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G.K. Nair

IDBI will handle the financial transactions of the e-marketing .

Kochi , Oct. 6

THE Spices Board will launch direct electronic-marketing of pepper, cardamom and vanilla before Diwali under the brand name "Flavourit".

Besides finalising the brand, the Board has already decided on the packages such as pouches and food grade plastic tubes for selling cured vanilla beans. IDBI Bank has been selected as the financial institution to conduct the transactions, Mr S. Kannan, Director, Marketing, Spices Board, told Business Line.

Advertising campaign and distribution network only remain to be finalised and it would be completed soon.

The Board would meet initial expenses on promotional activities and designing of the packs, he said.

He said State Trading Corporation Ltd (STCL) would do the buying and selling of these products. The Board would decide and assure the quality of the products to the buyers besides ensuring prompt delivery.

STCL would sell these spices at mutually agreed prices, he said. The corporation would charge processing, packaging and transportation charges, while a premium will be realised separately and it would be used exclusively for promotional activities, he said.

The idea of launching this campaign is to popularise the products in the domestic and international markets and to ensure better price to the growers for their good quality cardamom, pepper and vanilla, he said. Based on the feedback of this, more spices would be added.

The concept is gaining momentum in the international market. Indonesia, China and Sri Lanka are also planning to market their products through e-marketing, he added.

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