STUDY ON MARKETING PATTERN OF APPLE CULTIVATION IN KASHMIR VALLEY, INDIA

Abstract

An attempt has been made in this paper to evaluate the price spread of apple in the state of Jammu and Kashmir; the study is confined to Baramulla and Pulwama district with 35 growers, who were selected randomly from six selected villages considered to collect the required information. The primary data were collected from the apple growers through personal interview method with the help of well prepared pre tested schedule for the year 2019-20. For the present study 4 marketing channel were identified for the transaction of apple i.e.; Producer - Aratiya - Wholesale - Retailer - Consumer; Producer - Pre-harvest Contractor - Wholesaler - Retailer - Consumer, Producer - Post-harvest - Contractor -Wholesaler - Retailer - Consumer and Producer - Commission Agent - Wholesaler – Retailer - Consumer. Thus it can be concluded that the apple business in Kashmir is more remunerative. This enterprise is not only profitable and financially viable but also provides employment to large number of people in the valley area. The area and production of the apple is increasing at the fast rate, but the various defects of the existing marketing system results in the least share to the producer. Net return from the apple business can further be increased if the problems and defects of existing marketing system as stated above are taken care of. It can also be concluded that apple growing is more beneficial on all producers.