Entrepreneurial Behaviour and Entrepreneurial Orientation among Authorised Geographical Indication (GI) Users of Srivilliputtur Palkova and Kovilpatti Kadalai Mittai: A Quantitative Study

Context: Srivilliputtur Palkova and Kovilpatti Kadalai Mittai are prominent Geographical Indication (GI) certifi ed traditional sweet products of Tamil Nadu, valued for their region-specifi c quality attributes. As these GI enterprises operate within a competitive and evolving sweet-based value chain, understanding the entrepreneurial behaviour and orientation of authorised users becomes critical for strengthening their performance and sustaining GI authenticity. Objective: The study aimed to assess the entrepreneurial behaviour and entrepreneurial orientation of authorised GI users of Srivilliputtur Palkova and Kovilpatti Kadalai Mittai. Methodology: The study was conducted in Srivilliputtur (Virudhunagar district) and Kovilpatti (Thoothukudi district) using an ex-post facto design. Using snowball sampling, eight producers and fi ve traders of Srivilliputtur Palkova, and four producers and fi ve traders of Kovilpatti Kadalai Mittai were selected. Data were collected through a structured interview schedule. Entrepreneurial behaviour was analysed using Exploratory Factor Analysis, while entrepreneurial orientation was assessed through fi ve dimensions: autonomy, competitiveness, innovativeness, proactiveness, and risk-taking. Results: Exploratory Factor Analysis identifi ed two latent dimensions of entrepreneurial behaviour, namely opportunity recognition and risk management. Over half of the respondents (54.5%) exhibited a medium level of entrepreneurial behaviour, followed by 27.3 per cent with a low level of entrepreneurial behaviour. About 18.2 per cent of the respondents had a high level of entrepreneurial behaviour. Entrepreneurial orientation also showed a similar pattern, with 77.3 per cent categorised under medium orientation, followed by 13.6 per cent under high and 9.1 per cent under low orientation. Signifi cance: Findings highlight the need for targeted behavioural training, low-cost capacity building programmes, and structured support mechanisms for authorised GI users. Strengthening entrepreneurial competencies can enhance product value, expand GI market potential, and foster sustainable development of traditional GI foodstuff clusters.