Marketing Efficiency and Disposal Pattern of Pomegranate in Maharashtra, India

Aims: This research aims to identify factors that influence marketing efficiency and disposal patterns of pomegranates, with the aim of increasing farmer income and reducing post-harvest losses.

Study Design: Vashi market near to Navi Mumbai was selected for the study purpose due to maximum hoarding of pomegranates in the states and from the other states as well. A total 60 Producers and 40 functionaries were asked to respond against a structured schedule which was prepared for the purpose.

Place and Duration of Study: The study was undertaken as the mandatory project work programme of MBA (Agribusiness) which was undertaken jointly by International Agribusiness Management Institute and ABC Company, Maharashtra in the month of January-April 2024.

Methodology: Different stakeholders, connected to the Vashi market were selected purposively to address the problem statement and the corresponding objectives which were analysed further through descriptive statistics and Acharya Measurement of Marketing Efficiency.

Results: Producers were getting more than 60 percent of the share in consumer rupee irrespective of the four major channels. The state share in pomegranate production was also quite significant at the national sphere. Despite that, storage issues, transportation issues and some cases issues of packaging materials generate cost escalation for the stakeholders. It was observed, where farmers were doing primary processing before selling the pomegranate to the next stakeholders were getting good amount of net income from it.

Conclusion: It is advised to encourage the development of the farmers’ market where producers can sell directly to consumers and reaping more benefit from their surpluses.