From orchards to markets: The journey of Punjab’s litchis

The study conducted an analysis of the marketing pattern and marketing efficiency of litchi cultivation in sub-mountainous zone of Punjab. A representative sample of 60 litchi growers was selected from four blocks of Pathankot and Hoshiarpur districts. The sampled growers had followed only two marketing channels which are; Channel-I: Producer-Pre-harvest contractor–Wholesaler-Retailer-Consumer and Channel-II: Producer-Direct sale by farmer-Retailer-Consumer. Channel-I was identified as the predominant channel, with 91.67 percent of the total produce being sold through this channel. Marketing costs of channel - I & channel - II worked out to be Rs. 884.05 & Rs. 866.90 per quintal which occupied about 19.48 and 19.09 percent share in the consumer's price. As indicated by the value of marketing efficiency index, channel-II was more efficient. Based on the study findings, the promotion of direct marketing of litchi is advised as a strategy to enhance the income of litchi growers.