Abstract: The present study titled "An Economic Analysis on Marketing of Green Tea in Kangra District of Himachal Pradesh" focused on the marketing dynamics of green tea in the Kangra district, particularly in Baijnath block, which was purposively selected. The study aimed to analyze the economic aspects of marketing green tea through various channels. Data was collected from randomly selected villages and respondents, who were involved in green tea cultivation. The research revealed two major marketing channels: Channel-I, which involved the producer selling to a wholesaler, who then sold directly to the consumer, and Channel-II, where the producer sold to a wholesaler, then to a retailer, and finally to the consumer. In Channel-I, the producer’s sale price was Rs. 790, with the net price received by the producer being Rs. 681, and the consumer paid Rs. 978 for the product. The total marketing cost in Channel-I was Rs. 182, with a marketing margin of Rs. 115 and marketing efficiency of 2.29%. In Channel-II, the sale price remained the same, but the consumer paid Rs. 1251, with total marketing costs of Rs. 246, a marketing margin of Rs. 324, and marketing efficiency of 1.19%. The findings indicated that Channel I was more efficient in terms of marketing, with a higher marketing efficiency than Channel II. The study also highlighted the substantial role of marketing costs, margins, and the price spread in the overall economic analysis of green tea marketing in the region
Keywords: Green Tea, Marketing Channels, Kangra District, Marketing Efficiency, Price Spread.
Author: Abhishek Rana and Sanjay Kumar
doi: https://doie.org/10.10346/AE.2025298032
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