International Journal of Agriculture Extension and Social Development

author(s)
Rahul Choudhary and Dr. Sanjay Kumar

abstract
This paper explores the marketing channels of Bajra in Jaipur, Rajasthan, focusing on the distribution pathways, marketing costs, and margins associated with each channel. Utilizing an exploratory research design, the study conducted structured interviews and surveys with 120 Bajra growers across six villages in the Jobner Block. Three primary marketing channels were analyzed: direct sales from producers to consumers (Channel I), sales through wholesalers to consumers (Channel II), and sales involving wholesalers and retailers (Channel III). The findings indicate that Channel I, where producers sell directly to consumers, is the most efficient, characterized by the lowest price spread and the highest producer share in consumer spend (91.35%). This channel also exhibited the highest marketing efficiency (10.57), suggesting it minimizes costs while maximizing returns for producers. Channels II and III introduce additional costs and intermediaries, leading to higher price spreads and reduced producer shares. The study underscores the importance of streamlined marketing channels in enhancing the profitability and sustainability of agricultural practices in rural India.