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Marketing of Guava in Allahabad District, Uttar Pradesh


  • K Malar Mathi
  • Pandey A P


Agricultural development is crucial to India's overall progress as it accounts for nearly 20-30% of the Gross Domestic Product (GDP). Due to inadequate facilities for storage, transportation and processing of agricultural produce, the post-harvest losses amount to 25-30%, causing a monetary loss to the tune of several thousand crores. Therefore, awareness of resource management practices and management of proper marketing of produce is essential, so as to encourage new farmers to initiate production of fruits like guava to improve the employment and income of the rural masses. This paper aims at identifying the supply chain with respect to guava, a tropical fruit in the Allahabad District of Uttar Pradesh. The results of the study clearly show that as the marketing costs increase, the marketing efficiency decreases. The study also evaluates the problems encountered by various processing units at various levels under seven categories. Finally, the paper draws meaningful inferences using SWOT analysis and TOWS Matrix.

Suggested Citation

  • K Malar Mathi & Pandey A P, 2008. "Marketing of Guava in Allahabad District, Uttar Pradesh," The IUP Journal of Agricultural Economics, IUP Publications, vol. 0(1), pages 7-23, January.
  • Handle: RePEc:icf:icfjag:v:05:y:2008:i:1:p:7-23

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