Abstract:
Marketing costs, margins and important marketing channels for 'Basrai' cv. (Dwarf cavendish)
were examined on the basis of data collected from growers, co-operative societies and
intermediaries in selected districts of India. Losses at farm after harvest and during marketing up
to retail level were studied. Farmers sell their standing crop to pre-harvest contractors and also to
co-operative societies and commission agents. The net price received by the farmer is slightly less
when produce is sold through co-operative society since the society charges higher commission
than private commission agents. The share of producer, trader/wholeseller and retailer in price
paid by consumer was nearly 28,22 and 40 percent, respectively in two major channels in which
farmers sold the produce to buyers of distant market through co-operative societies and
commission agents. Transportation cost increased with distance between production area and
market and this increased marketing cost. At local market in Jalgaon, retailer's share was
63.13% in price paid by the consumer. The losses of banana fruit at farm, wholesale and retail
levels were 5.38,3.50 and 2.85%, respectively. Losses at farm included culled, very small- sized,
splitted and black spotted fruit. Rotting and softening were the major causes of loss at retail level
since the fruit was ripened just before the retail phase of marketing.