CHALLENGES BEFORE BETELVINE CULTIVATION

Agricultural marketing committees helped all farmers for the immediate sale of all agricultural products. In the same way it helped for the immediate sale of betelvine leaves. Agricultural produce marketing committee not only facilitated farmers for immediate sale of betel leaves but also encouraged farmers to grow more of betel leaves. Betelvine leaves were known as perishable and so required immediate sales. Cultivators did not know the knack of quick marketing and so they were dependent on commission agents. As soon as cultivators plucked the leaves, they sent the leaves to the market for sales. Cultivators packed them into an appropriate package, known as a dag. In the evening all the dags were collected by agents who carried all dags by their own or hired tempos or trucks to the determined markets. Price was recognized as an expression in terms of money. Generally, price covered cost of production plus profit to disclose the efficiency of production. Price was measured as an important element to collect revenue as the price was a charge on sales. Price was the primary element of marketing mix. Price induced the cultivation of betelvine for the favorable decision making. Cultivators selected the suitable marketing area which yielded sufficient surplus income. Cultivators preferred their options in the selection of intermediaries for the immediate sale of betel leaves. Cultivators dispatched the matured betel leaves for sale at highest prices to intermediaries to fulfill the basic aspiration. Price was determined on the basis of supply of leaves, quantity, maturity, color, size of leaves etc. In Sangli, there was no an organized market for the scientific sale of betel leaves. Intermediaries played a solid role to influence price that produced expected profit. Cultivators relied to tally on agents who were well converts and with the market tactics and cultivators were much busy with their routine work of cultivation. Betelvine leaves were sold on auction and on bargains by intermediaries. Better price was offered to better quality of betel leaves. During social and cultural celebration demand of betel leaves was increased and price automatically hiked. Mumbai, Kolhapur, Sangli, Chiplun, Fonda and many parts of Kokan region were the main market for the sale of Sangli betel leaves. Betelvine cultivators in Sangli district not only earned income but also claimed good reputation in the various markets. Cultivators collected dues after one week for their sale from Sangli, Kolhapur, Chiplun, and Fonda and after a month from Mumbai agents. Local commission agents also paid the dues to the concerned cultivators after one week.