ANALYSIS OF MARKETING PRACTICES OF SUGAR INDUSTRY IN SINDH

An agro-based sugar industry of Sindh provides economy, employment, sugar and by-products to the farmers, landlords and public. And the state earns by charging taxes on the factory made items. The aim of this research study is to evaluate the marketing practices, and farmers’ grievances made by the landlords, mill management and traders respectively. While sugar marketing is the decision making result of the sugar industry in Sind. At the time of creation of the Pakistan, two sugar mills were already functional in Punjab and NWFP (now Khyber Pakhtunkhawa) provinces. Where as in Sindh, raw sugar, mithai and gur (extract from sugarcane juice) were manufactured by local simple machines called”Chechro and Pan”. Resulting in, sugar was marketed from Punjab and KPK provinces till the first installation and operation of two sugar mills in Sindh in 1952. Due to unscheduled development of population, the marketing of sugar became serious notice of government till now. The population of the study is 34 sugar mills, while a sample of 14 sugar mills located in the mostly districts of Sindh is taken for testing hypothesis.