Marketing channels and their efficiency in distribution of citrus in central Tamil Nadu

Citrus cultivation holds significant importance in the agricultural landscape of Mannachanallur Taluk in Tiruchirappalli District, primarily due to its favourable soil conditions that support better crop establishment, growth, and yield. Lemon, being a predominant citrus crop in this region, is widely transported to various cities across Tamil Nadu immediately after harvest, highlighting its economic value. However, there is limited understanding of the distribution channels involved and the share of producers in the consumers’ rupee. The present study focuses on analysing the associated distribution mechanisms peculiar to citrus. The study has identified three different marketing channels. Among these, Channel I ensures the highest producers’ share in the consumers’ price. However, the producers’ share tends to decrease as the number of intermediaries increases, typically ranging between sixty to seventy percent. To address this issue, the establishment of a Farmer Producer Company (FPC) dedicated to citrus cultivation is recommended, aiming to reduce intermediaries and enhance farmers’ income.