Vol. 7, Issue 12, Part I (2025)

Grape (Vitis vinifera) is an economically important fruit crop in India, ranking third in area under cultivation after citrus and banana. Globally, grape production is estimated at approximately 68.9 million tonnes, underscoring its significance among fruit crops. In India, grapes were cultivated over an area of about 139 thousand hectares, with a production of nearly 2,920 thousand tonnes during 2017-18 (NHB). Maharashtra is the leading grape-producing state, accounting for 62.7 percent of the country’s total output. The major grape-growing districts in the state include Nashik, Sangli, Pune, Ahmednagar, and Solapur. Owing to their highly perishable nature, grapes are extensively processed into value-added products such as wine, raisins, and juice. Maharashtra dominates the processing sector, housing 78 of the country’s 95 wine industries and 69 raisin-processing units.
A study examining the marketing costs of grape-based processed products across five major districts of Maharashtra revealed that a reduction in the number of intermediaries in the marketing channels significantly enhanced producers’ profit margins. Analysis of data from 14 grape wine industries showed that the direct producer-to-consumer marketing channel generated the highest profit margins and marketing efficiency when compared with channels involving retailers and wholesalers. Similarly, findings from 19 grape raisin industries indicated that fewer intermediaries in the supply chain resulted in higher producer margins. The study concluded that direct marketing channels are more advantageous for grape producers, emphasizing the efficiency and profitability associated with minimizing intermediary participation. These results highlight the importance of streamlined distribution systems in improving income levels of grape farmers in Maharashtra.