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Received: 3^rd September 2021; Accepted : 17^th  November 2021

Abstract

The present study was undertaken in Nalgonda district of Telangana to analyse the marketing channels and constraints faced by rice farmers in the marketing of Telangana Sona variety. A total sample of 120 farmers from 6 villages of three mandals in Nalgonda district of Telangana was selected for the study. Producer → Miller → Retailer → Consumer was the major marketing channel in the study area. Garrett’s ranking technique to identify the constraints faced by the farmers in marketing of Telangana Sona rice variety revealed that the most important problem perceived by the farmers in the study area was the low procurement price offered for Telangana Sona by the millers, compared to other popular varieties, followed by millers not buying the produce due to surplus stock. The other major problems for marketing the produce were lack of adequate and timely transportation and storage facilities and delay in payments. Since the procurement price offered for Telangana Sona by the millers was comparatively low, there is an urgent need to create awareness about the unique health benefits of the variety among the millers and consumers and support the farmers by providing price on par with the other popular varieties. Also, there is a need to devise a marketing strategy to help the farmers to realise a better price to accelerate the adoption of the variety in the state.