An Analysis of Tomato Marketing Channels, Price Spreads and Marketing Constraints Faced by Tomato Growers in Sonbhadra, Eastern Uttar Pradesh
Sujeet Kumar *
Department of Agri-Business Management, Acharya Narendra Deva University of Agriculture and Technology, Kumarganj, Ayodhya (U.P.), India.
Ashutosh Chaturvedi *
Department of Agri-Business Management, Acharya Narendra Deva University of Agriculture and Technology, Kumarganj, Ayodhya (U.P.), India.
Srishti Kushwaha
Department of Agri-Business Management, Acharya Narendra Deva University of Agriculture and Technology, Kumarganj, Ayodhya (U.P.), India.
*Author to whom correspondence should be addressed.
Abstract
India is one of the major cultivators of tomato and has a substantial share in the global market. Uttar Pradesh has a large area under tomato cultivation and contributes significantly to India's tomato production. The present study was conducted in the Eastern Uttar Pradesh region. Tomato cultivation is an important component of the agricultural economy in Sonbhadra, providing employment and income opportunities to rural households. Sonbhadra district has a large tomato-cultivated area and considerable tomato production among the districts of Eastern Uttar Pradesh. This research was based on primary data collected using an interview schedule. Because agricultural commodities are perishable, disposal of total produce may involve several costs, including marketing and other associated costs. The study identified four marketing channels through which most of the tomato produce was disposed of. The findings indicate that, as marketing intermediaries increase, the producer's share in the consumer price declines. Channel I had the highest marketing efficiency because of direct selling, whereas Channel IV recorded the lowest marketing efficiency. Promoting direct marketing can enhance farmers' income by reducing the role of middlemen and increasing their price share. Price spread increased with each additional intermediary, thereby reducing farmers' returns. The findings further show that the farmer's share in the consumer's rupee was relatively low because of high marketing margins and limited access to efficient marketing services. The absence of proper storage facilities, market intelligence and transportation infrastructure added to these difficulties. Garrett's ranking technique was applied to identify the major constraints in tomato marketing. The main problems faced by farmers included price volatility, dependence on middlemen, lack of cold storage and processing units, high post-harvest losses and inadequate support from government agencies. The study provides useful insights for planners, policymakers, regulatory bodies, institutions and other agricultural stakeholders in framing suitable strategies to improve marketing outcomes for tomato farmers in Eastern Uttar Pradesh.
Keywords: Price spread, marketing efficiency, Garrett's ranking, tomato marketing, marketing channels, price spread analysis, Eastern Uttar Pradesh, producer's share, marketing constraints, policy implications.