An assessment on value chain dynamics of mango in pratapgarh district of uttar pradesh

The study highlighted the pertaining market dynamics of mango value chains in the Pratapgarh district of Uttar Pradesh. Results of the investigation showed that mango production is a profitable venture for the farmer (BC Ratio = 4.12:1) with an average cost of production of Rs. 93100/ha and a net return of Rs. 384020/ha. Though, Uttar Pradesh is known for the high production level of mango, consumers need to abide burden on purchasing price (Rs. 31.70/kg) without adding much benefit to the producer's income (Producer share in consumer price is 50.47%). The explorative data collection method done in the study area revealed the existence of monopolistic marketing channel for the mango (C1: Producer-Whole Sellers-Retailers-Consumers). Estimated cost along the mango value chain showed that producers bore maximum share (82.27%) of total cost incurred followed by whole sellers (9.71%) and retailers (8.02%). Study findings highlighted the need of implementation of innovative market policies and pricing strategies for substantial increase in the famers income and considerable subtraction in the consumers price which otherwise taken as the huge market margin by the retailers and wholesaler.