Enhancing Pakistani Jaggery Exports: An AHP Driven Analysis

The demand for natural raw products is increasing worldwide, especially in areas that prioritize health and wellness. Jaggery, a non-refined natural sweetener, has emerged as an economic and ecological alternative to processed white sugar. Despite Pakistan’s notable production capacity, the inconsistent quality, inefficient processing technologies, and government policies are hindering its export potential. This study employs the analytical hierarchy process (AHP) to identify and prioritize key factors that influence jaggery export potential. The data for AHP were extracted from a structured questionnaire, which was completed by 100 respondents, including producers, exporters, and farmers. The insights from the analysis revealed that skilled labor, mechanized crushers, and quality of raw material are the most critical factors. However, government policies, water consumption, water wastage, carbon emissions, carbon credits, fair trade, and sustainable fuel are undervalued, which pose a long-term threat to this industry. By prioritizing challenges, decision makers can amicably enhance the sector’s viability. This paper contributes to agro-industrial development by offering recommendations for sustainable jaggery production and export.