ISHS Acta Horticulturae 203: IX Symposium on Horticultural Economics, XXII IHC
MARKETING MARGINS OF VARIOUS FUNCTIONARIES FOR MANGOES MARKETED IN AZADPUR MARKET OF DELHI, INDIA. |
| Authors: | D. Srivastava, G. Bisaria |
| Abstract:
Mango occupies roughly one million hectares which is 40 percent of the total area under fruit cultivation. Main objective of this study was to examine the marketing margins of various intermediaries, with 1984 as year of reference. The study reveales that the growers hardly made any profit especially when fixed costs were taken into account. Commission agents charged 8 percent on the transactions. The profit reaped by the wholesalers/mashakhores was around 81 percent on their investment and that for retailers was 45 percent on their investment after taking into account the mango losses in transit, which during different periods ranged from 8 to 12.5 percent. The maximum losses were observed during the months of July and August when both the temperature and the humidity contributed to it. For the various processed products of the mango, the profit margins ranged from 23 percent to 137 percent. The study clearly brings out the exploitation of the mango market by various intermediaries at the cost of the growers. Hence, there is an immediate need for corrective measures like cooperative marketing and processing of mangoes. | |
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