2. University of Agricultural Sciences, GKVK
Bangalore.
Department of AgriculturalMarketing
Cooperation and Business Management
1st - Seminar
Overview of honey marketing in India
By,
Puneeth, J.,
Sr. MBA(ABM)
2
4. INTRODUCTION
It is defined as a sweet liquid prepared by honey bees from
nectars of plants.
The per capita consumption of honey in India is just 8 grams, whereas
in Germany it is 1800 grams. About sixteen lakh people are directly or
indirectly engaged in the bee keeping and allied activities.
India has been known as ‘land of honey.’ Since centuries,
honey is used to treat a variety of ailments through a wide
range of applications.
Honey is a natural product that has no substitute.
4
5. Cont.….
Quality honey reportedly comes mainly from the
states of Jammu and Kashmir and Himachal Pradesh
Major honey producing states in the country include Punjab,
Tamil nadu, Bihar and West Bengal.
5
6. HONEY MARKETING
The Directorate of beekeeping has taken up marketing of
honey as departmental activity since 1970’s to help the
beekeepers and Co-operatives in disposing stock of honey.
There are departmental marketing depots at Ernakulum, Pune
and Delhi to take care the marketing aspect of south, central
and north India respectively.
There is a chain of marketing sales out lets throughout the
country owned by KVIC departmental such as Major Bhavans
and institutions/ Co-operatives.
6
7. HONEY COLLECTION CENTRES
• These are centres where beekeepers can bring their products
and be certain of a market.
• Centres function as a means of collecting honey and beeswax from
beekeepers and then arranging its onward sale, either locally, within
the nation, or for export.
• The centres sometimes help beekeepers by providing them with
lidded plastic containers for honey and beeswax collection (that
remain the property of the centre). Depending on the area covered,
the centre may need to organise the collection of buckets from
specified collection sites throughout the area
7
8. Cont.….
• Centres had secure storage space for honey and beeswax,
buckets, weighing scales, honey refract meters, simple
processing equipment.
• Difficulties can arise for honey buying centres may be
periods when little honey and wax are available, or when
other buyers begin offering better prices to beekeepers.
8
9. MARKETING CONSTRAINTS
Lack of access to suitable containers for storing,
transporting and marketing honey.
Poor diversity of retail packaging materials.
Lack of roads
Lack of transport.
Lack of communication possibilities
9
10. Cont..
Lack of bargaining power.
Lack of organizational support.
Lack of training and technical advice, or poor quality
training.
Poor market access.
Lack of remunerative price.
10
11. PACKAGING
Beekeepers sell their honey in villages and town markets in
whatever containers are available.
In poor places, this may be in drink bottles.
Glass is often used as a container for selling honey but
glass jars are heavy, breakable and cannot be stacked
together when empty.
Honey is most commonly packed in glass jars of 450 or
500 grams, or of one-pound weight, and different nations
have their own norms for honey marketing.
11
12. Cont..
In central and eastern Europe honey is sold in one
kilogram jars, and in the Caribbean, recycled rum bottles
are the accepted norm for honey marketing.
Small amounts are often sold in foil or plastic containers
of about 25 grams, principally for the catering trade.
12
13. LABELLING
Contents: Honey.
Source of the honey for example:
sunflower, mixed blossom, forest honey.
The country and district where it was
produced.
Name and address of the beekeeper.
The weight of honey in the container.
The date of packing (or the beekeeper’s
own code).
13
14. 1) Honey authenticity :
HONEY TRADE REQUIREMENTS
It is 100 per cent real honey and has not been contaminated with
sugar syrup.
Geographical and botanical origin.
In addition, honey may have other categories assigned to it, such as
organic, fairly traded, unfiltered, raw, etc.
14
15. 2) Honey adulteration
Honey is a target for adulteration, with acid-
inverted sugar syrups, corn syrups, and syrups
of natural origin (such as maple, cane sugar,
beet sugar, molasses, etc.) added to honey.
Informed consumers are able to taste the
difference between these and real honeys, but
laboratory tests are needed to prove the
difference.
15
16. TRANSPORTING HONEY IN LARGER
VOLUMES
Honey in larger volumes is often carried in plastic
jerry cans or 20 litre tins
The best options for processing and transporting honey
are stackable, plastic buckets with tight fitting lids.
Using these buckets, beekeepers can sort honey into first and
second quality at time of harvest, and they can be used for the
sieving and filtration steps of processing.
16
17. ROADSIDE MARKETING
Selling honey at a roadside
stall or market can bring the
advantages of long opening
hours and plenty of passing
trade, without the overhead
costs of a shop.
Roadsides are dusty places,
and the containers and lids
usually benefit from a quick
polish every day.
17
18. TIPS FOR HONEY MARKETING
A bold, bright sign is essential.
Honey for sale must always be of top quality and
pure.
Honey containers must be perfectly clean.
Local purchasers can become regular customers if they
know and trust the brand of honey they are buying.
18
19. Cont.…
Improve sales by offering different
sizes and styles of packaging.
Pay attention to the display.
Link honey with other products.
19
20. STANDARD OF CONTRACT IN THE
TRADE OF HONEY
The contract
parties: the
seller, the buyer,
the broker
and/or
buying/selling
agent. All names
and addresses
must be correct.
The product,
price and quality
of the product
are sufficiently
specified, so that
no
misunderstandin
gs can arise.
The quantities
must be stated.
If the buyer and
the seller agree
to more or less
than the agreed
quantity, this is
to be specifically
mentioned.
The delivery
terms are
mentioned
according to the
description of
the Inco terms
1990 (available
at the
International
Chamber of
Commerce).
20
21. Cont.…
The payment
terms are to
be given in
detail.
The delivery
time is a vital
piece of
information
on which the
seller and the
buyer will
have to
agree.
Packaging
details,
including
measurement
s and
weights.
If one of the
parties has
negotiated
special
conditions,
this is to be
mentioned in
the contract.
21
22. ISSUES FACED BY TRADERS
Lack of access to products of sufficient
quantity.
No linkages between producers and buyers.
Lack of access to, or non-availability of
credit.
Poor diversity of retail packaging materials.
Different buyers having differing quality
requirements
22
23. CERTIFICATION
• Market requires imported honey to be certified that it is
free from chemical, antibiotic and other residues.
• These are the most stringent criteria that are constantly
updated as new contaminants are discovered in honey on
the world market.
• While this makes the EU the hardest market for potential
exporters to access, it also makes it a worthwhile market
for producer groups with high quality product.
23
24. HONEY COLLECTION BY LAMPS DURING
2013-14 IN KARNATAKA
LAMP SOCIETY PRODUCTION (TONNES)
HUNSURE 1
H.D. Kote 1
GUNDLPET 2
B.R.HILLS 5
CH.NAGAR -
PUTTUR -
SULIYA -
BASAVANAHALLI -
TITHIMATHI -
KOPPA 10
BHAGAMANDALA 3
24
Source : NAEB report on LAMPS 2014
25. STATEWISE HONEY PRODUCTION IN INDIA
2005-2006
State Total production (Tonnes)
Andhara pradesh 317.54
Assam 413.58
Bihar 2535.5
Haryana 108.74
Himachal pradesh 233.52
J&K 810.36
Karnataka 178.62
Kerala 519.75
Madhya pradesh 30.4
Maharashtra 140.44
Manipur 163.9
Meghalaya 177.06
Nagaland 36.9
Orissa 596.1
Punjab 2286.36
Tamil nadu 1234.46
U.P 320.54
West bengal 1247.78
others 73.92
Source :KVIC 2005-2006, PAU, 1996, Wakhle 1998
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32. CONCLUSION
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By giving correct training to the beekeepers we can
increase the production of honey in the future years.
Most of the production of honey is from forest area
hence by providing sufficient price to the tribal people
we can increase production of honey.
By providing correct packaging material to honey and
also by correct labeling to the honey which are
available in the LAMPS we can attract the more
customer.
33. REFERENCES
SNEHLATA NATH, Keystone Foundation, Honey
Collection and Marketing in India.
FAO report on honey collection and international trade.
RAJENDRA KUMAR TIWARI, Indian horticulture
database-2013.
http://nhb.gov.in/area-pro/database-2011.pdf
worldtradedaily.files.wordpress.com
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