Vol. 11, Special Issue 7 (2022)

Author(s):
Shivangi Shimpy, Supriya Anand, Dr. Sanjay Kumar and Vikas Singh

Abstract:
Marketing of litchi in India is mostly reliant on the quantum of the crop available for sale within the state, outside the state within the Country and outside the Country. The value of the produce as per the cultivar codex, organization support for transport and market information structure about the government polices play a vital role in marketing of extremely perishable litchi fruits. The study was carried out to measure the current status of marketing of litchi and was grounded on the primary data composed from 100 randomly selected Litchi cultivators in Muzaffarpur district of Bihar. The study also planned to find out marketing system and marketing channels tracked by growers in local and overseas as marketing, marketing costs, marketing margin incurred price spread and marketing efficiency resulted in local markets. The producer’s share in consumer rupee in channel I is maximum since it is the shortest channel (95.8 percent) however the producer’s share in consumer rupee in channel II and Channel III are 82.2 percent and 79.08 percent individually. The price spread in channel I is the lowest since it is the shortest channel (Rs.350) where as the price spread in channel II and channel III are Rs.1495 and Rs. 2195 respectively. The marketing efficiency for channel I, II and III were 24.2%, 5.74% and 4.7% respectively. It is detected from this efficiency index that channel first was the most well-organized one.