Marketing Efficiency, Price Spread, and Constraints in GI-Tagged Kodungallur Snap Melon (Pottuvellari) in Kerala, India

Abstract

This study evaluates the marketing efficiency and price spread across alternative marketing channels and identifies the primary marketing constraints for GI-tagged Kodungallur snap melon (Cucumis melo var. momordica) in Kerala. Using a cross-sectional design, primary data were collected from 122 farmers and 10 intermediaries in GI-certified areas of Thrissur and Ernakulam districts from February to May 2025. Price spread, producer’s share in the consumer’s rupee, and marketing efficiency were estimated for the different channels. Acharya’s Modified Marketing Efficiency approach and Garrett’s ranking technique were employed as tools of analysis. Six marketing channels were identified, ranging from direct producer–consumer sales to contractor-dominated, multi-intermediary channels. Direct marketing recorded the highest producer’s share (87.19%) and marketing efficiency (6.81), but was adopted by a smaller share of farmers due to perishability and limited storage. The farmer-retailer-consumer channel was the most prevalent, indicating farmers’ preference for assured market access despite higher price spreads. Marketing costs and price spreads increased with channel length. Price fluctuations, distress sales due to short shelf life, transportation constraints and seasonal oversupply have been identified as the most critical challenges. The findings indicate that GI recognition alone is not sufficient to boost farmers’ market outcomes. Effective post-GI support in the form of improved post-harvest infrastructure, price stabilization measures, value addition, brand development, consumer awareness creation, and collective marketing arrangements is essential to enhance marketing efficiency and ensure that the benefits of GI tagging accrue to producers rather than intermediaries.