Abstract: This study explores the marketing channels and distribution mechanisms of Pearl Millet (Pennisetum glaucum), commonly known as Bajra, in the Morena district of Madhya Pradesh, India, with a particular focus on the Joura block. Given the economic significance and cultivation prevalence of Pearl Millet in this region, understanding the efficiencies and constraints of its marketing channels is crucial for improving the economic returns for local farmers and stakeholders along the supply chain. Employing a multi-stage stratified random sampling method, this research analyses two primary marketing channels: Channel I, which follows a traditional route from producers directly to consumers via commission agents and wholesalers, and Channel II, which introduces an intermediary contractor before reaching the wholesalers. The study assesses these channels based on market margins, efficiency, and the distribution costs incurred at each stage of the marketing process. The findings indicate significant variances in the net prices received by producers, the costs added by intermediaries, and the final prices paid by consumers. The study also identifies major marketing constraints, including high transportation costs, price fluctuations, and delayed sales, which are pivotal in shaping the marketing dynamics of Pearl Millet in the region. This research contributes to the body of knowledge on agricultural marketing by providing detailed insights into the operational challenges and efficiencies of Pearl Millet distribution channels. It offers practical implications for policymakers and agribusiness stakeholders aiming to enhance the profitability and sustainability of agricultural marketing in semi-arid regions of India.
Keywords: Constraint, Commission, Fluctuation, stakeholder, sustainability
Author: Rupesh Raj and Mr. Jayant Zechariah
doi: https://doie.org/10.0519/AE.2024638958
Reference: Acharya, S., & Agarwal, N. (2017). Enhancing market systems in Indian agriculture: A study of efficiency strategies. Journal of Agricultural Economics and Development, 31(2), 114-130. Bhatia, A., & Saha, S. (2021). Storage challenges in the agricultural sector: A review of economic impacts. Agricultural Studies, 45(4), 569-586. Das, A., & Lal, R. (2019). Sustainable farming practices in India: A focus on profitability and environmental health. International Journal of Agricultural Sustainability, 17(3), 234-251. Gupta, R., & Singh, D. (2020). The impact of market chains on rural economies in India. Journal of Rural Development, 39(1), 45-59. Jain, A., & Sharma, P. (2022). Economic analysis of agricultural marketing channels in Northern India. Agricultural Marketing Journal, 63(1), 78-94. Khan, M., & Agrawal, P. (2020). Contract farming and its impact on income and livelihoods for small-scale farmers: Case studies from India. Agriculture and Human Values, 37(3), 675-688. Kumar, P., & Yadav, S. (2017). Pearl millet production trends and the quest for sustainability in India. Agronomy for Sustainable Development, 37(22), 1-12. Mehta, A., & Raj, J. (2016). Market strategies and farmer outcomes in Pearl Millet production in Rajasthan. Journal of Agricultural Policy, 29(4), 306-319. Patel, K., & Patel, M. (2021). The cost of intermediation in agricultural markets in India. Economic Affairs, 66(2), 215-227. Pathak, P., & Joshi, H. (2021). Market interventions and their impact on agricultural productivity in Central India. Agricultural Economics Research Review, 34(1), 93-108. Rao, M., & Qaim, M. (2020). Price volatility in agricultural markets: An examination of the maize sector in India. Food Policy, 95, 101-113. Sharma, A., et al. (2018). Diversification and its impact on smallholder farmers: Evidence from a Pearl Millet study in Madhya Pradesh. Journal of Development and Agricultural Economics, 10(5), 200-211. Singh, R., et al. (2019). A comprehensive review of agricultural marketing in India. Journal of Marketing and Consumer Research, 54, 12-23. Verma, S., & Kumar, A. (2021). Distribution dynamics and price formation in agricultural markets: Insights from the Indian subcontinent. Market Studies, 42(2), 158-176.
PDF
