Abstract: Red guava, known for its bright red to pink pulp, is a tropical fruit valued for its high content of vitamin C, dietary fiber, and antioxidants. Popular for its sweet and slightly tangy taste, it is widely used in juices, sweets, and various culinary preparations. This study, titled "An Economic Analysis on Marketing of Red Guava in Prayagraj District of Uttar Pradesh," investigates the marketing practices and efficiency of red guava in the Kaurihar block of Prayagraj. The block was deliberately chosen, and a sampling method was used to select five percent of red guava-producing villages, from which ten percent of farmers were randomly selected. The study outlines three main marketing channels: Channel-I (Producer to Consumer), Channel-II (Producer to Wholesaler to Consumer), and Channel-III (Producer to Wholesaler to Retailer to Consumer). Channel-I showed the lowest marketing cost (₹72), the highest net return to farmers (₹8428), and the greatest marketing efficiency (117%), indicating it as the most profitable. In contrast, Channel-II and Channel-III had higher costs (₹115 and ₹168, respectively), lower producer returns, and reduced efficiency (5.71% and 3.73%). These findings highlight the benefits of direct marketing in maximizing farmer income
Keywords: Red guava, Marketing efficiency, Price spread, Marketing channels
Author: Mukesh Mishra and Jayant Zechariah
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