Vol. 7, Issue 7, Part B (2025)

An efficient marketing system is the prime factor for raising the producer’s share in consumer’s rupee of the farmers and promoting the economic development of a country. The main objective of the study was to examine the existing marketing channels, price spread and marketing efficiency of potato marketing in Yamuna Nagar district of Haryana, India. The district was selected on the basis of highest average triennium production of potato in the state. Survey method was used for the collection of data using well designed survey schedule. The study was focused on 100 potato farmers, 5 commission agents, 5 wholesalers and 7 retailers and super markets. Acharya’s modified method was applied to determine the marketing efficiency of potato. Four major marketing channels were identified in the study were (I) Farmer – Commission agent – Wholesaler – Retailer – Consumer, (II) Farmer – Wholesaler – Retailer – Consumer, (III) Farmer – Retailer – Consumer and (IV) Farmer – Super market – Consumer. The involvement of large number of middlemen was the major reason for the highest price spread in marketing channel I in the supply chain of the potato and producer’s share in consumer’s rupee was highest in marketing channel IV. Marketing efficiency was highest in marketing channel IV. This paper provides the information regarding the adoption of market options for increased benefits to various chain actors and selection of right marketing channel for potato marketing.