Marketing of Mansuri Rice in Jaunpur District, Uttar Pradesh: An analysis of farmers#39; profitability and market constraints

Abstract

This study investigates the marketing system of Mansuri rice in Jaunpur district, Uttar Pradesh, focusing on identifying the key marketing channels, assessing the price spread, and analyzing the constraints impacting farmers’ profitability. Data was collected from 100 farmers, 20 traders, and 10 intermediaries through structured surveys. The study utilized Cost-Return Analysis to estimate profit margins, Marketing Margin Analysis to evaluate the efficiency of different marketing channels, and Garrett’s Ranking Technique to identify constraints. Results show that farmers predominantly sell through local traders, receiving only a small fraction of the final consumer price. The price spread between farm gate prices and retail prices was found to be significant. Constraints such as price volatility, poor infrastructure, and exploitation by middlemen were the most significant factors hindering farmers' profitability. The study recommends promoting direct marketing channels, improving market infrastructure, and enhancing the role of farmer cooperatives. These measures could significantly improve the income of farmers and ensure a more equitable distribution of profits across the supply chain.