This study was confined to Saharanpur District of western Uttar Pradesh, first belt of mango production. Data for study was collected from prevalent marketing channels of Mango fruit in the region. The study compares the cost-wise efficiency of marketing channels. The channels have been classified as I, II, III and IV with I being the longest and subsequently IV being the shortest. In the channels costs per quintal of mango included transportation, loading/unloading and mandi charges. The parameters selected for measuring marketing efficiency were margins of contractor, commission agent, retailer and losses due to rotting The study reveals that profit margin of the functionaries affected the producer's share in consumer's rupee and was inversely related to each other in the area of study.
Mango, Marketing Efficiency, Saharanpur
