Marketing of Banana
Banana is said to be a common man's fruit, because there is large area under banana in India, its per hectare yield is also the highest (30 - 35 MT/ha) of all the fruits. Therefore its production is large and the prices are within the reach of common people. Total area under banana is 3.70 lakh ha, next to Mango. Among the States, Maharashtra contributes the maximum area of about 90,000 ha. In Maharashtra, area under banana is concentrated in Jalgaon district with nearly 60% area in that district.
Other districts growing banana are Parbhani, Nanded and Thane. Banana fruits from Jalgaon area are marketed in most parts of India, particularly in the north. In Tamil Nadu, banana is grown in Cauvery delta area.
Banana is a very perishable fruit and hence its marketing faces many problems such as chain of middlemen, transport, storage, etc. In local or short distance marketing number of intermediaries is small (one or two) but in long distance marketing commission agents and wholesalers are involved in addition to co-operative society.
Few findings of surveys on marketing of banana are presented here.
Marketing of Banana:
In the marketing of banana in Jalgaon district three channels were identified.
Marketing costs, margins and price spread
All these indicators indicate comparatively greater economic as well as operational efficiency of the marketing mechanism of channel I i.e. Co-operative Fruit Sale Society over remaining ones. However, it is suggested that the producer's share in consumer's rupee in Channel I can further be increased if the co-operative Fruit Sale Society directly deals with the markets in terminal markets rather than selling the produce to the commission agent.
Jalgaon & Sangli: (Maharashtra):
The major proportion of produce was marketed through two marketing channels
I Producer - co-op. Society - retailer - consumer
II Producer - wholesaler - retailer - consumer
The producer's share was 34.53% and 31.05% for member and non-member producer's respectively. The members of producer's co-operative association could therefore derive relatively higher profit margins.
Producer - co-op. Society - wholesaler
Retailer - consumer
Comm.to society 8%
Comm. To wholesaler 5%
Shares of expenditure on
i. Cultivation 65.6%
ii. Transportation 19.30%
iii. Commission 15.10% 100.00
Retailer - consumer
Cost of marketing through
i. Co-op. Society Rs.58.37%
ii. Private 61.59
Producer's share through
i. Co-op. 51.65%
ii. Private 48.37%
Cauvery Delta (Tamilnadu)
The practice of opting pre-harvest contractors at the time of 50per cent maturity of the crop is commonly followed by majority ((88%) of the growers. The prime reason stated by the farmers was that the pre-harvest contractors give advance payments before harvest of the bananas to meet their immediate needs for production, consumption and social activities. Other reasons were
Following constraints were observed
Marketing Harichhal Banana in Gorakhpur (U.P)