Are traditional marketing channels of kinnow really bad?
Kinnow is being widely cultivated in North-Western part of India comprising the states of Punjab, Haryana and Rajasthan. The analysis of 180 kinnow farmers of three districts of North Western India namely Fazilka and Bathinda districts of Punjab and Sirsa district of Haryana revealed the existence of several marketing channels for marketing of kinnow having varied efficiency levels. Contrary to the believe, the traditional marketing channels (TMC) offered 15 to 19% higher net benefit under the situation of price and yield risk associated with the farms. The efficiency of farms associated with strong value chain finance (TMC) is higher as compared to farms associated with the weak value chain finance comprising the emerging marketing channels (EMC). These facts explain the continued faith of farms in the TMC as revealed by the proportion of farms supplying their produce through different market channels. The study advocates the need for evolution of newer forms of marketing channels and also co-existence of all as each has its own merits and demerits. The study offers suggestions for strengthening of kinnow value chain so that all the stakeholders are benefited. The collectivization of farmers in the form of farmer producer organization, availability of technology from various governmental and non-governmental institutions, the effective implementation of e-marketing app, evolution of crop insurance scheme and price stabilization fund for risk reduction are strategies to improve the kinnow value chain.
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