Marketing of Green Chilli in Kaushambi District of Uttar Pradesh, India

Subin Thomas, Dinesh Kumar, Ali Ahmad

Abstract: The present study has been conducted in order to access the marketing of Green Chilli in Kaushambi District of Uttar Pradesh, India.. Primary data was collected from various stakeholders constitute forty growers and two and three mediators operating at each level of marketing channels. The study examined marketing costs, market margins, price spread and problems involved in the marketing of green chilli. Chilli cultivated in Kaushambi district was predominantly sold in the form of green chilli. Manjhanpur Block of Kaushambi district having largest area under green chilli were purposively selected for the present investigation and seven villages from Manjhanpur Block were selected randomly. The total sample consists of 120 green chilli growers comprising 60, 36 and 24 from small, medium and large group. Data collected pertained to the year 2014- 2015. Different marketing channels were followed by the sample farmers. However, Producer-Wholesaler/ Commission agent/Retailer-Consumer was the major marketing channel. The major items of cost were transport charges, Commission charges, spoilage etc. The producer?s share in consumer?s rupee was found to be 94.07 per cent in Channel-I, 51.03 per cent in Channel-II and 49.58 per cent in Channel-III. The post-harvest losses of green chilli were highest at retailer level which was 5-8 kg. The study suggests that the researchers should evolve disease and pest resistant varieties of chilli, formation of co-operative marketing societies for better sale. Extension education programmes have to be strengthened for the spread of the awareness of improved production technologies, processing industries in the Study area and modern cultivation of chilli among the farmers.

Keywords: Green Chilli, Marketing efficiency, Marketing Cost, Marketing margins, Price spread