Asian Research Journal of Agriculture

This paper explores the marketing channels, margins, and efficiencies associated with marigold flower cultivation in the Varanasi district of Uttar Pradesh, India. The study investigates three distinct marketing channels to understand their impact on the economic returns for marigold farmers. Through a systematic examination of the cost structures, price spreads, and producer's share in the consumer rupee across these channels, the research aims to identify the most efficient marketing practices that maximize profitability for cultivators. The research methodology involved a multi-stage sampling process, starting with the purposive selection of Varanasi district, followed by the selection of Kashi Vidyapeeth block, which has a high concentration of marigold farmers. Ten villages within this block were chosen randomly, and a stratified random sampling technique was used to select 10% of the farmers, categorized based on landholding sizes. Data was collected through both primary methods, including structured interviews and surveys, and secondary sources, such as reports from the District Agriculture Office. The results indicate that Channel III, characterized by direct-to-retailer sales, provides the highest producer share in the consumer rupee at 41.56%, with a lower price spread and total marketing cost compared to other channels. This channel emerges as the most efficient, suggesting that reducing intermediaries in the supply chain can lead to better financial outcomes for farmers. The study concludes that strategic market interventions and policy support are essential to promote more direct marketing avenues, thereby enhancing the income of marigold farmers in the region. This paper contributes valuable insights into the marketing dynamics of high-value agricultural products and offers practical recommendations for improving the efficiency and equity of agricultural marketing systems in India.