Marketed surplus and marketing cost and price spread analysis of mandarin orange in Amravati district of Maharashtra through different channels

This study examines the marketing dynamics of mandarin oranges in Amravati district, Maharashtra, focusing on production metrics, marketable surplus, and the costs associated with different marketing channels. The average garden size is 1.09 hectares, yielding approximately 149.8 quintals of mandarin oranges per garden. After minimal retention for family consumption (1.5 quintals), the marketable surplus stands at 148.3 quintals. Distribution occurs through two primary channels: Channel-I (Producer - Wholesaler - Retailer - Consumer), accounting for 29.61% of the marketed surplus, and Channel-II (Producer - Pre-harvest Contractor - Wholesaler - Retailer - Consumer), handling 70.53%.In Channel-I, producers incur a marketing cost of ₹176.4 per quintal, with transportation (34.01%), picking (17.29%), and labour charges (14.17%) being the major components. Conversely, in Channel-II, producers sell their produce to pre-harvest contractors at the farm gate, incurring no marketing costs themselves. The pre-harvest contractors bear the marketing expenses, amounting to ₹144.7 per quintal, with transportation (41.47%) being the predominant cost.Wholesalers in Channel-I incur marketing costs of ₹243.41 per quintal, with commission charges (50.53%) and the cost of baskets (18.03%) being significant expenses. In Channel-II, the wholesaler's marketing cost is ₹210.79 per quintal, with commission charges (57.36%) and mandi taxes (15.29%) as the primary components.The findings suggest that while Channel-II offers a cost advantage to producers by eliminating their direct marketing expenses, it transfers the cost burden to pre-harvest contractors and wholesalers. This study underscores the importance of selecting appropriate marketing channels to optimize profits and reduce costs, thereby enhancing the profitability and sustainability of mandarin orange cultivation in Amravati district.