Sweating the Sweet: Marketing Challenges Faced by Mango Farmers

Abstract

With more than half of India's GDP coming from this industry, agriculture is one of the nation's most significant economic sectors. India's global reputation for producing a vast array of goods is well-established. Farmers find it extremely laborious to market their own agricultural products when middlemen are involved. The main factors in marketing are competitors, improper use of nearby markets, and unavailability. The marketing cycle includes the following: production, grading, transportation, pricing, information transmission from the market to the production area and vice versa, and finished goods. Transportation to and from the consumer, as well as the manufacturing of commodities, are all included in the agricultural marketing process. Data collection on the difficulties and opportunities associated with mango cultivation and marketing was the aim of this study. It has thus been recognized as a source of important and crucial information on the trends in mango production and the difficulties associated with their marketing. Therefore, to help small-holder farmers take advantage of opportunities and close skills and knowledge gaps to improve their standard of living, developmental activities should concentrate on the gaps that have been identified.