Non-timber Forest Products Advertising Enhances the Livelihood Opportunity and Economy of Rural Area

Abstract

The forests of Jharkhand support rich diversity of timber as well as non-timber yielding species. The non-timber forest products (NTFPs) comprise an imperative part of the traditional lifestyle in Jharkhand and utilisation of these products has contributed much to local livelihoods. The main concern is use of NTFPs in rural areas where there are rapid deforestation, lack of access to information, lack of processing capacity, lack of storage capacity, unstable prices, market pressure from outsiders, difficult transport, uncertainty on forest access rights giving little incentives for communities to manage forests. The rural economy can be enhanced with proper promotion of NTFPs through advertising. In this paper, we have tried to study the seasonal flow of some NTFPs. We have tried to examine the value of NTFPs in terms of livelihood as well as commercial importance. The study highlights the importance of understanding how rural people use forests, and stresses the need to broaden NTFP management to include a multiplicity of objectives and products.

Keywords: Non-Timber Forest Products, Livelihood, Rural Economy, Advertising, Jharkhand

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