Manashi Gogoi, Parsha Jyoti Bharadwaz and Danish Tamuly
Abstract
Kuji Thekera (Garcinia morella), is a minor fruit traditionally grown in Assam. This fruit is consumed in various forms, both raw and processed. Dried fruit slices hold significant value as a traditional remedy especially for addressing conditions like dysentery. Within the realm of ayurveda, these fruits are widely recognized for their many benefits, encompassing their efficacy in managing conditions such as gastritis, obesity and depression. They are further recognized for their antioxidant characteristics and ability to reduce inflammation. Considering its multifaceted benefits, the paper attempts to study the commercial potential of the fruit in Assam, particularly concerning the Lower Brahmaputra Valley Zone (LBVZ) of the state. The study reveals the production and wastage pattern, and supply chain network involved in the fruitâs distribution. Furthermore, it evaluates the marketing efficiency of different channels used for distributing these fruits. In addition, the paper focuses on marketing a Ready to Serve (RTS) drink derived from the fruit, produced by rural entrepreneurs within the study area. Through a holistic assessment of the fruitâs commercial viability, this study contributes to a deeper understanding of the economic potential of Garcinia morella in the Lower Brahmaputra Valley Zone and, by extension, in the broader context of Assam, India.