Abstract: This study, titled; An Economic Analysis on Marketing of Amul Milk in Prayagraj District of Uttar Pradesh aimed to analyze the economic aspects of Amul Milk marketing within the district, with a focus on Kaurihar block. Amul Milk, produced by the Gujarat Cooperative Milk Marketing Federation (GCMMF), is widely recognized for its quality, purity, and role in rural development. The study employed purposive and random sampling methods, selecting five percent of cattle-rearing villages and ten percent of respondents from the selected block. The research comprehensively examined the cost structure, price spread, marketing margins, and efficiency across different stages of the supply chain, from producers to consumers. The findings revealed that producers received ₹25 per liter, accounting for 52.08% of the final price paid by consumers, which was ₹48 per liter. The total marketing margin was ₹23 per liter, with local distributors and retailers absorbing ₹3 and ₹2 per liter, respectively. The study found that production costs were the largest component, followed by transportation, packaging, promotion, and retail margins. Efficiency varied across stakeholders, with the consumer stage being the most efficient (83.33%) and local distributors being the least efficient (66.67%). The overall supply chain efficiency was calculated at 77.08%. The results highlighted the significant share of the final price absorbed by intermediaries and emphasized the need for more efficient and equitable marketing strategies to improve the income of producers and reduce costs within the supply chain.
Keywords: Amul Milk, marketing analysis, supply chain, price spread, efficiency.
Author: Vishal Mishra and Amit Kumar
doi: https://doie.org/10.10346/AE.2025653309
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