Abstract: Mushroom cultivation is a rapidly expanding agricultural sector, contributing significantly to food security, rural employment, and economic development. This study examines the marketing dynamics of button mushrooms in the Dehradun district of Uttarakhand, analysing production trends, market structure, and associated challenges. India ranks among the top global mushroom producers, with an annual production exceeding 2 lakh tonnes, primarily dominated by button mushrooms (Agaricus bisporus). In Uttarakhand, the mushroom industry has experienced a surge, with annual production reaching 12,395 tonnes in 2023-24. Dehradun is emerging as a key production hub, contributing around 200 quintals annually from approximately 150 growers. Despite this growth, the marketing of button mushrooms in Dehradun faces significant hurdles, including inadequate cold storage infrastructure, fragmented supply chains, and low consumer awareness. The study identifies existing marketing channels and assesses marketing costs, margins, and efficiency using analytical tools such as price spread analysis and marketing efficiency method. The findings highlight the necessity for improved supply chain integration, investment in storage facilities, and awareness campaigns to enhance market penetration. This research provides actionable insights for policymakers, agricultural economists, and farmers, aiming to optimize mushroom marketing strategies and boost profitability in Uttarakhand’s agribusiness sector.
Keywords: Mushroom cultivation, Button Mushroom, Marketing Margin, Marketing Margin, Marketing Efficiency.
Author: Akash Chauhan and Amit Kumar
doi: https://doie.org/10.10346/AE.2025176706
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