Increasing the fruit growers’ share in the marketing system

Abstract

The growers’ share in consumer rupee is an essential part of agricultural marketing that assures the supply chain’s long-term viability and profitability. This study determines the apple growers’ share in final pricing by evaluating the efficacy of marketing channels predominant in the Kashmir valley, India. The composite index technique has been used to assess the marketing efficiency. The study is based on the interviews of 390 growers, 100 commission agents, 30 wholesalers, 20 contractors, and 20 retailers. The survey identified six apple marketing channels in the study area and has reported most profitable and least profitable channels. By adoption of more efficient marketing channels and marketing strategies, the growers can improve their profitability. The study has suggested that, improvements in the local infrastructure for fruit marketing, better access to market information, and extension of cold storage facilities in the study area would contribute significantly to farmer’s income.