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<p>Kiwifruit sector has emerged as a high-value horticultural crop in the Indian Himalayan Region (IHR), contributing to rural income, employment, and sustainable agriculture. However, limited market access, reliance on intermediaries, and marketing inefficiencies restrict farmers’ profitability. Despite its growing significance, little empirical research has examined how kiwifruit farmers choose marketing channels or the specific barriers they face in remote, hilly regions like the IHR. This study aimed to identify the marketing channels used by kiwifruit growers, evaluate their performance, analyze the socio-economic and institutional factors influencing farmers’ choices, and assess key constraints in adopting sustainable marketing practices. Data were collected from 300 farmers and 60 intermediaries across Himachal Pradesh using multistage random sampling. Binary logistic regression, Acharya’s marketing efficiency analysis, and Chi-square tests were employed for analysis. The results indicated that channel direct-to-consumer marketing, though used by only 7.51% of farmers, offered the highest marketing efficiency (79.53%) and producer share (98.76%). Education, farm size, income, proximity to markets, and extension support significantly influenced channel choice. Key constraints included high commissions, inadequate transportation infrastructure, and limited access to market consultancy services. Targeted policy interventions such as enhancing FPOs, strengthening rural infrastructure, promoting digital platforms, and supporting inclusive procurement are crucial to improving farmers’ bargaining power, reducing intermediary dependence, and achieving sustainable horticultural development. These efforts will contribute to SDGs 1, 2, 5, 8, 10, and 12.</p>

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Assessment of Factors Influencing Farmers’ Choices of Marketing Channels for Kiwifruit (Actinidia deliciosa A. Chev.): Insights from the Indian Himalayan Region

  • 期刊论文

  • 发表日期：

    2025年11月3日

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  • Shilpa Sharma,
  • Rakesh Kumar Gupta,
  • Ashu Chandel,
  • Vishal Singh Rana,
  • Subhash Sharma,
  • Neeraj Sankhyan,
  • Umesh Sharma

摘要

Kiwifruit sector has emerged as a high-value horticultural crop in the Indian Himalayan Region (IHR), contributing to rural income, employment, and sustainable agriculture. However, limited market access, reliance on intermediaries, and marketing inefficiencies restrict farmers’ profitability. Despite its growing significance, little empirical research has examined how kiwifruit farmers choose marketing channels or the specific barriers they face in remote, hilly regions like the IHR. This study aimed to identify the marketing channels used by kiwifruit growers, evaluate their performance, analyze the socio-economic and institutional factors influencing farmers’ choices, and assess key constraints in adopting sustainable marketing practices. Data were collected from 300 farmers and 60 intermediaries across Himachal Pradesh using multistage random sampling. Binary logistic regression, Acharya’s marketing efficiency analysis, and Chi-square tests were employed for analysis. The results indicated that channel direct-to-consumer marketing, though used by only 7.51% of farmers, offered the highest marketing efficiency (79.53%) and producer share (98.76%). Education, farm size, income, proximity to markets, and extension support significantly influenced channel choice. Key constraints included high commissions, inadequate transportation infrastructure, and limited access to market consultancy services. Targeted policy interventions such as enhancing FPOs, strengthening rural infrastructure, promoting digital platforms, and supporting inclusive procurement are crucial to improving farmers’ bargaining power, reducing intermediary dependence, and achieving sustainable horticultural development. These efforts will contribute to SDGs 1, 2, 5, 8, 10, and 12.