Year: 2026 | Month: March | Volume 71 | Issue 1
A Bi-directional Shift in Marketing Channels Over Time: A Study of Rice Growers of Jammu Region
Harsh Bhushan
Rakesh Sharma
Rajinder Peshin
Anil Bhat and Amrish Vaid
DOI:10.46852/0424-2513.1.2026.5
Abstract:
This study examines the bi-directional shift in the marketing channels for rice surplus in the Jammu region focusing on farmers’ transitions between government established procurement centres (PCs) and open markets (OM) between 2012 and 2023. Out of 100 farmers, 32 farmers who earlier sold their marketable surplus of rice at PC in 2012 shifted towards the OM and 28 farmers who sold their surplus rice at OM now adopted PC as their preferred marketing channel for selling rice surplus. The research identifies key factors driving these shifts were: transition from coarse to more profitable basmati rice cultivation and the convenience and flexibility of OM. Conversely, the demand of higher prices, assured payment systems and proximity to PCs encouraged farmers to switch from OM to government PC. The chi square test of association between farmers’ land holding and choice of marketing channel indicates that land holding size significantly influenced the choice of marketing channel. Small land holdings farmers preferring PCs and farmers with large land holdings opting for OM. The findings underscore the importance of policy adjustments to align with shifting agricultural practices, enhance the accessibility and efficiency of PCs, and account for the region’s diverse market dynamics.
Highlights
- Eighty-eight per cent of farmers shifted from PCs to OMs due to shift from cultivation of coarse to basmati rice, driven by higher profitability and the latter not being procured at PCs.
- Farmers preferred OMs for convenience and proximity while those opting for PCs cited assured payment (36%), better price of coarse rice (79%) and profitability (39%) as key factors.
- Landholding size influenced market choice, small and medium farmers opted for PCs whereas, large landholders preferred OMs for selling their surplus rice.
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