An analysis of current marketing practices of sugarcane in Sitapur district, Uttar Pradesh

Abstract

This study investigates the sugarcane marketing practices in the Sitapur district of Uttar Pradesh, India, a key region for sugarcane production. The objectives of this study are to analyze the existing marketing channels, identify key stakeholders in the marketing chain, and evaluate the role of cooperative societies and government institutions. The study is based on a stratified random sample of 100 sugarcane farmers, 5 sugar mills, and 10 traders/commission agents. Data was collected through structured questionnaires, interviews with sugar mill managers, and government and cooperative records. The findings reveal that a majority of farmers (60%) prefer to sell their sugarcane through cooperative societies linked to sugar mills, while others rely on local traders (25%) and wholesalers (10%). The study highlights that while cooperative societies offer regulated prices, delayed payments prompt farmers to seek alternative channels. The SWOT analysis identifies the strengths of a strong cooperative base and government support but also points out weaknesses such as delayed payments and the monopoly of traders. Opportunities include the use of digital platforms and the formation of Farmer Producer Organizations (FPOs), while threats involve climate-related risks and price fluctuations. This research underscores the need for reforms in the sugarcane marketing system to improve transparency, reduce middleman influence, and enhance farmer incomes.