Published Online:December 2025
Product Name:The IUP Journal of Entrepreneurship Development
Product Type:Article
Product Code:IJED031225
DOI:10.71329/IUPJED/2025.22.4.42-62
Author Name:Rama Ramswamy and Zolianzuali
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:42-62
India is a major producer, consumer and exporter of spices in the world contributing to about 9% of its agricultural exports and over 40% of horticultural exports in 2024-2025. Mizoram has emerged as an important producer of organic turmeric and ginger in India with a significant share in the total production of these spices, in spite of being a small state in terms of area and population. Thingpui, Thinglaidum and Thingria are the varieties of ginger and Lakadong is the variety of turmeric grown in Mizoram. This paper sheds light on the production and the marketing practices (the 4Ps), viz., product, pricing, place and promotion, of turmeric and ginger agripreneurs in Mizoram based on primary data collected from 200 agripreneurs from five villages and the main centers of production of turmeric and ginger in Mizoram. The agripreneurs were cultivating high quality organic spices following traditional farming practices which could fetch premium prices in the national and international markets. However, the challenges faced by them—such as poor infrastructure facilities for storage and processing of these spices, lack of transport facilities and promotional activities, and strengthening marketing linkages—need to be addressed to expand the scope of marketing these spices beyond Mizoram
India is a predominant player in global spices trade. It is a major producer, consumer and exporter of spices in the world. More than 60 different varieties of spices are grown in India because of varied agro-climatic conditions and soil types