The Hindu Business Line : Spices Board to launch direct cardamom sales

THE Spices Board will be launching direct marketing of cardamom in consumer packs through State Trading Corporation from the next harvesting season beginning mid-Aug.

The Board has already appointed an advertising agency to design the packages and the logo etc, Mr C.J. Jose, Chairman, Spices Board, told Business Line.

"We would get the material and then pack it and deliver to the consumers through the STCL," he said.

Besides, the board would have tie-ups with major departmental stores in the country. It would also create the facilities needed for accepting payments through Internet. The Board would own the brand, he said.

Depending on the success of this project the Board would market organic cardamom and thereafter, all the other spices, both organic and un-organic under its brand, he said. The Board would do the promotional activities, which would increase demand for cardamom. It would be gradually developed into an international marketing network, he said.

This would not have negative impact on the auctioning and the current trading system, he said. On other hand, it would increase the demand for cardamom and other spices both in India and abroad paving the way for good business for all those involved in the trade, he said.

STCL would charge a commission for the services rendered. The profits would be pooled as a fund, which would be used for promoting this commodity through various activities, he said.