Marketing practices and efficiencies of horticultural-based farmer producer organizations in Telangana state

Abstract

The present study was conducted to examine the marketing practices and estimate the marketing efficiencies of horticulture-based Farmer Producer Organizations (FPOs) in Telangana state. A total of 14 FPOs seven each categorized as Good Performing (GPFPOs) and Non-Performing (NPFPOs) were selected using a multi-stage sampling approach. The analysis reveals that GPFPOs exhibited superior marketing practices such as branding, export orientation, and better post-harvest handling. Marketing efficiency was assessed using both Shepherd’s method and Acharya’s approach. Results showed that GPFPOs achieved significantly higher marketing efficiency due to streamlined procurement, cost control, and value-added services. The findings underscore the importance of enhanced marketing capabilities and post-harvest infrastructure to improve FPO performance.