Turmeric Based Livelihoods Development – Odisha Rural Development and Marketing Society, Koraput
Turmeric Based Livelihoods Development
Problem
- Farmers exploited by middlemen, receiving low prices for turmeric produce
- Strong reliance and trust on middlemen, leading to scepticism towards new initiatives
- Challenges in mobilising tribal women for a producer group due to socio-cultural dynamics
- Traditional practices not aligned with modern business methodologies
- Logistical difficulties due to remote village location and communication barriers
- Struggles in managing time for meetings and training amidst daily farming activities
Solution
- ORMAS Koraput’s intervention to establish a producer group comprising 20 tribal women
- Implementation of Business Governance methodology and skill training for capacity building
- Development of a dedicated E-Commerce website for product sales
- Collaboration with District Administration for technical, financial, and branding support
- Exposure visits to renowned community product development organisations
- Utilisation of local resources, including turmeric, wild honey, coffee, and aloe vera, for product diversification
- Inclusion of external expertise for international market expansion and feasibility studies
Outcomes
- Significant increase in turmeric sales prices, from Rs 50-60 per kg to Rs 80-94 kg
- Introduction of value-added products like turmeric-based soap, fetching higher profit margins
- Women empowerment with active management of turmeric and soap production
- Achieved recognition for Laxmipur turmeric’s quality, aided by testing and branding efforts
- Successful market tie-ups at both local and international levels
- Model deemed replicable due to its alignment with tribal dynamics and efficient management
Project Details
Category: Empowering Tribal Turmeric Farmers of Konapadi
Project: Turmeric Based Livelihoods Development
Organisation: Odisha Rural Development and Marketing Society, Koraput, Government of Odisha
Start Date: 01-Apr-2020
Problem
The remote tribal village of Konapadi, located in the Laxmipur block, had long been subjected to economic exploitation. Farmers were primarily selling their valuable turmeric produce to middlemen at suboptimal prices. This, combined with deeply rooted trust in these middlemen, made it challenging to introduce new, potentially more beneficial, marketing initiatives. Furthermore, traditional tribal practices were not necessarily aligned with modern business approaches. Logistical issues, driven by the village’s remoteness and poor communication lines, presented additional obstacles. Amidst these challenges, finding appropriate times for meetings and training sessions, without disturbing the villagers’ daily farming activities, was another hurdle.
Solution
ORMAS Koraput stepped in to counter the prevailing socio-economic challenges. Their primary strategy was to form a producer group of 20 tribal women, providing them with the necessary skills and knowledge through Business Governance methodologies. In partnership with the District Administration, ORMAS focused on developing an E-Commerce platform, ensuring a broader market for the products. Further enhancing the initiative, there were exposure visits to institutions known for community product development and marketing. Local resources were harnessed to diversify the product range, and with the guidance of external experts, there was a successful attempt to introduce the products to international markets.
Outcomes
The impacts of the interventions were profound. The once exploited turmeric farmers saw a significant spike in their sales prices. Moreover, with the introduction of value-added products, such as turmeric-based soaps, the profit margins grew exponentially. Central to this transformation was the empowerment of tribal women, who took on active roles in managing the entire production process. The quality of Laxmipur turmeric gained recognition, further driving demand. Collaborative efforts led to market tie-ups on various scales, from local to international. The success of this initiative underscored its potential replicability, particularly when tailored to resonate with local tribal dynamics and combined with effective management strategies.