Analysis of Marketing Efficiency of Prominent Vegetable Marketing Channels in Nadia District of West Bengal

Vegetables play an essential role in the Indian diet because of its high nutritive value. It is a good source of dietary fiber, folic acid, vitamins, and minerals. Though India ranks second in the production of fruits and vegetables in the world, a considerable amount gets wasted in our country due to the highly perishable nature. The pro duction also requires proper value chain management practices to minimize losses due to transportation and marketing. The present study is conducted in different villages under the Santipur Block and Krishanagar 1 Block of Nadia district in West Bengal during the year 2018–19. Quantitative data have been collected from forty vegetable growers randomly. Also, participatory interviews were conducted from twenty primary wholesalers, twelve secondary wholesalers, twenty-five retailers, and twenty consumers of Fulia, Majhdia, and Kolkata market. The marketing efficiency and producer share in consumers’ rupees were found to be higher in the local marketing channels than the Kolkata marketing channels because of little interference from the middlemen. The vegetable growers of the district were found to face problems concerning marketing such as low prices offered by the traders, fluctuation in prices, lack of storage facilities, etc.