Abstract: Milk is a vital source of nutrition, rich in calcium, protein, vitamins, and essential minerals, contributing significantly to human health, particularly in bone development and immune support. It is consumed globally in various forms, including fresh, pasteurized, and fermented products. The present study, titled “An Economic Analysis on Marketing of OMFED (Milk) in Sundargarh District of Odisha,” was undertaken to examine the marketing structure and efficiency of OMFED milk in the Nuagaon block of Sundargarh district. The block was selected purposively, and five percent of cattle-rearing villages were identified based on their potential, from which ten percent of respondents were chosen through random sampling. The analysis revealed two distinct marketing channels: Channel-I (Producer → Retailer → Consumer) and Channel-II (Producer → Distributor → Retailer → Consumer). In Channel-I, the net price received by producers was ₹35 per litre, with a marketing cost of ₹2.55 per litre, a marketing margin of ₹2.45 per litre, a price spread of ₹5, and a marketing efficiency of 7.00%. In contrast, Channel-II yielded a net price of ₹34.08 per litre for producers, a marketing cost of ₹3.94 per litre, a marketing margin of ₹2.56 per litre, a price spread of ₹6.50, and a marketing efficiency of 5.28%. The findings indicate that Channel-I is more efficient, offering higher returns to producers with lower marketing costs and margins.
Keywords: OMFED milk, Marketing efficiency, Price spread, Marketing channels
Author: Sudhansu Ranjan Sahu and Amit Kumar
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