Author(s):

AR Kulkarni, AS Tingre and DJ Sanap

Abstract: Marketing of pomegranate is a multifaceted activity it also includes delivery of fruits from the grower’s field to the consumers. The distribution system involves complex links of producers, traders, transporters and consumers known as a marketing channel. The study revealed that most of quantity was sold through the channel II while less quantity was sold through channel I. Price paid by consumer was worked to ` 5605.49 and ` 5952.77 in channel I and channel II, respectively. In second channel the expenses incurred by producer was `110.12 in which the market expenses were not involved. It can be conclude that in channel II producers share in consumers rupee was more and consumer obtain the product at cheaper rate than other channel. In marketing of pomegranate mostly followed marketing channel was - Producer-Wholesaler cum-commission agent-Fruit trader-Retailer-Consumer. The producer share in consumers’ rupee was 90.88 per cent in channel I which was more than channel II. Lack of cold storage facilities and high rate of commission were the major constraint’s in marketing of pomegranate.

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