Seybold Report ISSN: 1533-9211
Dr. ChhatraPal Singh Assistant Professor, Depatrment of Economics, R. J . Mahavidhalya Raipur, Aligarh, Utter Pradesh, India
Dr. Nem Chand Gautam Lecturer in GSSS Guhla, Kaithal, Haryana India
Vol 17, No 08 ( 2022 ) | DOI: 10.5281/zenodo.7223430 | Licensing: CC 4.0 | Pg no: 752-762 | Published on: 30-08-2022
Abstract
The advantage of being an agricultural state with lots of fertile land in Uttar Pradesh is that because of this, it makes up a significant portion of the national grain supply. The State serves as a conduit for the transit of fruit from J & K, Himachal Pradesh, and Haryana in addition to being a basis for the production of fruits and vegetables (F&V). The study focused on the market dynamics of the mango value chains in Uttar Pradesh's Pratapgarh district. The investigation's findings demonstrated that growing mangoes is a lucrative endeavour for farmers (BC Ratio = 4.16), with an average cost of production of Rs. 15100/ha and a net return of Rs. 420880/ha. Despite the fact that Uttar Pradesh is known for its high levels of mango production, customers must bear the burden of the purchase price (Rs. 32.74/kg) without doing much to increase the income of the producer (the producer's share in the consumer price is 52.05%). The strategy used to collect exploratory data in the study area revealed the existence of a monopoly mango marketing channel (C1: Producer-Whole Sellers-Retailers-Consumers). According to estimated costs in the mango value chain, producers incurred the largest portion of costs (81%), followed by entire sellers (10.60 %) and retailers (8.40%). The results of the study showed the need for the implementation of creative market policies and pricing methods for a significant increase in farmers' income and a significant decrease in consumers' prices, which would otherwise be seized as a massive market margin by retailers and wholesaler.
Keywords:
Value Chain Analysis, Cost of Production, Profitability, Marketing Channel, Market Margin.