. Methodol. 41:347-353. Ambika, T. 2012. Jasmine: Fit for small growers. Market Guledagudda, S.S. 1996. Production and marketing of Survey 32:19-20. flowers in Dharwad district, Karnataka: An economic Arhanthkumar, A., D. Sapna, R.A. Chandran and S. analysis (Unpublished master's thesis). UAS, Dharwad, Shreevathsa. 2013. Effect of jasmine essential oil in India. generalized anxiety disorder: a pilot clinical study. J. Heuberger, E., and J. Ilmberger. 2010. The influence of Ayurveda Integr. Med. 1:1-6. essential oils on human vigilance. Nat. Prod. Commun. Aswini, R.D., N.S. Kumar and K.S. Hemraj. 2011. The 5:1441-1446. rationale behind wearing strings of jasmine flower by the Hill, M.J. and E. Dean. 2013. Social media, sociality, and lactating South Indian women. Irn. J. Med. Hypotheses survey research in social media, sociality and survey Ideas 5:1-4. research. Hoboken, NJ: John Wiley & Sons. Bagade, S.B. and D.B. Metha. 2014. Geographical indications Hongratanaworakit, T. 2004. Physiological effects in in India: hitherto and challenges. Res. J. Pharm. 5:1225- aromatherapy. Songklanakarin J. Sci. Technol. 26:117- 1239. 125. Baruch, Y. 1999. Response rate in academic studies: A Hongratanaworakit, T. 2010. Stimulating effect of comparison analysis. Hum. Relat. 52:421-438. aromatherapy massage with jasmine oil. Nat. Prod. Baruch, Y. and B.C. Holtom. 2008. Survey response rate Commun. 5:157-62. levels and trends in organizational research. Hum. Relat. Jia, Q., W. Peng, P. Li, Y. Wang and W. Su. 2008. Anti- 61:1139-1170. diarrhoea and analgesic activities of the methanol extract Bante, R., K.N.S. Banafar, A.K. Gauraha, M.R. Chandrakar, and its fractions of Jasminum amplexicaule Buch-Ham. V.K. Choudhary and S.K. Nag. 2016. Estimation of (Oleaceae). J. Ethnopharmacol. 119:299-304. growth rate of area, production and productivity of minor Johnson, T. and L. Owens. 2003. Survey response rate millets in Chhattisgarh State. Progress. Agric. 16:259- reporting in the professional literature. In 58th Annual 260. Meeting of the American Association for Public Opinion Berg, S. (2006). Snowball Sampling-I. Encyclopedia of Research, Nashville. Available online at Statistical Sciences. http://www.amstat.org/sections/srms/Proceedings/y2003 Bhadauria, S.S. 2017. Geographical indications. Int. J. Adv. /Files/JSM2003-000638.pdf Res. Innov. Ideas Educ. 3:662-667. Joulain, D. 2008. Flower scents from the Pacific. Chem. Biswas, N.K. 2013. Floriculture in Chapra village in Biodivers. 5:896-909. Ranaghat-II Block, Nadia District, West Bengal. IOSR- Jyothi, S.H. and V.T. Raju. 2003. Study on marketing of JHSS 7:17-23. Cross Andra, Jasmine and Rose flowers in East Godavari Braun, N.A., B. Kohlenberg, S. Sim, M. Meier and F.J. District of Andhra Pradesh. Agric. Market. 46:2-4. Hammerschmidt. 2009. Jasminum flexile flower absolute

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