Marketing and Supply Chain Analysis of Mushroom Production in Udham Singh Nagar District of Uttarakhand, India

The present study was designed with the prominent objective to evaluate marketing cost, margin, and efficiency. Samples of 60 mushroom growers were surveyed from two blocks of Udham Singh Nagar district. Based on the production, respondents were grouped into three categories viz. medium, small and marginal. For the analysis, Acharya’s method of marketing efficiency and Garrett’s ranking was used. From the study it was revealed that, marketing cost of per kg of mushroom in channel I, II and III was found Rs. 2.25, Rs. 23.66 and Rs. 40.1, respectively. Due to the absence of intermediaries, channel I had the highest modified marketing efficiency (MME). The study stressed the need for establishment of marketing facilities as a pre-requisite to promote mushroom production and also ensure remunerative price. Addressing marketing issue like problem in delay payment, storage and transportation are the major problems which will help to embrace this venture on a long run by creating more revenue.