Vol. 12, Issue 5 (2023)

Author(s):
Aditya Narayan Arora, Dr. Ameesh J Stephen and Amit Kumar

Abstract:
A study was conducted to analyze the marketing pattern of hybrid paddy seed companies. It was conducted between distribution cahnnels of Hybrid seed company namely VNR Seeds in Sihora block in the Jabalpur District of Madhya Pradesh, both primary and secondary data were used in this study. VNR seeds are highly sought-after for the short-duration crop in the research region. In the research area, the VNR 2111 is a variety that is particularly well-liked due to a result of the Sihora Block's poor rainfall, more short-term paddy is in demand than in other rice segments. The 100 farmers were selected from Sihora Block and 6 market intermediaries selected and data was collected using pre-tested questionnaires. It was observed, marketing efficiency index of channel I was the most efficient one, this is because channel I involves only few intermediaries and hence, it is the most efficient among the identified channels. Price Paid by consumer for hybrid paddy seed was high in channel-II, as compared with channel I.