A Study on Marketing Challenges Faced by Mango Farmers in the Gadag District

Abstract

"Agriculture is one of India's most important economic sectors, contributing to over half of the country's GDP. India's ability to produce a wide range of items is well-known around the world. Marketing of the self-grown agricultural produces by the farmers is considered a most tedious task with the presence of middlemen (Bhagawan). Competitors, Unavailability of nearby markets and improper are the major circumstances in marketing. Production, grading, transportation, pricing, transmitting information from the production area to the market and from the market to the production area, and finished items are part of the marketing cycle. The agricultural marketing process includes the manufacture of goods and commodities, as well as transportation to and from the consumer. The objective of this study was to gather data on the challenges and potential of mango production and marketing. As a result, it has been identified as a source of significant and essential information on mango production trends and their marketing challenges. As a result, developmental activities should focus on the identified gaps that might help small-holder farmers exploit opportunities and fill skills and knowledge gaps to better their livelihoods. The present study took part in the Hulkoti, Gadag district, Alphanso is the most common variety grown in Gadag, but other cultivars such as Mallika and Ratnagiri are also popular. The study threw some light on mango marketing challenges and issues by the farmers. Primary data was collected during the study with a sample size of 30 mango farmers. The outcomes of the study are the farmers need training and education on preservation, processing, packaging, financial and marketing assistance, and forward and backward linkages. Farmers required entrepreneurs to market their mangoes, Cold storage, and improved technologies in the production and storage of mangoes."