Agricultural Research Journal

This study aimed to identify and map different value chains of Naga King chilli and examine the challenges faced by various stakeholders. Data were collected from 100 randomly selected respondents, including 50 farmers, 20 intermediaries, and 30 consumers. The key players identified in the value chain were Naga King chilli growers (predominantly small-scale farmers), wholesalers (local and distant), retailers/vendors (local and distant), and consumers. The study identified four major marketing channels: Channel I (Naga King chilli producer-consumer), Channel II (Naga King chilli producer–local wholesaler–local retailer–consumer), Channel III (Naga King chilli producer – distant wholesaler – distant retailer- distant consumer), and Channel IV (Naga King chilli producer– local wholesaler–distant wholesaler–distant retailer-distant consumer). Major challenges faced by the value chain players included wide price fluctuations, supply shortages, handling and storage issues, and the perishable nature of chilli. The findings suggest promoting contract arrangements between farmers and buyers to ensure a steady supply of products. Initiatives such as post-harvest handling training for tribal farmers, proper storage facilities, and the formation of cooperatives or farmer producer organizations (FPOs/FPCs, training through KVKs, NGOs, state departments etc.) could help small-scale producers receive better prices.