Though Nepal is the third largest ginger producer in the world with high export potential in the international spice market, ginger exports is only limited to India with little or no value addition. There is a general lack of market information on quality parameters of ginger grown across Nepal. This has been identified as a major constraint for marketing Nepali ginger to wider export markets comprising of industrial buyers in the food, pharmaceutical and cosmetic business.
Ginger is one of the sectors in which Samarth-NMDP is focusing its efforts for strategic development to have a positive and sustainable impact on poor farmers and rural entrepreneurs in Nepal. Realizing the importance of ginger export industry as one of the pillars of the strategy to develop the sector, Samarth embarked on a study to assess opportunities of Nepalese ginger and its derivative products in the international market, namely Japan, Dubai and the Netherlands.
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Samarth-NMDP has been working in the ginger sector since its inception in late 2012. It has identified this sector as having potential to contribute to the overall programme objective of poverty reduction. This research was conducted to understand the viability of differentiated ginger in the Indian market and the potential of economic trickledown effect to smallholder farmers.
Put yourself in the position of an advertiser or communicator working in Nepal. You have a fixed budget and you need to reach as many of Nepal’s 31 million people as possible – of which over 80% live outside the main cities. How can you maximise your reach in the most cost effective way?