An economic analysis on marketing of Mushroom in Prayagraj district of Uttar Pradesh

Abstract:

The present study had been undertaken to analyse the economic aspects of mushroom marketing in Prayagraj district of Uttar Pradesh, with particular emphasis on marketing costs, margins, price spread, marketing efficiency, and producer’s share in the consumer’s rupee. Mushroom cultivation had gained importance as a profitable and sustainable agri-enterprise; however, its marketing system had remained largely unorganised and inefficient. The study had employed a combination of purposive and random sampling techniques, selecting 60 mushroom growers along with wholesalers, retailers, and consumers. Primary data had been collected through structured personal interviews, while secondary data had been obtained from relevant records and literature. The analysis pertained to the agricultural year 2025-2026 and utilised standard marketing indicators. Three marketing channels were identified: Channel I (Producer-Consumer), Channel II (Producer-Wholesaler-Consumer), and Channel III (Producer-Wholesaler-Retailer-Consumer). The findings had revealed that Channel I exhibited the highest efficiency, characterised by the lowest marketing cost (₹15 per kg), smallest price spread (₹15), and highest producer’s share (88.46 per cent). In contrast, Channel II and Channel III showed progressively higher marketing costs, margins, and price spreads due to the involvement of intermediaries, resulting in lower efficiency and reduced producer’s share. Channel III was found to be the least efficient, with the highest price spread (₹69.80) and lowest producer’s share (58.45 per cent). The study had concluded that shorter marketing channels significantly enhanced efficiency and profitability for producers, highlighting the need to strengthen direct marketing systems and reduce unnecessary intermediaries.