Marketing channels for marketing of potato in India

Abstract

Marketing channels are important economic link between production and consumption and maintain a balance between supply and demand. These involve private, institutional and corporate sectors wherein number of intermediaries play important role. Different marketing systems such as conventional marketing, retail chains through corporate sector, contract farming, direct marketing, cooperative marketing and future trading are prevalent in the country. Marketing channels of potato in different potato growing states of India viz., Uttar Pradesh, West Bengal, Bihar, Madhya Pradesh, Gujarat, Maharashtra, Karnataka, Punjab, Himachal Pradesh, Andhra Pradesh and Telangana have been reviewed. As many as 17 marketing channels have been identified which include. (1) Producer (P)- Commission agent (CA)- Wholesaler (WS)- Retailer (R)- Consumer (C), (2). P-CA cum WS-R-C, (3) P- Village Merchant (VM) - CA-R-C, (4) P-VM-WS-R-C, (5) P-VM-R-C, (6) P-Cold Storage (CS)-WS-R-C,(7) P-CS-CA-WS-R-C,(8) P- State Marketing Agency-R-C, (9) P-NAFED-R-C, (10) P-MARKFED-R-C, (11) P-APMC-WS-R-C, (12)P-APMC-Supermarket -C, (13). P-APMC-Processor-C, (14) Contract Farmer- Contractor cum Exporter- Importer, (15) P-CA/Exporter- Importer, (16) P-VM-CA/WS-Exporter-Importer and (17) P-Cooperative Marketing Society- Exporter- Importer. These major channels meet the demand of domestic and export market in India.