Abstract: The study titled An Economic Analysis on Marketing of Jaggery in Meerut District of Uttar Pradesh aimed to assess the marketing system of jaggery in the region. Jaggery, a traditional unrefined sweetener produced primarily from sugarcane juice, was a significant product in rural areas, offering livelihood opportunities and supporting small-scale agro-industries. The study focused on the Sardhana block of Meerut district, where 5% of sugarcane cultivating and jaggery-producing villages were purposively selected, and 10% of respondents were randomly chosen. Various marketing channels were examined, revealing that the most preferred channel was Producer to Local Retailers, adopted by 60% of farmers. This channel demonstrated low costs (₹5), high marketing efficiency (75%), and minimal intermediaries, leading to better returns for producers. The Producer to Cooperatives/Organized Markets channel, though used by only 5% of respondents, showed the highest marketing efficiency (80%) and the best producer share (₹55). In contrast, channels involving wholesalers and middlemen showed lower efficiencies (66% and 60%), higher costs (₹10-₹12), and reduced farmer shares. The study emphasized the need to reduce intermediaries and enhance cooperative-based marketing systems to improve profitability and market efficiency for farmers.
Keywords: Jaggery, Marketing Channels, Efficiency, Producer Share, Intermediaries
Author: Nishant Kumar and Amit Kumar
Reference: Amit Agarwal, & Nidhi Chauhan (2021) ÒSustainability in Jaggery Production and Marketing.Ó International Journal of Sustainable Food Systems, 9(1), 45-59. Amit Yadav, & Rekha Joshi (2022) ÒExploring the Role of Consumer Trust in the Jaggery Market.Ó Journal of Food Quality and Consumer Confidence, 13(1), 90-101.
