Indian Journal of Economics and Development

The present study was carried out in the four divisions of Haryana state i.e. Gurugram (Gurgaon), Rohtak, Ambala and Hisar. From each division one district was selected on the basis of highest area and fish production. District Karnal, Kaithal, Hisar and Nuh (Mewat) were selected from each division. From each selected district, ten wholesalers and ten retailers of involved in fish marketing were selected from each market. The Channel-III (Producer → Consumer) was found most efficient with the marketing efficiency 17.2, followed by Channel-II (Producer →Retailer →Consumer) and Channel-I (Producer →Wholesaler →Retailer → Consumer) with marketing efficiency of 4.42 and 1.36 respectively. The Channel-III was found most efficient due to direct marketing by producers and very low marketing cost incurred thereon, but quantity of fish disposed off through this channel was on a limited scale. As far as marketing patterns was concerned, more than 70 per cent fish disposed of through Channel-I (Producer → Wholesaler →Retailer →Consumer) whereas the fish producers received maximum share in consumer rupees through Channel-III (direct marketing by producers). Thus study concluded that there is pressing need to minimize or standardized the marketing functionaries between fish producers and consumers so that both fish producers as well as consumers could be directly benefited.