BRANDED PRODUCTS IN DEVELOPING COUNTRIES: INSIGHTS FROM BIHAR

Asian food markets are rapidly changing. Packed and branded products have begun filling the shelves of local stores leading IFPRI researchers to ask: How does branding affect farmers and consumers?

Branding and Agricultural Value Chains in Developing Countries: Insights from Bihar, a case study of the makhana market in the low-income state of Bihar, India, reveals that consumers prefer purchasing branded products, but false claims on packaging abound and farmers receive little direct benefit from branded products. This highlights a lack of consumer protection and quality control.

Policymakers can step in, according to the authors, to create independent certification mechanisms and spur backward linkages to farmers by assuring appropriate market conditions for investment.

Download the full report: Branding and Agricultural Value Chains in Developing Countries: Insights from Bihar (India).