Marketing Appraisal of Lime (Citrus aurantifolia) in Middle Gujarat, India Christian R. R, Zala Y.C. Department of Agril. Econ., BACA, AAU, Anand Online published on 13 January, 2016. Abstract The present investigation was undertaken in Middle Gujarat with a view to study the disposal pattern, marketing cost and marketing efficiency in lime marketing. A sample of 120 lime growers as well as 15 wholesalers and 15 retailers were randomly selected from Anand, Vadodara and Kheda districts. The results revealed that, on an average, marketable surplus was 93.69 per cent of total production. For the marketing of lime fruits, the major identified channel was Producer ∞ Wholesaler ∞> Retailer-∞ Consumer in the study area. The gross price received by growers was ` 1431.64 per quintal; whereas estimated total marketing cost incurred by lime growers amounted to` 192.43 per quintal (5.63 per cent of consumer's price). The total expenses incurred by wholesalers came to` 102.55 per quintal (3.00 per cent of retail price). The net realization of wholesaler was found to be ` 782.33 per quintal (22.91 per cent of the retail price). The total expenses incurred by retailers amounted to` 304.42 per quintal (8.91 per cent of retail price). The net realization of retailer was ` 794.13 per quintal (23.25 per cent of retail price). In total, marketing cost and marketing margins amounted to ` 599.40 and ` 1576.46 per quintal, respectively. The producer's share in consumer's rupee was 36.29 per cent. The marketing efficiency index was 0.57. This implies that lime marketing system has been working at reasonable efficiency looking to the perishable nature of the crop. The component wise total marketing cost implies that the commission charges had the major share of about 41 per cent in total marketing cost. Thus, there is a scope to enhance the efficiency through intervention of marketing co-operatives. Also require to bring some rules for intermediaries in market yards. These will help the growers in orderly marketing of their produce and reduction in unauthorized market charges. The major problems felt by lime growers were low market prices, high commission charges, weed infestation, plant protection problems, inadequate transport facilities or high transportation charges, lack of fertilizers and high cost of fertilizer, labour shortage and so on. Top Keywords Lime, marketing. Top |