EVALUATING MANGO VALUE CHAINS: PRICE SPREAD, MARKETING EFFICIENCY AND CONSTRAINTS IN CHITTOOR DISTRICT, ANDHRA PRADESH
187 / 130
Authors
-
M. SAI KRISHNA
Master of Business administration (MBA), Institute of Agribusiness Management, Tirupati-517502
-
Y. PRABHAVATHI
-
M. RAVI KISHORE
prabhayanduri@gmail.com
-
S.K. NAFEEZ UMAR
Keywords:
Mango value Chain, Value chain mapping, efficiency, price spread, constraintsAbstract
The study conducted during 2024-25 in Chittoor district, Andhra Pradesh aimed at identification of various actors and activities involved in mango value chain for processing varieties along with assessment of price spread, efficiency in marketing and constraints of the actors involved. The sample size included 150 farmers and 30 intermediaries. The analysis employed value chain mapping, price spread analysis and Garrett techniques. The study identified three distinct value chains that included direct selling to processors, selling through ramp traders and selling to pre-harvest contractors. Among these, value chain 1reflecting farmers selling directly to processors was found most efficient and advantageous, offering the highest marketing efficiency (0.56) and yielding a greater sharefor producers to an extent of 55.88. Additionally, the Garrett ranking revealed that key challenges encountered by pre-harvest contractors, ramp traders, and processors across these value chains were high market price fluctuation, lack of timely payments and high requirements for working capital respectively.
References
Agricultural and Processed Food Products
Export Development Authority, Ministry of
Commerce and Industry. 2024. Data
about processing units of mango and
mango pulp from India. Retrieved from
website (https://apeda.gov.in/) on
08.08.2024.
Badar, H and Ahmad, B. 2021. Smallholders’
constraints and options for participation
in mango value chains in Punjab,
Pakistan. Journal of Agricultural
Research.59(2): 187-195.
Department of Agriculture and Farmers
Welfare, Ministry of Agriculture and
Farmers Welfare, Government of India.
2024. Area and production of mango in
India. Retrieved from website (https://
agriwelfare.gov.in/en/StatHortEst) on
10.08.2024.
Kalidas, K and Ravikumar, R. 2024. Assessing
Marketing Efficiency in the Coconut Value
Chain: A Case Study of Western Tamil
Nadu’s Coconut Landscape. Journal of
Scientific Research and Reports. 30(5):
625-632
Kumaresh, K and C. Sekar. 2013. Price
spread, marketing efficiency and
constraints in supply chain of mango in
Krishnagiri district of Tamil Nadu.
Agriculture Update. 8 (3): 446-451.
Ravi, S. C., Beer, K., Gupta, A. K., Amrutha, T.,
Mishra, M., Jaiswal, R and Damodaran,
T. 2023. A comprehensive analysis of the
value chain dynamics of Dashehari
mango in Uttar Pradesh, India. Journal
of Applied Horticulture. 25(3): 297-302.
Saripalle, M. 2019. Market awareness and
profitability: case study of Mango
production in Karnataka India. Economic
and Political Weekly. 54(4): 52-59.
Sowmya, R. B., Kishore, N. K., Lakshmi, T and
Umar, S. N. 2022. A study on export
growth of Chittoor mango and constraints
faced by different actors in mango value
chain. Andhra Pradesh Journal
Agricultural sciences. 8(4): 223-228.
Sowmya, R. B., Kishore, N. K., Lakshmi, T and
Umar, S. N. 2022. Critical analysis of
value chain: a case of mango processing
varieties in Chittoor district of Andhra
Pradesh. The Journal of Research
ANGRAU. 50(3): 139-143.
Wie, P and Aidoo, R. 2017. Analysis of the
Sweet Potato Value Chain in Ghana;
Linkages, Pathways, Governance and
Constraints. Journal of Agriculture and
Food Technology. 7(1): 1-13
Downloads
Submitted
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The author owns the article's copyright until the article is accepted for publication. After acceptance, the author(s) assigns the article's copyright jointly to both the authors and the Publishers of the Journal of Research ANGRAU (ANGRAU) and licensed under a Creative Commons Attribution-Non Commercial-Share Alike 4.0 International License.
