2023, Vol. 8, Special Issue 5

The study shows the value chain analysis of organic carrot and potato in the study area (Nilgiris district) which is a major supplier of organic vegetables to important markets within Tamil Nadu and in other states. The purposive random sampling method was used to interview the farmers and intermediaries like commission agents, wholesalers and retailers. The tools used were percentage analysis, price spread, farmer's share in the consumer's rupee and marketing efficiency. The marketing Channels identified in this study were Channel I: Producer – Pre-harvest contractor – Wholesaler – Retailer – Consumer, Channel II: Producer – Wholesaler – Retailer – Consumer, Channel III: Producer – Retailer – Consumer and Channel IV: Producer – Retailer. Among these Channel IV has the highest farmers' share in consumer rupee and marketing efficiency followed by Channel III, Channel II and Channel I. This showed that the efficiency of marketing Channels increases with the decrease in marketing intermediaries.