Economic analysis of sustainable potato marketing strategies and constraints in Kangra district of Himachal Pradesh

Aditi Raina (), Pushpak Sharma, Garima Gupta and Arundhati Balouria
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Aditi Raina: University School of Business, Chandigarh University
Pushpak Sharma: University School of Business, Chandigarh University
Garima Gupta: University Institute of Agricultural Sciences, Chandigarh University
Arundhati Balouria: University Institute of Agricultural Sciences, Chandigarh University

A chapter in Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024), 2024, pp 512-533 from Springer

Abstract: Abstract Potatoes, a substantial cash crop with the ability to increase farm revenue and promote long-term agricultural development, are the subject of this study, which investigates sustainable marketing tactics, expenses, margins, and limitations in the Kangra area of Himachal Pradesh. Potatoes exhibited a high marketable surplus of 97%, as indicated by the primary data collected from 200 farmers. Nevertheless, the rate at which large farmers sold their potatoes was nearly four times higher than that of small farmers. Post-harvest losses reduced the marketed surplus to 96% of production. Direct marketing to consumers (Channel I) was the most efficient channel, with a marketing efficiency of 9.54. Conversely, Channel IV, which included local traders, wholesalers, and retailers, had a lower efficiency of 3.86 and accounted for 39% of the marketed surplus. Channel I had the largest producer’s share in the consumer’s rupee, accounting for 93%, while Channel IV had the lowest proportion at 74%. Transportation, storage losses, packing, and grading were the main expenditures. The primary constraints, as reported by 84% of farmers, were high input costs (49%), inadequate transportation (49%), lack of market information (54%), and low pricing (74%). This study provides distinct perspectives on the sustainable marketing challenges and prospects that are exclusive to the Kangra district, addressing a significant void in the existing literature on potato value chains in mountainous areas. The findings offer useful direction for policymakers and stakeholders in formulating focused initiatives to improve the sustainability and profitability of potato cultivation in comparable agro-ecological zones.

Keywords: Sustainable marketing; marketing efficiency; constraints; food miles; Himachal Pradesh (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-544-7_34

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DOI: 10.2991/978-94-6463-544-7_34

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