12. medicinal plants facing problems of marketing By Allah Dad Khan

3. Problems of Marketing
of Medicinal Plants
In
Pakistan
By Mr Allah Dad Khan
allahdad52@gmail.com
03329221298
Dated 22nd April 2014

12. • Blend of the mix depends upon:
• Marketing objectives
• Type of product
• Target market
• Market structure
• Rivals’ behaviour
• Global issues – culture/religion, etc.
• Marketing position
• Product portfolio
– Product lifecycle
– Boston Matrix

13. Markets For Medicinal Plants
1. Identification of Market
2. Global Market
3. Marketing Structure
4. Marketing Channel

14. Opportunities for the medicinal plant marketing in
Pakistan
There is potential for increasing the size and profitability of the medicinal plant industry
1.Availability of scarce medicinal plants in remote locations,· availability of medicinal plants on
commercial farmlands,
2. Availability of plant supply from changing land-use,
3.Availability of medicinal plants on managed communal lands,
4.Availability of a wide range of cultivation, processing, and marketing expertise in other sectors,
5. Access to international examples of medicine production for traditional markets,
6. Large demand for new agricultural opportunities on commercial farms, subsistence farms,
and redistributed farms,

15. 7. Availability of progressive farmers with access to resources,
8.Robust nature of indigenous medicinal plants which require few
agricultural inputs,
9.wide range of sites for product distribution, ranging from the farm gate
to urban processing factories,
10.bility to supply specific species at times of the year when they are
usually not available,
11. A large number of plant gatherers with appropriate knowledge that
could promote the cultivation of plants for the market,
12. Documentation and establishment of accepted guidelines for use and
dosages of medicinal plants, and
13. Several organizations have experience in indigenous medicine markets
and in the cultivation of medicinal plant species in farming and
nursery systems.

18. Use of Medicinal Plants
Each of these groups can contain a wide range of products. For example,
herbal products can be used in the following product categories:
Herbal medicinal products
a) conventional
b) traditional
• Food supplements/dietary supplements
• Foodstuffs
Cosmetics
Examples where the highest use of traditional medicines are
practiced include
• 100 percent in the United Arab Emirates
• 100 percent in China
• 70 percent in India
• 70 percent in Pakistan
• 70-80 percent in Africa

19. Problems in Marketing of Medicinal Plants
S.No Problem Solution
1 Consistent in quality and free
from contaminants
They require unadulterated material, no
unwanted plants or ingredients, reliable
botanical identification;
2 Lack of research on
development of high-yielding
varieties, domestication
Enhancement of Research And D
1.Materials which contain the required medicinal
and health ingredients; Limited knowledge of
plant properties
2.Materials which meet the (often varied)
regulatory requirements of different markets.
Intellectual property rights
development Projects

20. Problems in Marketing of Medicinal Plants in Pakistan
S.No Problem Solution
3 Inefficient processing techniques leading to
low yields and poor quality products ,
Insufficient data on the peak and lean raw
drug collection periods and
Poor quality control procedures
Introduction of new processing
techniques and preparation of
data for products both in yield
and use.
Standardization of Products
Country authorities to develop
effective strategies to support
improved cultivation,
quality controls systems, provision
of high quality planting materials,
and the
encouragement of investments in
new technologies.

21. Problems in Marketing of Medicinal Plants in Pakistan contd
S.No Problem Solution
4 Lack of current good
manufacturing practices
Lack of access to latest
technological and market
information and Lack of
knowledge of their supply
Capabilities
Promotion of Good Manufacturing
Practices , Traditional medicines
manufacturers and scientists should be
encouraged to carry out research into the
cultivation of medicinal plants.
Development of MIS
.

22. Problems in Marketing of Medicinal Plants in Pakistan contd
S.No Problem Solution
5 Lack of correct identification of
medicinal plants
Proper identification through with the
collaboration among the taxonomists and the
local Herbalists is vital.
6 Lack of trained personnel and
equipment
Collectors, processors and
traders face problems in
finding favorable markets due
to price factors, quality and
quantity considerations
Human Resource Development through
/Training in collection, cultivation, Packaging ,
processing and marketing of medicines.
The plant collectors are needed to be trained in
proper harvesting methods
7 Ineffective regulatory body,
ineffective regulation by the
government in their crucial role
in the prevention of illegal
trade.
Legislation for drugs Sale and Use . legislation
improving the status of herbal medicine
industry

23. Problems in Marketing of Medicinal Plants in Pakistan
contd
S.No Problem Solution
8
The price and quality of
medicinal plants in the market is
not uniform.
Necessary measures should
be taken in this regard for the uniformity
9
No proper Selection of Plants Country authorities to develop effective
strategies to support improved cultivation,
quality controls systems, provision of high
quality planting materials, and the
encouragement of investments in new
technologies.
Ecological zones to be exploited

24. Problems in Marketing of Medicinal Plants in Pakistan
contd
S.No Problem Solution
10 Financial and logistic constraints make it difficult
for local producers and collectors to interact more
closely with prospective clients
Financial help
11 Inadequate knowledge and incomplete
Information on products, markets and prices on
the part of collectors/producers
Awareness
12
13
No Legislation
Intermediaries
Astringent phyto-sanitary regulations such as
requirement of microbiological test, pesticides and
heavy metal test by international markets
Reduce the number of intermediaries involved in the
distribution and marketing chain,
and increase the negotiating power of the producers
and collectors. This would
enhance the profit of primary farmers and collectors,
many of whom are among the
poorest of the population

25. Problems in Marketing of Medicinal Plants in Pakistan
contd
S.No Problem Solution
28 Astringent phyto-sanitary regulations such as
requirement of microbiological test, pesticides
and heavy metal test by international markets
Legislation
26 Intermediaries Reduce the number of intermediaries involved in the
distribution and marketing chain,
and increase the negotiating power of the producers
and collectors. This would
enhance the profit of primary farmers and collectors,
many of whom are among the
poorest of the population

26. Suggestion and recommendations for Marketing
of Medicinal Plants in Pakistan
1.Recommendation of Medicinal Plants in different Ecolological zones in
Country special reference to KPK .one village one product .
2. Creation of awareness about medicinal plants both wild and cultivated Through
mass media .in production and marketing
3. Marketing of medicinal plants in local and national as well as in international
markets through exposure by different stake holders .
.

27. Suggestion and recommendations for Marketing
of Medicinal Plants in Pakistan contd
4. Local Community should be trained regarding methods of collection and drying, and
sustainable harvesting Demonstration of the cultivation packages and R & D in
marketing .
5. Plant collectors should be encouraged and educated in order to increase their
bargaining power , thus increasing their revenues from medicinal plants.
6. Seed bank for the arrangement of MP seed , plants . Through farmers bodies.
.

28. Suggestion and recommendations for Marketing
of Medicinal Plants in Pakistan contd
7. Organic products and value addition through capacity building , the role of
women to be included in activities. review of local knowledge and harvest practices
8. A holistic management action plan is necessary to formulate for assessment and management of resource base; best
harvesting and processing practices; trade issues and aspects dealing with the intellectual property rights on the
traditional medicines .
9. Investments are needed for the development of appropriate conversation, cultivation harvesting strategies, which will
simultaneously meet the demand for low-cost and locally available medicines
10. At the same time, there must be immediate efforts to ensure the conservation of Diverse biological resources and
the preservation and application of local and cultural knowledge On the use of these resources. biological studies (growth
and regeneration rates, pollination system, seed dispersal, potential for confusion with similar species, etc.) and assessment
of harvest impact on viability of individuals

29. Suggestion and recommendations for Marketing
of Medicinal Plants in Pakistan contd
11. design and implementation of management scheme: annual harvesting quota, seasonal or regional restriction and
on certain plant parts or size classes, domestication programme
12. Research to investigate the sustainability of production systems is lacking and needs to be stimulated for a better
understanding of the biological dynamics of the resource in the wild and in domestication.
13. Eco-labelling and other social and economic incentives to strengthen market credibility and competitiveness of
biodiversity-friendly products need to be promoted
14. On the issue of intellectual property rights it needs to be elaborated how the country, the local user or other entity
can be adequately compensated for use of the resource by outsiders.
15. The gaps between the producers/collectors and traders or buyers need to be minimized as these are at present very
wide and often inequitable
16. A holistic management action plan is necessary to formulate for assessment and management of
resource base; best harvesting and processing practices; trade issues and aspects dealing with
the intellectual property rights on the traditional medicines

30. Suggestion and recommendations for Marketing
of Medicinal Plants in Pakistan contd
17.A ll-our efforts should be made to adopt a package of best practices encompassing conservation,
cultivation, quality control and standardization and research and development for medicinal and
herbals for improving its marketing performance efficiently.
18. Research should identify genotypes with high potential for commercial purposes, and then conduct
trials for the selection of high yielding varieties. here should be a reorientation of research investment
regarding medicinal plants, with a shift from pharmacological studies to research which identifies
effective methods of sustaining market supply and improving the quality of products currently
consumed.