To revolutionize the agro-industry in India, there is a high need to brand food commodities. Branding of food commodities requires specific differentiating attributes. Much is written on how to differentiate a brand, but little has been said on the basic elements of differentiation. This article focuses on the aspects of the 24 basic elements of differentiation in food commodities.
We often hear or read news which says that opposition parties are on strike for increasing sugarcane prices for the farmers; later on we see the same people disturb the legislative house for inflation in sugar commodities in the open market and at public distribution outlets. Farmers should definitely get reasonable prices for their produce, but there should not be a situation where the public complains about inflation of various food commodities either.
However, under normal circumstances, we cannot store poison and nectar in the same vessel. For the farmers to get some profit on their produce and for the people not to feel the pinch of increasing prices, the farmers need value addition on each of their produce. One solution to keeping both sets of people relatively happy is to ensure high growth in branding of all food commodities in India. Imagine that every farmer's individual produce is a branded product and is available in the market. When there is branding of individual farmer's produce and such branded produce is selling in the market, the farmer will get value addition for his produce.
Let us suppose that there is a board before a hotel at the Vaijapur-Guntur highway, which says that the hotel serves chapattis made using the Banta Singh atta (a farmer's brand of Hoshiyarpur, Punjab, India), Dabral urad dal (a farmer's urad brand of Dawoli village, Uttranchal) and that the subzi to go with the chapattis is prepared using Nagarjun linen oil (a farmer's brand of Guntur district, Andhra Pradesh). |
