Farmer-led conservation of red-fleshed jackfruit in India: economic viability, consumer preferences and policy implications

This study examines the economic viability and market potential of two farmer-conserved red-fleshed jackfruit varieties, ‘Siddu’ and ‘Shankara’, from Karnataka, India, registered under PPVFRA with ICAR-IIHR support. Through propagation, these unique varieties expanded from single trees to over 1260 hectares, generating substantial income for custodians through sale of planting material. Primary data were collected from producers (n = 90), consumers (n = 90) and a women-led Self-Help Group (SHG) of 10 members across Karnataka, Tamil Nadu and Kerala. The study employed cost and returns analysis, discounted investment techniques and tabular analysis. Results showed that although red-fleshed jackfruit has higher cultivation costs, it generates higher net returns (₹5,45,401/ha) than yellow-fleshed varieties (₹3,66,881/ha) due to premium pricing and stronger consumer preference. Economic feasibility analysis confirmed long-term profitability. Consumers expressed high awareness, preference and willingness to pay a premium because of its taste, appearance and nutritional value. Women-led SHGs utilized processed products for rural entrepreneurship. However, limited availability and supply chain inefficiencies remain major challenges, necessitating branding, commercialization, institutional linkages and value addition for wider adoption. The study supports Sustainable Development Goals 1, 2, 5, 12 and 15 and presents a replicable model by linking agro-biodiversity conservation with farmer livelihoods and rural development.