Study on marketing of button Mushroom in Prayagraj district

Introduction

Button mushroom is one of the most important edible mushrooms cultivated in the world and has gained considerable importance in India due to its high nutritional value, increasing consumer demand, and commercial potential. It is widely preferred because of its rich protein content, low fat, vitamins, minerals, and medicinal properties. In recent years, mushroom cultivation has emerged as a profitable agri-business activity, providing employment opportunities and additional income to farmers, entrepreneurs, and rural households. India has witnessed a steady increase in mushroom production, particularly in states such as Uttar Pradesh, Haryana, Punjab, Himachal Pradesh, and Maharashtra. Apart from fresh consumption, button mushrooms are also processed into canned, dried, and packaged products, creating wider market opportunities. Due to their highly perishable nature and short shelf life, proper marketing and efficient post-harvest handling are essential to maintain quality and reduce losses. In Uttar Pradesh, mushroom cultivation is gradually becoming an important component of agricultural diversification and income generation. Prayagraj district, in particular, has favorable conditions for button mushroom cultivation because of the growing urban population, increasing awareness about nutritious food, and easy availability of agricultural residues used in compost preparation. Many small and medium-scale farmers in the district are engaged in mushroom production and marketing activities. The produce is supplied to local vegetable markets, retail shops, supermarkets, hotels, restaurants, and nearby urban centers. However, despite increasing demand and production potential, mushroom growers face several marketing-related problems such as lack of organized markets, inadequate cold storage facilities, transportation difficulties, price fluctuations, and dependence on intermediaries. These issues reduce the profitability of mushroom cultivation and affect the efficiency of the marketing system.

Objectives

 To study the socio-economic profile of button mushroom.  To identify the marketing channel of button mushroom.

Research Methodology

Sampling Design

For the present study titled "A Study on Marketing of Button Mushroom in Prayagraj District", a multistage sampling design was used to select respondents. At the first stage, Prayagraj district was selected purposively due to the increasing cultivation and marketing activities of button mushroom in the district. At the second stage, blocks were selected based on the concentration of mushroom production and marketing activities, followed by the selection of villages at the third stage through random sampling. At the final stage, button mushroom growers and key stakeholders such as wholesalers, retailers, commission agents, private traders, and consumers were selected as respondents. This sampling design was adopted to collect reliable and representative data for analyzing the marketing system, marketing costs, price spread, market efficiency, and constraints faced by button mushroom growers in the study area.

Selection of District

The present study was conducted in Prayagraj district of Uttar Pradesh. The district was selected purposively because it has witnessed a growing interest in mushroom cultivation, especially button mushroom, due to increasing demand in urban markets, hotels, restaurants, and supermarkets. Prayagraj district has favorable climatic conditions, availability of agricultural residues, and increasing awareness among farmers about mushroom cultivation as an alternative income source. Button mushroom cultivation has gained importance due to its high market demand, nutritional value, and profitability compared to traditional crops.

Selection of Blocks

Prayagraj district has several development blocks. Out of these, Meja Block was selected purposively for the present study due to its increasing button mushroom cultivation, active marketing activities, and growing commercial importance. Mushroom cultivation plays an important role in providing additional income and employment to farmers in the block. The selected block represents the typical production and marketing pattern of button mushroom in Prayagraj district, making it suitable for the present study.

Selection of Villages

There are a total number of villages in Meja Block of Prayagraj district as obtained from the Block Development Office. Thereafter, all the villages were arranged on the basis of their agricultural importance and extent of button mushroom cultivation. Thus, out of the total villages, five villages were selected randomly for the present study on marketing of button mushroom in Prayagraj district.These selected villages represent the actual field situation regarding button mushroom production practices, handling, and marketing system in the study area.

Selection of Respondents/Farmers

A list of button mushroom growers in the selected villages was obtained from the District Agriculture Office and Horticulture Department. From this list, 100 mushroom growers were selected randomly for detailed investigation regarding:  Socio-economic characteristics  Production practices From this list 100 respondents were selected randomly through proportionate allocation to the population. The primary data required for the study were collected through personal interviews using a pre-tested structured schedule. Information regarding socio-economic characteristics, marketing channels, marketing costs, marketing margins, and prices of hybrid wheat seeds was collected from the respondents for analysis.

Analysis of data/ analytical tools used

The present study titled "A Study on Marketing of Button Mushroom in Prayagraj District" was based on both primary and secondary data. The primary data were collected from button mushroom growers, wholesalers, retailers, traders, and other market intermediaries involved in the marketing system, while secondary data were obtained from published reports, agriculture department records, research publications, and relevant literature. The collected data were compiled, tabulated, and analyzed using suitable statistical tools such as averages, percentages, and ratios. For examining the marketing of button mushroom, indicators like marketing channels, marketing costs, price spread, transportation facilities, storage conditions, market margins, market efficiency, and constraints faced by mushroom growers were used to assess the performance of the mushroom marketing system in the study area. Market Margin: This is the difference between the total payments (cost + purchase price) and receipts (sale price) of the middle man (ith agency). Absolute margin of the middle man (Ami) AMI=Pri-(Ppi+Cmi) (a) Percentage margin of the middle man (Pmi) Pmi= Pri-(Ppl+Cml) ×100 PRI Where, Pri-the total value of receipts per unit (sale price) Ppi-the purchase value of good per unit (purchase price).

Analytical techniques employed

Arithmetic

Cmi-the cost incurred on marketing per unit

Result and Discussion

The socio-economic characteristics of button mushroom growers influence production practices, marketing decisions, and income generation. Factors such as age, education, family size, farming experience, and investment capacity affect mushroom cultivation and marketing behavior. Therefore, the present study on "A Study on Marketing of Button Mushroom in Prayagraj District" examined the socio-economic profile of respondents to understand their role in mushroom production and marketing in the study area. The socio-economic characteristics of the respondents show that the average family size was 6.52 members. Male members constituted 45.40 percent, while female members and children accounted for 35.43 percent and 19.17 percent respectively. This indicates that family labour plays an important role in mushroom cultivation and marketing activities. The educational status of the respondents reveals that 8 percent of the farmers were illiterate, while 20 percent had completed primary education. About 42 percent had secondary education and 30 percent had attained college education. The results indicate that the majority of the farmers were literate and had at least secondary education, which helps them understand improved production technologies and marketing opportunities related to mushroom cultivation. The occupational pattern of the respondents shows that agriculture was the primary occupation of most farmers, while many farmers adopted mushroom cultivation as an additional income-generating enterprise. The age distribution indicates that 52 percent of the farmers belonged to the middle age group (30-50 years), suggesting active participation of experienced and economically active farmers in mushroom cultivation and marketing. The table shows that the majority of mushroom growers belonged to marginal and small farmer categories. The average cultivated area increased with farm size category, while the area under mushroom cultivation remained comparatively small. This indicates that mushroom cultivation requires less land and can be profitably adopted by small and marginal farmers under controlled conditions.

Socio-Economic Profile of Sample Respondents

Educational Status of Respondents

Occupational Pattern and Age Distribution of Respondents

Farm Size and Area under Mushroom Cultivation

Conclusion

The present study on "Marketing of Button Mushroom in Prayagraj District" analyzed the socio-economic profile of mushroom growers, marketing channels, marketing costs, price spread, producer's share in consumer's rupee, marketing efficiency, and constraints faced by farmers. The findings revealed that most mushroom growers were middle-aged, educated, and belonged to small and marginal farmer categories, indicating that mushroom cultivation is an important source of income for rural households. The study identified three major marketing channels, among which the direct channel (Producer → Consumer) was found to be the most efficient, providing higher producer's share and lower marketing costs. Marketing costs and price spread increased with the involvement of intermediaries such as wholesalers and retailers, thereby reducing farmers' profits.

Major constraints faced by growers included lack of cold storage facilities, price fluctuations, transportation problems, inadequate market information, and dependence on middlemen. The study concluded that improving storage facilities, transportation, market infrastructure, and promoting direct marketing can increase marketing efficiency and enhance farmers' income from button mushroom cultivation in Prayagraj district.

Summary

Button mushroom (Agaricus bisporus) is an important edible fungus widely cultivated across the world due to its high nutritional value, rich protein content, and growing consumer demand. It is low in fat and cholesterol and contains essential vitamins and minerals, making it a healthy food option. Globally, mushroom production exceeds 42 million tonnes annually, with China as the leading producer.

In India, button mushroom contributes the major share of total mushroom production. In Uttar Pradesh, especially Prayagraj district, mushroom cultivation is increasing due to suitable conditions, urban demand, and its role as a profitable agri-business for small and marginal farmers using agricultural residues. The present study on "Marketing of Button Mushroom in Prayagraj District" analyzed socioeconomic characteristics of growers, marketing channels, costs, price spread, producer's share, marketing efficiency, and constraints. Most growers were middle-aged, educated up to secondary level, and belonged to small and marginal farm categories, with family labour playing an important role in production and marketing activities. Three marketing channels were identified: Producer → Consumer, Producer → Retailer → Consumer, and Producer → Wholesaler → Retailer → Consumer. The producer-retailer-consumer channel was most commonly used, while the direct channel (Producer → Consumer) was found to be the most efficient, offering higher returns and lower costs. Marketing costs and price spread increased with more intermediaries, reducing farmers' share in consumer prices. Major constraints included lack of cold storage, price fluctuations, high transportation costs, inadequate market information, and dependence on middlemen. The study concludes that improving infrastructure, strengthening cold chains, and promoting direct marketing can enhance marketing efficiency and increase farmers' income in the study area.

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