| dc.description.abstract | Fair trade is one of the important alternative sustainable production and trade
movements which has been able to sustain and spread across regions over time.
After making a large presence in developed country markets for the products of
developing world producers, more recently, it has begun marketing and selling its
products in emerging economies such as Brazil, South Africa, Kenya and India,
which were hitherto only producers, and sales are reported to be growing at
very high rates annually though from a small base. This strategy is meant to target
a segment of consumers with high disposable incomes in developing world.
However, these markets could turn out to be very different from the developed
country markets of fair trade in terms of market size and growth, consumer
attitudes and preferences, and regulatory environment. This paper attempts to
understand the evolution of fair trade, drivers of, supply of and demand for fair
trade products at the global level and examines how different or similar India
could be as a fair trade market. Inferences drawn from global experiences are
used to assess the potential of India as a fair trade market and suggest ways to
realize the potential. It examines how fair trade is placed in a market like India
and the actions that might be required to develop India as an alternative market
for Fairtrade-labelled products sourced from Indian producers. The overlap
between organic and fair trade is one of the major aspects of the Indian market
from supply side which is crucial to resolve to realize the fair trade market
potential besides promotion and distribution strategies. | en_US |
