Marketing Channels and Efficiency of Green Leafy Vegetables under Open-field and Hydroponic Systems in the Eastern Dry Zone of Karnataka, India

Abstract

Green leafy vegetables (GLVs) constitute a critical component of India's horticultural economy, yet their highly perishable nature imposes unique constraints on marketing efficiency and producer profitability. This study examines the marketing channels, price spreads, and marketing efficiencies of three selected GLVs—palak (Spinacia oleracea), fenugreek (Trigonella foenum-graecum), and coriander (Coriandrum sativum)—cultivated under open-field and hydroponic production systems in the Eastern Dry Zone of Karnataka, India. Primary data were collected from 150 farmers and 50 market intermediaries across Bangalore Rural, Bangalore Urban, Kolar, Chikkaballapur, Ramanagara, and Tumakuru districts during 2023–2024. Four marketing channels were identified for open-field GLVs, while two channels were documented for hydroponic produce. The modified marketing efficiency approach (Acharya & Agarwal, 2004) was employed to assess channel performance. Results indicate that direct producer-to-retailer channels yielded the highest marketing efficiency (5.15–6.78) and producer's share in consumer's rupee (83.73–86.79%), while APMC-mediated channels with multiple intermediaries recorded the lowest efficiency (1.67–2.68) and producer share (60.83–71.57%). Hydroponic channels demonstrated superior efficiency (25.85–38.87) due to minimal intermediary involvement, with producer shares exceeding 96 per cent in direct-to-consumer channels. The study confirms a significant inverse relationship between the number of intermediaries and marketing efficiency. Policy recommendations include promotion of Farmer Producer Organisations, direct market linkages, and investment in cold chain infrastructure to reduce post-harvest losses and improve producer price realisation.