2024, Vol. 5, Issue 2, Part H
Market potential and entrepreneurial opportunities of underutilized fruits: A case of Karonda in rural trade networks
Author(s): Nirupama Mahato
Abstract: Underutilized fruit crops hold immense potential in addressing the challenges of rural livelihoods, nutritional security, and sustainable entrepreneurship in India. Among these, Karonda (Carissa carandas), a hardy, indigenous, and nutritionally rich fruit, remains largely neglected despite its wide adaptability and traditional usage in food and medicine. This paper explores the market potential and entrepreneurial opportunities associated with Karonda within rural trade networks, drawing upon horticultural production data, case studies, and government initiatives promoting agri-entrepreneurship. Using secondary data from the Horticulture Statistics Division of the Ministry of Agriculture and Farmers’ Welfare, ICAR research reports, and state-level horticultural missions, the analysis demonstrates that Karonda can emerge as a viable economic asset by integrating value addition, cooperative marketing, and supply chain innovations. The findings highlight how Karonda-based products such as pickles, squashes, jams, and nutraceutical formulations have growing domestic and export markets. Moreover, its hardy nature and low input requirements make it suitable for smallholders in semi-arid and resource-constrained rural economies. The discussion critically evaluates constraints such as lack of organized markets, poor awareness of processing techniques, and weak extension linkages. The paper concludes that integrating Karonda into rural trade networks through entrepreneurship models, farmer producer organizations (FPOs), and support from horticultural policies can enhance both income and employment opportunities in rural India.
Pages: 702-705 | Views: 559 | Downloads: 105
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How to cite this article:
Nirupama Mahato. Market potential and entrepreneurial opportunities of underutilized fruits: A case of Karonda in rural trade networks. Asian J Manage Commerce 2024;5(2):702-705.
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