Economic analysis of direct marketing of jackfruit through institutional intervention in Bengaluru Rural District

Performance of Jackfruit Growers’ Association (JGA) in marketing of produce was analysed in Bengaluru Rural District of Karnataka. Data collected from randomly selected 30 members of JGA and 30 non-members were analysed using marketing efficiency measures. While JGA members followed Channel-I (Farmers—JGA—Consumers), non-members followed either Channel-II (Farmers—wholesaler-cum-Retailer—Consumer) or Channel-III (Farmers—Consumers). Maximum transaction of fruit occurred through Channel-I (350 tonnes) as compared to Channel-II (95.55 tonnes) and Channel-III (10.13 tonnes). Statistical t-test employed showed that there is a significant difference in the mean income earned by member and non-member farmers. Though producers’ share in consumers’ rupee and marketing efficiency were highest for Channel-III (100% and 1.00, respectively) as compared to Channel-I (98.4% and 0.98, respectively) and Channel-II (33.13% and 0.49, respectively), profit realised per fruit was the highest in Channel-I (Rs.111.5). The results show that marketing of agricultural produce through commodity based associations fetch higher profits to the producers and hence needs to be further encouraged.