Marketing Paradigm of Apple Growers in Nainital District of Uttarakhand

An attempt was made to study the marketing of apple in Nainital district of Uttarakhand. Primary data was collected from sixty growers and five intermediaries operating at each level of marketing channel and information regarding marketing channels, marketing cost and margins conjoined at various stages of apple marketing were taken and analysed using Acharya's method. Four different channels were identified in the study area. In channel I producer is selling his produce directly to the consumer at very low price. All four channels were found not efficient but if, have to make a choice than channel HI was most efficient one. The apple growers continue to suffer on account of high marketing cost and margins. If marketing cost and margins are somehow optimized, the producer's share in consumer's rupee can further be increased.