Abstract: The study titled An Economic Analysis on Marketing of Amla Products in Pratapgarh District of Uttar Pradesh aimed to assess the marketing practices and cost structures of Amla products in the region. The study was conducted in the Pratapgarh (Sadar) block of Pratapgarh district, where five percent of Amla cultivating villages were selected purposively, and ten percent of respondents were randomly chosen. Three primary marketing channels were identified: Channel-I: Producer → Consumer, Channel-II: Producer → Commission Agent → Wholesaler → Consumer, and Channel-III: Producer → Commission Agent → Retailer → Consumer. The study analyzed the price structure and marketing costs across these stages of the supply chain, focusing on the producer, commission agent, retailer, and final consumer. The results indicated that the net price received by the producer was ₹4500 per quintal, while the total marketing cost incurred by the producer was ₹178. The product& sale price to the commission agent was ₹4678, and the commission agent incurred ₹97 in marketing costs, earning a margin of ₹175. The sale price to the retailer was ₹4950, with marketing costs of ₹253 and a margin of ₹137. Ultimately, the consumer paid ₹5340 per quintal, resulting in a total marketing cost of ₹840 and a price spread of ₹840. The producer’s share in the final consumer price was 84.27%, with the marketing efficiency calculated at 6.36%. The findings suggested that although the producer received a significant share of the consumer price, there was potential to enhance efficiency and reduce marketing costs across the supply chain.
Keywords: Amla products, marketing channels, cost structure, price spread, marketing Efficiency
Author: Ravi Shankar Yadav and Amit Kumar
doi: https://doie.org/10.10346/AE.2025526172
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