Journal of Scientific Research and Reports

The study analysed the marketing channels, marketing efficiency and constraints associated with niger marketing in Visakhapatnam district, Andhra Pradesh. Primary data were collected from 40 niger farmers and market intermediaries during the 2020–2021 agricultural year using a pre-structured interview schedule. Two marketing channels were identified, and marketing costs, marketing margins, price spread, the producer’s share in the consumer’s rupee, marketing efficiency and constraints were estimated using standard analytical techniques and Garrett’s ranking method. The results revealed that Channel II (Producer–Village trader–Wholesaler–Wholesaler-cum-processor–Retailer) incurred higher marketing costs (₹370/q) than Channel I (Producer–Village trader–Wholesaler–Retailer) (₹255/q). The producer’s share in the consumer’s rupee was higher in Channel I (85.34%) than in Channel II (79.51%). The marketing efficiency index was also higher for Channel I (8.31) than for Channel II (3.88), indicating the better performance of the shorter marketing channel. The major constraints faced by farmers were non-remunerative prices (mean score 23.19), transportation difficulties due to the hilly terrain (23.07) and inadequate awareness of market news and intelligence (22.56). The findings suggest that strengthening market information systems, improving transportation infrastructure, promoting value addition and processing facilities and enhancing market linkages may improve marketing efficiency and increase farmers’ price realisation.