2024, Vol. 9, Special Issue 5

The presented study has been conducted in Amravati district of Maharashtra state which has the potential area under Orange cultivation. A sample of 120 farmers was surveyed from three tehsils of the districts and 10 marketing agencies. In the surveyed area fourty middleman and three marketing channels were identified. This study found that 10.83 per cent farmers sold their production through channel I while 31.66 and 57.50 per cent were sold through channel II and channel III. The analysis also revealed that channel I was more remunerative because farmers share in consumer rupees was highest (59.46 per cent). The price spread was maximum in channel II and channel III. Marketing efficiency was maximum for Channel I (1.47), followed by Channel II (1.00) and Channel III (0.93).