Marketing Channel Analysis of Makhana Cultivation in Chhattisgarh: A Case Study from Dhamtari and Raipur District

Abstract: The present study examines the marketing channels of makhana (Euryale ferox) in the plains of Chhattisgarh, focusing on Dhamtari and Raipur districts where cultivation is practiced in pond-based systems under the guidance of Dhamtari KVK and OJAS FARM. Two distinct marketing channels were identified. Channel I is shorter, operating through Farmer → Processor → Wholesaler → Retailer → Consumer. Channel II is longer and includes Farmer → Seed Wholesaler → Processor → Pop Wholesaler → Retailer → Consumer. In both systems, processors play the pivotal role of purchasing raw seeds, processing them into popped makhana, and ensuring supply to retailers. Retailers distribute the product in consumer-friendly packets of 100 g, 250 g, and 500 g. Overall, marketing remains structured but limited in scale.

Keywords: Agri-Business, Makhana cultivation, Makhana processing, Marketing channels, Value chain analysis

Author: Arti Dhruw and Rupali

doi: https://doie.org/10.10346/AE.2025699700

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