Vol. 11, Special Issue 7 (2022)

Author(s):
Palvi Sharma, SP Singh, Sudhakar Dwivedi, Parshant Bakshi, A Samanta and Ashish Verma

Abstract:
Strawberry (Fragaria ananassa) is a non-climacteric fruit in the rosaceae family. It contains a high amount of antioxidant and is high in Vitamin C and fibres. Strawberry crop require more labour and highly capital-intensive crop. The total area under strawberry farming in Jammu and Kashmir is roughly 152 hectares with a production of 425 mt (anonymous 2018-19). The study was conducted in Jammu region of UT of Jammu and Kashmir to find out constraints in raising productivity and marketing of strawberry by the farmers. Primary data was collected through survey method from various respondents. Both primary and secondary data had been gathered from the farmers who produce strawberry using a comprehensive pre-tested schedule-cum-questionnaire as well as from Directorate of Horticulture, Jammu and its various publication issues. Data analysis should be done by using Garret ranking technique The results indicate that costlier quality planting material(I) followed by unawareness about plant protection material (II) in strawberry cultivation were the major problems expressed by the growers in raising strawberry productivity. Unfavourable climatic conditions, lack of resources, weak research-extension farmers linkages, inadequate or low irrigation, poor quality of land, non-availability of labour and lack of latest technical know-how of crop were the common constraints faced by growers. With respect to constraints of marketing, Costlier packaging material was ranked (I) by the respondents. Lack of market information, lack of storage facilities, low demand of final product got rank II, III and IV respectively. Based on the study, it would be recommended that government support should provide support for purchasing the planting material at fair enough price and there should be more training made available to strawberry growers regarding strawberry cultivation. Market intelligence should play a vital role in improving producer’s share in consumer rupees, thus reducing marketing margin.