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Promotion of Agricultural Products in Districts of Bangladesh

                      Jute: Shariatpur
                     Sweetmeat: Rajbari

                    Course No: Plan 434
            Course Title: Regional Planning Studio

                           Submitted to:
        Dr. Ishrat Islam, Assistant Professor, Dept. of URP
        Anindya Kishore Debnath, Lecturer, Dept. of URP

                           Submitted by:
                      Rifat Rahman (0615005)
                    Nabila Nur Kuhu (0615009)
                 Shahadat Hossain Shakil (0615020)
                 Khaled Bin Abdul Quadir (0615030)

                           Level-4, Term-1
                  Date of Submission: 8th April, 2011



             Department of Urban and Regional Planning
         Bangladesh University of Engineering and Technology
PLAN 434
                                                                 Regional Planning Studio

                                   Table of Contents
Contents                                                                       Page No.
Title Page
Table of Contents
Chapter 01: Introduction                                                               1
1.1 Background of the study                                                            1
1.2 Objective of the Study                                                             1
1.3 Methodology of the Study                                                           2
Chapter 02: Promoting Jute Production in Shariatpur District                           2
2.1 Jute Profile                                                                       2
2.2 Reasons for Jute Promotion                                                         3

2.3 Shariatpur Profile                                                                 3

2.4 Reasons for Promoting Jute in Shariatpur District                                  3
2.5 SWOT Analysis                                                                      4
2.6 Promoting Strategy                                                                 5
Chapter 03: Promoting Sweetmeat Production in Rajbari District                         6
3.1 Sweetmeat Profile                                                                  6
3.2 Reasons for Sweetmeat Promotion                                                    7
3.3 Rajbari Profile                                                                    7
3.4 Reasons for Promoting Sweetmeat in Rajbari                                         8
3.5 SWOT Analysis                                                                      9
3.6 Promoting Strategy                                                                 9
Chapter 04: Conclusion                                                                10
Appendices
References




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Chapter 01: Introduction

1.1 Background of the study
   Bangladesh is traditionally an agro-based country for geographical reasons. Historically
   agricultural products play a major role in the GDP of the country. Recent statistical data
   shows that agricultural products are now at 3 rd position in the sectoral share of GDP.
          Sectoral Share of G.D.P. At Current Price            2004-2005           2005-2006
          (%)
          Service                                              49.42               49.22
          Industry                                             28.81               29.01
          Agriculture                                          22.27               21.77
   Source: Bangladesh Data Sheet, National Accounts Wing, BBS.


   The economic condition, per capita income and quality of life of Bangladesh can be
   improved if proper emphasis is given on the agricultural sector and appropriate
   promotion strategy for the agricultural industry is undertaken. This promotion strategy
   should be undertaken in different scales on the basis of need and priority.
   In Bangladesh there are lots of National level goals and policies for industrial promotion
   and there are also some Local level plans; but the intermediate stage (Regional level)
   between these two is always neglected. National level plans are always too broad on the
   other hand Local level plans are too specific. A combination of these two scales of
   planning is needed for quick and efficient improvement strategy.
   In this study Regional promotional strategy for two agricultural products in two different
   districts (Jute-Shariatpur; Sweetmeat-Rajbari) is discussed to minimize the above
   mentioned gap between National and Local level.


1.2 Objective of the Study
          Identifying preferable locations for a specific agricultural product.
          Analyzing the scopes and limitations for the promotion of that specific product on
           that specific area.
          Developing a promotional strategy.




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1.3 Methodology of the Study
                         Project Identification and Fixation of Objectives


             Literature Review and Data Collection (for both Product and Location)


          Analyzing the Opportunities and Weakness (for both Product and Location)


          Developing a promotional strategy (for a specific product in a specific area)



Chapter 02: Promoting Jute Production in Shariatpur District

2.1 Jute Profile

Jute dicotyledenous fiber-yielding plant of the genus Corchorus, order Tiliaceae. Jute was
once known as the golden fiber of Bangladesh, since it was the most important cash crop for
the country. It is grown in Bangladesh, India, Myanmar, Nepal, China, Taiwan, Thailand,
Vietnam, Cambodia, Brazil and some other countries.

Jute grows well where the annual rainfall is 1500 mm or more, with at least 250 mm during
each of the months of March, April and May. The optimum range of temperature required is
18°-33°C. Jute is cultivated in the rainy season. In Bangladesh sowing usually starts at the
end of February and continues up to the end of May, depending on the species. Jute can be
grown in a number of soil types, ranging from clay to sandy loam with optimum fertility, and
soil pH ranging from 5.0-8.6.

Cultivation of jute is quite hard and painstaking. It has a number of stages of processing
namely preparing the land, sowing, weeding, harvesting, retting, extraction of fibre, washing,
cleaning and drying etc. It’s a yearly crop and takes about 120 days (April/May-July/August)
to complete the process of cultivation.

Use: Jute and jute-based products are put to a wide range of uses. Since ancient times it has
been used as a raw material for packaging. Before being used as a commercial commodity it
was used in different parts of the world to make household and farm implements such as
ropes, handmade clothes, wall hangings, etc. Its leaves and roots were used as herbal
medicine and as vegetable by the local people. Traditionally, use of jute products are limited

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to packaging materials like twine, hessian, gunny bag, twill, carpet backing, wool pack,
tarpaulin, mats, canvas, wall cover, upholstery, and as furnishing fabrics of different types
and natures. (Source: Banglapedia; Jute)

2.5 Reasons for Jute Promotion
      Jute – ‘The Golden Fiber’ used to contribute 90% of the country’s total export
       earnings during 1960-70. (See Chart: Appendix a)
      At present - 35% of the world demand for Jute supplied by Bangladesh and ‘Jute
       Sector’ holds the 3rd and 5th position in export receipts. (See Chart: Appendix a)
      Potential sector because – demand is increasing for diversified and environment
       friendly use of Jute based products; i.e. - Geo Bags for Embankment. ‘Polythene’ use
       is declining because of rise in the price of Petroleum; Jute – the main substitute for
       Polythene. (Moazzem G. K.; Rahman T. M. and Sobhan A.)

2.3 Shariatpur Profile

Shariatpur District (Dhaka division) with an area of 1181.53 sq.km. is bounded by
Munshiganj district on the North, Barisal district on the South, Chandpur district on the East,
Madaripur district on the west. Main rivers are Padma, Meghna, Palong and Kirtinasha.

Total population of Shariatpur is 1057181. Main occupation is agriculture and agricultural
laborer; jointly near about 70%. Total cultivable land 83805 hectares. Among this single crop
22.24%, double crop 50.12% and treble crop land is 27.64%. Main crops are Jute, Paddy,
Wheat, Sweet Potato, Onion, Garlic, and Tomato. Main exports are Jute, Onion, Garlic, and
Tomato. (Source: Banglapedia; Shariatpur District) (See Map of Shariatpur: Appendix b)

2.4 Reasons for Promoting Jute in Shariatpur District

      Ideal condition for Jute growing in terms of ‘Geographic Characteristics’ : The
       geographical crucial factor for Jute growing such as Tempareture, Humidity, Rainfall
       etc is perfectly well matched with the geographical characteristics of Shariyatpur.
       (See Table : Appendix b)

      Labor force : Jute production process is highly labour oriented. The number of
       labour required for per ton of production in comparision with Rice is almost double.
       (See Table : Appendix f). In Shariatpur the agricultural labour force is near about 70 %



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               of the total labour force. (Source: Banglapedia; Shariatpur District). So the availability of
               the labour for further promotion of Jute production is enough.

              LQ value : LQ value (313.678) is highest in terms of production. This means the
               regional share of Jute production is extremely high than the national share in
               Shariatpur. LQ value (1.519) is Moderately Above to the National Average in case of
               production rate. This indicates the rate of productivity is also good in Shariatpur for
               Jute production. (See Table and Map : Appendix c, d1, d2)

              Favourable position with respect to the location of the Jute Mills : Three main
               concentic zone of Bangladesh for Jute Mills are Dhaka (Narayanganj and Narsingdi),
               Khulna and Chittagong. Shariatpur is closely located to Narayanganj. In terms of
               production rate the most favorable location for Jute production is Narayanganj. The
               combined map of LQ value (production rate) and Jute Mills location shows that
               maximum Jute Mills are located in the high productive zone; in and around
               Narayanganj. (See Map : Appendix e1, e2, e3)

              Close proximity to Air port and Sea port : Jute prodution is majorly export
               oriented. For exporting to abroad location of the Sea port and Air port from the
               industry is very imortant. Shariatpur is closely located to Dhaka so the locational
               proximity with Air port is good. The Mongla Sea port of Khulna is also not very far.
               So the location is also suitable for Shipping . (See Map : Appendix e2)

       2.5 SWOT Analysis

Strength                                                       Weakness

      Favorable geographical characteristics.                         Jute can be cultivated only once in a year.
      Availability of sufficient labor force.                         Poor rate of return in terms per ton of
                                                                        production. (See Table : Appendix f)


Opportunity                                                    Threat

      Increasing demand of Jute.                                      Water pollution occurs during retting.
      Possibility of flourishment for cottage                         Production process largely dependent on
       industries.                                                      nature.
      Close proximity to Dhaka.




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2.6 Promoting Strategy

Agricultural

      Supply of high yielding seed and fertilizer like India and China.

      Modern technology like ‘Fibre Extractor Machine’ to reduce labour cost.

      Efficient use of water for retting. (See Figure : Appendix f)

Economic

      Ensure proper selling price of the jute : The difference in the Mill price and the
       price that farmers actually get should be minimized. The rational selling price of the
       Jute should be ensured to give security to the farmers investment or capital.

      Market development initiatives : Exploring new market in different parts of the
       world through trade fair or business fair. Signing contracts with the neighboring
       countries for duty free entrance of the Jute based products.

      Increasement of local use and strict rules on the use of polythene : Local use of
       the Jute based products should be increased in a greater amount. In India 100% of
       their total jute production is consumed locally. India further exports from the other
       coountries for their use. In Bangladesh the use of Jute as a substitute for Polythene
       should be raised both Publicly and Privately.

Financial

      Providing monetary grant in Jute Sector like Leather Industry : The leather
       sector receives near about 17% monetary garnt from the government on their total
       export amount. Same kind of facilities can also arranged for promoting Jute export.

      Simple interset loan facilitiies.

      Premium facility for high quality fibre : High buying price for the good grade
       fibres should be offered from the Mills to encourage good quality fibre production.




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Physical Infrastructure

         Jute Mill establishment in Shariyatpur : From the location map of the Jute Mills
          (Appendix-e1) in Bangladesh we can see that there is no Jute Mill in Shariatpur.
          Couple of Mills can be established in Shariatpur to reduce the transport cost.

         Improved transort facility with the Chittagong and Mongla Sea Port and Narayangonj
          Industrial Area. (See Map : Appendix e2)

         Research institute at Shariyatpur : A sub-station of Bangladesh Jute Research
          Institute (BJRI) is proposed in Shariatpur to research and develop the quality of the
          total production process. (See Figure : Appendix g)

Chapter 03: Promoting Sweetmeat Production in Rajbari District

3.1 Sweetmeat Profile

Sweetmeats occupy an important place in the diet of Bengalis and at their social ceremonies.
It is an ancient custom among Hindus to distribute sweets at pujas. Sweets are also distributed
at the end of Muslim milads. Traditionally, Bengalis distribute sweets among neighbours and
relatives on a variety of occasions such as births, engagements, weddings, success in
examinations etc. Because Bengali sweets are made from curd, they form an important part of
the daily diet. The sweetmeat industry has flourished because of its close links with social
and religious ceremonies. Competition and changing tastes have helped to create many new
sweets, and today this industry has grown not only within the country but has also spread
abroad.

In addition to home-made sweets, Bengalis also buy sweetmeats prepared by mairas, or
sweetmeat makers. Unlike northern Indian and Pakistani sweetmeats which are made of ksir
(thickened milk), Bengali sweetmeats are made from curdled milk. The discovery of the
process of curdling milk dates back to the Middle Ages. This discovery revolutionized the
sweet culture of Bengalis. Since the 16th century, Bengali sweets were used in abundance by
the Vaishnavas as they were vegetarian. Various methods are used to make sweets attractive
and tasty. For instance, cassia leaves, cardamom powder, raisins, cashew nuts and orange rind
are used for flavour, variety, and decoration. Different colours are also used. Various moulds
are used to give attractive designs and shapes to sweets, especially Swandesh a form of
sweetened cottage cheese.

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In Bangladesh today, Porabari in Tangail is famous for Chamcham, Muktagachha in
Mymensingh for Manda, Comilla for Pyada and Rasmalai, Faridpur for Malaikari, Natore
for Kanchagolla, Rajbari for Swandesh and Dhaka for Amrti, Jilipi and Pranhara.

(Source: Banglapedia; Sweetmeats)

3.2 Reasons for Sweetmeat Promotion

      Cultural factor and festive demand: Sweet has always been a magnificent part of
       celebration for every Bangladeshi. A highly enriched culture provides this country a
       handful of festivals to celebrate. Sweet is one of the most common and popular festive
       food. Distributing sweets among friends and family during cultural festivals like
       Pahela Boishakh, Pahela Falgun, Eid, Durga Puja and many more occasions is very
       common here. Moreover any kind of occasions like marriage ceremony, birthday,
       milad mahfil also consumes sweet product. Sweet has become a significant part of the
       Bengali culture.
      Locally huge demand and possibility of exporting: Local demand of sweet
       throughout the country has always encouraged the production of sweetmeat. In every
       shop in Bangladesh the highest sweet product consumption demand arises at the time
       of publishing the result of different School Certificate Exams like- HSC, SSC exams.
       Thousands of Bengali lives abroad in different countries all around the world. They
       are always willing to have the taste of sweet produced by Bangladeshi, traditional
       producers. All these markets are untapped and have a high potential to be a big
       market for Bangladeshi sweet products. Moreover sub-continent sweet products have
       a lot of demand among foreign nationalities and we can have a great opportunity to
       export quality sweet abroad.

3.3 Rajbari Profile

Rajbari District (Dhaka division) with an area of 1118.8 sq km, is bounded by Pabna district
on the North, Faridpur and Magura districts on the South, Manikganj district on the East,
Kushtia and Jhenaidah districts on the West. Main rivers besides the Padma (Ganges) are
Jalangi, Kumar, Gorai-Madhumati, Harai and Chandana. Annual average temperature:
maximum 35.8°C and minimum 12.6°C; annual rainfall 2105 mm.




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Total Population is 940360. Average literacy rate is 26.4%. Main crops are Paddy, Jute,
Sugarcane, Turmeric, Ground nut, Oil Seeds, Pulses. Total no. of dairy farms in Rajbari is
259. Main exports are Sugarcane, Ground Nut, Vegetables, and Jute.

(Source: Banglapedia; Rajbari District) (See Map of Rajbari: Appendix h)

3.4 Reasons for Promoting Sweetmeat in Rajbari

       Highest LQ Value and Traditionally Renowned Area: Rajbari district is situated at
        slightly west side of Bangladesh. It is very close to capital Dhaka. It is traditionally
        renowned area for Sweetmeat production. This district has the highest LQ (318.676)
        value for Sweetmeat production. This means the ratio of Sweetmeat production in
        Rajbari is higher than the ratio of sweetmeat production in National Level. That is
        why Rajbari can be taken as a landmark for sweetmeat production.

        (See Table and Map : Appendix h-1, i)

       Preferable Location in terms of Raw Materials: The main ingredients like Milk,
        Sugar, and Wheat also have a high National LQ value in and among the close region
        of Rajbari. To be specific, Milk is produced in a greater amount in Pabna and
        Sirajganj, which are just beside Rajbari. It has some adjacent districts which have
        moderately high LQ value for Sugar production. Faridpur, Jessore, Jhinaidaha,
        having a good level of Sugar production can play a great role in prospect of
        Sweetmeat in Rajbari. Wheat production has high LQ value in Magura, Rajbari,
        Pabna and Meherpur; which is very influential for Sweetmeat production. Considering
        all these aspects, it can be said that Rajbari is now the most preferable location for
        Sweetmeat production in terms of raw material. (See Figure: Appendix j)




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       3.5 SWOT Analysis
Strength                                                   Weakness
      Availability of the raw materials.                          Perishable nature of the Sweetmeat.
      Traditional skilled labor.                                  Seasonal variation in demand.
      Highest LQ value among the country.


Opportunity                                                 Threat

      Close proximity to capital city Dhaka.                       Occupation switching by the traditional
                                                                     workers for better earning.
      Suitable location for supplying all over the
       country.                                                     Sweetmeat shop with false brand name.

      Flourishment as an export oriented area.



       3.6 Promoting Strategy

       Infrastructure Policy

              Increasing the no. of “Dairy Farms” in Pabna ,Sirajgonj and Rajbari.

              Promoting “Sugar Mill” in Jhenaidah and Faridpur.

              Establishing “Wheat Industry” (Roller Mill) in Rajbari, Magura and Pabna.

              Better transport facility – to bring the raw materials from the nearby areas.

              Building quick distribution network with Dhaka – to catch the greater market and
               for exporting because Sweetmeat is a perishable good. (See Figure: Appendix j)

              Vocational centre/ Training centre - for Sweetmeat workers.




       Economic Policy

              Loan facilities – for raw materials and better freezing option. As sweet is a product
               which needs proper storage in freezer to maintain the quality, a specific amount of
               loan should be sanctioned to the registered traders for freezing support.



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      Strictly maintain the “Copyright” for the name of the sweetmeat shop. Policy should
       be taken and implemented to maintain the name of the sweetmeat shop authentic. For
       example, naming a sweet meat shop “Rajbari Swandesh” will be strictly prohibited if
       the shop actually does not sell Swandesh of Rajbari. Proper authority will be liable for
       this type of abuse which actually affects a lot in sweet meat sale.

Marketing Policy:

      Sweetmeat fair in home and abroad during festivals – will serve the promotional
       works of different varieties. A large variety of Sweetmeat already exists in our
       country. To promote different varieties of sweet meats, Sweetmeat fair can be
       organized during festivals both inside the country and in abroad which will serve the
       promotional works of different varieties.

      Establishing a “Sweetmeat Center” in Dhaka – all varieties of the country under one
       roof. This will help people to know a lot about the enriched variety of sweets and will
       also give them opportunity to taste the original traditional sweets.




Chapter 04: Conclusion



In this study promotional strategy for two agricultural products at district (Regional) level is
discussed. Scopes and limitations are analyzed based on some limited data and selected
features. Detail process for the promotion of that particular product is not carried out for the
limitation of time and scope of the study; but this study can be treated as a general and simple
guideline for further study about the promotion of agricultural product at regional level.




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References:

  1. Rahman R. A.K.M.; Jute in South Asia; International Jute Organization, Dhaka, Bangladesh.
  2. Common Fund for Commodities (April, 2006).Technical Paper No. 44: A Road Map for Jute;
     International Jute Study Group, Dhaka, Bangladesh.
  3. Moazzem G.K.;Rahman T.M. and Sobhan A. (January, 2009). Jute Manufacturing Sector of
     Bangladesh Challenges, Opportunities and Policy Options: Paper 78; ISSN 1818-1570 (Print),
     ISSN 1818-1597 (Online); Center for Policy Dialogue, Dhanmondi, Dhaka, Bangladesh.
  4. Banglapedia; Jute.
     URL: http://www.banglapedia.org/httpdocs/HT/J_0135.HTM
  5. Banglapedia; Shariatpur District
     URL: http://www.banglapedia.org/httpdocs/HT/S_0306.HTM
  6. Banglapedia; Sweetmeat.
     URL: http://www.banglapedia.org/httpdocs/HT/S_0640.HTM
  7. Banglapedia; Rajbari District
     URL: http://www.banglapedia.org/httpdocs/HT/R_0066.HTM
  8. Shariatpur Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka.
     URL:http://www.bbs.gov.bd/RptZillaProfile.aspx
  9. Rajbari Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka.
     URL: http://www.bbs.gov.bd/RptZillaProfile.aspx
  10. Bangladesh Bureau of Statistics, Bangladesh Data Sheet.
     URL: http://www.bbs.gov.bd/WebTestApplication/userfiles/SubjectMatterDataIndex/datasheet.xls
  11. Bangladesh Bank, Commodity Wise Export Receipts.
     URL: http://www.bangladesh-bank.org/
  12. Central Research Institute for Jute & Allied Fibers, Indian Council of Agricultural Research,
     Kolkata, India. URL: http://www.crijaf.org.in/side_menu/engineering.html#3
  13. Bangladesh Jute Research Institute, Dhaka.
     URL: http://www.bjri.gov.bd/
  14. Bangladesh Jute Mill Corporation, Motijheel, Dhaka.
     URL: http://www.bjmc.gov.bd/
  15. Bangladesh Jute Spinners Association, Dhaka.
     URl: : http://www.juteyarn-bjsa.org/home.htm
  16. International Jute Study Group, Dhaka.
     URL: http://www.jute.org/
Appendix (a)




           Source: Rahman R. A.K.M.; Jute in South Asia; International Jute Organization, Dhaka.




Source: Common Fund for Commodities (2005).Technical Paper No. 44: A Road Map for Jute; International Jute
                                     Study Group, Dhaka, Bangladesh.
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                                    Appendix (b)




.




                              Figure: Map of Shariatpur District

                           Source: Banglapedia; Shariatpur District

                  URL: http://www.banglapedia.org/httpdocs/HT/S_0306.HTM

                      Geographical Characteristics of Shariyatpur.




    Criteria           Favourable for Jute Production              In Shariyatpur


    Temparature        18˚-33˚C                                    Annual Averege 35.8˚C

    Rainfall           Annualy more than 1500 mm                   Annually 2105mm

    Soil Type          Clay to Sandy Loam                          Mainly Clay and Mix Type



                      Source: Banglapedia; Jute and Shariatpur District.

                  URL: http://www.banglapedia.org/httpdocs/HT/J_0135.HTM

                  URL: http://www.banglapedia.org/httpdocs/HT/S_0306.HTM
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                                    Appendix (c)

          SI No        Name of Items          Area (Acre)      Production (M.Ton)
            1              Wheat                7,053                21,273
            2             Tobaco                 180                  1,677
            3            Fish catch             5,200                 7,543
            4              Onion                2,183                 5,270
            5              Sugar                   0                   27
            6               Rich                79,982               208,617
            7              Eggs                   53                   206
            8               Milk                   0                  1,459
            9              Pulse                6,514                 4,918
           10           Sugar Cane               504                   619
           11           Sweet Meat                 0                  3,398
           12            Vegetable              7,538                12,528
           13               Jute                40,839               72,157
           14            Turmaric                 46                   261
           15              Garlic               1,402                 2,571
                        Table: Agricultural Production of Shariatpur

Source: Shariatpur Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka.

                      URL:http://www.bbs.gov.bd/RptZillaProfile.aspx



       Location Quotient Values of Jute Production According to Districts
     Location Quotient(Production)                     Location Quotient(Production Rate)
    District               LQ Value                     District               LQ Value
 Bandarban                   0.000                        Bogra                   0.010
   Barguna                   0.000                       Barisal                  0.037
    Bogra                    0.000                     Meherpur                   0.183
 Khagrachari                 0.000                    Khagrachari                 0.307
 Patuakhali                  0.000                     Jhenaidah                  0.441
    Sylhet                   0.000                    Lalmonirhat                 0.571
 Kishoreganj                 0.009                     Chandpur                   1.314
 Sunamganj                   0.060                      Faridpur                  1.459
  Jhenaidah                  0.079                      Barguna                   1.482
   Pirojpur                  0.093                     Gopalganj                  1.510
    Khulna                   0.185                     Shariatpur                 1.519
 Rangamati                   0.189                       Sylhet                   1.714
Brahmanbaria                 0.201                      Dinajpur                  2.108
  Narsingdi                  0.216                      Bagerhat                  2.357
Narayanganj                  0.230                       Jessore                  2.929
   Bagerhat                  0.232                        Pabna                   3.697
    Bhola                    0.305                      Kushtia                   5.242
   Jhalokati                 0.333                      Khulna                    6.060
Mymensingh                   0.413                        Bhola                   8.454
    Dhaka                    0.673                   Brahmanbaria                 9.487
   Comilla                   1.326                      Tangail                  10.684
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 Habiganj                    1.637       Comilla                 13.270
     Location Quotient(Production)     Location Quotient(Production Rate)
   District                LQ Value      District              LQ Value
 Netrokona                   1.654      Jamalpur                 14.062
Manikgonj                    1.857       Pirojpur                14.794
Munshiganj                   2.035    Thakurgaon                 15.417
  Faridpur                   4.733     Bandarban                 16.169
  Gazipur                    5.182       Natore                  16.325
  Dinajpur                   7.363        Dhaka                  17.851
 Joypurhat                   7.872     Patuakhali                18.144
  Sirajganj                  8.222    Kishoreganj                18.900
Chuadanga                    9.470     Narsingdi                 18.968
 Gaibandha                   14.734   Manikgonj                  23.662
  Kushtia                    15.917     Sirajganj                24.260
   Narail                    19.297     Satkhira                 24.947
 Chandpur                    20.832   Munshiganj                 25.627
   Barisal                   20.872   Chuadanga                  27.992
 Jamalpur                    31.937      Gazipur                 28.378
  Sherpur                    32.725     Habiganj                 28.679
Nilphamari                   32.973   Mymensingh                 29.038
   Tangail                   37.923     Jhalokati                33.273
  Satkhira                   38.583    Rangamati                 35.139
   Jessore                   39.748   Cox's Bazar                41.111
 Gopalganj                   39.945   Chittagong                 44.194
    Pabna                    42.269        Feni                  60.402
Thakurgaon                   42.568     Noakhali                176.779
  Rangpur                    45.787   Lakshmipur                193.966
   Natore                    50.138   Narayanganj               582.183
 Kurigram                    68.216    Gaibandha
Lalmonirhat                  84.167    Joypurhat
   Rajbari                  152.625    Kurigram
  Magura                    166.520    Madaripur
 Meherpur                   172.722      Magura
 Madaripur                  264.591   Maulvibazar
 Shariatpur                 313.678     Naogaon
Chittagong                                Narail
Cox's Bazar                           Nawabganj
     Feni                              Netrokona
Lakshmipur                            Nilphamari
Maulvibazar                           Panchagarh
  Naogaon                                Rajbari
Nawabganj                               Rajshahi
 Noakhali                               Rangpur
Panchagarh                               Sherpur
  Rajshahi                            Sunamganj




                                                                          17 | P a g e
PLAN 434
                                                                   Regional Planning Studio
                        Appendix (d1)




Figure: LQ (Production) Map of Jute Production According to Districts.


                                                                               18 | P a g e
PLAN 434
                                                                      Regional Planning Studio
                          Appendix (d2)




Figure: LQ (Production Rate) Map of Jute Production According to Districts.


                                                                                  19 | P a g e
PLAN 434
                                                    Regional Planning Studio
             Appendix (e1)




Figure: Location of the Jute Mills in Bangladesh.




                                                                20 | P a g e
PLAN 434
                                                       Regional Planning Studio
               Appendix (e2)




Figure: LQ (Production) Map with Jute Mills Location




                                                                   21 | P a g e
PLAN 434
                                                            Regional Planning Studio
                  Appendix (e3)




Figure: LQ (Production Rate) Map with Jute Mills Location




                                                                        22 | P a g e
PLAN 434
                                                                                             Regional Planning Studio
                                                  Appendix (f)
Criteria                                 Rice                          Jute


Yield per hectare                        2 tons                        1.2 -1.5 tons


Labor                                    145 man/day/ton               215 man/day/ton


Per Quintal Selling Price                1100 tk.                      1200 tk.




             Table: Comparison between Rice and Jute in terms of production factors and rate of return.

  Source: Common Fund for Commodities (2005).Technical Paper No. 44: A Road Map for Jute; International Jute
                                          Study Group, Dhaka, Bangladesh.




                                                            Figure: Retting of Jute by Efficient Use of Water

 Figure: Fiber Extractor.

 Source: Central Research Institute for Jute & Allied Fibers, Indian Council of Agricultural Research, Kolkata, India.

                            URL: http://www.crijaf.org.in/side_menu/engineering.html#3




                                                                                                          23 | P a g e
PLAN 434
                                                                   Regional Planning Studio
                          Appendix (g)




          Figure: Proposed Jute Research Institute in Shariatpur

           Source: Bangladesh Jute Research Institute, Dhaka.

URL: http://www.bjri.gov.bd/DIFFERENT%20RESEARCH%20STATION.HTM



                                                                               24 | P a g e
PLAN 434
                                                                               Regional Planning Studio
                                   Appendix (h)




                            Figure: Map of Rajbari District
                          Source: Banglapedia; Rajbari District

             URL: http://www.banglapedia.org/httpdocs/HT/R_0066.HTM

     SI No      Name of Items         Area (acre)          Production (M.Ton)
       1            Wheat                35,450                    22,163
       2           Tobaco                 1,850                    43,333
       3          Fish catch              6,008                    7,004
       4            Onion                25,717                    73,119
       5             Rich               146,251                   190,596
       6            Eggs                    0                      4,304
       7             Milk                   0                       231
       8            Pulse                18,871                    10,637
       9         Sugar Cane              12,384                   175,254
      10         Sweet Meat                120                     42,684
      11          Vegetable               8,762                    25,850
      12             Jute                37,630                    64,210
      13          Turmaric                 581                     1,071
      14            Garlic                5,476                    6,242
                        Table: Agricultural Production of Rajbari

Source: Rajbari Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka.

                    URL: http://www.bbs.gov.bd/RptZillaProfile.aspx


                                                                                              25 | P a g e
PLAN 434
                                                                      Regional Planning Studio
                                  Appendix (h-1)
   Location Quotient Values of Sweetmeat Production According to Districts
       Location Quotient(Production)          Location Quotient(Production Rate)
     District                   Jute            District                  Jute
      Bogra                    0.000           Pirojpur                  0.005
 Kishoreganj                   0.010         Kishoreganj                 0.010
  Jhenaidah                    0.020            Kushtia                  0.952
Brahmanbaria                   0.091            Khulna                   1.056
Mymensingh                     0.140          Narsingdi                  1.428
  Nilphamari                   0.181             Sylhet                  1.544
   Joypurhat                   0.198            Barisal                  2.046
 Chuadanga                     0.223         Lalmonirhat                 2.173
 Narayanganj                   0.233          Manikgonj                  2.438
     Pirojpur                  0.342            Natore                   2.511
   Narsingdi                   0.488           Faridpur                  2.939
    Kurigram                   0.555           Kurigram                  5.068
      Khulna                   0.572         Sunamganj                   5.077
 Munshiganj                    0.607            Jessore                  6.217
      Sylhet                   1.069            Magura                   6.226
  Sunamganj                    1.090           Sirajganj                10.147
   Shatkhira                   1.116        Brahmanbaria                13.713
    Faridpur                   1.224           Bagerhat                 20.554
     Jessore                   1.311             Pabna                  21.805
    Jhalokati                  1.416             Dhaka                  23.634
     Sherpur                   1.872           Rangpur                  27.972
  Bandarban                    2.298           Barguna                  33.058
 Lalmonirhat                   2.353          Patuakhali                33.799
     Kushtia                   2.637         Bandarban                  40.964
  Manikgonj                    2.682            Comilla                 48.419
      Dhaka                    3.547          Chandpur                  72.739
    Jamalpur                   3.844            Gazipur                114.345
      Barisal                  4.361            Tangail                143.772
 Thakurgaon                    4.387         Munshiganj                150.648
     Magura                    4.525            Rajbari                502.777
  Netrokona                    5.124         Khagrachari              2,888.696
    Rangpur                    5.484           Habiganj               4,041.137
    Dinajpur                   6.429             Bhola
     Comilla                   6.494             Bogra
      Narail                   6.759         Chittagong
     Gazipur                   6.850         Chuadanga
      Natore                   7.250         Cox's Bazar
       Bhola                   8.957           Dinajpur
     Barguna                   9.003              Feni
  Gaibandha                    9.837          Gaibandha




 Khagrachari                 11.042          Gopalganj

                                                                                   26 | P a g e
PLAN 434
                                                           Regional Planning Studio
   Location Quotient(Production)      Location Quotient(Production)

   District                Jute       District                Jute
Madaripur                 12.986     Jamalpur
 Meherpur                 13.522     Jhalokati
 Chandpur                 14.076    Jhenaidah
Rangamati                 16.793    Joypurhat
  Habiganj                18.153   Lakshmipur
   Tangail                18.335    Madaripur
  Sirajganj               22.954   Maulvibazar
  Bagerhat                41.927    Meherpur
 Shariatpur               46.397   Mymensingh
 Patuakhali               84.316     Naogaon
 Gopalganj               175.230       Narail
   Pabna                 209.691   Narayanganj
   Rajbari               318.676   Nawabganj
Chittagong                          Netrokona
Cox's Bazar                         Nilphamari
     Feni                            Noakhali
Lakshmipur                         Panchagarh
Maulvibazar                           Rajshahi
  Naogaon                           Rangamati
Nawabganj                           Shariatpur
  Noakhali                          Shatkhira
Panchagarh                            Sherpur
  Rajshahi                         Thakurgaon




                                                                       27 | P a g e
PLAN 434
               Regional Planning Studio
Appendix (i)




                           28 | P a g e
PLAN 434
                                                                          Regional Planning Studio
                                   Appendix (j)




Figure: Preferable Zones for supply of Raw Materials for Sweetmeat Production in Rajbari.




                   Figure: Infrastructure Policy Sweetmeat Production.

                                                                                      29 | P a g e

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Promotion of Agricultural Product (Jute, Sweetmeat) in Districts (Shariatpur, Rajbari) of Bangladesh

  • 1. Promotion of Agricultural Products in Districts of Bangladesh Jute: Shariatpur Sweetmeat: Rajbari Course No: Plan 434 Course Title: Regional Planning Studio Submitted to: Dr. Ishrat Islam, Assistant Professor, Dept. of URP Anindya Kishore Debnath, Lecturer, Dept. of URP Submitted by: Rifat Rahman (0615005) Nabila Nur Kuhu (0615009) Shahadat Hossain Shakil (0615020) Khaled Bin Abdul Quadir (0615030) Level-4, Term-1 Date of Submission: 8th April, 2011 Department of Urban and Regional Planning Bangladesh University of Engineering and Technology
  • 2. PLAN 434 Regional Planning Studio Table of Contents Contents Page No. Title Page Table of Contents Chapter 01: Introduction 1 1.1 Background of the study 1 1.2 Objective of the Study 1 1.3 Methodology of the Study 2 Chapter 02: Promoting Jute Production in Shariatpur District 2 2.1 Jute Profile 2 2.2 Reasons for Jute Promotion 3 2.3 Shariatpur Profile 3 2.4 Reasons for Promoting Jute in Shariatpur District 3 2.5 SWOT Analysis 4 2.6 Promoting Strategy 5 Chapter 03: Promoting Sweetmeat Production in Rajbari District 6 3.1 Sweetmeat Profile 6 3.2 Reasons for Sweetmeat Promotion 7 3.3 Rajbari Profile 7 3.4 Reasons for Promoting Sweetmeat in Rajbari 8 3.5 SWOT Analysis 9 3.6 Promoting Strategy 9 Chapter 04: Conclusion 10 Appendices References 2|Page
  • 3. PLAN 434 Regional Planning Studio Chapter 01: Introduction 1.1 Background of the study Bangladesh is traditionally an agro-based country for geographical reasons. Historically agricultural products play a major role in the GDP of the country. Recent statistical data shows that agricultural products are now at 3 rd position in the sectoral share of GDP. Sectoral Share of G.D.P. At Current Price 2004-2005 2005-2006 (%) Service 49.42 49.22 Industry 28.81 29.01 Agriculture 22.27 21.77 Source: Bangladesh Data Sheet, National Accounts Wing, BBS. The economic condition, per capita income and quality of life of Bangladesh can be improved if proper emphasis is given on the agricultural sector and appropriate promotion strategy for the agricultural industry is undertaken. This promotion strategy should be undertaken in different scales on the basis of need and priority. In Bangladesh there are lots of National level goals and policies for industrial promotion and there are also some Local level plans; but the intermediate stage (Regional level) between these two is always neglected. National level plans are always too broad on the other hand Local level plans are too specific. A combination of these two scales of planning is needed for quick and efficient improvement strategy. In this study Regional promotional strategy for two agricultural products in two different districts (Jute-Shariatpur; Sweetmeat-Rajbari) is discussed to minimize the above mentioned gap between National and Local level. 1.2 Objective of the Study  Identifying preferable locations for a specific agricultural product.  Analyzing the scopes and limitations for the promotion of that specific product on that specific area.  Developing a promotional strategy. 3|Page
  • 4. PLAN 434 Regional Planning Studio 1.3 Methodology of the Study Project Identification and Fixation of Objectives Literature Review and Data Collection (for both Product and Location) Analyzing the Opportunities and Weakness (for both Product and Location) Developing a promotional strategy (for a specific product in a specific area) Chapter 02: Promoting Jute Production in Shariatpur District 2.1 Jute Profile Jute dicotyledenous fiber-yielding plant of the genus Corchorus, order Tiliaceae. Jute was once known as the golden fiber of Bangladesh, since it was the most important cash crop for the country. It is grown in Bangladesh, India, Myanmar, Nepal, China, Taiwan, Thailand, Vietnam, Cambodia, Brazil and some other countries. Jute grows well where the annual rainfall is 1500 mm or more, with at least 250 mm during each of the months of March, April and May. The optimum range of temperature required is 18°-33°C. Jute is cultivated in the rainy season. In Bangladesh sowing usually starts at the end of February and continues up to the end of May, depending on the species. Jute can be grown in a number of soil types, ranging from clay to sandy loam with optimum fertility, and soil pH ranging from 5.0-8.6. Cultivation of jute is quite hard and painstaking. It has a number of stages of processing namely preparing the land, sowing, weeding, harvesting, retting, extraction of fibre, washing, cleaning and drying etc. It’s a yearly crop and takes about 120 days (April/May-July/August) to complete the process of cultivation. Use: Jute and jute-based products are put to a wide range of uses. Since ancient times it has been used as a raw material for packaging. Before being used as a commercial commodity it was used in different parts of the world to make household and farm implements such as ropes, handmade clothes, wall hangings, etc. Its leaves and roots were used as herbal medicine and as vegetable by the local people. Traditionally, use of jute products are limited 4|Page
  • 5. PLAN 434 Regional Planning Studio to packaging materials like twine, hessian, gunny bag, twill, carpet backing, wool pack, tarpaulin, mats, canvas, wall cover, upholstery, and as furnishing fabrics of different types and natures. (Source: Banglapedia; Jute) 2.5 Reasons for Jute Promotion  Jute – ‘The Golden Fiber’ used to contribute 90% of the country’s total export earnings during 1960-70. (See Chart: Appendix a)  At present - 35% of the world demand for Jute supplied by Bangladesh and ‘Jute Sector’ holds the 3rd and 5th position in export receipts. (See Chart: Appendix a)  Potential sector because – demand is increasing for diversified and environment friendly use of Jute based products; i.e. - Geo Bags for Embankment. ‘Polythene’ use is declining because of rise in the price of Petroleum; Jute – the main substitute for Polythene. (Moazzem G. K.; Rahman T. M. and Sobhan A.) 2.3 Shariatpur Profile Shariatpur District (Dhaka division) with an area of 1181.53 sq.km. is bounded by Munshiganj district on the North, Barisal district on the South, Chandpur district on the East, Madaripur district on the west. Main rivers are Padma, Meghna, Palong and Kirtinasha. Total population of Shariatpur is 1057181. Main occupation is agriculture and agricultural laborer; jointly near about 70%. Total cultivable land 83805 hectares. Among this single crop 22.24%, double crop 50.12% and treble crop land is 27.64%. Main crops are Jute, Paddy, Wheat, Sweet Potato, Onion, Garlic, and Tomato. Main exports are Jute, Onion, Garlic, and Tomato. (Source: Banglapedia; Shariatpur District) (See Map of Shariatpur: Appendix b) 2.4 Reasons for Promoting Jute in Shariatpur District  Ideal condition for Jute growing in terms of ‘Geographic Characteristics’ : The geographical crucial factor for Jute growing such as Tempareture, Humidity, Rainfall etc is perfectly well matched with the geographical characteristics of Shariyatpur. (See Table : Appendix b)  Labor force : Jute production process is highly labour oriented. The number of labour required for per ton of production in comparision with Rice is almost double. (See Table : Appendix f). In Shariatpur the agricultural labour force is near about 70 % 5|Page
  • 6. PLAN 434 Regional Planning Studio of the total labour force. (Source: Banglapedia; Shariatpur District). So the availability of the labour for further promotion of Jute production is enough.  LQ value : LQ value (313.678) is highest in terms of production. This means the regional share of Jute production is extremely high than the national share in Shariatpur. LQ value (1.519) is Moderately Above to the National Average in case of production rate. This indicates the rate of productivity is also good in Shariatpur for Jute production. (See Table and Map : Appendix c, d1, d2)  Favourable position with respect to the location of the Jute Mills : Three main concentic zone of Bangladesh for Jute Mills are Dhaka (Narayanganj and Narsingdi), Khulna and Chittagong. Shariatpur is closely located to Narayanganj. In terms of production rate the most favorable location for Jute production is Narayanganj. The combined map of LQ value (production rate) and Jute Mills location shows that maximum Jute Mills are located in the high productive zone; in and around Narayanganj. (See Map : Appendix e1, e2, e3)  Close proximity to Air port and Sea port : Jute prodution is majorly export oriented. For exporting to abroad location of the Sea port and Air port from the industry is very imortant. Shariatpur is closely located to Dhaka so the locational proximity with Air port is good. The Mongla Sea port of Khulna is also not very far. So the location is also suitable for Shipping . (See Map : Appendix e2) 2.5 SWOT Analysis Strength Weakness  Favorable geographical characteristics.  Jute can be cultivated only once in a year.  Availability of sufficient labor force.  Poor rate of return in terms per ton of production. (See Table : Appendix f) Opportunity Threat  Increasing demand of Jute.  Water pollution occurs during retting.  Possibility of flourishment for cottage  Production process largely dependent on industries. nature.  Close proximity to Dhaka. 6|Page
  • 7. PLAN 434 Regional Planning Studio 2.6 Promoting Strategy Agricultural  Supply of high yielding seed and fertilizer like India and China.  Modern technology like ‘Fibre Extractor Machine’ to reduce labour cost.  Efficient use of water for retting. (See Figure : Appendix f) Economic  Ensure proper selling price of the jute : The difference in the Mill price and the price that farmers actually get should be minimized. The rational selling price of the Jute should be ensured to give security to the farmers investment or capital.  Market development initiatives : Exploring new market in different parts of the world through trade fair or business fair. Signing contracts with the neighboring countries for duty free entrance of the Jute based products.  Increasement of local use and strict rules on the use of polythene : Local use of the Jute based products should be increased in a greater amount. In India 100% of their total jute production is consumed locally. India further exports from the other coountries for their use. In Bangladesh the use of Jute as a substitute for Polythene should be raised both Publicly and Privately. Financial  Providing monetary grant in Jute Sector like Leather Industry : The leather sector receives near about 17% monetary garnt from the government on their total export amount. Same kind of facilities can also arranged for promoting Jute export.  Simple interset loan facilitiies.  Premium facility for high quality fibre : High buying price for the good grade fibres should be offered from the Mills to encourage good quality fibre production. 7|Page
  • 8. PLAN 434 Regional Planning Studio Physical Infrastructure  Jute Mill establishment in Shariyatpur : From the location map of the Jute Mills (Appendix-e1) in Bangladesh we can see that there is no Jute Mill in Shariatpur. Couple of Mills can be established in Shariatpur to reduce the transport cost.  Improved transort facility with the Chittagong and Mongla Sea Port and Narayangonj Industrial Area. (See Map : Appendix e2)  Research institute at Shariyatpur : A sub-station of Bangladesh Jute Research Institute (BJRI) is proposed in Shariatpur to research and develop the quality of the total production process. (See Figure : Appendix g) Chapter 03: Promoting Sweetmeat Production in Rajbari District 3.1 Sweetmeat Profile Sweetmeats occupy an important place in the diet of Bengalis and at their social ceremonies. It is an ancient custom among Hindus to distribute sweets at pujas. Sweets are also distributed at the end of Muslim milads. Traditionally, Bengalis distribute sweets among neighbours and relatives on a variety of occasions such as births, engagements, weddings, success in examinations etc. Because Bengali sweets are made from curd, they form an important part of the daily diet. The sweetmeat industry has flourished because of its close links with social and religious ceremonies. Competition and changing tastes have helped to create many new sweets, and today this industry has grown not only within the country but has also spread abroad. In addition to home-made sweets, Bengalis also buy sweetmeats prepared by mairas, or sweetmeat makers. Unlike northern Indian and Pakistani sweetmeats which are made of ksir (thickened milk), Bengali sweetmeats are made from curdled milk. The discovery of the process of curdling milk dates back to the Middle Ages. This discovery revolutionized the sweet culture of Bengalis. Since the 16th century, Bengali sweets were used in abundance by the Vaishnavas as they were vegetarian. Various methods are used to make sweets attractive and tasty. For instance, cassia leaves, cardamom powder, raisins, cashew nuts and orange rind are used for flavour, variety, and decoration. Different colours are also used. Various moulds are used to give attractive designs and shapes to sweets, especially Swandesh a form of sweetened cottage cheese. 8|Page
  • 9. PLAN 434 Regional Planning Studio In Bangladesh today, Porabari in Tangail is famous for Chamcham, Muktagachha in Mymensingh for Manda, Comilla for Pyada and Rasmalai, Faridpur for Malaikari, Natore for Kanchagolla, Rajbari for Swandesh and Dhaka for Amrti, Jilipi and Pranhara. (Source: Banglapedia; Sweetmeats) 3.2 Reasons for Sweetmeat Promotion  Cultural factor and festive demand: Sweet has always been a magnificent part of celebration for every Bangladeshi. A highly enriched culture provides this country a handful of festivals to celebrate. Sweet is one of the most common and popular festive food. Distributing sweets among friends and family during cultural festivals like Pahela Boishakh, Pahela Falgun, Eid, Durga Puja and many more occasions is very common here. Moreover any kind of occasions like marriage ceremony, birthday, milad mahfil also consumes sweet product. Sweet has become a significant part of the Bengali culture.  Locally huge demand and possibility of exporting: Local demand of sweet throughout the country has always encouraged the production of sweetmeat. In every shop in Bangladesh the highest sweet product consumption demand arises at the time of publishing the result of different School Certificate Exams like- HSC, SSC exams. Thousands of Bengali lives abroad in different countries all around the world. They are always willing to have the taste of sweet produced by Bangladeshi, traditional producers. All these markets are untapped and have a high potential to be a big market for Bangladeshi sweet products. Moreover sub-continent sweet products have a lot of demand among foreign nationalities and we can have a great opportunity to export quality sweet abroad. 3.3 Rajbari Profile Rajbari District (Dhaka division) with an area of 1118.8 sq km, is bounded by Pabna district on the North, Faridpur and Magura districts on the South, Manikganj district on the East, Kushtia and Jhenaidah districts on the West. Main rivers besides the Padma (Ganges) are Jalangi, Kumar, Gorai-Madhumati, Harai and Chandana. Annual average temperature: maximum 35.8°C and minimum 12.6°C; annual rainfall 2105 mm. 9|Page
  • 10. PLAN 434 Regional Planning Studio Total Population is 940360. Average literacy rate is 26.4%. Main crops are Paddy, Jute, Sugarcane, Turmeric, Ground nut, Oil Seeds, Pulses. Total no. of dairy farms in Rajbari is 259. Main exports are Sugarcane, Ground Nut, Vegetables, and Jute. (Source: Banglapedia; Rajbari District) (See Map of Rajbari: Appendix h) 3.4 Reasons for Promoting Sweetmeat in Rajbari  Highest LQ Value and Traditionally Renowned Area: Rajbari district is situated at slightly west side of Bangladesh. It is very close to capital Dhaka. It is traditionally renowned area for Sweetmeat production. This district has the highest LQ (318.676) value for Sweetmeat production. This means the ratio of Sweetmeat production in Rajbari is higher than the ratio of sweetmeat production in National Level. That is why Rajbari can be taken as a landmark for sweetmeat production. (See Table and Map : Appendix h-1, i)  Preferable Location in terms of Raw Materials: The main ingredients like Milk, Sugar, and Wheat also have a high National LQ value in and among the close region of Rajbari. To be specific, Milk is produced in a greater amount in Pabna and Sirajganj, which are just beside Rajbari. It has some adjacent districts which have moderately high LQ value for Sugar production. Faridpur, Jessore, Jhinaidaha, having a good level of Sugar production can play a great role in prospect of Sweetmeat in Rajbari. Wheat production has high LQ value in Magura, Rajbari, Pabna and Meherpur; which is very influential for Sweetmeat production. Considering all these aspects, it can be said that Rajbari is now the most preferable location for Sweetmeat production in terms of raw material. (See Figure: Appendix j) 10 | P a g e
  • 11. PLAN 434 Regional Planning Studio 3.5 SWOT Analysis Strength Weakness  Availability of the raw materials.  Perishable nature of the Sweetmeat.  Traditional skilled labor.  Seasonal variation in demand.  Highest LQ value among the country. Opportunity Threat  Close proximity to capital city Dhaka.  Occupation switching by the traditional workers for better earning.  Suitable location for supplying all over the country.  Sweetmeat shop with false brand name.  Flourishment as an export oriented area. 3.6 Promoting Strategy Infrastructure Policy  Increasing the no. of “Dairy Farms” in Pabna ,Sirajgonj and Rajbari.  Promoting “Sugar Mill” in Jhenaidah and Faridpur.  Establishing “Wheat Industry” (Roller Mill) in Rajbari, Magura and Pabna.  Better transport facility – to bring the raw materials from the nearby areas.  Building quick distribution network with Dhaka – to catch the greater market and for exporting because Sweetmeat is a perishable good. (See Figure: Appendix j)  Vocational centre/ Training centre - for Sweetmeat workers. Economic Policy  Loan facilities – for raw materials and better freezing option. As sweet is a product which needs proper storage in freezer to maintain the quality, a specific amount of loan should be sanctioned to the registered traders for freezing support. 11 | P a g e
  • 12. PLAN 434 Regional Planning Studio  Strictly maintain the “Copyright” for the name of the sweetmeat shop. Policy should be taken and implemented to maintain the name of the sweetmeat shop authentic. For example, naming a sweet meat shop “Rajbari Swandesh” will be strictly prohibited if the shop actually does not sell Swandesh of Rajbari. Proper authority will be liable for this type of abuse which actually affects a lot in sweet meat sale. Marketing Policy:  Sweetmeat fair in home and abroad during festivals – will serve the promotional works of different varieties. A large variety of Sweetmeat already exists in our country. To promote different varieties of sweet meats, Sweetmeat fair can be organized during festivals both inside the country and in abroad which will serve the promotional works of different varieties.  Establishing a “Sweetmeat Center” in Dhaka – all varieties of the country under one roof. This will help people to know a lot about the enriched variety of sweets and will also give them opportunity to taste the original traditional sweets. Chapter 04: Conclusion In this study promotional strategy for two agricultural products at district (Regional) level is discussed. Scopes and limitations are analyzed based on some limited data and selected features. Detail process for the promotion of that particular product is not carried out for the limitation of time and scope of the study; but this study can be treated as a general and simple guideline for further study about the promotion of agricultural product at regional level. 12 | P a g e
  • 13. References: 1. Rahman R. A.K.M.; Jute in South Asia; International Jute Organization, Dhaka, Bangladesh. 2. Common Fund for Commodities (April, 2006).Technical Paper No. 44: A Road Map for Jute; International Jute Study Group, Dhaka, Bangladesh. 3. Moazzem G.K.;Rahman T.M. and Sobhan A. (January, 2009). Jute Manufacturing Sector of Bangladesh Challenges, Opportunities and Policy Options: Paper 78; ISSN 1818-1570 (Print), ISSN 1818-1597 (Online); Center for Policy Dialogue, Dhanmondi, Dhaka, Bangladesh. 4. Banglapedia; Jute. URL: http://www.banglapedia.org/httpdocs/HT/J_0135.HTM 5. Banglapedia; Shariatpur District URL: http://www.banglapedia.org/httpdocs/HT/S_0306.HTM 6. Banglapedia; Sweetmeat. URL: http://www.banglapedia.org/httpdocs/HT/S_0640.HTM 7. Banglapedia; Rajbari District URL: http://www.banglapedia.org/httpdocs/HT/R_0066.HTM 8. Shariatpur Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka. URL:http://www.bbs.gov.bd/RptZillaProfile.aspx 9. Rajbari Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka. URL: http://www.bbs.gov.bd/RptZillaProfile.aspx 10. Bangladesh Bureau of Statistics, Bangladesh Data Sheet. URL: http://www.bbs.gov.bd/WebTestApplication/userfiles/SubjectMatterDataIndex/datasheet.xls 11. Bangladesh Bank, Commodity Wise Export Receipts. URL: http://www.bangladesh-bank.org/ 12. Central Research Institute for Jute & Allied Fibers, Indian Council of Agricultural Research, Kolkata, India. URL: http://www.crijaf.org.in/side_menu/engineering.html#3 13. Bangladesh Jute Research Institute, Dhaka. URL: http://www.bjri.gov.bd/ 14. Bangladesh Jute Mill Corporation, Motijheel, Dhaka. URL: http://www.bjmc.gov.bd/ 15. Bangladesh Jute Spinners Association, Dhaka. URl: : http://www.juteyarn-bjsa.org/home.htm 16. International Jute Study Group, Dhaka. URL: http://www.jute.org/
  • 14. Appendix (a) Source: Rahman R. A.K.M.; Jute in South Asia; International Jute Organization, Dhaka. Source: Common Fund for Commodities (2005).Technical Paper No. 44: A Road Map for Jute; International Jute Study Group, Dhaka, Bangladesh.
  • 15. PLAN 434 Regional Planning Studio Appendix (b) . Figure: Map of Shariatpur District Source: Banglapedia; Shariatpur District URL: http://www.banglapedia.org/httpdocs/HT/S_0306.HTM Geographical Characteristics of Shariyatpur. Criteria Favourable for Jute Production In Shariyatpur Temparature 18˚-33˚C Annual Averege 35.8˚C Rainfall Annualy more than 1500 mm Annually 2105mm Soil Type Clay to Sandy Loam Mainly Clay and Mix Type Source: Banglapedia; Jute and Shariatpur District. URL: http://www.banglapedia.org/httpdocs/HT/J_0135.HTM URL: http://www.banglapedia.org/httpdocs/HT/S_0306.HTM 15 | P a g e
  • 16. PLAN 434 Regional Planning Studio Appendix (c) SI No Name of Items Area (Acre) Production (M.Ton) 1 Wheat 7,053 21,273 2 Tobaco 180 1,677 3 Fish catch 5,200 7,543 4 Onion 2,183 5,270 5 Sugar 0 27 6 Rich 79,982 208,617 7 Eggs 53 206 8 Milk 0 1,459 9 Pulse 6,514 4,918 10 Sugar Cane 504 619 11 Sweet Meat 0 3,398 12 Vegetable 7,538 12,528 13 Jute 40,839 72,157 14 Turmaric 46 261 15 Garlic 1,402 2,571 Table: Agricultural Production of Shariatpur Source: Shariatpur Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka. URL:http://www.bbs.gov.bd/RptZillaProfile.aspx Location Quotient Values of Jute Production According to Districts Location Quotient(Production) Location Quotient(Production Rate) District LQ Value District LQ Value Bandarban 0.000 Bogra 0.010 Barguna 0.000 Barisal 0.037 Bogra 0.000 Meherpur 0.183 Khagrachari 0.000 Khagrachari 0.307 Patuakhali 0.000 Jhenaidah 0.441 Sylhet 0.000 Lalmonirhat 0.571 Kishoreganj 0.009 Chandpur 1.314 Sunamganj 0.060 Faridpur 1.459 Jhenaidah 0.079 Barguna 1.482 Pirojpur 0.093 Gopalganj 1.510 Khulna 0.185 Shariatpur 1.519 Rangamati 0.189 Sylhet 1.714 Brahmanbaria 0.201 Dinajpur 2.108 Narsingdi 0.216 Bagerhat 2.357 Narayanganj 0.230 Jessore 2.929 Bagerhat 0.232 Pabna 3.697 Bhola 0.305 Kushtia 5.242 Jhalokati 0.333 Khulna 6.060 Mymensingh 0.413 Bhola 8.454 Dhaka 0.673 Brahmanbaria 9.487 Comilla 1.326 Tangail 10.684 16 | P a g e
  • 17. PLAN 434 Regional Planning Studio Habiganj 1.637 Comilla 13.270 Location Quotient(Production) Location Quotient(Production Rate) District LQ Value District LQ Value Netrokona 1.654 Jamalpur 14.062 Manikgonj 1.857 Pirojpur 14.794 Munshiganj 2.035 Thakurgaon 15.417 Faridpur 4.733 Bandarban 16.169 Gazipur 5.182 Natore 16.325 Dinajpur 7.363 Dhaka 17.851 Joypurhat 7.872 Patuakhali 18.144 Sirajganj 8.222 Kishoreganj 18.900 Chuadanga 9.470 Narsingdi 18.968 Gaibandha 14.734 Manikgonj 23.662 Kushtia 15.917 Sirajganj 24.260 Narail 19.297 Satkhira 24.947 Chandpur 20.832 Munshiganj 25.627 Barisal 20.872 Chuadanga 27.992 Jamalpur 31.937 Gazipur 28.378 Sherpur 32.725 Habiganj 28.679 Nilphamari 32.973 Mymensingh 29.038 Tangail 37.923 Jhalokati 33.273 Satkhira 38.583 Rangamati 35.139 Jessore 39.748 Cox's Bazar 41.111 Gopalganj 39.945 Chittagong 44.194 Pabna 42.269 Feni 60.402 Thakurgaon 42.568 Noakhali 176.779 Rangpur 45.787 Lakshmipur 193.966 Natore 50.138 Narayanganj 582.183 Kurigram 68.216 Gaibandha Lalmonirhat 84.167 Joypurhat Rajbari 152.625 Kurigram Magura 166.520 Madaripur Meherpur 172.722 Magura Madaripur 264.591 Maulvibazar Shariatpur 313.678 Naogaon Chittagong Narail Cox's Bazar Nawabganj Feni Netrokona Lakshmipur Nilphamari Maulvibazar Panchagarh Naogaon Rajbari Nawabganj Rajshahi Noakhali Rangpur Panchagarh Sherpur Rajshahi Sunamganj 17 | P a g e
  • 18. PLAN 434 Regional Planning Studio Appendix (d1) Figure: LQ (Production) Map of Jute Production According to Districts. 18 | P a g e
  • 19. PLAN 434 Regional Planning Studio Appendix (d2) Figure: LQ (Production Rate) Map of Jute Production According to Districts. 19 | P a g e
  • 20. PLAN 434 Regional Planning Studio Appendix (e1) Figure: Location of the Jute Mills in Bangladesh. 20 | P a g e
  • 21. PLAN 434 Regional Planning Studio Appendix (e2) Figure: LQ (Production) Map with Jute Mills Location 21 | P a g e
  • 22. PLAN 434 Regional Planning Studio Appendix (e3) Figure: LQ (Production Rate) Map with Jute Mills Location 22 | P a g e
  • 23. PLAN 434 Regional Planning Studio Appendix (f) Criteria Rice Jute Yield per hectare 2 tons 1.2 -1.5 tons Labor 145 man/day/ton 215 man/day/ton Per Quintal Selling Price 1100 tk. 1200 tk. Table: Comparison between Rice and Jute in terms of production factors and rate of return. Source: Common Fund for Commodities (2005).Technical Paper No. 44: A Road Map for Jute; International Jute Study Group, Dhaka, Bangladesh. Figure: Retting of Jute by Efficient Use of Water Figure: Fiber Extractor. Source: Central Research Institute for Jute & Allied Fibers, Indian Council of Agricultural Research, Kolkata, India. URL: http://www.crijaf.org.in/side_menu/engineering.html#3 23 | P a g e
  • 24. PLAN 434 Regional Planning Studio Appendix (g) Figure: Proposed Jute Research Institute in Shariatpur Source: Bangladesh Jute Research Institute, Dhaka. URL: http://www.bjri.gov.bd/DIFFERENT%20RESEARCH%20STATION.HTM 24 | P a g e
  • 25. PLAN 434 Regional Planning Studio Appendix (h) Figure: Map of Rajbari District Source: Banglapedia; Rajbari District URL: http://www.banglapedia.org/httpdocs/HT/R_0066.HTM SI No Name of Items Area (acre) Production (M.Ton) 1 Wheat 35,450 22,163 2 Tobaco 1,850 43,333 3 Fish catch 6,008 7,004 4 Onion 25,717 73,119 5 Rich 146,251 190,596 6 Eggs 0 4,304 7 Milk 0 231 8 Pulse 18,871 10,637 9 Sugar Cane 12,384 175,254 10 Sweet Meat 120 42,684 11 Vegetable 8,762 25,850 12 Jute 37,630 64,210 13 Turmaric 581 1,071 14 Garlic 5,476 6,242 Table: Agricultural Production of Rajbari Source: Rajbari Zilla Profile (Agricultural), 2007, Bangladesh Bureau of Statistics, Dhaka. URL: http://www.bbs.gov.bd/RptZillaProfile.aspx 25 | P a g e
  • 26. PLAN 434 Regional Planning Studio Appendix (h-1) Location Quotient Values of Sweetmeat Production According to Districts Location Quotient(Production) Location Quotient(Production Rate) District Jute District Jute Bogra 0.000 Pirojpur 0.005 Kishoreganj 0.010 Kishoreganj 0.010 Jhenaidah 0.020 Kushtia 0.952 Brahmanbaria 0.091 Khulna 1.056 Mymensingh 0.140 Narsingdi 1.428 Nilphamari 0.181 Sylhet 1.544 Joypurhat 0.198 Barisal 2.046 Chuadanga 0.223 Lalmonirhat 2.173 Narayanganj 0.233 Manikgonj 2.438 Pirojpur 0.342 Natore 2.511 Narsingdi 0.488 Faridpur 2.939 Kurigram 0.555 Kurigram 5.068 Khulna 0.572 Sunamganj 5.077 Munshiganj 0.607 Jessore 6.217 Sylhet 1.069 Magura 6.226 Sunamganj 1.090 Sirajganj 10.147 Shatkhira 1.116 Brahmanbaria 13.713 Faridpur 1.224 Bagerhat 20.554 Jessore 1.311 Pabna 21.805 Jhalokati 1.416 Dhaka 23.634 Sherpur 1.872 Rangpur 27.972 Bandarban 2.298 Barguna 33.058 Lalmonirhat 2.353 Patuakhali 33.799 Kushtia 2.637 Bandarban 40.964 Manikgonj 2.682 Comilla 48.419 Dhaka 3.547 Chandpur 72.739 Jamalpur 3.844 Gazipur 114.345 Barisal 4.361 Tangail 143.772 Thakurgaon 4.387 Munshiganj 150.648 Magura 4.525 Rajbari 502.777 Netrokona 5.124 Khagrachari 2,888.696 Rangpur 5.484 Habiganj 4,041.137 Dinajpur 6.429 Bhola Comilla 6.494 Bogra Narail 6.759 Chittagong Gazipur 6.850 Chuadanga Natore 7.250 Cox's Bazar Bhola 8.957 Dinajpur Barguna 9.003 Feni Gaibandha 9.837 Gaibandha Khagrachari 11.042 Gopalganj 26 | P a g e
  • 27. PLAN 434 Regional Planning Studio Location Quotient(Production) Location Quotient(Production) District Jute District Jute Madaripur 12.986 Jamalpur Meherpur 13.522 Jhalokati Chandpur 14.076 Jhenaidah Rangamati 16.793 Joypurhat Habiganj 18.153 Lakshmipur Tangail 18.335 Madaripur Sirajganj 22.954 Maulvibazar Bagerhat 41.927 Meherpur Shariatpur 46.397 Mymensingh Patuakhali 84.316 Naogaon Gopalganj 175.230 Narail Pabna 209.691 Narayanganj Rajbari 318.676 Nawabganj Chittagong Netrokona Cox's Bazar Nilphamari Feni Noakhali Lakshmipur Panchagarh Maulvibazar Rajshahi Naogaon Rangamati Nawabganj Shariatpur Noakhali Shatkhira Panchagarh Sherpur Rajshahi Thakurgaon 27 | P a g e
  • 28. PLAN 434 Regional Planning Studio Appendix (i) 28 | P a g e
  • 29. PLAN 434 Regional Planning Studio Appendix (j) Figure: Preferable Zones for supply of Raw Materials for Sweetmeat Production in Rajbari. Figure: Infrastructure Policy Sweetmeat Production. 29 | P a g e