Market dynamics and economic analysis of organic tomato in a developing region: Evidence from Prayagraj, Uttar Pradesh

Purpose: This study investigates the socio-economic conditions, marketing channels, and economic viability of organic tomato production in Prayagraj, Uttar Pradesh, a developing region with growing organic demand. Design/methodology/approach: A structured survey was conducted with 180 respondents, including organic tomato farmers, traders, and consumers. Data collected focused on socio-economic characteristics, marketing channels, costs, margins, price spreads, and marketing efficiency. Findings: The study finds that organic tomato cultivation is primarily carried out by middle-aged, semi-educated farmers with small to medium landholdings. Marketing inefficiencies and high intermediary margins pose significant challenges, with a dominant share of the market controlled by traditional retailer channels (70%). The emerging role of e-commerce offers potential for reducing intermediary margins. The marketing efficiency ratio (MER) of 1.5 suggests room for improving the value chain through better direct-to-consumer models. Originality/value: This paper provides novel insights into the organic tomato supply chain in Prayagraj, a region characterized by small-scale organic farming. It highlights the need for policy interventions to improve marketing efficiency, reduce intermediary costs, and promote e-commerce solutions to enhance profitability for farmers.