Economics of marketing of mango in south Konkan region of Maharashtra state

Mango is grown in all parts of Maharashtra state. However, it is not considered as commercial proposition except in Konkan region. In the year 2011 the area under mango in Maharashtra was 4.77 lakh ha with total production of 3.31 lakh MT. Total area under cultivation of mango in Ratnagiri and Sindhudurg districts is 60, 015 ha and 19, 270 ha, respectively. While aggregate production in south konkan region is about 96, 184 tonnes. (Anonymous 2010–11). It was observed that mango passes through five different channels of trade viz; I) Producer-consumer (direct sale) II) Producer-wholesaler/commission agent-retailer-consumer, III) Producer-pre-harvest contractor-wholesaler/commission agent-retailer-consumer, IV) Producer-co-operative society-consumer, V) Producer-fruit merchant-hawker-consumer. The price spread of mango fruits showed that the producer's share in consumer's price was highest (95.02 per cent) in channel I and it was lowest (31.82 per cent) in channel III. The producer's share in consumer's price in channel IV and V was 80.13 per cent and 63.85 per cent. In channel II it was 54.73 per cent, respectively. The gross margin of commission agents and retailers in channel II was 8.75 per cent and 22.95 per cent, respectively. The gross margin of pre-harvest contractors in channel III was 36.48 per cent, whereas, the gross margin of co-operative society in channel IV was 15.49 per cent, while fruit merchants and hawkers in channel V got 13.35 per cent and 17.99 per cent, margin respectively. The gross market margin was maximum in channel III (68.18 per cent), while, it was minimum in channel I (4.98 per cent). The marketing efficiency was highest in channel I and lowest in channel III. For marketing of mango, channel I was the most effi cient one but most of the cultivators sold their produce through commission agents.