Marketing analysis of bitter gourd (Momordica charantia L.) in Sultanpur district of Uttar Pradesh: A study on marketing channels, efficiency and constraints

Abstract: This paper presents a study conducted in the Sultanpur district of Uttar Pradesh, focusing on the marketing of bitter gourd in the selected area. The research employed a multistage stratified purposive cum random sampling technique to select the district, block, villages, and respondents. From the population, 100 growers were randomly chosen, comprising 66 marginal, 23 small, and 11 medium farmers during the period of 2021-2022, using the proportionate allocation technique. Primary data were collected through face-to-face interviews using a survey schedule. Three distinct marketing channels for bitter gourd were identified: Channel-I (producer to consumer), Channel-II (producer to retailer to consumer) and Channel-III (producer to wholesaler to retailer to consumer). The study revealed that Channel-I exhibited the highest marketing efficiency (29.15), followed by Channel-II (5.47) and Channel-III showed the lowest efficiency (2.96). Notably, different groups of farms predominantly sold bitter gourd through Channel-III. The research also shed light on the challenges faced by bitter gourd growers, including issues related to perishability, price fluctuations, and inadequate storage facilities. The paper emphasizes the significance of policymakers and stakeholders addressing these challenges and developing effective strategies and interventions to support the bitter gourd farming community.