Marketing Pattern and Efficiency of Muskmelon in Haryana

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Page: 1070-1074

Aakashdeep¹, Parmindar Singh², J S Papang³ (Department of Agricultural Economics, CCS Haryana Agricultural University, Hisar, Haryana^1,3 and Krishi Vigyan Kendra, Sonepat, CCS Haryana Agricultural University, Hisar, Haryana²)

Muskmelon (Cucumis melo L.), a member of the Cucurbitaceae family, is a prominent crop grown during the zaid season in tropical climates. This study, conducted in Haryana’s Jhajjar and Karnal districts during 202223, aimed to explore the marketing pathways used by farmers, the methods by which muskmelons are sold, and the efficiency of these channels in terms of cost and returns. Farmers typically rely on three marketing routes: Channel I: Producer → Commission Agent → Retailer → Consumer; Channel II: Producer → Trader → Consumer and Channel III: Direct sale from Producer to Consumer. In Channel I, the highest share of marketing costs is borne by retailers (₹265 per quintal), followed by farmers (₹131.26/q) and commission agents (₹102/q). Channel II, involving fewer intermediaries, has lower total marketing costs (₹388.60/q). When it comes to farmer earnings, Channel II offers better returns-₹1,845/q compared to ₹1,393.99/q in Channel I. In terms of profits, retailers in Channel I earn ₹535.25/q, commission agents earn ₹472.75/q, and traders in Channel II earn ₹446.40/q. Price spread, which reflects the gap between what consumers pay and what farmers receive, was highest in Channel I (₹1,506.26/q) and lowest in Channel II (₹835/q). Consequently, the farmer’s share of the consumer’s rupee was greatest in Channel II at 68.84%. Using multiple efficiency measures-such as the Conventional, Shepherd’s, Acharya’s, and Abad et al.’s methods-Channel II was found to be the most efficient overall. While Channel III, involving direct sales, offered full price to farmers, it was used less frequently. These findings highlight the importance of streamlining marketing systems to reduce costs, enhance farmer earnings, and inform policy strategies for improving the muskmelon value chain.