Marketing of Banana Varieties in Thiruvananthapuram District of Kerala, India

Abstract

Aims: This study aims to evaluate the marketing structure, price spread, marketing costs, and marketing efficiency of Red banana and Njalipoovan (syn. Neypoovan) in Thiruvananthapuram district, Kerala, with an emphasis on understanding the factors influencing marketing decisions and economic returns across major marketing channels. Place and Duration of Study: The study was conducted in Thiruvananthapuram district, Kerala, India, during the 2024-2025 agricultural year. Methodology: A multi-stage purposive sampling technique was adopted. Two major banana-producing blocks were purposively selected based on the highest production, and from each block two panchayats with the highest banana production were chosen, covering a total of 160 farmers (80 cultivating Red banana and 80 cultivating Njalipoovan) and 50 intermediaries, forming an overall sample size of 210. Data were collected through structured interviews. Major marketing channels were identified, and marketing cost, marketing margin, price spread, producer’s share, and efficiency were estimated following standard methodologies (Acharya’s and Shepherd’s methods). Results: Analysis revealed a strong preference among farmers for organized sales channels, with 40 per cent of Red banana and 42.5 per cent of Njalipoovan growers primarily marketing through VFPCK. Co-operatives and private traders were also significant, while direct retailing was relatively limited. Diversification of produce was prominent among Red banana farmers, with 18.75 per cent selling ‘kulavazha’ and 13.75 per cent engaging in sucker sales. For Njalipoovan, 20 per cent of farmers marketed both fruit and leaves, indicating notable variety-specific ancillary market potential. For both varieties, fruit sales contributed over 84 per cent to average total income, though by-product sales provided valuable supplementary revenue. Five marketing channels were identified for both Red banana and Njalipoovan. Price spread and marketing efficiency varied across channel and Channel V with fewer intermediaries (producer-retailer-consumer) demonstrated the highest producer shares (up to 84.27%) and marketing efficiency, whereas Channel I (producer-VFPCK-wholesaler-retailer-consumer) incurred the greatest marketing costs, lowest efficiency, and reduced producer share (70.38%). Conclusion: The findings suggest that reduced intermediary participation enhances farmer’s net returns and channel efficiency. Institutional and technological improvements in procurement models, such as strengthening VFPCK and co-operative outlets, implementing transparent purchase policies and leveraging digital direct marketing platforms are recommended to optimize banana marketing efficiency and income stability.