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Moringa Value Chain: Mapping the Linkage between Actors, Processes and
Activities in the District of Tiruppur

Article in Journal of Applied Life Sciences International · August 2020

DOI: 10.9734/jalsi/2020/v23i730176

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 Journal of Applied Life Sciences International

23(7): 53-60, 2020; Article no.JALSI.60163

ISSN: 2394-1103

Moringa Value Chain: Mapping the Linkage

between Actors, Processes and Activities in the
District of
Tiruppur
S. Kavithambika1*, V. M. Indumathi1 and K. Mahendran1
1
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University,
Coimbatore - 641003, Tamil Nadu, India.

Authors’ contributions

This work was done in collaboration with all the three authors. Author SK designed the
study, performed the analysis and wrote the first draft of the manuscript. Authors VMI and KM
supervised the study and analyzed the data. All the authors managed the literature search and writing
the final manuscript. All the authors read and approved the final manuscript.

Article Information

DOI: 10.9734/JALSI/2020/v23i730176
Editor(s):
(1) Dr. Muhammad Kasib Khan, University of Agriculture, Pakistan.
Reviewers:
(1) P. Indira Devi, Kerala Agricultural University, India.
(2) Chinedum Onyemechi, Federal University of Technology Owerri, Nigeria.
Complete Peer review History: http://www.sdiarticle4.com/review-history/60163

Received 06 June 2020

Accepted 12 August 2020
Original Research Published 22 August 2020

ABSTRACT

Understanding relationships and linkages in a commodity value chain is a crucial step in Value Chain
*Corresponding author: E-mail: [email protected];
Analysis. The objective of this study was to identify and map the stakeholders of Moringa Value Chain in
Tiruppur district of Tamil Nadu. Structured interview schedules were used to collect primary data from the
actors along the chain. The study identified conventional and peculiar actors such as Input suppliers,
Producers, Market intermediaries such as the Wholesalers, Processors, Retailers; and finally the end
Consumers. The results revealed that there were six major channels that operated in the study area and
Moringa was traded mostly in unprocessed form. Moringa value chain was mapped in different dimensions
to dope out the actors involved in the chain, the core processes that took place along the chain, activities
undertaken by each actor, tracing the product flow from the farm to fork, knowledge on quality
requirements of the produce and the geographical flow of the produce. The study recommended that
structuring an efficient value chain will be a possible solution; something which can only be possible
through the joint efforts of smallholders, associations, larger companies and public institutions. Also,
intervention in the area of linking actors in the value chain to prospective markets will also benefit them.
 Kavithambika et al.; JALSI, 23(7): 53-60, 2020; Article

Keywords: Actors; Moringa; value addition; value chain; value chain mapping.

1. INTRODUCTION The main objective of this study was to identify and

map the stakeholders of Moringa value chain in the
Moringa oleifera, known popularly as the Miracle district of Tiruppur, Tamil Nadu. It is important to
tree, is a tropical plant grown for its nutritious leafy know the actors involved in the chain, core processes,
greens, flower buds, and mineral-rich green fruit activities that each actor undertake, product flow from
pods, having its origin from North West India. In farm to fork, actor’s knowledge on quality
India, both area and production of Moringa is highest requirements of the produce and geographical flow of
in the states of Andhra Pradesh, followed by the produce. This study identifies the existing linkage
Karnataka and Tamil Nadu. In Tamil Nadu, Moringa between the actors across the chain, and by doing so;
is extensively cultivated in Tiruppur, Dindugal, it helps to identify areas that needs focus to strengthen
Karur, Thoothukudi and Theni districts where the soil the chain, to make it more efficient.
and climate are in favour of the crop. The growth of
value added products in Moringa recently, 2. MATERIALS AND METHODS
necessitates that its value chain should be studied for
further developments in the industry. 2.1 Selection of Study Area

Value chain can be defined as the full range of India is one of the largest producers of Moringa with
activities and participants involved in moving an annual production of 1.10 to 1.30 million tonnes of
agricultural products from input suppliers to farmers’ pods from an area of 380 km². Tamil Nadu is a
fields, and ultimately, to the consumers [1]. Value pioneer state having varied genotypes of Moringa
chain approach presents a good picture of the process from diversified geographical areas and introductions
of creating value. Value chain analysis helps in from Sri Lanka. In Tamil Nadu, Tiruppur district had
understanding the connection among actors in the a total area of 1191.73 hectares under Moringa
chain and the way trade takes place. The first step in cultivation and hence the district was chosen for the
value chain analysis is mapping the core processes study. There were nine taluks under Tiruppur district,
and activities in the chain [2]. Value chain mapping is of which Dharapuram taluk ranked first in both area
the process of developing a visual depiction of the and production of Moringa. Mulanur block under
basic structure of the value chain. Value chain map Dharapuram taluk was purposively selected as it had
will illustrate the product flows from farm to fork and the highest area (956.3 hectares) and production of
also present the way in which the industry functions. Moringa. Four villages namely Kumarapalayam,
Value chain referred to the relationship established Kilangundal, Mulanur and Mulyampoondi, under
between actors involved directly and indirectly in a Mulanur block were selected for the study based on
productive activity with the aim of adding value in Moringa area and production statistics.
each stage of the value chain [3]. It involves alliances
among producers, processors, distributors, traders,
2.2 Selection of Sample
regulatory and support institutions. This approach Since the study probes into the Value chain of
established a joint vision; to identify mutual needs, to Moringa, it was vital to study each and every actor
work jointly in the achievement of goals, to share the along the chain. Total sample size for the study was
associated risks and benefits and to invest time, 110, of which 40 were Moringa farmers, 35 market
energy, and resources in meeting these goals. Value intermediaries (10 Local traders / Commission agents,
chain is made-up of a series of actors from input 10 Wholesalers, 5 Processors and 10 Retailers) and 35
suppliers, producers and processors, to exporters and consumers. Non-probability sampling was the
buyers; engaged in the activities required to bring a technique used to select the sample respondents. From
product from its conception to its end use [4]. It is the selected four villages, 10 farmers from each
also viewed that in addition to the movement of a village were selected for the study. The intermediaries
product from one stage to another, value chain involved in value chain of Moringa namely local
analysis also includes identification of the actors, traders (or) commission agents, wholesalers,
firms and their services and analysis of the processors and retailers were also contacted for the
institutional support [5]. study. Sample intermediaries were drawn from the
value chain, tracing from

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 Kavithambika et al.; JALSI, 23(7): 53-60, 2020; Article

the origin (i.e.) the farmers. Consumers are a key

Similarly, a study carried out to appraise tomato value
figure in the value chain as their needs, values,
chain revealed that though tomatoes were produced in
opinions and decisions affect the whole chain. Hence,
large quantities, a lot of it was lost due to lack of
consumers were randomly selected and contacted for
processing and inadequate storage facilities [8].
the study.
Another study revealed that the value of Moringa
oleifera increased as it moved from the point of
2.3 Data Collection
harvest to the final consumer and the value added by
activities along the chain varied [9]. Thus, mapping
Primary data were collected from the sample
the value chain will give a better understanding of
respondents using detailed structured
connections between actors and processes;
questionnaires. Secondary data related to the study
demonstrate interdependency between actors and
area such as total population, land utilization pattern,
processes; and create awareness of stakeholders to
cropping pattern, agro climatic condition, rainfall and
look beyond their own involvement in the value chain
irrigation sources were collected from the records
[10].
available in the Department of Economics and
Statistics at Tiruppur, from the Government
3. RESULTS AND DISCUSSION
Departments of Agriculture and Horticulture at
Tiruppur district and also from official websites of the
This section presents the results of the study, in
district.
various forms including percentages, statements,
tables and figures. The results are based on the
2.4 Value Chain Mapping
objectives of the study.
Mapping value chain eases a clear understanding of
the series of activities with main actors and
3.1 General Characteristics of Sampled
relationships involved. Models, figures and diagrams Respondents
were used to understand the value chain. Different
Age influenced decision making. The respondents
dimensions like the core processes, main actors
were classified into four categories and the results
involved, specific activities undertaken by each actor,
revealed that majority (62.50 per cent) of the sample
product flow, knowledge and also the geographical
farmers were above 50 years of age, 51.43 per cent of
flow of the product were mapped to provide an
the sample market intermediaries were middle aged
overview of the Moringa value chain.
(31- 40 years) and 34.29 per cent of the sample
Value chain analysis is an examination of value chain respondents were below 30 years of age.
activities in order to undertake them more efficiently,
effectively and economically [6]. It is used as a tool to Education facilitated better understanding of
establish a joint vision and identify needs of the technologies, aided in adoption of new farming
existing supply and market barriers, in order to practices and also influenced decision making. The
develop intervention strategies [3]. Value chain results revealed that, 50 per cent of the sample
analysis disaggregates the international structure of farmers had higher secondary level of education,
production, trade and consumption of commodities, followed by 22.50 per cent with primary education
and allows for identification of actors and and 15 per cent were illiterates and only 5 per cent
geographical division [7]. Mapping the actors were graduates. In case of intermediaries, 31.43 per
involved in the sweet potato value chain helped in cent had secondary education, 28.57 per cent had a
identifying marketing channels that existed in the diploma and
study area. It was found that majority of the producers 17.14 per cent had primary education. The study area
set prices after hearing from their fellow farmers and had only a lower proportion of the sample
most of the sampled producers sold their produce intermediaries who were illiterates and graduates.
directly to the market. The results showed a About 31.43 per cent of the sample consumers had
possibility of producing other value added products, secondary education, followed by 20 per cent who
as only two products were currently being processed. had a diploma and 17.14 per cent were graduates.
It was also pointed out that this sector in general faced
a number of structural and technological problems,
3.2 Channels
which needed immediate attention to revamp
There were six major channels that operated in the
agricultural sector development [2].
study area. Moringa farmers purchased

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 Kavithambika et al.; JALSI, 23(7): 53-60, 2020; Article

seeds from input suppliers. After the harvest, the

stage was distinguished and mapped in Fig. 1. Input
produce was sold by the farmers to the local traders,
provision was the major process without which the
wholesalers, processors or retailers. Local traders and
chain was incomplete, followed by production where
wholesalers did not involve much in value addition.
the inputs (seeds) were converted into produce
They graded the pods based on color, length and
(Moringa pods) along with other parallel sets of
variety; and packed fresh produce with palm leaves in
inputs (irrigation, fertilizers, and plant protection
order to maintain the moisture content of pods.
chemicals). After maturity, the produce was harvested
Processors added value to the produce through
and it was either collected by the local traders or
processing. There were two value added products
wholesalers. Processing was the next major phase in
being processed i.e. Moringa leaf powder (capsules,
the chain, where the produce was being value added
tablets and tea) and Moringa seed oil.
and converted into other forms (Leaf powder and
Seed oil) for consumption. About 60 per cent of the
Channel 1: Input suppliers - Farmers - Local traders -
produce was exported as it was less frequently
Wholesalers - Processors - Retailers -
consumed and the remaining was for domestic
Consumers.
consumption.
Channel 2: Input suppliers - Farmers - Local traders -
Other states
3.3.2 Actors
Channel 3: Input suppliers - Farmers - Wholesalers -
Retailers - Consumers
Input suppliers were those who supplied seeds or
Channel 4: Input suppliers - Farmers - Wholesalers -
cuttings to the farmers for further production, farmers
Other states
were involved in cultivation and production of
Channel 5: Input suppliers - Farmers - Processors -
Moringa pods and leaves. Local traders or
Retailers - Consumers
commission agents procured produce from the
Channel 6: Input suppliers - Farmers - Retailers -
farmers; wholesalers dealt with bulk produce and
Consumers
distributed it further to the other intermediaries in the
chain. Processors were involved in the conversion of
3.3 Value Chain Mapping
raw farm produce to other forms such as leaf powder,
seed oil and other value added products. Retailers
3.3.1 Core processes
purchased the produce in minimal quantities and
stored them to purvey domestic needs. Consumers
The core processes that the produce went through
before it reached the final consumption were the end users for whom the value was created
across the chain.

Table 1. Age and education of the sampled respondents

Particulars Number of farmers Number of intermediaries Number of consumers

(n=40) (n=35) (n=35)
Age
Below 30 2 (5.00) 2 (5.71) 12 (34.29)
31 - 40 2 (5.00) 18 (51.43) 11 (31.43)
41 - 50 11 (27.50) 9 (25.71) 09 (25.71)
Above 50 25 (62.50) 6 (17.14) 03 (8.57)
Education
Illiterate 6 (15.00) 4 (11.43) 4 (11.43)
Primary 9 (22.50) 6 (17.14) 7 (20.00)
Higher secondary 20 (50.00) 11 (31.43) 11 (31.43)
Graduate 5 (12.50) 14 (40.00) 13 (37.14)
*Figures in parentheses indicate percentage to total

Fig. 1. Mapping core processes along Moringa value chain

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 Kavithambika et al.; JALSI, 23(7): 53-60, 2020; Article

Fig. 2. Mapping the main actors involved in Moringa value chain

3.3.3 Specific activities undertaken by the

suppliers and agricultural universities; production was
actors in the chain
taken up by the Moringa farmers; collection by the
local traders and wholesalers, which involved
The core processes mapped (as in Fig. 1) were further
procuring the produce from different Moringa
broken down into specific activities that were
growing regions in the district, grading them, storing
undertaken by the different actors, identified along
and marketing it further along the chain. Processors
the Moringa value chain. Input provision was taken
were involved in conversion of raw produce into
up by the private seed
value added products.

Fig. 3. Mapping specific activities undertaken by the actors in the

chain

Fig. 4. Mapping product flows in the Moringa value chain

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 Kavithambika et al.; JALSI, 23(7): 53-60, 2020; Article

3.3.4 Product flow

broken, it lost its weight before it reached the
wholesaler, which yielded loss to the local traders.
Mapping the product flow (Fig. 4) involved
Processors preferred only light green colored pods
identifying the products at each stage of the process
and leaves for processing. Also, freshness of the
as they were being transformed from inputs (Moringa
produce was important to them, to meet the quality
Seeds) to raw produce (Moringa pods and leaves), to
requirements during export. Retailers looked into the
intermediate products (leaf powder and dried seeds)
color, length, girth and the freshness of the pods to
and to final products for consumption (Moringa tea,
meet consumers’ preference.
Capsules, seed oil).
3.3.6 Geographical flow of the product
3.3.5 Knowledge of actors along the chain
The produce was collected from major Moringa
A crucial issue mentioned by the actors throughout
growing villages such as Kumarapalayam,
the value chain was inconsistent quality of Moringa.
Kilangundal, Mulanur and Mulyampoondi to nearby
Each actor had a different view on the quality
markets located at Vadugapatti, Mulanur and
requirements. Local traders did not procure pods that
Pudhupai and transported to Oddanchathiram
had a pinkish tinge and preferred only medium sized
vegetable market located in Dindugul district, from
and small sized pods, as the longer pods were to
where the produce was transported to other districts
broken, in order to pack them in jute sacks. Once the
and states.
pods were

Fig. 5. Mapping the geographical flow of the product

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 Kavithambika et al.; JALSI, 23(7): 53-60, 2020; Article

Table 2. Mapping knowledge on the quality requirements

Actors Knowledge on the quality requirements

Farmers  Color: Dark and Light green
 Length: Long, Medium and small
 Girth
Local traders & Wholesalers  Color: Dark and Light green
 Length: Medium and Small
 Girth
Processors  Color: Light green
 Length: Long, Medium and Small
 Freshness
Retailers  Color: Light and Dark green
 Length: Medium and Small
 Girth
 Freshness
Consumers  Color: Light green
 Length: Long, Medium and Small
 Girth
 Freshness
 Weight

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