Packaging as a Marketing Tool of Paddystraw Mushroom: An Analysis of Quality, Quantity and Packaging Efficiency in Different Zones of Odisha

Abstract

Mushroom cultivation has emerged as a highly productive and profitable industry that fosters employment opportunities in India. This sector is gaining popularity steadily due to its ability to swiftly translate the efforts of hardworking farmers into substantial profits. Despite India's advantageous climate, the country has seen a relatively tepid response in the expansion of this food industry. This study investigates the role of packaging as a marketing tool for Paddystraw Mushroom (Volvariella volvacea) in various regions of Odisha, with a focus on evaluating the quality, quantity, and efficiency of different packaging methods. Utilizing a mixed-methods approach, the research examines how packaging influences consumer preferences, shelf life, and transportation efficiency. Data were collected through surveys, interviews, and field observations across diverse climatic zones of Odisha, including coastal, inland, and hilly areas. The findings reveal significant regional variations in packaging practices, impacting the mushrooms' marketability and perceived quality. In coastal zones, moisture-resistant packaging showed higher efficacy, whereas in inland areas, consumers preferred aesthetically appealing designs. The study concludes that optimizing packaging strategies tailored to regional conditions can enhance market reach and profitability for Paddystraw Mushroom producers. Recommendations include adopting advanced packaging technologies and standardizing practices to improve overall packaging efficiency and consumer satisfaction.