Abstract: The research titled "An Economic Analysis on Marketing of Broilers in Sitapur District of Uttar Pradesh" focused on evaluating the marketing channels, associated costs, profit margins, and efficiency in the marketing of broilers. Broilers, raised specifically for meat production, form a crucial segment of the poultry industry due to their rapid growth rates and efficient feed-to-meat conversion. Typically achieving marketable weight within six to eight weeks, broilers play a vital role in ensuring a reliable supply of animal protein. The study was conducted in the Mahmudabad and Reusa blocks of Sitapur district, selected purposively owing to their high poultry rearing activities. Poultry-rearing villages were identified, from which ten percent of the broiler farmers were selected using random sampling techniques. Three distinct marketing channels were identified: Channel-I (Producer → Consumer), Channel-II (Producer → Wholesaler → Consumer), and Channel-III (Producer → Wholesaler → Retailer → Consumer). In Channel-I, producers bore a marketing cost of ₹64, earned a margin of ₹486, and had a price spread of ₹550, with 100% of the consumer’s rupee reaching the producer, resulting in a marketing efficiency of 19.50%. Channel-II recorded a marketing cost of ₹286, a margin of ₹357, a price spread of ₹643, and a producer's share of 94.79%, yielding a marketing efficiency of 18.22%. Channel-III incurred the highest marketing cost at ₹589 and a margin of ₹620, with a price spread of ₹1209 and the producer's share reduced to 90.64%, leading to a marketing efficiency of 9.69%. The study concluded that minimizing intermediary involvement can substantially enhance producer returns and improve marketing efficiency.
Keywords: Broilers, Marketing efficiency, Price spread, Marketing channels
Author: Ambuj Kumar Singh and Sanjay Kumar
doi: https://doie.org/10.10346/AE.2025360820
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