From Commodity to Brand: The Country of Origin Branding Perspective for Indian Medicinal and Aromatic plants

Abstract

The medicinal and aromatic plants resources of India are known as a source of economy, sustainable livelihood, and employment for many rural communities. However, perhaps the recognition for medicinal and aromatic plants as a source for sustainable economy generation without linking sustainable marketing orientation, such as branding, is less appropriate. Because, the lack of required marketing orientation is leading challenges for resource sustainability in the sector. Therefore, to address the need of sustainable marketing orientation in the medicinal and aromatic plants sector of India and to conceptualize the branding strategy for the medicinal and aromatic plants resources, this qualitative study, based on the brand heritage of Indian medicinal and aromatic plants, demonstrates the implications of country of origin branding framework to brand the Indian medicinal and aromatic plants. Our study provides a fresh perspective on the branding of natural products and offers strategies for differentiation, competitiveness, and authenticity while trading across the globe. KEYWORDS branding strategy, country of origin, differentiation and competitiveness, marketing orientation, medicinal and aromatic plants

The management of corporate social responsibility through projects: A more economically developed country perspective

“…Other authors such as Chapple and Moon (2007) conclude from research on CEOs in Asia that capacity building and development in CSR is more prevalent and considered more practical to achieve than are other benefits. Variation and country differences in CSR policies and practices will often relate to country differences, for example, in sustainable marketing, the country of origin branding strategies need to be distinctive to support global competitiveness (Chandra, Sharma, & Kant, 2019). Ward, Wilson, and Zarsky (2007) propose a variety of different ways of building capacity through CSR including working within public policy and regulatory institutions, to release more resources, and leverage them through partnership and collaboration.…”

Ingredient branding for medicinal and aromatic plants: An alternative branding strategy to ensure differentiation and suppliers empowerment

“…Mainly, the Indian MAP trade mechanism and its business activities are considered inadequate, unorganized, and opportunistic (Chandra, 2020), with limited strategic marketing interventions (Chandra & Sharma, 2018), and the value chain of the whole MAP business in the country is typically controlled by intermediaries (Chandra & Kumar, 2021; Kala, 2006; Kling, 2016; Kuniyal et al, 2013). Consequently, the Indian MAP resources are sold as commodities across markets, lacking differentiation, and competitive advantage (Chandra et al, 2019).…”

“…The authors further pointed out the limited strategic marketing interventions in the Indian MAP sector as the perilous reasons for the inferior condition of the Indian MAP baseline suppliers in the whole MAP business value chain (Chandra & Kumar, 2021). Because (a) the baseline suppliers of the MAP resources receive little or inadequate compensation for their efforts due to the lack of their direct reach in the buyers' market (Chandra & Sharma, 2018); and (b) the giant manufacturers or intermediaries consistently hoard huge profits at the expense of the baseline suppliers' exertions and overexploitation of the MAPs in the country (Chandra, 2020; Chandra et al, 2019; Chandra & Kumar, 2021).…”

“…In addition, while exploring the critical trade issues and challenges of the Indian MAP business, Chandra (2020) suggested research needs, exploration, and conceptualization of sustainable and strategic marketing interventions in the Indian MAP sector to facilitate the baseline suppliers, sustainability, and competitiveness in the Indian MAP sector and businesses. Precisely, branding initiatives have been suggested as an operational and effective marketing strategy to empower the suppliers in the whole MAP business value chain (Chandra, 2020; Chandra et al, 2019). This is because the demand for the Indian MAP resource is multifold in the global market, and the Indian MAPs are comprehensively well‐recognized for their natural and extraordinary medicinal properties (Chandra et al, 2019; Dubey et al, 2004; Gurib‐Fakim, 2017; ITC ‐ The International Trade Centre, 2016).…”

Medicinal Plant-Derived Antimicrobials’ Fight Against Multidrug-Resistant Pathogens

“…These are structurally diverse bioactive compounds derived from medicinal plants (Pandey and Kumar 2013). They have also been used as antimicrobial agents against pathogens to combat infectious diseases (Chandra et al 2018;Mishra et al 2013). Microorganisms such as bacteria, fungi, and viruses are the major causal agents of various infectious diseases in humans.…”