AN ECONOMIC ANALYSIS ON MARKETING OF MANGO Jardalu (GI – TAGGED) IN BHAGALPUR DISTRICT OF BIHAR

Abstract: The present study was conducted to examine the marketing system of GI-tagged Jardalu mango in Bhagalpur district of Bihar during the agricultural year 2025–26. Jardalu mango, renowned for its unique aroma, taste, and geographical identity, had received Geographical Indication (GI) status, which enhanced its market value and commercial importance. A purposive-cum-random sampling technique was employed for the selection of respondents. Bhagalpur district and Sultanganj block were selected purposively due to the predominance of Jardalu mango cultivation. A total of 100 mango growers, 30 wholesalers, 30 retailers, and 5 commission agents were selected for the study. Primary data were collected through a pre-tested interview schedule, while secondary data were obtained from various published and unpublished sources. The study analysed marketing cost, marketing margin, price spread, producer’s share in the consumer’s rupee, and marketing efficiency across different marketing channels. The results revealed that Channel I incurred the lowest marketing cost of ₹55 per quintal, while Channel III recorded the highest cost of ₹135 per quintal. The price spread was found to be lowest in Channel I (₹55 per quintal) and highest in Channel III (₹385 per quintal). Producer’s share in the consumer’s rupee was highest in Channel I (95.60%) and lowest in Channel III (72.20%). Marketing efficiency was also highest in Channel I (22.82) and lowest in Channel III (3.60). The findings indicated that the increase in intermediaries raised marketing costs and margins, reduced the producer’s share, and lowered marketing efficiency. Therefore, direct and shorter marketing channels were found to be more beneficial for Jardalu mango growers by ensuring higher returns and improved market performance.

Keywords: GI-tagged Jardalu Mango, Marketing Cost, Price Spread, Producer’s Share, Marketing Efficiency.

Author: Harsh Raj and Nisha Chacko

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