EMPOWERING SOCIETY THROUGH PROMOTIONAL EFFORTS FOR EXPORT ORIENTED FOOD PROCESSING UNITS (A CASE STUDY OF EXPORT CONCLAVE AT RADDISON BLUE HOTEL, NARWAL, JAMMU)

Abstract

Food Processing Industry is globally known Sector. This sector, in Jammu and Kashmir is also known for its Horticultural background. There are various fruits like Apples, Walnuts, Pear, plums etc. These fruits can be processed into various products like, Jams, Jellies, Murrabas, chutnies, candies etc. The speech was given at Raddisson Blue Hotel by Sh. Atal Dulloo, the Hon’ble Commissioner of Horticulture, J&K about the new Holistic Agricultural Development Programme and New Export Policy 2023 in which the Government has initiated various schemes for the development of processed products companies in J&K also. The study tries to find out the level of exports from J&K to other cities, countries by the medium of interaction with the exporters and the small unit holders, SHGs from different villages of Jammu, FPOs from Jammu and outside participated in this conclave. The total number of exporters/ Unit holders present there are 44. Out of which 22 respondents are taken purposively for this study. The collected data is analysed with the help of %ages, regression equations and other statistical techniques. The study shows positive impact of promotional efforts by the Government in empowering society by establishment of more and more micro small-scale enterprises, SHGs. Again, the finding shows above average satisfaction level by different unit holders participate there regarding different marketing mix statement regarding 5 P’s Viz. Product, Price, people, promotion, and place. Finally, the study suggests strategies for efforts adopted by Government to overcome some difficulties in the present scenario.