Marketing of vegetables in tapi district of Gujarat: A changing marketing scenario

The Green Revolution has upgraded the food grain production to numerous folds yet failed to bring corresponding changes in the socio-economic status of a majority of the farm households. Although several crop and region-specific factors were highlighted for the observed asymmetries, a major factor was the deficiencies in linking the growers to evolving marketing scenarios. The results of the present study highlighted the relevance of holistic approaches in linking the unorganised okra growers in Tapi district of Gujarat through growers’ consortiums organised with association with Kay Bee Exports Pvt. Ltd. and Vadilal Industries Ltd. striving for exporting the produce. The study was based on the primary data for the period of 2016–2018. The results revealed that export-oriented farmers set up was instrumental in providing higher price to the producers. The higher operational efficiency, as well as pricing efficiency, was reflected in lower price-spread, higher efficiency and growers’ share. The study has demonstrated that the inclusion of growers in the export-oriented supply chain benefited the growers and revealed informal community participation with proper guidance and monitoring.