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Marketing Channel Performance and Export Competitiveness of Pineapple in India with Special Reference to West Bengal

Author

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  • Md Nasim Ansari
  • Jamaluddeen

Abstract

This study examines the marketing channel performance and export competitiveness of pineapples in West Bengal, India, through a sample of 400 growers and 30 intermediaries. Six main marketing channels are identified, with Channels II and VI accounting for 75% of the distribution, while Channel I, though most efficient, has limited capacity. Regional differences in marketing costs and profit margins are notable, with higher costs in Uttar Dinajpur and Jalpaiguri compared to Darjeeling. Wholesalers capture the largest share of profits. Despite growth in pineapple exports, competitive pricing is hindered by low revealed comparative advantage and negative revealed symmetric comparative advantage values. The study recommends improving logistics, reducing intermediaries and investing in infrastructure to enhance marketing efficiency. For export competitiveness, improving product quality, developing marketing strategies and securing government support are crucial. Training and financial assistance for farmers are essential for the sustainable growth of the pineapple sector.

Suggested Citation

  • Md Nasim Ansari & Jamaluddeen, 2025. "Marketing Channel Performance and Export Competitiveness of Pineapple in India with Special Reference to West Bengal," Paradigm, , vol. 29(1), pages 78-95, June.
    • Handle: RePEc:sae:padigm:v:29:y:2025:i:1:p:78-95
    DOI: 10.1177/09718907251344498
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