Protected Vegetable Cultivation in Haryana: An Analysis of Marketing Efficiency and Major Constraints
DOI:
https://doi.org/10.48165/IJEE.2026.62120Keywords:
Marketing efficiency, Marketing channels, Marketing constraints, Production constraints, Protected vegetable cultivationAbstract
The study presents channel-wise marketing efficiency, the major marketing and production constraints faced by protected vegetable cultivators in Haryana. Using the Yamane sampling formula, a sample of 300 farmers cultivating cucumber, tomato, and capsicum was selected and primary data was collected through a pre-tested interview schedule during 2024. Marketing efficiency across major marketing channels was estimated using Acharya Modified Method, while Garrett Ranking technique was employed to prioritise key marketing and production constraints. The results revealed that direct to consumer marketing channels consistently recorded the highest marketing efficiency and farmer’s share, whereas channels involving commission agents were the least efficient due to higher marketing costs and intermediary margins. The Garrett Ranking analysis indicated that absence of minimum support price (MSP), high price fluctuations and lack of organised markets were the most severe marketing constraints. On the production side, labour shortages, high input costs, limited lifespan of polyethylene sheet and environmental pressures significantly affected profitability. The paper highlights that the issues of marketing and production are interlinked and jointly influences income stability and decision-making of protected vegetable cultivators. Strengthening market linkages, infrastructure and technical support is therefore is essential to enhance the economic viability of protected vegetable cultivation in Haryana.
Downloads
References
Acharya, S. S., & Agarwal, N. L. (2019). Agricultural marketing in India (9th ed.). Oxford & IBH Publishing Co. Pvt. Ltd., New Delhi.
Anamika, S., Ghalawat, S., Goyal, M., Malik, J. S., & Kumar, N. (2023). Cost and return analysis of tomato cultivation in Haryana. Indian Journal of Extension Education, 59(4), 19–22. https://doi.org/10.48165/IJEE.2023.59404
Ansari, M. A. (2020). A study of marketing and production constraints faced by vegetable growers. Asian Journal of Agricultural Extension, Economics & Sociology, 38(1), 55–62.
Birthal, P. S., Negi, D. S., Kumar, S., & Roy, D. (2021). Farmers’ participation in vegetable value chains in India: Determinants and impacts. Agricultural Economics, 52(1), 117–133.
Chand, K., Kumar, S., Suresh, A., & Dastagiri, M. B. (2020). Marketing efficiency of vegetables in developing economies: Evidence from Rajasthan, India. Indian Journal of Agricultural Sciences, 90(8), 1419–1427.
Chand, R., Joshi, P. K., & Gulati, A. (2021). Agricultural marketing reforms in India: Status, issues and pathways. Economic and Political Weekly, 56(50), 25–31.
Chand, R., Saxena, R., & Rana, S. (2020). Marketing costs and margins in perishable crop supply chains: Evidence from India. Journal of Agribusiness in Developing and Emerging Economies, 10(3), 345–359.
Chiphang, C., Singh, R., & Sharma, P. (2021). Resource use efficiency and profitability of high-value vegetable crops in northeast India. Agricultural Economics Research Review, 34(2), 210–220.
Department of Horticulture, Haryana. (2024). Horticulture statistics and status of protected cultivation in Haryana. Government of Haryana.
Food and Agriculture Organization of the United Nations. (2023). FAOSTAT statistical database. https://www.fao.org/faostat/
Garrett, H. E., & Woodworth, R. S. (1969). Statistics in psychology and education (6th ed.). David McKay Company, New York.
Kumar, A., Singh, R., & Meena, M. S. (2019). Constraints faced by the farmers in production and marketing of vegetables in Haryana. Indian Journal of Agricultural Sciences, 89(2), 331–336.
Kumari, S., Sharma, S., & Kaur, H. P. (2023). Identifying the constraints in the production and marketing of capsicum in the Solan district of Himachal Pradesh. International Journal of Current Microbiology and Applied Sciences, 12(6), 132–137.
Kundu, P., Adhikary, N. K., & Ghosal, A. (2019). Vegetables marketing scenario and price trends in South 24 Parganas district of West Bengal, India. International Journal of Current Microbiology and Applied Sciences, 8(12), 1821–1840.
Manohar, B. H., & Naik, P. (2022). A comparative study on marketing cost, margin, price spread and efficiency of tomato under open versus protected cultivation in Karnataka. Asian Journal of Agricultural Extension, Economics & Sociology, 40(11), 542–550.
Nain, M. S., Singh, R., Mishra, J. R., Sharma, J. P., Singh, A. K., Kumar, A., Gills, R., & Suman, R. S. (2019). Maximising farm profitability through entrepreneurship development and farmers’ innovations: Feasibility analysis and action interventions. Indian Journal of Agricultural Sciences, 89(6), 1044–1049. https://doi.org/10.56093/ijas.v89i6.90833
Nimbrayan, P. K., Bhatia, P. K., & Kumar, A. (2021). Comparative economic analysis of capsicum cultivation under different protected structures in Haryana (India). Indian Journal of Agricultural Sciences, 91(1), 58–63.
Nuthalapati, C. S. R., Kumar, A., & Kumar, S. (2024). Determinants and income effects of small farmers selling to supermarkets versus traditional channels in four regions of India. Economic and Political Weekly, 59(44–45).
Ogutu, S. O., Gödecke, T., & Qaim, M. (2020). Supermarket contracts and smallholder farmers: Empirical evidence from Africa and implications for Asia. Food Policy, 95, 101940. https://doi.org/10.1016/j.foodpol.2020.101940
Pareek, J., Girdhar, A., Kumar, M., & Goyal, N. (2024). Constraints faced by the farmers in production and marketing of cauliflower in Haryana, India. Asian Journal of Agricultural Extension, Economics & Sociology, 42(5), 249–254.
Singh, S., Kumar, V., & Singh, R. (2022). Market access, constraints, and performance of vegetable growers in northern India. Journal of Agricultural Development and Policy, 32(2), 45–56.
Thakur, P., Mehta, P., & Guleria, A. (2025). Determinants of farmers’ choice for agricultural output marketing channels of tomato (Solanum lycopersicum): An empirical evidence from north western Himalayan region. Environment, Development and Sustainability, 27, 10497–10521. https://doi.org/10.1007/s10668-023-04319-1
Verma, J. (2025). Constraints and suggestions among trained and untrained soybean growers in Madhya Pradesh, India. Asian Journal of Agricultural Extension, Economics & Sociology, 43(4), 58–62. https://doi.org/10.9734/ajaees/2025/v43i42717
Villacis, A., Kopp, T., & Mishra, A. K. (2024). Agricultural marketing channels and market prices: Evidence from high-value crop producers in India. Economic Analysis and Policy, 81, 1–12. https://doi.org/10.1016/j.eap.2024.02.004
Yamane, T. (1967). Statistics: An introductory analysis. Harper & Row, New York.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
