THE CHALLENGES IN RE-ORIENTING KERALA CARDAMOM FARMING EXPERTISE TO AUGMENT CARDAMOM MERCHANDISING POTENTIALS THROUGH GLOBAL MARKET RE-POSITIONING AND PATENT-BRANDING

The Challenges in Re-Orienting Kerala Cardamom Farming Expertise to Augment Cardamom Merchandising Potentials Through Global Market Re-Positioning and Patent-Branding Abstract: The aromatic Queen of Spices, Cardamom (Elleteria cardmomum ) has had historical significance as a priceless merchandise for which the once famous Spices Route to then Indian peninsula was discovered .The geographical , physiographic and climatic peculiarities of the South Deccan of the Western Ghats region of present South India are the major gifts of nature still providing us an upper hand in production of cardamom with superlative aromatic and medicinal properties. The fundamental aim of this study is to probe into facts and factors connected with the untapped scope of present system of cardamom agriculture conducted as traditionally or in a more planned way nowadays along with its unpredictable fluctuations in demand -supply equations and realised market price to be oriented and geared towards the export markets so that earnings per each farmer are substantially increased. This also brings up the immense scope and relevance of modern marketing imperatives of unique export market positioning, branding and more creative packing in smaller units branding as Indian Cardamom or even the famous Alleppy Green”. As marketing is succinctly defined as creation and delivering a new standard of living , there must necessarily be a series of concerted awareness creation campaigns in at least the top 10 cardamom importing nations like the affluent Western nations , Australian continental belt including the transit station of Singapore and those rich Middle East nations .There also exist the scope of re-interpreting and , in a way, redefining the market positioning of Cardamom different from the present status as an agricultural commodity, rather than as the Queen of Spices, based on its superior qualities of aroma and taste, particularly the flavour which is determined by the spice oil content and the hitherto unexploited nutritional properties and of mouth freshening, as vitamins supplement and curative values which had been proven over the centuries. Also it needs extensive help and advice from the Spices Board in promoting and protecting the interests of the Cardamom industry and the growers for Market Re-Positioning and Patent-Branding.