An economic analysis of orange marketing in Maharashtra

The study on economic analysis of orange marketing in Nagpur and Amravati districts of Maharashtra State indicated that most of the orange growers followed marketing channel: Producer -> PHC -> Wholesaler -> Retailer -> Consumer, while very few orange growers sold their produce directly to the consumer. A comparison of price spread through different marketing channels revealed that producer's share in consumer's rupee was highest (79.37%) with the highest marketing efficiency when the produce was directly sold to the consumer. The producer got maximum benefit while doing so. Therefore this practice has to be promoted.