Vol. 12, Issue 6 (2023)

The purpose of the study was to identify marketing channels, price spreads, marketing margins, and marketing efficiency of Tomato in Raipur district, Chhattisgarh, India. The primary data were collected only for Tomato by the survey method. The study focused on 60 Tomato farmers. It was conducted in Raipur district, Chhattisgarh, which has the highest area under cultivation and production. The selection of channel actors was made using a two-stage stratified random sampling technique. Three major marketing channels identified in the study were

1.Producer, Wholesaler, Processor, Retailer, and Consumer

2.Producer, village trader, wholesaler, retailer, and consumer

3.Producer, village trader, wholesaler, and processor

The farmers had to incur high expenses for packing material and transportation, whereas for other intermediaries in all the channels, weight loss and spoilage, followed by transportation, were the major marketing costs. The price spread was low in channel II as the produce was sold to the retailer directly by the farmer. The channel I used had the highest marketing efficiency. Comparing channels I, II, and III, it was revealed that the relatively lower marketing efficiency of channel II was due to one additional intermediary (a commission agent). The paper provides information for selecting the right marketing channel for Tomato marketing. The paper also provides empirical information that serves as a source for adopting market options for increased benefits to various chain actors.