Final Report

Marketing Pattern of Vegetables in Anand & Baroda district through APMC
Table of Contents
1) INTRODUCTION .............................................................................................................. 4
1.1) Why Need APMC Market? ............................................................................................ 4
1.2) Tomato ............................................................................................................................ 5
1.2.1) World Scenario of Tomato Production ........................................................................ 6
1.2.2) Indian Scenario: ........................................................................................................... 7
1.2.3) Gujarat Scenario .......................................................................................................... 8
1.3) Chilli ............................................................................................................................... 8
1.3.1) Countries by Chilli Production .................................................................................... 9
1.3.2) State wise Production of Chilli .................................................................................... 9
1.3.1) Gujarat Scenario ........................................................................................................ 10
2.1) Profile of Anand & Baroda APMC .............................................................................. 11
2) OBJECTIVES OF STUDY .............................................................................................. 13
2.1) Limitations of study ...................................................................................................... 13
2.2) Significance of Study.................................................................................................... 14
3) REVIEW OF LITERATURE ........................................................................................... 14
4) RESEARCH METHODOLGY ........................................................................................ 33
5) RESULTS AND DISCUSSION ....................................................................................... 37
6) SUMMARY AND CONCLUSION: ................................................................................ 39
7) Bibiography: ..................................................................................................................... 40
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LIST OF TABLES
Sr. No Name of Table Page No
1.1 Major Tomato Producing Countries 6
1.2 State wise Area, Production and Productivity of Tomato 7
1.3 Area, Production productivity of Tomato in Gujarat 8
4.3 Area, Production productivity of Chilly in Gujarat 10
4.4 Districts-wise area and production of green chilli in Gujarat 11
4.5 General Information of APMC Anand 11
4.6 Administration of APMC Anand 12
4.7 General Information of APMC, Padra 12
4.8 Administration of APMC Baroda 13
4.9 Radial Distance at surface after 3 hour for 8 LPH 33
4.10 Observation of wetted radius and vertical distances 40
4.11 Moisture content at various depth 44
4.12 Various data of Vertical distances at different times at 2 LPH 48
4.13 Various data of Vertical distances at different times at 4 LPH 48
4.14 Observation of wetted radius 49
4.15 Observation of wetted depth 51
4.16 Comparison of wetting pattern under Point source and Line 54

source at 2 LPH 40 cm spacing
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1) INTRODUCTION
Marketing helps producer in disposal of produce ensuring reasonable returns for his hard
work. Production process is not complete until the produce reaches the hands of final
consumer; marketing efficiency depends largely on the costs, margins and producer’s
share in consumer’s rupee. An efficient marketing system is a prerequisite for ensuring
remunerative price to the growers.
For efficient marketing of the agricultural produce, government introduced the regulated
market so that farmers are not exploited by the various intermediaries. And Farmers can
get remunerative prices for their produce.
The main objective of regulated markets as defined in the preambles to various state Acts
has been o provide for better regulation of sale and purchase of agricultural produce, with
a view to protect the interests of the producer- seller. The regulated markets aim at
improving the efficiency of marketing at the assembling points which form the basis of
the marketing machinery. This is achieved by creating healthy competition and such other
conditions as would ensure a fair deal to producer-sellers. In providing the machinery for
regulation and in choosing the method of regulation, certain essential features will have to
be taken into account. Agricultural Markets in most parts of the Country are established
and regulated under the State APMC Acts. The whole geographical area in the State is
divided and declared as a market area wherein the markets are managed by the Market
Committees constituted by the State Governments.
Agricultural Produce Market Committee (APMC) is a statutory market committee

constituted by a State Government in respect of trade in certain notified agricultural or
horticultural or livestock products, under the Agricultural Produce Market Committee Act
issued by that state government.
In order to know the benefits of APMC to the local producers this study has been carried
out to know the market efficiency, producer’s share etc.
1.1) Why Need APMC Market?
APMCs are intended to be responsible for:
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 ensuring transparency in pricing system and transactions taking place in market

area;
 providing market-led extension services to farmers;
 ensuring payment for agricultural produce sold by farmers on the same day;
 promoting agricultural processing including activities for value addition in
agricultural produce;
 Publicizing data on arrivals and rates of agricultural produce brought into the
market area for sale; and
 Setup and promote public private partnership in the management of agricultural
markets
There are about 2477 principal regulated markets based on geography (the APMCs)
and 4843 sub-market yards regulated by the respective APMCs in India.
The typical amenities available in or around the APMCs are: auction halls, weigh
bridges, godowns, shops for retailers, canteens, roads, lights, drinking water, police
station, post-office, bore-wells, warehouse, farmers amenity center, tanks, Water
Treatment plant, soil-testing Laboratory, toilet blocks, etc.
The regulated markets are established as per the provisions of the ‘Marketing of
Agricultural Produce Acts’ of the State Government. The Commodities, with which
the market will deal, are also declared.
India is the second largest producer of vegetables next to China contributing about
14.45% of total production (NHB, 2012) out of 8 million hectares of area and
producing about 134 million metric tons of it. With the improved economic status,
changing lifestyle and food habits, vegetables have become important part of daily
changing lifestyle and food habits, vegetables have become integral part of daily
human diet for all section of the society.
1.2) Tomato
Among vegetables, tomato is one of the most consumed vegetable in India. Tomato is
one of the most important "protective foods" because of its special nutritive value. It
is one of the most versatile vegetable with wide usage in Indian culinary tradition
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Tomatoes are used for soup, salad, pickles, ketchup, puree, sauces and in many other
ways It is also used as a salad vegetable. Tomato has very few competitors in the
value addition chain of processing.
1.2.1) World Scenario of Tomato Production

The major tomato growing countries are China, USA, Italy, Turkey, India and Egypt.
The latest area, production and productivity of major tomato growing countries in
2010 - 2011 are given below in the table.
Table 1.1 Major Tomato Producing Countries
Country Area(‘000ha) Production(‘000 Productivity % Share in the
Tons) World
China 871235 41879684 48.1 28
India 865000 16826000 19.5 11
USA 159200 12902000 81.0 9
Turkey 304000 10052000 33.1 7
Egypt 216385 8544990 39.5 6
Italy 118822 6024800 50.7 4
Iran 146985 5256110 35.8 3
Spain 58300 4312700 74.0 3
Brazil 60772 3691320 60.7 2
Mexico 98189 2997640 30.5 2
Others 1683550 38026569 22.6 2
World Total 4582438 150513813 32.8 100
Source: Indian Horticulture Database, 2011
Percent Share of countries in Tomato

Mexico
Brazil 2% Others
2% 25% China
Spain 28%
3%
Italy Iran
4% 3%
India
Egypt 11%
Turkey USA
6%
7% 9%
Fig. 1.1 Percent share of countries in tomato
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1.2.2) Indian Scenario:

Table 1.2 State wise Area, Production and Productivity of Tomato
Production in (000’ MT
Area in 000’ ha Productivity (ha/MT)
) % Share of
State
2008-09 2009-10 2010-11 Production
Area Prod. Pdy. Area Prod. Pdy. Area Prod. Pdy.
Andhra
74.10 1408.10 19.00 87.00 1652.10 19.00 296.30 5926.20 20.00 35.22
Pradesh
Karnataka 53.40 1573.80 29.50 48.30 1580.00 32.70 51.20 1756.70 34.30 10.44
Orrisa 101.10 1360.50 13.50 102.90 1394.70 13.60 96.60 1367.20 14.10 8.13
Maharashtra 33.00 732.30 22.20 50.00 1112.50 22.30 52.00 738.00 14.20 4.39
West Bengal 52.30 999.70 19.10 53.50 1050.00 19.60 54.10 1063.70 19.60 6.32
Bihar 46.40 1037.20 22.40 46.50 1043.70 22.40 46.80 1056.20 22.60 6.28
Gujarat 30.50 746.20 24.40 33.80 841.30 24.90 38.80 978.40 25.20 5.81
Chhatishgarh 39.20 420.40 10.70 41.30 600.60 14.50 42.90 627.90 14.60 3.73
Tamil Nadu 0.00 0.00 0.00 26.10 519.10 19.90 27.20 580.60 21.40 3.45
Jharkhand 21.80 436.10 20.00 21.80 436.20 20.00 22.30 401.60 18.00 2.39
Others 147.20 2434.70 16.50 123.20 2203.00 17.90 136.60 2330.00 17.10 13.85
Total 599.10 11148.80 18.60 634.40 12433.20 19.60 864.90 16826.40 19.50 100.0
Source: National Horticulture Board, 2011
State Wise Tomato Production

Jharkhand
2%
Others
Tamil Nadu 14% Andhra
4% Pradesh
Chattisgarh
4% 35%
Gujarat
6%
Bihar
6%
West Bengal
6% Maharashtra Karnataka
4% Orissa
11%
8%
Fig. 1.2 State wise tomato production
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1.2.3) Gujarat Scenario

Table 1.3 Area, Production productivity of Chilli in Gujarat
Year Area(00ha) Production(00MT) Productivity(MT/ha)
2007-2008 2960 888000 30.00
2008-2009 3040 98800 32.5
2009-2010 3192 111720 35
2010-2011 3511 126396 36.00
2011-2012 3567 129940 36.43
1.3) Chilli
Chilli is considered as one of the most important commercial spice crops and is
widely used universal spice, named as wonder spice. Different varieties are cultivated
for varied uses like vegetable pickles, spice and condiments. Chilli (botanically
known as Capsicum annuum L.; Capsicum frutescene L.), also called red pepper
belongs to the genus capsicum, under the solanaceae family. It is believed, to have
originated in South America. Chillies are referred to as chillies, chile, hot peppers,
bell peppers, red peppers, pod peppers, cayenne peppers, paprika, pimento, and
capsicum in different parts of the world Chillies are integral and the most important
ingredient in many different cuisines around the world as it adds pungency, taste,
flavor and color to the dishes
It is one of the most important commercial crops of India. It is grown almost
throughout the country. There are more than 400 different varieties of chillies found
all over the world. It is also called as hot pepper
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1.3.1) Countries by Chilli Production
World chilli production is primarily concentrated in South Asian countries to an

extent of about 55% of total world production. India is the single largest producer
contributing for about 38% followed by neighbors China with 7%, Pakistan and
Bangladesh contributing for about 5% each. Rest of the output is spread across South
American countries and African countries.
Country wise Chilli Production

Vietnam
Ethiopia 2%
2% Others
29%
Myanmmar
3%
Thailand
4%
Peru
5% India
Bangladesh 38%
5% Pakistan
5% China
7%
Fig. 1.3 Country wise chilli production
1.3.2) State wise Production of Chilli

India is not only the largest producer but also the largest consumer of chilli in the
world. The production of Chilli in India is dominated by Andhra Pradesh which
contributes nearly 57% to the total production. Karnataka is the second largest
producer contributing 12% to the total production followed by Orissa (5%), West
Bengal (5%), Maharashtra (4%), and Madhya Pradesh (3%)
Chilli is a universal spice of India. It is cultivated in all the States and Union
Territories of the country
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State wise Chilli Production

Tamil Nadu Others
2% 9%
Gujarat
3%
Maharshtra Andhra
3% Odisha Pradesh
4% 57%
Madhya Pradesh
6%
West Bengal
6%
Karnataka
10%
Fig. 1.4 State wise chilli production
1.3.1) Gujarat Scenario

Area, production and productivity of chilli have increased during last five years. The
area and production of chilli was 33510 hectares and 112058 MT, respectively, during
2007-08 and it increased 43395 hectares and 262011 MT during the year 2011-12
(Anon., 2011b). This shows 29.50 per cent increment in area and 133.82 per cent
increment in the production of chilli (Table 1.2).
Table 1.4 Area, Production productivity of Chilli in Gujara

Year Area Production Productivity
2007-2008 33510 112058 3.34
2008-2009 33260 137992 4.14
2009-2010 34394 192469 5.59
2010-2011 38670 223020 5.77
2011-2012 43395 262011 6.04
Source: Directorate of Agriculture, Gandhinagar, Gujarat
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Table1.5 Districts-wise area and production of green chilli in Gujarat
District 2009-2010 2010-2011 2011-2012 Triennium Average

A(ha) P(MT) A(ha) P(MT) A(ha) P(MT) A(ha) P(MT)
Banaskantha 3200 7360 3800 9120 4127 13652 3709 10044.00
Dang 1150 9200 1260 10395 1270 10400 1226.67 9998.33
Gandhinagar 1738 26070 1855 27825 1910 29128 1834.33 27674.33
Jamnagar 1630 4646 1600 4960 1670 5344 1633.33 4983.33
Junagadh 1919 4216 2553 4101 2580 4334 2350.67 4217.00
Kheda 1300 3900 1495 4485 1525 4575 1440.00 4320.00
Anand 4750 11875 4820 12050 5000 12500 4856.67 45141.67
Rajkot 2165 23815 2965 32615 2940 32615 2690.00 29681.67
Vadodara 4624 18496 5086 21615 5115 21785 4941.67 20632.00
A=Area, P=Production
Source: Directorate of Agriculture, Gandhinagar, Gujarat (2011)
2.1) Profile of Anand & Baroda APMC
The details of APMC Anand have been presented in table 3.2.21; the
market is established in the year 1948. The APMC served about
population of 500000 which covers around 48 villages
Table1.6 General Information of APMC Anand
City Anand
Full Postal Address Sardagunj At post-Anand
Telephone No. with STD 02692-259343
Code
Year of establishment 1948
Population Served 500000
Geographical area served 48
by Market
(No. of Villages etc.)
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Table 1.7Administration of APMC Anand

Administration
Controlled/Uncontrolled Controlled
Year of Regulation 1948
Name of the Market Legislation
Whether Elected
Elected/Nominated/Superseded
APMC
Name of Chairman Ranjitbhai.K.Patel
Address of Chairman Patel Bhuvan Suvarna Khadhki
At Post-Sarsa (388365)
Telephone No. of 02692-272155
Chairman/Administrator
Name of Secretary Darshakkumar.B.Patel
Address of Secretary 63 Swaminarayan Soc. Beh.
Sardar Gunj Anand - 388001
Telephone No. of Secretary 02692-255907
Name of Officer-in-Charge of Darshakkumar .B.Patel
Market Information
Address of Officer-in-Charge of 63 Swaminarayan Soc. Beh.
Market Information Sardar Gunj Anand - 388001
Telephone No. of Officer-in- 02692-255907
Charge of Market Information
Uncontrolled, Name of Owner APMC ANAND
and Management
The details of APMC Padra, Baroda have been presented in table 3.2.21;
the market is established in the year 1958. The APMC served about
population of 500000 which covers around 48 villages
Table 1.7General Information of APMC, Padra
General Information of APMC, Padra

1 City : Padra
2 Address : Agricultural Produce Market
Committee, Padra, Dist. Baroda
3 Email : apmc_padra@rediffmail.com
4 Telephone No. with STD : 02662 222234
Code
5 Population Served : 1000
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Table 1.7Administration of APMC Baroda
Administration
Controlled/Uncontrolled Controlled
Year of Regulation 1958
Name of the Market Legislation
Whether Elected
Elected/Nominated/Superseded
APMC
Name of Chairman Mr. Kashyap Jani
Telephone No. of 02662 222234
Chairman/Administrator
Name of Secretary Shri A.B. Patel
E-Mail apmcvadodara@nic.in
Telephone No. of Secretary 02662 222234
Uncontrolled, Name of Owner APMC Baroda
and Management
2) OBJECTIVES OF STUDY
1) To calculate Producer’s share in Consumer Rupee

2) To measure the marketing Efficiency
3) To calculate marketing cost, and price spread of chilli and tomato in Baroda and
Anand District through APMC
2.1) Limitations of study
 The coverage of study area was limited. This is due to the fact that coverage of
large area is beyond the capacity of investigator
 The primary data collected for the study were entirely based on memory of the
cultivators because cultivators do not keep any records regarding their farm
practices.
 The number of Farmers are limited by twenty in each of the two district,
Hence, the generalization of research result can be only made for study area.
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2.2) Significance of Study
The study is expected to throw some light on marketing pattern like disposal pattern,
marketing cost incurred at each level of the channel, marketing efficiency of both the
markets.
3) REVIEW OF LITERATURE
Around 32 different literature reviews were collected related to the title of our project
Marketing channels, marketing cost, price spread, marketing efficiency, market

infrastructure, logistics problem for the produce, supply chain management, and
producer’s share in consumer’s rupee have already been studied in different regions
like Karnataka, Punjab, etc. by different researchers.
Pundir et al. (2016) conducted a study that was carried out to estimate the price
spread and marketing efficiency in the marketing of cauliflower in different channels
by using different tools such as price spread, marketing costs, marketing margins and
marketing efficiency. As cauliflower is a market oriented crop, on an average about
93 per cent of production was marketed, while negligible portion was utilized for
other purposes. The producer to wholesaler-cum-commission agent to retailer to
consumer was the major marketing channel as more that 50 per cent of cauliflower
moved through this route. The total cost in marketing of cauliflower per quintal was
Rs. 337.85 which was 43.19 per cent of the consumers’ rupee. Amongst it the highest
marketing cost was observed in retailers which accounted for as (Rs.129.25) followed
by wholesaler-cum-commission agent (Rs.70.63) and growers (Rs.19.35) per quintal.
G.Nethravati, Krunal Gulkari and V.T.Onima The efficiency of marketing for

fruits and vegetables in India has been of significant concern in the recent years. Poor
efficiency in the marketing channels and inadequate marketing infrastructure are
believed to be the cause of high and fluctuating consumer prices. This paper analyses
the consumer preference across selected marketing organizations for purchasing of
fruits and vegetables. Karnataka enjoys a prominent position on the horticultural map
of India. The following four marketing organizations were considered for the study,
Co-operative marketing systems (HOPCOMS), retailers marketing systems (Subiksha
and My Greens) and direct marketing systems (Rythu Bazaar). The study was
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conducted in Bangalore urban and rural districts of Karnataka with the sample size of
40. Consumer fruit and vegetable purchasing habits are affected by various
demographic, socioeconomic and socio-cultural factors along with the product, price,
distribution channel, and advertisement. Diversified and alternative supply chains
offer so many advantages to consumers in fruit and vegetable markets. Consumers
prefer different outlets for purchase of fruits and vegetables because of their personal
differences that are formed by the effects of demographic, socio-economic and socio-
cultural factors.
Saurav Negi1 & Neeyraj Anand studied The entire supply chain of Fruits and
Vegetables in India is laden with various issues and challenges. To list the possible
challenges and suggest a way forward, there is a need to study the supply chain of
Fruits and Vegetables sector in India. So the purpose of this paper is to discuss the
supply chain of fruits and vegetables sector in India and explain the issues which are
affecting it. Authors also suggested the corresponding mitigation strategies to
overcome the identified issues and challenges.
Design/methodology/approach-Descriptive research has been used for this study. The

supply chain of Fruits and Vegetables sector has been explained and attempt has been
made towards identifying the issues affecting the supply chain of the sector. The
present study undertakes a thorough review of basic and contemporary literature
available and tries to explain the factors affecting the supply chain of Fruits and
Vegetables sector in India.
The literature has been divided into various themes according to the issues in the
supply chain and an investigation has been attempted to identify various factors
affecting the supply chain.
Vasant P. Gandhi and N.V. Namboodiri concluded there has been concern in the
recent years regarding the efficiency of marketing of Fruits and vegetables in India. It
is believed that poor efficiency in the marketing channels and Poor marketing
infrastructure is leading not only to high and fluctuating consumer prices, but Also to
only a small proportion of the consumer rupee reaching the farmers. The paper
examines regulated wholesale markets for fruits and vegetables in the Ahmedabad
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city area, a large city of 4.5 million in western India. The markets were established to
facilitate and improve the marketing efficiency. The paper studies their infrastructure,
operation and status, and the value chain - from farmer to wholesaler to retailer to
consumer. A variety of facilities and services are provided at the three regulated
wholesale markets studied. The ratings by Farmers, commission agents and retailers
indicates that location is the most important, followed by go-down facility, yard
maintenance, weighing, price display, and banking facilities. Analysis of the data on
the system of sale followed indicates that use of open auction as a system of market
transaction is very limited and most of the exchanges take place through
Secret bidding or simple transactions. Significant marketing efficiency losses may be

taking place due to this. Analysis of marketing costs indicates that on an average they
hover around 8 per cent of the consumer price for vegetables and around 11 to 15 per
cent for fruits. Among different cost components, transport cost and commission are
the most important. Analysis of prices at different levels indicates that overall the
average share of the farmers in the consumer price is only around 48 per cent for
vegetables and 37 per cent for fruits. A study of the profit margin after accounting for
explicit marketing costs shows that the margin is frequently as high as 80 to 90
percent as a percentage of the farmer-consumer price difference. This may indicate
significant imperfections and poor marketing efficiency. The study indicates that the
regulated wholesale markets can help in improving the efficiency by measures such as
increasing the direct contact with the farmers, increasing the number of buyers and
sellers in the market, promoting the use of open auction at the market, and improving/
adding facilities and services such as go-down, cold storage, weighing, and
transparency and access to internal and external Market information.
Vasant P. Gandhi and N. V. Namboodiri studied that There has been concern in
recent years regarding the efficiency of marketing of fruits And vegetables, and that
this is leading to high and fluctuating consumer prices and only a Small share of the
consumer rupee reaching the farmers. Marketing of horticultural crops is Complex
especially because of perishability, seasonality and bulkiness. The study seeks to
Examine different aspects of their marketing, focusing particularly, on the wholesale
markets For fruits and vegetables which have been established to overcome
deficiencies and improve The marketing efficiency. Results indicate that in
Ahmedabad the direct contact between Commission agents and farmers is very low.
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For vegetables this is 50 percent and for fruits Only 31 percent. Further, in the system
of transaction, secret bidding and simple transaction Dominate and open auction is
relatively rare. In KFWVM, Chennai, the wholesalers act as Commission agents and
receive consignments directly from producing centers through agents or producers.
By and large the system of transaction remains traditional and open auction is Rarely
seen. This is one major reason for poor efficiency. However, in the small AUS market
in Chennai, the farmers sell directly to consumers. The share of farmers in the
consumer rupee in Ahmedabad was 41.1 to 69.3 percent for vegetables and 25.5 to
53.2 percent for fruits. In Chennai KFWVM, the farmers' share was 40.4 to 61.4
percent for vegetables and, 40.7 to 67.6 Percent for fruits. In the small AUS market in
Chennai, where the farmers sell directly to the Consumers, the share of farmers was as
high as 85 to 95.4 percent for vegetables. This indicates that if there are few or no
middlemen, the farmers’ share could be much higher. In the Kolkata Market the share
of farmers ranged from 45.9 to 60.94 percent for vegetables and 55.8 to 82.3 Percent
for fruits. Thus, the shares are frequently very low, but somewhat better in Chennai,
lower in Kolkata and even lower in Ahmedabad. The margin as a percentage of
farmer consumers price difference (an efficiency measure) shows that in Ahmedabad,
the margins are Very high and range from 69 to 94 percent. In Chennai they range
from 15 to 69 percent, and in Kolkata they range from 46 to 73 percent. The high
percentage of margin to farmer-consumer Price difference is indicative of large
inefficiencies and relatively poor marketing efficiency. There is great need to improve
the marketing of fruits and vegetables. One important measure Would be to bring
more markets under regulation and supervision of a well-represented market
committee. Another measure would be the promotion and perhaps enforcement of
open auctions in the markets. Yet another measure could be efforts to bring more
buyers and sellers into the markets, bringing them closer to perfect markets. The
direct participation of farmers should be increased. Market infrastructure should be
improved through storage (go-down) facilities, cold storages, loading and weighing
facilities. Improvement in the road network, and cold-chain facilities are also of
substantial importance. Greater transparency of the operations through supervision
and systems can also help substantially. The market integration and efficiency can
also be improved by making up-to-date market information available to all
participants through various means, including a good market information systems,
internet and good telecommunications facilities at the markets.
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M. Prem Kumar a study on problems of marketing vegetables in farmers market.

Horticultural development had not been a priority until recent years in India. It was
later In the post 1993 period that focused attention was given to horticulture
development through an Enhancement of plan allocation and knowledge-based
technology. Despite of this decade being a period of “golden revolution” productivity
of the horticultural crops has increased only marginally from 7.5 tonnes per hectare in
1991-92 to 8.4 tonnes per hectare in 2004-05 (NHB, 2005 In 2005total area under
fruits and vegetables had been 11.72 million hectares and total production had been
150.73 million tones (NHB, 2005). Of the 456 million tons of vegetable produced in
the world, India’s share is 59 million tons. All taken together, India’s share of the
world’s vegetable market is 17 per cent. Presently, the horticultural crops cover 13.6
million hectares, i.e. roughly 7 per cent of the gross cropped area and contributes 18-
20 per cent of the gross value of India’s agricultural output. India is the second largest
producer of fruits and vegetables in the world next only to China and accounts for
about 16% of the world’s production of vegetables and 10% of world’s fruits
production. Annual area and production growth under fruits and vegetables in the
period 1991-2005 was 2.6 per cent and 3.6 per cent respectively in India. Share of
fruits and vegetables in total value of agricultural exports has increased over years
from 9.5 per cent in 1980-81 to 16.5 per cent in 2002-03. But we are still lagging
behind in actual exports of these produce. For example, India produces 65 per cent
and 11 per cent of world’s mango and banana, respectively, ranking first in the
production of both the crops. Yet our exports of the two crops are nearly negligible of
the total agricultural exports from India. It is a known fact that horticulture sector in
India is constrained by low crop productivity, limited irrigation facilities and
underdeveloped infrastructure support like cold storages, markets, roads,
Transportation facilities etc. There are heavy post-harvest and handling losses,
resulting in low productivity per unit area and high cost of production. However, on
the other hand India’s long growing-season, diverse soil and climatic conditions
comprising several agro-ecological regions provide ample opportunity to grow a
variety of horticulture crops. Thus, efforts are needed in the Direction to capitalize on
our strengths and remove constrains to meet the goal of moving towards a horticulture
lead agricultural growth in India. The foreign trade policy 2004-09 emphasized that to
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boost agricultural exports. This paper deals with vegetables marketing in Tamil Nadu.
It outlines the issues on vegetables marketing. This paper makes an analysis of
problems of vegetables marketing in Tamil Nadu on the basis of ratings of the
vegetables growers.
K.S. Jadav, A.K. Leua* and V.B. Darji studied the different approaches of supply
chain of potato and analyzed their efficiency and constraints faced by vegetable
growers of middle Gujarat. The district, talukas and villages from the study area were
chosen purposively by adopting multistage sampling technique. A sample of 200
potato growers spread over ten villages of three talukas of Anand and Kheda districts
of middle Gujarat were selected for the detailed inquiry. The results revealed that of
the total production of potato, the marketable surplus was 91.93% and about three
fourth of total quantum was dispatched to distant markets by the sample growers. The
Producer -Wholesaler – cum – Commission agent - Retailer - Consumer – was the
major marketing channel as more than 60% of marketed surplus moved through this
route. The major marketing constraints faced by the vegetable growers were of higher
production expenditure, higher price fluctuation, lack of marketing information and
lack of transportation facilities. To overcome the problems, the provision of cold
storage facilities to the farmers at village level, adequate transport facilities for the
movement of vegetables from the places of production to various market centers,
dissemination of market information to the farmers, establishment of vegetable co-
operative marketing societies and fixation of minimum/maximum prices of vegetable
Snehal Mishra, Rakesh Singh and O.P. Singh studied the economic analysis of
marketing of different vegetables in Varanasi district of Uttar Pradesh. India is second
largest producer of fruits and vegetables in world. India produces about 14% of
world’s vegetables from 15% world’s area. The vegetable productivity in India is less
than the world average productivity. Nearly 30-40% vegetables were wastage during
the supply chain i.e. reaching from producer to consumer. Most of the marketing of
vegetables in India is done in unorganized sector and very little quantity is marketed
through organised sector. Present study was an attempt to study the marketing
channels and to examine the marketing efficiency of organized retail chain. The
Varanasi district of Uttar Pradesh was selected purposively for the present study.
Spencer retail Bhelupur was selected purposively. A total of 45 farmers, 4
intermediaries, one retailer and 60 consumers were selected. Vegetables viz tomato,
19 | P a g e
cabbage, pea, okra and brinjal were selected for the study. Among the organized
supply chain i.e. channel II, the cost incurred per kg of vegetables was much lower
than the cost incurred in the traditional supply chain i.e. channel I. In channel – I, the
net return and marketing efficiency was higher for channel II than channel I for all the
vegetables under study. At the same time organized supply chain was found to be
smallest price spread. Hence organized supply chain (channel – I) was found more
efficient as compared to unorganized supply chain (Channel – II). Hence it is
advisable to the farmers to sell their produce through modern supply chain i.e.
channel II as it is more efficient because the commodity was purchased directly from
the producer. However due to APMC Act Spencer retail was not permitted to procure
commodities directly from the farmers. Therefore it was suggested that policy reform
should be done to facilitate direct marketing.
Patel Amitkumar Amrutlal studied researcher has explained the rational for
selecting the topic for the study. The detail about the weaknesses of the Indian
agricultural supply chain was furnished. Researcher has explained the importance of
the supply chain management practices for building competitive advantage of Indian
agricultural sector, in the wake of liberalization of Indian economy and its efforts to
integrate with global economy. This chapter also explained concepts of agricultural
marketing and its system, historical development of agricultural marketing system in
India and Gujarat and growth of regulated markets in last ten, five years planning of
Indian economy. Chapter also included the details about the number of Agricultural
Produce Market Committees (APMC), main market yards and sub market yards in
Gujarat, its functions, constitution of committee and total arrivals and transaction
value of all commodities in all the market yards of Gujarat. Growth and development
of APMCs in Gujarat and particularly in North Gujarat was noticeable as well as most
of the market-yards functioning very well. Market yards of North Gujarat were very
well known for the commodities they were trading in. Moreover there was no
previous study conducted about the supply chain management practices of APMCs in
North Gujarat in particular and Gujarat in general.
Mitul Deliya , Chanduji Thakor and Bhavesh Parmar studied differentiator in

Marketing of fresh fruits and Vegetables from Supply Chain Management Perspective
20 | P a g e
In today’s competitive marketplace the pressure on organizations to find new ways to

shape and deliver value to customer grows ever stronger. Gradually, in emerging
economies as well as developments markets, the power of the seller has overtaken that
of the customer. Supply chain Management not only helps in cutting costs, but also
adds to maintain and improve The Quality of fruits and vegetables marketed. In
marketing fruits and vegetables, which are Perishable in nature, supply chain plays a
crucial role. The very nature of land holding by the farmers, Varied climate
conditions, production spread over wide geographical area, mainly in remote villages,
diversified consumptions patterns and poor infrastructure makes SCM for fruits and
vegetables complicated. In India, SCM is at its growing stage in marketing of Fruits
and Vegetables. Marketing of Fruits and Vegetables are challenging because of the
perishability, seasonality and bulkiness and consumption habits of the Indian
Consumers. In addition to this, poor infrastructure, poor equity in SC and
conventional small scale unorganized retailers, make state of the art supply chain
challenging in the present scenario. The Indian retail market is mainly dominated by
unorganized retailers. The unorganized retailers are homogeneous group. Recent
development in retailing is the entry of large number of organized retailers. Current
supply chain catering mainly to the unorganized retailers is riddled with number of
drawbacks. As per this paper important drawbacks of the current supply chain are
number of intermediaries, high level of wastage, quality degradation, poor
infrastructural facilities and high cost. Government and private operators have to join
hands to improve the physical infrastructure, information sharing and the service
required for quality improvement of the supply chain.
Vipul Chandra Tolani and Huzefa Hussain studied the strategic change in the
model of fruits and vegetables supply chain Vegetables, fruits play a vital role for the
existence of people and also a very influencing role in the economy of India. The
traditional retailing of vegetables is not much organized, about 97% of the total
market is extremely localized and highly fragmented with large number of
intermediaries. The long transport process from the growers to the final consumer
occurs the wastage of 10-12% of total in addition to the transportation cost. This
increases the cost of fruit and vegetable for the final customer also hampers the
quality. The food supply chain needs the attention of the academics, the industry and
the Government. In the traditional business model; wholesalers are intermediaries and
21 | P a g e
a predominant link in the retail vegetable logistical chain. In General, all the retailers
are inevitably dependent on the local wholesales market. The Major constraints are
poor transport facilities, non-availability of large scale cold storage, no clean policy
guidelines from government and fragmented and small Farmers. The inefficiencies
discussed in the above study have to be handles more carefully. The factors which
affect the supply chain also have to be monitored and development To improve the
supply chain efficiency has to be carried out in India. Working with Suppliers on
different issues not only generates significant environmental benefits, but Also
opportunities for cost containment and enhanced quality of product.
C. Ganeshkumar1, M. Pachayappan2, G. Madanmohan3 studied Agri-food

Supply Chain Management The purpose of this paper is to present a critical review of
prior literature relating to agri-food supply chain management. An in-depth analysis
has been carried out to identify the influential information from the literature. This
paper has identified gaps to be explored about agricultural supply chain management
(SCM) practices which may be used by researchers to enrich theory construction and
practitioners may concentrate on establishing the extent and frontiers of agri-food
SCM. This research work is the first attempt to make a critical literature review of
available literature on agri-food SCM practices for developing countries like India.
The research articles and other materials related to the agri-food supply chain
management were collected from online data bases like Scopus, EBSCO and Google
Scholar for the period of 10 years (2006-2016). The study performs content analysis
and is followed by descriptive analysis. In the next phase, the literature in the field of
agri-food supply chain management is classified into four broad categories viz.
general literature review of agri-food supply chain, policies affecting the segments of
agrifood supply chain, individual segments of agri-food SCM (structure of supply
chain segments and conduct of supply chain segments) and performance of supply
chain segments. These four categories are comprehensively reviewed and elaborated
the research gap in the literature based on agri-food supply chain management.
Finally, potato supply chain of India is considered as a case example for
comprehensive analysis and elaborated in detail.
22 | P a g e
Rakesh Patidar, Imtiyaz Khan & Arun Sharma studied supply chain Management
In this paper author highlighted Supply Chain Management in agriculture marketing
and implemented throughout the chain to guarantee optimal chain performance. This
paper author compares traditional marketing of Indian Agriculture marketing and
proposed methodology of Agriculture marketing using supply chain Management.
Rais M1 and Sheoran A2 India is the world largest producer of many fruits and
vegetables but there still exist huge gap between per capita demand and supply due to
enormous waste during post-harvest storage and handling caused by improper
bagging without crating, lack of temperature controlled vehicles, unavailability of
cold chain facilities in various parts of country for preserving the produce, along with
significant processing of the agricultural produce which results in immense losses to
the nation. Hence a proper supply chain management in fruits and vegetables has to
be improved in all the stages of the supply by adopting best global practices in
storage, packaging, handling, transportation, value added service etc. to meet the
country’s demand of fruits and vegetables. As per this paper important drawbacks of
the current supply chain are high level of wastage, quality degradation, poor
infrastructural facilities and high cost. Government and private operators have to join
hands to improve the physical infrastructure, information sharing and the service
required for quality improvement of the supply chain.
Tara Shankar, K.M. Singh and Shudhakar Dwiwedi The green revolution is one
of the greatest successes that the country has observed and resultantly achieved self-
sufficiency and a good degree of stability in food grain production. However, the
country still faces the challenges of comprehensive food security and malnutrition,
Thus, vegetables will play an important role by contributing adequate vitamins,
carbohydrates, minerals, fibres etc. but it is a known fact that horticulture sector in
transportation facilities etc. There are heavy post-harvest and handling losses,
resulting in low productivity per unit area and high cost of production. Analysis
shows, there is an inverse relation between the farm size of the respondents and their
overall problems of marketing vegetables in farmers’ market. It could be noted that
23 | P a g e
higher their farm size, lower their overall problems of marketing vegetables in
farmers’ market and the vice versa. It is noted that there is an inverse relation between
the caste status of the respondents and their overall problems of marketing vegetables
in farmers’ market.
Usha Rani Gori, Sheela Kharkwal study was conducted to compare the structure of
two principal markets of fruits and vegetables in Uttarakhand and to assess the
marketing efficiency, price spread and farmer’s share in consumer’s rupee for sample
commodities arriving in these markets.
Methods/Statistical analysis: Out of total 16 functional fruits and vegetables markets

of Uttarakhand, two principal markets i.e. Haldwani from Kumaon and Dehradun
from Garhwal were selected for the study. Major fruits and vegetables were selected
on the basis of quantity of arrival and continuity of arrival throughout the year.
Performances of markets were compared on the basis of marketing cost, marketing
margins, marketing efficiency index, Price spread and Producer’s share in consumer’s
rupee.
Findings: The proportion of marketing costs incurred by producers ranged between

38 to 58 per cent of the total marketing costs of different commodities. Considering
marketing efficiency index, Dehradun was found more efficient in marketing potato,
tomato and cabbage while Haldwani market was more efficient in apple marketing.
The price spread in case of apple was very high (105 to 116%), while it was lowest in
case of potato. The producer’s share in consumer’s rupee varied between 32 to 59 per
cent for selected commodities and was highest for potato (about 58.81%) in Dehradun
market. On the other hand the producer’s share in consumer’s rupee in case of apple
was lowest in Dehradun market.
Application/Improvements: There existed wide variations in the share of producer

in consumer’s rupee (38 to 59%) as well as high Price spread. Therefore, there is need
to regularize the activities of marketing middlemen so that these can be minimized.
Hena Imtiyaz and Peeyush Soni study was carried out in Allahabad district, Uttar
Pradesh, India during November, 2011 to March, 2012 to evaluate the existing
marketing supply chains of fresh tomato, cabbage and cauliflower (SC1: Producer –
24 | P a g e
Consumer; SC2: Producer - Retailer – Consumer; SC3: Producer - Commission agent

- Retailer – Consumer and SC4: Producer - Commission agent - Wholesaler - Retailer
- Consumer). The marketing supply chains had significant effect on net marketing
price of producer, ne profit of producer, total marketing cost, total marketing loss,
total net marketing margin, marketing efficiency, producer share in consumer price
and consumer purchase price of fresh tomato, cabbage and cauliflower. The gross
marketing price, net marketing price and net profit of producer for fresh tomato,
cabbage and cauliflower were significantly higher in marketing supply chain SC1,
followed by SC2, SC3 and SC4. The marketing cost, marketing loss, marketing
margin and consumer purchase price for tomato, cabbage and cauliflower were
significantly higher in marketing supply chain SC4, followed by SC3, SC2 and SC1.
The standardized beta co-efficient revealed that commission charges for marketing of
tomato, cabbage and cauliflower was the most important factor, which influenced the
marketing cost, followed by transportation, rent, electricity and labor, packaging and
loading and unloading expenses. Marketing efficiency and producer share in
consumer price for tomato, cabbage and cauliflower were significantly higher in
marketing supply chains SC1, followed by SC2, SC3, and SC4. The results revealed
that the net profit of the producer, marketing efficiency and producer share in
consumer price decreased significantly; whereas marketing cost, marketing loss and
consumer purchase price increased significantly with the increase in number of
intermediaries in marketing supply chains. In order to provide higher net profit to
producer and competitive price to consumer for tomato, cabbage and cauliflower, it is
important to introduce single window marketing system as well as provide better
facilities for storage, transportation and marketing of tomato, cabbage and
cauliflower.
Ashish Kumar Isher, Shudhakar Dwivedi and Shaiq Jeelani Narwal Mandi,
Jammu – one among the three fruit and vegetable terminal markets in Jammu and
Kashmir (the other two being Parimpora, Srinagar and Nowpora, Sopore) and is
situated in the southern area of Jammu city. The research incorporated both the
primary as well as secondary data collection methods. In the research 26 carrying and
forwarding agents were selected through purposive sampling for the collection of
primary information with the help of structured schedule and the secondary
25 | P a g e
information was collected from Directorate of Horticulture (Planning and Marketing),

Jammu and APMC Narwal, Jammu.
B.M. MEHTA AND MADHURI SONAWANE studies the marketing practices of

farmers of Surat district of Gujarat state. The study has revealed many interesting
observations on the marketing of vegetables and some critical aspects relating to the
marketing operations. In the surrounding villages of Surat, vegetable cultivation plays
an important role in the economy. The price spread in different channel has been
analysed in order to get the idea of efficiency of the existing channels. Majority of
farmers are presently using APMC (commission agent) to sell their produce and in
this channel they are receiving 57 per cent of price paid by consumers. In the existing
system perishability of the produce, breakage and spoilage, grading, transportation,
storage, unfair and wasteful trade custom, seasonal demand and supply are the major
limiting factors which affect the marketing cost of the produce. Since a multiple
functionaries are present in the supply chain, the producer is loaded with multiple
costs and margins. It was observed that there was wide variation in the price paid to
the farmers for their produce.
Tanay Kumar and Prof. Anirudha Joshi Information technology can bring about
considerable change in the way systems work in India. Especially systems in which
the rural economies cater to the urban consumers for e.g. agro products, vegetables,
milk sectors etc. The paper proposes to organize the vegetable market and bring about
a change in the way things work. Milk, one of the products that is highly dependent
on the rural section of the country has developed into such an efficient system that
ensures that every household in the country gets fresh milk early in the morning with
all due remuneration to the producers. The paper proposes on interface for the
consumers/buyers of vegetables. The main challenge for the system is to intervene
starting with the current set up and incrementally bring the benefit of improved
efficiency
Paridhi Bhandari , Dr. A. K. Mishra: Indian economy is primarily an agricultural

economy. The very existence of economic activities of the entire people is related to
26 | P a g e
the state and health of this sector. India ranks second worldwide in farm output.
Agriculture and allied sectors like forestry, logging and fishing accounted for 14.0%
of the GDP in 2011–12, employed 58.00% of the total workforce. Hence the level of
efficiency and productivity in agriculture more or less determines the efficiency of
Indian economy. Marketing of agricultural produce is considered as an integral part of
agriculture. Indian farmers are facing some problems in marketing and selling of their
agricultural produces because of the long and complicated channel of distribution and
malpractices present in markets. For solving the problems of farmers, to support them
and to safeguard the interest of the farmers, APMC (Agricultural produce marketing
committees) were constituted. Agricultural Produce Market Committees constituted
as per APMC Act manages the markets. with a view to regulate the marketing of
agricultural produce in market area The Chhattisgarh Agricultural Marketing Act of
agricultural produce is regulated and infrastructure is developed under Krishi Upaj
Mandi Adhiniyam 1972 (Act No. 24 of 1973).Amendments were made on notification
no./krishi/mandi/D/2006/15/14-3 dated on 16-12-2000. Since year 2000 APMCs are
working in Chhattisgarh. This paper talks about the financial performance of APMCs
of Dhamtari district, farmers views and satisfaction level towards the facilities
provided by these APMCs
U.B. SANGOLKAR The present investigation was conducted in Wardha district of

Maharashtra to examine the producer’s share in consumer rupees its and market
efficiency. The study was based on primary data obtained from 45 banana growers, 10
commissions agents, 10 wholesales and 10 retailers. Descriptive statistics was used to
analyse the data. The study revealed that there were only one major channel of
marketing involving commission agent, wholesalers and retailers through which the
fresh banana moved from producers and consumers. This channel was found to less
share to producers in consumers rupee (42.40%) and efficient with an market
efficiency index of 2.32. The analysis of price spread and marketing margins revealed
that 243.60/tonne, while wholesalers accounted for 380/tonne and retailers accounted
comparatively more for 2357.51/tonne. The price spread was higher at the stage
retailing presumably due to higher marketing costs and profits.
27 | P a g e
UPASANA MOHAPATRA and SUVASHREE R PRUSTY study analysed

different aspects of marketing of tomato, cauliflower and cabbage in Dhenkanal
district of Odisha with the objectives to estimate the marketable and marketed surplus
in the study area in various size groups of farmers and to calculate the price spread
and marketing efficiency. A sample of forty farmers was interviewed of which
nineteen were marginal, fifteen small and six large. The marketed surplus was highest
for marginal farmers in all the three selected vegetables viz tomato, cauliflower and
cabbage with corresponding figures of 98.06, 99.29 and 99.36 per cent respectively.
The producer’s share in consumer’s rupee and marketing efficiency were highest in
Channel-I (producer – consumer) among the three channels for all the three crops. It
was found that producer’s share in consumer’s rupee and marketing efficiency
increased with decrease in the number of market intermediaries. The study suggests
increasing marketed surplus through increase in production of farm by using
improved agricultural technologies
Neeraj, Akshay Chittora, Vinita Bisht and Vishal Johar India is one of the
important fruit and vegetable producing countries in the world. In production, it ranks
second after China in the case of both fruits and vegetables. India support more than
17 % of the population with only 2.4 % land share. At the global level, it appears that
we are slowly moving towards global food crisis. Recently published special report of
UN on the Right to Food estimated that nearly one billion people sleep without food
across the world, and among every six seconds a child dies of malnutrition. Over the
past few years, horticulture has made remarkable progress in terms of expansion in
area and production under different crops, increase in productivity, crop
diversification, technological interventions for production and post-harvest and
forward linkages through value addition and marketing. Fruits and vegetables account
for nearly 90% of the total horticulture production in the country. There are several
challenges namely tumultuous weather, seasonal cyclones, occasional drought,
demographic pressure, industrialization, urbanization and unprecedented use of
pesticides and compulsion for migration of rural masses to urban areas, especially for
their livelihood. Albeit, there has been a major change in various sectors of
horticulture, which resulted in enhanced production of horticulture recent years.
Horticulture is not merely a means of diversification but forms an integral part of
food, nutritional security and poverty alleviation, and also an essential ingredient of
28 | P a g e
economic security. India, like many other countries, is very concerned about food
security, thus rural development has become primary area of focus in the current
agricultural and horticultural development programs.
Sashimatsung , Giribabu , Lanusunep study is carried out on June-September 2011

to access production, market arrival, cost, price spread and efficiency of tomato in
Mokokchung District. Longkhum village was purposively selected for the study
because of high economics in tomato production. A sample of 50 farmers’ cultivating
tomato and 20 market intermediaries (10 retailers; 5 wholesalers; 5 Local traders) has
been selected on purposive random sampling technique. The marketable surplus was
206.69 quintals (91.23%) after retaining 19.85 quintal (8.78%) for family
consumption, religious payment and gift to friends and relatives. Marketed surplus
was 196.83 quintal (86.88 %). Losses due to mishandling, breakage and spoilage were
4.35 percent. The most effective marketing channel for tomato was channel III
(65.16%) followed by channel IV (20.4%), channel II (9.32%) and channel I (5.08%).
In channel I, producers incurred all the expenses went through streets as vendors and
sold the fresh tomato directly to the consumers. High marketing cost of local traders
are their expenditure on transport, packing, labour, loading, unloading,
communication, losses, tax, fees, and other miscellaneous cost. The producers share in
consumers’ rupee was highest in channel I (94%) and the lowest was in channel IV
(48.07%). Producers share is directly related to the number of market intermediaries
involved in the marketing of tomato. The percentage share of gross marketing margin
in consumers rupee was (6%), (27.78%), (43.78%) and (51.93%) respectively in
channel I, II, III and IV. Marketing efficiency ratio was found to be highest in channel
I.
Dr Gaurav Joshi study was undertaken to analyze marketed surplus and price spread
for Okra in Western Uttar Pradesh. Cluster sampling techniques was used to select the
sample villages and respondents. Primary data were collected by personal interview of
respondents. Simple statistical tools were employed to accomplish different objectives
29 | P a g e
of the study. The marketed surplus of the small category of farms have slightly higher
surplus than large, marginal and medium categories of farms. Their relative
proportion was 95.31 per cent, 94.88 per cent, 94.85 per cent and 92.76 per cent
respectively of the total production. The share of producer in consumer rupee is high
in channel were there are less number of intermediaries. The marketing cost incurred
by wholesaler in different channels were estimated 6.92 per cent,6.98 per cent and
8.29 per cent of the consumer price respectively and their corresponding net margins
were 9.76 per cent, 10.13 per cent and 12.78 per cent of the price paid by the
consumer.
Vikas Kumar, Vinod Kumar , Ashok Kumar , Sanjeev Kochewad and Mahendra
Sing The marketing of paddy covers a vast spectrum of activities including all the
functions and processes involved in the movement of the produce from the point of
production to the point of consumption. The district Etah, Uttar Pradesh was selected
purposively for the research work. Four market channels were selected for the study
of marketing channels, marketing costs, margins and producer’s share in consumer’s
rupee with the help of available data and information. In Channel-I, the producer had
paid ` 16 per quintal in the form of transportation, weighing, loading and unloading
etc. In channel-II, III and IV, the charges born by village traders, wholesalers and
retailers were ` 178.00, 169.10 and 143.10 per quintal in respective channels. The
marketing margins obtained by different agencies were ` 158.00, 133.00 and 113.00 in
case of channel-II, III and IV respectively. The consumer’s price was ` 871.50, `
852.60 and 846.80 per quintal in case of respective channels. The marketing charges,
margins and the consumers had purchased price were highest in channel-II followed
by channel-III and channel-IV. It was because of the fact that higher number of
intermediaries were involved in channel-II. The marketing efficiency index of
channel-IV was highest as compared to the channel-III and channel-II. It showed that
the channel–IV most efficient. The producer’s share was found highest in case of
channel-IV, where the number of intermediaries were lesser. The channel-IV had
been found to be the most efficient and suitable to the farmers.
Susheela Meena and I.P. Singh study the price spread and efficiency in marketing
of tomato. The study was conducted in Jaipur and Kota which were selected on the
basis of highest area and production of tomato. Due to perishable nature of vegetable,
the farmers did not stock tomato for sale in lean months. Therefore, there was no
30 | P a g e
difference in marketable and marketed surplus of tomato. Total marketing cost

accounted for 18.20 per cent and marketing margins accounted for 31.80 per cent of
consumer’s rupee. In Kota, producer’s share in consumer’s rupee was 52.73 per cent.
Total marketing cost accounted for 18.21 per cent and marketing margins were 29.06
per cent of consumer’s rupee. Total marketing cost accounted for 18.22 per cent and
marketing margins were 38.45 per cent of price paid by the consumer. Total
marketing cost accounted for 18.40 per cent and marketing margins were 34.33 per
cent of price paid by the consumer
Rathod S. R.*, Parihar R. P.** and Daundkar K. S.* study entitled “Economic
analysis of marketing of bitter gourd (Momordica charantia L) in Raigad District
(M.S.)” was undertaken with the specific objective such as to estimate price spread in
different marketing channels, with a cross sample of 120 bitter gourd cultivators and
45 intermediteries. Study revealed that, In marketing of bitter gourd three channels
were observed viz., I) Producer – Consumer, II) Producer – Retailer – Consumer, III)
Producer – Commission/wholesaler agent – Retailer – Consumer. Of the sample
cultivators, majority of farmers (60.00) and the maximum quantity (59.33%) sold
through channel III. However, the producer share in consumer’s rupee was highest
(98.28%) in channel I followed by (82.76%) in channel II and 68.97%) in channel III.
The marketing efficiency estimated by using modified Shepherd’s formula, was
higher (57.91%) in channel I, than that of (19.83%) in channel II and (9.44%) in
channel III. This revealed that, the marketing margins were taken away by the market
intermediaries in channel III and channel I resulted in poor efficiency in the marketing
of bitter gourd
Mohd Ummer Jan Padder, Dr. P Shanmugamt Marketing system is the chain of
personal integrated with various functions performed by such intermediaries in order
to transfer the produce from the producers to the ultimate consumer. Horticulture
development is currently constrained by poor marketing arrangements. Apple
marketing in the state is virtually in its entirety is carried out by the private sector
comprising of the preharvest contractor, forwarding agents, commission agents,
wholesalers and retailers. Apple marketing being complex phenomena requires
special treatment and utmost care at present in the Jammu and Kashmir. The present
marketing structure is such that 87 per cent of marketing activities are solely
performed by intermediaries. Marketing costs refer to the charges incurred by
31 | P a g e
participants of marketing process for bringing the produce from producing areas till it
reaches the ultimate consumers. It includes the labour costs involving assembling,
grading, packing, loading/ unloading, transport, storage, commission charges, market
fee etc. The objectives of the study were to estimate the marketing cost of apple and
to identify marketing problems of apple growers. The relevant information was
gathered through primary data. Garrett Raking Technique was used to identify the
problems faced by farmers. The results of the study was found that main cost of apple
marketing was loss of apple during the transportation followed by packing cost,
commission charges and transport cost. The study also indicates that storage facility is
the main problem of apple cultivators in marketing of apple.
Tara Shankar, K.M. Singh and Shudhakar Dwiwedi the green revolution is one of
the greatest successes that the country has observed and resultantly achieved self-
sufficiency and a good degree of stability in food grain production. However, the
country still faces the challenges of comprehensive food security and malnutrition,
Thus, vegetables will play an important role by contributing adequate vitamins,
carbohydrates, minerals, fibres etc. but it is a known fact that horticulture sector in
transportation facilities etc. There are heavy post-harvest and handling losses,
resulting in low productivity per unit area and high cost of production. Analysis
shows, there is an inverse relation between the farm size of the respondents and their
overall problems of marketing vegetables in farmers’ market. It could be noted that
higher their farm size, lower their overall problems of marketing vegetables in
farmers’ market and the vice versa. It is noted that there is an inverse relation between
the caste status of the respondents and their overall problems of marketing vegetables
in farmers’ market.
32 | P a g e
4) RESEARCH METHODOLGY
The present study is analytical study of the financial performance of these
APMCs. One and comprises both primary and secondary data. Secondary data are
collected from the publications, documents, annual reports, journals, magazines,
books and periodicals.
Source of the data
Primary as well as secondary data will be collected to meet the stipulated objectives of
the study
Primary data: Primary data will be collected from the respondents with the help of
questionnaire.
Secondary data: Secondary data will be collected from Literature, Private and
Government publications and Websites.
Table 4.1 Research design
Type of research Descriptive research
Sampling method Non Probability method
Sampling technique Convenience sampling
Universe Middle Gujarat
Farmers, Wholesaler cum Commision Agent,

Sample unit
Retailer,
Sample size 40 farmers , 10 Wholesalers and 10 Retailers
Sample area Selected APMC of Anand and Baroda District
Considering the nature of the study as well as for

Research instrument obtaining authentic information from the
respondents, information will be collected through
Questionnaire.
MS Excel
Analytical tool
33 | P a g e
Selection of Area:
Among the six districts of middle Gujarat, Anand and Vadodara districts have fertile land
with good irrigation facility Moreover; these districts are well connected by road and rail
with other parts of the state and the country. All these provide an opportunity to the
farmers of this area for cultivation chilli. Anand and Vadodara districts contribute 35.19
per cent and 35.80 per cent area of chilli cultivation in triennium ending average 2011-12
in middle Gujarat zone, respectively (Anon., 2011a). Thus, Anand and Vadodara districts
together covered about 71 per cent area of total chilli of middle Gujarat (Table 3.1).
Therefore, these two districts were considered for the study
Table 4.2 District wise area under Chilli crop in Middle Gujarat
(Area under ha)
Name of 2009-10 2010-11 2011-12 Average Per cent of

District Total
Ahmedabad 92 125 85 100.67 0.73
Kheda 1300 1495 1525 1440.00 10.43
Anand* 4750 4820 5000 4856.67 35.19
Panchmahal 700 800 3450 1650.00 11.95
Dahod 620 830 990 813.33 5.90
Vadodara* 4624 5086 5115 4941.67 35.80
*Considered for Study
Producer’s share in Consumer Rupee
Producer’s Price (Pf) = PA-CF
Where PA= Wholesale price in the primary assembling market
CF= Marketing Cost incurred by farmer
PS= Pf × 100
Pr
PS= Producer’s share
34 | P a g e
Pf= Producer price
Pr= Retail price (i.e. paid by the Consumer)
Price Spread
Price-spread refers to the differences between the price paid by the ultimate consumer
and the price received by the producer for an equivalent quantity of the farm produce.
Price Spread= Pr-PF
Total Cost of Marketing: Total cost of Marketing is the sum of total of costs
incurred by the farmer and different middlemen:
C=CF+Cm1+Cm2+Cm3+…+Cmn
Where,
C=Total cost of Marketing
Cr= Cost of marketing incurred by the farmer and
Cm1, Cm2, Cm3, Cmn= Cost incurred by different middlemen.
Marketing Efficiency:
Marketing efficiency of the selected commodities has been estimated by following

Acharyas modified method as well as shepherd formula. Under Acharya’s modified
formula (Acharya and Agrawal, 2001) net price received by the farmers has been
calculated by deducting transportation cost plus value of loss incurred by farmers
(while transportation of commodities to the market) from the absolute price received
by the farmers. Estimated marketing efficiency is an index and as the index value is
high, more is the market efficiency
Shepherd’s Formula for estimating Marketing efficiency, as shown below,
Was used:
ME= V/I-1
Where,
35 | P a g e
V=Value of the produce sold,
I= Total marketing costs and margins
The higher the ratio more will be the marketing efficiency.
Acharya and Agarwal Method
According to them, the formula for computing efficiency is:
E= O/E = x 100 (or) I
Net price received by the farmers
Marketing cost + Marketing margin
Where, E is Marketing Efficiency, O is Output of the Marketing System and I

is Cost of Marketing including margin of intermediaries,
36 | P a g e
5) RESULTS AND DISCUSSION
By using above techniques and tools, we have analyzed and find out the following results
according to our objectives in case of Tomato.
Marketing costs incurred by producer in Tomato:

Producer Trade Level
1 Transportation charges 1
2 Labour charges 0.01
Total marketing cost 1.01
Marketing costs incurred by Wholesaler in Tomato:

Wholesaler Trade Level Rs/kg
1 Market fee 0.03
2 Unloading and weighing 0.17
Marketing costs incurred by Retailer in Tomato:

Retailer Trade Level Rs/kg
1 Transportation Charges 0.6
2 Loading and Unloading 0.1
3 Packaging 0.01
In the whole Marketing channel, the margins of Wholesaler, and Retailer is as follows:
Rs /kg
Wholesaler 1.8
Retailer 4.29
Producer’s Share in Consumer Rupee:
In case of Tomato it is 33.33%..
Price Spread:
The price spread in case of tomato is Rs.7
37 | P a g e
By using Shepherd’s Method, marketing efficiency in Tomato is 0.37%.
By using above techniques and tools, we have analyzed and find out the following results
according to our objectives in case of Chili.
Marketing costs incurred by producer in Tomato:

Producer Trade Level
1 Transportation charges 1
2 Labour charges 0.01
Marketing costs incurred by Wholesaler in Tomato:

Wholesaler Trade Level Rs/kg
Market fee 0.15

1
Unloading and weighing 0.17

2
Marketing costs incurred by Retailer in Tomato:

Retailer Trade Level Rs/kg
0.6
1 Transportation Charges
0.1
2 Loading and Unloading
0.01
3 Packaging
38 | P a g e
In the whole Marketing channel, the margins of Wholesaler, and Retailer is as follows:
Rs /kg
Wholesaler 11.68
Retailer 12.29
Producer’s Share in Consumer Rupee:
In case of Tomato it is 37.5%..
Price Spread:
The price spread in case of tomato is Rs.25
By using Shepherd’s Method, marketing efficiency in Tomato is 0.57%.
6) SUMMARY AND CONCLUSION:
By using all the tools and technique we have obtained and analyzed various objectives
like price spread, marketing efficiency, and marketing cost. We can conclude that
producer’s share in consumer’s rupee in case of tomato for the channel Producer-
Wholesaler-Retailer-Consumer, Marketing efficiency is 0.57% in case of Chili and 0.37%
in case of tomato. That is showing that profit of chili farmers is higher than that of
Tomato Farmers.
39 | P a g e
7) Bibliography:
1) Acharya, S.S., Agricultural Price Policy and Development: Some Facts and Emerging
Issues., Presidential Address, Indian Journal of Agricultural Economics, Vol. 52, No.
1, January-March 1997.
2) Acharya, S.S., Subsidies in Indian Agriculture and Their Beneficiaries, Agricultural
Situation in India, Vol. LXII, No. 5, Special Number, August 2006, pp. 251-260.
3) Agarwal, N.L., Agricultural Marketing, Yojana, Vol. 48, October 2004, pp. 41-46.
4) ASSOCHAM. (2013). Horticulture Sector in India- State level experience. New
Delhi: The Associated Chamber of Commerce and Industry of India.
40 | P a g e

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Marketing Pattern of Vegetables in Anand & Baroda district through APMC

1.1) Why Need APMC Market? ............................................................................................ 4

1.2) Tomato ............................................................................................................................ 5

1.2.1) World Scenario of Tomato Production ........................................................................ 6

1.2.2) Indian Scenario: ........................................................................................................... 7

1.2.3) Gujarat Scenario .......................................................................................................... 8

1.3) Chilli ............................................................................................................................... 8

1.3.1) Countries by Chilli Production .................................................................................... 9

1.3.2) State wise Production of Chilli .................................................................................... 9

1.3.1) Gujarat Scenario ........................................................................................................ 10

2.1) Profile of Anand & Baroda APMC .............................................................................. 11

2) OBJECTIVES OF STUDY .............................................................................................. 13

2.1) Limitations of study ...................................................................................................... 13

2.2) Significance of Study.................................................................................................... 14

3) REVIEW OF LITERATURE ........................................................................................... 14

4) RESEARCH METHODOLGY ........................................................................................ 33

5) RESULTS AND DISCUSSION ....................................................................................... 37

6) SUMMARY AND CONCLUSION: ................................................................................ 39

Sr. No Name of Table Page No

1.1 Major Tomato Producing Countries 6

1.2 State wise Area, Production and Productivity of Tomato 7

1.3 Area, Production productivity of Tomato in Gujarat 8

4.3 Area, Production productivity of Chilly in Gujarat 10

4.4 Districts-wise area and production of green chilli in Gujarat 11

4.5 General Information of APMC Anand 11

4.6 Administration of APMC Anand 12

4.7 General Information of APMC, Padra 12

4.8 Administration of APMC Baroda 13

4.9 Radial Distance at surface after 3 hour for 8 LPH 33

4.10 Observation of wetted radius and vertical distances 40

4.11 Moisture content at various depth 44

4.12 Various data of Vertical distances at different times at 2 LPH 48

4.13 Various data of Vertical distances at different times at 4 LPH 48

4.14 Observation of wetted radius 49

4.15 Observation of wetted depth 51

4.16 Comparison of wetting pattern under Point source and Line 54

Agricultural Produce Market Committee (APMC) is a statutory market committee

1.1) Why Need APMC Market?

APMCs are intended to be responsible for:

 ensuring transparency in pricing system and transactions taking place in market

1.2.1) World Scenario of Tomato Production

Percent Share of countries in Tomato

1.2.2) Indian Scenario:

Area Prod. Pdy. Area Prod. Pdy. Area Prod. Pdy.

Source: National Horticulture Board, 2011

State Wise Tomato Production

1.2.3) Gujarat Scenario

Year Area(00ha) Production(00MT) Productivity(MT/ha)

2007-2008 2960 888000 30.00

2008-2009 3040 98800 32.5

2009-2010 3192 111720 35

2010-2011 3511 126396 36.00

2011-2012 3567 129940 36.43

1.3.1) Countries by Chilli Production

World chilli production is primarily concentrated in South Asian countries to an

Country wise Chilli Production

Fig. 1.3 Country wise chilli production

1.3.2) State wise Production of Chilli

State wise Chilli Production

Fig. 1.4 State wise chilli production

1.3.1) Gujarat Scenario

Table 1.4 Area, Production productivity of Chilli in Gujara

Source: Directorate of Agriculture, Gandhinagar, Gujarat

Table1.5 Districts-wise area and production of green chilli in Gujarat