An Analysis of Marketing of Mat in Paschim Medinipur District of West Bengal
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The study was carried out to examine the marketing of a traditional village product mat made of synthetic fiber, cotton, bamboo and mat-stick (Cyperus tegetum) which is used as interior decorative of house. The handicraft plays an important role in livelihood of rural economy in some rainfed areas of West Bengal due to its employment potential as well as export earnings. To analyze the marketing efficiency and price spread of finished mat, primary data was collected from three primary wholesale markets viz. Sabong, Temathani and Dashagram market of Paschim Medinipur district for the agricultural year 2011-12. The average price of a pair of finished mat was Rs. 100, Rs. 200 and Rs. 350 for small, medium and large category, respectively, The results of the study revealed that the producer's share in consumer's rupee varies from 57 per cent to 72 per cent indicating that the maximum share of marketing gain from this cottage industry directly goes to the rural artisans residing in remote hamlets. The marketing efficiency of mat has been worked out using Shepherd's method. It was observed that the mat of larger size has a greater degree of marketing efficiency. The inter market comparison revealed that Sabong market was more efficient for marketing of mat followed by Temathani and Dashgram market.
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