Original Article

Year: 2020 | Month: September | Volume 65 | Issue 3

Economic Analysis of Marketing of Litchi (Litchi chinensis) in Himachal Pradesh

Ratika Kayastha Ravinder Sharma Navneet Singh Nitin Sharma


The study was conducted in the Kangra district of Himachal Pradesh because of its significant contribution to the area and production of Litchi in the state. The current study was an attempt to find out marketing cost, market margins, price spread, and marketing efficiency of litchi growers in the selected area. The interview schedule was use to collect primary data from 60 growers of the Kangra district and from 5 wholesalers, 5 retailers and 5 pre-harvest contractors in the market. The findings indicated that most of the farmers sold their produce through the pre-harvest contractor. Also, three main marketing channels were found prevalent in the study area for the marketing of Litchi crops. The channel-C (Producer → Pre-harvest contractor → Wholesaler → Retailer → Consumer) was found to be the most preferred channel as 50.28 percent of the produce was traded through this marketing channel. The price spread found to be maximum in channel-C which, was ` 3372.81. The marketing efficiency which was, estimated using Acharya’s method, discovered highest in channel-A followed by channels D, B, and C, respectively.

© This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Print This Article Email This Article to Your Friend

Economic Affairs, Quarterly Journal of Economics| In Association with AESSRA

3768482 - Visitors since February 20, 2019