Study on marketing of black Bengal goat in Howrah district of west Bengal

Introduction

Livestock farming forms an integral part of the rural economy in India, contributing significantly to employment, income generation, and food security. Among the various livestock species, goat farming has gained prominence due to its low investment requirements, quick returns, and adaptability to varied agro-climatic conditions. In particular, the Black Bengal goat, native to Eastern India and especially prevalent in West Bengal, stands out for its superior meat quality, fine skin, prolificacy, and disease resistance. These traits have made it a preferred breed among small and marginal farmers, landless laborers, and rural women in the region. The Howrah district of West Bengal, though known for its urban-industrial landscape, also has a strong presence of rural farming communities that rely on livestock as a supplementary source of income. Goat farming, and specifically rearing of the Black Bengal breed, has long been practiced here using traditional methods passed down through generations. Despite its potential to uplift rural livelihoods, the sector faces multiple challenges, including limited access to organized markets, lack of scientific knowledge on breeding and rearing, inadequate veterinary support, and poor infrastructure for marketing and transportation.

This study titled "Study on Marketing of Black Bengal Goat in Howrah District of West Bengal" seeks to explore the intricate relationship between goat farming and rural economic development. By surveying 100 respondents across 14 blocks of the district, the research delves into the existing farming practices, marketing methods, and the economic significance of Black Bengal goat rearing. It also identifies the key constraints faced by farmers, such as fluctuating market prices, lack of market awareness, and absence of cooperative mechanisms. Given the growing demand for quality goat meat and the increasing interest in livestock-based livelihoods, it is imperative to examine how better marketing strategies, government interventions, and farmer training programs can enhance the profitability and sustainability of goat farming. The findings of this study aim to provide practical recommendations that can help bridge the gap between potential and performance in the sector. Ultimately, this research contributes to a deeper understanding of the agro-economic dynamics in Howrah and highlights the untapped potential of the Black Bengal goat as a tool for rural development, poverty alleviation, and sustainable agriculture.

Research methodology

The present study on the marketing of Black Bengal goats in the Howrah district of West Bengal was conducted using a multistage stratified random sampling technique, combining both quantitative and qualitative research methods to ensure a comprehensive analysis. The Howrah district was purposively selected due to its significant role in livestock farming and its proximity to urban centers like Kolkata, which offers promising market opportunities. Within the district, Domjur block was chosen purposively as the primary study area due to its high concentration of Black Bengal goat farmers. From this block, 10 villages were randomly selected, and a total of 100 goat farmers were surveyed using structured questionnaires. Respondents were further categorized into small, medium, and large farmers based on their flock size. Additionally, 15 retailers and market functionaries across Domjur and neighboring blocks were selected using purposive sampling to assess the role of intermediaries and the structure of goat marketing channels. Primary data was collected through structured interviews, focus group discussions, and field observations, covering aspects such as production practices, pricing, market access, and challenges in marketing. Key informant interviews with traders, veterinary officers, and other stakeholders provided deeper insights into market inefficiencies and supply chain dynamics. Complementary secondary data was gathered from the District Agriculture Office, Block Development Office, and relevant government reports and research publications. Both primary and secondary data were analyzed using appropriate statistical tools to identify trends, marketing costs, and overall system efficiency. This mixed-method approach enabled a holistic understanding of the marketing practices and challenges associated with Black Bengal goat farming in the study area and offers valuable implications for policy and practice in similar rural contexts.

Analytical tools

Results and Discussion

The demographic analysis of the respondents reveals that a majority (41%) of the Black Bengal goat farmers are above 50 years of age, followed by 32% in the 30-50 age group and 27% below 30 years. This age distribution suggests that a significant proportion of the farmers are older, which may influence their openness to adopting modern goat-rearing techniques. In terms of educational background, 24% of the respondents had attended middle school, while 20% completed high school, and only 5% had attained postgraduate education. This reflects a moderate level of educational attainment among the farmers, with a considerable segment having limited literacy, which may impact their ability to access and apply advanced knowledge in farming. Income distribution among respondents indicates that 26% of farmers earn between ₹100,001 and ₹150,000 annually, followed by 22% earning between ₹50,001 and ₹100,000. Only 14% earn above ₹200,000, suggesting that most goat farmers fall within a middleincome bracket. Occupational data shows that agriculture is the primary livelihood for 37% of the respondents, with horticulture accounting for 21%, while only 10% are salaried employees or engaged in business or professional activities. This indicates a strong dependence on farmingrelated occupations. Furthermore, goat ownership patterns reveal that 50% of the farmers rear a small herd of 1-5 goats, and only 5% qualify as large-scale rearers owning more than 30 goats. This underscores the predominance of small-scale goat farming in the region, which can influence productivity, income levels, and access to market resources.

Existing Marketing

Conclusion

The study concludes that while Black Bengal goat farming in Domjur block of Howrah district provides an important livelihood for small-scale farmers, its marketing system faces multiple challenges. Most farmers rely on traditional, intermediary-based channels, which reduce their income due to higher marketing costs and lower efficiency. Channel I emerged as the most efficient and beneficial for producers. Key constraints such as lack of organized markets, poor infrastructure, transportation issues, and exploitation by middlemen significantly hinder marketing performance. Addressing these challenges through improved infrastructure, direct marketing models, cooperative societies, and better market information systems is crucial for enhancing farmer profitability and sustainability in goat marketing.

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