1Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, 641003, Tamil Nadu, India
2Agricultural College and Research Institute, (TNAU) Thiruvannamalai, 606753, Tamil Nadu, India
*Email for correspondence: sselvanayaki@tnau.ac.in
Online published on 27 April, 2020.
Recognizing the importance of jasmine flower in Tamil Nadu from both demand and supply sides, the study was undertaken to analyze the value chain of jasmine. Madurai district was purposively selected for the study as it is one of the major jasmine producing districts in Tamil Nadu. Two blocks namely Usilampatti and Thiruparankundram based on maximum area and production of jasmine were selected. A sample of 60 farmers was selected and data were collected through personal interview. It was found that there were four value chains for marketing of jasmine and more than 70 per cent of jasmine was moving through channel II and channel III. Shepherd's marketing efficiency value of channel IV was the highest. The value chain IV ie farmers-commission agents-retailers-consumers was the efficient value chain.
Jasmine, value chain, marketing efficiency, demand, supply
