Marketing Efficiency and Disposal Pattern of Pomegranate in Maharashtra, India

Deep Galani

International Agribusiness Management Institute, Anand Agricultural University, Anand, Gujarat, India.

Shaktiranjan Panigrahy *

International Agribusiness Management Institute, Anand Agricultural University, Anand, Gujarat, India.

*Author to whom correspondence should be addressed.


Abstract

Aims: This research aims to identify factors that influence marketing efficiency and disposal patterns of pomegranates, with the aim of increasing farmer income and reducing post-harvest losses.

Study Design: Vashi market near to Navi Mumbai was selected for the study purpose due to maximum hoarding of pomegranates in the states and from the other states as well. A total 60 Producers and 40 functionaries were asked to respond against a structured schedule which was prepared for the purpose.

Place and Duration of Study: The study was undertaken as the mandatory project work programme of MBA (Agribusiness) which was undertaken jointly by International Agribusiness Management Institute and ABC Company, Maharashtra in the month of January-April 2024.

Methodology: Different stakeholders, connected to the Vashi market were selected purposively to address the problem statement and the corresponding objectives which were analysed further through descriptive statistics and Acharya Measurement of Marketing Efficiency.

Results: Producers were getting more than 60 percent of the share in consumer rupee irrespective of the four major channels. The state share in pomegranate production was also quite significant at the national sphere. Despite that, storage issues, transportation issues and some cases issues of packaging materials generate cost escalation for the stakeholders. It was observed, where farmers were doing primary processing before selling the pomegranate to the next stakeholders were getting good amount of net income from it.

Conclusion: It is advised to encourage the development of the farmers’ market where producers can sell directly to consumers and reaping more benefit from their surpluses.

Keywords: Pomegranate, Vashi Market, storage, efficiency, marketing channel


How to Cite

Galani, Deep, and Shaktiranjan Panigrahy. 2024. “Marketing Efficiency and Disposal Pattern of Pomegranate in Maharashtra, India”. Journal of Experimental Agriculture International 46 (7):836-43. https://doi.org/10.9734/jeai/2024/v46i72637.

Downloads

Download data is not yet available.

References

PIB. Production of Fruits and Vegetables; 2024. Avaialble:https://pib.gov.in/PressReleaseIframePage.aspx?PRID=1776584

Wardhan H, Das S, Gulati A. Banana and mango value chains. Agricultural Value Chains in India: Ensuring Competitiveness, Inclusiveness, Sustainability, Scalability, and Improved Finance. 2022:99-143.

Monika K, Balaji RR, Prahadeeswaran M, Sridevy S. A Study on Marketing Channels and Efficiency, and Factors Influencing the Selection of Marketing Channels by the Pomegranate Growers in Karnataka. Asian Journal of Agricultural Extension, Economics & Sociology. 2022;40 (10):603-15. Available:https://doi.org/10.9734/ajaees/2022/v40i1031120.

Kolekar Pallavi Chavan RV, Bharati SV. Effect of Socio-Economic Characteristics on Pomegranate Productivity of Farmer Producer Organizations Member Farmers. International Journal of Environment and Climate Change. 2024;14 (1):83-90. Available:https://doi.org/10.9734/ijecc/2024/v14i13811.

Gholipour A, Sadegheih A, Mostafaeipour A, Fakhrzad MB. Designing an optimal multi-objective model for a sustainable closed-loop supply chain: A case study of pomegranate in Iran. Environment, Development and Sustainability. 2024;26 (2);3993-4027.

Abad ARKK, Barzinpour F, Pishvaee MS. Toward circular economy for pomegranate fruit supply chain under dynamic uncertainty: A case study. Computers & Chemical Engineering. 2023;178:108362.

Pal RK, Babu KD, Singh NV, Maity A, Gaikwad N. Pomegranate Research in India–Status and future challenges. Progressive horticulture. 2014;46(2):184-201.

Saroj PL, Kumar, R. Recent advances in pomegranate production in India-a review. Annals of Horticulture. 2019;12(1):1-10

NRCP. Annual Report; 2020. Available:https://nrcpomegranate.icar.gov.in/files/Publication/52.pdf

Sehgal S, Kumar M. Analysis of Marketing channels and marketing efficiency of apple growers in Kashmir (J&K), India. South Asian Journal of Social Studies and Economics. 2022;16(1):16-23.

TOI. Ajnale farmers give up pomegranate cultivation amid, diseases, poor rain; 2024.

Available:https://timesofindia.indiatimes.com/city/kolhapur/ajnale-farmers-give-up-pomegranate-cultivation-amid-diseases-poor-rain/articleshow/110409480.cms

Singh A, Shukla AK, Meghwal PR. Fruit cracking in pomegranate: Extent, cause, and management–A Review. International Journal of Fruit Science. 2020;20(sup3) :S1234-S1253.

Department of Agriculture & Farmers Welfare. Area and Production of Horticulture Crops. 2022-23 (Final Estimates). Available:https://agriwelfare.gov.in/en/StatHortEst

Suramwad SR, Kolgane BT, Dound RV. Study of constraints perceived by the respondents and suggestions made by them to overcome the constraints in pomegranate cultivation. Journal of Pharmacognosy and Phytochemistry. 2018;7(1S):2963-2965.

Rede GD, Bhattacharyya K. Marketing and Constraints Analysis of Pomegranate in Solapur District of Maharashtra. Economic Affairs. 2018;63(1):99-106.

Durge SM, Raut MA, Bhalerao AV, Idhole A, Lahariya KT. To study the relationship between selected characteristics and resource management behaviours of pomegranate growers and the constraints faced by pomegranate growers in managing the resources. The Pharma Innovation Journal. 2022;11(1):918- 921.

NRCP. Pomegranate Revolution in India a Success Story of ICAR. Solapur, Maharashtra; 2017.

Agmarknet. Arrival; 2024. Available:https://agmarknet.gov.in/

Saxena R, Paul RK, Pavithra S, Singh NP, Kumar R. Market intelligence in India: price linkages and forecasts; 2019.

Acharya SS, Agarwal NL. Agricultural Marketing in India, 6th edn. Oxford and IBH, New Delhi; 2016.