Marketing information system and strategies for sustainable and competitive medicinal and aromatic plants trade

Realizing the sustainability and competitiveness in the trade of medicinal and aromatic plants (MAP) resources of north India is challenging due to lack of participation from the primary producers (growers and harvesters). This is credited to their unawareness of sustainable resources management practices caused by the lack of a marketing information system (MIS) in the trade. The introduction of a MIS can supplement sustainability in the sector, while improving competitiveness. Through a qualitative research approach, this study investigates the need for marketing information among the primary producers of medicinal and aromatic plants of Uttarakhand, and offers a comprehensive framework for a provincial MIS and strategies for the MAP trade. The proposed MIS would be helpful in linking the MAP trade with sustainability and competitiveness.