Value Added Products from Medicinal Plants

Maitra, Soumen; Satya, Pratik

doi:10.1007/978-81-322-2262-0_7

Cited by 5 publications

(1 citation statement)

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“…With an estimated trade value of US$140 million, the Indian MAP sector is widely acknowledged as a hub in Asia and ranked among the top five exporters of MAP resources globally (Chandra, 2023; Roosta et al, 2017). In addition, the collection and processing of these resources generate nearly 35 million workdays for the baseline suppliers in the country (IUCN ‐ the International Union for Conservation of Nature, 2008; Maitra & Satya, 2015; Mishra et al, 2016; Traffic ‐ The Wildlife Trade Monitoring Network, 2008). Hence, the Indian MAP sector is driving substantial indigenous employment and livelihood opportunities, and its prominence cannot be undervalued in the country's economic growth.…”

Section: Introductionmentioning

confidence: 99%

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

Chandra

2023

Bus Strat Dev

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Indian medicinal and aromatic plants (MAPs) are globally known for their unique medicinal properties. However, due to limited strategic marketing and branding interventions in the sector, the MAPs are sold as commodities across markets, and intermediaries typically control the market mechanism of these resources. Consequently, the baseline suppliers of the sector remain relegated in the whole MAP business value chain. To address the inequalities of the existing Indian MAP business and enable suppliers to play an inclusive role in the country's MAP business value chain, this article attempts to conceptualize an ingredient branding strategy for the MAP resources and offers two strategic options. With a constructivist philosophical approach, conceptual methodology synthesizes related concepts and theories and offers the ingredient branding strategy for Indian MAP resources. The critical contribution of the article lies in its ability to reflect on a brand ecosystem framework and two strategic options for MAP ingredient branding.

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