Asian Research Journal of Agriculture

The present study examined the marketing of Kinnow in Sri Ganganagar district of Rajasthan, with specific reference to the socio-economic characteristics of growers, existing marketing channels, marketing costs, margins, price spread, producer’s share in the consumer’s rupee, marketing efficiency and constraints in the supply chain. The study was based on primary data collected from 120 Kinnow growers and market intermediaries using a structured interview schedule. The results revealed that Kinnow cultivation is mainly practised by small and medium farmers. Most respondents were in the middle-aged group (31–50 years), indicating active participation in farming and marketing activities. The literacy level was moderate, with many farmers having secondary or higher education, which supports the adoption of improved practices and better market awareness. Agriculture was the primary occupation, though some farmers had additional income sources such as dairy and business. Three marketing channels were identified: Producer → Consumer, Producer → Retailer → Consumer, and Producer → Wholesaler → Retailer → Consumer. Among these, the second channel was most commonly used due to easy access to local markets. However, the first channel was found to be the most efficient and profitable because it involved fewer intermediaries. The third channel was mainly used for bulk sales but resulted in higher costs and lower returns to farmers. The study showed that marketing costs, margins, and price spread increased with the number of intermediaries. The producer’s share in the consumer’s rupee was highest in direct marketing and lowest in the channel involving wholesalers. The major constraints identified included price fluctuations, high transportation costs, lack of cold storage facilities, exploitation by middlemen, and poor access to market information. The study suggests improving direct marketing channels, infrastructure, and market information systems to enhance efficiency and farmers’ income.