Vol. 7, Issue 6, Part A (2025)

India, being the second-largest producer of potatoes globally, witnesses a considerable share of its agricultural output emerging from Uttar Pradesh. Barabanki, a district in this state, plays a pivotal role in the production of the Rajendra-1 variety of potato. Despite its production potential and nutritional significance, the marketing structure for potatoes in this district remains underdeveloped and inefficient. This study explores the marketing channels, evaluates the socio-economic profile of the farmers, quantifies post-harvest losses, and investigates the constraints faced by potato growers in the district. The methodology includes a multistage sampling of 120 respondents from Dewa block and analytical tools such as percentage analysis, Garrett Ranking Technique, and price spread analysis. The results indicate a high percentage of losses during harvesting and transportation stages, a lack of marketing infrastructure, and an overdependence on intermediaries. Moreover, the study reveals low awareness among farmers regarding scientific storage practices and cooperative marketing models. The conclusions underscore the need for systemic reforms in post-harvest handling and policy interventions promoting farmer education and infrastructural investments.