14. Marketing Dynamics of Groundnut in Rajasthan

Hemant Sharma, K.C. Bairwa and Vikram Yogi

Indian Journal of Agricultural Marketing, 2025, vol. 39, issue 3

Abstract: Groundnut (Arachis hypogaea) is a vital oilseed crop of Rajasthan, contributing significantly to the state's agricultural economy. The study analyzed the marketing dynamics of groundnut in Bikaner and Lunkaransar markets, covering price trends, seasonal behavior, marketing costs, margins, price spread, and efficiency across alternative marketing channels. Primary data were collected from 90 producers, 15 wholesalers-cum-commission agents, 15 retailers, and 15 village traders. The results revealed a steady increase in groundnut arrivals and prices over time, with pronounced seasonal fluctuations-arrivals peaking in November-December and prices inversely rising during lean supply months. Six distinct marketing channels were identified, with substantial variations in producers' share and consumer prices. Direct marketing (Channel I) was found to be the most efficient, ensuring 96.66% producer share and lowest consumer price, while extended channels such as Channel IV (with multiple intermediaries) led to higher consumer costs and reduced farmer margins. Marketing efficiency indices consistently highlighted Channel I as the most effective, followed by Channels V and II, whereas Channel IV was the least efficient. The findings underscore the critical role of shortening supply chains, reducing transaction costs, and improving farmer access to markets for enhancing efficiency and farmer welfare in the groundnut sector.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:400126

DOI: 10.22004/ag.econ.400126

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