Economic analysis of marketing of honey in Vidarbha region

Introduction

Apiculture or beekeeping is the science which deals with the management and breeding of honey bees round the year for the production of various bee products like honey, bee wax, royal jelly, bee venom and bee propels. Besides, the production of valuable products, honey bees act as a significant pollinating agent in cross pollination and preserves biodiversity. Honey is a high valued natural sweet substance and the primary product of apiculture made by the honeybees from the floral nectar. Beekeeping is an eco-friendly way to generate income which doesn't compete for scarce land resources and provides employment opportunity to a number of individuals. It is an essential agrobased additional activity that provides major income to the people in the rural as well as urban areas. Despite the advantages, beekeeping can be a complex and challenging practice that requires thorough understanding and knowledge of bee behaviour and biology. However, with proper knowledge and scientific training, beekeeping can be a rewarding and sustainable activity that offers beneficial effects to the environment and the mankind. The genus of Apis contains ten species, of which two species -Apis mellifera and Apis cerena are extensively domesticated. Apis mellifera has an average yield up to 40 kg/hive in contrast to Apis cerena which yields just up to 10 kg/hive. The apiculture sector has been gradually increasing due to persistent efforts and initiatives taken by the government of India like the sweet revolution which was launched in the year 2016 to advance scientific beekeeping throughout the nation and emphasis the increase in production of honey which can be a major contributor in doubling farmer's income by 2024. Honey is an important nutritive food containing various kinds of sugar, protein, free amino acids, minerals, trace elements, enzymes and vitamins with a fairly high caloric value. India is one of the major honey exporting countries in the World and has exported 74,413 MT of Honey worth Rs. 1221.17 Crores during 2025-26. More than 50% of the honey production in India is being exported to other countries. India export honey to about 83 countries. The major markets for Indian honey are USA, Saudi Arab, United Arab Emirates, Bangladesh, Canada, etc. India is now among the top global producers of natural honey, with annual production reaching around 1.4 lakh metric tonnes (140,000 MT) in 2024-25. Major honey-producing states include Uttar Pradesh, West Bengal, Punjab, Bihar, and Rajasthan, which together account for most of the country's output. In 2025 Maharashtra produced about 300 tonnes Honey. Objectives

Methodology

Study area and selection of beekeepers

The present study was undertaken in Vidarbha Region of Maharashtra. Amravati and Wardha districts of Vidarbha region of Maharashtra were selected purposively for the present study. Total 100 beekeepers operating in various locations of Amravati and Wardha districts of Vidarbha region were purposively selected.

Sources of

Data

The primary data was collected from the selected beekeepers through personal interview method on a questionnaire prepared for the year 2025-26.

Methods of data analysis

Total marketing cost, Net price received by producer, Price spread, Beekeeper's share in consumer rupee, Marketing margin were estimated by using the following formulae.

Marketing channels

The channels of distribution indicate the route through which commodity moves from initial (Beekeeper to Consumer). Four marketing channels were identified through which marketing of honey took place in the study area.

Total marketing cost

The total cost on marketing incurred in cash or kind by the beekeeper and various intermediaries involved in the sale and purchase of the commodity till it reaches the consumer.

Market margin

It is the actual amount received by the marketing middlemen in the marketing process i.e. the profit.

Net price received by the beekeeper

The net price received by the beekeeper refers to the actual price that a beekeeper received.

Net price Received by the Beekeeper = ( Beekeeper's selling price -Marketing Costs of Beekeeper )

Price spread

The price spread is the difference between the net price received by beekeeper in market and price paid by consumer.

𝑃𝑆 = 𝑃𝐶 -𝑃𝑅

Where, P S = Price spread P C = Price paid by consumer P R = Net price received by beekeeper

Beekeeper's share in consumer rupee

It is the percentage of net price received by the beekeeper to the price paid by the consumer or selling price of retailer. The beekeeper's share in consumer rupee (%)

= 𝑁𝑒𝑡 𝑝𝑟𝑖𝑐𝑒 𝑟𝑒𝑐𝑒𝑖𝑣𝑒𝑑 𝑏𝑦 𝑏𝑒𝑒𝑘𝑒𝑒𝑝𝑒𝑟 𝑃𝑟𝑖𝑐𝑒 𝑝𝑎𝑖𝑑 𝑏𝑦 𝑐𝑜𝑛𝑠𝑢𝑚𝑒𝑟 × 100

Market intermediaries

For the study of marketing of honey in the study area various intermediaries involved in the process were identified. The identified intermediaries were Collectors, traders, processors, cooperatives and re-tailers. From each group of these intermediaries, 5 processors, 5 retailers and 5 wholesalers were randomly selected for detailed study.

Constraints analysis

The constraints in collection and marketing of honey were analysed using Garrett's ranking technique. The ranks given by each respondent were converted into percent position by using formula: Percent position=

×100

Where, R ij = Rank given to 𝑖 𝑡ℎ constraint by the 𝑗 𝑡ℎ individual.

N j = Number of constraints ranked by the 𝑗 𝑡ℎ individual. The estimated percent positions were converted into scores using Garrett's table. The mean of scores was estimated for each constraint and these means score was arranged in a descending order. The constraint with highest mean score value was considered as the most important and ranked as one and remaining mean scores have given rank in descending order. No. 1 presents the disposal pattern of honey a total of 100 sample beekeepers disposed of 40,376 kg of honey through four different marketing channels. Among them, 75 were small beekeepers, 20 were medium beekeepers and 5 were large beekeepers. The results indicate that Marketing Channel II was the most important channel, through which 39 beekeepers marketed a total of 23,610 kg of honey, accounting for 58.47 per cent of the total quantity sold. This was followed by Channel III, through which 38 beekeepers disposed of 12,432 kg (30.70 per cent) of the total honey. Channel IV accounted for 4,189 kg (10.37 per cent), while Channel I accounted for only 145 kg (0.46 per cent). Thus, the majority of honey was marketed through Channel II, indicating its greater importance and preference among the sample beekeepers. Small beekeepers disposed of 20,195 kg of honey, with the largest quantity of 10,650 kg (52.73 per cent) marketed through Channel II, followed by 7,400 kg (36.64 per cent) through Channel III. Medium beekeepers marketed a total of 13,592 kg, of which 8,560 kg (62.97 per cent) was sold through Channel II and 5,032 kg (37.03 per cent) through Channel III. Large beekeepers disposed of 6,589 kg, with 4,400 kg (66.77 per cent) marketed through Channel II and 2,189 kg (33.23 per cent) through Channel IV. The findings show that Channel II was consistently the dominant marketing channel across all three categories of beekeepers, whereas Channel III was particularly important for small and medium beekeepers.

Results and discussion

Conclusions

The study revealed that most beekeepers sold their honey through intermediary-based marketing channels, while direct marketing was less commonly used. Channel I was found to be the most efficient and remunerative channel, as it provided beekeepers with the highest share of the consumer's rupee and the lowest price spread. Channel I the total marketing cost incurred by the beekeeper was Rs 24.98, comprising container cost of Rs 12.68, transportation cost of Rs 10.30, and miscellaneous expenses of Rs 2.00. The selling price of the beekeeper was Rs 567.30, and the net price received after deducting marketing costs was Rs 542.32. Consequently, the price spread was minimal at Rs 24.98 and the beekeeper's share in the consumer's rupee was the highest at 95.59 percent, indicating maximum retention of value at the producer level and the highest marketing efficiency. The major constraints in honey collection were seasonal availability, risk of bee stings, wild animal threats, lack of protective clothing, and difficulty in locating bee colonies. The major marketing constraints were low prices, lack of modern equipment, and transportation problems. Overall, promoting direct marketing, improving collection facilities, and providing better market and transportation support can help increase the income of beekeepers.

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7. How to cite this article: Ingle AV, Sarap S, Naware M, Sable Y. Economic analysis of marketing of honey in Vidarbha region. International Journal of Advanced Biochemistry Research. 2026;SP-10(10):273-277. doi: https://www.doi.org/10.33545/261
8. 2026.v10.i10Sd.10288 International Journal of Advanced Biochemistry Research https://www.biochemjournal.com 26174707, 2026, 10(10), Downloaded from https://www.doi.org/10.33545/26174693.2026.v10.i10Sd.10288 by International Journal of Advanced Biochemistry Research on [03/10/2026]. See the Terms and Conditions (https://www.biochemjournal.com) for rules of use; OA articles are governed by the applicable Creative Commons License