Jaggery! Do People still Cherish it? : A Case Study of Belgaum City, Karnataka

Jaggery in the minds of people is a commodity and does not have technology advancement. From ancient times jaggery is used in Ayurvedic medicine and has spiritual significance. Jaggery has more nutritious as compared to refined white sugar. With the introduction of sugar mills and their multiple growth, improved level of wealth acquisition, easily availability of comfort amenities, easy availability and wide range of products and many necessities at their disposal, demand of jaggery has reduced and demand for white sugar has increased. Also, greed for more yield and profits has made the process unhygienic at the least and poisonous. Therefore, people are also sceptical abou,,t the quality and purity. 0. B. Agro Industries in Belgaum have adopted sustainable agriculture methods and producing organic jaggery "Madhuramrut" in closed stainless-steel vacuum evaporator's technology. This jaggery is pure and hygiene. The following study is taken up to have an idea about how people view jaggery, to constitute as an input for the branding plan for Madhuramrut.