341 © Springer International Publishing AG, part of Springer Nature 2018 A. B. Sharangi (ed.), Indian Spices, https://doi.org/10.1007/978-3-319-75016-3_12 Chapter 12 Supply Chain and Marketing of Spices Amit Baran Sharangi and M. K. Pandit Abstract India is truly the ‘home sweet home’ of spices. Naturally spices became entwined with Indian culture and tradition, only to make it farther rich. Since time immemorial, India has been the land for quality spices to nations across the world. Spices add natural favour and aroma to foods and also serve as a food-seasoning agent. The diverse agro-climatic eco-regions in India helped producing myriad spices with a geospatial particularity. So there is immense potential of India to feed her huge domestic demand and tap the export markets. A unifed approach to pro- duce value added spices in large quantities and holistic strategy following GAP to market the produce are surely to procure handsome prices and to ensure income generation cum livelihood support to the growers. To make it happen, Indian spice industry must be backed by research and development, government support and must follow the internationally acceptable safe and organic production and market- ing protocols. Keywords Indian spices · Supply chain · Quality · Marketing 12.1 Introduction Marketing of spices is the total system of business activities which is designed to plan, price, promote, and distribute spices and their products to target markets. In simple terms it is an exchange of a wanted spice or its product for a price. Supply chain of spices, on the other hand, is the sequence of processes involved in the pro- duction and distribution of spices and their products. A. B. Sharangi (*) Department of Plantation, Spices, Medicinal and Aromatic Crops, Bidhan Chandra Krishi Viswavidyalaya (Agricultural University), Mohanpur, Nadia, West Bengal, India M. K. Pandit Department of Vegetable Science, Mohanpur, Bidhan Chandra Krishi Viswavidyalaya (Agricultural University), Nadia, West Bengal, India