Economic analysis of sustainable potato marketing strategies and constraints in Kangra district of Himachal Pradesh

DOI

10.2991/978-94-6463-544-7_34How to use a DOI?

Keywords

Sustainable marketing; marketing efficiency; constraints; food miles; Himachal Pradesh

Abstract

Potatoes, a substantial cash crop with the ability to increase farm revenue and promote long-term agricultural development, are the subject of this study, which investigates sustainable marketing tactics, expenses, margins, and limitations in the Kangra area of Himachal Pradesh. Potatoes exhibited a high marketable surplus of 97%, as indicated by the primary data collected from 200 farmers. Nevertheless, the rate at which large farmers sold their potatoes was nearly four times higher than that of small farmers. Post-harvest losses reduced the marketed surplus to 96% of production. Direct marketing to consumers (Channel I) was the most efficient channel, with a marketing efficiency of 9.54. Conversely, Channel IV, which included local traders, wholesalers, and retailers, had a lower efficiency of 3.86 and accounted for 39% of the marketed surplus. Channel I had the largest producer’s share in the consumer’s rupee, accounting for 93%, while Channel IV had the lowest proportion at 74%. Transportation, storage losses, packing, and grading were the main expenditures. The primary constraints, as reported by 84% of farmers, were high input costs (49%), inadequate transportation (49%), lack of market information (54%), and low pricing (74%). This study provides distinct perspectives on the sustainable marketing challenges and prospects that are exclusive to the Kangra district, addressing a significant void in the existing literature on potato value chains in mountainous areas. The findings offer useful direction for policymakers and stakeholders in formulating focused initiatives to improve the sustainability and profitability of potato cultivation in comparable agro-ecological zones.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aditi Raina
AU  - Pushpak Sharma
AU  - Garima Gupta
AU  - Arundhati Balouria
PY  - 2024
DA  - 2024/10/17
TI  - Economic analysis of sustainable potato marketing strategies and constraints in Kangra district of Himachal Pradesh
BT  - Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
PB  - Atlantis Press
SP  - 512
EP  - 533
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-544-7_34
DO  - 10.2991/978-94-6463-544-7_34
ID  - Raina2024
ER  -