Marketing of paneer in Purulia District, West Bengal: Marketing channels analysis

Paneer, a soft cheese extensively consumed in India, represents a vital segment of the dairy sector, contributing significantly to rural income and nutrition. In West Bengal’s Purulia district, the paneer market is gradually gaining prominence due to growing demand from both rural and semi-urban populations. This study investigates the socio-economic aspects and marketing system of paneer in Purulia, focusing on marketing channels, costs, margins, and constraints. A purposive sample of 60 respondents paneer producers, wholesalers, retailers, and consumers was surveyed using structured interviews. The analysis employed cost-margin calculations, Shepherd’s formula for marketing efficiency, and Garrett’s ranking to identify constraints. Three marketing channels were identified: Channel I (Producer → Consumer), Channel II (Producer → Retailer → Consumer), and Channel III (Producer → Wholesaler → Retailer → Consumer). Channel I yielded the highest producer’s share (81.25%) and marketing efficiency (5.33), attributed to the absence of intermediaries. However, scalability remained limited. Channel III incurred the highest cost and lowest efficiency (2.50) but facilitated wider distribution. Major constraints included lack of cold storage, high transportation costs, price volatility, and poor market information. The study recommends enhancing cold chain infrastructure, facilitating direct marketing strategies, and providing training on market access. Government support in branding, quality certification, and cooperative marketing can significantly improve profitability. This research contributes to policy development and entrepreneurial strategies aimed at strengthening the paneer value chain and improving livelihoods in rural India.