Marketing Pattern, Constraint Analysis and Better Marketing Strategies for Saffron Growers of India

The present study was selected purposively in two districts of Kashmir division, viz., Pulwama and Budgam based on the objectives of study. Two blocks, viz., Pampore from Pulwama district and Nagam from Budgam district were selected owing to the maximum area and maximum number of saffron growers. Out of these two blocks, 120 respondents from six villages were selected through stratified random sampling method which comprises of growers, retailers, wholesalers and agents. The present study attempted to analyse marketing pattern, price spread and producers share in consumers rupee. The study further analyses constraints in marketing and strategies for removing ill effects of marketing in Kashmir. Marketing system of saffron in Kashmir was found highly unorganized, as it has been largely in the hands of private enterprises, and there exists a long chain of intermediaries between the producer and the ultimate consumer. Five marketing channels were identified in marketing of saffron in the study area. As far as the price spread of saffron was concerned, retailer grabbed maximum margins because he sold the produce in much small quantities and furnishes it before consumers on relatively high prices. The results also revealed that the producers share in consumers rupee was highest (84%) in channel-I and lowest (67.40%) in channel- IV in the sample area. The study revealed that there was considerable scope to increase the producers share in the consumers rupee if the number of intermediaries is reduced & the government intervenes pro- actively in order to organize saffron organized markets and by framing the farmers clubs and unions so that the farmer use these unions as profitable channels to sell their produce.