Abstract: The study analyses the socio-economic profile of paddy farmers in Gonda district, Uttar Pradesh, and evaluates the marketing channels, costs, margins, price spread, and marketing efficiency. Primary data was collected through structured surveys and personal interviews, while secondary data was sourced from government and agricultural institutions. Various marketing channels were examined to assess price realization and intermediary involvement. Key findings indicate significant price fluctuations due to climatic conditions and demand variations, leading to farmer vulnerabilities. Cost analysis reveals that intermediaries contribute to high marketing expenses, reducing farmer profitability. The study recommends contract farming, cooperative marketing, and digital platforms to enhance market efficiency. Additionally, government interventions such as subsidies and infrastructure development can strengthen the paddy industry. The research underscores the need for improved storage, branding, and export facilitation to maximize farmers’ earnings and ensure the sustainable cultivation of paddy
Keywords: Paddy, Contract farming, Cooperative marketing, Market infrastructure, Export potential.
Author: Gulab Chand Verma and Mr. Jayant Zechariah
doi: https://doie.org/10.10346/AE.2025285158
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