Exploration of marketing strategies through resource quantification and economic evaluation in Elaeocarpus serratus L., unlocking its potential

Abstract

Elaeocarpus serratus L. is an indigenous tree that yields edible fruits with high nutritional value, yet the cultivation, marketing in mainstreams and consumption have not intensified so far despite its potential. So, this work aims to realize the unexplored potential of E. serratus as an agroforestry resource by evaluating the economic as well as marketing status of the fruits. The methodology consists of assessing the resource distribution, fruit yield, constraints for domestication and economic viability of E. serratus. According to resource quantification data, cluster 1 had the highest average fruit yield (32.5 kg). The respondents' opinionated harvesting challenges, with a mean Likert score of 3.711, underscore that the majority of fruits were wasted. The processed, salt dipped fruits have the highest selling profit of 150 INR (USD 1.80) per kg. The selling of fruits through different market channels and the t-test analysis of profit of raw and processed fruits indicated a significant difference (P<0.001). The raw and processed fruits have a total marketing cost of 995 INR (12 USD) and 1030 INR (USD 12.44) (for 10 kg). However, the marketing efficiency and degree of market performance were observed to be poor. The lack of value-added products, scattered distributions, seasonal availability and priority for exotic fruits affect their demand. Further, the study emphasizes the need to address marketing challenges and explore the economic potential of E. serratus. This aligns with the broader goal of sustainable management and commercial feasibility of other underutilized fruits globally and the report is the first of our knowledge.