The Marketing Channels of Chia and Their Efficiency in Kalyana-Karnataka Region, India

Chia (Salvia hispanica L.) is an emerging super foodsuperfood and medicinal plant belonging to the Lamiaceae family, and the centre of origin is in mountain areas of Guatemala and Mexico. Chia (Salvia hispanica L.) is gaining prominence as a superfood and medicinal plant within the Lamiaceae family, celebrated for its pseudocereal status and nutritional benefits worldwide. Introduced to India by the Central Food Technological Research Institute (CFTRI) in Mysuru, it has swiftly spread across the country, including Karnataka's Kalyan-Karnataka region, owing to its rich nutritional profile and medicinal properties. The objective of the study is to estimate the economics of chia farming. The present study was conducted to study the efficiency of marketing channels of chia, focusing on Bidar and Kalaburagi districts, which are pivotal due to their significant chia cultivation areas. Primary data was gathered through surveys of 30 sample farmers from each district during the 2023-24 period, and a total of 15 marketing middlemen were chosen from each district. Thus, the total sample size was 90. The study showed that Channel-I is more cost-effective for chia growers, making it the preferred option despite its relatively higher transportation costs in the study area. The study revealed that the extent of producers’ share in consumer rupee in Bidar district was 87.42 and 83.50 per cent in Channel-I and Channel-II, respectively. Similarly, in Kalaburagi district, the extent of the producer’s share in consumer rupee was 87.56 and 85.85 per cent in Channel-I and Channel-II, respectively. The study revealed that chia growers in Bidar and Kalaburagi districts identified a lack of market information as the most critical issue, followed by price fluctuation. Strengthening the marketing information system and implementing a price support mechanism through the government could help empower growers, reduce costs, improve profitability, and ensure more sustainable chia cultivation in the region.