Marketing of summer brinjal in Vidarbha region of Maharashtra

The study investigated the marketing dynamics of summer brinjal in Vidarbha region of Maharashtra state during 2023-24. The study was based on primary data collected from farmers, wholesalers and retailers as different intermediaries involved in marketing of summer brinjal. Three premier locations of brinjal cultivation viz., Bhandara, Lakhni and Pauni were identified for the onward study. Three channels were identified as: Channel I consisting of Producer → Consumer; Channel II as Producer→Wholesaler→ Retailer→ Consumer and Channel III as Producer→Retailer→ Consumer. The channel I was more remunerative because producer share in consumers rupees was as high as 98.76% followed by Channel III as 89.61% and Channel II with minimum share of 87.97%. The total marketing cost incurred by the producer was lowest in Channel I 1.24 %. The marketing margin received by the different intermediaries was observed highest in Channel II (4.69 %) than Channel III (3.55 %). The results of the study provide valuable insights into the marketing efficiency of summer brinjal in the region.