Identifying and analyzing sugarcane marketing channels in Gujarat

Abstract

Growth of sugarcane production in Gujarat is eye catching in last few years. Besides that, due to perishable nature of sugarcane, marketing factor plays an important role. The current study focuses on identification of marketing channels. The present study was conducted in Gujarat. From 200 farmers data were collected through predesigned schedule. Acharya’s modified method was used for calculation of marketing efficiency. In the study area, 6 marketing channels of sugarcane were identified viz., (I) Farmer - sugar factory (II) Farmer - jaggery processing unit (III) Farmer - sugarcane juice centre (IV) Farmer - wholesaler - sugarcane juice centre (V) Farmer - wholesaler - retailer - consumer (VI) Farmer - wholesaler - retailer - consumer. Marketing efficiency was the highest of channel III.