Marketing efficiency of pomegranate and its supply chain management in Himachal Pradesh

Himachal Pradesh is known as the country’s fruit bowl, situated in the lap of aesthetic Himalayan mountains between 32° 22'40”N and 33° 12'40"N latitude and 75° 47'55”E and 79° 04'22''E longitude. The study was conducted in Kullu district. A sample of 60 farmers cultivating pomegranate was selected using multistage random sampling. Local markets of Bhuntar and Kullu were selected purposively for conducting marketing study. A total sample of 5 wholesalers and 5 retailers from Bhuntar and Kullu market were selected randomly. The study revealed that there were three main marketing channels prevalent in the study area. Among these channel-B, consisting Producer → Wholesaler → Retailer → Consumer was found to be the most preferred channel as 54.09 per cent of the produce was traded through this marketing channel. The highest producer’s share in consumer rupee was found in channel A 99.44 per cent. Channel A was found to be efficient (Producer → Consumer). The major marketing problem of pomegranate faced by the growers was the higher transportation charges which was ranked at seventh position, lack of inadequate or incorrect price which was ranked eighth. Model of cooperative farming should be developed to ensure better marketing for the harvest of the crop. Information on market potential, price and market intelligence is required to be collected through market survey so that proper marketing strategy could be formulated.