Production and Marketing of Marigold in Gajapati District, Odisha, India : Challenges and Opportunities

Abstract

As an agricultural economy, Odisha captures about 75 percent of its population, depending on agriculture and allied activities as their primary source of livelihood. The district of Gajapati, in Odisha state, shows a similar trend of agricultural dominance in the economy. The study focuses on the following objectives -the cultivation of marigold, understand the marketing channels involved in the marketing of marigold and identifying the gaps and challenges in the marketing of marigold. Two villages (Allada and Gurandi) out of 249 villages in two blocks (Gosani and Kasinagar) were selected. The production and marketing data was collected on a well-structured survey method. Primary data was collected from selected marigold vendors and marigold growers through personal interviews using a pre-tested questionnaire. Out of the four marketing channels, only two were strictly used in the Paralakhemundi town of Gajapati district -one included cultivators, commission agents, wholesalers, retailers, and customers, and the second channel had cultivators and customers. Gajapati district comes under a sub-tropical zone of the climatic environment, so it is suitable for marigold cultivation, but most growers cultivate it as a border crop. Sellers and farmers are not aware of the cultivation of marigold commercially. The response of farmers to marigold production constraints include -the high price of fertilizers and insecticides, lack of labor, attack by pests and diseases, lack of scientific knowledge and training, environment-related issues, and instability in yield. A suitable strategy to overcome the constraints includes training farmers with contemporary research techniques to help them improvise the production business.