Department of Dairy Economics and Business Management, College of Dairy and Food Science Technology, Guru Angad Dev Veterinary and Animal Sciences University, Ludhiana, India.
Corresponding Author’s Email - varinderpalsingh@gadvasu.in
Poultry farming, especially broiler farming is important component of Punjab’s livestock sector as it provides regular income and employment to the farmers. The present study focuses on broiler farming in Punjab, examining various marketing channels used by farmers to sell live and processed broiler meat. A sample of 22 retailers, 13 wholesalers, and 17 processors was selected to assess the costs and margins involved in the marketing process. Acharya’s marketing efficiency formula was applied to analyze the efficiency of different marketing channels. The study concluded that the channel III (Farmer-Retailers-Consumers) was found to be most efficient channel in terms of marketing efficiency and producer’s share in consumer’s rupee followed by Channel II (Farmer-Wholesalers-Retailers-Consumers) and Channel IV (Farmer-Wholesalers I-Wholesalers II-Retailers-Consumers). Results showed that the majority of broiler farmers, especially those with smaller farms, preferred selling through wholesalers. The study also revealed that mobile phones, particularly WhatsApp, were the primary sources of market information for farmers, with commission agents playing a minor role. In terms of value addition, dishes like chicken biryani and butter chicken showed the highest degree of profitability for restaurants, with a net profit margin ranging from ₹193 to ₹826. The degree of value addition ranged from 141 per cent for tandoori chicken to 603 per cent for chicken biryani.
Broiler farming, Marketing channels, Marketing efficiency, Price spread, Value addition
