ISBN: - 978-93-88936-09-5 CHAPTER - V MARKETING OF RUBBER IN KANYAKUMARI DISTRICT 5.1 INTRODUCTION The first step in the marketing of rubber is the collection of surplus goods in the case of a consumer or the whole production in the case of an industrial raw material from the individual growers. Rubber is first obtained in the form of latex. Usually it is made into sheets. The next function in the marketing of rubber is its transportation from production centre to consumption centre. Though Kanyakumari district accounts for more than 90 per cent of the rubber produced in Tamil Nadu, only less than 30 per cent is consumed in the district. The remaining quantity has to be transported to other States by ship, rail or road. Packing is another important marketing function. Rubber sheets are generally packed in rubber itself; for top quality rubber such as pale latex crepe and crepe, plywood cartons are also used; for solid block rubber polythene sheets are used. Rubber passes from the production center through different channels to the manufacturer. For the estate sector, there is no difficulty in selling the rubber when compared to the small holding sector. The estates are able to sell this rubber direct to the manufacturers. Before they dispatch their rubber, they sort, grade and pack them in standard bundles in the estates itself. The estate sector produces mostly top grade rubber and their produce is therefore in high demand. When the estates are follow a systematic way of processing and marketing. But the cases of small holdings are different. The small holders are marketed their rubber through dealers and co-operative societies. Often they do not hold any stock and storage facility. When they accumulate a week’s production, they take it to the nearest market and sell it off. Sometimes rubber is even sold to local traders who visit the holdings and collect rubber at periodical intervals. There are some dealers and merchants who advance loans given to small holders without charge interest. But the growers should market their rubber only through them. Marketing is a very wide subject involving various techniques, methods and procedures. A suitable marketing strategy is the key for successful marketing. To involve into marketing strategy, one should essentially possess update knowledge of this market. This will facilitate the building up of a picture of the market and would also provide guidelines for making a realistic sales forecast for future. For this purpose, details on the following aspects are the basic requirements; 1. Size of the market 2. Demand 3. Market structure 4. Buying habits 129
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