Economic analysis of sustainable potato marketing strategies and constraints in Kangra district of Himachal Pradesh

Potatoes, a substantial cash crop with the ability to increase farm revenue and promote long-term agricultural development, are the subject of this study, which investigates sustainable marketing tactics, expenses, margins, and limitations in the Kangra area of Himachal Pradesh. Potatoes exhibited a high marketable surplus of 97%, as indicated by the primary data collected from 200 farmers. Nevertheless, the rate at which large farmers sold their potatoes was nearly four times higher than that of small farmers. Post-harvest losses reduced the marketed surplus to 96% of production. Direct marketing to consumers (Channel I) was the most efficient channel, with a marketing efficiency of 9.54. Conversely, Channel IV, which included local traders, wholesalers, and retailers, had a lower efficiency of 3.86 and accounted for 39% of the marketed surplus. Channel I had the largest producer’s share in the consumer’s rupee, accounting for 93%, while Channel IV had the lowest proportion at 74%. Transportation, storage losses, packing, and grading were the main expenditures. The primary constraints, as reported by 84% of farmers, were high input costs (49%), inadequate transportation (49%), lack of market information (54%), and low pricing (74%). This study provides distinct perspectives on the sustainable marketing challenges and prospects that are exclusive to the Kangra district, addressing a significant void in the existing literature on potato value chains in mountainous areas. The findings offer useful direction for policymakers and stakeholders in formulating focused initiatives to improve the sustainability and profitability of potato cultivation in comparable agro-ecological zones.