MARKETING OF MENTHA PIPERITA IN BARABANKI DISTRICT UTTAR PRADESH

Abstract: The study analyses the socio-economic profile of Mentha piperita farmers in Barabanki 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 peppermint industry. The research underscores the need for improved storage, branding, and export facilitation to maximize farmers’ earnings and ensure the sustainable cultivation of Mentha piperita.

Keywords: Socio-economic profile, Marketing channels, Marketing cost, Price spread, Marketing efficiency, Mentha piperita, Contract farming, Cooperative marketing, Market infrastructure, Export potential.

Author: Aditya Pratap Singh and Amit Kumar

doi: https://doie.org/10.10346/AE.2025704329

Reference: Bhargava, R. (2016). Mosquito repellency potential of essential oils from various Mentha species, including Mentha piperita. International Journal of Agricultural Sciences, 12(4), 245–252. • Bihar Horticulture Department. (2016). Detailed project report on mentha oil. Bihar Government Press. • Choudhary, A., Sharma, P., & Verma, R. (2017). Menthol mint marketing in Uttar Pradesh. Indian Journal of Agricultural Marketing, 31(2), 145–160. • Choudhary, R., Gupta, M., & Sinha, P. (2020). Comparative analysis of Mentha Piperita marketing channels in Chhattisgarh. Journal of Agribusiness Studies, 18(1), 58–73. • Credence Research. (2023). Global mentha oil market analysis: Trends and forecasts 2023–2030. Credence Research Pvt. Ltd. • Desai, K., Patel, R., & Nair, S. (2024). Mentha Piperita market forecasting using machine learning in Tamil Nadu. Journal of Agricultural Economics and Technology, 21(2), 110–125. • Dubey, V., Sharma, R., & Tiwari, K. (2021). Role of digital platforms in Mentha marketing in West Bengal. Indian Journal of Agronomy and Rural Development, 15(3), 190–205. • Gupta, P., Singh, M., & Yadav, L. (2018). Mentha Piperita supply chain bottlenecks in Uttarakhand. Journal of Agricultural Research and Policy, 25(4), 80–94. • ICAR. (2021). Menthol mint cultivation: A step towards self-reliant India (Atmanirbhar Bharat). Indi

PDF