Analysis of Constraints Faced by Citrus Growers of Central India Amidst COVID-19 Lockdown and Delineation of Post-Pandemic Marketing Strategies

The nationwide lockdown imposed in India from 25^th March, 2020 to contain the rapid spread of COVID-19 global pandemic, kicked off an unexpected agrarian crisis in the country. The farmers were left perplexed by the sudden massive nationwide lockdown. A study was conducted in ICAR-Central Citrus Research Institute (ICAR-CCRI, Nagpur) to analyse the constraints faced by citrus cultivators of Vidharbha and Marathwada regions of Maharashtra and Chhindwara regions of Madhya Pradesh, that is, covering the citrus belt of Central India. Central India produces bulk of Nagpur mandarin (most popular mandarin variety of India). Ten constraints were identified by telephonic interviews with non-sample farmers and then the list was forwarded to multiple Whatsapp groups managed by scientists of ICAR-CCRI wherein the farmers were asked to rank the constraints according to their severity. 100 farmers had responded to the questionnaire (n=100). Garrett Ranking Technique was used to determine the severity/ importance of each constraint. Problem of logistics and marketing (Garrett score=64.25) was found to be the most severe constraint amidst the lockdown. Future strategies which can be adopted post-COVID-19 have been identified by authors to facilitate marketing and logistics during these trying times of pandemic.