Marketing Constraints of Cardamom in Idukki District, Kerala

ABSTRACT This study, conducted in 2025 among 60 cardamom farmers in Idukki district, Kerala, examined the efficiency of marketing channels and the key constraints faced by producers. Using proportionate random sampling and Garrett’s ranking technique, price volatility emerged as the most critical constraint, followed by limited access to organized markets, high commission charges, poor transportation, and weak government support. Three channels were identified: (i) Producer → Wholesaler → Retailer → Consumer, (ii) Producer → Commission Agent → Wholesaler → Retailer → Consumer, and (iii) Direct sales to consumers. Channel I proved most efficient, with a 97.6% producer’s share and an MME of 38.40, compared to 96.6% and 26.72 in Channel II. Direct sales ensured higher margins but were restricted by local demand. Marketing costs averaged ₹120 per 50 kg bag, mainly due to transport. The findings highlight that despite efficient channels, structural challenges like price instability and weak institutional support undermine profitability, underscoring the need to strengthen e-auction access, improve infrastructure, and build farmer capacity in grading, storage, and market participation to sustain Kerala’s cardamom sector. Keywords: Cardamom, Idukki, Marketing channels, Price volatility, Producer’s share, Efficiency, Constraints, Spices Board