Client Ambition

India, the largest global producer of Mint is home to three commercial varieties of the herb – Mentha Mint, Peppermint,and Spearmint. But beyond Mentha, the most popular variety there is limited knowledge in growing and distillation practices of other two species. Our client wanted to expand their knowledge in these two lesser known commercial varieties of Mint to take decisions on their responsible sourcing opportunities.

Our Solution

We commissioned an exploratory research which included a sourcing value chain assessment, insights generation on farm practices, detailed economic analysis of Spearmint and Peppermint growing and distillation, and a deep dive into the socio-economic & demographic conditions of the farmers and local distillers.

We developed field research instruments after detailed desk research and a reconnaissance survey and tested the discussion guides through a pilot survey.In the main field survey of 2 weeks, our 2 membered team conducted inetrviews with more than 100 value chain actors and ecosystem experts.

We synthesised our insights and analytics in a detailed graphic designed report and identified for our client actionable intervention opportunities.

Results

Our research covered 14 villages in Badaun district of Uttar Pradesh intervieweing 86 Farmers, 16 Distillers and 10 Experts, and produced a rich one-of-its-kind Insights Report on Spearmint and Peppermint growing communities in India.