Constraints faced by stakeholders in turmeric marketing and strategies for improving market efficiency: Evidence from Guntur district of Andhra Pradesh

Introduction

Turmeric (Curcuma longa) is an important spice crop cultivated extensively in India and is widely recognized for its culinary, pharmaceutical and industrial significance. Owing to its diverse uses and growing demand in domestic as well as international markets, turmeric serves as an important source of income for farming households. India occupies a leading position in global turmeric production, consumption and export, contributing a substantial share of the world's turmeric output (ANGRAU, 2023-24). In Andhra Pradesh, turmeric cultivation has emerged as a profitable agricultural enterprise, particularly in Guntur district, where favourable agro-climatic conditions and a well-developed marketing network support its production and trade (DOA, A.P., 2023-24). Guntur district is home to the Duggirala Agricultural Market, one of the prominent turmeric trading centres in the state. The market plays a crucial role in linking producers with traders, processors and other market participants. Efficient functioning of agricultural markets is essential for ensuring fair price realization and minimizing marketing inefficiencies. However, the presence of multiple intermediaries and imperfections in the marketing system often influence the returns received by farmers (Kumar et al. 2018) [9] . Although turmeric contributes significantly to farm income, its marketing is associated with several challenges. Fluctuating market prices, inadequate storage facilities, rising labour and transportation costs, delayed payments and limited access to market information are some of the major issues affecting turmeric growers. These constraints not only increase marketing risks but also reduce the share of producers in the final consumer price (Viraja et al. 2018; Chintey, 2017) [4,12] . Earlier studies have also reported that deficiencies in market infrastructure and weak bargaining power of farmers adversely affect the efficiency of turmeric marketing systems (Ganeshprasad et al. 2010; Centre for Good Governance, 2017; Gulshan et al. 2019) [3,7] . Nevertheless, empirical evidence on the specific marketing constraints encountered by various stakeholders in the turmeric value chain remains limited in Andhra Pradesh, particularly in Guntur district. Identifying and prioritizing these constraints is essential for designing appropriate interventions that can enhance market performance and www.extensionjournal.com improve the income of stakeholders. Therefore, the present study was undertaken to assess the major marketing constraints faced by turmeric farmers and other stakeholders involved in turmeric marketing in Guntur district of Andhra Pradesh and to suggest suitable measures for improving marketing efficiency.

Materials and methods

The study was conducted in Guntur district of Andhra Pradesh during the agricultural year 2024-25. A multistage sampling procedure was adopted for selecting the respondents. Two major turmeric-growing mandals, namely Kollipara and Tadepalli, were purposively selected, and three villages from each mandal were chosen based on the area under turmeric cultivation. A total of 120 turmeric farmers were selected through simple random sampling and interviewed using a pre-tested structured schedule. In addition to farmers, 10 processors/traders, 10 commission agents and 10 retailers were selected to identify stakeholderspecific marketing constraints. The study relied on both primary and secondary data. Primary data relating to the marketing constraints experienced by turmeric farmers were collected through personal interviews, while secondary information was obtained from government reports, departmental publications, and relevant literature. Garrett's Ranking Technique (Garrett and Woodworth, 1969) [6] was employed to identify and prioritize the marketing constraints faced by turmeric farmers. Farmers were asked to rank the constraints according to their importance. The assigned ranks were converted into percent positions using the following formula: Per cent position of the constraint = 100 (R ij -0.5) / N j Where: R ij = Rank given for the i th constraint by the j th individual N j = Number of the factors ranked by the j th individual The percent positions were then converted into Garrett scores using Garrett's conversion table. Mean scores were computed for each constraint, and the constraints were ranked in descending order of their mean scores. The constraint with the highest mean score was considered the most severe marketing constraint faced by turmeric farmers.

Results and discussion

Constraints faced by turmeric farmers

The Garrett ranking analysis identified price volatility as the most critical marketing constraint faced by turmeric farmers, registering the highest mean score (79.72) (Table 1). Frequent fluctuations in turmeric prices increase market uncertainty and adversely affect farm income. Similar observations were reported by Viraja et al. (2018) [12] , Chintey (2017) [4] and Ganeshprasad et al. (2010) [7] , who highlighted price instability as a major concern in turmeric marketing. Limited storage infrastructure emerged as the second most important constraint with a mean score of 68.75. Inadequate storage facilities often compel farmers to sell their produce immediately after harvest, reducing their ability to benefit from favourable market conditions. Comparable findings were documented by Gulshan et al. (2019) and the Centre for Good Governance (2017) [3] . Labour scarcity and increasing wage rates contributed to high labour costs, which occupied the third position (57.84). Transportation expenses, dependence on intermediaries and delays in payment were also reported as important challenges. Borbaruah and Barman (2023) [2] similarly observed that intermediary dominance and weak market infrastructure negatively influence farmers' returns and marketing efficiency.

Constraints faced by processors/traders

Among processors and traders, market competition emerged as the most significant challenge with a mean score of 71.00 (Table 2). Increasing competition narrows profit margins and intensifies procurement difficulties. High labour wages (58.00) and demand fluctuations (53.00) were the next major concerns, reflecting the rising operational costs and uncertainty in market demand. Similar issues were reported by Varma et al. (2025) [11] , who identified market competition and demand fluctuations as important constraints affecting turmeric processing enterprises.

Constraints faced by commission agents

For commission agents, price fluctuations constituted the primary challenge, with a mean score of 66.70 (Table 3). Variability in prices affects trading decisions and market stability. Irregular arrivals of turmeric ranked second (61.10), indicating the influence of seasonal production and uneven market supply. Patel (2022) [10] also reported that price instability and supply irregularities were key impediments in turmeric marketing systems.

Constraints faced by retailers

Retailers perceived changing consumer demand as the most important constraint, recording a mean score of 70.00 (Table 4). Shifts in consumer preferences and purchasing behaviour create challenges in inventory management and sales planning. Transportation cost ranked second, while irregular supply was another concern affecting retail operations. Patel (2022) [10] similarly reported that changing consumer demand and inconsistent product availability constrained retail marketing activities.

References

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