International Journal of Agriculture Extension and Social Development

author(s)
Alisha Sharma, Lovepreet Singh and Gaurav Tomer

abstract
The study conducted an analysis of the marketing pattern and marketing efficiency of litchi cultivation in sub-mountainous zone of Punjab. A representative sample of 60 litchi growers was selected from four blocks of Pathankot and Hoshiarpur districts. The sampled growers had followed only two marketing channels which are; Channel-I: Producer-Pre-harvest contractor–Wholesaler-Retailer-Consumer and Channel-II: Producer-Direct sale by farmer-Retailer-Consumer. Channel-I was identified as the predominant channel, with 91.67 percent of the total produce being sold through this channel. Marketing costs of channel - I & channel - II worked out to be Rs. 884.05 & Rs. 866.90 per quintal which occupied about 19.48 and 19.09 percent share in the consumer’s price. As indicated by the value of marketing efficiency index, channel-II was more efficient. Based on the study findings, the promotion of direct marketing of litchi is advised as a strategy to enhance the income of litchi growers.