Vol. 7, Issue 5, Part E (2025)

This study explores the marketing of chilli in the Varanasi district of Uttar Pradesh, emphasizing the socio-economic profile of chilli growers, prevailing marketing channels, marketing costs, price spread, producer’s share, and the constraints they face. A sample of 100 chilli growers was selected randomly across different blocks of the district. Primary data were collected using structured questionnaires and analyzed using percentage analysis and Garrett’s ranking technique. The study identified dominant marketing routes, estimated the producer’s share in the consumer’s rupee, and ranked key marketing constraints such as market price instability, lack of storage, and dependency on middlemen. The study aims to provide actionable strategies for policymakers to enhance marketing efficiency and farmers’ income.