Vol. 11, Special Issue 4 (2022)

Author(s):
J Hemantha Kumar, B Raja Madhu Shaker, V Chaitanya, P Sri Ranjitha, K Ravi Kumar, R Uma Reddy and JV Prasad

Abstract:
The study is based on primary data collected from Chilli growers during 2018-19 with a sample of 120 chilli farmers across Khammam district of Telangana. Relevant information was collected through a survey method with the help of pre-tested questionnaire. Chilli is an important crop in India which earns crores of rupees to the country hence many intermediaries play pivotal role in the markets like village merchants, commission agents, wholesalers and retailers for disposal in the domestic market, exporters and their agents in the export trade. Village traders are the initiators of the trade as they play an important role for assembling the produce after harvest of chillies. They have good relations with commission agents and wholesalers from whom they get the trade information quite regularly. Traditionally, village merchants are in the trade as they play the role of financiers to the farmers, therefore there is a commitment on the part of the farmers to prefer village merchants. For their services they take certain price advantage with the farmers. Post-harvest profile included the activities like grading, packing, transport, distance, mode of sale, storage of the produce. Three marketing channels were found in marketing, they are Channel-I Producer Consumer, Channel-II Producer Retailer Consumer, Channel-III Producer Wholesaler Retailer Consumer. The price spread through the three channels was Rs. 741.28, Rs. 2536.41 and Rs. 3185.86 per quintal respectively. The marketing efficiency of chilli in Channel-I was 26.02, in Channel-II it was 12.07 whereas marketing efficiency of chilli in Channel-III was 11.63.