Abstract: The study titled "An Economic Analysis of Marketing of Green Gram in Palwal District of Haryana" focused on the marketing dynamics of green gram in the district, specifically in the Hassanpur block. A purposive sampling technique was employed to select villages with high potential for green gram cultivation, and 10% of the respondents were chosen randomly. The analysis revealed two primary marketing channels in the study area: Channel-I (Producer → Wholesaler → Consumer) and Channel-II (Producer → Wholesaler → Retailer → Consumer). In Channel-I, the net price received by the producer was Rs 8319, and the consumer price was Rs 9671. The total marketing cost amounted to Rs 488, while the marketing margin was Rs 587. The price spread in Channel-I was Rs 1075, and the marketing efficiency stood at 7.99%, with the producer’s share in the consumer rupees being 88.88%. In Channel-II, the net price received by the producer remained the same at Rs 8319, but the consumer price was Rs 10312. The total marketing cost was Rs 714, with a marketing margin of Rs 1002. The price spread in Channel-II was Rs 1770, and the marketing efficiency was 4.84%, with the producer’s share in the consumer rupees being 80.67%. The findings indicated that Channel-I was more efficient, with higher marketing efficiency and a greater share of the consumer price for the producers compared to Channel-II.
Keywords: Green gram, Marketing channels, Producer’s share, Marketing efficiency, Price spread.
Author: Rohit Attri and Sanjay Kumar
Reference: REFERENCES Bansal, L. S., and Verma, R. K. (2022). ÒGovernment policies for reducing post-harvest losses in green gram.Ó Journal of Agricultural Policy, 17(5), 102-118. Bansilal, A.K., Saini, V. (2020) ÒConstraints and Suggestions as Expressed by Green gram Growers in North-Eastern Karnataka.Ó, Indian Journal of Agriculture. Research, 49 (2) 2020: 114-124. Chipo Mukonza & Ilze Swarts. (2019) ÒThe influence of green marketing strategies on business performance and corporate image in the retail sector.Ó Business Strategy and the Environment. 25(4):431-436. 10. Esther Mwihaki Kihoro, Patrick Irungu, Rose Nyikal, & Immaculate N. Maina. (2019) ÒAn analysis of factors influencing farmers' choice of green gram marketing channels in Mbeere South Sub-County, Kenya.Ó, IJPR Vol. 3 July 2018 No. lpp97-98. Jakhar, D.S., & Kumar, S. (2022). Impact of Cluster Front Line Demonstrations on Green Gram (MH-421) in Sirsa District of Haryana State. Indian Journal of Extension Education, 58(1), 166-168. Mehta, A. S., and Joshi, P. R. (2022). ÒThe post-harvest losses of green gram in India.Ó Journal of Agricultural Economics, 54(2), 101-115. Morey (2019) ÒStudied the economics of production and marketing of green gram in Solapur district of Maharashtra,Ó Karnataka Journal of Agricultural Sciences; 25(4):431-436. 10. Radhika J. Bani, Vedanti Patel, Amitkumar Datta, Jensi Nariya, & Mit Nayi. (2025). ÒProduction, processing, and marketing of green gram in IndiaÓ, Journal of economic and social development, vol. v, no. 1. Ramakrishna, Singh, S. (2019) ÒStudied on Constraints in adoption of transplanting method of green gram cultivation.Ó, The Bihar Journal of Agricultural Marketing, 3(2): 153-161. Rao, M. K., and Singh, A. T. (2022). ÒRole of cooperatives in reducing post-harvest losses and improving market access for green gram.Ó Cooperative Development Journal, 23(3), 178-190. Rathi, A. K., and Verma, P. S. (2022). ÒEconomic implications of post-harvest losses on green gram farmers.Ó Journal of Rural Development, 41(2), 101-114. Reddy, P. S., and Kapoor, N. K. (2022). ÒGovernment support for reducing post-harvest losses.Ó Journal of Agricultural Policy and Development, 22(1), 112-125. Sowjanya, Tripathi, S. (2019) ÒStudied resource use efficiency and marketing of green gram.Ó, Journal of economic and social development, vol. v, no. 1. Sudhakaran, R., & Bukkan, S. (2020) ÒA review on nutritional composition, antinutritional components and health benefits of green gram (Vigna radiata).Ó Journal of Food Biochemistry, 44(9), e13743. Szerena Szabo & Jane Webster. (2020) ÒPerceived greenwashing: The effects of green marketing on environmental and product perceptions.Ó, Journal of Business Ethics, 171(4), 719–739. Taqeer Ahmad (2021) ÒStudy to make strategies for reducing the losses, knowledge of extent of losses and their reasons is essential.Ó Journal of Yugoslav Survey, 29(4):63-74. Thejashree, H.N., Umesh, K.B. (2020) ÒAn Economic Analysis of green gram Seed Production in Chikkaballapura District of KamatakaÓ Lumle Regional Agricultural Research Centre Review Paper, 95 (01): 23 Tiwari, S. N., and Sharma, M. K. (2023). ÒTechnology adoption to reduce post-harvest losses in green gram.Ó Technology in Agriculture Journal, 19(4), 167-182. Umesh Sah, Vishal Singh, Jitendra Ojha, Manoj Katiyar, & Shiv Kumar Dubey. (2022). ÒAn insight into value chains of green gram in Bundelkhand region of India.Ó Indian Journal of Extension Education, 58, 163-169. Verma, T., Chandrakar (2021) Òan economic analysis of production and marketing of green gram in Rajnandgaon district of Chhattisgarh.Ó. Sustainable agriculture and food security, 327-398.
