Marketing of lemon in Akola district of Maharashtra

Abstract:

The present study analysed the marketing of lemon in Akola district of Maharashtra. Three marketing channels were identified, namely Producer-Retailer-Consumer, Producer-Wholesaler-Retailer-Consumer and Producer-Pre-harvest Contractor-Wholesaler-Retailer-Consumer. The total marketing cost was lowest in Channel I at Rs. 535.35 per quintal and highest in Channel III at Rs. 1,479.24. The price spread ranged from Rs. 2,399.35 to Rs. 3,150.00 per quintal, while the total marketing margin ranged from Rs. 1,584.00 to Rs. 2,030.76 per quintal. The producer’s share in the consumer’s rupee was highest in Channel I at 61.30 per cent, followed by Channel II at 55.44 per cent and Channel III at 55.20 per cent. Overall, Channel I was comparatively more favourable to lemon growers due to its lower marketing cost and price spread and higher producer’s share.