An assessment of marketing channels of poultry products and constraints faced by poultry producers in udaipur and Ajmer districts of Rajasthan

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Int.J.Curr.Microbiol.App.Sci (2021) 10(03): 1712-1717 International Journal of Current Microbiology and Applied Sciences ISSN: 2319-7706 Volume 10 Number 03 (2021) Journal homepage: http://www.ijcmas.com Original Research Article https://doi.org/10.20546/ijcmas.2021.1003.213 An Assessment of Marketing Channels of Poultry Products and Constraints Faced by Poultry Producers in Udaipur and Ajmer Districts of Rajasthan Nikita* Department of Agricultural Economics, Swami Keshwan and Rajasthan Agricultural University, Bikaner, India *Corresponding author ABSTRACT Keywords Poultry Products, Poultry Producers, Livestock Article Info Accepted: 15 February 2021 Available Online: 10 March 2021 The present study was carried out in Udaipur and Ajmer districts of Rajasthan. The primary data were collected from ten poultry farms from each district through a well structured questionnaire. The results revealed that the most popular marketing channel in Udaipur district was identified as channel-III (Producer-Wholesaler-Retailer-Consumer) for both broilers as well as eggs marketing, while in case of Ajmer district channel-V (Producer-Super market-Consumer) and channel-III (Producer Wholesaler-RetailerConsumer) has been found as best for broilers and eggs, respectively. The per cent average broiler sold through this channel is 30.26 per cent and 26.45 per cent is sold through channel-V in Ajmer. The per cent average egg marketed through popular marketing channel of Udaipur and Ajmer district was 33.67 and 21.85, respectively. Major constraints faced by poultry producers were identified as high cost of feed, day old chicks, medicine and veterinary charges, high disease incidence, high fluctuations in selling prices, high rate of mortality, high cost of variable inputs, high cost of establishment, nonavailability of government policies and subsidies and non-availability of resources has been found as major problems in poultry production. Introduction Livestock are an integral component of farming system in Indian agriculture. It contributes manifold to the growth and development of agriculture sector. On one hand, it helps to improve food and nutritional security by providing nutrient rich food products on the other hand, it generates income, employment and gives cushioning effect against crop failure. It also provides draft power, manure inputs to the crops and contributes to foreign exchange through exports. Livestock is emerging as a driving force in the growth of agricultural sector of India. Animal Products plays an important role in the socio- economic life of the country. It is a rich source of high quality of animal products such as milk, meat and eggs. India has emerged as the largest producer of milk with 18.48 percent share in total milk production in the world and accounts for about 5.25 percent of the global egg production (19th Livestock Census, GoI, 2012). The processed poultry market is 1712 Int.J.Curr.Microbiol.App.Sci (2021) 10(03): 1712-1717 mainly concentrating in serving hotel, restaurant and institutional consumers. Indian poultry and egg consumption continues to grow up and is expected to double by 2020. While agricultural production was rising at the rate around 2 per cent per annum over the past two to three decades, whereas poultry production has been rising at the rate of around 8 per cent per annum, with an annual turnover of US $7500 million. Livestock population of India is highest in the world; it contributes approximately 4 per cent to GDP and 27 per cent to agricultural GDP (Economic Survey 2015-16). Poultry Industry is providing nutritional security to the poor and also offering employment to millions of people in rural and urban areas. The future for Indian poultry Industry appears to be very favorable and is driven by rising purchasing power, changing food habits, contract poultry farming and rapid urbanization are certain key reasons for this constant upswing in poultry sector. only depends on productivity but also on sale price of poultry products. Marketing of poultry products is equally important as its production. Due to lack of efficient marketing system, the poultry producer’s rupee is forfeited by intermediaries. Livestock sector contributes approximately 4 per cent to GDP and 25.6 per cent to agricultural GDP (Economic Survey 201819). Eggs and poultry meat has emerged next to milk as a contributor to the output from livestock sector in recent years. The percentage contribution of eggs and poultry meat was 4.47 percent in 1951-52, which reached to a little over 9 per cent in 2017-18. Total percentage share of poultry production in total export is 0.53 percent. The egg availability is 74 eggs per person per year in India, while as per National Nutrition Institute this should be about 180 eggs per person per year. Rajasthan ranks 14th in egg production and contributes 10 per cent of meat production in India. Marketing channels were searched out on the basis of the poultry product reaches from producer to consumer i.e., route followed by producer for marketing his product. The information collected from poultry producers and market traders, regarding disposal pattern and quantity of product sold through the particular channel was pooled together to identify marketing channels in poultry product trading. Unlike other farm products, the shelf life of poultry products is very poor. This forces the producers to use it quickly within a short period in order to avoid loss. The return not An efficient system of marketing of poultry products will result in reduction of marketing cost and middleman’s margin on one hand and increase in returns to the producer’s on the other hand. Therefore, the study pertaining to marketing aspects is important and relevant to the present need. If proper marketing channels for disposal are not available then it affects returns adversely. As eggs and poultry meat is perishable in nature, there should be effective market and marketing channels. Materials and Methods Marketing channels Constraints faced by poultry producers Constraints faced by poultry growers in egg and chicken production in both the areas were identified and ranked by using their frequency of occurring. In this technique the poultry farmers has been asked to rank the factors that are limiting the poultry production. The order of the merit given by the respondents was changed into ranks. Results and Discussion 1713 Int.J.Curr.Microbiol.App.Sci (2021) 10(03): 1712-1717 Marketing channels prevailing in Ajmer district Marketing channels in Udaipur district Marketing channels for broiler and eggs marketed by small and large broiler and layer producers in Udaipur district has been shown in Figure 1 (Table 1 and 2). The marketing channels prevailing in Ajmer district for small and large poultry farms have been presented in Figure 2 (Table 3 and 4). Table.1 Marketable surplus and marketing of broiler in different marketing channels in Udaipur Size of broiler farms Small Total no. of broiler / Cycle / Farm 1,050 Large 6,300 Average 3,675 Mortality & Home Consumption of broiler 80 (8.24)* 350 (5.88)* 215 (6.21)* Marketing channels I II III 252.00 (25.98) 1,249.00 (21.00) 750.50 (21.69) 237.00 (25.77) 1,547.00 (26.00) 892.00 (25.78) 250.00 (24.43) 1,844.00 (30.99) 1,047.00 (30.26) Broiler marketed IV 231.00 (23.82) 1,310.00 (22.01) 770.50 (22.27) Figures in parentheses indicates percentage share in total broilers marketed * Percentage of total broiler production mortality and home consumption Table.2 Marketable surplus and marketing of layer egg in different marketing channels in Udaipur Size of layer farms Total no. of layers/ farm No. of eggs produced/ birds /year Total no. of eggs produced/farms Broken & Home Consumption of eggs Marketing Channels I (P-C) II (P-R-C) III (P-W-R-C) IV (P-H/R-C) Eggs marketed Small Large Average 4,200 280 9,450 284 6,825 282 1,176,000 2,683,800 1,929,900 6,000 (0.51)* 10,000 (0.37)* 8,000 (0.41)* 245,750.00 (21.00) 315,870.00 (27.00) 304,220.00 (26.00) 304,160.00 (26.00) 1,170,000 (100.00) 521,150.00 (19.50) 615,700.00 (23.03) 990,250.00 (37.03) 546,700.00 (20.44) 2,673,800 (100.00) 383,450.00 (19.95) 465,785.00 (24.24) 647,235.00 (33.67) 425,430.00 (22.14) 1,921,900 (100.00) Figures in parentheses indicates percentage share in total eggs marketed * Percentage of total eggs production broken and consumed at home 1714 970 (100.00) 5,950 (100.00) 3,460 (100.00) Int.J.Curr.Microbiol.App.Sci (2021) 10(03): 1712-1717 Table.3 Marketable surplus and marketing of broilers in different marketing channels in Ajmer district Size of broiler farms Small Large Average Total no. of broiler / Cycle /farm Mortality & Home Consumption of broiler Marketing Channels I II 1,050 6,300 3,675 120 (12.90)* 500 (8.62)* 325 (9.65)* 150.00 (16.13) 200.00 (21.50) 250.00 (26.88) 150.00 (16.13) 180.00 (19.36) 930 (100.00) 500.00 (8.62) 1,000.00 (17.24) 1,500.00 (25.86) 1,200.00 (20.69) 1,600.00 (27.59) 5,800 (100.00) 325.00 (9.66) 600.00 (17.84) 875.00 (26.01) 675.00 (20.01) 890.00 (26.45) 3,365 (100.00) III IV V Broiler marketed Figures in parentheses indicates percentage share in total broilers marketed * Percentage of total broiler production mortality and home consumption Table.4 Marketable surplus and marketing of layer egg in different marketing channels in Ajmer district Size of layer farms Total no. of layers/ farm No. of eggs produced/ birds /year Total no. of eggs produced/farms Broken & Home Consumption of eggs Marketing Channels I II III IV V Eggs marketed Small Large Average 4,200 285 9,450 290 6,825 287.50 1,197,000 2,740,500 1,968,750 10,000 (0.84)* 296,750.00 (25.00) 250,000.00 (21.06) 237,400.00 (20.00) 1,75,000.00 (14.74) 227,850.00 (19.20) 12,000 (0.44)* 409,275.00 (15.00) 545,700.00 (20.00) 682,125.00 (25.00) 463,845.00 (17.00) 627,555.00 (23.00) 11,000 (0.56)* 353,012.50 (18.03) 397,850.00 (20.32) 459,762.50 (23.48) 319,422.50 (16.32) 427,702.50 (21.85) 1,187,000 (100.00) 2,728,500 (100.00) 1,957,750 (100.00) Figures in parentheses indicates percentage share in total eggs marketed * Percentage of total eggs production broken and consumed at home 1715 Int.J.Curr.Microbiol.App.Sci (2021) 10(03): 1712-1717 Table.5 Constraints faced by poultry producers in Udaipur and Ajmer district of Rajasthan S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Constraints Lack of capital High cost of establishment High cost of variable inputs Lack of government policies and subsidies Lack of management knowledge Unavailability of resources Lack of storage facilities Disease severity Social factors Higher rate of mortality Lack of veterinary facilities High fluctuations in selling prices Poor extension facilities Udaipur district IX VI I IV V VII XIII II X IX VIII XII III Ajmer district VIII V IV VI XIII XI IX I X III VII II XII Fig.1 Marketing channels prevailing in MPUAT service area Figure 1 Marketing Channels prevailing in MPUAT service area Channel II Channel Channel II Channel III Channel IV Producer Consumer Producer Retailer Producer Producer Wholesaler Hotels/Restaurants Consumer Retailer Consumer Consumer Fig.2 Marketing Channels prevailing in Ajmer District Figure 2 Marketing Channels prevailing in Ajmer District Channel II Channel Channel II Channel III Producer Consumer Producer Retailer Producer Channel IV Producer Channel V Producer Wholesaler Hotels/Restaurants Supermarket 1716 Consumer Retailer Consumer Consumer Consumer Int.J.Curr.Microbiol.App.Sci (2021) 10(03): 1712-1717 Constraints faced by poultry producers There are thirteen major constraints have been found to be faced by poultry producers in study area presented in Table 5 with their ranks. References Balakrishnan, A., Ravi, S. and Muralidharan, P. 2016. Constraints in Adoption of Broiler and Egger Unit as An Enterprise in Alappuzha district, Kerala. Indian Journal of Poultry Science, 51:338-341. Biswas, S., Nath, S. K. and Sen, A. 2017. Marketing Channels, Net Margin of Eggs and their Problems with Suggestive Measures in Some Selected Areas at Narisingdi District in Bangladesh. International Journal of Advanced Research in Biological Sciences, 4:154- 165. Gangwar, L.S., Sandeep, S. and Kumar, S. 2010. Broilers’ Supply Value Chain in the National Capital Region Delhi: A Case Study of Ghazipur Poultry Market. Agricultural Economics Research Review, 23:461-468. Ghasura, R.S.; Sheikh, A.S.; Aswar, B.K.; Rajpura, R.M. and Charan Rohit. 2012. Constraint Analysis of Poultry Farm Entrepreneurs in Banaskantha District, Wayamba. Journal of Animal Science, 4:374-377. How to cite this article: Nikita. 2021. An Assessment of Marketing Channels of Poultry Products and Constraints Faced by Poultry Producers in Udaipur and Ajmer Districts of Rajasthan. Int.J.Curr.Microbiol.App.Sci. 10(03): 1712-1717. doi: https://doi.org/10.20546/ijcmas.2021.1003.213 1717
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