Efficiency of Prevailing Marketing Channels for Livestock and Livestock Products in Uttar Pradesh: Implications for Market Reforms

The study has identified important marketing channels and marketing efficiency for major livestock species and livestock products in the Hardoi district of Uttar Pradesh. The data were collected in 2013–14 personal interview of 90 livestock traders (seller-buyer pairs) (30 each for cattle, buffaloes and goat species) from the largest livestock market – Harrie; 10 villagers (livestock keepers) dealing in milk marketing in one nearby village - Behta Gokulpur; 10 dairy owners in the vicinity of Hardoi city, 10 meat shops (chicken/mutton) and one abattoir (Shahabad). The study has revealed that about 82 per cent of the total livestock markets were privately owned, organized bi-weekly markets in traditional manner with inadequate basic and market infrastructural facilities. The average arrival of total livestock per market per day was 242 heads (cattle: 45.4%, buffaloes: 14.5%, goats: 40.1%). Of the total arrival, about 63 per cent animals were sold out. The study has identified ten marketing channels for live animal transaction, six for milk marketing and five for meat marketing. The study has suggested reforming of the existing traditional markets and marketing system to make the livestock sector more competitive, sustainable and commercialized enterprise.