Prospects of Marketing of Medicinal Plants in the State of Assam

Background: A study was conducted in Assam with the objectives to identify the marketing channels of medicinal plants and estimate the marketing efficiencies of the identified channels for six major medicinal plants viz. Amla, Hilikha, Bhomora, Arjun, Pipoli and Brahmi. Methods: The study was conducted in all six agro-climatic zones of Assam with a sample size of 330 respondents. Primary data were collected from the respondents through personal interviews with the help of pre-tested schedules. Marketing efficiency was estimated by using Acharya Approach. Result: Three major marketing channels were identified viz. producer to consumer (channel-I), producer/ collector to consumer through, processor, wholesaler and retailer (channel-II) and Producer/ collector to consumer through processor and Retailer (channel-III). Marketing efficiency of Channel-III was found to be more than Channel-II for all the selected medicinal plants. Various problems associated with marketing of medicinal plants in Assam were non availability of processing mills, preference of hybrid varieties over locally available plants, non-availability of raw materials etc.