Economic evaluation of green chilli marketing and constraints in Nandurbar district of Maharashtra

Abstract:

The present study was undertaken to examine the marketing performance and major marketing constraints associated with green chilli cultivation in Nandurbar district of Maharashtra. Primary data were collected from 90 selected green chilli growers during Kharif 2025. The marketing system was evaluated in terms of marketed quantity, marketing channels, marketing cost, marketing margin, price spread, producer’s share in the consumer’s rupee and marketing efficiency. The study revealed the presence of different marketing channels through which green chilli was moved from producers to final consumers. Three major marketing channels were identified, namely (Producer–Consumer), (Producer–Villagetrader–Wholesaler–Retailer–Consumer) and (Producer–Wholesaler–Retailer–Consumer). The overall quantity of green chilli marketed was 184.29 quintals per hectare, of which Channel-III accounted for the largest share of 38.32 per cent, followed by Channel-II (38.21%) and Channel-I (23.47%). The analysis revealed substantial differences in marketing performance among the channels. Channel-I recorded the lowest price spread of ₹71.64 per quintal and the highest producer’s share in the consumer’s rupee at 97.88 per cent. In contrast, Channel-II registered the highest price spread of ₹1,080.00 per quintal and the lowest producer’s share of 74.17 per cent, mainly due to the involvement of village traders, wholesalers and retailers. Channel-III recorded a price spread of ₹746.66 per quintal with a producer’s share of 81.12 per cent. The marketing efficiency was highest in Channel-I (47.20), followed by Channel-III (5.30) and Channel-II (3.87), indicating the relative advantage of shorter marketing channels with fewer intermediaries.

The major constraints in marketing were assessed using Garrett’s ranking technique. Lack of market information and intelligence emerged as the most important constraint, obtaining a score of 66.11 per cent, followed by high transportation charges (59.60%), middlemen malpractices (50.21%), inadequate storage facilities (39.60%) and high price fluctuation (33.50%). The findings indicate that improving farmers’ access to timely market information, strengthening transportation and storage facilities, reducing exploitative intermediary practices and encouraging direct marketing or organized marketing arrangements could improve price realization and marketing efficiency for green chilli growers.