Volume 1, 2017 EMERGENT GLOBAL MARKETING CHALLENGES FOR KERALA CARDAMOM PRODUCERS VIS-À-VIS ROLE OF THE SPICE BOARD OF INDIA Majo George * RMIT University, Ho Chi Minh City,
[email protected] Vietnam Elsa Cherian Centre for Management Studies, North
[email protected] Eastern Regional Institute of Science and Technology, Itanagar, India * Corresponding author ABSTRACT Aim/Purpose This research paper attempts to deeply and rationally probe into the present situation, discussing the expected role of the Spices Board of India, which in 1987 started to function replacing the erstwhile Cardamom Board, where the focus was only on the Cardamom plantation sector and export development. Background Cardamom, the “Queen of Spices” is the third most expensive of the spices, next only to saffron and vanilla. The Cardamom Plantation and export devel- opment sector is now just one of the many focal points of expected action of promotional endeavors of the Spices Board of India. The cardinal problem is the 1990s market threat from Guatemala, which floods the market with Carda- mom with cheaper prices, though it is qualitatively inferior to Indian green Car- damom. The second problem for Indian exports is that the higher cost of pro- duction coupled with increasing domestic market demand causes lower quanti- ties for exports. Apart from the functional insufficiency of the Spices Board of India, in the view of the Cardamom farmers and secondary and tertiary market intermediaries, the present auction system, the scattered unorganized farming community at large, and other governmental promotional deficiencies together make the complexity of the present situation confounded.