ISBN: - 978-93-88936-09-5 off the tropical forests is substantial since the major tropical timber exporters are the main rubber producing countries. 5.2 (N) Marketing Channel Marketing channels are the alternative routes through which the products passes from the initial producer to the ultimate consumer. Therefore the marketing channel of natural rubber deals with all the intermediaries of middleman who involved in marketing of natural rubber from the initial producer to the ultimate consumer. The rubber sheet produced by the cultivators are sold either directly to the manufactures of rubber products who are the ultimate consumers or through local merchants, whole sales and growers co-operative marketing society. 5.2 (O) Branding Branding is a modern management technique to improve the domestic as well as international acceptability of a commodity. In the case of NR, it is an assurance of quality and a promise by the exporter, with the endorsement of the Board. The brand will fetch a premium price for the rubber exported which, in turn, will definitely benefit the one million primary producers of India. The brand is promoted with a view to differentiating the Indian NR on its consistent quality parameters in line with the international standards. Good brands are built on good reputation. Good reputation is built on good publicity. Production, Import, Export and Consumption of Natural Rubber: The country is saving over 2000 crores annually in foreign exchange through production of about six lakh tones of natural rubber, strategic raw material needed for industrial progress. Today India has realized the strategic importance of natural rubber as a potential foreign exchange earner. The relationship between prices of NR and its production, consumption, exports and imports to identify the nature of competition and structure of NR market in India. There is significant relationship between NR price and consumption and imports due to the influence of a few buyers on prices through their purchase and imports in an oligopolistic market. The following table shows the production, import, export and consumption of natural rubber from 2000-01 to 2013-14. Table 5.2 Production, Import, Export and Consumption of Natural Rubber In tonnes Year 2001-02 2002-03 2003-04 2004-05 Production 631400 649435 711650 749665 Import 049769 026217 044199 072835 134 Export Consumption 6995 55311 75905 46150 638210 695425 719600 755405
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