Indian Journal of Agricultural Marketing
Year : 2018, Volume : 32, Issue : 3s
First page : ( 119) Last page : ( 119)
Print ISSN : 0971-8664. Online ISSN : 2456-8716.

Multiple marketing initiatives in tribal areas

Karmakar K G, Karmakar Gaurang

2nd Fl. Krishna Kutir, 8, Sagarika CHS Juhu Tara Rd. Juhu, Mumbai-400049

Online published on 15 May, 2019.

Abstract

70 years after Independence, tribal living conditions have deteriorated and as a community they have gained the least and lost the most, on the socio-economic parameters. They face unprecedented socio-economic challenges which despite Constitutional safeguards have impoverished them. Living in remote, inaccessible and forested areas, the tribal people have learnt to depend on resources which are easily available locally. With the poor quality of available forest lands/hilly areas and primitive technologies, every able-bodied person has to contribute to the tribal economy in a fight for survival in a subsistence economy. Young or old, male or female, all work for maintenance of the household, according to their capacities. But in a subsistence economy, their wage-labour payments are low and their craftsmanship needs to be merged with modern marketing skills to be able to earn adequately for their family and community. Also all tribal people are not on the same page when mastering skills, money and livelihoods. Primitive tribes, semi-nomadic and settled Tribes are all there and require different incentives for development. While many tribes would be content with gathering forest produce and seeds, others take to agricultural and pastoral vocations while many tribals are into processing and small/medium industries. Thus they need to master differing Marketing skills in a very diverse and dispersed economy. These are discussed in the paper.

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