Evaluating marketing dynamics of green pea producers in Ayodhya district

This research paper explores the production and marketing of green peas in Ayodhya district, focusing on data collected from 130 green pea farmers and 10 market functionaries. The study aims to assess the socio-economic background of farmers, identify the prevailing marketing channels, calculate the marketing costs, margins, price spread, and marketing efficiency, and highlight the constraints faced by farmers in the marketing process. The analysis reveals that the majority of green pea farmers are in the 30–50 age group, with moderate educational backgrounds and small to marginal landholdings. Three major marketing channels were identified, with direct marketing (Channel III) being the most efficient. The producer's share in the consumer's rupee was highest in Channel III (88%) and lowest in Channel I (60%). Key constraints included price fluctuation, lack of storage facilities, and transportation issues. The study suggests the establishment of cold storage, development of dedicated green pea mandis, promotion of Farmer Producer Organizations (FPOs), and implementation of a Minimum Support Price (MSP) to improve marketing efficiency and farmer income.